FAFE (First Aid For Exhibitors) 2016 by Het_Portaal_Uitgevers

Tips for effective trade fair participations STRATEGY

START AT THE END

STAND STAFF

WHAT KIND OF EXHIBITION TRAINING IS REQUIRED?

PUBLICITY

HOW SOCIAL IS YOUR TRADE FAIR PARTICIPATION? WWW.FIRSTAIDFOREXHIBITORS.COM

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INTRODUCTION

WE AIM FOR OPTIMAL RETURN Wouldn’t it be great if – potential – customers came to you? So that you could exchange views with a large number of relations in just a short period of time. Or you could have the opportunity to meet your international contacts in person and prepare them a hospitable welcome. So that you could show the market your company or new products and immediately find out how they feel about it. And you could generate lots of new leads, and at the same time get an idea of their quality? Then take part in a trade fair or exhibition. Consumer and business to business fairs are the best marketing and communication media to meet the above objectives. A fair offers you an efficient way to make personal contacts with a large number of people. At a fair you can create recognition for your target group. However, many exhibitors are unfortunate enough not to get the most out of their participation in a trade fair. Most companies are more or less present at one or more fairs each year, but many do not really take part. An important reason for this is that many companies have no dedicated staff for exhibitions. You will never meet someone at a party who says that being an exhibitor is their profession. Often many staff members are involved in the participation in an exhibition, but basically this is not their primary job. The result is that for many companies taking part in an exhibition is merely a logistic operation, in which everyone is satisfied if the stall looked good and the fair attracted many visitors. This is where we come in. We are passionate to have companies get the most out of this marketing and communication medium called ‘fair’. You can achieve this by turning your participation into a company project. By setting clear goals and converting these into an exhibition concept. By spending a good deal of attention to selection and instruction of the crew and making them enthusiastic. By seeing to it that client contacts are being followed up immediately after the fair.

BY EXPOVISIE Expovisie is for 64 years the leading Dutch trade journal for everyone who deals with trade fairs on a regular basis: from exhibitors to trade fair managers, and from marketers to stand builders.

By our First Aid For Exhibitors we give useful tips and advice for every aspect of participation in an exhibition. It is a tool to make the most of everything that this medium has to offer. It helps you to avoid the pitfalls. It deals amply with both the strategic and the organisational aspects. The first step we take is to consider the why of your upcoming participation before continuing on the logistic path. As for our doctors, there is no objection to take that first step while enjoying a good glass of wine. You should take your time for that first exploration. It will save you time later in your project ‘fair participation’ and in the end it will yield – much – more results.

The Trade Fair Doctors

STRATEGY

START AT THE END

LEAD GENERATION

GENERATING LEADS IN FIVE STEPS

STAND STAFF

WHAT KIND OF EXHIBITION TRAINING IS REQUIRED?

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CONTENT

COLOFON First Aid For Exhibitors is a publication and platform of Het Portaal Uitgevers. We supply trade and industry information in the trade fair, meeting, promotional marketing, corporate gift and promotional product domain. We organise printed media, digital platforms and events to this end. These activities are carried out under the Expovisie, QM, and PromZ brand names.

STAND DESIGN

HOW TO EVALUATE A STAND DESIGN PUBLISHING COMPANY Het Portaal Uitgevers Veerdijk 40-i, 1531 MS Wormer The Netherlands +31 75 6475747 info@hetportaal.com, www.hetportaal.com

STAND LOCATION

A SPOT NEAR THE FRONT DOOR

24 34

VISUALS

TEN COMMON ERRORS

EDITORIAL STAFF Edwin Nunnink edwin.nunnink@hetportaal.com Christophe Landuyt christophe.landuyt@expoid.be ADVERTISING STAFF Arjan Woortman arjan.woortman@hetportaal.com Ferry Aaftink ferry.aaftink@hetportaal.com TRAFFIC Monique Zijlstra monique.zijlstra@hetportaal.com Marco Rensen marco.rensen@hetportaal.com

CATERING

MORE THAN JUST GOOD FOOD

PUBLICITY

PLANNING

A PLAN FOR THE EVENING HOURS

HOW SOCIAL IS YOUR TRADE FAIR PARTICIPATION?

WWW.FIRSTAIDFOREXHIBITORS.COM

îŁĄ www.facebook.com/firstaidforexhibitors

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STRATEGY

START AT THE END In order to determine the strategy for your participation in the trade exhibition, you had best start at the end. What should be the final result of your participation in this exhibition? It’s not until you have considered this that you start thinking about what you will do to reach the objectives set. You will want to know whether the participation in the exhibition has had the result that you expected in advance. You gather the data from your client base and call a meeting with all the people involved, to conduct an evaluation.

TEAM UP Stand out of the crowd by teaming up with co-exhibitors. By jointly inviting visitors, hosting a seminar or a reception, you can considerably increase your chances of success. We recommend you seek contact with companies that are complementary to your own business so that you can offer a substantively interesting programme and benefit from each other’s network.

FOLLOW-UP In order to cash in on the success of the interaction with customers during the exhibition, you first think about how you will carry out the evaluation. Will you call them, send them information or a thank-you note, make appointments? Also consider feedback to the professional journals and other media; this free publicity is easily earned. Who is going to do what, and how long after the exhibition? How will you record in your client database that these contacts are related to the exhibition? REGISTRATION How will the person responsible for the follow-up get the required information? Therefore, consider how the stand team will collect the required contact details and how they will report the arrangements made with

potential clients. It will be clear that a structured approach will avoid extra work and confusion in the follow-up phase. That is why you must have a registration system, either digital or with paper forms. First consider whether you can benefit from the exhibition organizer’s registration. And see to it that the information collected does not get lost, (which happens often). So make someone responsible for regular or daily information gathering and ensure that copies are made quickly. STOPPING POWER Of course, you do not want any prospect to slip through your net. So think about how you ensure that the stand team talk with all relevant visitors that walk past your stand. It is helpful to have a clear message at the stand and supporting means of communication. With what do you think you can attract the attention of the visitors you want? At all events, see to it that they stop at your stand to take in your message. How you can achieve this ‘stopping power’ depends on your product or service and your target group.

Entertainment is a useful tool, especially at a busy trade exhibition. And please do realize that entertainment is not necessarily coarse humour. Hire people who know the business of attracting attention and assessing people. After that, it is up to your own stand team to be of service to the desired visitors. INVITING Employ various communication instruments to ensure that people come. Make it as personal as possible, by inviting people by telephone or sending them a letter or mailing. E-mailing alone is not sufficient. It is questionable whether the e-mail gets through the spam filter and the attention value is low due to the abundance of e-mail traffic. Do not forget the free publicity. You have devised something special for this exhibition, which means that your press release gets priority in the editorial columns of professional magazines and regional newspapers. A sophisticated invitation policy will lay the basis for a large number of visitors to your stand. Invite contacts to come to the exhibition and your

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Strategy

stand. The latter effect is stimulated by promising an extra. It should be something that they cannot find at your website or already knew about you. It may be a promotional gift or new information, or a contest or something to eat or drink. If people who go to the exhibition have little time, why would they at any rate want to come to your stand? COHERENCE In order to make the whole process coherent, it is a good idea to connect a theme to your participation in the exhibition. This should not be just a flavour added to the usual stand presentation. On the contrary, it should be the basis that helps to streamline the entire exhibition process. It prevents you from going off on tangents that result in diffuse communication. Participation in an exhibition is a peak moment in the field of customer interaction. Ensure that the communication is unequivocal and has a clear focal point. On the basis of this theme you will be making choices for all the aspects of the participation in the exhibition. OBJECTIVE You do not just participate in an exhibition because you were there also the previous time or because your competitors are also there. You use the exhibition as a marketing instrument to achieve a specific objective. Determine your specific objective for every exhibition you participate in. In what way should your enterprise profit from it? Try to put this down as specifically as you can. This seems more difficult than it actually is. It is like ordering something from a shop: you want a quarter of this and so many items of that. ď&#x201E;&#x160;

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Strategy

EVERYTHING CAN BE MEASURED It is not so difficult to develop measurable targets in the preparation stage and to check after the event whether the needle points to the green or the red.

INDICATORS Translate targets into as many countable indicators as you can. You can easily find indicators for less tangible targets as well: six phone calls to people who visited your stand or an email questionnaire and you know whether you were successful in your ideas.

TIMING Discuss with colleagues (sales, production) the time line to be used for measuring the effect.

COMMUNICATE Communicate to the stand crew which are the collective and individual targets and how these will be measured.

So much happens between a - potential - supplier and a - potential - customer during a trade fair and its preparatory period, that it seems a hopeless task to outline the entire range of potential participation targets. There are as many clusters of participation targets as there are exhibitors. That is the theory, however, in practice those participation targets are often carelessly handled. However, it isn’t difficult. Sit down, take a piece of paper and note down what you want to achieve in those few days. And note in the column next to it how you can measure this... A LAW OF PHYSICS. It might have been a law of physics: the larger the organization, the greater the chance that it finds itself in a fix regarding its participation targets for an event. At the end of the second day of a trade fair, a self-employed person might be able to indicate quite precisely what his investment was and how many new contacts and leads it returned. Suppose you would ask that to the electronics giant at the third day of the Integrated Systems event, the answer would probably be an uneasy silence.

That is remarkable, because it is not so difficult to develop measurable parameters in the preparation stage and to check after the event whether the needle points to the green or the red. The term parameters is in the plural. Defining many different participation targets is better than defining just a single one. The measurement afterwards will present a richer picture representing what actually went on at the stand during those days. There is also such a thing as the ‘preparation stage’. You define participation targets well in advance, after having given them some thought. The sentence also contains ‘the green or the red’: participation targets – and measurements – always contain some noise in the process; the results more or less indicate what has been realised. There is nothing wrong with this, since measuring is no target in itself. You chiefly measure because you want to sharpen, adjust or broaden your targets for your next participation in a trade fair. COUNTABLE ITEMS The easiest way to define participation targets so they can be measured, is to define them by countable

EXHIBITION & EVENT ADVICE

With more then 30 years of experience in Exhibitions & Event supply, Expobull is your advisor. Also floormanagement for you organisor or exhibitor. Expobull, no bullshit !

