EXHIBIT MANAGEMENT UFI - The Global Association of the exhibition
WEEK 1 Industry
MICE industry - term used for meeting, exhibition, IAEE - International Association of Exhibitions
and incentive and Events
- TCEB - Thailand Convention & Exhibition CEIR - Center for Exhibition Industry Research
Bureau defined MICE as - business travel in oceania TEA - Thailand Exhibition Association
Meeting - gathering to brainstorm ideas TCEB - Thailand Conventional and Exhibition
Incentive Travel - reward in form of leisure trips Bureau
Convention - large meeting to promote exchange of Components and Stakeholders in the Exhibition
knowledge Industry
Exhibition - display of products, innovation, & Organizers
services Venues
- means to see in European countries Contractors and Supported Service Providers
Fair - gathering of public from time to time Exhibitors
Exposition - french term with root of latin Visitors / Buyers
“Exposition”, means displaying
Types of Exhibition Exhibition Management - process of developing,
Categorized based on purpose planning, operating exhibitions
Exhibitions for marketing promotion Types of exhibitions
Exhibitions for public relations Trade exhibition - also known as commercial
Exhibitions for education exhibitions
Categorization based on marketing targets - for industry specific manufacturers to
Trade Show (B2B) showcase product
Consumer Show (B2C) Consumer exhibition - also known as expos
Trade and Consumer Show (B2B2C) - allows different industry to exhibit their
Categorization based on level product, prototypes
International exhibitions Art exhibition - present arts objects, new media
National exhibitions art, interatice art
Local exhibitions Interpretive exhibition - displays scientific and
Categorization based on venue historical items require visitors interaction
Outdoor exhibition Digital exhibition - digital viewing of physical
Indoor exhibition exhibits, art galleries
Medieval Europe - history of exhibition started. Exhibitions management considerations
Great Exhibition held on May 1 1851 - historical Logistics - consider space requirements,
record of exhibitions. interactive technology, signage, and health
Display products under same roof at Hyde Park, the Timing - determine right timing, such as days of
temporary building called Crystal Palace. a week or months
King Rama V - history of exhibition in Thailand Audiovisual (AV) requirements - assess
10 most popular destinations for MICE travelers microphone, laptop, easel
Thailand, Japan, Australia, Singapore, America, Speaker Management - connect with exhibition
HongKong, Germany, Switzerland, England, China speaker and panelists
Marketing - oversee production of promotional
Exhibitions Industry-Related Organizations and communication materials
Exhibition management best practices
Goal setting and budget tracking - aligning - usually organized so that organizations in
exhibition goals with business objectives sets specific interest
Leveraging automation tools - organizing large Digitalized exhibition - include the digital viewing of
exhibitions requires exhibition managers physical exhibits
- Choosing right event management tools Mid-19th century - new national museums of Europe
help them automate manual tasks were in place
Delighting attendees - finding ways to boost Chronology of Temporary exhibitions at British
audience engagement and satisfaction museum - goes back to 1838
Creating personalized and memorable Great exhibition of 1851 in London - the tradition
experiences - personalizing end-to-end journeys universal exposition began
delights attendees and compels them Exposition Universelle 1889 - Eiffel tower in Paris
Event management - planning an event regardless was built and serve as entrance arch
of its type
Exhibition management - planning and executing a What are the different types of exhibitions?
specific type of event i.e an exhibition Trade shows- also known as expos
Fall into three major groups:
EXHIBITION Consumer trade shows, industry trade shows,
WEEK 2 and trade shows that appeal to both industries
Exhibition - organized presentation and display of and consumers.
selection of items. Exhibitions, expositions, trade shows - names for
Museum, art gallery, park, library, exhibition hall, public events which businesses bather together
or world’s fair What type of marketing is exhibition?
Exhibition in British English - collection of items Exhibitions are experiential marketing channel -
placed in display attendees come together in face to face environment
Exhibition in American English - usually an exhibit or person gathering to connect
Travelling exhibitions- some exhibitions are shown in Alliance exposition - stands out among service
multiple locations. contractors in trade show
- temporary exhibits transported from
institution to institution Types of Trade Shows
Technology Industry Trade Shows - entice
Art Exhibitions - include array of artifacts from forms entrepreneurs, inventors, to travel and see
of human making what’s going on in world of electronics
Paintings, drawings, crafts, sculpture, The Consumer Electronics Show (CES) - is the
performances, and interactive art. largest retail electronics trade show in the United
Fine art exhibitions - highlight workds of art with States.
generous space and lighting Manufacturing Industry Trade Shows -
1960 Picasso show at Tate in London- first art somewhat related to technology industry. Show
exhibition attendees recent development in roofing and
Interpretive Exhibitions - exhibitions that require construction
more context to explain the items Healthcare Industry Trade Shows - healthcare is
The topics on interpretive are: archaeology, one of fastest-growing professional industries in
anthropology, history, science, technology world
Commercial exhibitions - generally called trade fairs,
trade shows or expos
Restaurant and Food industry trade shows - The online exhibition - new display models
trade exhibitions showcasing restaurants and placed in online dimension. Galleries takes place
food through tours and virtual experiences.
Arts and Crafts Industry Trade Shows - artists The anthological exhibition - Mono graphic
and crafts makers always looking to catch exhibitions are those reserved for selection of
attention of art gallery significant works
Different types of Trade shoes booths The retrospective exhibition - illustrates all
Inline Booth phases of an artists artistic research
Peninsula Booth
Perimeter Booth Exhibitions - event where goods and services are
Island Booth exhibited
What are the types of exhibits used at trade Tips to help you define your target market
shows? Look at your current customer base - who are
Banner Stands your current customer
Table covers and runners Check out your competition - who are your
Pop up displays competitors targeting?
Tension Fabric Displays Analyze your product/services - write list of each
Hanging graphics feature of your product or service.
Modular and Custom Modular exhibits Choose specific demographic to target - who is
Outdoor Displays most likely to buy it. Think about the ff factors:
Age, Location, Gender, Occupation, Income
Alliance’s Trade Show Services - people who level
interested in exhibitions can find host Consider the psychographics of your target -
Art exhibition - represents important moment of an psychographics are more personal
artist and his works characteristics of person, including: Personality,
The art exhibitions diversify according to: Attitudes, Values, Behavior, Lifestyles
The typology Evaluate your decision - are there enough
The purpose people who fit my criteria?
The duration
The set up
The location
The promotion
The different types of art exhibitions
The solo exhibition - encompasses search for a
single artist within private or public space
The collective exhibition - dedicated to the
exhibition of multiple artists
The temporary exhibition - one that has short
duration from weeks to cover months
The itinerant exhibition - traveling exhibitions
include set-ups. Often focused on specific theme
or topic