Participate in Moscow exhibitions?

How to participate in the exhibition?

Participation of the company in the exhibition requires serious work - analytical, planned, organizational; control and regulation well before and after the exhibition.
The responsible manager must be empowered and have the right to make decisions regarding all issues of exhibiting. These issues include:
- The area necessary for the exhibitor to represent goods and services. For this it is necessary to decide what to exhibit; as the exhibits can be placed in space and know how much a square meter costs.
- Development of the project budget. In order to avoid unnecessary waste and increase the return on exposure investments, budget expenditures are better divided into two areas: direct costs - payment for the stand space, assembly and dismantling of the stand, special literature and indirect costs - staff time for preparation for the exhibition, costs and expenses for work at the exhibition and its provision.
- Selection / design of the stand. A stand is a design that allows you to demonstrate your product. The stand can be brought by the exhibitor or its manufacture can be ordered to the exhibition organizer. The exposition should be focused on volumetric perception, well-illuminated, use existing models, films - everything that attracts unusualness. The exposition should take place for the outer clothing of employees, the place for reception is the living room for visitors. It is advisable to have a book of reviews.
- Preparation of materials for the exhibition catalog (usually a few months before the beginning of the exhibition).
- Planning of transportation of exhibits and stands, placement of employees.
- Preparation and printing of invitations to visitors, in the appearance of which the participant is interested.
- Training of personnel to work at the exhibition. Staff should be able to show a new product in action, explain its functions and benefits.

Causes of unsuccessful participation

    Exhibitions are a more effective method of trading than direct sales when it comes to finding new customers. But, despite the abundance of opportunities, the management of many companies complains that huge waste of time and money for trade shows often does not pay off. What are the causes of this phenomenon?
Lack of clear goals. One of the most common reasons for failure at the exhibition is the lack of clear goals for participation in the event. Often the only excuse that causes the company to participate in the exhibition is "because there will be our competitors" or "if we do not show up, everyone will think that we have gone bankrupt". Agree, this is not a very convincing justification for the annual cost of participation in exhibitions (about 10 thousand dollars for one exhibition).
Unrealizable goals. Similarly, the management of companies may have unrealistic expectations from participation in the exhibition. By and large, a trade exhibition is not the most suitable place for the organization of supercomplex measures to stimulate sales, carry out an official marketing research or service its main customers. But the exhibitions are ideal for identifying potential customers, presenting new products, conducting an unofficial marketing research or searching for new market opportunities.
Insufficient attention to the individual characteristics of each exhibition. If you have visited more than one trade exhibition for your life, then you should be aware that each of them has its own "individuality", which differs from others. This can be reflected in the type of visitors to the exhibition, the type of exhibiting companies and the availability or absence of a technical program. But if this unique personality does not match the main reasons for your participation in the exhibition, then you simply waste time.
Underestimation of the complexity of exhibition marketing. Exhibition marketing is more than exhibiting their products at the stand and appearing in public. In order to use your appearance to potential customers to the maximum, you need a carefully thought-out plan (for example, mass mailings before the beginning of the exhibition, appointment of meetings with the most important clients in advance and thorough development of your company's presentation at the stand).
Inadequately trained staff. There is nothing that can render the organization worse than the exhibition staff, who has no idea about the company's commercial goals, except for her desire to participate in the exhibition. Achievement of strategic objectives of participation in the exhibition is entirely on the shoulders of employees who work at the stand. If you do not have a trained staff, then you threaten all your material investments in the exhibition.
Insufficient attention to work with received contacts. The fatal mistake of many companies that have already committed large expenditures for planning and implementing their participation is that they do not plan for immediate and coordinated work with the contacts that they managed to get at the exhibition. Unfortunately, in this case your competitors will benefit, which will be able to implement their plans for continuation of interaction with customers, launched at the exhibition.

Exhibition dictionary of terms and definitions

Types of exhibitions

(Specialized exhibitions, International, exhibition-fair, exhibition-forum, festival).
Exhibition with full participation of organizations: An exhibition in which organizations directly participate directly with the lease of a stand for the work of their own or engaged personnel.
International exhibitions: Fairs in which at least 10% of the total number of participants are foreign organizations.
Congress events: The program of scientific and practical events (congresses, rallies, seminars, corporate meetings), which make up the congress part of the exhibition and complement the exhibition.
Participation by absentee participation in the exhibition without a stand. In this case, the official catalog of the exhibition publishes information about the company in the section on participants. As a rule, the organizers place advertising materials of the absentee participant on the information desk (if they are provided in advance by the participant). In this case, the form of participation is characterized as full-time. Participation in an exhibition in absentia - When a firm experiences a budget deficit or is geographically too far from the venue of the event, it is possible to take part in the exhibition in absentia.Stand

Types of exhibition stands.

Exhibition stand (Standard stand) - according to the national standard of the Russian Federation, this is a single complex of area (most often in square meters) and structural elements, design, which the organizer of the fair provides to the exhibitor on the terms of the contract of participation, and with the help of which the latter reaches objectives of their participation in the event or demonstrates goods or services.
Exclusive exhibition stand is a stand designed and manufactured according to the individual technical task and wishes of the company-participant.
The corner stand is an exhibition stand with 2 open sides, i.е. The stand has only 2 walls and 2 fascia panels (the stand with open sides has access to two passes).
Stand "island" - the stand, open from all sides, does not have walls and frieze panels. (plot of exhibition area only with carpet and rosette).
Stand "peninsula" - the stand is open from three sides.
Linear stand - a stand with one front side and an exit for only one pass (3 walls).
Stand in an enclosed space (for placing small- and medium-sized exhibits in a closed exhibition area).
Stand in the open air - to accommodate large-size exhibits in the area adjacent to the pavilion.
Mobile stand is a prefabricated stand made of lightweight structures.

