When selecting furniture for your stand, use just enough to create a welcoming atmosphere. Place tables for literature and other materials on the sides of your stand space and not at the front so you don’t create a barrier between the display and the aisle. Use chairs for visitors only; if your stand staff start getting too comfortable, they’ll have a tough time getting up to speak to prospects.

Flowers and plants are a fun and interesting way to liven up a dull or drab display. Buying your own plants will help save you money. Plants are useful to accentuate graphics, hide electrical wiring, and add a touch of natural life to the environment. Consider using silk plants as they’re more durable, and you’ll be able to re-use them at other shows.

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There are two groups of shows you should be evaluating – the shows you are presently attending and the shows you want to consider for future participation. Before choosing a show to attend, you need to address the following questions:

1. Which shows best fit your needs? They should be within your budget, in a serviceable location, occur at a convenient time and, most importantly, attract your target audience.

2. If your company services a specific area of the country, you should attend shows that draw only from that region. If you want to expand your market into new areas, you need to investigate shows that attract prospects from those areas.

3. How successful has the show been in the past?

4. How is the show promoted?

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Your company could be represented at many kinds of shows, including international, national, regional and local exhibitions. Let’s look at each one of these to identify their differences.

International shows are often major events, which attract exhibitors and attendees from all corners of the globe. These shows offer a forum for launching new products and discussing industry issues.

National shows are primarily targeted to buyers and sellers in a specialised industry and are promoted to attract visitors nationwide.

Regional shows are organised in a particular area of the country. Many of these events are open to the public.

Local shows draw attendees from the immediate vicinity and are often open to the trade and the general public. They include consumer shows such as home shows, hobby shows or boating shows, which specifically attract many local attendees.

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Your biggest decision will be choosing your exhibition stand design, so start the process 4 - 6 months before your show date.

Before you decide what to buy or rent and from whom, consider the following:

• What is the history and reputation of the supplier?

• Do they offer the type of product, design service, field service and product guarantee required to create your ideal exhibition stand?

• Is the stand easy to transport and assemble?

• What are the on-going costs, and will it be economical to expand, reconfigure or refurbish for future shows?

• Are rental options available?

Your budget will dictate the type, size and make of stand you can afford. Consider your company image and how you want to be portrayed – quality, high-tech, established, contemporary, sporty or traditional? Shape, colour and design will help create the right image.

Pick a display that will best utilise your space and set you apart from your competitors. Keep in mind your audience.

• The display should say who you are, what you do, and the benefits of your product/service in just a few seconds.

• Exhibition stand design is a specialised field and should be undertaken by a professional organisation with experience in this field.

• You should prepare a detailed written brief that clearly states your objectives.

• Your corporate image and identity should be prominently featured.

• Avoid unnecessary physical barriers – you want visitors to access your stand easily and to feel comfortable.

• Demonstrations and presentations create movement – and movement attracts visitors.

• Be aware of the physiological effects of colour.

• Make sure you are within exhibition requirements for dimensions.

• Signs and displays should be placed high as visitors and furniture can block your message.

• Keep text on graphics to a minimum – pictures and visual imagery work best with succinct and punchy text.

• Use height – most organisers will allow you to build to 4m high. Some will allow you to go to 6m and/or to suspend overhead signage. You’ll need to supply structural drawings (small fee) for approval and to use riggers for overhead signs.

• Ensure staff are readily identifiable.

• Also, think about your accessories for the stand such as furniture, storage space, and lighting.

Remember - your goal is to create an inviting design and clear message. Ask yourself: 'Would I stop to visit this stand?'

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The Exhibitor Manual is the official guide to everything you need to know about participating at your chosen show. It contains all the rules and regulations, order forms for show services, contractor information, build up and break down dates, accommodation and hospitality information, registration and access information and promotion details.

Read the manual carefully and look for deadlines to register for electricity, cleaning, etc., as many of these items will require late fees to be paid if the deadline is missed and this could throw your budget off the mark. Order more than you need for electrics and try not to miss anything out – ordering additional on-site services will cost you heavily.

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Last week, I has read about location. And then now...how much space do you need?

Knowing where best to position your company and having selected shell scheme or space only puts you half way to selecting your stand space. Next, you need to decide how much space you require.

