Exhibit and Trade Show Operations Exam 1
Fairs Date from Biblical Days
-Several Mentions in the Old Testament of Fairs •Greek History Tells of Fairs Held in Conjunction with Other Events •Roman Merchant Temples Date from 600 BCE
Fairs in Germany date to which century?
1200s
Fairs in 1600s and 1700s
1600s • First North American Fairs • 1700s • English Fairs • Prizes & Awards for New Industrial Products • Products Displayed in Small Exhibitions • Regional & Provincial in Nature
Exhibit Growth Globally
2009- 30,700 2012- 31,000 2017-2018- Continued Growth
Other Early Exhibitions
876 in Philadelphia • Civic Leaders Together With The Federal Government Organized An International Exhibition To Celebrate The Nation's Centennial And Its Reunification After The Civil War. • Attracted Millions of Visitors • Deemed a Success • Led to the Production of Many Other International Exhibitions in the U.S.
Phase III: Show Production
A Variety of Suppliers • Housing • Registration • GSC • Others On-Site • The Show Floor • The Floor Plan • Traffic Flow • Displays
After World War II, the exhibition industry in the U.S. was characterized by:
A renewal of the exhibition industry
Destination & Site Selection From Show Manager's Perspective
Accessibility •Availability of Facilities •Affordability •Appropriate Service •Agreeable Environment -Attractions -Appealing Image
Because the dates of a trade show are fixed, as opposed to most stores which are open year round, the exhibiting firms must:
Adapt their marketing activities to the fixed dates
The Rise of Integrated Marketing
All Parts of the Marketing Plan Are Consistent •Assuring That Brand Is Not Diluted •Making Message Clear About Product/company/service •Ties Together a Variety of Activities •May Include Tie-ins With Affiliated Businesses
Remember This
As A Show Manager, Your Strategic Plan Is Dependent Upon An Understanding Of How Your Exhibitors Use Your Event To Market Their Products And/ Or Services
Gaming Facilities
Attractive Venues For Some Groups •May Have Problems Keeping Attendees At The Show •Hard To Place Signs In A Casino; Design Of Facility Is To Keep People At The Tables •High Weekend Rates
Exhibitions in 19th century
Born From The Industrial Revolution • Germany, France, England • National Focus for Exhibitors • International Focus for Attendees • Economic Development • Consumer Orientation
Today's Focus for Marketing & Sales
Brand Identity • Share of Market • Customer Service/Focus • Key Account Selling • Profit Contribution • ROI, ROO, ROR •Event Marketing
Horizontal Shows
Broad In nature. Ex: PGA- everything to do with golf
Depression era exhibitions
Century Of Progress Exposition (1933-1934) Takes On Unexpected Importance And Spurs The Organization Of Other Expositions • San Diego (1935-1936) • Dallas (1936) • Cleveland (1936) • San Francisco (1939-1940) • New York City (1939-1940)
Agreeable Environment
Climate •Political Stability •Safety •Security •Labor Relations •Green Issues
Multi Purpose Facility
Configuration(s) Can Be Changed To Provide A Variety Of Venues And Uses •Flexibility Is The Key •Retractable Risers •Retractable Domed Ceilings •Multiple Events At The Same Time, Related Or Not
Types of Facilities That Host Exhibitions
Convention Centers •Multi-purpose Facilities •Hotels •Gaming Facilities •Stadiums and Arenas •Parks and Museums
Trending News
Convention Centers in the U.S. Developing Their Own Shows • May Partner With an Experienced Trade Show Producer • May Do it All Themselves • Heat Mapping at Shows
Special Events in Conjunction With Expo
Creating Special Relationships With Targeted Customer Segments • Company May Invite Certain Clients to Receptions or Other Activities •Exhibitor May Sponsor a Meal, a Break, a Party, an Amenity for Entire Show
Vertical Show
Deep slice of particular industry. Ex: Just golf clothing
Expos As Integrated Marketing For Exhibitors
Design of Exhibit Booth Consistent With Corporate Communications, Messaging, Image • Public Relations Activities Surround Show • Sales Department Staffs Booth (Perhaps With Product Experts) • New Products Introduced at Annual Show
Phase I: Initial Planning
Develop the Concept • Write a Business Plan • Especially Important if you Want to Borrow Money • Includes Objectives • Explains How Organization will be Structured • Identifies Target Markets • Includes Budgets • Chart a Critical Path or Timeline for Activities • Location, Location, Location
Chicago Columbian Exposition of 1893
Devil in the White City" by Erik Larson • Timed to Celebrate the 400 th Anniversary of Columbus' Voyage • The Nation's Leading Architects, Landscape Architects, and Designers Participated • Chicago Competed with NYC for Hosting Honors
accessibility
Domestic vs. International • Fly In vs. Drive In • Regional vs. National • Distance From Convention Center to Hotel • Ground Transportation • People With Different Abilities
Fair: Commercial in Nature from the Beginning
Earliest Form Of Direct Selling •Gathering Place For Bartering And Trading •Usually Temporary In Nature •Often Tied To Religious Festivals •Sometimes These Locations Were The Beginnings Of City Settlements
