International fairs their role. The role of international exhibitions and fairs in market research and product promotion

INTRODUCTION

3. PREPARATION AND HOLDING OF THE EXHIBITION

3.1. THE MAIN STAGES OF THE COMPANY'S PREPARATION FOR EXHIBITIONS AND FAIRS

3.2. PURPOSE OF PARTICIPATION

3.4 EXHIBITION STAND

3.5 HOLDING THE EXHIBITION

CONCLUSION

BIBLIOGRAPHY

INTRODUCTION

Participation in international exhibitions and fairs is an effective means of communication policy in international marketing, stimulating the sale of goods and services in foreign markets, effective method in competition. International exhibitions and fairs are organized in various countries. They are especially active in such countries as Germany, England, USA, France, Italy, which account for about 2/3 of all exhibitions and fairs. At the same time, there is an increase in the number of international exhibitions and fairs, an expansion of their exhibition space, an increase in specialization, an increase in the share of machinery and equipment in the range of exhibited goods, and an increase in the amount of export-import transactions concluded.

An international exhibition is a display and demonstration of goods in front of foreign experts, consumers and the general public in order to familiarize themselves with the latest achievements in their respective industries and the results of scientific progress.

Exhibitions are an effective resource for organizing and conducting marketing research, as they provide interested organizations with extensive applied information. Each exhibition is a kind of cross-section of a very specific market situation; it provides an opportunity not only to search for relevant markets, but also to participate in entering these markets using the most effective methods. Each exhibition is an important and cost-intensive part of the marketing plan of any organization that takes part in it as an exhibitor, visitor or organizer.

Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities for demonstrating advertised products in order to establish direct contacts with direct buyers and consumers.

An exhibition or fair brings benefits not only to the exhibiting company, but also to consumers. One of the main advantages of fairs and exhibitions is the concentration of samples of a huge number of goods produced in different countries. This enables the buyer to a short time get acquainted with the offers existing on the market, get the necessary advice from specialists, make the necessary comparisons of prices and quality characteristics, negotiate and conclude a deal. At the same time, the buyer can get acquainted with the product in action, with the methods of its work, scope and effectiveness. These factors ensure the great popularity of exhibitions and fairs and attract a huge number of visitors.

IN modern concept marketing fairs and exhibitions are of particular importance. Many American firms use more than 20% of all funds allocated for marketing as expenses for preparation and participation in fairs and exhibitions. Even more significant specific gravity recent costs for European firms. It reaches 25%. This situation is due to the fact that many companies see fairs and exhibitions as an important marketing tool that allows them to successfully solve existing problems, primarily due to the need to ensure effective product and pricing policy, distribution and promotion policies.

Exhibitions play a special role in sales promotion on international markets, because:

common for all the problem of lack of time, distance and costs required for contacts with consumers and potential buyers are partially solved by participating in the exhibition,

product demonstration automatically overcomes communication barriers,

· Exhibitions and fairs are one of the few means in which personal contact between the seller and the end user is possible.

1. FORMATION AND DEVELOPMENT OF EXHIBITIONS AND FAIRS

The formation of fairs and exhibitions has a long history. Simultaneously with the formation and development of market relations, fair and exhibition activities developed. The most important period in the development of fairs and exhibitions is the first half of the 12th century. At this time, fairs were widespread in France, England, Switzerland, the Roman Empire.

The progressive development of industrial production, the improvement of means of communication, the ever wider use of the possibility of concluding trade transactions on samples instead of the previously carried out direct sales of goods placed by large enterprises in places of trade, predetermined the further development of fair and exhibition activities.

Such activity became especially active in the 19th century. During these years, world exhibitions began to be held. The first of them took place in 1851 in London. It was followed by an exhibition in Paris in 1867. In 1879, the World Exhibition was held in Philadelphia.

At the end of the XIX century. fair and exhibition activity has reached a wide development in many countries of the world, including Russia. In 1886, the All-Russian Exhibition took place in Nizhny Novgorod. At this exhibition, which lasted 120 days, 9700 exhibits were presented, which were located in 172 covered pavilions.

An exhibition is usually viewed as a short-term event, usually held periodically in the same place, in which a significant number of firms demonstrate new products, ideas or services with the help of samples to inform potential consumers about their firm and its products in order to promote sales.

It follows from the above definition of an exhibition that its main task is to demonstrate achievements in one or more areas of human activity.

Fair trade in Russia has rather ancient historical roots. In 1641, by decree of Tsar Mikhail Fedorovich, the first Russian fair was organized near the walls of the Makariev Monastery, not far from Nizhny Novgorod. Among the participants of the fair trade were rich Russian merchants, merchants from China, India, Bukhara, Tashkent, who offered furs, silk, pearls, gold, silver, linen and other rare goods for sale. After the fire of the Gostiny Dvor in 1816, the fair sales moved to the newly rebuilt stone Gostiny Dvor directly in Nizhny Novgorod, and from 1822 the Nizhny Novgorod Fair began to work. In 1896, under the chairmanship of a major Russian businessman Savva Timofeevich Morozov, the first All-Russian Trade and Industrial Exhibition was opened.

At the beginning of the 19th century, another major fair appeared in Rus' - Irbitskaya. In 1844, there was a rapid growth of the gold mining industry in Siberia, which became a powerful impetus for the activation of fair trade.

The revival of fair trade in Russia can be noted since 1991. In 1993 the All-Russian joint-stock company"Nizhny Novgorod Fair" was presented with a high award in Madrid "Arch of Europe Gold Star", which was previously awarded only to four companies on the planet: Japan, Germany, Mexico and Spain.

Fair trade in Russia as organizational form establishment of commercial relations has become quite widespread. Traditionally, fair trading has also been expressed through the organization of trade in the form of sales exhibitions or exhibitions-salons.

2. CLASSIFICATION OF EXHIBITIONS AND FAIRS

The exhibition market has firmly taken its place in the promotion of goods and services from the manufacturer to the consumer. Participation in exhibitions today is an indispensable component of the success of a company.
The number of exhibitions and the variety of their topics in last years expanded noticeably.

Exhibitions are usually classified according to territorial, sectoral and thematic features.

Classification of exhibitions on a territorial basis:

international - with the participation of representatives from different countries,

inter-regional - with the participation of representatives from different regions within one country,

· regional - with the participation of representatives from various cities, villages, collective farms of the same region.

Exhibitions can be held in different geographical locations of the world, at different times and have different durations.

International exhibitions can be world (EXPO), universal, thematic, specialized or sectoral. World EXPOs do not pursue commercial purposes and are predominantly political, scientific, economic and propaganda in nature, the vast majority of countries of the world take part in them. The organization of such exhibitions is supported by the state and diplomatic channels.

Universal exhibitions do not limit the product range of exhibited samples and cover all or most sectors of the national economy. An example of exhibitions of products and services of related industries are thematic exhibitions, for example, "New Year's Fair", "Southern Tourism Forum".

At specialized exhibitions, goods of one or related branches of production and science are exhibited. For example, "Southern Architectural and Construction Forum", "Wines and Drinks", "Spring Charm".

At modern diversified exhibitions with a detailed and thoughtful classification, the main assortment of many branches of large and small industries is presented. Industry or special interest exhibitions focus on one or more groups of producers or consumers, or on a particular service sector. From the point of view of the territorial coverage and significance of such exhibitions, they can be both international and national or regional.

Trade and industrial exhibitions, especially specialized industry exhibitions dedicated to a particular branch of the national economy, applied science and technology, have the greatest efficiency in terms of marketing and increasing sales volumes. There is an increase in the number of exhibitions of goods of the machine-technical group. Machines and equipment are effectively shown to potential buyers in action, in operating mode, which makes it possible to visually acquaint exhibition visitors with their technological properties and features. For example, these are the MOBI, YugAgroProm. YugAgroPischeMash, Medima.