Consider two factors:

• Your exhibiting objectives

• Your budget

These two elements determine how much space you need.

Some companies like to make a statement about their size to the market and book space accordingly. Others simply take enough space to allow their products to be displayed. If you intend to demonstrate a large piece of equipment, you need to plan for its footprint as well as space for the presenter and visitors.

Space is sold in metres and is priced per square metre. Space size can be as little as 1 x 3m. As a general rule you should allow 4.5 square metres per person. Add to this the exhibition stand, equipment to be shown and some extra space for visitors and you should have a pretty good idea of the space you require.

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The first UFI Global CEO Forum for Exhibition Organisers (UCF) will be hosted by IFEMA at Feria de Madrid in Madrid (Spain), from 21 - 23 January, 2009.

The UCF is a by-invitation-only event which provides a key opportunity for CEO's of exhibition organising companies from around the globe to identify and discuss the challenges facing the exhibition media and to seek ways to develop new forms of cooperation.

To view the press release on the UCF, please click here

If you would like to receive additional programme information as it becomes available, please contact: ucf@ufi.org

To attend the UFI Global CEO Forum for Exhibition Organisers (UCF) you must have the strategic responsibilities equivalent to CEO obligations. This could be as head of your company and/or a - legally independent- division.

- Participation at the UCF is by invitation only. This invitation has been sent to you in the belief that you fit in one of the two following criteria:

A) Chairman, CEO, COO, CFO, Owner, Partner, Principal, President, Managing Director, Director General.

B) The top show person (with CEO equivalent responsibility) of a -legally independent- division of a firm with 12 or more staff who has CEO responsibilities for that division.

- If within one company there are shared responsibilities equivalent to the CEO obligations both persons may attend the UCF.

- Participants must currently be producing events.

- Substitutions are not permitted unless approved by the organisers.

- Participation may be refused at all times.

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Trade shows serve as valuable sales and marketing vehicles to generate business through qualified leads and build brand awareness and relationships. Recent data from the Center for Exhibition Industry Research (CEIR) indicates the total cost of closing a sale without trade show participation averages $1,140 compared to $705 for a show generated lead.

An economic downturn provides an opportunity for companies to look at their marketing programs holistically. This process may reveal that cutting all trade shows from the budget is not the best way to reduce spending. Instead, by implementing a focused methodology companies can achieve greater results and a better ROI.

The guide offers top reasons to exhibit and how to maximize trade show participation in an uncertain economy.

1. Efficient Use of Time.

Trade shows are one of the most efficient methods of marketing. It is an opportunity to connect with a lot of customers and specifiers in a short amount of time–in one location. After all, trade shows are about people connecting with people, brands, information and business solutions—under one roof. This focus translates into efficiency of time and effort, and therefore, dollars.

2. More Focused and Isolated Leads.

During an uncertain economy, budgets may tighten, but the need for new products and services does not necessarily stop. People attend¬ing trade shows are serious about doing business; by not being pres¬ent companies risk missed business opportunities. Also, there are trade shows that are very targeted and specific so you know exactly who will be at the show and on the floor. Think in terms of the quality not quantity of the trade shows in your program.

3. Effective Use of Marketing Dollars.

Few marketing activities show a clear ROI. Trade show impressions, contacts, leads and sales are measurable results that have an actual value. Overall costs are easily computed. When reporting results to upper management and boards of direc¬tors, ROI is not a luxury—it is essential.

4. Bold and Unique Advertising Channel with Minimal Risk.

A different course to take is to exhibit at a vertical trade show, which allows your brand to connect with a specific audience with¬out the distraction of your competitors. Since you can qualify with the number of leads collected at the show, this can be a good investment. For example, a high-end auto brand exhibited at the Consumer Electronics Show, which put this luxury vehicle in front of a huge, affluent audience.

5. Greater Risk in Being Absent.

Consider the long-term effect of not exhibiting at trade shows. Especially in a bad economy, being absent from key shows instant¬ly makes you a non-player in the field and puts your competitors top of mind with customers.
However, simply showing up is not enough. You have to plan how you will attract new leads at the show and how you will follow up with them for effective results.

