MODULE

3 EVENT
THM 5th SEMESTER
MANAGEMENT
Role of Conferences & Exhibitions in Marketing of Brands
Highlights
□ Conferences, trade fairs and exhibitions are
globally known to be unique tools of
marketing and communication for brands.
□ They aim at attracting positive attention to
the business.
□ Help in exposing the business to key
industrialists.
Role of C onference s &
Exhibitions in Marketing of
Br ands
□ Create lasting impressions
□ Investing in better/feasible/connected opportunities
□ Generation of leads
□ Create/spread brand awareness
□ Advertising economically and conveniently to target
market
□ Increase knowledge about offered products &
services
□ Seeking general opinion through product testing on
the spot
□ B2B trading
□ Generation of customer database from the booths
 Module 3
Planning & Organizing a Conference/ Exhibition/Event
✔ Basics of event planning
✔ Management of Conference at Site, Trade shows and exhibitions
✔ Principal purpose
✔ Types of shows, benefits, major participants, organization and
membership
✔ Evaluation of attendees
✔ Convention/exhibition facilities; Benefits of conventions facilities,
Inter-related venues, Project planning and development
(Assignment 2 & Class Activity)
✔ Contribution of conferences and conventions in tourism industry
• Role of conferences and exhibitions in marketing of brands
• Trends in organization of conferences.
• Major industries and popular companies utilizing exhibitions
 MODULE 3
EVENT
MANAGEMENT
T H M 5t h S E M E S T E R

Basics o f Event Planning

 SCOPE OF EVENT
⚫ PLANNING
Ve n u e selection & b o o k i n g
⚫ A c c o m m o d a t i o n s & travel arrangements
⚫ Fo o d Catering
⚫ Speakers
⚫ Entertainment and/or recreational activities
⚫ Decorations
⚫ Printing
⚫ Audiovisual facilities
⚫ G i f i s & awards
⚫ Promoters & staff
⚫ G a t h e r i n g feedback & evaluation, etc.
VENUES CONSIDERED IN
EVENT PLANNING

⚫ Hotels
⚫ C o n fe re n c e centers
⚫ C o nve n t i o n centers
⚫ Resorts
⚫ Cruise ships
⚫ Retreat centers
⚫ Sporting venues, etc.
 OUTSOURCING
VENDORS
⚫ S p o t g o o d vendors at other events
⚫ Ask for re c o m m e n d a t i o n s f r o m industry
⚫ S e e k assistance f r o m a professional
organization
⚫ M a k e socializing advantageous
⚫ Internet search for cross-references
⚫ Ke e p a c h e c k o n relevant
publications
⚫ S e e k help f r o m C V B , D M C , etc.
 BUDGETIN
G
⚫ All agreements & contracts in writing
⚫ Always keep a tab o n buffer related to
unexpe c te d expenses
⚫ H ave a te a m authorized for
budgeting
⚫ Review daily bills to control unnecessary
costs
⚫ Ke e p an eye o n h i d d e n expenses
⚫ C o n s i d e r currency conversion issues for
overseas events
 COMMON MISTAKES IN
EVENT PLANNING

⚫ Procrastination
⚫ N o clear plans
⚫ Avoiding checklists & other organizational
tips
⚫ Ignoring c om p etition, especially o n s a m e
event dates
⚫ N o t c o n fi r m i n g vendors o n time; sign
contracts
⚫ Forgetting about c o n tin ge n c y plans
⚫ Understaffing
 KEY STEPS IN
PLANNING
EVENT
⚫ S t u dy the client
⚫ Cl ear picture about event goals & requirements
⚫ B u d get preparation
⚫ Create a plan
⚫ Staffing
⚫ M a k e necessary bookings
⚫ Event marketing
⚫ Identify sponsors & partners
⚫ O u t s o u rc e relevant vendors
⚫ Technological needs
⚫ Logistics
⚫ Plans for attendee e n ga g e m e n t
⚫ Event d o c u m e n t a t i o n
⚫ D e b r i e f & review
⚫ Final preparations
Participation in Conferences- The WHY?