Postbus 2020 5260 CA Vught The Netherlands T +31 (0)73 503 2935 E info@expobull.nl www.expobull.nl



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Strategy

- MORE OR LESS

ASK OUR TRADE FAIR DOCTORS WWW.FIRSTAIDFOREXHIBITORS.COM

items, by numbers. How many digital invitations were sent? How many addressees responded? How many of those actually dropped by at the stand? How many visitors were counted at the stand? How many reports of a conversation were completed? How many USB sticks were given away? How many sandwiches were eaten? How much crêpe batter was used... This gives you a lot of numerical data which actually do not say much. They only become relevant if you can compare these indicators with other figures. How does this edition’s no-show relate to the previous one? How many architects visited the fair and what percentage came to our stand? By using identical indicators for each subsequent edition, you will easily discover which aspects of your participation concept yield above average results and which are the main points for improvement. IN THE LONG RUN Most exhibitors would like to define their participation targets as direct sales numbers, but this is useful in only a limited number of cases. Direct sales at the stand may be a reliable indicator for the upcoming season in the case of fashion products, or at least might reflect shopkeepers’ expectations for that season. In such a case the total order volume, the number of new orders or the increase of orders per customer may be included in the participation targets. Quite a number of exhibitors use special promotions to increase the number of orders placed during the event. Promotions perfectly anticipate the motives of a visitor keen on a transaction, but these are only a minority of the total number of visitors to the fair. However, the condition is that the purchase process is relatively simple and that the company is able to process a sudden increase of demand. Only very rarely will these three conditions be fulfilled at the same time. More often the purchase decision is made by several individuals who

talked about it, or that the purchase is preceded by a detailing stage, or that – much – time passes between the purchase decision and delivery. The period needed to convert a sales lead into an actual order should be taken into account as well. Sales related participation targets almost always should be plotted on an time line of several months to even several years. QUALITATIVE Both sales related participation targets and easily numerable indicators still float slightly under the surface. They do not give information about the complex interaction at the stand between a visitor and a crew member, or about the image or reputation profit that might have been gained by this interaction. Visitors may have stopped to watch a demo, they may have informed about some equipment’s performance or they may have come across another visitor at the stand. And of course visitors are exposed to your communication in other places. The insert in the online catalogue, an ad in a professional magazine, the message on plastic carrier bags, a publicity banner on a bus... These all contribute to the visibility and the image of the company which at the same time makes it expensive to calculate their effect. Yet there are some cost-efficient ways to research the extent of achievement of quantitative targets. Contacting existing customers by phone or email often gives much information. People like it when you ask for their opinion and often will try to answer faithfully what they observed, what they discussed with their colleagues, what they thought of the stand, and so on. You can also ask questions to the people that you invited but did not turn up. Since calling people might be a bit intrusive, you might opt for a brief online questionnaire. The answers that come out of such a limited questionnaire have little or no statistic value, but they are indispensable to define more intricate qualitative targets, with creative indicators aimed at in-depth information. 

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LEAD GENERATION

GENERATING LEADS IN FIVE STEPS Are you trying to generate as many leads as possible? Generating leads at an exhibition requires thorough preparation. The following five steps will help you achieve an optimal result.

SPEND LESS TIME Research shows that the less time you spend on each customer contact, the higher your satisfaction rate of the exhibition will be. As an efficient exhibitor you should be looking into how you can increase the number of contacts per hour.

DO NOT LOSE DATA Make sure that you do not lose any of that gathered data (something that happens quite often). Make someone responsible for the (daily) collection of the data and get copies made fast.

DRAW-UP A FLOWCHART Draw-up a flowchart for the optimisation of your contact-building process at the exhibition. Start with including the diverse phases ranging from the selection of visitors to their departure and all scenarios in between. Proceed by linking each phase of the contact-building process to the responsible person.

The first step is to determine your end goal. How many leads do you think you can get at this exhibition? Estimate the number of visitors and how many of those could be interesting prospects. Take a look at your figures (these should have been recorded) from previous exhibition participations and try to do better each time round. What information do you want to collect at a minimum? Opt to obtain relevant data; you don’t really require all of someone’s contact details. When it comes to trade fairs, it’s probably more interesting to find out what someone’s requirements are or when they are planning a new investment. For follow-up purposes, any made commitments should always be noted down on a form containing a blank ‘follow-up’ field.

if you think that the number of visitors will be too great for your team to handle. Employ specialists, or set up an action/ activity, to enable the rapid identification of interesting prospects. Use badge scanners to quickly register contact details and input additional questions/notes.

Determine how you plan to collect the desired information. How many staff members will you require in order to adequately address all your visitors? Get extra help

Get hold of an integrated system. Check with the exhibition organiser which kind of visitor data is available and if you can link that to your own registration/data system.

Verify whether you will be able to import all the collected data to your own CRM database. Both data sources will enable you to efficiently capture and process lead data. Predetermine how leads will be followed up on. Leads are perishable; the longer you don’t do anything with them, the less value they will have. Therefore, it is important that you establish how (and who) you are going to deal with generated leads  right after the exhibition.

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LEAD GENERATION

PERSONAL INVITATIONS ARE CRUCIAL If you organise a party at your home, do you wait to see who shows up, or do you invite your guests and confirm in advance whether they will be attending? Knowing that there will be plenty of guests gives one a good feeling. Why would you treat a trade fair any differently? After all the effort and cost involved in participating in a trade fair, would you just sit back and wait to see who drops by?

TELL THEM WHY Give business relations (or prospects) an incentive for coming to see you by offering them something special. This could be something that they can’t find on your website (or already know about). It could be a business gift, new juicy information, a competition, or a drink with a bite to eat. Why should someone with no time to waste, come to your stand? Tell them why…

Personally inviting attendees is an integral part of a trade fair. At a successful trade fair, approximately 70 percent of the visitors have been invited by the exhibitors. Therefore, make sure your salespeople invite their contacts and prospects to the trade fair or, better yet, make concrete agreements. This will help you win the first ‘battle’ of the trade fair. If you personally invite people, your presence at the trade fair will be widely known before it opens, your stand will be well attended, your team will connect with interesting prospects and clients and your temporary promotion platform will deliver solid results.

TIPS FOR RECRUITING TRADE FAIR VISITORS ++ Be sure to have a well-maintained database. If the database is haphazardly updated, it will not receive the attention that it deserves. ++ Send the invitation in a timely manner. Guests need time to schedule their visit and to block out time on their agenda. ++ Approach guests personally. Guests will not feel compelled to attend unless they are personally invited. ++ Be sure to have a short and concise text. People are often lazy readers. Large blocks of text will only deter them. ++ Create an invitation that stands out. A good invitation piques interest. Simply

choosing a non-standard form or colour for the envelope already accomplishes a great deal. ++ Make sure the invitation fits the theme of your trade fair. The meeting’s theme will be stronger if it is also reflected in the invitations, visuals and advertisements. ++ Provide an easy way to respond to the invitation. The simpler the response option, the easier it is to reply. So allow people to register via fax, reply card, e-mail or website. ++ Confirm the registration. Always confirm registrations in writing. This makes people feel wanted or important, which makes them more likely to actually attend the trade fair. 

EXHIBITIONS

Festivak: Thé tradeshow for the event industry. Meet leading exhibitors and learn from experts how to realise your event! Free entrance for event professionals. More information: www.festivak.be

Festivak Postbus 2203 5600 CE Eindhoven The Netherlands T +31 (0)40 280 8402 E info@festivak.be www.festivak.be

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LEAD GENERATION

NO STAND CONCEPT WITHOUT AN ATTENTION GRABBER WHAT IS THE COMPONENT IN YOUR STAND DESIGN THAT ATTRACTS THE ATTENTION OF PASSING TRADE FAIR VISITORS?

JUST ASK Let a host or hostess asks passers-by how they are doing, show interest, and possibly invite them to come into the stand. It is a good method to select prospects. Interested trade fair visitors are passed onto the stand staff, others are wished a nice day.

HAND OUT Hand out a snack or a drink in order to slow down passers-by in a pleasant and relaxed manner.

FRAGRANCES Freshly mowed grass. Apple cake baking in the oven. Autumnal woods. Sea breeze. Why not take full advantage of using the positive associations triggered by fragrances at your stand.

What makes your both stand out in the crowd so that visitors take more time to digest your proposals and so that the stand crew has an extra handle to make contact with an anonymous exhibition visitor. Such an element with ‘stopping power’ must always be present in any stand concept. Movement. Turntables, conveyors, shaking displays. It is always effective. Moving presentations attract attention. Movement can also be created with projection. A changing projection, for example, in a sphere or on the floor. Entertainment. Magicians, (fair) doctors, flight attendants, builders. Entertainers are abundant and if they do their job well they manage to attract attention. It is

your job to ensure that the entertainment is part of the exhibition concept and leads to the desired result. So, how is our message made clear and/or how do we ensure that the stand crew can make contact with the prospective clients among the spectators? Demonstrations. Presen tations at a stand do not only have a function in terms of information transmission, but may, in a (semi-) open setting, also count on a second ring of (outside) spectators. It creates an ideal moment for the stand crew to make contact. Interaction. If you get a visitor to the point where he will take part in something, you will also have his full attention. The threshold is slightly higher than with the other methods, but it also provides the opportunity of

creating a more permanent memory or association. This could be a game or an interactive presentation. The threshold to actually use a touch screen or touchtable has been significantly reduced with the advent of smartphones. Conversely, the expectations have increased sharply. So make sure you have a non-linear navigation and make it possible to zoom in and out and to scroll and slide. Reward. Who does not want to win or get something? So, a trade fair promotion with a discount or incentive, or the passing out (not a give-away) of a real must-have, soon attracts the attention of many trade fair visitors. Watch out! We’re talking about a reward. You do not get/ give it away for nothing. 

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Your conference guide for the Netherlands conferenceholland.com

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TO SATISFY THE HUNTER’S INSTINCT

LEAD GENERATION

The emotional value a fair guest attaches to a gift is much more important than its actual objective value.

There’s an evolutionary psychological explanation for this. The size of the man’s catch illustrates his talent as a hunter. In an economy where money can buy – almost – anything, this mechanism only works if the reward is of such a nature that only this one single individual could have made this specific catch. That’s why caricature artists in a stand are so successful. They draw a caricature of that one guest, not of one of the thousands of other guests strolling through the passages. SECRET There was time that if you were giving a gift to a guest, the name of the giver had to be printed in large letters

across it. It wasn’t until later that people realised that discretion and subtlety could also be efficient. Especially in more expensive promotional gifts, a little reserve goes a long way. The beneficiary will probably remember who gave them that leather case or beautiful pen. It’s important that it’s kept something of a secret between the giver and the receiver. To score big with gadgets and giveaways, all you really need is one thing: knowledge. The more you know about the intended target audience, the easier it is to be generous with a small present that the beneficiary will really appreciate. A key ring? Why not, but it’ll be even more fun if that key ring has the

logo of the brand of car this client drives. An impossible assignment? Not if you have commercial services that keep their eyes and ears open when meeting a client. The larger the amount of gifts you want to spread, the larger the common denominator will have to be, decreasing the attractiveness of the giveaway. Just another cap might carelessly end up in the boot or in the toy chest of the children. But that one cap that has your name embroidered on it might perhaps be put away safely, to wear it while gardening. And in the end, that’s the most important desired effect of a giveaway: that a relation thinks of your company at times they normally never would. 