The exhibitions organized during the congresses perform mainly the function of complementary and illustrative expositions. Visitors to these exhibitions are usually not so numerous, but represent a circle of highly qualified specialists.

Globalization - Global exhibitions are the most significant exhibition events of certain industries on a global scale. They generate interest and attract both exhibitors and visitors from all over the world.

Europeanization - An exhibition event of a European scale - a meeting place for exhibitors and visitors-specialists from various European countries (EU, European Free Trade Area, states - former members of the Council for Mutual Economic Assistance).

Regionalization - In connection with the unification of Europe, exhibitions, which until now were events of a national scale, acquire the significance of regional ones and make it possible to trace the development of the market of a particular European region. These regional, European-wide exhibitions will be multilingual in terms of exhibitor and visitor mix. Such exhibitions will mainly reflect the specifics of the "regional-European" markets.

Localization - In the European context, local exhibition events are a significant factor influencing the former large regional markets of a given country. Regional markets are turning into local, local markets. Participants and visitors to such exhibitions should more take into account trade traditions in this region. Local markets are formed primarily under the influence of demand from general consumers or industrial enterprises.

Wide product range Narrow product range

The classification of exhibitions as a whole is intended only to help you navigate the world of fairs and exhibitions and indicates that exhibitions are very, very heterogeneous. Each specific exhibition, which can be attributed to a greater or lesser extent to one type or another, has, in the final analysis, its own individuality and characteristic features changing over time.

The International Fair is an international economic exhibition of samples, an international market for goods and services, organized on time within a certain period of time and in the same place. The purpose of their holding is the conclusion of commercial transactions not only on a national, but also on an international scale.

The main difference between a fair and a regular market is that it prohibits the sale of takeaway goods, i.e. trade is carried out strictly according to samples, although the sample itself can be sold at the end of it.

The most famous international fairs are the Hannover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.

In the last decade, the boundary between exhibitions and fairs has practically disappeared, since now not only at fairs, but also at exhibitions, samples are traded, deals are made, marketing, commercial and promotional work is carried out, including also PR-actions.

Fairs and exhibitions - are considered international if there is a significant number of foreign participants (usually at least 10%) and professional visitors (usually at least 5%). International fairs and exhibitions showcase the main products and services offered by one or more industries.

3. PREPARATION AND HOLDING OF THE EXHIBITION 3.1. THE MAIN STAGES OF THE COMPANY'S PREPARATION FOR EXHIBITIONS AND FAIRS

The organization of the preparation and holding of international exhibitions and fairs is carried out by committees created as working bodies and independent legal entities local institutions of various countries or their associations. At the same time, the governments of the states on whose territory the exhibition is held provide them with support and assistance in creating a material base and in establishing various benefits for companies and organizations participating and exhibition cargo.

The participation of a company in the work of a particular fair or exhibition requires certain costs and in the end can provide not only a positive result, but also bring some losses, create a negative opinion about the company and its product. Therefore, it is necessary to carefully substantiate a number of management decisions participation in the exhibition. First of all, it is necessary to find reasonable solutions to the following main problems:

Determine the expediency of the company's participation in a particular fair or exhibition;

· to provide high-quality preparation for participation in the chosen fair or exhibition;

organize the work of the fair or exhibition staff at the proper level;

· sum up the results of participation in a specific event and develop appropriate marketing solutions.

To ensure high efficiency of participation in an international exhibition, the management and relevant employees of the exhibiting companies are required to carry out serious preparatory work, which can be divided into a number of stages:

1) Formulating a tree of goals for participation in an exhibition or fair and final results

2) Determining specific ways and methods to achieve the goals of participation

3) Selecting an exhibition for participation and sending an application for participation

4) Drawing up a program of preparation for the exhibition

5) Development of a thematic plan

6) Development of a thematic and exposition plan

7) Artistic design

8) Training of stand attendants and translators

9) Transportation of exhibits and exhibition materials to the exhibition venue

10) Stand decoration at the exhibition venue

At each of these stages, appropriate management decisions are made and implemented.

3.2. PURPOSE OF PARTICIPATION

First of all, it is necessary to clearly define the goals that the company sets for itself by participating in the exhibition. Typically, these goals include:

Demonstration of your products, presentation of new goods (services);

promotion of your trademark, improving the company's image;

· study of sales markets, formation of a dealer network;

direct sales of products;

Studying competitors' products and strategies.

When planning participation in the exhibition, one should not forget about all these goals. It is also necessary to collect information about exhibitions related to the activities of your company. Participating in the work of a fair or exhibition, each company wants to use specific activities to achieve its main goal - to ensure effective entrepreneurial activity in the long run. This goal and its achievement must be subordinated to the goal of a lower level, in particular the goal of marketing implementation. The latter, for example, are:

Ensuring an effective commodity policy;

Implementation of an effective pricing policy;

Ensuring an effective policy for the distribution of goods;

Implementation of an effective promotion policy.

Achievement of the formulated goals can be ensured if the goals of a lower level are achieved. As such goals, for example, in relation to ensuring an effective commodity policy, one can indicate:

Expansion of the range of offered goods;

Evaluation of new products;

Improving the quality of manufactured goods;

Repositioning of goods in the market.

As for the pricing policy, here, in order to ensure its effectiveness, the possible goals of participation in a fair or exhibition can be:

Determination of the upper limit of the price of goods;

Determination of the most acceptable level of service;

Adaptation of pricing policy methods to the approaches used to solve similar problems by competitors.

From the point of view of improving the distribution of goods, the main goals of participation in fairs and exhibitions are usually:

Search for new trade partners;

Evaluation of the effectiveness of the existing distribution system;

Creation and improvement of activities retail chains.

Finally, to ensure an effective product promotion policy, the goals of participation in fairs and exhibitions can be:

Creation of a high image of goods or services;

Activation of individual elements of the promotion policy;

Creation of a corporate image.

The above goals are specified and concretized for each specific fair or exhibition. At the same time, along with the above, other, more general goals can be formulated. In particular, these may be:

Increase in sales in the short term;

Research of competitors;

Research of goods;

Presentation of the company and its products;

Expansion of the number of clients, etc.

The compiled lists of goals are divided by the rank of significance, and a tree of goals is compiled. This provides for the possibility of changing the goals in case of changes in the relevant conditions.

The purposes of participation of firm in work of each concrete fair or exhibition can be the most various. However, all of them must be subordinated to the goals of marketing implementation, which in turn should be consistent with the long-term, medium-term and short-term goals of the company. Formulating a particular goal, the company should ensure its achievement.

The best arguments in favor or against participating in a particular exhibition can be the results of this exhibition last year and the results of other exhibitions held by the same organizers. The study of catalogs, reviews in the press, the opinion of colleagues, the type of exhibition, the number and level of participants, the number of visitors.

3.3 PREPARATION FOR PARTICIPATION IN THE EXHIBITION OR FAIR

When considering the preparation of a firm for participation in a particular fair or exhibition, one should take into account how this preparation is carried out, namely, whether the firm organizes its own preparation for participation in the work of this event or uses the services of a commercial firm with experience or communications in the field of fairs and exhibitions. activities.

The company can take part in collective expositions, when individual organizations are directly preparing for the fair or exhibition. For example, the preparation of constantly held national fairs and exhibitions is usually carried out by the chambers of industry and commerce of the respective countries and various government organizations. At the same time, various commercial firms can participate in the organization of collective expositions.

