What are Trade Shows?

Exhibition (Trade Fair) is a kind of propaganda activity to showcase products and technologies, expand channels, promote sales, and spread brands. In practice, the name of the exhibition is quite complicated. In countries where English is the native language, there are general exhibition, industrial exhibition, agricultural exhibition, consumer exhibition, international exhibition, regional, exhibition, local exhibition, private exhibition, major exhibition, minor exhibition, solo exhibition, peripatetic exhibition, exposition, show , trade show, moveable show, road show, boat show, plane show, catalogue show and so on.

Show

Many names

In Chinese, the names of exhibitions are expositions, exhibitions, exhibitions, trade fairs, expo trade fairs, sample ordering fairs, exhibition exchanges, trade fairs, trade fairs, exhibitions, exhibition reviews, sample displays, temple fairs, Bazaar, market, market, etc. In addition, some exhibitions use non-professional terms. For example: Day (Australian National Field Days), Week (Berlin International Green Week), Market (Atlanta International Carpet and Rug Market), Center (Hannover Office, Information, Telecommunications World Center World Center for Office-Information-Telecommunication), plus these non-professional names, the exhibition name will be more.

Although there are many exhibition names, their basic words are limited, such as fair, exhibition, exposition in English, fairs, temple fairs, exhibitions, and fairs in Chinese. Other names are derived from these basic words. For example, in the Internet era, online exhibitions and online exhibition halls have also emerged. The following explains the meaning of the basic words of the exhibition.

market

A market where transactions are concentrated regularly or temporarily at a fixed location. A bazaar is a market formed naturally by farmers (including fishermen, herders, etc.) and other small producers in exchange for products. Bazaars have various names, such as markets, markets, and markets. In ancient China, it was often called the grass market. In northern China, it is generally called a set. In Guangdong, Guangdong, Fujian and other places called the market. In Sichuan, Guizhou and other places, it is called field, and in Jiangxi, it is called . There are also other local titles, generally referred to collectively as markets. Bazaars can be considered the traditional form of exhibitions. In China, the bazaar was recorded in the Zhou Dynasty. In rural China. Bazaars are still widespread. Bazaars are one of the main ways of rural commodity exchange and play an important role in rural economic life. The main commodities bought and sold at the fair are agricultural and sideline products, souvenirs, and daily necessities.

temple fair

Places for buying and selling in or near temples or sacrifice sites, so called temple fairs. It is often held on a festival day or at a specified time. The temple fair is also a traditional form of exhibition. Because villages are unlikely to have larger temples, temple fairs mainly appear in towns. In China, temple fairs were very popular in the Tang Dynasty. The content of the temple fair is richer than that of the bazaar. In addition to the exchange of goods, there are also religious, cultural and entertainment activities. Temple fairs are also called temple fairs and incense fairs. In a broad sense, temple fairs also include lantern fairs, lantern fairs, and flower fairs. Temple fairs are still widespread in China. They are a place for urban material exchange, culture and entertainment, and a way to promote local tourism and economic development. exhibition. Literally, an exhibition is a party for display and viewing. The word only expresses the form, but not the content. The exhibition is a higher-level exhibition form developed in the form of a market or temple fair. In terms of content, the exhibition is no longer confined to the trade of fairs or the trade and entertainment of temple fairs, but has expanded to various fields of human activities such as science and technology, culture and art. In form, the exhibition has the characteristics of a regular exhibition venue and modern management organization. In the modern exhibition industry, an exhibition is the most widely used and most widely used exhibition name. In a broad sense, it can include all forms of exhibitions. In a narrow sense, the right of the exhibition refers to trade and propaganda exhibitions. Including trade fairs, trade fairs, trade fairs, sample ordering fairs, achievement exhibitions, etc. The content of the exhibition is generally limited to one or several adjacent industries, and the main purpose is to promote, import, export, and wholesale.

Expo

An expo in Chinese refers to a large-scale, extensive content exhibition with many exhibitors and visitors. It is generally believed that the expo is a high-end exhibition that can influence and promote the development of society, culture and economy. But in real life, the "exposition" is abused. From time to time, you can see "So-and-so Expo" organized by shops in the street. Exhibitions and fairs are relatively new nouns in Chinese, and they are not recorded in Ciyuan and some ancient Chinese dictionaries.

The meaning of the basic words of the exhibition is not the same as that of Chinese. Let's make some simple explanations below.