Site Selection From Meeting Manager's Perspective
Education is their priority •Distance from show area to meeting rooms •Ceilings •Walls/sound proofing •Floors and doors •Obstructions •Windows & lighting •Electrical •Communications •A/V, sound systems •F&B, room sets •Competing groups •Business services
Steps in developing a strategic development plan
Environmental Scanning Process: Trends Around the World • Political • Economic • Socio-Demographic • Technological • Ecologic
Facility Requirements
Exhibit hall •Gross square footage •Ceiling height •Floor load capacity •Obstructions •Doors •Loading docks •Storage •HVAC •Utilities •Security •Communication capabilities •Show services/ exclusives •Facility rules & regs •ADA compliance Public Service Issues •Washrooms •Registration Areas •Internet Access (Free WIFI???) •Coat And/Or Baggage Check •Foodservice Areas •Cash Machines •Business Services •Seating Areas Administrative Concerns •Facility Policies: Emergencies, Security, Signage •Labor: Union Or Right To Work? •Insurance Requirements •License Requirements •Taxes
Availability of Facilities
Exhibition Space •Meeting Space •Hotel Rooms •First Class •Special Event Venues
Destination Image and Brand
Exhibitions Come in All Shapes and Sizes •So Do Destinations •What Makes Up the Destination Image?
Timing
Expo Dictates Buying Season For Industry (PGA Show Accounts For Overwhelming Percentage Of Industry Orders For The Year) • Allows For Instantaneous Product Launch • CES Web Site: "The Global Stage Where the Next Generation Innovations Are Introduced
Which of the following statements about the cost efficiencies of selling at trade shows is accurate?
Expos can reach unknown prospects that field sales calls would never identify
Fairs in the middle ages
Fairs in England Date to 1100s • Fairs in Germany Date to 1200s • Fairs in England in 1300s & 1400s • Displays of New Products • Economic Exchanges • Entertainment • Combined Business & Pleasure • Consumer Oriented
Late 1800s
Focus On International/Global Customers • Many Expos Were Called World Or State Fairs • Expensive To Run • Need For Specialized Shows Emerged • Associations Began To Develop • Madison Square Garden In NY Began Hosting Expos
21st Century Trends
Globalization Continues • Competition Among Destinations • Digital Revolution • Audience Engagement • Experiential Aspect • Virtual World
Modern Era of exhibitions
Great Exhibition of the Works of Industry of All Nations • 1851 in London, England • Held in the Crystal Palace • First World's Fair • May - October • 6 Million Paid Admissions • Profitable
Early 1900s
Increase In The Number Of Associations • Expo Management Companies Created • Showcasing U.S. Goods To U.S. Market • Showcasing Manufacturing/Business Innovations Developed During WWI As A Result Of Mass Production
Hanover Messe specializes in what types of shows:
Industrial
Exhibitions in the 19th century attracted attendees from which geographic area:
International
Appropriate service
Levels of Service At: •Convention Center •Hotels •Restaurants •Other Providers
MBO & PDCA
MBO •Planning •Organizing •Directing •Controlling •Evaluating PDCA •Plan •Do •Check •Ac
The Relationship of Marketing to Sales
Marketing Is Research Based and Long Term in Focus •Sales Is Action Based and Focused on the Shorter Term •Sales Is One Part of Marketing •Trade Shows Can be Part of Marketing AND/OR Sales
Hotels
Most Can Handle Small To Medium Sized Events •Some Can Handle Large Events •Gaylord Palms With 400,000 Sq. Ft. •Orlando World Center Marriott 450,000 •Swan Dolphin 329,000 •Shingle Creek 445,000 •May Be Limited In Physical Plant/Layout
1940s-1950s
Most Shows Stopped During The War • Post War Boom • Renaissance Years For The Expo Industry • New Industries Beginning • Consumer Demand
20th Century Trends
Move From Agricultural to Industrial Society • Growth in Associations • Transportation Networks Evolving • Convention Centers in U.S. Cities • Commercial Hotel Development • More & More Shows & Meetings Globally
Early Exhibitions in the US
New York's World Fair In 1853 • Showcased The U.S. • Ran About 1.5 Years • Lost Money • Horace Greeley and Phineas T. Barnum Organized America's First International Fair
Big Convention Destinations
OUCC- 2nd Largest in US Las Vegas- Process of expanding. Has less convention center space but more hotels surrounding offering additional space McCormick Place Chicago-Largest in US Austin Convention Center
Key Player in exhibition industry
Organizers and producers attendees exhibitors sponsors management companies & other 3rd party companies- Ex: Smith Bucklin, George Little, NTP, Kellen, Haul Erikson
Other Early Exhibitions
Philadelphia • Famous for Annual Exhibition of American Manufacture • 27 Fairs Between 1824 & 1874 • 20 Year Gap Between Shows 26 & 27 • Civil War • Lack Of Space • No Easily Accessible Location
Phase IV:Evaluation
Post-show Analysis • Did you Meet your Objectives? • How Did it go for Exhibitors? • How Did it go for Attendees? • How Did it go for Sponsors? • How Did it go for Companies Involved in Show Production?
