Background of Exhibition

• Trade Fairs sprang up all over the centers in Europe, at the intersections of frequently travelled land routes & waterways, and acquired the status of important meeting places beyond their immediate localities.

• The centers of regional & retail trade that prevailed in the beginning evolved over the years into centers of long-distance trade, with unrestricted trade amongst strangers

• These trading systems were conducted under royal protection and subject to a special fiscal & taxation code binding on all parties involved in trading.

• The Roman Empire, which lay at the Center of Europe, played an important commercial role in the development of long-distance trade, which was the genesis of modern day int’l trade fairs

� In Germany, the first merchants meeting places at Cologne (973AD)

� The first time mentioned as a German venue for commercial fairs was Frankfurt (1240AD)

� In 1850, the world’s first official samples exhibition was taken place at Leipzig, helping the city to establish itself a leading position in Europe until the out break of the World War 1

� In the 19th & 20th century, new form developed in the fair systems, incorporating sample fairs & trade fairs

� General trade fairs evolved into Specialized trade fair (catered for buyers & sellers from a homogeneous industry or private sector, only evolved in areas of more developed economies)

� The more developed a country’s economy, the more organized trade fair tend to be

� Specialized exhibitions are more developed in UK, Germany, France and Italy

� Today, Germany has the greatest number of specialized trade fairs of world-class standards in different industry sectors.

MICE

� M: Meetings

◦ (corporate meetings that are targeted at foreign delegates who would patronize the facilities and services in the host country; sizes of meeting ranging from corporate meetings of less than 100 delegates to a few thousand delegates from int’l meetings or conventions; the meetings could be regional or international)

� I: Incentives

◦ (creative tour operators would sell incentive tour packages to corporate buyers to hold their regional or int’l meetings aboard; in the context of technological advancement in information technology and internet marketing for booking of hotels and ticketless travel, the business of incentive tours will have to be very creative to survive)

MICE

� C: Convention

◦ (a convention can be local, regional or international in nature; a local convention generates use of facilities and business in food and beverage for hotel or the exposition venue, but does not generate business for hotel rooms & airlines)

� E: Exhibitions

◦ (an exhibition has to have something tangible on show, ie seen, touch, smelled, tasted, or heard; the term ‘exhibit’ used in the court of law refers to something that is tangible)

Exhibition Organizers

� Private companies

� Government linked

� Associations

Economic Benefits of The Exhibition Industry

1. Create employment (exhibition organizers, contracting companies, logistic firms)

2. Generates trades in logistics and shipping (airfreight, shipping, rail freight, door to door trucking, ware house)

3. Generates trade for the advertising and the mass media (graphic designers, copywriters, account executives, printers, courier services, media owners)

4. Generates trade in the various industries (banking services, tourism, insurance)

5. Generates services to benefit other sectors (venue facilities, hotels, airlines, shopping centers, restaurants, car rentals, the entertainment industry)

6. Expand the business network of local traders

Economic Benefits of The Exhibition Industry

7. Generate foreign investments (setting up regional offices and joint venture with local businessmen by overseas exhibitors, build factories or assembly lines to produce or service for sales to the region or export market)

8. Upgrade the technology level of the country

9. Raise the international profile of the country (help create int’l awareness to the fair country by the int’l publicity, further enhance the attraction of new foreign companies & investors)

Exhibition Industry (Components)

� Organizers

◦ Exprom & Visprom

◦ Advertising

◦ Marketing/Promotions/Public Relations

◦ Electronic Mails

◦ Travel & Entertainment

� Facilities

◦ Infrastructure facilities

◦ Restaurants

◦ Entertainments

◦ Security

◦ Financial services / banking

Exhibition Industry (Components)

� Services Suppliers

◦ AV/IT contractor

◦ Designer

◦ Booth Contractor (Carpenter, Craftsmen, Electrician, Plumber, Cleaner)

◦ Mobile phone/Telecommunication

◦ Logistics/Travel

◦ Airlines

◦ Shipping

◦ Forwarder

◦ Warehouse

◦ Car rental

Event Hardware

� Exhibition Halls

� Conference rooms

� Hotels, restaurants

� Airport, ports, roads, rail

� Logistics, warehousing

� Telecommunications

� Banks, financial services

� Entertainment, rest & recreation facilities

� Tourist attractions

Event Software

� Experienced organizers

� Technical expertise

� Language competencies

� Human resources, education

� Media support & services

� Market accessibility

� Hinterland market potential

� Trade & professional bodies

� Political stability, safety

Agencies for Supporting Participations In Exhibition

� Government Sector

◦ Central Government Agency

◦ State or Provincial Agency

� Private Sector

◦ Chambers of Commerce

◦ Trade Associations

Government Agencies

� Australia (AUSTRADE)