The services of commercial firms specializing in the field of fairs and exhibitions can also be used independently by exhibiting firms. In this case, they should keep in mind that the cost of services provided by such firms is at least 10% of the cost of the leased space.

So, exhibiting firms that have decided to participate in a fair or exhibition need to decide how the preparation for this event will be carried out, inform the organizing committee of the exhibition about their participation in its work by submitting an appropriate application.

Ideally, preparations for participation in a particular fair or exhibition should begin about a year before its opening. This training involves the performance of a number of works, due to the need to achieve the formulated goals and requiring some costs, as a rule, limited by the capabilities of the company.

All marked works should be arranged in a certain sequence, indicating the possible timing of their implementation, the necessary resources and responsible executors. In other words, it is advisable to build a network schedule that simulates the process of preparing for participation in each specific fair or exhibition, and on its basis calculate the start and end dates for individual works that ensure timely preparation for this event.

Along with the indication of responsible executors for individual works, it is necessary to have a manager responsible for preparing the company as a whole for participation in this fair or exhibition.

As a result of the implementation of the whole complex of works, due to the preparation for participation in this fair or exhibition, the following tasks are solved:

1. the method of participation in the fair or exhibition is determined;

2. the need for the participation of intermediaries and their role in preparing the company for a fair or exhibition is revealed;

3. the list of exhibits and the area required for their presentation is determined.

Such exhibits are set by the marketing management service, and their selection is based on the results of market segmentation, taking into account both the location of the fair or exhibition, and the composition of potential visitors to this event.

4. justify the choice of the stand and its design, which allows to demonstrate the relevant exhibits;

5. Personnel are selected and trained for their work at the exhibition. The staff must know the exhibited product well, be able to show it in action, and also explain its main functions and advantages;

6. a plan for conducting marketing research is drawn up, the implementation of which is designed to provide a solution to marketing problems;

7. Prepare the necessary materials for the exhibition catalog. As a rule, such a catalog is created by the organizations of this event a few months before its start and contains brief information about the participants of this fair or exhibition;

8. a plan is drawn up and, in accordance with it, transportation, warehousing, storage and insurance of exhibits are organized;

10. relevant information materials are created and produced;

11. all organizational issues are coordinated with the organizing committee of the fair or exhibition;

12. Invitations are printed and sent out to potential visitors to the fair or exhibition in which the company is interested.

The solution of these tasks is designed to ensure the preparation of the company to participate in a particular fair or exhibition.

Everything that was missed or left “for later” is not in better side will affect the image of the company, the payback of participation in the exhibition. It is desirable that all negotiations with the organizing committee, ordering equipment and services, control over their implementation were carried out by one authorized representative of the company. The direct costs of participation in the exhibition consist of the cost of the exhibition space (equipped or not), additional equipment and registration fee. Indirect costs include costs for: stand design; production of advertising and information materials and souvenirs; advertising in the media with an invitation to visit the booth at the exhibition; transportation costs for the transportation of exhibits; travel to the exhibition venue and back, hotel accommodation; staff meals, hospitality and business expenses.

3.4 EXHIBITION STAND

An exhibition stand is usually called an exhibitor's business card. The cost of installing and decorating a stand is expensive. And at the same time, the company should still strive to buy the best place for the stand and its original design. After all, all this determines the future profit and success of the enterprise. The exhibition stand is the face of the company. The design should be consistent in the same style and focus on the exhibits.

Each exhibitor should aim to position the booth:

2. on the central internal aisles,

3. in the corners,

4. close to "active" exhibitors and specialized premises for various events.

Conversely, you should avoid placing a stand:

1. away from exits and central aisles,

2. at the back of the hall,

3. behind large columns, stairs,

4. facing away from the place where the various events

The first question that arises before the company after making a decision to participate in the exhibition: what size stand is needed. But the most important thing is the ability to design a stand in an original way, to make it interesting for the visitor.

In addition to the size of the stand, its type also plays a significant role:

Line Stand: Has only one face and is the most common type of stand.

Corner booth: is the ideal solution especially for small and medium businesses as it is easy to design and provides easy access to two aisles.

“Peninsula: This booth is open on three sides and allows the exhibitor to easily “control” the surrounding area.

"Island": an ideal solution for large enterprises, because it gives you full control over the surrounding area.

"Through": devoid of the surface of two walls and has the advantage of two exits to the aisles, which provides a satisfactory "field of view" for the exhibitor.

"Viz-a-vis": consists of two stands located opposite each other, usually linear.

"Stand in a row": a stand located in the middle of a row and open for inspection from one or two (opposite) sides;

"Block stand": this is a stand located separately from all other stands and open for inspection from all sides;

The issue of choosing the type of stand is one of the most important issues on which the success of participation in the exhibition largely depends. When choosing a certain type of booth, it is necessary to correctly choose the location of the booth in the pavilion, calculate the required booth area.

If possible, it is necessary to inspect the exhibition hall as early as possible, before the start of the exhibition, in order to understand in which direction the flow of visitors will go.

The firm must clearly define the thematic plan of its exposure. The design of the stand should be consistent with the same style. The attractiveness of the stand is always achieved by a catchy part of the exposition, which would attract the attention of visitors to the exhibition even at the distant approaches to the stand. To do this, posters, diagrams, photographs are used in the design of the stand. But their number should not be excessive. A large amount of textual information, drawings, placed throughout the exhibition stand, ceases to be perceived and not assimilated by visitors.

At most exhibitions, it is customary to lay out part of the promotional materials in plain sight so that visitors can take them with them. A stock of such materials should be kept at the exhibition stand. Advertising for distribution to visitors may consist of flyers, booklets, brochures, catalogs, souvenirs.

Its purpose is to leave the material for the subsequent more detailed acquaintance with the visitors. This is also the most successful option for transferring the address and telephone number of the company to potential customers.

In addition to public materials, the booth usually contains promotional or informational materials for regular or reputable customers, heads of other companies visiting the booth. It is better to store such materials in the working area, along with the documents necessary for negotiating.

Ø inscriptions on the frieze of the stand (company name, trademark) in some cases and telephone number;

Ø posters to decorate the walls of the stand;

Ø screens with a running line or an image placed directly above or near the exhibition stand;

Ø monitors for showing commercials. The main purpose of this type of advertising is to attract visitors, to interest them in their activities, to make them show interest in a more detailed acquaintance with the proposed tourist products.

The most important thing for a tourism company is to catch new trends and be original, if not first. The most important role is played by the original design of exhibits, attractive advertising, good work of stand attendants, attentive attitude towards visitors. A small stand can also successfully represent a large company: it's not only about the number of exhibition meters, but also about their quality.

Finally, the exhibiting company can use the booth in the open area. This stand is mainly used for goods with large dimensions, such as trucks, trolleybuses, etc.

Depending on the type of event being held, certain aspects of the design of the stand can be brought into line with the objectives of the fair or exhibition, while taking into account the composition of exhibitors and possible segments of visitors.

When designing a stand, it is provided with appropriate equipment and the necessary equipment is installed. technical equipment. As a result, all the necessary conditions For successful work personnel employed at a fair or exhibition.

3.5 HOLDING THE EXHIBITION

Construction of the exhibition pavilion (organization of the process of entry of exhibitors, import of equipment, control over the state of stands and equipment, the state of fire safety). Organization of stage equipment, sound, decoration of the pavilion. Organization of a service bureau. Distribution of badges, folders to exhibitors (catalog, tickets, other materials).

Carrying out protocol events (opening of the exhibition, press conference, buffet).

