Interex Lebanon, preparing an Exhibition

Preparing an Exhibition

Participation in international trade events is an excellent tool of business prospection. Before taking any steps in this direction, companies are advised to participate first in these events as visitors. Thus, the visit allows the company to select an appropriate exhibition stand, prepare the strategic places and to have a general idea before participating in it as an exhibitor. Further, one must remember that if an exhibition stand is providing an adequate space for finding new clients, it is not proper over there to look for business partners (agents, importers, distributors) . This will require a very systematic research within the framework of a mission of prospection.

Visit of an Exhibition

Visit to an exhibition stand is the first phase of preparation for the exhibition. The companies often visit the international events within the framework of their market study in which they update their knowledge and secure documentation. The aim of the visit consists in informing oneself about the trends, new technologies, novelties in terms of new products and establishing first contacts. The visit to an exhibition stand allows especially to get an idea of different events and to select the one which would be likely to be suitable for the company's products. The visit to an exhibition stand requires quite a serious preparation and this is an investment from which one must derive maximum returns. It is impossible to visit all the stands. Hence, it is advised that one should consult the catalogues of exhibits and prepare the stands in the most attractive manner.

Participation in an Exhibition

Participation of a company in a business event is a good means of developing a strategy of communication on an international scale. It is an opportunity for the company to put to advantage all the aces in order to attract maximum prospects that are possible on any stand. Preparation of an exhibition stand must not be neglected. Although the cost is high, the spin-off is quite big (see table).

Preparation

Before taking any steps, the company must prepare a plan in order to manage the allotted time in the best possible manner. One must know that the preparation is a decisive phase because it is during this phase that success is demonstrated or failure is brought to light.

PLANNING
Timing	Tasks to be accomplished	Observation
- 12 months	Location of the stand	The earlier the stand is reserved, the more the company will benefit by obtaining strategic location
- 11 months	Section of products to be executed	The products are to be selected according to the targeted public
- 10 months	Study of decoration of the stand Hotel reservation	The decoration must be rigirously studied for it has effect on the through passagae of the visitors Hotel has to be reserved in advance since during exebition period the hotels are often fully booked.
- 9 months	Design of the stand Preparation of equipment to be exhibited	The period of designing varies according to the type of the stand. A personalised stand requires a longer period than what is required for the stand delivered by the organiser. One must think of flood lighting of the products exhibited and it should be adapted to the mode of transport
- 8 months	Reservation of water and power connections (telephone fax etc)
- 7 months	Finalising the policy of business promotion	The activity in the stands accentuates the impact of participation. Some stands stand out from other stands , thanks to this criterion.
- 6 months	Selection of men and hostesses	Selection of professionals
- 5 months	Training of the personnel	Welcome must be impeccable and that is why a pre-exhibition training is often useful.
- 4 months	Verification of equipment Reservation for transport of equipment Preparation of documentation of the company (printed folder, catalogue ect) Reservation for publicity in the catalogue of exhibits.	For transport of goods, it is advised that one should call in the services of a forwarding agent having experience in the matter of exhibitions.
- 3 months	Reservation of air tickets Verification of pass ports. Preparation of invitation cards	Invititions are the best means of ensuring that the visitors arrive and show fidelity
- 2 months	Application for visas ( if necessary ) To undergo the necessary vaccinations
- 1 month	Application for ATA card Posting of invitations
The last days	Despatch of products Departure of personnel Maintenance of the stand Verification of the stand Verification of products Check on safety and security	The period of shipping of products can be longer in the case of distant destinations and the management of the stand depends on the opening of the exhibition stand to the exhibitors.

Organisation of an exhibiton stand is a costly operation, but it should be considered as an investment.

The expenses to be incurred are as follows :

Expenditure on exhibition	Hiring of the stand Registration in the catalogue of exhibitors Registration fees and badges
Expenditure on arrangement	Partitions, furniture, decorations Lighting and water supply connection Assembly and dismounting Telephone, fax, etc. Expenses incurred for cleaning the stand
Expenditure on communication	Free invitations Mailing expenses Brochures and printed folders Samples and promotional equipment Receptions
Expenses relating to the products	Packing Transport Insurance
Expenditure on personnel	Transport Lodging Boarding Interpretors

Follow-up Action

Once the exhibition is over, it is necessary to draw up a balance sheet of participation in the exhibition stand. The follow-up action relating to the exhibition stand is of strategic importance. It consists of sending within the following week some documents to the visitors and thanking them for their visit to the stand. A good follow-up action finally allows start of negotiations with new clients.

Interex Lebanon Services

Interex Services proposes to you to identify trade shows which may be of interest to you in the countries of your choice.