◼ to get informed about the state-of-the-art or

any important aspects of discussion in the
industry
◼ to present their own research, and get
reactions from peers
◼ to have their paper published in the
conference proceedings
◼ to meet others working in the
same domain
KINDS OF PARTICIPATION

◼ 4 kinds of participation:
▪ Registrant
▪ Attendee
▪ Participant
▪ Learner
Major Participants of Conferences

◼ Chairpersons
◼ Presenters/Speakers
◼ Members
◼ Volunteers
Membership

◼ General Member
◼ Student Member
◼ Technologist/Industrial Member
Major Participants of Trade Shows

◼ Attendees
◼ Exhibitors
◼ Show producers
◼ Show contractors & labor
◼ Professional bureaus like CVB, DMC, etc.
◼ Convention centers
◼ Hotels
◼ Advertising, marketing and PR agencies
◼ Suppliers
◼ Speakers
G o o d p o s t - e v e n t e v a l u a t i o n is o n e of t h e
k e y c h a r a c t e r i s t i c s of t h e b e s t e v e n t s
in t h e w o r l d .
M e t h o d s for Post Event Evaluation
◉ Surveys
• To b e f i l l e d / a n s w e r e d b y a t t e n d e e s
➢ How d i d you find out a b o u t this event?
➢ Did you c o m e to t h e event with o t h e r p e o p l e ?
➢ W h o was t h e m a i n decision m a k e r ?
➢ How d i d this event m e e t your expectations?
➢ We r e t h e public transportation / p a r k i n g a d e q u a t e ?
➢ We r e t h e food a n d b e v e r a g e a d e q u a t e ?
➢ We r e t h e seating, so u n d , a n d vision a d e q u a t e ?
➢ Would you a t t e n d this event again?
➢ Why would you r e c o m m e n d / not r e c o m m e n d t h e event to others?
➢ How c o u l d t h e event b e improved?
➢ Do you have t h e authority to p u r c h a s e at this exhibition?
➢ Did you p l a c e any o r d e r s at this exhibition?
➢ Have you travelled from a n o t h e r state to visit t h e exhibition?
➢ What w e r e t h e b e s t features of t h e exhibition?
➢ Did you c o m e to this exhibition last year?, etc.
M e t h o d s for Post Event
Evaluation
◉ Staff D e b r i e f i n g s
• D i s c u s s i o n w i t h s t a ff r e g a r d i n g v a r i o u s a s p e c t s
of t h e e v e n t
➢ What went well, a n d why?
➢ What went badly, a n d why?
➢ How co u l d operations b e improved?
➢Were t h e r e any significant risk factors that w e d i d
not anticipate?
➢Was t h e r e a p a t t e r n to any of the incidents
reported?
➢Are t h e r e any implications for staff recruitment a n d
training?
➢ What c a n w e l e a r n from this event?, etc.
 M e t h o d s for Post Event
Evaluation
◉ Financial Records
• Along with p l an n i n g & other d o c u m e n t s a r e
r e q u i r e d to b e a n a l y z e d for ev al u at i o n p u r p o s e s
➢ Audited financial s t a te me nts
➢ Budgets
➢ Revenue, ba nking , a n d a c c o u n t details 146
➢ Point-of-sale reconciliation
➢ Payroll r e c o r d s
➢ T h e risk m a n a g e m e n t p l a n
➢ Incident r e p o r t s
➢ Minutes of m e e t i n g s ins ura nc e policies
➢ Contracts with o t h e r a g e n c i e s a n d organization, s u c h a s rental
companies a n d cleaning companies
➢ Asset re gi s te r
➢ Promotional ma te rials
➢ Ope ra tional p l a n s
➢ Policies a n d p r o c e d u r e s training ma te ria l s
➢ D a t a b a s e of a t t e n d e e s / pa rt ic ipa n ts if p o s s i b l e
➢ R e c ord of results of competitions
➢ Event evaluation a n d statistics (including a t t e n d a n c e )
➢ Event o r s p o n s o r r e p o r t
 Benefits of c o n d u c t i n g
Evaluation
◉ P a v e w a y to i m p r o v e overall quality of
e v e n t in future
• Improve operations
• L e a r n from o w n e x p e r i e n c e
• In t u r n h e l p s in i m p r o v i n g f i g u r e s e v e r y
year
◉ D o c u m e n t s a b o d y of i n f o r m a t i o n for
future e v e n t s
◉ L e a r n i n g from o t h e r s ’ e x p e r i e n c e s ,
if n o t
own
 C o m m o n M e t h o d s of
Evaluation b y A t t e n d e e s
◉ Personal introspective
• Personal evaluation b y e a c h a t t e n d e e

