An exhibition is a powerful marketing tool for promoting business and demonstrating a company's products on a large scale, as well as a way to attract investors and gain new partners or clients.

At the event, you can also:

• study consumers and target audience;
• maintain communication with clients or buyers;
• conduct presentation of new products or services;
• emphasize the company's status;
• form a positive image;
• attract new employees.

Types of exhibitions

Exhibitions are classified according to several criteria.

By industry affiliation

• industry-specific: have a specific specialization, so companies from a single industry participate in them;
• cross-industry: cover several different industries, so companies with diverse products participate.

By territorial feature

• regional: showcase various products of local companies and are held within one region;
• international: present a wide range of companies from several countries;
• national: conducted within one country and dedicated to its economy and specific activities.

By target orientation

• exhibitions that support company image: emphasize the corporate style and are aimed at the established customer and partner base;
• trial exhibitions: present a newly formed image to the public and focus on finding and attracting future customers and partners.

By intended use

Product exhibitions

The most popular option for exhibition events. На них предприниматели представляют ассортимент продукции, презентуют новинки, запускают рекламные кампании, а также могут заявить о проведении какой-либо акции. 

At the exhibition, companies showcase product samples for every visitor to see, and offer accompanying printed materials: booklets, catalogs, brochures, magazines, or even books about their activities. Organization managers attract visitors, talk about the products, and provide consultations on all matters.

Group of products exhibitions

Consumer demand research is conducted at such exhibitions: the reaction of buyers to a specific product segment, its type, or a specific series is studied.

Thematic exhibitions

This format involves the participation of companies with homogeneous business directions. Moreover, the format can be diverse: from a fair of handmade products to an exhibition of agricultural machinery. The event may include master classes, competitions, and other interactive activities. Exhibitions are held on holidays or weekends to attract a larger audience.

Key stages of organizing an exhibition

Defining goals

To make the exhibition effective, it is necessary to determine what business objectives it will solve. Это может быть привлечение новых покупателей, поддержание имиджа и статуса, презентация новых товаров или способ заявить о себе, если компания основана недавно. 

Concept implementation

The organization of the exhibition should be based on a core idea. Based on this, specialists create the event program, develop the design of the exhibition space, and determine advertising media.

Marketing promotion

It is necessary to develop an advertising strategy to attract visitors and participants. Various options can be used to disseminate information: audio and video advertising, personal online and offline invitations, announcements on social networks, distribution of leaflets, and other methods.

If the exhibition's theme targets a wide audience, advertising can be placed in high-traffic areas: shopping and entertainment centers, public transport, subway, and on outdoor multimedia modules.

Preparation for the event

At this stage, the venue is selected, the circle of participants and invited guests is determined, printed materials are produced, and technical equipment is set up. Additionally, the exhibition space is arranged by selecting furniture, displaying products and souvenirs, preparing multimedia, and zoning the location.

Exhibition budget planning

It is better to plan the exhibition budget in advance to objectively assess the tasks that need to be accomplished during the event. We recommend not skimping on budgeting for the exhibition, as it is aimed at attracting consumers and increasing demand.

First and foremost, the event should fully pay off and bring additional benefits to the company. It is important to determine the minimum number of sales at which investments will be justified. Это можно сделать, рассчитав предполагаемый бюджет, сумму средней продажи и показатели окупаемости. 

Also, expense items may include participation fees and venue rental, the cost of manufacturing exhibition stands and promotional materials, travel and accommodation expenses for staff, as well as additional expenses for force majeure situations.

Venue selection

При поиске подходящего помещения важно учитывать три фактора: размеры выставочной экспозиции, количество участников и количество посетителей. 

Depending on the dimensions of products and furniture used for product presentation, a lot of free space may be required. От второго и третьего параметров зависят нужные показатели максимальной вместимости площадки.  

These criteria also affect the arrangement of exhibitors' spaces, the amount of free space for equipment, and even guests' emotions after visiting the event.. Арендуемая площадь должна вмещать все необходимое и при этом оставлять пространство для комфортного передвижения сотрудников и посетителей. 

Staff selection

The minimum number of staff and required skills depend on the scale and format of the exhibition. Often, exhibitions require the services of general laborers, administrators, and cleaners.

• Laborers perform activities to move equipment, assemble and disassemble stands and other structures, set up equipment, and other physical or technical duties.
• Administrators take on organizational activities to meet and advise visitors, as well as monitor the progress of the event and ensure the plan is followed.
• Cleaners maintain cleanliness of the premises during the exhibition and clean up the venue after the event ends.

Exhibition organization and outcomes

To successfully conduct an exhibition, it is desirable to create a plan with an hourly schedule and specifying all deadlines. It is especially important to indicate in the program the detailed timing of additional events, such as performances, presentations, coffee breaks, and master classes. This will help notify visitors in advance and invite a larger number of people to them.

It is also necessary to consider the communication model with exhibitors and exhibition guests.. Администраторы должны оперативно реагировать на различные ситуации, отвечать на вопросы и решать какие-либо проблемы. 

Дополнительно можно создать схему помещения с наименованиями и расположением торговых точек компаний, туалетов, гардероба, кафе и других зон. 

When summarizing the event, evaluate the level of organization: analyze the work of the staff, gather feedback from participants and visitors, identify any issues that arose and the speed of their resolution. This will help you avoid similar mistakes in planning future events.

The "Adventure" team can help you