Chapter 17 Exhibits and Trade Shows Convention Management

Competencies for Exhibits and Trade Shows 1. Describe the scope of exhibits and trade shows, and identify types of exhibits. 2. Identify and discuss the elements of exhibit planning, including the duties and responsibilities of key trade show and exhibit personnel. 3. Explain exhibit billing procedures and the shipping and receiving concerns of exhibitors and the properties that host them. © 2011, Educational Institute 1

The Scope of Exhibits and Trade Shows • Exhibitions are live marketing events. • Exhibitions are a key element of most trade conventions. Over 80 percent of annual trade conventions include an exhibition. • Exhibitions provide associations with a way to boost conference attendance and raise money. • Properties of any size can service exhibitions. © 2011, Educational Institute 2

Types of Exhibits Tabletop Exhibits • Used where space is limited or where there is a limited number of exhibitors. Area Exhibits • Exhibitor assigned a specific floor space for displaying large, tall equipment or two-tier displays. © 2011, Educational Institute (continued) 3

Types of Exhibits (continued) Booth Exhibits • Most common exhibit. • A standard unit of exhibit space (usually 10 feet by 10 feet) occupied by an exhibitor. • Usually constructed with pipe and drape (lightweight aluminum tubing draped with fabric to create separate exhibit booths) or hardwall (solid material such as plywood, plastic, etc. ). • Booth types: standard, perimeter, peninsula, island © 2011, Educational Institute 4

Key Trade Show Personnel Trade Show Manager • First priority is to sell floor space to exhibitors • Most work directly for meeting group; others are independent • Develops list of potential exhibitors • Markets the show to exhibitors and attendees • Contracts with exposition service company • Oversees logistics • Sends exhibitors the exhibitor prospectus in an effort to influence participation © 2011, Educational Institute (continued) 6

Key Trade Show Personnel (continued) Exhibition Service Contractors • Provides general decorations for exhibit hall • Designs the exhibition floor plan • On-site coordination of show • Organizes and coordinates all services required to set up the exhibit hall, including labor, plumbing, electrical, cleaning, florists, booth personnel, drayage, and setup and teardown • Generally charges the trade show manager a flat fee for setup of booth • Charges exhibitor fees based on services supplied © 2011, Educational Institute (continued) 7

Key Trade Show Personnel (continued) Exhibitors • See trade shows as opportunities to demonstrate products/services to key decision-makers • Receive an exhibitor service kit from the exhibition service contractor • Rent floor space from the trade show manager © 2011, Educational Institute 8

How Money Is Made • Hotels—sell exhibit space to convention organizers and services to delegates • Convention organizers—resell space to exhibitors • Exhibitors—sell goods and services to delegates • Delegates—sell goods and services to their customers • Trade show managers—sell floor space to exhibitors • Exhibition service contractors/decorators—sell services to trade show managers and exhibitors • Drayage companies—sell services to decorators and exhibitors © 2011, Educational Institute 11

Elements of Exhibit Planning • Scaled drawings • Layouts • Photo file • Timetable

Exhibit Fees Two categories of exhibition shows: 1. Exhibits held with a convention • This is the most common arrangement • Attendance is restricted to association members • Variables in determining rental fee charged to group include: sleeping and meeting room commitment, expected F&B revenue, repeat business potential © 2011, Educational Institute (continued) 13

Exhibit Fees (continued) 2. Exhibits held as part of a trade show • Often open to the public • Also termed a consumer show (home and garden shows, travel shows, etc. ) • The organizer makes a profit from sub-leasing exhibit space • Hotels often charge higher rental fees for space © 2011, Educational Institute 14

Convention Shipping and Receiving Concerns • Limited storage at property • Drayage companies store exhibits until move-in • Handling and storage paid by exhibitors or meeting group • Shipping address should include name and dates of event • Indicate a preferred shipping method • Incoming shipping costs: set policies for charges or postage due © 2011, Educational Institute 15