Money and scope are two critical parts of:
Project management
Why an Appealing Image Matters
Promotional Appeal Positive Image
Project Management: How to Manage The Show Using Four Basic Elements
Resources • People • Equipment • Materials • Time • Task Durations • Dependencies • Critical Path • Money • Costs • Contingencies • Profits • Scope • Project Size • Goals • Requirements
Profit contributions on sales can best be measured by:
Return on investment Return on objectives Return on relationship Correct! All of the above are good ways of measuring profit contributions
Next Steps In Developing a Strategic Plan
SWOT Analysis •Strengths •Weaknesses •Opportunities • Threats Create Your Mission & Vision Statements •Mission • Uniqueness •Purpose • Function •Vision • Future Oriented Establish Goals & Objectives •S •M •A •R •T Needs Analysis •The Five W's • Why • Who • What • Where • When Market Analysis •Industry •Segmentation •Competitors •Trends •Forecasts
Attractions in an Agreeable Environment
Shopping • Nightlife • Entertainment • Culture • Historical Sites • Natural Attractions
Newly emerging markets within an industry often tend to be:
Smaller in scope than existing markets
Six Elements That Make Exhibits Work For Exhibitors
Targeting •Timing •Selling Environment •Cost Efficiency •Long Life Span •Synergism
The success of which international exhibition led to the production of many other international exhibitions in the U.S.?
The 1876 Philadelphia Exhibition
The modern era of exhibitions began with:
The Great Exhibition of the Works of Industry of All Nationsl
Why Be Strategic?
The Objective Of Strategic Management Is To Achieve Better Alignment Of Corporate Policies And Strategic Priorities.
Definition of Strategic Management
The Systematic Analysis Of The Factors Associated With Customers And Competitors (The External Environment) And The Organization Itself (The Internal Environment) To Provide The Basis For Maintaining Optimum Management Practices.
Synergism
The Whole Is Greater Than The Sum Of The Individual Parts • Multi-faceted Approach • Integrated Marketing Approach Helps Build The Brand
Who Owns and Organizes Trade shows?
There are lots of trade show companies behind the scenes of many large and international trade shows. Ex: Reed Entrepreneurs Corporations
Uniqueness of Exhibitions
They Are a Marketing Medium That Brings Together Buyer and Seller in a Temporary Marketplace
Definition of Exhibition
Time sensitive temporary marketplace: Research Customer relations Sales Networking Education
Types of Exhibitions
Trade shows (B2B) Consumer Shows (B2C) Corporate Shows Horizontal Shows Vertical Shows
Globalization means that destinations all around the world are competing for some of the same exhibition business
True
Convention Centers
Usually Publicly Owned •Used As Economic Development Tools •Increase Revenues For Hotels, Restaurants •Create Jobs •Help Build Infrastructure •Provide 4 Basic Types Of Space •Exhibit Halls •Meeting Space •Auditoriums •Banquet Halls
Affordability
Venue Rental •Hotel Rates •Food Cost •Labor Costs •Utilities •Shipping (International Issue)
Suppliers to the exhibition Industry
Venues General Service Contractor Exhibit Designers & Manufacturers Transportation Companies Production companies A/V Companies Technology Companies I & P companies
Life long span
Visual AND Sensory Impressions •Printed Materials Can Be Used For Reference •Show Guides Are Also Reminders Whether Printed or Digital
For example: Globalization and economics
What Regions of the World Are Experiencing Growth? • Within Regions Are There Differences? • What Industries Are Experiencing Growth? • Where Are They Growing? • What Are the Values of the World's Currencies? • How Do Tariffs Affect Trade? • How Easy Is It to Move Goods Across Borders? • How Much Does it Cost to Exhibit Internationally? • What Are Visa Restrictions Like?