◉ G r oup introspective
• At a s p e c i f i c t i m e a n d p l a c e
• Evaluation d o n e jointly

(Reflection o n w h e r e they s t a r t e d , t h e journey

through, a n d a b o u t t h e i mp a c ts of t h e s a m e . )
Major Industries
utilizing Exhibitions
⚫ Agriculture
⚫ Eg: Agr i Tec h India 2019
⚫ Poultry & Livestock
⚫ Eg: International Exh i bi t i o n o n Poultry,
Livestock, Feed & Technologies
⚫ Food & related products
⚫ Eg: India Fo o d ex- B angal ore
⚫ Services
⚫ Eg: India Retail E x p o
⚫ Technology
⚫ Eg: Te c h Industry E x p o 2019
⚫ Mining
⚫ Eg: M i n i n g Exploration C o nve n t i o n &
Trade S h o w
 Exhibitions

⚫ Ecommerce
⚫ Aerospace
⚫ Electronics
⚫ Tools & accessories
⚫ Facility m a n a g e m e n t
⚫ Fabrics & textiles
⚫ Autom obile s
⚫ Construction
⚫ Real estate
⚫ C o ff e e , etc.
Popular companies participating
in Exhibitions
 conferences

⚫ Investing m o r e in marketing & p ro m o t i o n

o f the event
⚫ A R and V R
⚫ M o r e events hosted within limit o f fewer
resources (budget continues to be a
challenge however)
⚫ Diversity in program s (Speakers a n d
Panels)
⚫ Interaction th ro u gh conversations instead
o f presentations
⚫ Extraordinary venue selection
⚫ Technological reach- event apps, A I
⚫ Data collection th ro u gh event apps
⚫ Virtual c onfe re nc ing ( C O M S , O n l i n e
C o n fe re n c e System)
⚫ C o m m u n i t y creation
⚫ Au d i e n c e participation
⚫ Create attendee experiences worth
broadcasting (include H a p p y Hours)
⚫ Stronger data security measures
⚫ Incorporate a charitable cause as
well
⚫ G o green
Taking the fear out of organising
Successful events every time
So where do we start?
The event
 What is the purpose of the event
 What do you want to achieve
 Who is your target audience.
Event timetable
 Make a checklist
 Include dates for completion of task.
 Event timetable/checklist
Annual Conference 2021

Organising Committee Mtg March 2020

Venue inspection visit March 2020
Accommodation inspection March 2020
Book Venue April
Book Accommodation April
Organising Committee Mtg May
Invite speakers/guests May
Prepare Budget May
Budget approved
Prepare Conference Programme
& Registration Form
Book entertainment
Book photographer
Programme & Reg Form to August
Printers
Mailshot Conference Programme September
Return date: Registration Forms 2nd wk
(6 wks prior) January
Prepare joining instructions
Prepare final Programme
Final Programme to printers
Mail joining instructions (3 wks 1st wk
prior) with attendance list February
Printing of speakers name
boards
Prepare table plans etc
Press Release
Attend event 5/6 March
The Venue
 Where?
 What type of venue?
 When?
 CARDINAL RULE – Never book a venue
without an inspection visit!
Venue checklist
 Correct combination of rooms
 Accompanying exhibition required
 Obtain maximum capacity numbers
 What style of seating is required
Venue checklist
 Is a stage necessary – location
 Does the main room have any obstructing
pillars etc
 Does the main room have an
induction loop system
Venue checklist
 Is there natural light/will the room blackout
 How noisy is the heating/air con
 Does the venue have a dedicated
co-ordinator who can assist with
arrangements
Venue checklist
 What audio visual equipment is
needed
 Is there an adequate PA system
 Is there good access for disabled
delegates.
Booking the venue
 Meet with the conference co-ordinator
 Obtain room hire rates – negotiable!
 Conference venue – daily delegate rate
 Check cancellation fees
 Venue schedule.
Overnight accommodation
 If accommodation needed, is it important
for all delegates to remain in one location
 If using several hotels, is travel to main
venue required
 Single or twin rooms
Overnight accommodation
 INSPECT all accommodation
 Checklist
 Check latest release dates without
incurring cancellation fees.
The budget
 Anticipated number of delegates
 Is the event to break-even or profit desired
 Is sponsorship to be sought
 Always allow a ‘contingency’
 Be REALISTIC.
Anticipated No. of delegates 100
Projected Actual
£ £
General Event:

