‘The financial value of the exhibition industry is substantial.’

THE EXHIBITION INDUSTRY

Exhibitions can be divided into trade shows and consumer shows:

• Trade shows are aimed at particular segments of industry or markets, such as the library industry or the security industry.
• Consumer shows are targeted at the end-user and as such are open to the general public, such as the Ideal Home Exhibition or the Boat Show.

Some exhibitions may run for several days, and have different days dedicated to the press, trade and the public. Stand-holders, or exhibitors, purchase space to display their wares or services alongside others. The exhibition companies provide the venue and facilities and aim to sell a required amount of exhibition space and to draw in as many visitors to the exhibition as possible to view those stands.

Becoming increasingly popular are consumer shows related to popular television programmes or magazines, such as The Clothes Show Live and the GQ ACTIVE Show. These enable members of the public to ‘experience’ the concept and participate in demonstrations, meet the presenters, etc.

Conferences and exhibitions

Large exhibitions are a separate part of the events industry and guidelines for running them are not within the scope of this book. However, many conferences do have exhibitors in one form or another to complement the conference, just as some exhibitions include a conference. In most cases the exhibition at a conference will consists of a handful of stands, some may have many more, but the emphasis is on the conference as the main event with exhibitors being welcome additions. However, the fact that the exhibition may be of secondary importance does not mean that it should be thrown together without due consideration and planning.

INCORPORATING AN EXHIBITION IN YOUR CONFERENCE

Why should we have exhibitors?

There are benefits to be gained by everyone if an exhibition is to be included in the conference agenda.

Benefits to the organisers

• Income generation from sale of stand space.

Benefits to the delegates

• Increased interest.
• Opportunity to talk directly to suppliers.

Benefits to the exhibitors

• Captive audience of potential customers.

SOURCING EXHIBITORS

As with sourcing potential sponsors, draw up a list of companies/organisations which would identify your delegates as potential customers. It would be sensible for the option to exhibit to be included in the sponsorship form.

Having identified, contacted and reached an agreement with an exhibitor, confirm the arrangement in writing, detailing exactly what the package includes, what the cost will be and when the invoice will be issued.

WHAT TO INCLUDE IN THE COST

Some exhibitors use their own portable stands and will require only the space in which to erect it. However, this is by no means always the case and you should indicate whether furniture will be included, such as tables, cloths and chairs. As it is likely that these will be provided by the venue at no cost to yourself they should be included. Other furniture and display boards or shell schemes could be provided to order and invoiced for directly by the supplier.

Free delegate places to the actual conference will again not cost you anything other than the catering costs, so including a couple of places in the package will be seen as a benefit, and also make it clear that the places are limited and that it will not be possible for more stand staff to wander in and out as they please.

Shell schemes

Shell schemes can enhance the appearance of an exhibition by keeping the overall design of the stands the same. A combination of aluminium framework and panels of various materials, shell schemes can be supplied by specialist companies and can include a fascia board which allows company names and stand numbers to be displayed. Some panels are covered in a velcro-compatible loop nylon which allows graphics to be easily attached.

ALLOCATING SPACE

Obtain a detailed floor plan of the exhibition area, including power points and telephone points. Mark on potential exhibitor spaces. Look at where the premium sites may be. Delegates will tend to congregate:

• close to the coffee serving point
• immediately opposite the entrance to the exhibition
• on the main thoroughfares.

As exhibitors confirm their places the floor plan can also be confirmed and should be passed to the venue staff for approval. They will need to ensure that the layout meets with their Health and Safety requirements in terms of keeping emergency exits clear. The shell scheme contractors, if used, and anyone else involved in the construction of the exhibition stands, should be supplied with a copy of the floor plan.

Before the exhibitors arrive to set up, measure out the individual stand spaces and mark them up with chalk or masking tape. It may be that you are providing exhibition carpeting, in which case it may be possible to use a different colour carpeting for the stand areas to the rest of the floor.

The exhibitors should be provided with clear instructions and it can be helpful to provide them with an exhibitor pack or manual, similar to the speaker packs.

The exhibitor information pack

Background information on your organisation

They may be unfamiliar with the aims and objectives of your organisation and this will help them to understand ‘where you are coming from.’

Overview of event

The aims and objectives of the event and a very brief history if it has run before.

Details of the exhibition

When it will run and the number and duration of the opportunities the delegates will have to visit the exhibition.

Details of the conference programme

They may have items that are pertinent to particular presentations.

Documents

• 1.What is required from them in terms of company description for the programme (including the maximum number of words to be used).
• 2.A form for the exhibitors to complete and return that confirms they will abide by all relevant Health and Safety requirements and that they have carried out a risk assessment in relation to their stand. This form must be returned before they arrive to set up their stand.

Clear directions/map

Easy to read and accurate. The directions should include location of loading bays and details of whether vehicles will be required to move to a particular parking area after unloading.

Details of what to do on arrival

Who to inform of their arrival. Include set-up times and dismantling times.

Delivery instructions

Details of where and when deliveries can be made before the event and from where collections can be made after the event. This should include details of names, departments, etc that should be clearly marked on packages. The venue staff will be able to advise you on this.

Details of lunch/hotel accommodation

Whether lunch/refreshments will be available for exhibitors and at what cost if not complimentary.

Contact number for appropriate suppliers

Itemise exactly what will be available to them in terms of furniture – tables, chairs, power points, etc – and give details of suppliers who can provide additional items.

Parking pass

If applicable.

Contact details for queries

Details of how and when exhibitors can reach you, including on-site.

A feedback form

The opinion as to the success of the event is important from the exhibitors’ point of view as well as the delegates’ and speakers’, so give them an opportunity to be constructively critical and to relate their own experiences and suggest new topics for future events.

MAKING IT WORTHWHILE FOR EXHIBITORS

Conference exhibitors do not expect to have the attention of the delegates throughout the whole event, but to make it worth their while attending you must ensure that the delegates get to see them at every opportunity. Refreshment breaks and the lunch period are the most obvious. Refreshments should be taken in the exhibition area so delegates are not drawn away from the exhibition. Nibbles and sweet treats placed on the stands will help to encourage the delegates to visit the stands. Perhaps you could serve a finger buffet in the exhibition area and have dishes of scrumptious cakes and pastries on the stands for dessert.

Delegates tend to disappear quickly at the end of the day, so if you wish to encourage them to stay and view the stands again give them some encouragement in terms of food and drink. You may be thinking that all delegates do is eat and drink all day... but in fact, they do! It is part of the whole conference ethos and as an organiser you will naturally segregate your day into feeding times.

Drawing attention to exhibitors

Instruct the chairperson to announce to the delegates when the exhibition will be open to them so that they have the opportunity to plan their visits to the stands. It will also help if you can spare a few minutes in the programme for a representative of each exhibiting company to introduce their company to the audience. Maximum use can then be made of the time available when delegates visit the stands. Just a couple of minutes each will suffice and help to make the exhibitors feel part of the event.