CEREMONAL ROLE Don’t scatter your giveaways around and allow visitors to just grab them and run off. The gesture of giving/handing over plays an important ceremonial role; it strengthens personal contact and emphasises (increases) the value of your giveaway.

FITTING THE CONCEPT The giveaway, promotional item, or business gift represents an accessible and handy communications tool for your exhibition participation. Don’t (mis)use it by sending out a conflicting message; either you implement it as an integral part of the overarching exhibition concept, or you don’t use it at all.

WORTHLESS If you’re going to make the effort to create a lasting link between your giveaway and your company, product or service, then at least make sure that the link is a positive one! A worthless giveaway will leave a worthless impression.

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STAND STAFF

TRADE FAIR PARTICI P NETWORKING OPPORTUNITIES Don’t forget to take networking events/opportunities into account when assembling your stand staff. One tends to focus on the needs of the stand, but it can be beneficial to take advantage of the get-togethers hosted by the exhibition organisers or other exhibitors; these events can also represent an opportunity for a good return on investment.

EXHIBITION OUTFITS Investing in exhibition outfits is something that is bound to pay off. It emanates a professional look and visitors can immediately identify who represents the company. It will also help the staff be more conscious of the fact that they are ‘on stage’ and that their roles at the exhibition are quite different from the ones they play in their daily routines. More over, being similarly attired is conducive to strengthening team spirit.

If you’re participating at an exhibition, always put together a project team. Don’t work on your own, where as the process progresses you have to borrow more and more from all departments. Involve as many departments as possible in this project team. Ask representatives from all relevant departments (sales, marketing, R&D, production, HR). This will make the following four challenges a lot easier. Coordination. Which new models will be ready when? What is their level of innovation? How much margin is there in production? What are the logistic challenges in new markets? All those questions receive quick answers if the team includes representatives from all departments involved. That way you can more swiftly develop the right strategy and don’t run the risk that everything has to be adjusted at the last minute.

Sounding board. The project team is a sounding board for all essential decisions and adds more dynamics to the creative processes. Because all interests and visions are represented in the team, you’ll more swiftly reach consensus between sales targets and idealistic objectives, between short term and long term, between easier or harder to calculate, between transaction-focused and experience-focused. Ambassadors. Participation in a fair has to be “sold” internally as well: Everyone has to know that company will be at a fair soon, everyone has to know what’s at stake and preferably everyone’s enthusiastic about the project. In your team you already

have an ambassador for every department, who can regularly update employees on the project’s progress. Recruiters. In order to man stand you need a wide variety of profiles and competences, from born sales people and quality entertainers to people who have the special gift of being able to explain complex information in a clear manner. Thanks to the team members you can find employees from every department that best match the profile and fit with the rest of the stand team. Once you have a complete project team you have to make every participant responsible for certain tasks. The following tasks have to be divided amongst the team members:

Stand traffic Leads Liven up photonic.nl / +31 (0)20 3304384

Photo booth

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Stand staff

I PATION IS A TEAM SPORT Project leader. Who keeps an eye on the project’s progress and functions as the primary point of contact for everyone. This is preferably someone with a good head for planning, checks and team building, who commands enough authority to talk to people about performing their tasks. Secretary. Who manages all meetings, forms and agreements and who draws attention to all the tasks that still need to be completed? This job requires someone who knows how to keep a tidy administration and is not afraid to make a call. The help and stay of the project leader, or the project leader themselves. Budgetary control. Who determines the required budget and makes sure that the project remains on budget? Logically this is someone from the financial administration department. They can usually easily retrieve the costs of previous fair participations to serve as foundation for a realistic budget. Strategy determination. Who makes sure to there’s a clear document containing the objective of the fair participation and the targets to achieve? Preferably someone from management who is commercially responsible. Stand construction. Who makes sure that everything concerning the stand has been arranged and regularly talks to the organiser, suppliers and/or stand manufacturer? The complexity of this task depends on the type of stand selected for the fair. Especially in creating a tailormade stand concept from scratch,

every discipline can add valuable insights. This requires someone who stands firm and can inspire the entire team to offer only the best. Communication. Who is the contact person for the press and makes sure that your fair participation is brought to the attention of the public? This concerns marketing the fair participation for the best results. A challenge for the communication talent of the organisation Stand management. Who briefs, stimulates and corrects the stand crew at the fair and is the primary point of contact for all questions. Could be the same person as the project leader, doesn’t have to be. It does have to be the same type of person; immunity to stress and a commanding presence in the stand team are additional qualities this person ought to have. Follow-up. Who makes sure that the follow-up will actually take place, to ensure that the benefits of fair participation are actually reaped? The perfect candidate would be someone who has not taken up any of the previous tasks. Someone who is still fresh and alert after the fair participation. Logically the size of the organisation will determine how many people are in the team to take up the tasks. In a large organisation, involve all departments and specialists with the project and make a member of management the project leader. Schedule interim collective meetings in such a way that you don’t end up doing everything at the last minute. 

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Stand staff

WHAT KIND OF EXHIBITION TRAINING IS REQUIRED? PREDETERMINE WHICH QUALITIES ARE IMPORTANT TO ACHIEVE YOUR EXHIBITION OBJECTIVES AND WHICH AREAS YOUR STAND STAFF MEMBERS NEED TO IMPROVE UPON. Product presentation. Does every staff member have a sufficient level of product knowledge to enable them to, at least, sum up the product’s primary strengths and main specifications? If not, they need to be briefed by a product specialist. It is then up to a communications expert to explain how they can pass this information on to a visitor in the most efficient manner possible. The product demonstration aspect should not be neglected; anything that can be made tangible or can be visualised, strongly supports the message you are trying to get across. Stand etiquette. When you are briefing your stand team, it is absolutely essential that you talk about stand etiquette (i.e.

the basic housekeeping rules). Just listing some rules won’t have much impact. Making them understand which behaviour is inappropriate for the stand – such as phoning, eating, chatting with colleagues – and having them practice the correct comportment will put them firmly on the right track. Qualifying leads and prospects. Are you aiming to gather as many qualitative leads as possible? Train your stand staff members in how they can rapidly assess the visitors to their stand: how to start off the conversation, which questions they need to ask in order to ascertain if they are dealing with an interesting prospect,

whether or not they should transition towards a product presentation, or whether they should politely and firmly conclude the conversation. Hospitality. Can you simply expect that an account manager who is accustomed to visiting clients also knows what true hospitality consists of? Be mindful that the roles are switched at an exhibition and that in this case it is the client who makes the visit. Hospitality is the essence of an exhibition’s concept and, therefore, this aspect can not be omitted from exhibition training. How do you properly welcome guests so that they feel fully at ease and taken care of? That can only be learnt with practice… 

SIX TYPES Trade fairs are attended by six kinds of visitors. It can be useful to be familiar with and recognise these types, firstly to better filter the abundance of visitors, secondly, to develop a strategy in accordance with the characteristics of each type.

1. The exploring wanderer 2. The determined information gatherer 3. The networker 4. The anti-exhibition visitor 5. The transaction-oriented visitor 6. The seminar attendee

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Stand staff

HOW MANY STAND STAFF MEMBERS ARE NEEDED? The number of staff members you need for an exhibition depends on several factors. Below we provide you with some pointers to help you decide on the size of your team. How many visitors are expected? Obviously, the more traffic you expect the more stand staff members you will need. Try to determine how many visitors are expected to attend the exhibition and how their numbers will be spread out over the duration of the exhibition. Are any peak moments foreseen and how many visitors would they amount to? What is your main objective? If your aim is to gather as many leads as possible then you will need to have an accordingly large number of staff members available. If your intention is to especially receive business relations, then your focus should be more on whom the appropriate staff members are for that job.

PLAY A GAME Play a game of open-ended questions. In practice, this tends to be a challenge time and time again, and that whilst this principle really does form the basis of a successful conversation. This aspect should be an elementary part of the stand staff’s exhibition training.

TELL A STORY Don’t give the temporary staff all the information in check-list style, but weave it into a kind of story so that they can bond with your company. This will also help to evoke the desirable attitude.

What are the tasks that need to be carried out? Will a presentation be made, are you going to provide catering, do flyers need to be distributed? It is important that you assign specific tasks to specific people and that you don’t overload anyone with an unrealistic amount of responsibilities (that’s just asking for trouble). How long will the exhibition last? You need to consider how many people you are going to require for the entire duration of the exhibition. The longer the days last and the more days there are to be covered, the more you need to think about shifts and replacements with ‘fresh’ staff. We realise that that’s not always an option though…not everyone is replaceable and you may simply not have enough staff at hand to rotate them. How are you going to organise the breaks? Avoid the situation whereby your stand is un(der) staffed whilst your team enjoys their break. Try to schedule breaks during the calmer moments. This has two benefits; firstly, you won’t need to arrange for extra staff, and secondly, the small number of visitors won’t get intimidated by a whole platoon of eager staffers. How large is your stand? This is one of those chicken and egg situations. Is your team too big and the number of tasks too great for the size of your stand, then obviously your stand is just too small and unfit for purpose. A general guideline is that you need three square metres of stand space per person. 

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STAND LOCATION

A SPOT NEAR THE FRONT DOOR Every available lot on an exhibition floor plan has its pros and cons. And there’s no such thing as “the best stand location”.

DIFFERENT SEGMENT By setting up in a different segment you’ll immediately catch the eye, even with a modest stand.

ADDITIONAL CHECK Many exhibitors experience it at least once: a pillar or standard that the organiser missed. We recommend an additional check for these things. Also check the connections for electricity, data lines, water supply and water drainage.

The exhibition organiser is entirely responsible for arranging the offers in the exhibition and which location will be assigned to your company. They determine which themes will be shown in which halls, the intricacy of the categories used, which pecking order will be followed (seniority, date of registration, size of stand) and what the general layout of the exhibition will look like. In short: in order to select the best stand location you don’t just work from a blank page, you have to move within sometimes very narrow constraints. OBJECTIVES FIRST Imagine you have a couple of options, what’s the

best alternative? The answer to that question depends on the specific participation objectives. On the whole there are two extremes: either you only want to meet new contacts and quickly and in short tell them something they will preferably remember for a while, or you only want to meet existing clients in order to offer them a warm welcome for a chat about this or that while enjoying a nice drink and a snack. In reality the participation objectives will be somewhere in the middle of those two extremes, sometimes focused on the rational-cognitive component (“We want to show/explain something”),

and sometimes focused on the social component (“We want our clients to like us”). Does this influence the selection of the best stand location? Yes. At the start of their visit, guests are more receptive to knowledgeable content than at the end of their visit. After walking around for a while they’re tired, want to sit for a bit and would welcome a drink and a snack. BUTLER Don’t have your own catering at the stand, but still want to offer something? A spot near a catering location could be a perfect solution. Discuss with the rest of the stand staff who will play the butler

PORTABLE EXHIBITIONSTANDS Custom modular stands Norm-Systems Expo is over more than 30 years the specialist in portable custom modular stands. Whether you are looking for a simple stand-alone pop-up stand or a customized portable 40m 2 stand, with us you have enough choice.