The first sample show

The first sample exhibition in the world was the Leipzig Sample Exhibition held in Leipzig, Germany in 1895. As society evolves and technology advances,

1. Convention on International Exhibitions, signed in Paris on November 22, 1928, and ratified by the Protocols of May 10, 1948, November 16, 1966, November 30, 1972, and June 24, 1982 And the "Amendment" on May 31, 1988.

2. Interim Measures for the Management of Convention and Exhibition Activities by the China Business Federation

3. Measures for the Administration of Trade Fairs of the State Administration for Industry and Commerce

4. "Administrative Measures for Holding Exhibitions" of the Ministry of Commerce

5. Ministry of Commerce

   (1) Regulations on exhibition stands. Height restrictions: The exhibition has restrictions on exhibition shelves and exhibits, especially stricter restrictions on double-storey booths, stairs, and the structure extending outward from the top of the booth. The height limit is often not prohibited. It is possible to obtain permission to super-high-build booths and display exhibits. Restrictions on opening: Many exhibitions prohibit completely closed booths. If the booths are closed, the exhibition will lose its display function and visitors will complain. However, exhibitors need to close offices, negotiation rooms, warehouses, etc. Therefore, coordination methods are generally It is stipulated that a certain percentage of the area is open to the outside. This ratio is generally 70%, allowing the area below 30% to be closed.

   (2) Regulations on exhibition appliances. Restrictions on materials for display racks: In many countries, the exhibition requires that fire-resistant materials must be used, plastics are restricted, and hazardous chemicals are restricted. Electrical appliance regulations: Most countries' exhibitions have strict regulations on electrical appliances. The technical indicators of electrical appliances used must meet local regulations and requirements.

   (3) Regulations on the flow of people. Aisle restrictions: mainly the regulations and restrictions on the aisle width. To ensure the smooth flow of people, the exhibition stipulates the aisle width. It is prohibited for exhibitors' stands, props and works to occupy the aisle. Requirements, such as the TV must not face the aisle, the counter must be a certain distance from the aisle, etc.

   (4) Regulations related to fire protection. Regulations on fire protection environment: For large-area booths, emergency passages or exits must be set up according to the area of the exhibition hall and the expected number of visitors and signs must be provided. Rules for fire fighting equipment: Fire fighting equipment must be provided. Personnel regulations: Some exhibitions require booths to designate fire managers, and all booth personnel need to know the fire regulations and emergency exits.

   (5) Regulations and restrictions on exhibits. Mainly for the exception of exhibits including ultra-high, overweight exhibits. It can usually be resolved by taking appropriate measures. For example, the height limit can be discussed with the exhibition hall as long as the height of the exhibition hall is sufficient; overweight exhibits can use floor support to spread the unit load. A more common and difficult problem is the size of the discharge gate of the exhibition hall, which is a natural limitation. Very tall and heavy exhibits generally need to enter the hall before the exhibits of other exhibitors. If you have any difficult problems, you should discuss with the exhibition organizer or the venue owner as soon as possible. Such exhibits are often of promotional value to the exhibition, so organizers will be willing to actively assist. Some exhibitions consider safety and restrict the operation of the machine. For weapons, there are generally special regulations, and the procedures are cumbersome.

   (6) Environmental regulations. Volume limit: The background music is arranged by the exhibition organizer. The volume of the audiovisual equipment of the exhibitor must be controlled within a range that does not affect the surrounding exhibitors. Color restrictions: If exhibition organizers want to achieve a coordinated effect, they often ask for colors. Exhibitors are required to use some basic or title hue. The exhibition may also propose headline fonts and sizes, and most of these regulations are relatively loose. As long as the exhibitor complies with the regulations and does not disturb the surrounding booths (for example, the noise is too loud), the exhibitors can generally design the booth shape, display the exhibits, and use colors.

   (7) Labor regulations. Many countries (especially developed countries) have stipulated that the workers in the exhibition hall must be union registered workers. Exhibitors are not allowed to do it themselves. For example, in New York, USA, if an exhibitor picks up a hammer and wants to nail it, local workers will take it and stop you. Americans depriving you of your "labor rights" may sound ridiculous, but they are facts and must be observed.

   (8) Regulations on procedures. Most exhibitions require exhibitors to submit designs for review and require exhibitors to go through formalities before construction.