Printing
 Preliminary Programme & £250.00
Reg Form £500.00
 Conference Programme £60.00
 Menu cards £45.00
 Speakers name boards
Stationery
 Name badges £80.00
 Delegate Wallets £150.00
Entertainment
 After dinner Band £500.00
 Caricature Artist £100.00
Photographer £95.00
Flowers £150.00
Speakers’ expenses
 Fees £1,200.00
 Travel £450.00
 Overnight accom £720.00
Audio visual hire £780.00
Conference Office expenses
(travel, accommodation &
catering) £550.00
Total General £5,630.00
Contingency 15% £844.50

TOTAL GENERAL £6,474.50

 Projected Actual
£ £
INDIVIDUAL DELEGATE
COSTS:

Daily delegate rate x 2 days

@ £32.00 £6,400.00

Drinks reception & Gala

dinner @ £45.00 £4,500.00
Overnight accommodation
Single room @ £85.00 £8,500.00

TOTAL DELEGATE £19,400.00

TOTAL GENERAL £6,474.50

TOTAL £25,874.50

Based on 100 delegates £258.74

Sponsorship
 Who to approach
 Sponsorship packages
 Level of publicity at event.
Invitation to speakers/official guests

 Seek commitment as soon as possible

 Are speakers’ fees/expenses payable
 Send ADV form.
 SPEAKERS’ ADV FORM - Return by (date)
Full Name Title Mr/Mrs/Ms

Company/organisation

Address

Tel: Office Mobile E:mail

Title of your talk _ _ __

_ Brief synopsis (please provide a brief synopsis of your talk for publication)

Biographical details (please provide a brief biography for publication)

Audio Visual Equipment (please indicate your requirements)

Interactive whiteboard Multimedia projector

Standard whiteboard DVD player
OHP Projector Flipchart
Other equipment?

Signed Date
Conference Programme
 Decide whether preliminary or final
programme
 What to include
 CARDINAL RULE –
proof read thoroughly!
Registration Form
 Include to whom the form is to be returned to
with contact information
 Include the closing date for receipt – 6
weeks prior to event
 Include request for special requirements –
dietary/disabled access/help in an
emergency.
Joining Instructions
 3 weeks prior to event
 Include Registration Card
 Final materials and attendance list.
Organising an Exhibition
 As with Conferences, establish objectives of
exhibition and identify exhibitors
 If alongside conference, ensure
tea/coffee/lunch and/or other events are
integrated into the exhibition space
 Follow up initial mailshot with
telesales call
Organising an Exhibition
 Produce an Exhibitors manual for hire of
shell extras, furniture, flowers etc
 Always produce an Exhibitors showguide
 Always tie-in exhibition arrangements
within conference programme
 Complete a Risk Assessment
At the event
 Arrive at least the day before
 Meet key organising personnel
 Establish first aid contact
 Complete final risk assessment
 Ensure registration desk in prime location
 If something goes wrong:
DON’T PANIC!
Assessing failure or success
 Evaluation form
 At the event or sent out separately.
EVALUATION FORM
Your feedback is essential to monitor the effectiveness of our events.
Name: Company:
Conference:
Workshop(s) attended:

Score
How would you rate the content and relevance of today’s
Conference? ...
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
Comments:

What could be done, if anything, to improve the quality of today’s workshop?