Norm-Systems Expo Emrikweg 28 2031 BT Haarlem The Netherlands T +31 (0)23 517 3222 E support@normsystems.nl www.normsystems.nl

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ASK OUR TRADE FAIR DOCTORS WWW.FIRSTAIDFOREXHIBITORS.COM

and where does it end? If an exhibition only has one hall and only one main entrance, the answer is easy. But what do you do if an exhibition has ten halls, where guests can enter through either the east, west or north entrance? If the exhibition organiser is unable or unwilling to provide a sound answer, you will have to start looking for your main entrance yourself.

when, and who will return the plates and glasses. A similar consideration can be made when the company wants to distinctly present themselves as a centre of knowledge. A stand in the immediate vicinity of the seminar rooms ensures additional visibility with the segment of guests that focuses on knowledge accumulation and in the main visits the exhibition to learn something new.

Both before and after the sessions the stream includes a high concentration of people whose attention you can catch with a good demonstration. WHERE’S THE FRONT DOOR? You may have already made a deliberate choice for a spot near the start or end of a routing, but there’s still something to consider: where does the standard routing start,

Origin: The first thing to consider is the geographical origin of your primary target audience amongst the guests. Do they live in the immediate area, or further away? In both cases the following question is important: Which means of transport do they use? Personal transport? Public transport? A taxi? In case of a national trade exhibition in a regional venue we can assume that the majority of the guests will use personal transport to get there, and will therefore use the entrance closest to the visitors parking lot. In case of an international trade exhibition in KölnMesse, most visitors will enter through the entrance closest to the train station. And for an event in Paris-Nord-Villepinte it does not matter, as everyone will enter the halls through the central square. Hierarchy: Even though every trade exhibition

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guest has their own highly individual agenda and personal to-do list, there are still patterns in the way a guest organises his visit. The halls are toured via a cascade system, ranging from “really can’t miss” to “want to see” to “could be fun” to “if there’s time left”. Someone who has been at the exhibition for a few editions already, knows best where certain subjects rank in the cascade. Will the dairy people look for delicacies first, novelties next? Or vice versa? Are the national pavilions the final stop, or will they go there around dinner time? Gather all: At every moment of the exhibition there are (micro) events taking place that strongly influence the agenda and use of time of specific segments of guests. Perhaps you won’t leave your comfy chair for yet another state secretary cutting a ribbon, but many people - potential clients included - think that’s a valuable experience. This means that their routing will change directions at the time that event is scheduled. Try to match a floor plan of a previous edition to the exhibition programme of that same edition, and assess which events cause massive crowd movements in which direction. 

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Stand location

KNOW YOUR STAND TYPE Do you prefer a row stand, corner stand, head stand or island stand? This is something you’ll be asked almost immediately after registering your company’s participation. Here is an overview of several types of stands and their specificities.

THE REAR You regularly see stands where, literally and figuratively, the rear is adjacent to the aisle. Such a “wall” is not inviting and is a missed opportunity if you do nothing with it. Make sure there is a compelling message to read or to look at, so that every visitor gets curious about what is in front.

FLOOR PLAN A majority of the visitors follows a stereotypical floor plan when visiting an exhibition: they come in, immediately turn right and, at the end, turn left and then continue just like a farmer ploughs. The floor plan tells you what the dominant direction will be - and therefore which stand wall is the most significant - and whether you can expect visitors at the beginning of the day or later in the day.

The row stand (wall stand): You’ll be one of many stands placed in a row. These are often smaller stands (but not necessarily so) with a limited depth. Keep in mind that passers-by will only take a quick glance at your stand when walking past all the adjoining ‘market stalls’; you’ll have to take advantage of that quick glance, so make sure that your stand clearly communicates what it is your company does. Your stand staff members will have to be stationed in the aisle to be effective. Corner stand: This kind of stand is located at the end of a row and has two open sides. It is more noticeable than a row stand and also offers greater lay-out/design possibilities. Head stand: This stand is located at the end of two rows. It is accessible from three sides and is, therefore, very visible. The surface area is quite variable and so you don’t need to use up as many square metres as you would for an island stand. Block stand (peninsula stand): This stand type is accessible on four sides and is, therefore, delineated by aisles on all sides. Typically, these are the largest and most eye-catching stands

at an exhibition. This type of stand lets you shout out loud that you are an A-brand and/ or a market leader. Be mindful of the fact that you will be visible from all angles and that the large surface area could work against you. Multi-storey stand: This stand – usually an island stand –has an additional top floor. This exudes status and increases the VIP-value for the guests who are invited upstairs. It will enable you to offer your business relations and good prospects a nice get-away moment. The top floor is typically destined for a hospitality function, but can also be used as a presentation area. Walk-through stand: In reality, this is a row stand with a missing back wall. Visitors can see/come in from two sides, which entails a greater level of attentiveness on behalf of the staff. The wall surface area is quite limited and so you will not have a lot of options for hanging up communication materials. The stand is often located in a corridor between two main exhibition halls and, therefore, runs the risk of being used as a throughway. This uncommon stand type calls for a highly original stand concept.

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POP-UP STAND

Our high quality and user friendly Excellent Pop-Up stand system of 250 cm high is easy to install and has the professional look and feel of a stand, without having to rent an additional back wall!

Communicatieweg 1 3641SG Mijdrecht T +31 (0)297 591 413 E info@aaadisplay.com www.aaadisplay.com

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STAND DESIGN

SIX BASIC STAND DESIGNS How can you assess a stand design? The communications and image aspect is a logical criterion, but the practical aspects of a stand are not to be overlooked. The following six basic stand layouts should assist you in evaluating the practicality of a stand’s design.

AVOID SURPRISES If you want to avoid unpleasant surprises, we advise that you first check the following matters before accepting your stand location. Are there any columns/pillars in front of your stand? Where are the connection and supply points for electricity, data cables, and water as well as water drainage? Who are your neighbours going to be?

RAISED FLOORS If your stand has a raised floor, you should keep in mind that some of your visitors may be wheelchair-users. Just imagine a ‘hospitality’ stand with a raised floor and no ramp!

TOWER STAND The tower stand consists of a large and high central unit that is surrounded by a series of separate elements. The tower is often adorned with the company’s name and/or key message. The separate elements can be used as reception desk, kiosk, product display unit, catering corner or demonstration station. Visually speaking, this kind of stand is very compelling. It grabs one’s attention from afar and the messaging is visible from all directions. The tower stand is especially suitable for those who wish to display several products, divisions or brands under one company umbrella. The disadvantage is that the central element can be obstructive. It may hamper the visitor’s ability to grasp the link between the different company messages. The layout can also drive the visitors towards the central

aisles, which can, in turn, prevent other attendees from entering the stand. CENTREPIECE STAND What is characteristic of a centrepiece stand is that it is set up in such a way that all attention is drawn to a single focal point. This stand type puts the spotlight on a central product or message. This stand type is particularly suitable for those who are presenting one product or message. It is important that the star product/message is sufficiently noteworthy to merit all the attention; otherwise this stand design could be counter productive. The likelihood of your product/ message leaving a long lasting impression is quite high. Thanks to the alluring focal point, visitors will be tempted to walk into the stand. Keep in mind that a large number of visitors can easily impede the view of other onlookers.

THEATRE STAND The theatre stand has been designed for the giving or showing of a presentation. Typically it consists of a halfopen theatre setup combined with a section dedicated to displaying products or the provision of further information. In the theatre stand, all attention is directed towards the presentation. Therefore, it is essential that the presentation is frequently given and that it is interesting enough to warrant attention. The theatre section needs to be designed in such a way that it also has appeal during the intervals. One of the advantages of this stand is that attendees can discretely listen in from the central aisles. To target these onlookers, it is a good idea to display a supporting message or graphic on the (back) panel of the presentation section. The disadvantage is that most people (also those seated in the audience) tend

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STAND DESIGN

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to vanish quite quickly once the presentation comes to an end. It is up to the stand staff to prevent this collective escape; otherwise they run the risk that the products displayed elsewhere in the stand will be overshadowed and ignored. Try to avoid a setup whereby the back of the ‘theatre’ is directly adjacent to the central aisle; a completely closed-off wall can be perceived as being uninviting. If you don’t have much of a choice then at least make sure it is fitted with a gripping message or image. CLUB STAND The club stand is a closed or semi-closed stand with exterior ‘walls’ consisting of panelling or curtains. This design piques one’s curiosity and creates an atmosphere of intimacy. It is crucial that this kind of stand contains something with a wow-factor or makes the visitors feel pampered. Expectations for this kind of

stand are high. The club stand often functions as a hospitality stand. By opting for one or two entrances you can carry out access control; this will generate a VIP-feeling amongst those who are admitted. It’s also useful for turning away less interesting visitors. By establishing some kind of route, you can automatically guide the visitors along all focal points. The outer walls are perfect for displaying large visuals and messages, but take care to not end up with a fussy effect. This stand type doesn’t draw in crowds of passers-by. Many visitors are reticent to enter a closed-off stand. CIRCLE STAND The circle stand is comprised of a collection of shapes, activities and elements, whereby a circular shape forms the basis. This tends to lend the stand a hip and trendy feel. The stand invites visitors to come on in and explore. This layout is often

used by creative companies or businesses who want to exude a contemporary look. The circle stand makes it possible to disperse various messages or display different products. There are no obstacles adjacent to the aisles, which makes this a very inviting design. You do, however, need to ask yourself whether this kind of modern/creative stand would suit your company, brand or product. Seeing as all elements are equally important, it can be challenging to create a central focal point. It may also be necessary to offer the visitors some guidance so that they don’t miss out on any messages/products. PLAZA STAND In a plaza stand, all large elements (if any) are placed to the sides. The stand’s centre offers ample space for enjoying relaxed discussions and for viewing products. When visitors enter your stand, they are

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engulfed in your world whilst also being free to come and go as they please. The strength of this design lies in the open and airy structure. Make good use of that open space and don’t get tempted into filling it up. The open and informal character of the plaza stand attracts many visitors to come in and have a look. With one glance they can identify themselves with the company and/or products; if not they will wander off again. This results in a natural selection of interested prospects taking place. On the downside, this stand layout can be challenging for controlling the traffic flow. The relatively large scale implies that visitors can walk in and out in an incognito fashion without any contact being established with the staff. Visitors are drawn towards the centre of the space, which means that any products displayed there will be hidden from view for passers-by in the aisles. Please note that the above stand types are standard designs that, in practice, come in many shapes, sizes and variations which can also be combined with other types of stands. The above mentioned information is provided to serve as guidance for when you are assessing a stand’s practical aspects. 