   After an enterprise chooses to participate in a certain exhibition, it must contact the organizer of the exhibition and fill in the relevant information about the exhibition. The newsletter information generally includes the following information, including exhibition introduction materials, application forms for participation, participation fees, related services, exhibition hall maps, exhibitor manuals, etc. Fill out the exhibit form, return it to the organizer, and wait for approval. At the same time, at this time, the company also needs to verify the authenticity of the information of the organizer of the exhibition, so as not to be deceived in the event of "deception".
   Exhibition planning

   After passing the review, the company can begin to prepare for the exhibition. Exhibitors should do a good job of market research, collect all kinds of data, and sort the data. Use these materials to develop a comprehensive exhibition planning plan, such as: selection of exhibits, cost estimates and training of exhibitors. The budget for participation costs must be fully considered. Participation costs generally include: booth rental, booth design and construction, transportation costs, room and board costs for exhibitors, equipment rental costs, publicity costs, information costs, conference room rental costs, etc. If the budget is sufficient, a part of the funds can be set aside as emergency funds to deal with unplanned expenses.

   Booth design Exhibitors should determine the location of the booth with the exhibition organizer in advance, and it is recommended to choose the booth that suits them as soon as possible according to the selection of the booth. Standard booths are usually 9 square meters (3m × 3m) in size and provide some basic facilities necessary for display. Includes: three exhibition walls, two spotlights, one exhibition table, two chairs, and a three power socket. For those special locations, booth construction and layout are different. Exhibitors should design according to the type of their booth ("island type", "double opening", "roadside type", "peninsula type"). If exhibitors are not good at booth design and booth construction, they can cooperate with some professional exhibition companies, and they can create their own unique booths for exhibitors according to the type of booth.
   Early publicity

   Use the Internet and the media to publish some promotional advertisements to expand the influence of the company. The hardware conditions of the exhibition are ready, and the exhibitors will start training the exhibitors. Implement the strategy of the whole exhibition, train the professional skills of exhibitors, master the information of the exhibits, demonstration and service.
   During the exhibition

   Exhibitors should use various means to distribute product promotional materials, product live demonstrations and free small gifts to attract the attention of visitors and expand the visibility of the company. If the exhibition equipment provided by the exhibition organizer is not enough, exhibitors can contact some exhibition companies to lease some exhibition equipment or provide other services. During the exhibition, exhibitors should pay attention to possible safety issues and protect the personal safety and property of exhibitors.
   Exhibition follow-up

   After the exhibition is closed, the company should contact or visit the customers accumulated in the exhibition and potential customers to promote the company. The total of this exhibition is analyzed to analyze the benefits and shortcomings in the exhibition.

   Unexpected sudden events may occur at the conference or exhibition site, this is the moment that can test the organizer's quality. Prior to the event, the organizer should be able to list possible emergencies and deal with them in accordance with pre-established measures to prevent surprises.

   Every participant should know how to deal with a fire. Smoke and panic often cause more casualties than the fire itself. It is the responsibility of the exhibition organizer to inform guests of the escape procedures and emergency exits, and to provide participants with sufficient information on fire prevention. Many organizers printed fire prevention manuals and put them in the information bag and provided them to the participants.

   When conducting site inspections, it is important to check the provision and integrity of safety facilities, such as whether there is an automatic fire extinguishing system, whether the fire extinguishing equipment is intact and effective, and whether safety exits are unblocked. These inspections are not superfluous. Organizers should never be lucky, and it is better to prevent problems before they happen.

   1. Low-cost contact with cooperative customers and qualified customers. Participation in exhibitions is the most effective way. According to a study by the exhibition survey company, each visitor at a trade fair was contacted with an average cost of $ 177, compared to the average cost of contacting a customer through a sales call at $ 295.

   2. Less workload and high quality After contacting qualified customers at the fair, the subsequent workload is less. According to the survey of the exhibition survey company, after contacting a qualified customer at the exhibition, it only takes 0.8 calls to the other party to make a sale. In contrast, the typical typical business sales method requires 3.7 phones to complete. According to another study by the McGraw-Hill Survey Fund, 54% of all orders placed by customers for exhibitors due to visits to trade shows do not require individual follow-up visits.

   Among the various exhibition business gifts , what kind of products are suitable for exhibition gifts ? As an author who has worked in the gift industry for many years, I will conduct a more professional analysis of gift procurement.
   Many business operators are not very concerned about the gifts distributed at the exhibition, because they do not know much about the role of business gifts, but simply think that if gifts are given to visitors during the exhibition, they can help companies attract more With the popularity of people, there is also the opportunity for business cooperation, but as a business gift, its more important significance is that when you integrate your corporate culture and concept into the gift design , it will No longer a mere gift, but a physical promotional item. If the designer of the exhibition gift attaches some practicalities to the gift so that people can use it in actual life, he will use it in the usual use Gradually increasing the visibility of the company has played a role in the promotion of the company.