(consider timing and duration, location and environment)

Score
How would you rate your Workshop Leader in the following key
areas?
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
...
Made you feel comfortable and at ease
...
Communicated well and provided clear and concise instructions
...
Encouraged questions and feedback

Knowledgeable about subject matter ...

How would you rate the Conference materials in terms of:

(Excellent = 4 Very Good =3 Good = 2 Poor = 1)

Quality ...

Suitability as post-event support ...

Have your personal objectives for attending this event been met? (Yes
=3 Mostly = 2 No = 1) If not, why not?

Thank you for completing this form.

What organising nightmares
have you experienced and
in hindsight what would
you have done differently?
Press Releases
 Decide if you want to prepare one
 Decide on target audience
 How will it be distributed.
How to write a press release
 Keep it short & sweet – max 2xA4 sides
 Decide for immediate release or to be
embargoed
 Must include the 5 ‘W’s – who, what,
when, where, why and then how.
PRESS RELEASE TEMPLATE

(logo)

PRESS RELEASE

Issued: (date)

For Immediate Release OR Embargoed Until: (date/time)

TITLE (make it brief and attention grabbing)

The first paragraph should be a summary of the story – including Who,

What, When, Where.

Expand on the details in the next paragraph using Why and How.
Remember: the journalist will want to know what is unique or new about the
story and why it will appeal to their readers.

Then back up your claims with facts and statistics.

Follow up your story with quotes in italics, if required. This will bring the
story to life.

Finish off with details such as dates, times, prices and how to contact you.

## Ends ##

Notes to editors

1. Tell the editor who to contact for more information – incl.

mobile, landline and e:mail
2. Also include short background information on your
organisation
3. Include company name, fax number, e:mail and website info
4. Include opening hours, prices, venues, dates as appropriate
5. You should also state whether you have photos available
Dealing with media interest
 If the media are interested in your story,
they will contact you as organiser first
 Always protect your guest/speaker
 Check with him/her to see if they are
happy to give an interview
 Schedule with journalist at a
convenient time.
Risk Assessments
 The safety of your delegates/guests is
paramount – reason enough to prepare one!
 It’s a careful examination of what could cause
harm to people, allowing you to assess if you
have taken enough precautions or should do
more to prevent harm.
Its being prepared!
Preparing a Risk Assessment
 The 5 steps are:
 Identify the hazard
 Decide who might be harmed
 Evaluate risks & decide on precaution
 Record your findings
 Review assessment & update if
necessary
What could go wrong at
your event and how would
you deal with it?
Health & Safety Issues
 Knowing your delegates/guests
 Having access to venue first aider or
consider your own training
 Knowing the venue emergency evacuation
procedure & alarm
 Consider making a ‘formal’ announcement
at the opening of your event.
What health & safety
issues affect the events
you organise?
Need more help / training
 Event Management –
 ACE – Association of Conference
Executives
 AEME – Association for Event
Management Education
Need more help / training
 Risk Assessments –
 Health & Safety Executive
 Press & Media Relations
–
 The Press Association
What have we learnt today?
 In short –
 Never underestimate the task ahead
 Plan, plan, plan
 Maintain good effective working
relationships – you can’t do it alone!
What have we learnt today?
 Proof read everything
 Never assume anything
 Always be prepared!
Introduction to Trade
Show Marketing
 Where the Marketing Dollars Go
Public Relations:
Direct Mail: 9.0% 6.4%
Telemarke 5.2%
Trade Publication/Journal ting:
Advertising:
11.5%

Exhibitions: 13.9%

Direct Sales/Field Sales: 47.2%

Source: Center for Exhibition Industry Research “The Role of Exhibitions in the Marketing
 Why Companies Exhibit
 Generate qualified sales leads
 Generate sales
 Intensify awareness of company or products
 Introduce a new product or service
 Create a preference for products and company
 Find new distributors for their goods
 Provide dealer support
 Test prototypes and judge reactions to new products
 Find new applications for existing goods
 Recruit sales representatives
 Types of Shows
Regional vs. National vs. Global

Regional: California Dental Association

National: National Autobody Congress
Global: Hanover
 Types of Shows
Trade vs. Consumer:
Wholesale (or to industrial users) vs.
retail.
Industrial:
Food
Marketing Institute
Consumer:
Boat Shows
 Categories of Trade Shows