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STAND DESIGN

HOW TO EVALUATE A STAND DESIGN If you want to evaluate the merits of a stand design, then think: Heart, Stomach, Head and Legs. Heart: Trade fair exhibitors want to give their customers and prospects a warm reception. The stand should bustle with activity and radiate openness and hospitality from every angle so that visitors can be effortlessly welcomed. When viewing the design, ask yourself whether the beating heart of the stand is clearly visible from any direction. Naturally, the stand will require a separate zone for each function: the logistics area (storage, inventory, technology) should be out of sight; in-depth conversations should be held in a discreet area; demos, catering and intake interviews should take place in a fairly visible location and eye-catchers and greeting visitors should be highly visible to all. Arrange the functions in concentric circles and place them on the design. Does the picture make sense? Stomach: Nearly every trade fair visitor is out for loot. He or she wants to score, get the ultimate bargain or, at the very least, to gain a trophy from the expedition. A good stand design directly

targets the stomach by clearly communicating user benefits. Trade fair visitors constantly ask themselves, ‘What’s in it for me?’ Every aspect of the stand should be able to answer this question. User benefits are frequently confused with technical specifications. The latter belong in a brochure or on a website. Real user benefits concern the return that you achieve, the costs you can reduce, greater safety, certainty or comfort and so forth. Head: The least you can expect from a stand design is that the designer has thought about your needs and formulated the most coherent response. Should the stand only be used once or should it be used several times? Should it entirely or only partially be reused? And should it be reused in a similar context or in a completely different one? Is the choice of materials well thought-out? Have sustainability issues been taken into account? Has the company’s image been taken into account? You assume that the designer

is experienced in exhibition stands. If that is not the case, you must also take into account other aspects in the rational analysis of the proposed design: Can the stand be built in a few days? Does it convey the key message? Will it work? Legs: Sometimes a stand design resembles Sy Snootles, the ‘Return of the Jedi’ singer who enlivens Jabba The Hutt’s den of thieves: brilliant, but supported by feeble legs. The original concept or idea behind the stand design may have been good, but so much has been lost in the execution that the design is no longer effective. Ask yourself whether the design has sufficiently strong ‘legs’. Will visitors - consciously or unconsciously - be able to pick up on the purpose of the stand? Can you finish setting up the stand so that it still creates a cohesive impression? Does the concept for the stand design offer opportunities for enjoyable interactions with visitors? In the run-up to the trade fair, will you be able to approach your visitor promotion in a fresh way? 

STUFF You think you have foreseen a spot for all things you’ll require at the stand, and then your staff shows up….with their coats, bags, laptops, phones….Don’t forget that all those items also need to be stowed away in a safe spot. Having all these personal items under lock and key also means that your staff will be able to fully concentrate on the job at hand…

FIVE SENSES Live communications is the only marketing tool with which you can appeal to all five senses of your target group. You can let people see, hear, feel, smell and taste what you can offer them. Verify to which degree your stand concept makes optimal use of this singular communications strategy.

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STAND DESIGN

STAND FURNITURE SHOULD NOT BE OBSTRUCTIVE Ask a child to draw a car and it draws an old Lada. Ask an exhibitor to draw a stand and he draws a table (to lay out brochures), a chair (to sit in comfortably) and a counter (to rest one’s elbows on).

THREE ZONES Each stand has three zones with a specific function: Orientation-demonstration, in-depth explanations and logistics. Each zone has its specific furniture. There are striking pieces for the orientation zone, business furniture for the in-depth explanation area and handy stuff for the logistics zone.

HARMONY Choose furniture that is in harmony with the core message, the style of the stand and the image of the company: no cane furniture in the stand of a high-tech company, no bar stools in the stand of an insurance company.

Tip: Try it the other way round and draw this devilish trio last. It is important to prevent that the selected items, and their placement, form an obstacle between the stand staff members and the visitors, thereby impeding healthy interaction. Psychologically speaking, a counter implies an exchange of goods versus payment, such as we are accustomed to in the shops. It often forms an unnecessary barrier that accentuates contrast. A counter only makes sense as a (continuously) manned information point in a larger stand, or as a reception desk in a hospitality stand. Comfy seats and sofas should only be used if it’s your intention to draw in visitors for a longer

lasting chat. By no means should a lounge area become a canteen or hangout zone for the staff members. RECEIVE GUESTS When you receive guests at home, you don’t greet them from within the comfort of your lazy chair, you stand up to welcome them; this is exactly how it should be at a stand. You await visitors standing up, address them, and then eventually find a place to sit down together to talk some more. ‘Active’ seating furniture tends to be more appropriate for a stand. Conversations at an exhibition are usually quite short and so stools and chairs are more befitting (and don’t encourage people to hang about for too long).

The same applies for this kind of seating; they are to be regarded as an end-point for the staff (when accompanied by a guest) and not their start-off point. NOT A STORAGE AREA Tables are clearly useful for a wide variety of things: you can place brochures, laptops, notepads, tablets on them; you can use them to give presentations or explanations to visitors; offered drinks/ snacks can be put down on them… But, don’t use tables as a storage area; a cupboard in the back of your stand should be used for that purpose (and you’ll know where to put all that stuff that you usually place on the counter, which I have just banned from usage). 

PORTABLE EXHIBITIONSTANDS If you as an exhibitor will annually on multiple exchanges participate it is interesting to invest in a modular stand. With a modular stand you are doing a investment once that you will have years of enjoyment. This not only saves you time, but because you can used the stand each time you cause no waste.

Norm-Systems Expo Emrikweg 28 2031 BT Haarlem The Netherlands T +31 (0)23 517 3222 E support@normsystems.nl www.normsystems.nl

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Visuals

TEN COMMON ERRORS Large format prints are often a key component of a stand’s overall communications tactics. Avoid these ten common errors to get the job done properly.

PURE PROFIT Scoring points for good sustainability can already be done by extending the lifespan of a visual. Can it be used multiple times? Does it get a spot in the showroom after the exhibition? Are there dealers who want to use it for a few months? Everything that extends longevity above those few exhibition days, is pure profit.

THREE SECONDS An exhibition visitor decides within three seconds whether he or she will come to the stand or not. Your slogan should be noticed and understood within this short period of time. Test the slogan among employees, associates and family members. Observe their primary reaction.

Too much text. A large format print displays words. Additional explanations ought to be provided verbally. Keep in mind that a visitor should grasp your message in 3 seconds at most.

needs to be raised by 2.5 centimetres (1 inch). So if your text needs to be readable from 6 metres (20 feet) away, your letters should be at least 15 centimetres (6 inches) high.

The wrong text. “What’s in it for me?”. That’s the mind-set of the visitor who’s looking at your print. If the benefit is not clearly indicated, then your text is all wrong.

Badly readable font types. The number of appropriate letter types is debatable but you should, in all cases, avoid using arty and barely legible letter types. To be on the safe side: use Serif or Sans Serif fonts and never use more than two different fonts.

The font size is too small. The letters should be at least 10 centimetres (4 inches) high. As a general rule of thumb, for every additional metre (40 inches/3.3 feet) between the graphic and the onlooker, the letter height

Confusing backgrounds. Stick to light letters on dark backgrounds or dark letters on light backgrounds. You need lots of contrast between the letters and the background colouring. Good choices for lettering

are black, dark blue and dark green on a light background of a white, light yellow or light blue colour (or vice versa). Text placed outside the view zone. Text needs to be placed in the top 60 centimetres of the graphic. Take the end application and the positioning of the large format print into account. You should prevent other stand elements from obstructing a clear view of the graphic’s more communicative elements. Too many images. Opt for one image that looks great from 9 metres (30 feet) away. The image should grab one’s attention and also be communicative about your brand or product. What you want is for visitors to stop and read the message.

PORTABLE EXHIBITIONSTANDS You can transport, built and dismantel the stand youself, this save you a lot of money too. The graphic prints, we can provide on fabric or magnet panels. The choice is yours. By replacing only the visuals your communication change and so your whole stand!

Norm-Systems Expo Emrikweg 28 2031 BT Haarlem The Netherlands T +31 (0)23 517 3222 E support@normsystems.nl www.normsystems.nl

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Visuals

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FIVE GOLDEN RULES VISUALS ARE AN EFFECTIVE FORM OF COMMUNICATIONS FOR AN EXHIBITION, AT LEAST IF YOU TAKE THESE FIVE RULES INTO ACCOUNT. Image. It’s not called a visual for nothing. A well chosen image can get the point across better than a thousand words. Images can be multilingual, universal and crystal clear. Concrete images are far better than abstract ones. Rapidity. It will take a person no more than 3 seconds to decide whether or not they are going to visit your stand. Your slogan needs to be rapidly noticed and understood within that short time frame. Test your slogan amongst colleagues, relations and family members, and take note of their first reactions. Essence. People only remember the key points of a message. The more concise your message is, the better it will be remembered. Ten words is a maximum, but try to go for five.

Poor image quality. Only use high-resolution images. No good can come from poor image material. Avoid using images with less than 4000 pixels and make sure to obtain suitable image material on time. Bad lighting. Place a light source every 60 to 90 centimetres (2 to 3 feet). Preferably, 100 to 200 watt halogen light bulbs placed 50 to 60 centimetres (1.5 to 2 feet) away from the graphic itself. Make

sure that the whole display is well lit. Lighting from above is preferable seeing as it results in a smoother looking image. Damage. Accidents, knocks, crushing…are pretty much unavoidable. But you can make sure that mishaps don’t lead to irreparable tears, scratches or fold marks. Laminate your large format print in order to better protect it against damage. A golden rule is to always let someone help you

handle the print; damage often occurs when people decide to hang up/take down/wrap up the print on their own. Always pack the print with care; wrap it with plastic or paper before rolling it up and don’t stuff/squish it into its case. The print (and its fastening devices) needs to be cleaned; a standard multi-purpose cleaner should do the trick but be careful around the edges because you don’t want to damage the layer of laminate.

Advantage. Instead of being preachy, investigate the needs and wants of your prospects. Communicate what the advantages are for your customers when they buy your product or do business with your company. Humour. Even in a business context, humour can work its magic. A bit of wit can lighten your communications and make the exhibition visitor more receptive. Making people smile is always a winning tactic and increases the memorability of your message.