Implementation of the business program:

Registration sheets

· Sociological research

Preparation of the hall (equipment, sound, number of seats)

Registration of participants, distribution of materials

· Record keeping

Conducting a sociological survey among business program participants

Preparation of the daily program of the day. Control over the state of stands and equipment, etc. technical questions Exhibitions. Ensuring the work of the information center (sale of catalogs, consultations of exhibitors, organizational issues). Ensuring the operation of the VIP hall, tasting rooms, etc. office space(purchasing products, hiring waiters and monitoring their activities, planning meetings, negotiations and presentations). Control over the functioning of stage equipment, sound and light in the exhibition pavilion. Implementation of the presentation program and special projects (lotteries, quizzes, show programs, concerts) on the stage. Formation of sets of souvenir products, their distribution. Public address announcements in the exhibition pavilion and on the territory of the exhibition center. Organization of the schedule of meetings of officials and partners. Implementation of sociological research on the project. Organization of video and photography. Negotiations with partners, officials, leading media.

3.6 STRUCTURE OF EVENTS OF THE BUSINESS PROGRAM OF THE EXHIBITION

A modern exhibition is a multi-level marketing tool, a place where an exhibitor can simultaneously advertise, sell products and form the image of his company. The professional component is largely formed by the business program of the exhibition, which includes a whole range of different events. For the organizing companies, the business program of the exhibition is a tool for "forced" attraction of the target audience.

official events

TO official events include: opening / closing ceremony of the exhibition, press conferences, visits of officials, official receptions / receptions, award ceremonies for winners of competitions, etc.

Professional Events

For professional events it is important that their content and method of conducting correspond to the type declared in the title. There are the following types of events:

Congress - congress, assembly. It has a complex structure of events, a vast geography of participants, a wide public outcry

Forum - mass meeting, congress. In terms of structure and preparation technologies, the forum is similar to a congress.

Conference - a large meeting, a meeting of representatives of any states, organizations, groups. It has a more scientific character, more homogeneous in structure and issues. One of the traditional types of business events at the exhibition.

Meeting - a meeting, a meeting dedicated to the discussion of any special issue. Meeting participants receive visual demonstration material, and exhibition participants receive a professional audience.

Seminar - a group lesson for special training, for advanced training. Has a practical nature, the number of participants is more limited. A common type of business event at an exhibition

Symposium - meeting, conference on a special scientific issue. Assumes a professional audience

"Round table" - discussion, discussion on a relevant topic. The principle of organization is the equality of participants.

Meeting of a professional club, association, union.

Special screenings - used to showcase complex technological processes in various industries.

Specialized salons (auctions, reviews).

Competition program

An important component of the exhibitions are competitions held by industry departments and authoritative organizations. To conduct the competition, a competition commission is formed, a regulation on the competition and conditions for participation are developed. An important component of the exhibitions is a professional application for participation in the competition (sent to the participants of the exhibition along with the application documentation). The organizers should pay special attention to the development of a procedure for selecting and evaluating exhibits and infrastructure issues (equipment of tasting rooms, protocol issues, informing the public about the results of the competition, the procedure for awarding laureates).

Educational activities

Trainings - short-term advanced training courses that are held within the framework of the exhibition

Consulting points - the work of specialists at the exhibition, providing methodological and legal assistance on specific issues industry market.

Presentation events

Days of the country / region / region (company, public organization) - are complex events, including protocol events, seminars, symposiums, conferences, business meetings, presentation program.

Festivals and competitions on the subject of the exhibition and on related topics.

Thematic excursions for specialists, university students are organized by the organizers of exhibitions upon prior request. In order for the tour to be successful, a special “presentation route” around the exhibition is developed, covering the aspect of interest. The staff of the organizing company must have a "guide" who knows the content side of the issue. Exhibitors must be warned about the arrival of guests, then they can get ready, and sightseers will receive souvenirs and gifts.

The events of the business program of the exhibition require a separate big work on their preparation and holding. Special attention when organizing them, it is necessary to pay attention to the following issues:

the correct choice of the organizer;

Creation of a "working" working body (organizing committee, working group);

development of a program that really meets the needs of the market and is interesting for specialists;

preparation of premises and equipment (communications, audiovisual means, interior design elements);

preparation of information materials for participants (program, abstracts, information materials and souvenirs of the exhibition);

Providing translation (for events with international participation);

organization of registration, service;

processing of final materials.

3.7 INFORMATION SUPPORT OF THE EXHIBITION

The distribution of prestigious advertising at the exhibition, the organization of special seminars, symposiums and conferences, specialized "days of the country", the celebration of the thousandth or ten thousandth visitor and other events greatly contribute to the creation of a favorable image in relation to the company - exhibitor and its products among visitors to the exhibition, in official and business circles, among the general public, since information about the exhibition is widely reflected in the media, and in some cases accompanied by custom articles and materials from its participants.

Press-conferences at exhibitions-fairs are organized to obtain favorable responses in the local media, as well as in the case of launching a new product on the market, on the occasion of the day of the company or country, this stand (or pavilion). At the same time, the information reported at the press conference should have, if not sensational, then at least an unexpected, interesting message. The performance of the representative of the relevant stand (pavilion) at the exhibition - fair is carefully prepared. They should not be the head of the company, but a special employee responsible for PR - work. The text of the speech at the press conference includes figures and facts that can interest the audience; oral presentation is accompanied by multimedia materials or slides, as well as video, television and film.

Preparation of a press conference at an exhibition involves determining the place and time of its holding, sending out invitation cards, compiling the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, compiling a cost estimate, preparing a press release, checking the preparedness of the hall.

At the preparatory stage of the organization of the exhibition, it is necessary to develop its advertising concept based on the results of media monitoring, taking into account various target audiences, and tasks set by the organizer. At this stage, the information support system of the exhibition is being formed. Information partners should be central and specialized newspapers and magazines, news agencies, rating radio stations, specialized TV programs, that is, media with a vast geography of distribution, large circulation, creating the greatest public outcry, attracting the attention of the general public.

Schemes of interaction between the organizers of the exhibition and the media

The exhibition organizing company cooperates with the media using various schemes

direct sale of exhibition space, purchase of advertising space

barter relations (exchange of exhibition space for advertising space)

information sponsorship

partnership in the organization of the exhibition project

The advertising campaign of the exhibition takes place in two stages. At the first stage, the emphasis is on attracting the maximum possible number of exhibitors, at the second stage - on attracting visitors (real or potential consumers various kinds given product or service). At the same time, it should be noted that advertising in specialized media works quite well to attract specialists, and daily newspapers and magazines, news agencies, and radio play the most significant role in informing ordinary visitors. The experience of working with the media allows us to speak about the expediency of working with 30-40 central and specialized publications of the Russian scale and 20-30 regional ones.

The advertising campaign includes the obligatory fax mailing of informational messages (mandatory to the information department and to a specific journalist who covers this issue) according to the company's media database. The mailing is made as information is received from the exhibition department of the company, but at least once a month at the initial stage and once every two weeks immediately before the exhibition. This is a fairly effective way to make yourself known in the news section of many media, our announcements often appear.

The technique of promoting an exhibition project includes mailing to potential exhibitors promotional and informational materials of the exhibition (first wave), invitation cards and program of events (second wave). Fax distribution is also used (this inexpensive service is provided by many companies today). To deliver materials to VIP clients, we use courier services. The successful implementation of large-scale exhibition projects (international, national, intersectoral exhibitions) largely depends on the joint efforts of interested ministries and departments, public structures. The heads of these organizations, as well as those of the subjects of the Federation (if necessary) may be members of the Organizing Committee for the preparation and holding of the exhibition. The Organizing Committee together with interested federal executive authorities, executive authorities of the subjects Russian Federation, public and other interested organizations approve the program of the exhibition. In parallel with the Organizing Committee, the preparation process is carried out by a working group approved by the decision of the Organizing Committee at its first meeting. The organizing committee decides the fundamental issues of preparing the exhibition and its events, approves the concept, the working group - operational. It is advisable to hold meetings of the Organizing Committee once a month, the working group - once every two weeks.