� Austria (Chamber of Commerce)

� Belgium (Office of Foreign Trade)

� Canada (Department of Commerce)

� China (CCPIT)

� Denmark (Export Institute of Denmark)

� France (CFME-ACTIM)

� Germany (AUMA)

� Holland (NCH)

� Hong Kong (HKTDC)

� Italy (ICE)

� India (TDA)

� Indonesia (NAFED)

� Japan (JETRO)

� Korea (KOTRA)

� Malaysia (MATRADE)

� New Zealand (TDA)

� Philippines (Centre for International Trade)

� Singapore (TDB, IE SINGAPORE, STB)

� Taiwan (TAITRA)

� Thailand (Department of Trade)

� United Kingdom (BOTB, DTI)

� United States (USDOC)

Exhibition’s Operating Costs/Fixed Overheads

� Office rentals

� Utility costs

� Communication costs

� Human resources & wages

� Government dues & taxes

� Staff welfare

� Corporate & legal costs

� Travel & entertainment

� Financing costs

Exhibition’s Production Costs/Variable Costs

� Hall rental

� Marketing costs for exhibitors

� Promotion costs for visitors

� Exhibition sales brochures

� Conference collaterals

� Sales agents’ commissions

� Travel & entertainment

� Operation costs (booth construction & etc)

� Showing opening, PR etc

Revenue for Exhibition

� Exhibit space rentals

� Package booth rentals

� Advertisements

� Gate admission

� Sales of catalogues or conference proceedings

� Sponsorship fees

� Conference fees

� Other services to exhibitors

� Loyalty for official appointments

Scope of works for Event Management

� Technical team

� Hall/Booths plan

� Logistic support

� Transportation

� Security

� Catering services

� Cleaning

� Registration

� Manpower

Career Opportunities In Exhibition/Event Industry

� Organizing Company

� Contracting Company

� Logistic Company

� Other Company (IT & Telecommunication; Registration & Ticketing; Security; Catering; Cleaning; Freight Forwarder; Transportation; Travel; Hotel; Recruitment Agency; Clubhouse; NGO; Institutions & Associations; PR Agency; AudioVisual; & etc)

Personality & Traits

� Strong curiosity

� Full of challenging spirit

� An attitude to persist

� Quick in response

� Charming person

� Passionate and single-minded person

� With special talent, e.g. dance, music, singing, playing instrument, drawing cooking, karaoke, tea ceremony, etc

� Straight forward & frank

� Knowledgeable of own country & other countries

� Leadership skill & team work

Skills

� Ability to gather information and do research analysis (to analyze past trends in order to predict the future)

� Risk management & knowledge in legal affairs (to predict and analyze risk and develop counter-measures)

� Ability to communicate and understand different cultures

� Ability in English and other language

� Ability to analyze finance/accounting, manage cost and expenses

The Team, Roles & Responsibilities

� Project Director

� Project Manager

� Project Executive

� Project Secretary

� Operations Manager

� Marketing Manager

� Administration Manager

Marketing The Exhibition

� Data bank development

� Development the sales kit

� Direct mailings (exhibitors promotion)

� Telemarketing

� Direct mailings (speakers & delegates, visitors promotion)

� Personal visits

� Exhibition visits

The evaluation of an exhibition

� Exhibitors evaluation

� Visitors evaluation

� Project performance

Professional Organization

� IAVM (IAAM): Int’l Association of Venue Managers

� IACC: Int’l Association of Conference Centers

� IACVB: Int’l Association of Convention & Visitor Bureaus

� IAEE (IAEM): Int’l Association of Exhibitions & Events

� AACVB: Asian Association of Convention & Visitor Bureaus

� IACVB: Int’l Association of Convention & Visitor Bureaus

� IAPCO: Int’l Association of Professional Congress Organizers

� ICCA: Int’l Congress and Convention Association

� MPI: Meeting Planners International

� UFI: The Global Association of the Exhibition Industry