What You Can Do Now for Better Results

While it is important to continue participating at trade shows, simply showing up is not enough. Very few companies measure their trade show participation. With measurement motives in place you can fine tune your program—which is a lot easier to do in advance of the show—for better return on your marketing spend.

• Before you reduce the number of trade shows from your budget, quantify and qualify your investment. Why are we cutting our trade show schedule? Why are we not benefiting from our trade show participation? What are we not doing right?

• Establish a process for following up with sales leads to get the most out of your trade show experience. Are you using all the necessary tools to measure and weigh results properly? Are you gathering and analyzing the right information?

• Engage staff and clearly communicate your company’s strategy to ensure everyone is on the same page. Do you mandate staff training in order to run a well choreographed, efficient show?

• Consider the architecture of your exhibit to enhance each visitors experience with your company and its brand. Are you using or incorporating rental property in your exhibit? Is your booth design consistent with your branding and messaging platforms?


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From now on, the Author will displays the selection exhibitions of this month. The readers can choose the desired exhibitions. Next are the exhibitions in 1st week of December 2008 :   

FACADES & ROOFING 2008

Venue : Chennai Trade Centre

Location : India / Chennai

Date : 12/01/2008 » 12/01/2008

Frequency : Biannual

Website : www.frs.confairs.com

Description : Fairs of the sector Building and Construction

ENTECH INDIA 2009

Venue : Bandra-Kurla Complex

Location : India / Mumbai

Date : 12/01/2008 » 12/01/2008

Frequency : Annual

Website : www.entechindia.com

Description  : Fairs of the sector Energy and Environment, International Forum of Oil Fossil-Fue and Energy 

WOODEXPO 2008

Venue : Crocus Expo

Location : Russia / Moscow

Date : 12/02/2008 » 12/05/2008

Frequency : Annual

Website : www.woodexpo.ru

Description : Fairs of the sector Industry and Machinery , Timber, Paper, Pulp and Woodworking Exhibition.

SCS  AUTOMATION & CONTROL DICIEMBRE 2008

Venue: Parc d'Expositions de Paris-Nord Villepinte

Location: France / Paris

Date: 12/02/2008 » 12/05/2008

Frequency: Annual

Website: www.scs-automation.com/

Description : Fairs of the sector Industry and Machinery , Automation & Control, Components and solutions of automation and optimization of processes , Mechanical, electrical, hydraulic, pneumatic, magnetic components , Fluid materials and techniques , Measurement, instrumentation and porcee control , Maintenance.

OSEA 2008

Venue: Suntec Singapore

Location: Singapore / Singapore

Date: 12/02/2008 » 12/05/2008

Frequency: Biennial

Website: www.osea-asia.com/

Description :  Fairs of the sector Energy and Environment The international oil and gas Trade show, Osea showcases the latest drilling and exploration equipment, handling systems, LNG terminals, pipeline components, communication technologies, safety and environmental systems, seismic surveys, and other oil and gas related equipment.

EIBTM 2008

Venue: Fira de Barcelona

Location: Spain / Barcelona

Date: 12/02/2008 » 12/04/2008

Frequency: Annual

Website: www.eibtm.com

Description : EIBTM 2008 is the Global Meetings and Incentives Trade show that will be held on December 2-4 at Fira Gran Via,Barcelona, Spain. EIBTM 2008 will give the opportunity to discover destinations, products and services from 3,300 suppliers representing over 160 countries, free extensive seminar programme and networking events.  EIBTM is an exhibition for the conference, incentives, events, business travel and meetings industries, held in the Spanish city of Barcelona. It boasts a business-to-business exhibition floor, supported by networking and professional education events, and offers a global Hosted Buyer Program, designed to attract high standing visitors.

INTERMODAL 2008 DECEMBER

Venue: Transamérica Expo Center

Location: Brazil / Sao Paulo

Date: 12/02/2008 » 12/04/2008

Frequency: Annual

Website: www.intermodal-events.com

Description : Fairs of the sector Logistics and Transportation

POLLUTEC 2008

Venue: Eurexpo Lyon

Location: France / Lyon

Date: 12/02/2008 » 12/05/2008

Frequency: Annual

Website: www.pollutec.com

Description : Fairs of the sector Energy and Environment, Most important areas this year are: contaminant gas treatment, noises, waste, sustainable development, water, energies, sanitationa, recycling, risks, health and much more. The fair includes topics like renewable energy, natural risks, sanitation, water and much more. Pollutec is the meeting point for many countries, trying to preserv environment.