Other American International Fairs
ew Orleans (1884-1885) • Chicago (1893) • Atlanta (1895) • Nashville (1897) • Omaha (1898) • Buffalo (1901) • Charleston (1901) • St. Louis (1904) Hot dog & peanut butter introduced! • Portland (1905) • Jamestown (1907) • Seattle (1909) • San Francisco (1915) • San Diego (1915-1916)
The earliest form of direct selling was at a:
fair
Destinations that are popular with regional trade shows that attract a lot of drive-in exhibitors and attendees would also be popular with trade shows that attract large international audiences.
false
Exhibit floor space is the priority for both the trade show manager and the meeting manager.
false
In the SWOT analysis, the SW are external considerations while the OT are internal.
false
In the early 1900s, most exhibitions in the U.S. were showcasing U.S. goods to international markets.
false
Regions of the world that are experiencing economic growth will have no need to develop their own trade shows because their citizens can easily travel to other regions of the world to attend shows. True
false
Trade shows are not a unique form of marketing.
false
Which type of hotel is best suited to being the headquarters hotel for a city-wide convention:
first class hotel
Late 20th Century International Exhibitions/Fairs in the U.S.
international Expositions Continue To Be Organized In The Wake Of Seattle's Exposition • New York's 1964-1965 Extravaganza • San Antonio Hosts Hemisfair '68 • Spokane Holds A Fair In 1974 • Knoxville in 1982 • New Orleans in 1984
Special events are used by exhibitors at a trade show to:
target specific consumers
1920s-1930s
the Great Depression • Most Shows Held At Hotels • Not Very Elaborate In Nature • No Support Infrastructure • George Little Management Company Founded (NOTE: Sold for $335 Million in 2014 to Emerald Expositions!!) • Shows Local Or Regional In Nature
Convention centers are economic development tools that increase revenues for hotels & restaurants and create jobs for local residents.
true
Convention hotels may be limited in physical plant and layout compared to convention centers.
true
Levels of service available at hotels, convention centers and other venues can affect the perceptions that both exhibitors and attendees have of the show and the destination.
true
Market analysis and SWOT analysis would consider some of the same elements.
true
The Shanghai World Expo of 2010 may have cost more to produce than the Beijing Olympics of 2008.
true
Functions of the Show for Exhibitors
• Buying • Selling • New Product Information • Media Coverage • Gaining Competitive Intelligence • Updating Industry Trends • Networking/Problem Solving
Phase II: Sales Production/Promotion
• Exhibit Space Sales • Should Begin a Year out if Possible • Floor Plan is Developed by Show Manager & Drawn by GSC • Rates Determined by Several Factors, Including Booth Size • Getting the Attendees' Attention • Can't Have a Successful Show without Them • Advertise in Trade Press • Advertise in Association Publications • Get PR Wherever Possible
Expos As Integrated Marketing For Exhibitors
•Bring Together Many Components: • Products • Product Experts • Sales Team • Marketing Team • Customers • Key Industry Influencers • Media Relations Team
Cost efficiency
•Expo Leads Cost 56% Less To Close Than Field Sales Calls •Expos Are Less Expensive Than Field Sales Calls For Meeting With Prospects •Expos Reach Unknown Prospects
Targeting
•Industry Specific Shows •Can Identify Target Audiences •Can Reach Actual Buyers: •Expos Are The #1 Source For Attendees Who Make The Final Purchasing Decision
Selling environment
•It's A Hands-on Approach •Buyers Can Compare A Variety Of Products •Sense Of Immediacy Is Created, Spurring Buyer To Action
Other considerations
•Neutral Sales Area •Not Home Territory for Exhibitor or Attendee •Attendee Can See Many Suppliers without the Need to Commit to Any •Exhibitor and Attendee Not Interrupted by Daily Company Duties •Limited Availability • Date and Place is Fixed by the Organizer •Some Exhibitions Occur at the Same Time Every Year •Marketing Activities of Exhibiting Firm Must be Adapted to Fixed Trade Show Participation
Budgets
•Revenues •Exhibit Space Sales •Registration •Conference •Sponsorships •Other, e.g. Advertising Expenses •Operations •Registration •Exhibitor Sales & Sponsorships •Attendance Promotion • Conference • Direct Show Overhead