48% Trade
Shows

36% Combination
Shows

11% Consumer
Shows

Source: 1996 Tradeshow Week Data

Book
 Comparison of Average Size

Consumer Shows Trade Shows

103,841 Net Sq. Feet 119,849 Net Sq. Feet

238 Exhibitors 401

Exhibitors

47,522 Attendees 10,385

Attendees

Source: Trade Show Bureau “A Guide to the U.S. Exposition

Industry”
 Types of Shows
Association vs. Independent
Association
Shows sponsored by a professional association, and
often accompanied by a professional development
conference. For example, California Dental
Association.

Independent
Shows sponsored by a for-profit company, may or may
not have a professional development conference. For
example, American Contract Manufacturers’ Show
 Types of Shows
Vertical vs. Horizontal:
One industry or profession versus many.

Vertical:
Central Texas Farm and Ranch Show

Horizontal:
Heart of Texas Business Expo
Leading Trade Shows in the U.S. by Industry
Classification
Number of
Shows
Medical & Health Care 468
Home Furnishings & Interior Design 277
Computer & Computer Applications 275
Education 263
Sporting Goods & Recreation 253
Building & Construction 233
Agriculture & Farming 177
Apparel 153
Industrial 150
Boats 149
 Top 10 Show Sites
Number of
City Shows
1. 141
Atlanta
2. Chicago 140
3. Orlando (tie) 128
4. Toronto (tie) 128
5. New York City 124
6. Dallas 113
7. Las Vegas 109
8. Washington, D.C. 89
9. San Francisco 83
10. New Orleans 79
 Who Goes To Shows?

Previous
First Time Show
Job Function Attendees, % Attendees,
%
Top Management 15 25
Middle Management 11 9
Engineer, R & D 21 20
Production 4 2
Sales & Marketing 11 11
Purchasing 3 2
Data Processing 7 7
Professional 9 10
Consultant 1 3
Educator 1 1
All Others 12 8
Undefined 5 2
Source: Center for Exhibition Industry Research “Power of Trade
 Role in Buying

100
85
90 78
80
Percentage

70 55 55

60 40 35
50 29 29
22 15
40
30
20
Net Buying Final Specify Recommend No
10 Influence Say Supplier Role
0
1st Time Previous
Attendees Attendees

Source: Center for Exhibition Industry Research “Power of Trade

 “Extremely Useful” Sources of Purchasing Information
(Total Respondents)

TRADE SHOWS 91%

Articles in Trade Publications
Friends or Business
Associates Directories &
Catalogs Manufacturer Reps
Ads in Trade Publications

On-Site Visits
Conference & Seminars
User Groups
In-House Purchase
Dept.
Outside Consultants
Retail Sales Staff
Newspapers
Other
0 20 40 60 80 100

Source: Center for Exhibition Industry Research “Power of Trade

Shows”
 Decision Makers’ Perceptions of Trade
Shows
85% Save my company time and money
by bringing many vendors under one roof at the same time.

83% Bring me up-to-date

on the latest trends and developments in my industry.

82% Allow me to be very productive

in a concentrated amount of time.

80% Provide an invaluable opportunity

to discuss problems/ideas with professionals in my industry.

79% Help me to decide

what products/services to buy.

70% Are relied on by my company to keep up

on important trends and new developments in the industry.

Source: Center for Exhibition Industry Research “Power of Trade

Shows”
 Questions to Ask Yourself
• What do you want to achieve by exhibiting?
• Who is your target audience?
• Which industries cater to your target
audience?
• At which shows do your major
competitors exhibit?
• Which shows do your customers attend?
• Which shows do your suppliers attend?
• Which are your major industry shows?
• What is your budget?
 Companies Involved in Trade
Shows
Facility/ Trade Association
Convention & or Show
Visitor’s Bureau Organizer
Show Decorator
Co.

Member/Attendee Exhibitor Drayage

Co.
Shipping Co.

Exhibit Builder

Audio-Visual Supplier

Specialty
Advertising Co.

