4. event management - ii

8/7/2019 4. Event Management - II

1/23

Exhibitions&

Trade Fairs


2/23

Existing Customers

` Maintaining / Strengthening Relationships` Information Exchange` Opportunity to Serve

` Formal / Informal Interaction` Stimulate Add On Sales` Special Opportunity to Book Sales` New Product Launch` Build Image` Test Ideas / Concepts / Products / Services` Gather Competitive Intelligence` Comparative Advantage


3/23

New Customers

` Receive Prospects` Newer Applications` Determine Needs

` Conduct Research` Transmit Messages` Gather Data and Information` Follow Up for Sale` Image Management` Competitive Presence` Test Ideas / Concepts / Products / Services


4/23

` Competitors ( Information, Developments, Resources, Strategy,Manpower, Future Projections, Communication Strategy etc.)

` Employees ( Interaction, Training, Belongingness, Morale, Feeling

of Importance, Change, Formal Informal Exchange etc.)

` Associations ( PR, Build Relationships, Common Forum )


5/23

` Indoor / Outdoor` Local / Regional / National / Global` Permanent / Temporary` Informative / Commercial` Public / Private

` Trade Fairs Industry Specific` Thematic / Occasion / Festival Based` Consumer Fairs / Melas` Product Launch Event

` Internal Exhibition - POP Displays / Signage / Corporate Exhibits


6/23

` Literature` Flyers` Invites` Stickers` Display Panels

` Giveaways / Specialties` Demonstration` Personal Selling` Sampling` Fascia Panel` Banners / Flags` Gates` Directory


7/23

` Event Sponsorships` Audio Visuals` Interactive` Film` Scrolling Displays / Video Wall / Laser Lights

` Announcement` Bag` Stationery Visiting Cards, Guest Book, Feedback From` Print Advertisements` Magazine Supplements / Special Issues` Souvenirs


8/23

` Designers` Advertising Agencies` PR Agencies` Event Managers

` Exhibition Specialists` Fabricators` Exhibition System Providers` Exhibition Organizers` Industry Associations

` Trade Fair Authorities


9/23

` Signmakers` Lighting Suppliers` Equipment Hirers` Painters

` Digital Printshops` Carpenters` Utilities` Furniture Hirers` Hostesses

` Cleaners` Assembly / Dismantling` Material Handling` Transportation


10/23

` Bare Space Island, Peninsula` Shell Scheme One / Two / Three Sides Open` Outdoor` Table Top

` Catalogue Show` Special Counters` Pavilions


11/23


12/23

` Kiosks / Computer Terminals / Interactive` Meeting Rooms` Formal Informal Sitting Areas` Cabins

` Lighting` AV` Storage` Pantry` Passages / Walkways

` Guidelines / Markers` Decoratives Fountains, Flower Pots etc.` Refrigerator / Tea Coffee Makers` Dust Bins /Flower Arrangements


13/23

` Brand Imagery` Corporate Identity` Thematic Presentation Consistent Message` Space Management

` Simplicity and Elegance` Inviting and Friendly Design` Well Defined Movement` People Selection / Stall Selection` Ambience

` Minimalist Approach` One 2 One Communication` Comfort Zone` High Tech Graphics / Presentations


14/23

` Hire` Reuse` Lighter Materials` Eye on Transport Costs

` Portability` Lesser Set Up Time` Local Teams` Adaptive Design` Advance Bookings

` Hotel / Transport Bookings` Emergency Kit` Formalities / Records / Documents / Permissions` Proper Packaging


15/23

` BASIC

` Appropriateness, Audience` Promoters` Success Rate` Competitors` Investment` Expected ROI`

Availability of Resources


16/23

ADVANCE` What products/product lines need to be displayed?` Who is our target audience at this show?` What are our purposes / objectives?` Has an exhibiting budget been established?

` Has our space been reserved? Deposit paid?` What booth design will meet our objectives? Reuse old exhibit?

Brief preparation ?` Do we need new graphics?` Extra items? (AV/plumbing/air/water/drainage/telephone/computer)` What freight arrangements need to be organized? Insurance?

` Has a lead card / invitations been designed and printed?


17/23

PROMOTION` What pre-show promotion needs to be organized?` Personal invitations / advertising / direct mail / public relations /

website` Has our booth number been included on all pre-show promotional

pieces?` Do extra literature/catalogues/price lists need to be printed?` Have press kits been prepared?` Press conference ?` Has our show guide entry been completed and mailed?` Promotional giveaways?

` On-site promotions? airport advertising? billboards? hotel TVadvertising? transit advertising? show daily advertising? showdirectory advertising? Have hospitality functions been planned?


18/23

PEOPLE` How many people are needed to staff the booth?` Who are the best people to represent the organization?` Has staff training been organized?` Has a pre-show meeting been scheduled?

` Is the booth team familiar with products/services being displayed?` Has a practice demonstration session been organized?` Will a technical representative be available to answer questions?` Has a dress code been established?` Have badges been ordered for all booth personnel?` Do the booth personnel have sufficient business cards?

` Who will oversee booth installation and dismantling?


19/23

` concept analysis and creative development includingprototype

` theme identification and development (through wordpictures, sketches and plans)

` identification of display assets and resources` detailed design (plans, schematics, specifications, etc)` design supervision and project liaison or turnkey

execution (erection to dismantling)` production of ancillary multimedia elements - lighting,

sound and video system design, print design, uniforms &

cost estimation` creative execution and supervision


20/23

` Pre-show

1. Failing to set exhibiting goals

2. Forgetting to read the exhibitor

manual3. Leaving graphics to the last

minute

4. Neglecting booth staff

preparation/training5. Improper Brief / Delegation


21/23

` At-Show

6. Ignoring visitors' needs

7. Improper Handing out

literature and premiums8. Being unfamiliar with

demonstrations

9. Overcrowding the booth with

company representatives


22/23

` Post-Show

10. Ignoring lead follow-up

11. Overlooking show evaluation


23/23

` Consistency and repetition` Ensure all your material has your logo, colors, typeface, slogans

and characters. Everything you develop should have the same lookand feel.

` Peoples perception about your company, products, and services isa major factor in their choice of brand preferences and their buyingbehavior. All perception is subjective and based on experience.Individuals tend to interpret information according to existing beliefs,attitudes, needs and mood.

` Branding is a process. Total consistency, congruity, clarity andfocus in every aspect of your exhibiting program, before,

during and after the show are essential.