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Visuals

EIGHT IMPORTANT CRITERIA FOR ASSESSING PRESENTATION SYSTEMS A wide selection of mobile presentation systems is available on the market, they come in various shapes and sizes, ranging from a simple pop-up display for visuals to entire banner stand walls. There is a large choice of different models available from various brands. We provide you with the following eight important assessment criteria that are relevant for all types of mobile presentation systems. Applicability. If your intention is to place a standard format visual in or in front of your stand, then a pop-up banner will do the trick. If your preference goes out to having a back-wall that serves as a communications tool as well as providing some ‘backing’, then you should opt for a banner wall system. Check whether the system can be extended should you ever want to upscale your presentation system in the future. Quality. Generally speaking, you acquire a presentation system for repeated usage. The recurrent packing and unpacking, transport and storage can easily lead to damage, and so it would be wise to go for a good-quality product. Evaluate the quality of the used materials, the thickness of the profiles, solidity, and the simplicity of the mounting components

(the system’s structural components and those that connect the system with the visual). Also check if you can easily maintain and clean the system. Ease of installation. Typically, you would want to be able to set up the presentation system on your own. How rapidly can you install it and are the visuals easily attachable? It is best to avoid systems that require using special tools seeing as these tend to be forgotten. Always ask for a demonstration of the set-up process before purchasing. Looking around at how other exhibitors install their presentation systems during build-up can also give you lots of useful insights. Stability. Setting your system up is one thing, but making sure it stays up is another matter altogether. You don’t want your stand to form a security risk for your staff and visitors! Always give the system a slight nudge before buying it; a good system should always stay upright without requiring additional fasteners or support methods.

Storage and transport. How much does the system weigh and how durable is its storage/packing case? It needs to be easy to take along with you, to load and to transport. Its protective casing also needs to be durable enough to prevent damage during transport and storage. Flexibility in terms of applicable print materials. Which print materials can be used with the presentation system? Lighting. This is considered as an accessory but a lighting system is in fact a necessity. This will enable you to make sure that your visual is always as noticeable as possible regardless of the external lighting conditions. Design. Applicability, durability and ease-of-use are obviously not the only factors to take into consideration. Its look and feel and the image it portrays of your company are aspects that you can’t ignore. A run-of-the-mill pop-up banner would look a bit silly in a highly contemporary designer stand! 

MUSICAL FRAMES Presentation walls are multi-sensory. Special profiles make printed fabrics remain taut. LED lighting makes it possible to highlight the visual from behind in any desired colour. Ultra-slim speakers make a musical wall. And there is also a place for fragrance diffusers. Put in a motion sensor and the exhibition wall becomes interactive.

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PUBLICITY

HOW SOCIAL IS YOUR T Social media is the (provisional) final addition to the rich palette of communication tools you can (or, rather, must) at a trade fair. Do not make the mistake of thinking that the deployment of this rapid, volatile medium requires no preparation. The systematic use of social media can increase the efficiency of your trade fair participation considerably. Do not wait until the trade fair has already started, because then you are too late (and you’re probably focused on other things). Here are a number of items for consideration.

PIMPING Please take the trouble to ‘burn’ or ‘pimp’ your social media accounts. Provide appealing visuals and a complete description of the company. Make sure that the postings on it are current.

Use the hashtag of the trade fair (and possibly your company and/or the promotion that you are running). Certainly shortly before, during and shortly after the event, the use of the trade fair hashtag ensures that you to come to the attention of (potential) trade fair visitors. Ensure distribution of posts or updates. It is tempting to

write a basic text and then to post it at one time on all social media platforms. That is, indeed, efficient when it comes to your time spent, but it is less effective. In the continuous flow of online messages, the lifespan of a post is only a few seconds. Spread the out posts over several days, and then use a number of different times. A tool, such as a buffer, makes it moreover possible to schedule messages, so you can write them all at once, yet stagger the postings. Have everyone participate. Also, make sure that the stand personnel and staff of the company keep their network informed of your participation in the exhibition. Let them

know what the hashtags are and give them some suggestions on what they could post. Create a posting schedule for the stand team at the trade fair. It is recommended to take full advantage of the buzz during the exhibition and it is even necessary in order to prevent the stand staff from spending too much time on their smartphones. Take a look at the statistics. Which update created the most comments and what posting was re-tweeted the most? Who had the most followers and/or got the most response? You could even make a game of it in order to encourage your people to tweet, post, update, scribble...

CLIMATE RENTAL

For over 40 years Andrew Sykes Klimaatverhuur (Climate rental) is thé specialist in the rental of temporary climate control. We have the largest product range of mobile air conditioners and heaters in Europe.

Andrews Sykes Hoefweg 151-155 2665 CD Bleiswijk The Netherlands T +31 (0)800 520 0200 E info@andrewssykes.nl www.andrewssykes.nl

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PUBLICITY

ASK OUR TRADE FAIR DOCTORS WWW.FIRSTAIDFOREXHIBITORS.COM

R TRADE FAIR PARTICIPATION? Make sure there is sufficient variety. Each phase of a trade fair participation requires different reporting. Everyone is triggered in a different way to come to your stand. Having many posted messages attracts attention, but will irritate your most loyal followers if it is always the same message. Therefore, think up tweets beforehand that the company, the stand staff and other participants could send. Here are some suggestions of messages that you could prepare. Also, don’t forget photos that you could link to such a posting. Message about the preparations. Here is the beautiful stand design for #exhibitionhashtag; our exhibition team in training for #exhibitionhashtag; our newest product on the road to #exhibitionhashtag; the bar is almost finished in stand 326 on #exhibitionhashtag Invite people. @tradefairdoctor shall we catch up next week at #exhibitionhashtag; @tradefairdoctor when are you at #exhibitionhashtag - shall we meet?; I have a surprise for @tradefairdoctor at #exhibitionhashtag stand number 326 Let them know that you are ready (and are raring to go). The stand team of #companyname is ready at #exhibitionhashtag; bring on all your questions about #subject - Stand number 326 at #exhibitionhashtag, that big blue

balloon in the back of hall 7 at #exhibitionhashtag? we from #companyname will be there with a cup of coffee for you Talk about how nice it is at the exhibition (and this time do not talk about yourselves). The doors have just opened and it is already busy at #exhibitionhashtag; are you at #exhibitionhashtag? you should definitely go to the novelty pavilion -I’m impressed; good fair presentation of #othercompany on #exhibitionhashtag - compliments! Report your success stories at the trade fair. Lots of posi-

tive reactions to our premiums on #exhibitionhashtag; #primeminister viewing our scoop on #exhibitionhashtag - stand number 326; have extra brochures delivered on #exhibitionhashtag because they are flying out the door. Call for the final round. Last chance to see our new solution for #subject - At back of hall 7 at #exhibitionhashtag; come to the networking reception at stand number 326 #exhibition hashtag; pleasantly busy at our stand at #exhibitionhashtag Looking back at the trade fair (in all forms discussed

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above). Nice to talk to you again @tradefairdoctor on #exhibitionhashtag; tomorrow follow-up starting for #exhibitionhashtag - 32 follow-up appointments!; Couldn’t you come to #exhibitionhashtag? reply to this tweet and we’ll send you the new brochure. And finally, it’s not called social media for nothing. You don’t have to do it all yourself. Encourage trade fair visitors to send a tweet to you and put a post on your time-line. A competition and/or a photo promotion for this are excellent instruments. They put your business right in the spotlight. 

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PUBLICITY

WHAT A SHAME This is missing from almost every checklist: getting photographs taken of your presence at the exhibition. What a shame to miss out on such an opportunity; all that effort your staff put into the presentation and it wasn’t even captured on film… And don’t forget to get a jovial picture taken of the stand team members; it will serve as a lasting and fun reminder of a joint achievement.

HIRE A PROFESSIONAL Taking a photo seems so simple, especially in this digital day and age. However, the lighting conditions in an exhibition hall make it pretty much impossible for an amateur photographer to take a decent shot of the stand. If you plan to use the images in a professional capacity, it is worth considering hiring the services of a professional photographer.

ATTRACT MEDIA ATTENTION YOUR COMPANY IS GOING TO BE INTRODUCING ITS LATEST PRODUCT AT THE UPCOMING TRADE FAIR. HOW CAN YOU MAKE SURE THAT YOUR INNOVATION IS GOING TO GET THE MEDIA COVERAGE IT DESERVES? Members of the press usually wear special press badges. Ask your staff to be on the look out for these badges so that they know when they are dealing with a journalist. If a journalist is interested in a demonstration then do it right away; do not ask them to come back later because chances are they won’t return. If you are handing out giveaways, make sure to also give them to journalists as a memento of your company for when they are back at their writing desks.

An interview given by a company Director will be more appealing and have a greater impact then an interview with a “Mr Company Regular”. Ideally, the company’s big boss is at the exhibition for at least a day or two; this should be announced via a press announcement to the trade press in advance. Every exhibition has a press room. Use it! Place your catchy media kit in a conspicuous spot and check daily to see if you need to restock them. A media kit contains

information about your latest product/service, photographic material, company information and a business card for the press contact. Hold a press conference to spotlight your latest product or service. Ideally this is done during the exhibition but not at your stand. Make sure to have a sufficient amount of media kits available for handing out. It’s always a good idea for the Director (or the one responsible for the latest product/ service) to be present for giving interviews after the conference.

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STOPPING POWER

Your target audience walks right past your stand! What do you do? We can get you in touch with all the exhibition visitors you haven’t met yet. We have the power to stop them!

Koninginnegracht 38 2514 AD Den Haag The Netherlands T +31 (0)70 392 1140 E info@acteurs.nl www.actorfactory.com

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Stand catering

MORE THAN JUST Stand catering refers to what you offer both your visitors and your crew.

CHEERS! Although it may be self-evident to have a glass of wine or beer in Europe, this may be problematic in other parts of the world. In most Middle East countries and in all emirates alcohol is forbidden in stands and exhibition halls. Many Asian and African countries adopt restrictive policies. Ask your local caterer for advice.

SUSTAINABILITY Prefer local ingredients and season products to all sorts of exotic niceties.

A day at a trade fair often takes at least 8 hours and no-one will be focused all day long without being refuelled occasionally. Some exhibitors have a few of their crew dine in the venue restaurant in turns. However, offering some catering at the stand is faster and more efficient. In most cultures, offering a drink and a little snack to visitors of your stand is regarded as an elementary rule of hospitality. Two target groups, so two types of things to offer. The common factor is that catering should be available at all times; “we’re closed for lunch” is not something to be maintained at a trade fair. Visitors come and go, and crew members preferably take several short breaks at intervals they agree on. This works far better than one prolonged lunch break.

