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.

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.