Advertising Agency
 Where the Exhibit Dollars Go

Space Rental:
Specialty Advertising:
25% Specialty Personnel: 4%
3%
Pre-Show Promotion: 4%

Miscellaneous: 6%

Refurbishing: 10%

Transportation: 11%
Show Services: 22%

Construction:

15%

Source: Exhibit Surveys, Inc.

 How Your Customers Hear About the Show

Other

Radio

Newspaper

TV
Word of Mouth

Exhibitor Invitation

Article or Editorial

Trade Publication Ad

Direct Mail Percentage

0 20 40 60

Previous 1st Time

Attendees Attendees

Source: Center for Exhibition Industry Research “Power of Trade

Trade Shows & the
Marketing Mix
 TRADE SHOWS ARE A
COMPLETE MARKETING TOOL!

MARKETING MIX SHOWS PROVIDE:

ELEMENT
New product ideas
PRODUCT Buyer feedback on new products
Access to competitive product
intros
PRICE
Access to competitive pricing info.
Buyer reaction to pricing
PLACE programs
A place to
sell
PROMOTION Awareness of company and/or
product Communication of
marketing message Access to media
 WHAT HAPPENS AT THE SHOW?
• Seminars - on trends in the industry, new technologies,
legal issues, and professional development

• Exhibits - of companies’ new products

• Press Conferences - called by companies to introduce

new products, new marketing programs, or new
personnel

• Hospitality Functions - from breakfast to a night on

the town, companies entertain clients; trade
associations sponsor hospitality functions for their
members, too
WHAT HAPPENS AT THE BOOTH?

• Salespeople meet potential prospects

• Current customers can see what’s new as
well as resolve any current issues
• Executives can meet with potential
distributors, suppliers, or
partners
• Members of the press see new products,
interview staff
• Competitors gather information from
each other
 SALES VERSUS PROMOTION GOALS

SALES GOALS PROMOTION GOALS

Generate sales Intensify awareness of company or

Generate qualified products Create awareness of a new

leads product, service,

or new marketing program

Find new distributors Create a preference for products or

Demonstrate product company Change attitudes toward

(make sales
presentation) company/products

Provide dealer support

 WHEN ARE SALES GOALS IMPORTANT?

 the company is small

 technological change is rapid
 the company’s strategy is to be a
product leader/innovator
 product development times are short
 buying or ownership cycles are short
companies compete against many
competitors
WHEN ARE PROMOTION GOALS IMPORTANT?

 Trying to change corporate image held

by market
 Don’t have a corporate image
 Compete in a market composed of a few
large competitors and many small
competitors
 Serve a market composed of a few
large customers
 Ownership cycle is long
 Products are customized
 Follow a premium price strategy
Implementing a Trade
Show Program
 ELEMENTS OF TRADE SHOW
STRATEGY
1. MARKETING OBJECTIVES
2. SHOW OBJECTIVES
3. SHOW SELECTION
4. THEME
5. BOOTH DESIGN
6. STAFFING
7. PRE-SHOW PROMOTION
8. POST-SHOW FOLLOW-UP
9. EVALUATION SYSTEM
 Setting Show Goals
 What is our marketing message?
 How are we communicating that message
in other media?
 Where are visitors to our booth in their
buying process?
 What do they want to achieve at the show?
 What actions do we want potential buyers
to take as a result of visiting our booth?
 What image of our company and products
do we want buyers to have after visiting with
us?
Three Stage Process Model of
Trade Show Performance
Exhibition Attendees
Target
Attendees
Stage 1: EFF1 = Target
Attraction Attendees
Visiting Booth
Efficiency
Stage 2: EFF2 = Target Visitors
Contact Contacted
Efficiency

Stage 3: EFF3 = Target Contacts

Conversion Converted to
Efficiency
Leads
 Success Factors
Attraction Efficiency: Proportion of target
audience that visits the booth.

• Larger booths attract higher percentage.