State support ensures the socio-political significance, level and scale of the exhibition, its events are the basis for solving a large range of tasks, a place for discussing corporate problems, and contributes to the development of state policy aimed at supporting and stimulating the industry represented at the exhibition. The participants of the opening ceremony are also members of the Organizing Committee, invited representatives of the legislative and executive authorities, heads of ministries and departments, large Russian and foreign companies, the public, exhibitors, and the media. According to the scenario of the official opening ceremony of the exhibition agreed with the Organizing Committee, officials, prominent public and political figures are given the floor to welcome the audience. On the last day of the exhibition, a solemn closing ceremony takes place, at which the participants of the exhibition are awarded diplomas based on the results of professional competitions.

Working with media representatives at the exhibition

It is necessary to organize a press center on the territory of the exhibition, where journalists can get all the information not only about the exhibition, but also about the participating companies. The press center should always have press releases, a program of events, a catalog. New service organizers: press boxes (press releases of exhibiting companies, CDs, slides), which saves time for media representatives.

3.8 SUMMARY OF THE EXHIBITION

After the completion of the fair or exhibition, the results of the company's participation in this event should be summed up. Commercial success can be analyzed by counting the number of contracts concluded for the sale or supply, and if such goals were not set at this exhibition, then by the number of visitors and their categories.

If, nevertheless, the ultimate goal is the sale of products, then the number of distributed price lists and information materials can serve as an indirect indicator. However, keep in mind that this advertisement may last for several months.

At the end of each exhibition, a note is drawn up, briefly reflecting all the problems that arose during the preparation, how they were solved and what lessons should be learned in the future. Summarizing the results of a particular exhibition, you can quickly fix all the "+" and "-", understand your weaknesses, quickly adapt to new conditions.

It is necessary to familiarize the employees of the company with the first results of participation in a fair or exhibition. In particular, it is advisable to inform about:

· the number of people who visited the fair or exhibition, and the changes that have occurred compared to previous years;

· acceptability of the location of the stand;

· validity of architectural solutions for the stand;

correct selection of exhibits;

· reasonableness of expenses for preparation and participation in a fair or an exhibition;

conducted marketing research;

contacts with visitors of the fair or exhibition;

work with the media;

· messages in the media about the participation of the company in the work of the fair or exhibition;

received orders.

This information shows how successful or unsuccessful the company's participation in the fair or exhibition was. However, in order to have a more complete picture of the effectiveness of participation in the work of this event, it is necessary to conduct comparative analysis goals of participation in the exhibition and the results achieved.

At the same time, it is necessary to analyze the degree of achievement of each of the goals and all goals. This will reveal what positive things were done during the fair or exhibition and what else needs to be done to eliminate the identified shortcomings and succeed in subsequent events.

The success of the participation of various companies in exhibitions is ensured by:

· right choice necessary fair or exhibition;

successful selection of exhibits;

organization at the proper level of preparation for participation in the selected event;

reasonable selection of personnel;

organization at the proper level of the presentation of the company and its exhibits;

Ensuring an effective communication policy in order to draw attention to the participation of the company in a fair or exhibition;

· Conducting an analysis of the results of the company's participation in the work of this fair or exhibition at the proper level and developing recommendations on this basis to ensure more efficient fair and exhibition activities.

The above factors are not fully taken into account by firms in their fair and exhibition activities, so their participation in these events is not always successful. It should be noted that the degree of influence of each of these factors on the effectiveness of the participation of the company in the work of fairs or exhibitions is different.

4.SUCCESSFUL PARTICIPATION IN THE FOREIGN EXHIBITION

Participation in foreign exhibitions is an indispensable part of any company's international marketing tools. Such exhibitions serve to achieve a wide variety of entrepreneurial goals.

Hardly any other marketing tool has the inherent ability to present a company and its products in their entirety, while at the same time providing an opportunity for personal contact with customers. Personal relationships of trust between business partners today are becoming the most important factor for decision-making, proximity to the customer as a strategic success factor - a key position in both international and domestic competition. Foreign exhibitions can also provide many necessary starting points for the implementation of entrepreneurial policy. In order to participate in international exhibitions with maximum effect, it is necessary to follow fairly obvious methods and rules.

The uniqueness of participation in a foreign exhibition as an element of the company's marketing policy is that it allows you to play your game on foreign territory. You bring your exposition, but you don't look for a client in the places of his "deployment" - your potential consumers themselves come to the exhibition and visit your stand, although it is not at all easy to persuade them to become your clients. But this is precisely the art of successful participation in the exhibition.

At the exhibition, like nowhere else, you can "run in" new idea or new products. A sample that has not yet been put into production will give you an idea of ​​its market potential based on the interest generated by it. In this case, you do not need to hire a team of specialists to predict its purchasing power.

The success of the exhibition for its participants has nothing to do with the number of visitors to the exhibition: this indicator rather characterizes the success of the organizers.

Approximately 50% of success depends on the correct preparation for the exhibition, and 25% - on the competent post-exhibition study of the opportunities that emerged during the event.

Many exhibitors complain that the return on the event does not even compensate for the cost of holding it. Practice shows that this is largely due to the underestimation of many factors and the erroneous ideas that the participants feed on the preliminary stage.

Exhibitions are not a marketing tool, but its most complex form. A well-prepared exhibitor should have all the necessary tools at their disposal: mailing lists, media marketing, trade advertising, public relations and many others. The more complete this arsenal, the higher the potential for returns.

The largest expense in the budget is usually for exhibition equipment, although the greatest return is expected from exhibition advertising and other marketing tools.

Success does not always depend on the magnitude and size of the exposure. Sometimes a visitor does not have the courage to go around the huge stand of the supergiant, but he visits two or three small stands with pleasure.

Every year there are many exhibitions all over the world, and it is very difficult to decide which one to participate in. It is simply necessary for some industries to participate in a number of exhibitions. It is very difficult to get an idea of ​​an exhibition without having visited it once, and therefore it is necessary to use every opportunity to visit various exhibitions - both in your own country and abroad.

It is desirable to know the actual scale of the exhibition, the number of participants, the type of visitors. It is necessary to compare this exhibition with others similar in subject matter and direction, which are held in your country and abroad. When deciding whether to participate in an exhibition, you need to consult with the sales department, which may have its own considerations.

When choosing an exhibition, many companies make the same mistake - the decision to participate in it is made only because there will be others. Far-sighted companies always do thorough research first before investing time and money in attending a particular trade show. They put forward a number of criteria for the success of the exhibition in the light of the overall plans of the company, which are also used in the evaluation of exhibitions already held. Times and trends are changing. The exhibition, which brought success to the company five years ago, this time may turn out to be unsuccessful and unpromising.

At this stage, the study of materials provided by the company organizing foreign exhibitions (sections of the exhibition, list of participants, proposed events, etc.) will help. The exhibition firm will be able to suggest the predicted size and profile of the expected audience, as well as answer any additional questions. Study the time of the event (it should not coincide with a holiday or a major event) and other similar positions.

The cost of exposure is usually estimated in dollars or euros per square meter. This includes the cost of booth equipment, the cost of rent, insurance, transportation and the salary of booth employees. The cost of building a stand can vary considerably, although prestigious expositions usually require better design, while purely commercial ones can be simpler or placed in showcases or on stands offered by the exhibition organizers. Typically, the contractor builds the booth to last until the end of the show, and then dismantles it and takes away everything else that can be used (this does not apply to models, photographs, slides, etc., which can be used and further). This is by far the easiest way to build stands, but it is often objected to by non-professionals. The most common idea is to create a booth that can be used repeatedly. This would make sense if all stands were the same shape and size.

