Trade shows - definition, significance, key players

1. AND
MAJOR
STAKEHOLDERS
INVOLVED
Trade Shows

2. Definition
 Davidson defines exhibitions as:
 “ presentations of products or services to an invited
audience with the object of including a sale or informing the
visitor
 …. Exhibitions are considered part of the Business Tourism
Industry because they stimulate travel (for both exhibitors
and visitors)and create a high level of demand for travel
services, catering and accommodation (Davidson 1994)”
 Exhibitions may also be called trade fairs or expositions in
different parts of the world.

3. Trade Shows/Fairs – An Introduction
 Trade shows provide a forum in which players associated
with a particular industry can bring their wares together
and exhibit in unity products, that are desired by a single
trade or industry.
 Trade shows are historically private shows open only to
those involved in the industry. They operate on a
business to business levels.
 Some tradeshows open themselves up to the public on
their final days, but most are still completely private.

4.  Travel industry fairs and exhibitions are the major
marketing vehicles in today’s highly competitive
market place.
 In the rapidly changing world travel fairs and
exhibitions have a special significance and
importance to keep pace with new innovation in
products.
 These are considered an effective way to facilitate
contacts, for exchange of information and ideas
and to initiate sales in many industries.

5. Significance
 International trade fairs give an opportunity to the participating
countries to meet a large number of buyers and exhibitors from
different countries at one place,
 to study the market trends and
 to compare the price and quality of similar products
 Exhibitors can compare their products to those of their
competitors, while attendees have the ability to closely examine
competitive products.
 Ideal for introducing and testing new products, thus allowing for
feedback about potential success of these products in the
marketplace.
 In addition, it provides a common platform for exchange of ideas,
technical know how and sharing of information through
seminars, workshops, symposia by experts from participating
countries – all under one roof

6.  Participation in trade fairs also provides the participants
an opportunity to assess their own progress with that of
the exhibitors from other countries and the steps
necessary to achieve better performance and results.
 It Creates better conditions for two way communications
among international partners within the market. It also
helps in creating proper surroundings for encounters
and dialogues between suppliers and customers.
 Organisers of trade fairs could be :
 Different trade bodies or chambers
 Government and Semi Government Organizations.

7. Revenue Generation
 Trade shows are an extremely lucrative business.
Serves as a source of revenue for show sponsors.
 It also provides revenue for the host city and all
related businesses.
 Booth space and Hall Rental
 Employment to a lot of people; carpenters, plumbers,
electricians, florists, drayage (move-in & move-out of booths)
 Hotels – venue, rooms, restaurants, shops
 Host city – local newspaper, cab, toothbrush, toiletries,
purchases from the local shop

8. History
 According to Evan Liefer (Trade show retrospective(1990)) trade shows or
expositions started when caravans crossing the desert would meet and
exchange wares.
 During the industrial era salesmen used to sell their wares calling
customers on the road.
 Due to the impracticality of trying to call on customers individually,
salesmen began to rent hotel rooms to display their wares. (convention and
visitor’s Bureau)
 By mid 1920’s industrious young men developed an exhibit hall, thus
allowing large groups of exhibitors who shared a common product or
industry to showcase their wares together.
 Currently the trade show industry represents the most exciting dynamic
and cost effective means of marketers to achieve their sales goals.

9. Travel Mart History
 It was in the 50s that the first attempt was made to
establish and organize trade shows relating to the
tourism Industry.
 The main objective of the fairs was:
 A) As “Public Fairs” : to enable travel agents and Tour
operators, hoteliers, carriers and National Tourist
Offices(NTO) to establish contact with their markets,
especially with the travelling public and thus to promote
their programmes and services.
 B) As “trade fairs” in the more specific sense, their
opportunities for contact and business discussion

10.  Since then many other countries have been
organizing travel trade fairs regularly.
 A large number of exhibitors participate in these
fairs representing all segments of travel industry
and include travel agents, tour operators, hoteliers,
airline companies, shipping companies, national
tourist organizations etc.
 Over the years there has been a steady growth in
the number as well as participation in the travel
trade fairs.