If the event aims at a higher level of international visitors, you have to be more precise regarding your stand catering: religious rules, individual restrictions and diets determine what you can offer. That crunching Dutch round croquette ball can be perceived by a South-European visitor as a hot bowl of an indefinable vomit-like mash. THE FOLLOWING OPTIONS ARE WITHOUT RISK

Fresh fruit and vegetables. Raw vegetables and fruit are easily digestible and are a fantastic source of energy. Be sure to have a great variety and have fresh products every day. Smoothies and milkshakes. This liquid version of fruit and vegetables can be easily prepared in a small space

with only basic equipment. Moreover, everyone can have their own recipe. Sandwiches and rolls. With a wide range of fresh products, even finicky visitors and crew members can be served. Choose fillings that are easily digestible and avoid fatty salads. Pastries. Take viennoiserie or Danish pastries, puff pastries add a festive touch to the catering offer and add refreshing energy to those in need of it. Baked products. Savoury baked products such as pizza and bruschetta can be prepared quickly. They offer lots of possibilities to vary, you can gear them to your visitors’ preferences and they can be eaten without making a mess.

Stand traffic Leads Liven up photonic.nl / +31 (0)20 3304384

Photo display

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Stand catering

GOOD FOOD

SOME ITEMS YOU SHOULD AVOID AT ALL TIMES Highly seasoned dishes. Of course sambal, Tabasco sauce and harissa taste good, but when you are sitting or standing under hot spotlights they easily cause you to sweat. Sharp curries and garlic are also best left out.

Fancy food. Poppy seeds, sesame, cumin, quinoa, cardamom... they look great on a roll, but leave annoying traces between your teeth. Unethical products. Besides religious restrictions, ethical considerations increasingly play a part. You had better leave out products that are incom-

patible with animal welfare (e.g. goose liver, frog’s legs). Haute cuisine. No-one expects to have a fancy dinner at your stand. Select snacks that can be prepared and eaten easily, which optimises the flow of visitors. DIETS Not everyone can eat what they like. Nowadays, more people have allergic reactions to ingredients and it’s simply impossible to cater for everyone’s special diets: gluten-free, lactose-free, sugar-free... On top of that, nearly one in five persons claims to be allergic to certain ingredients, the top six malefactors being cow’s milk,

ASK OUR TRADE FAIR DOCTORS WWW.FIRSTAIDFOREXHIBITORS.COM

proteins, wheat, peanuts, white-fish and soy beans. Nearly 25 percent of the world’s population has a halal diet. Which means: meat of clean animals that is prepared according to slaughter rituals. Pork meat is absolutely forbidden, beef and poultry should carry a halal hallmark. HYGIENIC PRINCIPLES Of course you do not want someone to end up with food poisoning caused by your snack. Take care of good hygiene when preparing food. ++ Always make sure that the worktop where you prepare the food is spotless. Clean it several times during the day.

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++ Avoid cross pollution by using separate worktops for raw and prepared foods. ++ Store ingredients and prepared foods that are not being consumed right away in a refrigerator with a temperature of no more than 7° Celsius. Make sure to have a thermometer in your refrigerator. ++ Ensure that crew members that touch food can wash their hands using water and soap. ++ Ensure that cutlery, plates and dishes are being cleaned thoroughly before using them again. ++ Heat prepared foods only once up to at least 80° Celsius. 

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STAND CATERING FORMS A LOGISTICAL CHALLENGE

Stand catering

Providing any kind of catering at your stand represents a logistical challenge in its own right. Even if you limit yourself to just serving coffee and soft-drinks, you’ll still need storage space, electricity, running water and cooler/freezer equipment. Keep in mind that for a stand providing catering you’ll require about thirty percent extra surface area compared to one that doesn’t provide catering. You will also need to decide upon who serves the drinks, who does the clearing away, and who keeps everything clean and tidy. When also offering something to eat, you’ll need to double the aforementioned efforts. We have summed up the below pointers to ensure that your stand catering will be a logistically successful operation. Manage the numbers. How many people are you going to cater for? Will every passer-by be offered something or all those who stop by the stand? Or will you limit yourself to treating those who are invited into the stand for a more in-depth discussion? Consider the peak times. These could be peaks in the general flow of exhibition traffic or be your own ‘happy hours’. These moments will be extra taxing on your stocks and require a boost of the preparation/ serving dynamics.

Do not compromise on cooling. You want to keep your valued guests happy and healthy, and a cool drink will go a long way in getting you some appreciation. This is about more than just having a fridge in place; your snacks need to be kept refrigerated and your drinks supply needs to be kept well stocked. Have some dietary alternatives available. If catering plays a central role in your stand’s concept then you should definitely take dietary needs/wishes into account. Non-alcoholic alternatives for a champagne toast should be available, as should vegetarian, kosher and halal snacks.

Brief the stand staff members. Operational requirements in regards to the catering should be specifically addressed when briefing your team. Even if you have specific staff who are responsible for the catering aspects, you should still brief the other staff members about it (who, when, what and how). Be exacting with your suppliers. Are you using the catering services provided by the organiser or venue, or have you contracted an external supplier/caterer? Be very clear that you expect to have everything on time at your stand. A busy exhibition hall can delay deliveries, but that should not end up being your problem. 

OBJECTIVES What you plan to offer and how you are going to go about it depends on your exhibition objectives. If hospitality is your overarching stand concept, then you can’t really go without catering. If your goal is to provide information, then you can do without catering.

VERIFY SERVICES Verify what services are offered by the supplier/rental company of the catering equipment: what will they do for you if something malfunctions during the exhibition?

POWER SUPPLY Make sure to have sufficient power outlets for all your equipment and check if you have a 24/7 electricity supply for your cooler/freezer equipment

Stand traffic Leads Liven up photonic.nl / +31 (0)20 3304384

Green screen photography

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PLANNING

A PLAN FOR THE EVENING HOURS What do you do once the stand lights have gone out? Will you plop down on your sofa at 7:30, or will you be available for (potential) clients even after the fair has closed? Successful trade fairs are a temporary but important geographical concentration of what is generally called “the market”. For several days, everyone who’s someone is in the area; several dozen metres away from each other during fair hours, and no more than a few kilometres from each other when the fair is closed. And many of those fair guests feel a little lost and forlorn in an unknown city, sitting in an anonymous hotel room. So...

COMPANIES THAT FAIL Companies that fail for the hospitality criteria usually don’t do well on the rest. Companies that go the fair with a well thought-out hospitality plan usually effortlessly manage to achieve their (relational) objectives.

The best action plan largely depends on the objectives that have been drawn up for the fair participation. Do I want to find new clients, or connect with existing clients? Am I looking at the domestic market of the fair, or do I mostly want international guests? Do I want to maximise the amount of new contacts, or will I use a snare net principle that just leaves me some of the bigger fish? Selection. You can’t be Santa Claus for everyone. Describe the type of guest you want to charm with your hospitality and make a list of

names. If possible, connect to the database of the organiser. Scheduling. Empathise with the target audience’s situation. For several days they are staying a strange city. How can you be of service to them? Especially if the fair’s in your home town, your knowledge of the city and area give you a head start. Talk to the local tourist services about the “mustsees” in the area and draw up a programme that matches the interests of the guests. Arrangement. Send your guests a written invitation for the after hours and take into

account that will probably have had a tiring day. Don’t make it full schedule, give your guests some room to breathe once in a while. Especially guests who are visiting the country for the first time have to process a lot of impressions in a short amount of time. Letting go. Don’t abuse the evening hours to push in some business. Let go do the business meeting mindset and provide some conversation starters that match the interests of the guests. Avoid sensitive topics of conversation (religion, politics, nationality, race, sports...)

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PLANNING

PARTICIPATING IN EXHIBITIONS HELD ABROAD ARE YOU PLANNING ON PARTICIPATING IN AN EXHIBITION HELD IN A FOREIGN COUNTRY FOR THE FIRST TIME? IF SO, PAY EXTRA ATTENTION TO THE FOLLOWING ASPECTS. Market knowledge. Is your market knowledge already up to scratch or are you planning to (also) get to know the local market by participating at the fair? It is advisable to first attend the exhibition as a regular attendee in order to prepare your participation as an exhibitor for next time round. If you, nevertheless, opt for a combined approach – as an exhibitor and to conduct market research – then we recommend you take along colleagues who can attend the related event programmes and who have the time to check out who the other exhibiting companies are. Strategy. Would your position in that market be the same as in your existing markets? Are you seeking an importer or agency? Do you plan to establish a local branch or are you looking for buyers for your products? Don’t simply implement your usual participation strategy, but determine a specific approach for this exhibition. Collaboration. When the government, or an industry/ sector organisation, sees a good business opportunity for an industry in a particular country or region, then they often organise a country pavilion at a trade fair. Verify if this is the case for the fair you are planning to participate in. Your participation in a foreign exhibition will be so much easier if you are part of

a pavilion. However, even in this case, you will still need to develop your own strategy and do your utmost to stand out from the crowd in order to attract your target audience. Suppliers. Work with a stand-building company and suppliers who are active on the international front. They will be aware of any relevant laws and regulations in the country in question, and be acquainted with the exhibition venue and organisers. Thanks to their international experience, they can help you to avoid common mistakes. Equally, you should be able to rely on their services during the exhibition; for as long as you don’t have a local office/branch to fall back on, they will be your main source of support. Laws and regulations. It’s a real challenge to maintain a correct overview of what you can and can’t do. That’s why the previous point is so essential. IMPORTANT: what are the legalities related to the import/ export of the products you plan to display? What about insurance? OF INTEREST: you are no longer required to pay VAT in the country in question. The VAT needs to be declared in your tax declaration and it will be compensated by the VAT of the purchased products and services. Image. As a new supplier in a foreign market, building trust should be number one on your list of priorities.

You will be appreciated for having taken the time to research the local market and customs, so make it apparent that you have done just that. Exude reliability and integrity with everything that you say and do and be careful to avoid frivolities. When you have identified an interesting lead, try to get hold of a senior manager or director for a discussion. Language. English will go a long away in most places, but you will really score points if you are able to converse and provide information in the local language. Try to include at least one person on your team who can speak the native lingo (and who also speaks English or your own language for translation purposes). Make the effort to learn some phrases of politeness and standard sentences. Provide translated visuals, written information and business cards. Stand staff. Participating in a foreign fair, implies extra attention and care when it comes to your staff. This starts off with arranging travel and accommodation. Don’t forget to verify insurance matters; is your occupational injuries insurance also valid in the country in question? Give some thought to leisure time and plan in some fun and relaxation, but keep an eye on everything…you do want your staff to be fresh and alert at the stand the next morning. 

LEARN Learning from your exhibition participation to do (even) better next time round? These four steps are going to help you take a great leap forward: arrange for a mystery shopper, peek at your neighbours, ask your visitors and evaluate with your team.

EVERY DEPARTMENT Always put a team together when participating in an exhibition. Don’t make it a solo effort whereby you need to ask/beg every department for help during the duration of the organisation process. Involve as many departments as possible in the project team and assign specific tasks to each staff member.