Today, in the exhibition business, special exhibition elements and structures are used, produced by many companies and allowing you to quickly and reliably assemble stands of any configuration and purpose. Exhibition elements and structures (including electrical equipment, podiums, showcases, etc.) are easily disassembled and assembled, transported and reused.

There are special firms, including many exhibition centers, which own the necessary exhibition equipment, which allows them to mount stands to order according to projects developed by exhibition organizers or exhibitors.

Having made a decision, you should think about the form of exposure. Successful are, as a rule, expositions where voluminous exhibits are exhibited, which can be viewed from all sides. Photographs, diagrams, illustrations, and textual material can be used effectively to support a voluminous main exhibit, but they do not have the necessary pulling power on their own.

Today, along with well-known technical means - cartoons, sound recordings, telephones through which you can listen to explanations in several languages ​​- video equipment and virtual reality capabilities are widely used to show the real possibilities of equipment, goods and services, technologies and know-how produced or offered by the exhibitor. More and more at exhibitions, the use of the World Wide Web is beginning to take place. In addition, modern exhibition structures allow, at the request of the exhibitor, to give the stand the necessary attractiveness and “individuality”. Proper use of existing exhibition equipment makes it possible to give each stand at the exhibition special individual features and, at the same time, create a single exhibition architectural ensemble without frills.

It is necessary to order exhibition services only from a specialized or from an advertising company that has an exhibition division in its composition. Cooperation with an exhibition company gives such advantages as cost reduction with higher quality, execution of the entire range of exhibition services on time.

Therefore, when implementing the exhibition budget, it is logical to approach the selection of an exhibition company, which first of all masters its main components: the cost of renting exhibition space and building a stand. And if a company performs a full cycle service - provides exhibition space, builds a stand, book a hotel, accepts stand attendants, arranges visas, organizes presentations, does printing work and souvenirs, then this is added benefit.

Deciding whether to prepare promotional material and whether to distribute it free of charge to all visitors or only to a select few depends on the type of exhibition. Often a small prospectus is published for free distribution and a more detailed brochure for special distribution. It is recommended to prepare promotional material for each specific exhibition. All advertising material must contain the logo of the exhibition. If the exhibition is held abroad, it is very important to indicate the country of publication on printed products, and in some countries you have to pay a tax on the importation of literature, even if you can prove that it will be distributed free of charge. Language problems may also arise. Particular attention should be paid to the accuracy of translations into foreign languages.

The organizers of the exhibition, as a rule, invite representatives of the press on the opening day or the day before, and therefore it is extremely important to be ready to receive correspondents at your stand. It is also advisable to hold a separate press conference a few days before the opening, at which you can give information about your exposition. Sometimes an exposition prepared for a prestigious foreign exhibition is presented to the local press before being sent abroad.

Most exhibitions have a press center where exhibitors can distribute press releases and promotional materials. In this case, you should constantly monitor the availability of materials and, if necessary, replenish them.

The exposition should be managed by one person who has a reliable deputy. It may be the organizer of the exhibition, as he is familiar with all the details.

CONCLUSION

Every year in our country the number of exhibitions increases, therefore, their quality begins to improve. At each exhibition, the organizers try to attract visitors, which leads to a healthy competitive atmosphere. As a result, an increase general level organizing and holding such events.

Analyzing the industry of exhibition and fair activities, I came to the conclusion that, in our country, the organization and holding of exhibitions is still not at its best. high level, but is developing at a tremendous pace. Exhibition activities are developing well in those industries that occupy a leading role in the markets of the country and abroad, such as computer technology, automotive, etc.

Exhibitions are one of the main elements in the system marketing communications, because thanks to them, not only acquaintance with new goods and services takes place, but also an exchange of experience is carried out, a competent setting of prices for products, a marketing and advertising policy is carried out.

With the advent of the Internet, communication between exhibition organizers, exhibitors and potential visitors has become easy and accessible. on the sites of exhibition companies can be found detailed information about the upcoming exhibition, the number of participants, and if necessary, ask a question of interest on this topic.

The most effective way to promote a product and achieve success for an enterprise is a skillful combination of exhibition and promotional activities. Therefore, the marketing department is an important link in the enterprise, without which it is difficult to imagine the full-fledged work of the company in the 21st century.

Exhibition and fair activity is an instrument of macroeconomic and investment policy. Today, exhibitions and fairs provide market mobility, create the necessary information field, form significant financial flows, and also bring additional income to the budgets of all levels. Exhibitions are a link between domestic and international markets and help attract foreign investment for the implementation of investment projects Russian organizations.

At the present stage of economic transformations in the Russian Federation, exhibition and fair activities have become a significant segment of the market. An exhibition industry has been created in the country, which is closely connected with a number of industries, has its own infrastructure, material and technical base, and specialized personnel.

Exhibition and fair activities have a significant potential, which will increase many times in case of coordination and support from the state.

In this regard, the development of this sphere of activity in Russia can become an important element in the structural restructuring and technological modernization of the country's national economy.

BIBLIOGRAPHY

4. Vashchekin N.P., Paramonova T.N., Samarina S.M. Marketing. 2nd edition, 2003

5. Magazine "Exhibition activity" No. 3, 2000

6. Kotler F. Marketing. Management. 11th edition, 2005

7. Malikova L.V. Library book exhibitions-fairs. - M .: Art, 2002

8. Moiseeva N.K. International Marketing, Moscow, 1998

9. Nazarenko L.F. Exhibition as a marketing tool. - M., 1997

10. Nozdreva R.B. International Marketing, 2005

11. Pertsovsky N.I. International Marketing, Moscow, 2001

12. The role of exhibitions and fairs in the promotion of goods // Practical marketing. – 2001

14. Stryzhko A. "How to succeed at the exhibition", 2000

15. Sementsova T. Modern technologies exhibition marketing // Questions of Economics. – 2001

16. Internet

Meaning. Gone is the era when exhibition activities were mobilized to ensure the direct sale of goods. Today, participation in trade fairs and exhibitions has global goals and is at the service of all components of the marketing mix. The stand ceased to be short-term " outlet"and has evolved into a platform for pursuing global entrepreneurial goals and, first...

Exhibition of ritual art, funeral accessories and services "Necropolis-98" will be held in Moscow. It is the ritual agency “Earth and People” that will take part in it, as well as in all subsequent exhibitions. Participation of the insurance company "Kolymskaya" in the exhibition "Insurance" 1995 - the exhibition was held in Moscow. SK "Kolymskaya" was awarded a diploma of the exhibition. 1996 - ...

commercial work. However, every year the main differences between these concepts are increasingly blurred. Conventionally, all exhibition events can be classified as follows. International fairs and exhibitions are, as a rule, regular (annually or with other frequency) exhibition events that gather a large number of participants from many countries of the world. They can be divided into...

Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities for demonstrating advertised products in order to establish direct contacts with direct buyers and consumers.

Despite the fact that the boundaries between the concepts of a trade fair and an exhibition are often indistinguishable and in practice tend to be limited to a minimum, it would be advisable to make a semantic opposition between trade fairs and exhibitions.

Trade fair - a short-term event held periodically in the same place, in which a large number of enterprises, using samples, represent the objective scale of goods / services of one or several industries, so that the trade visitor gets a clear idea of ​​​​their entrepreneurial opportunities, then as an exhibitor, with the help of exhibited goods, it seeks to spread information about its company and its products and to conclude direct trade deals.

