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  • MARKETING STRATEGIES AND TACTICS …...EXHIBI TION PLANNING VENUE FA CILI TY CONSIDER AT IONS EXHIBI TION MARKETIN G EXHIBI TION SALES AND OPERATIONS CONTRACTED SERVICES CONSIDERATION
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EXHIBITION PLANNING VENUE FACILITY CONSIDERATIONS EXHIBITION MARKETING EXHIBITION SALES AND OPERATIONS CONTRACTED SERVICES CONSIDERATIONS CONSIDERATIONS BUDGET MANAGEMENT FINANCIAL MANAGEMENT STRATEGIES EDUCATION ON THE EXHIBITION FLOOR FACILITIES FACILITIES FACILITIES GENERAL MARKETING PRACTICES MARKETING STRATEGIES AND TACTICS SPONSORSHIP AND PROMOTIONAL OPPORTUNITES BOOTH STAND SALES HOUSING AND REGISTRATION ONSITE OPERATIONS O FFICIAL AND SPECIALTY SERVICE CONTRACTORS EXHIBITION TECHNOLOGY AUDIOVISUAL SYSTEMS ON THE EXHIBITION FLOOR FOOD AND BEVERAGE SHIPPING EXHIBITION MATERIALS TRANSPORTATION HOTEL AND VENUE CONTRACTS CRISIS MANAGEMENT BUDGETMANAGEMENT BUDGET MANAGEMENT MARKETING STRATEGIES AND TACTICS STRATEGIES AND TACTICS EXHIBITION PLANNING EXHIBITION SALES OPERATIONS HOUSING AND REGISTRATION FACILITIES CONSIDERATIONS FOOD AND BEVERAGE EXHIBITION SALES AND OPERATIONS FINANCIAL MANAGEMENT STRATEGIES TRANSPORTATION EDUC ATION ON THE EXHIBITION FLOOR EXHIBITION SALES AND OPERATIONS EXHIBITION SALES AND OPERATIONS HOUSING AND REGISTRATION FACILITIES FACILITIES STRATEGIES SHIPPING EXHIBITION MATERIALS VENUE FACILITY CONSIDERATIONS EXHIBITION PLANNING VENUE FACILITY CONSIDERATIONS EXHIBITION PLANNING CRISIS MANAGEMENT HOUSING AND REGISTRATION VENUE FACILITY CONSIDERATIONS VENUES ONSITE OPERATIONS ONSITE OPERATIONS VENUES VENUES FACILITIES EXHIBITIONS EXHIBITIONS EXHIBITIONS EXHIBITIONS FOOD AND BEVERAGE FOOD AND BEVERAGE MANAGEMENT MANAGEMENT MANAGEMENT MANAGEMENT SHIPPING EXHIBITION MATERIALS TRANSPORTATION TRANSPORTATION TRANSPORTATION TRANSPORTATION ONSITE OPERATIONS ONSITE OPERATIONS FOOD AND BEVERAGE FACILITIES SHOW FLOOR SHOW FLOOR PLANNING PLANNING PLANNING AUDIOVISUAL SYSTEMS AUDIOVISUAL SYSTEMS AUDIOVISUAL SYSTEMS SHOW FLOOR FLOOR SHOW STRATEGIES STRATEGIES STRATEGIES STRATEGIES STRATEGIES STRATEGIES STRATEGIES AND TACTICS Lead Editors Janet Sperstad, CMP Amanda Cecil, PhD, CMP International Association of Exhibitions and Events TM EX H H I I B B I I T T I I ON PLANNING VEN U E FA C ILITY CO N S IDERATI O N S E XHIBITI O N MAR KE T T IN G EXHIBITI O N S ALE S AND O PERATI O N S C C ONTRACT T E E D SERVICES BUD G E E T T MA N N A A G G E E M M E E N N T T FINAN C IAL MA NA G EME NT S T RATE G IE S ED UC ATI O N O N T T HE E XHIBITI O N FLOO R T IN G PR A A C TI C E S MARKETING STR NAL OPPORTUNITES B OOT H H S TA ND S ALE S HOUSING AND REGISTR ATI O O N O N S S I I TE O PERATI O N S R VI C E CO NTRA C T O R S EXHIBITION H E EXHIBI T T I O N FL O O R S HIPPIN G EXHIBITI O N MATERIA L L S S TRAN S P O RTAT I O N N C RISIS MANAGEMENT G EMENT MARKETING STRATEGIES AND TACTICS STRATEGIES AND TACTI CS EXHIBIT I O O N N P P L L A A N N N N I I N N G EXHIBITI O N S ALE S O PERAT T I I O NS HOU S S ING AND REG ISTRAT IO N FA C I L L ITI E S F OO D AND BEV ERA G E E EXHIBITI O N S ALE S AND O PERATI O N S I BITI O N FL O O O O R R EXHIBITI O N N S S A A L L E E S S A A N N D D O O PERAT T I I O O N N S S H H OUS IN G AND RE G I S TRATI O N S T RATE G IE S S EXHIBITI ON PLANNI N NG G ONS IDERATI ONS C RISIS MANAGEMENT VENUE FACILITY CONSIDERATIONS ATI O N S ONSITE OPERATIO N EXH IBIT I O N S BITIONS TRAN S P O RTATI ON TRAN S P O RTATI O N TRAN S P O RTATI ON PLANNIN G A U DI OVI S UAL S Y S TEMS A UDI OVI S UAL S Y S TEMS S S H O W FL OO R S TRATE G IE S S TRATE G IE S S S S S T T R R AT E G IE S S TRATE G IE S S TRATE G IE S AND TA CTI CS Le Ed B I BI Internati onal Association of Exhibi ti ons and Event s TM ART SHOW OF THE THE Editors Cathy Breden, CMP, CAE Marsha L. Flanagan, M.Ed. 5 TH EDITION AN INTRODUCTION TO THE STUDY OF EXHIBITION MANAGEMENT ® The Art of the Show An Introduction to Exhibition Management, Fifth Edition. Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.