WARNING! There are several ‘guides’ out there that send exhibitors forms to register to their online guide or to correct their existing data. Often the impression is given that the service is free-of-charge and/or that they are linked to the exhibition you plan on participating in. Three of these schemes/ scams are Fair Guide, Expo Guide and World Business Guide.

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PUBLIGANDA ‘THE MORE WE USE INTERNET – THE MORE WE NEED FAIRS’

Koen Bogaert, Managing Director Publiganda

Publiganda Ottergemsesteenweg Zuid 717 BE-9000 Gent Belgium +32 9 226 45 45 build@publiganda.be wwwpubliganda.be

I was asked to write a brief opinion for a publication entitled “First Aid For Exhibitors” … I think “first aid” is an incorrect starting point, but unfortunately it is far too often characteristic of the way people think of the medium of fairs. First aid refers to an emergency situation, where initial care is quickly provided, in anticipation of a more serious operation, entailing a potential recovery, but the outcome of which is always uncertain. Fairs do not require any “first aid” as they do not involve an emergency situation. Instead they constitute an opportunity that is far too often underestimated, to have a product, a service and therefore the company or even the entire sector developed in an environment where people “meet”, look one another in the eyes and establish ties that are favourable to all parties.

people, get when they have to fill in a “contact form” for the millionth time or when they have to wait until a digital voice has announced all options, just to realize in the end that your question is not included in the list and so you will not be helped as you would like to. You actually might even develop an aversion against companies that tend to welcome their clients this way.

Availability is the key word here, 24 hours a day and all over the world, but who is there to reach ? Under the cloak of efficiency, all, often very charming, receptionists are promoted out of the companies, thus taking away also our slightest bit of hope to find a person on the other end of the line – a name – a contact, i.e. someone that will help us ….

ANNOYING First of all, allow me to say a few words on how annoyed many of us, even young

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ADVERTORIAL TIMING AND ATMOSPHERE But ok, we were not asked to create a league to save receptionists. We were talking about fairs … trade fairs and fairs for a broader audience. This mature but indestructible medium, which has allowed many companies to develop, which has allowed many companies to discover and conquer other markets; fairs that are often the place to be in order to realize once more a major part of the turnover. A “social” medium, where people do meet, are visible, exchange thoughts, get ideas, share experiences, establish new contacts, reinforce existing contacts, explain services, have products tested, find partners, conclude alliances, provide trainings and especially have dozens of opportunities to establish a face-to-face communication between supply and demand. So, the more impersonal the internet, the higher the need to see each other face-toface in an environment where timing and atmosphere will be important factors. REVENUES The question then is: does it also yield money ? Numerous studies have been realized in order

to demonstrate that fairs generate major direct revenues (for the participants) and indirect revenues (for the urban environment, hotels, restaurants, taxis etc..). And every single study has shown that the proceeds are many times the value of the investments made. ECONOMIC DEVELOPMENT Considering that the medium of (trade) fairs has a major impact on the economic development of a country, it should not come as a surprise that Germany, organizing huge international fairs, is the best performing country in Europe from an economic point of view. Belgium is on a par with its major neighbouring countries, although we should try to organize more fairs of an international character. A recent study realized by Deloitte shows that every euro spent in advertising (advertisements) generates 6 euro of turnover for the economy. There is no doubt that the trade fair sector is doing better still; as a matter of fact, each and every exhibitor can easily calculate that for itself and thus confirm the above.

UNDERESTIMATED If we know: ++ that there are more than 1,200 major venues in the world, 496 of which are established in Europe; ++ that they all together provide 32.6 million m² of exhibition space; ++ that Belgium, with 448,000 m², is still ranked 13th worldwide; ++ that in Belgium 450 fairs are organized, with 2,900,000 m² of stands or 80,000 exhibitors, welcoming 6,000,000 visitors; ++ that the Belgian fair sector therefore represents a turnover of € 2.175 billion euro (almost 3 percent of the total world market of trade fairs , which is estimated at 77.25 billion euro and still growing) ++ that the fair sector is therefore of equal size as the total advertising sector (2.2 billion euro) in our country. Then it is safe to conclude that (trade) fairs generate a turnover that is often underestimated but nevertheless is of a major impact for economy. Only then we realize to what extent fairs constitute a profitable medium. CONSTANTLY INVESTING Publiganda recognizes the importance of the medium of

fairs and therefore, already since 1948, has constantly been investing in its further development, with establishments in Ghent, Brno and within short also in Denmark. Year after year we develop tailor made stands for about 200 exhibitors and realize a turnover of ± 8,000,000 euro, so that we are one of the 3 major stand constructors in Belgium. By investing in efficient and sustainable production methods we provide services at prices that our clients can afford. At Publiganda we are also aware of the fact that creativity, quality and service primarily are the result of a joint effort of customer and supplier. ++ that is why we continue investing, primarily, in human resources; ++ that is why we are convinced of the power of the medium of fairs; ++ that is why our mission is to help our customers to make a success out of their exhibiting effort. Would you like to discuss this in detail – call Sanne or Katrien at number + 32 (0)9 226 45 45 – they will see to it that you talk to the right person. See you soon.

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BEURSTRAINING NEDERLAND Engelenburgerlaan 14 6971 BW Brummen The Netherlands t 0031 (0)575-566413 info@beurstrainingnederland.nl www.beurstrainingnederland.nl

EXPORESULT www.exporesult.nl EXPOSYNERGY Keizersgracht 62-64 1015 CS Amsterdam The Netherlands t 0031 (0)20-5207555 info@exposynergy.nl www.exposynergy.nl

HORIZON CREATIVE Overschieseweg 34h 3044 EE Rotterdam The Netherlands t 0031 (0)10-2450707 studio@horizoncreative.nl www.horizoncreative.nl

SUPPLIERS

AAA DISPLAY Communicatieweg 1 3641 SG Mijdrecht The Netherlands t 0031 (0)297-591413 info@aaadisplay.com www.aaadisplay.com www.beursmaterialen.nl

Onderscheidend, eigenwijs en een meerwaarde voor exposanten

BANO Gotenburgweg 58 9723 TM Groningen The Netherlands t 0031 (0)50-5416591 info@bano.eu www.bano.eu

BAZELMANS AVR De Run 4545 5503 LT Veldhoven The Netherlands t 0031 (0)40-2544222 veldhoven@bazelmans.com bazelmans.com

BEURSTOTAALTRAINING Raadhuisplein 45 2914 KM Nieuwerkerk aan den IJssel The Netherlands t 0031 (0)180-321346 info@beurstotaaltraining.nl info@intraservice.nl www.beurstotaaltraining.nl www.intraservice.nl

BURGERS STANDEN INTERIEURBOUW Vrijheidweg 55 1521 RP Wormerveer The Netherlands t 0031 (0)75-6705146 info@burgersstandbouw.nl www.burgersstandbouw.nl

LA DOLCE BARISTA Else Mauhsstraat 121 7558 RJ Hengelo The Netherlands t 0031 (0)6-51880638 info@ladolcebarista.nl www.ladolcebarista.nl

ELDEE EXPO EXPERTS Bosmanskamp 21-23 4191 MS Geldermalsen The Netherlands t 0031 (0)345-585600 eldee@eldee.com www.eldee.com

EXPOBULL Reigersbekstraat 2 5262 DC Vught The Netherlands t 0031 (0)73-5032935 info@expobull.nl www.expobull.nl

EYES ON MEDIA Basisweg 45 1043 AN Amsterdam The Netherlands t 0031 (0)20-5858585 info@eyesonmedia.nl www.eyesonmedia.nl

FAIREXX LOGISTICS FOR EXHIBITIONS De Trompet 2650 1967 DD Heemskerk The Netherlands t 0031 (0)251-250060 info@fairexx.nl www.fairexx.nl

FICTIEF Achterstraat 32 4153 AR Beesd The Netherlands t 0031 (0)345-683765 info@fictief.com www.fictief.com

GIGANT INTERNATIONAL Meerheide 116 5521 DX Eersel The Netherlands t 0031 (0)497-517771 info@gigantinternational.com www.gigantinternational.com

INNODECK Kelvinstraat 24a 7701 BZ Dedemsvaart The Netherlands t 0031 (0)523-610453 info@innodeck.eu www.innodeck.eu

MANSVELD EXPOTECH Kollenbergweg 56 1100 AM Amsterdam The Netherlands t 0031 (0)20-3128080 info@mx.nl www.mx.nl

MAQUTOS Kerketuinenweg 79 2544 CZ Den Haag The Netherlands t 0031 (0)70-3292363 info@maqutos.com www.maqutos.com

NORM -SYSTEMS EXPO Emrikweg 28 2031 BT Haarlem The Netherlands t 0031 (0)23-5173222 sales@normsystems.nl normsystems.nl

1250 6<67(06 (;32 6SHFLDOLVW LQ PRGXODLUH EHXUVVWDQGV

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DIRECTORY OF SUPPLIERS IN THE NETHERLANDS AND BELGIUM

ALUVISION Clemence Dosschestraat 44 BE-9800 Deinze Belgium t 0032 (0)9-3815470 info@aluvision.com www.aluvision.com

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SUPPLIERS DIRECTORY OF SUPPLIERS IN THE NETHERLANDS AND BELGIUM

OIL FOR LIVE COMMUNICATION Vliegtuigstraat 26 1059 CL Amsterdam The Netherlands t 0031 (0)20-6262526 hello@oil.nl www.oil.nl

OUTPUT De Meerheuvel 10 5221 EA s-Hertogenbosch The Netherlands t 0031 (0)73-6392600 info@outputnl.com www.outputnl.com

PRONORM Lijn Helmond Venlo 1 5705 BW Helmond The Netherlands t 0031 (0)492-542111 info@pronorm.org www.pronorm.org

SALES & PEPPER Heinsiuslaan 5 3051 HD Rotterdam The Netherlands t 0031 (0)6-46324830 han@salesandpepper.com www.salesandpepper.com

STANDSITE.COM Dorpstraat 49 4851 CK Ulvenhout The Netherlands t 0031 (0)76-3032821 info@standsite.com www.standsite.com

SVENFIX Bakkerstraat 19 1221 GS Hilversum The Netherlands t 0031 (0)35-6834402 info@svenfix.nl www.svenfix.nl

TOTEMS | COMMUNICATION & ARCHITECTURE Pedro de Medinalaan 67 1086 XP Amsterdam The Netherlands t 0031 (0)20-5091310 amsterdam@totems.com www.totems.com

VAN DER VEEN – EVENT ENGINEERING Cort van der Lindenstraat 7 2288 EV Rijswijk The Netherlands t 0031 (0)70-3679797 info@vanderveen-ee.nl www.vanderveen-ee.nl

TANJA VERHUUR Havenstraat 14 9471 AM Zuidlaren The Netherlands t 0031 (0)50-4092800 verhuur@tanja.nl www.tanja.nl

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