Trade and industrial exhibition - a short-term event, periodically held in the same place, in which a significant number of enterprises, using samples, give a representative picture of the offer of goods / services of one or several industries and seeks to inform end users about their company and its products with the final the purpose of promoting sales.

Fairs originated as an event of a market nature, the main purpose of which was sales. In contrast, exhibitions arose as a means of public demonstration of certain achievements of mankind, at first they were purely educational in nature, but as they developed, they acquired a pronounced commercial focus.

Thus, the purpose of the fair is to provide its participants - exhibitors with the opportunity to exhibit samples of their production, demonstrate new achievements and technical improvements in order to conclude trade deals. At the same time, the purpose of the exhibition is to show the scientific and technological achievements of one country or different countries in one or more branches of production, science and technology.

It should be noted that the established custom at many trade fairs/exhibitions to allow the non-commercial public to visit on specific days and hours does not in any way indicate a change in their nature.

According to the composition of participants, venue and economic significance, exhibitions and fairs are distinguished:

Regional

Interregional

National

International

Regional fairs and exhibitions have a scope of action within a radius of 100 km, represent one or more industries and are intended primarily to demonstrate the capabilities of small enterprises.

Inter-regional ones have the same structure as regional ones, but they have a larger radius of action and are usually addressed to larger enterprises.

National fairs and exhibitions, with their roots in the late 18th century and originating first in France, are a showcase for local industry. They are held within the country and abroad with the aim of demonstrating national production and stimulating its sale, and usually have an intersectoral character.

The prerequisite for holding international fairs/exhibitions, organized both domestically and abroad, is the participation of exhibitors and visitors from different countries. Firms of any country can usually participate in them without restriction.

They acquire an international or, better to say, multinational character only if at least 10-15% of foreign exhibitors participate in them.

Among the international exhibitions, one should single out the world exhibitions, the purpose of which is to show the achievements of the participating countries and major international organizations in the field of science, technology, culture. They do not pursue directly commercial purposes. At world exhibitions, as a rule, most countries of the world are represented.

According to the nature of exhibitors, all exhibitions and fairs are divided into:

Universal

Specialized

Exhibitions are universal, the topics of which affect several sectors of the economy. Specialized exhibitions are aimed at visitors who are specialists in a particular field. They demonstrate quite complex types of goods and therefore they have a marketing rather than a trade orientation.

Characteristic of the development of international exhibitions and fairs is the growth of their specialization, and this applies to exhibitions to a greater extent than to fairs. The strengthening of specialization is explained by the huge increase in the range of products produced by various branches of industry, to such an extent that it becomes difficult even to demonstrate only samples of all goods in one place on one area. Therefore, international exhibitions and fairs are increasingly organized, representing only one or a few related industries. In addition, specialized exhibitions are focused on a clearly defined group of specialists, the target audience is singled out here and, of course, this is beneficial for exhibiting companies. Characteristic is a significant increase in the share of machinery and equipment among the exhibits, which is associated with the growth of trade in these goods and their specifics. Equipment, devices and machines are best shown in action, as this helps to reveal their performance, technological properties and design features. This is widely practiced at exhibitions and therefore attracts a wide range of consumers. The largest number of specialized fairs falls on industries that produce consumer goods, including clothing, footwear, fabrics.

According to the timing and method of holding the exhibition and fair can be divided into the following types:

• - short-term exhibitions (solo-exhibitions) They are held for no more than three weeks. They can be either general, i.e. represent the achievements of their country in all branches of production, or be specialized.
• - Traveling exhibitions

They are organized in order to expand the circle of visitors using various means of transport. The organization of floating exhibitions is becoming more widespread, in particular, by Japan, Sweden, and England. Such exhibitions are held on board a large vessel that visits the port cities of several countries and displays and sells the exhibited goods. Mobile exhibitions of samples of goods in motor vans and aircraft cabins began to be used quite widely.

Permanent exhibitions

These exhibitions are organized most often at diplomatic consulates and other representations of their country abroad with the aim of demonstrating to potential foreign buyers samples of export products for making deals on samples.

• - A large role began to be played by permanent shopping centers created by developed countries abroad. They carry out a wide range of activities in organizing specialized exhibitions in their countries of location. They provide exhibiting companies with exhibition space free of charge, design and decorate exhibitions and individual stands, assemble and dismantle exhibits at their own expense, pay for the work of local design and other companies, and provide exhibitors with information about the situation on the market.
• - A new type of exhibitions are the so-called. trading weeks. They are usually organized in department stores in large cities to display and sell consumer goods.

According to the frequency of the exhibition and fair, there can be:

• 1. Periodic (every 2.3 years, etc.)
• 2. Annual
• 3. Seasonal

The frequency of the fair/exhibition depends mainly on the type of product offered and the competitive conditions. So, for example, fashion shows are organized 2-4 times a year, while demonstrations of investment goods, new technology, etc. can be carried out at intervals of two or even five years. In addition, fairs and exhibitions can be classified according to the direction of work:

• 1. Fairs / exhibitions for the implementation of sales / orders
• 2. Information / fact-finding
• 3. Conducted for the development of communications/contacts Kritsotakis Ya.G. Trade fairs and exhibitions. Technique of participation and communication - Moscow. 1997.

Exhibitions and fairs are of great importance as a meeting place for representatives of business circles from different countries to maintain direct ties and establish new personal contacts. Since at exhibitions and fairs, first of all, the best samples of goods that meet the requirements of modern world standards are exhibited, their visits by engineering and technical and scientific workers, designers, the study of the exhibited novelties contributes to the further development of technical progress and the emergence of new goods in world trade. In this sense, exhibitions and fairs, being a center for the exchange of economic, scientific and technical information, are of great informational importance.

Exhibition and fair business is dynamic. In this sense, the Internet is the most convenient way for potential exhibitors and visitors to exchange information. On the site of the exhibition company, you can place such useful information as the schedule of exhibitions, coordinates and names responsible persons for each exhibition or fair, exposition plans; conditions of participation, lists of participants with whom negotiations are underway and with whom documents have been signed; programs of seminars, conferences, press conferences for each exhibition.

However, at the same time, in modern discussions about the future of a fair or exhibition, perspectives are sometimes drawn that one cannot always agree with. For example, "physical presence as a visitor to the fair has become optional." This conclusion is based on the widespread use of telecommunications, i.e. the classic fair is being replaced by a “television fair”. From a technical point of view, this is feasible. But in this case, the atmosphere itself disappears. Namely, it largely contributes to the success of the company's development and sales at fairs. .

You can often hear that fairs have become obsolete, but the value and effectiveness of fairs and exhibitions are still very high.

International exhibitions and fairs are held in many states, but they are especially widespread in Western Europe and the USA. Five countries - Germany, England, USA, France and Italy - account for approximately 2/3 of all international fairs and exhibitions. Among the largest trade and industrial fairs of developed countries, one should name international fairs held in Hannover and Frankfurt am Main (Germany), Paris, Nice (France), Brussels (Belgium), Gothenburg (Sweden), Padua, Milan, Trieste ( Italy), Utrecht (Netherlands), Tokyo (Japan), Vancouver (Canada), Barcelona (Spain), Wellington ( New Zealand) .

Among European countries, Germany, France, Italy occupy a special place in holding such events, in order of importance, followed by Great Britain. At the same time, however, it is necessary to note the noteworthy exhibition activity in smaller countries, such as Spain, Belgium, Holland, etc. First of all, the scale of the development of the exhibition business in Western Europe is striking. For example, about 50 million people visit exhibitions every year (data for five EU countries). Exhibitions allow you to set in motion serious capital. Thanks to the development of the exhibition business, 519,000 jobs have been created in Europe.