AMS GLOBAL CONFERENCE 2008

Venue: Ritz-Carlton Hotel

Location: USA / Dearborn

Date: 12/02/2008 » 12/04/2008

Frequency: Annual

Website: www.automanglobal.com/

Description : Fairs of the sector Cars, AMS Global Conference 2008, Exclusive Business Networking Forum for Senior Auto Manufacturing Professionals, Dearborn, USA.

BELPRODUCT 2008

Venue: Belexpo - 14, Pobediteley ave.

Location: Belarus / Minsk

Date: 12/02/2008 » 12/05/2008

Frequency: Annual

Website: www.greenexpo.by/exhibitions.asp?lang=en

Description : Fairs of the sector Food, Beverages and Hospitality Industry.

VINITECH 2008

Venue: Parc des expositions de Bordeaux-Lac

Location: France / Bordeaux

Date: 12/02/2008 » 12/04/2008

Frequency: Biennial

Website: www.bordeaux-expo.com/vinitech/index.htm

Description : Fairs of the sector Food, Beverages and Hospitality Industry.

INDEX DUBAI  2008

Venue: Dubai World Trade Centre

Location: United Arab Emirates / Dubai

Date: 12/03/2008 » 12/07/2008

Frequency: Annual

Website: www.indexexhibition.com

Description : Fairs of the sector Furniture and Decoration, International Furniture and Interiors Exhibition, Dubai, UAE. Index Dubai is Middle east's trade fair for furniture and interior. Last edition was presented with 1,690 companies exhibiting and over 32,000 visitors came from across the globe.There is no doubt, Index is one of the most effective ways of doing the business in the Middle East's furnishing and interiors industry.

MACHINE TOOL INDONESIA 2008

Venue: Jakarta International Expo (JIExpo)

Location: Indonesia / Jakarta

Date: 12/03/2008 » 12/06/2008

Frequency: Annual

Website: www.pamerindo.com/

Description :  The 22nd International Machine Tool, Metalworking and Allied Industries Exhibition. This year the trade show is incorprating Welding Indonesia. Machine Tool, Metalworking and Welding Trade Exhibition.

EUROMOLD 2008

Venue:  Messe Frankfurt

Location :  Germany / Frankfurt

Date :  12/03/2008 » 12/06/2008

Frequency :  Annual

Website: www.euromold.com

Description : Fairs of the sector Industry and Machinery, The EuroMold: 15th edition for Mold  making and Tooling , Design and Application Development.

SEMICON JAPAN 2008

Venue: Makuhari Messe - Nippon Convention Center

Location: Japan / Chiba

Date: 12/03/2008 » 12/05/2008

Frequency: Annual

Website: www.semiconjapan.semi.org

Description :  Premier World Semiconductor Manufacturing and Materials Exhibition, Chiba. Semicon 2008 in Chiba is poised to beat all records and attract industry leading keynotes to this years prime semiconductor event in Japan. The annual Semicon Japan in Chiba, is an international trade exposition and conference dedicated to semiconductor equipment, materials and services.
The following market segments are represented: device, materials, and equipment manufacturers;sub - systems ; software ; factory control & facilities and many more.

ART BASEL MIAMI BEACH 2008

Venue :  Miami Beach Convention Center

Location  : USA / Miami Beach

Date : 12/04/2008 » 12/07/2008

Frequency  :  Annual

Website : www.art.ch/ca/bt/kh/

Description :  Art Basel Miami Beach 2008 is the international Art Trade Show will present an exclusive selection of more than 220 leading art galleries from North America, Latin America, Europe, Asia and Africa. The International Art Show in Miami Beach, USA, is the American sister event of Art Basel in Switzerland. Art Basel Miami Beach combines an international art show with an exciting program of special exhibitions, parties and crossover events including music, film, architecture and design.  Exhibition sites are located in the city's beautiful Art Deco District, within walking distance of the beach and most hotels and restaurants. An exclusive selection ofleading art galleries from North America, Latin America, Europe, Africa and Asia exhibit 20th and 21st century art works.