• Pre-show & at-show promo leads to higher

percentage
hospitality suites more effective across industry types
effectiveness of various methods varies by industry
size of booth staff important
 Success Factors
Conversion Efficiency:
Visitors turned in to qualified leads.
function of staff training
pre-show promo
quality of give-aways
Factors Separating Successful
from Unsuccessful
Exhibitors
 Successful exhibitors set quantifiable,
written objectives.
 Successful exhibitors depend more on
trade shows.
 Successful exhibitors more likely to integrate
shows with trade advertising, direct mail
and PR efforts.
 No difference in integration of field sales
force into show.
 Factors Used in Choosing Shows

1. Attendance/Lead
Performance
2. Marketing Synergy
3. Participation Costs
4. Staffing Capability
5. Show Environment
Source: Kijewski, Yoon, and Young (IMM 1993)
 WHY USE A THEME?
UNIVERSAL
COMMUNICATION
DIFFERENT
FUN
GIVE A COMPANY
“HEART”
PROVIDE A FOLLOW-UP
HOOK
FIT ALL BUDGETS
 CRITICAL ELEMENTS OF BOOTH
DESIGN
LOGISTICS ISSUES
• FLEXIBILITY
• WEIGHT
• EASE OF INSTALLATION AND DISMANTLE
• OWN OR RENT?

FUNCTIONALITY ISSUES
• FIT WITH OBJECTIVES
• ATTENTION-GETTING ABILITY
• TRAFFIC FLOW
• PRIVATE PLACES
 Calculating Optimal Booth Size
Minimum Booth Space = Attendance X Product Interest % X AIF X 50
Show Hours X Salesperson Rate

Attendance Total attendance less exhibitor personnel,

students, and spouses

Product Interest Projected % of attendees interested in seeing

your product categories

AIF (Audience Interest Factor) % of audience that tend to visit many exhibits.

Show hours Total number of hours the show is open

Salesperson Rate # of visitors a salesperson can talk to in an

hour

Add space required for products, storage & conference rooms to minimum space
calculated using the formula.
 GRAPHICS ISSUES
Eye level usually blocked
Industrial show – feature company name
Consumer show – feature product name
MUST grab attention
 Booth Staffing
Visitor Profile Staff Requirement

Create a New Direction Technical & Upper

Management Know Problem - Don’t Technical

Know Solution

Know Solution - Shopping Salespeople & Technical

Vendors

Existing Customers Upper Management &

Technical Press Upper Management & PR Staff

Source: Chonko, Tanner, and McKee, Marketing Management 1993 p. 40-43.

POST-SHOW FOLLOW-UP
GRADE QUALITY OF LEAD

HOT TO
BUY NOW -
SALESPERSON CALL

MAY BUY SOON –

TELEMARKETER CALL

MAY BUY IN THE NEXT YEAR

–
DIRECT MAIL

WILL NEVER BUY –

NO FOLLOW-UP
 EVALUATION OF SUCCESS

 ANECDOTES
 NUMBER OF LEADS
 TRAFFIC
 RETURN ON INVESTMENT
 AUDIENCE MEMORABILITY
 NUMBER OF PRESS PRESENT
 POST-SHOW PRESS PLACEMENTS
 Average Cost of Closing a Sale without
Developing Leads at Trade Shows

Average Cost
of Sales Calls $ 292

Avg. # of calls
to close sale x 3.7

Cost of closing
as in field $ 1080
Avg. Cost of Closing a Sale with
Leads Developed at Trade
Shows
Average Cost of Sales $ 292
Calls
Avg. # of calls to close sale 0.8
_____
Avg. cost per visitor reached $
185
Additional cost of field sales
calls ($ 292 * 0.8) $ 234

Cost of closing w/TS $ 419

leads
Avg Amt Saved /Closed $ 661
Sale
Why Customers Don’t Buy From Exhibitors

42%

28%

20%
16%

Salesperso No one No Didn’t trust

n didn’t availabl follow salesperson
understand e to up
needs assist
Amount of Time a Visitor Will Wait for a
Rep in a Booth

1 minute
41%

5 minutes 3 minutes 30 seconds Will not wait

14% 28% 11% 6%
What Should A Booth Staffer Do?

1. Greet Quickly
2. Determine Interest
3. Pass Along to Appropriate Party or
Qualify as Prospect
4. Demonstrate Product if
Appropriate
5. Close for appropriate follow-up