11. KEY PLAYERS
 Trade show sponsors
 Trade show Manager
 Service contractors and Sub-contractors
 Exhibitors
 Attendees
 Trade show Bureau

12. Trade show sponsors
 Show sponsors are generally trade or professional associations who use the
trade show as integral part of their meetings/or conventions to generate
revenue. Sponsors of meetings and expositions can be: Associations,
Corporations, Trade Unions Independent companies, Religious Groups,
Tour Groups, Theatre and arts groups, social organisations etc.
 They sponsor meetings for numerous reasons dealing with the specific
purpose of their organization.
 Sponsors are responsible for procuring the physical facilities in which the
trade show will be held.
 This includes developing an exhibitor list, marketing the show to exhibitors
and attendees, organising suppliers, organising move-in and move out of
the show and overseeing all financial responsibilities and contracts
involved with the trade shows

13. Trade Show Managers
 He is the person appointed by the trade show sponsors to run the show.
And is concerned with infinite details of selling the show, moving in the
show, setting up the show, executing the show and moving the show out of
the convention or trade show facility.
 Show managers traditional priority has been to sell the floor space to
exhibitors. The show manager develops a new idea to the potential trade
show, books a facility to host it and then sells the show to potential
exhibitors.
 Show managers are responsible for recruiting exhibitors and attracting
attendees, selecting the show site, making hotel arrangements, developing
educational programmes and overseeing all logistical planning.
 To do this they first develop a profile of prospective/ and or past attendees.

14.  Once a profile has been developed, the show manager will use
this information to develop an exhibitor prospectus to send to
potential exhibitors.
 A good prospectus will include dates and location of the show,
past exhibitors, attendee figures, floor rental prices and other
basic information.
 Based on this prospectus the exhibitor makes a decision on
whether to be a part of the exhibition or not.
 After the exhibitor decides to take part in the show,
communication between the exhibitor and show manager
begins and will continue until the show ends.

15.  An exhibit kit is mailed out to the potential exhibitor which includes
– “rules of the exposition organiser and exposition hall, along with a
set of contracts and promotional pieces offering products and
services from the official service contractor, mode of payment and
insurance coverage provided.
 Trade show manager is also responsible for attracting qualified
attendees. He must know how to reach the intended audience as
well as oversee the logistics of ticket sales and registration.
 Another important task is to select an official service contractors
and sub-contractors.
 At the end the show manager has to evaluate the show and verify
such facts as attendance and exhibition presence. In the case of
annual shows the manager uses this evaluation to improve the next
years show.

16. Service Contractors
 Individual responsible for providing all of the services needed
to run the facilities for a trade show. He is a major, behind-
the-scenes player.
 They usually service two levels of customers: a) show
management and b) Individual Exhibitors.
 Show Management Services
 Decoration
 Booth set up, carpet, furniture rental,
 Signage and graphics
 On-site coordination
 Labour and union contracting and management
 Cleaning service
 Drayage – shipping the booth too and from local warehouse to
exhibition Hall, transporting it back from the truck to the booth site
and then returning it to the truck after the show.

17.  Exhibitor Services
 Rental options
 Booth Set-up
 Installation and dismantling services
 Accommodation
 Signage and Graphics
 Labour union contracting and management
 Specialised services
 Floral
 Catering
 Photography
 Supplementing booth personal
 Electrical, Plumbing, Exhibit design and construction
 AV rental etc

18.  Some of the services may already be provided by the facility hosting
the show. E.g plumbing, air, water, electrical services etc. In such
cases the facility itself acts as a specialist contractor.
 The “Exhibitor Services Department” of the service contractor sends
order forms listing the many services an exhibitor may want or need
to order.
 The exhibitors complete the form and return the form to the form to
the general service contractor.
 This is an extremely complicated process and demands constant,
detailed communication between the show manager, the facility, the
general service contractor, sub-contractors and exhibitors.
 Once the show begins, representatives of the show managers are
usually present through out the entire event to make sure it runs
smoothly

19.  Another group of employees called the “account executives”
oversee the “set-up” of a show. During the set up, the freight
arrives, material is unloaded and delivered to the correct
booth space on the floor, signs are hung, utilities connected,
carpet is laid and booths are set –up.
 These activities demand detailed planning and competent
on-site management.
 The account executives mediate any labour dispute and make
sure speciality sub-contractors provide the necessary
services.
 These people are also responsible for the move-out after the
show.
 They also invoice the show managers and exhibitors. (exhibitors
rent floor space from the show manager but buy other services and materials such as
signage, booth rental, special decorating from general services contractors)
 * **When the show contractors service the same show year after year they
become experts and thus the organisers provide them with multiyear
contracts.