Exhibition areas

Exhibition space is an area for placing booths of exhibitors and exhibition events, for holding conferences for the entire duration of the exhibition. (types: closed and open exhibition area).
Equipped exhibition area (Closed exhibition area) - corresponds to a standard exhibition stand. Renting an equipped area of ​​a certain footage, the company-participant receives an exhibition stand of the appropriate size, typical for this exposition, equipped with a minimum set of furniture necessary for participation in the exhibition.
Unequipped exhibition area (closed unequipped exhibition area) - in this case, the company-participant rents the "bare floor" from the Organizer (the area without a stand) independently searches for the company-builder of the stand. In this case, the company - developer must pass mandatory accreditation at the venue, which is dictated by public security measures.
The open exhibition area is an unequipped square on the street directly at the exhibition pavilion, rented out to participants for the duration of the exhibition.
The exhibition complex, the exhibition center - a building for exhibitions and fairs and exhibition events, equipped with all necessary infrastructure for this.
Pavilion is a covered building, for the duration of the exhibition the pavilion's area is rented out to exhibitors.

Information

Subjects of the exhibition: List of groups and individual types of exhibits, developed by the organizer on the basis of the concept of the exhibition.
The program of the exhibition: A set of events that allows exhibitors to demonstrate their exhibits as much as possible, both at the stand and outside.
The plan of the exhibition is the layout of the exhibition with the location of the stands.
The duration of the exhibition: The period of time during which the exhibition is open to visitors.
Installation and dismantling - the period of preparation for the exhibition and installation of exhibition stands, as well as post-exhibition work on the dismantling of the exposition and exhibition structures. Are held a few days before and after the exhibition.

Exhibitor's documents.

Participant's guide: an electronic or material document containing information on the event, rules, application forms for services and other information intended for exhibitors.
The application for participation in the exhibition is a document that signifies acceptance of the conditions of participation in the exhibition and fair event and acceptance of the obligations stipulated by the announcement of the exhibition and fair event.
Contract for participation - A document drawn up in writing, which defines the conditions for participation in the exhibition and fair event.
Exhibition catalog is a document, on paper or electronic media, containing a list of participants, their contact information, stand numbers and any other information related to the exhibition. Distributed during the exhibition.

Equipment of exhibition stands

Freese - a facade inscription at the top of the stand, on which the name of the company-participant and the stand number (except for exclusive building) is put.
Spot-sconces - lighting fixtures (soffits).
The farm is a pendant metal structure for fixing lighting spots or elements of exposition decoration (large-format banners).
POS equipment - presentation equipment. A set of devices designed to increase the efficiency of the enterprise. (monitors, computers, projectors, LCD screens, stands and information stands).
Wall panel - the standard wall (exhibition) panel measures 1m x 2.5m.
Exhibition designer is a mobile exhibition system of any configuration, which is being transformed into building and standard and exclusive stands. (consists of elements).

List of common exhibition concepts and formulations

Exhibitor, Exhibitor (direct exhibitor, main exhibitor) is a legal entity or an individual who has submitted an application for participation in the exhibition, which has concluded the contract directly with the organizer. And also, having an exhibition stand and publication of information in the official exhibition catalog (with full participation). The objectives of the participant are to promote their professional interests, demonstrating the goods / services with the help of the personnel present at the exhibition, incl. personnel of the main and joint / collective participants / co-exhibitors.
Exhibition organizer / Exhibition operator is an officially registered organization that provides: preparation and holding of exhibitions. The main activity of the organizer: the provision of services for participation in the exhibition to participants (exhibitors) and coordination.
The exhibitor's own staff is the personnel of the particular organization (participant / exhibitor's staff) participating in the exhibition-fair, who participates in this exhibition and works at the stand.
Exposition - A definite finished part of the exhibition / fair, often having an independent meaning.
Exhibit: A sample (product or service), which, in accordance with the requirements of the rules (conditions of participation), can be displayed at a fair / exhibition for public viewing.
Completion of the stand - depending on the size of the stand, it is completed with a corresponding number of tables, chairs, spots, cabinets, information racks.
Stand rental is the provision of an exhibition area to the exhibitor with elements of exhibition structures for the duration of the exhibition. It is provided by the organizer of the exhibition, according to the application.
Passes to the exhibition / Badges of participants - usually a nominal document, for passage to the territory for the duration of the exhibition or during the installation / dismantling.
Invitation cards - serves for a one-time free pass to the exhibition, is valid for one person.
Diploma of the participant - at the end of the exhibition is given to the participant by the organizer of the exhibition.
Registration fee - an official fee for participation in the exhibition, includes: placement of information in the exhibition catalog, badges and badges, general cleaning of the pavilion, security, costs for advertising materials of the exhibition.

How to determine the size of the stand?

Often we face the question, when the exhibitor finds it difficult to determine and choose the dimensions of the exhibition stand, because does not represent how the stand (exposure) will look. The size of the exhibition stand is determined on the basis of the budget, technical need: demonstration of the brought equipment, arrangement of booklets, meeting room, reception and the number of employees at the exhibition.

A small stand (from 6 to 12 sq.m.) will allow the compact placement of information: posters, information desk, chair.
The average stand (from 12 to 18 sq.m.) allows you to place showcases with samples of products, several meeting tables.
A large exhibition stand (from 20 sq.m.) is a large exhibition area for the work of a group of managers, includes negotiation zones, product demonstration zones, determines the company's level in the industry market.