GLASS & WINDOOR 2008

Venue :  COEX Korea Exhibition Center

Location :  Korea / Seoul

Date: 12/04/2008 » 12/07/2008

Frequency: Annual

Website:  www.glasswindoor.com

Description :  Fairs of the sector Building and Construction,  As the leading specialist international trade fair, Glass & Windoor 2008 will be held at the Convention & Exhibition Center(COEX). Glass  & Windoor 2008, a biennial event, will constitute a meeting place for international experts to negotiate , and will be a showcase of the latest technology trend.

FHC - RETAIL & HOSPITALITY EQUIPMENT 2008

Venue: Shanghai New International Expo Centre

Location: China / Shanghai

Date: 12/04/2008 » 12/06/2008

Frequency: Annual

Website: www.fhcchina.com

Description :  Fairs of the sector Food, Beverages and Hospitality Industry

ARTIBAT SECOND OEUVRE - EQUIPMENT 2008

Venue : Nantes - Parc Expo - La beaujoire

Location: France / Nantes

Date: 12/04/2008 » 12/06/2008

Frequency: Biennial

Website: www.artibat.com

Description :  Fairs of the sector Building and Construction. ARTIBAT 2008 will present the professionals of first fix building, public works and landscaping.

The Construction Trade Show for the West of France. Artibat, the exhibition on Construction gathers the professionals of BTP of the sectors of structure and equipment.

SPORTS & FITNESS EXPO 2008

Venue: Suntec Singapore

Location: Singapore / Singapore

Date: 12/04/2008 » 12/07/2008

Frequency: Annual

Website: www.sportsfitnessexpo.com.sg/

Description :  Sports & Fitness Expo 2008: The Sports, Fitness and Nautical Trade show. Sports & Fitness Expo 2008 is the event dedicated to the sports industry that will take place in Decemeber 4-7 at the Singapore Expo. The annual The Sports & Fitness Expo in Singapore, attracts every sports enthusiast to see: Sports equipment, apparel & accessories, Time-keeping equipment, Fitness, clubs and spas, Sports insurance, Adventure travel operators and much more.

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Location, location, location...

Availability of good stand space will depend on how early you decide to book. You need to decide the type of space that best suits your objectives and how you intend to use it. If it’s a new show for you, you may decide to leave booking space until quite late as good deals can be available from organisers as it gets closer to the show dates. This tactic however can result in you having limited choice with space selection.

Some exhibitors are tempted to position their stand next to or close to the entrance but often many visitors walk straight into the exhibition, by-passing these positions. You could visit the show at earlier dates to observe visitor behaviour to help you decide.

Corner stands give a feeling of openness and therefore catch visitors easily. Also, the more sides open to aisles the better as it's easier for visitors to walk on. Areas of high traffic where people congregate like seating areas, cafes and refreshment points and toilets can also work well.

Look out for columns in your stand space as this will impact on your available display area, who will be exhibiting near you and any special height restrictions your space may have. Don’t be put off just because you have a large company next to you – this can work in your favour as you take advantage of high traffic.

Generally, space only stands can be designed upto 4m high. At some venues, stands can be built higher than this however, full structural drawings will be required to obtain approval.

In general, exhibition stand space that is smaller than 25 metres squared will use shell scheme and space over 25 metres squared will be a space only site.

The shell scheme option can be good for first time exhibitors or for those on a low budget but space only is cheaper and the saving can be offset against a more beautiful looking exhibition stand!

Space only renting is when you supply everything.

If you choose shell scheme, the organiser will generally provide you with carpet, walls, and your company name on a board. The standard size for shell scheme is 3 x 5 x 2.5 metres.

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When creating your exhibition marketing budget, make sure you're not leaving anything out. It can be tough to establish an exhibition budget, particularly if you have no past information to help. Your budget can vary from show to show as your requirements alter.

You can use the figures below, taken from exhibition research, as a budgeting guideline:

29% - Space rental

17% - Show services

16% - Stand Design

13% - Travel and expenses

12% - Transportation cost

12% - Advertising and promotional Costs

1% - Other Costs

[Source: CEIR – Center for Exhibition Industry Research, October 1999]

Add a 10% contingency to the total budget.

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