20. Exhibitors
 Exhibitors rent space, purchase an exhibit, have it transported and
set-up, all in return for an opportunity to sell and are ultimately
responsible for making a decision to participate at any show.
 Exhibitors appoint “Exhibit Managers” to conduct their stalls
during the trade shows.
 There are basically two types of Exhibit Managers. The 1st group are
the employees of the company – managers, sales executives,
corporate communication employees for whom the trade show
becomes an added responsibility.
 There are yet another group of professionals known as the “Exhibit
Managers”. For them it is their career. Found only in larger
corporations

21. Duties of Exhibit Show Managers
 They have several key duties. First, they help their company select
which trade shows to participate in.
 In-charge of logistics of moving their displays in and out of the
venue.
 Responsible for recruiting, training and supervising their booth
staff.
 Profit making is their prime responsibility hence they have to do
everything possible to make sure that sales can and do happen.
 In short they are responsible for effectively integrating the trade
show activity or event into the overall market plan.

22. Attendees
 Those people who attend trade shows and expositions to
buy from the exhibitors and/or learn more about their
industry are called the show attendees or the delegates.
 There are different kinds of attendees at trade shows
including serious qualified customers, trade show press
and “lookie-loos” (members of the general public who are curious to know
what is happening. Generally they have no qualifications or intentions to buy)
 Any number of people from a particular company
may serve as the show attendees, including CEOs,
middle managers, sales managers or buyers.

23.  Trade show managers are interested in maximum
attendees to make marketing future shows easier. The
success of a show greatly depends on the number of
attendees.
 There are now a few private shows that open themselves
to the public on the last day of the show to increase
attendee numbers.
 Today’s companies invest a great deal of time and money
to send representatives to trade shows and many of these
visitors have travelled long distance to attend the show.

24. Trade Show Bureau
 In 1978, 12 industry groups realised that a neutral non-issue-
oriented organisation was needed to address the trade show
industry.
 They founded the trade show bureau for the sole purpose of
“promoting trade shows as a bona-fide marketing medium.”
 Trade show bureau researches studies pertaining to industry trends
and effective marketing practices.
 Trade show Bureau has managed to give the industry both credence
and respect.
 Today there are 17 sponsoring organisations and over 700
subscribing members of the bureau.

25. FAMOUS TRADE
SHOWS

26. International Tourism Borse - ITB
 The first travel trade fair known as the International Tourism
Borse (ITB) was held in the year 1967 in Berlin. Originally
being held for a period of 7 days, it is now held for 6 days.
 Starting with 9 exhibitors from the world of tourism at the
Overseas Imports Fair along with a two day convention in the
Berlin Congress Hall, in the year 1966, today ITB claims to be
the world’s largest travel trade fair.
 Over the years, the scope of the fair is being widened to
incorporate more areas of interest in the field of tourism.
 For instance, the Congress “Electronics in Tourism” has been introduced
concerning use of electronics in various tourist trade fields.
 The travel fair is normally held in the month of March each
year. The total available space for exhibitors is around
163,000 square meters.

27. World Travel Mart
 The World Travel Mart is an Annual event held in
London every year in the month of November.
 WTM was first organized in the year 1980 as an
International Forum.
 World Travel Mart provides an opportunity to the
exhibitors to present their products and services
and negotiate future business contracts
 WTM has evolved a unique feature since the last
few years whereby the exhibitors can meet leading
buyers with prior arranged appointments.
(Meridian Club Membership feature)

28. International Brussels Travel Fair
 Popularly known as BTF, held in the month of
November in the city of Brussels in Belgium. Brussels
has a unique advantage of being the capital of the
European Community.
 The three day event is held between Thursday and
Saturday
 It is more of a technical than promotional event. All the
three days are for the professionals and therefore of
great interest to operators, hoteliers and travel agents.

29. Some more examples
 SMTV – Salon Mondial Du Tourism et Voyages,
Paris, February
 FITUR – Faria International Tourismo, Spain, Jan
 EIBTM – European Incentives and Business Travel
Meetings, Geneva, May
 PTM – PATA Travel Mart

30. Some recent additions
 ITTF – International Tourism Trade Fair, Zagreb
Croatia
 BTTF – British Travel Trade Fair, Birmingham,
England
 MITT - Moscow International Travel and Tourism
Exhibition, Moscow
 ITE – International Travel Expo, Hong Kong
 ITA – International Tourism Asia, Hong Kong
 ATM – Arabian Travel Mart, Dubai
 IITEM – India International Tourism Expo and
Mart, New Delhi