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Page 1: MARKETING STRATEGIES AND TACTICS …...EXHIBI TION PLANNING VENUE FA CILI TY CONSIDER AT IONS EXHIBI TION MARKETIN G EXHIBI TION SALES AND OPERATIONS CONTRACTED SERVICES CONSIDERATION

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STRATEGIES AND TACTICS

Lead EditorsJanet Sperstad, CMPAmanda Cecil, PhD, CMP

InternationalAssociation ofExhibitions and EventsTMEXHHIIBBIITTIION PLANNING

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Le EdBI

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InternationalAssociation ofExhibitions and EventsTM

ARTSHOWOF THE

THE

EditorsCathy Breden, CMP, CAEMarsha L. Flanagan, M.Ed.

5TH EDITION

AN INTRODUCTION TO THE STUDY OF EXHIBITION MANAGEMENT

®

The Art of the Show An Introduction to Exhibition Management, Fifth Edition. Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.

Page 2: MARKETING STRATEGIES AND TACTICS …...EXHIBI TION PLANNING VENUE FA CILI TY CONSIDER AT IONS EXHIBI TION MARKETIN G EXHIBI TION SALES AND OPERATIONS CONTRACTED SERVICES CONSIDERATION

i

TABLE OF CONTENTS

FOREWORD ...............................................................................................................................................................iii

PREFACE ....................................................................................................................................................................iv

ACKNOWLEDGEMENTS .............................................................................................................................................vii

ABOUT THE EDITORS .................................................................................................................................................ix

LIST OF FIGURES ......................................................................................................................................................xii

LIST OF TABLES ....................................................................................................................................................... xvi

SECTION 1: INTRODUCTION .................................................................................................................................... 19

CHAPTER 1 – Industry History & Overview ........................................................................................................ 21

CHAPTER 2 – Exhibitions Defined ...................................................................................................................... 47

CHAPTER 3 – Careers in the Exhibitions and Events Industry ............................................................................. 57

SECTION 2: EXHIBITION PLANNING ........................................................................................................................ 65

CHAPTER 4 – Strategic Enterprise Management: Process and Outcomes .......................................................... 67

CHAPTER 5 – Project Management: Managing Successful Exhibitions ............................................................... 81

CHAPTER 6 – Budget Management ................................................................................................................... 95

CHAPTER 7 – Financial Management Strategies .............................................................................................. 117

CHAPTER 8 – Learning Experiences on the Exhibition Floor ............................................................................. 129

CHAPTER 9 – Sustainability ............................................................................................................................. 139

CHAPTER 10 – Evaluation ............................................................................................................................... 145

SECTION 3: VENUE/FACILITY CONSIDERATIONS .................................................................................................. 157

CHAPTER 11 – Request for Proposal ............................................................................................................... 159

CHAPTER 12 – Destination Marketing Organizations ....................................................................................... 175

CHAPTER 13 – Facilities .................................................................................................................................. 191

CHAPTER 14 – Site Selection .......................................................................................................................... 203

CHAPTER 15 – Developing Floor Plans ............................................................................................................ 223

SECTION 4: EXHIBITION MARKETING ................................................................................................................... 239

CHAPTER 16 – General Marketing Practices .................................................................................................... 241

CHAPTER 17 – Marketing Strategies and Tactics ............................................................................................. 259

CHAPTER 18 – Sponsorship and Promotional Opportunities ............................................................................. 273

CHAPTER 19 – Booth/Stand Sales ................................................................................................................... 283

The Art of the Show An Introduction to Exhibition Management, Fifth Edition Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.

Page 3: MARKETING STRATEGIES AND TACTICS …...EXHIBI TION PLANNING VENUE FA CILI TY CONSIDER AT IONS EXHIBI TION MARKETIN G EXHIBI TION SALES AND OPERATIONS CONTRACTED SERVICES CONSIDERATION

ii

SECTION 5: EXHIBITION OPERATIONS .................................................................................................................. 297

CHAPTER 20 – Housing and Registration ......................................................................................................... 299

CHAPTER 21 – On-site Operations .................................................................................................................. 313

CHAPTER 22 – Official and Specialty Service Contractors ................................................................................ 325

CHAPTER 23 – Exhibition Technology .............................................................................................................. 345

CHAPTER 24 – Audiovisual Systems on the Exhibition Floor............................................................................. 361

CHAPTER 25 – Food and Beverage .................................................................................................................. 371

CHAPTER 26 – Shipping Exhibition Materials ................................................................................................... 383

CHAPTER 27 – Transportation ......................................................................................................................... 399

SECTION 6: LEGAL, RISK, SAFETY AND CRISIS MANAGEMENT ........................................................................... 413

CHAPTER 28 – Basics of Hotel and Venue Contracts ........................................................................................ 415

CHAPTER 29 – Exhibition Insurance ................................................................................................................ 439

CHAPTER 30 – Exhibition Security, Risk and Crisis Management ..................................................................... 453

CHAPTER 31 – Business Ethics ....................................................................................................................... 471

GLOSSARY ............................................................................................................................................................. 479

WORKS CITED ........................................................................................................................................................ 519

INDEX .................................................................................................................................................................... 527

TABLE OF CONTENTS

The Art of the Show An Introduction to Exhibition Management, Fifth Edition Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.


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