Fairs and exhibitions are very popular in North America and, in particular, in the USA; suffice it to say that in the 1980s the total exhibition area increased by 43%. In the US and Canada, according to the Trade Show Week Data Book, about 4.2 thousand exhibitions are held annually.

However, a more dynamic development of fair and exhibition activities in comparison with Europe and America is observed in the countries of Southeast Asia. The largest international fairs and exhibitions held in developing countries are fairs and exhibitions in Damascus (Syria), Tripoli (Libya), Accra (Ghana), Madras (India), Casablanca (Morocco), Santiago (Chile).

Thus, based on the available data, Europe, for historical, geopolitical, economic and other reasons, continues to be the metropolis of trade fairs and exhibitions, which, however, does not reduce the importance of exhibition activities in the North American continent and in the rapidly developing Southeast Asia.

International exhibitions and fairs serve international trade turnover. Firms from any country can participate in them without restrictions. They began to play big role as a place for concluding international trade transactions. One of the main advantages of international exhibitions and fairs is that they showcase samples of a huge variety of goods produced in different countries. .

Buyers have the opportunity to get acquainted with the existing offers on the market in a short time, get advice from specialists, make the necessary comparisons of prices and quality characteristics, negotiate, negotiate commercial terms and sign a contract. The buyer can get acquainted with the product in action, the efficiency of its functioning, which is especially important when buying machinery and equipment.

The significance of exhibitions and fairs for sellers lies in the possibility of wide advertising of their goods using a wide variety of advertising media. These are meeting places for representatives of business circles from different countries to maintain direct contacts and establish new personal contacts in order to conclude transactions.

At such exhibitions and fairs, first of all, samples of goods that meet the requirements of modern world standards are exhibited, they are visited by engineering and technical and scientific workers, designers. The study of new products contributes to the further development of technological progress and the emergence of new goods of international trade.

Among international exhibitions, world exhibitions are held, the purpose of which is to show the achievements of the participating countries and major international organizations in the field of science, technology, and culture. They do not pursue commercial purposes.

The main type of contracts that are concluded at international exhibitions and fairs are deals on exhibited samples (models, drawings, catalogs) with the subsequent delivery of goods. Another type of transactions is also possible - this is the sale of the exhibits themselves - machinery and equipment, durable items and some types of consumer goods. If the buyer picks up the goods after the closing of the exhibition or fair (which is agreed upon at the conclusion of the transaction), then this will be a deal on the condition of a free-fair

If the general rules of this exhibition, fair or intergovernmental agreements allow the sale of exhibits, then they can be sold at it within the established contingents, which allows the exhibitor to cover all his expenses in local currency to pay for the space occupied by stands, for transportation costs and the stay of his representatives .

Exhibitions and fairs occupy a special place in the arsenal of advertising tools, as they provide very wide opportunities for demonstrating advertised products to establish direct contacts with buyers. Exhibition events are especially effective in combination with a set of accompanying promotional events ( advertising campaign in the press, holding presentations, press conferences, round tables, meetings with experts, etc.). The high efficiency of this advertising medium is confirmed by the fact that many thousands of large exhibition events are held annually in the world, requiring significant costs.

In order to avoid possible confusion in the terms fair and exhibition, it should be noted that fairs originated as market events, the main purpose of which is the sale of products or goods on display. In contrast, exhibitions arose as a means of publicly demonstrating certain achievements of mankind, at first they were purely educational in nature, but as they developed, they also acquired a pronounced commercial focus. Based on this, the following definitions can be given:

• 1. Fair - a commercial event, the main purpose of which is the conclusion of commercial transactions for the exhibited goods.
• 2. An exhibition is, first of all, a public demonstration of the achievements of various branches of the material or spiritual sphere of society, the main purpose of which is the exchange of ideas, theories, knowledge while conducting commercial work.

However, every year the main differences between these concepts are increasingly blurred. Conventionally, all exhibition events can be classified as follows.

International fairs and exhibitions are, as a rule, regular (annually or with other frequency) exhibition events that gather a large number of participants from many countries of the world. They can be divided into industry-wide, where products and products of various sectors of the economy are presented, and specialized, where exhibits of one or more related or mutually complementary industries are demonstrated.

At international fairs and exhibitions, display of exhibits can be carried out both on a national basis (within national pavilions and expositions), and on an industry basis (when expositions are formed by product groups)

Each field of activity, each branch of industry is annually provided with favorable opportunities to learn something, evaluate something and sell something during international, national and local exhibitions and expositions. Over the course of several days, old friendships are strengthened and new ones are formed, new sources of supply and sources of information are discovered, new trends, ideas or products are discussed, trade relationships are identified, innovations are made public, and new markets are found.

For small businesses, trade shows provide visibility and a meeting point for buyers or technologists who are genuinely interested in information, looking for new products and services, or perhaps ready to place an order right away. If the exhibition is visited by the general public, then the product manufacturer has the opportunity to communicate with a large number of end users, to study their opinion.

Exhibitions ensure that firms enter into close contact with their markets. Often, new products or new enterprises are presented at exhibitions. The periodical press usually publishes preliminary and review articles about exhibitions, and the work of truly large national reviews showing cars, boats, boats and other similar products is widely covered by the media.

Essay

Course work: 28 p., 1 table, 22 sources.

TRADE AND INDUSTRIAL EXHIBITION, TRADE FAIR, EXPOSITION, EXHIBITOR, EXHIBITION STAND, EXHIBITION CENTER

The object of research is international exhibitions, fairs as forms of organization of foreign economic activity.

The subject of the study is the distinctive features, features and main ways of organizing international exhibitions and fairs.

The purpose of the work: to determine the essence of international exhibitions and fairs

Tasks: to study the basic concepts, to determine the features of holding exhibitions and fairs, to evaluate the place and role of exhibition activities in world trade.

Research methods: comparative method, analysis, generalization, study of statistical publications and articles.

Research and development: the basic concepts are studied, the features of exhibition activity are revealed, the subject of holding exhibitions and fairs in international economic activity is determined.

Area of ​​possible practical application: this work can be used to study the course "Economics and management of foreign economic activity".

The abstract

Term paper: 27 pages, 1 table, 22 sources.

SALES EXHIBITION, TRADE FAIR, EXPOSITION, EXHIBITOR, EXHIBITION STAND, EXHIBITION CENTERof research - the international exhibitions, fairs as forms of the organization of foreign economic activity.of research - distinctive features, features and the main methods of the organization of the international exhibitions, fairs.purpose: to determine the essence of the international exhibitions and fairs.: to study the basic concepts, to determine features of holding exhibitions and fairs, to estimate a place and a role of exhibition activities in world trade.methods: comparative method, analysis, generalization, studying of publication statisticals and articles.and developments: the basic concepts are studied, features of exhibition activities are revealed, the scope of holding exhibitions and fairs in the international economic activity is determined .of possible practical application: this work can be used for studying of a rate "Economy and management of foreign economic activity".

Introduction

1. The concept and classification of exhibitions and fairs

1.1Basic concepts of exhibitions and fairs

1.2 Classification of exhibitions and fairs, their differences

2. Preparation and holding of the exhibition and fair

1 The main stages of preparation in the work of exhibitions and fairs

2 Exhibition stand

3 Information support

4 Summing up the exhibition

3. World exhibition centers

3.1 European exhibition industry

2 The state of the exhibition industry in the Middle East and Africa

3 Largest exhibition venues in Moscow

4. Organizations regulating the activities of fairs and exhibitions

Conclusion

List of sources used

Introduction

Currently, exhibition activity is one of the significant factors stimulating the development of all sectors of the world economy.

Exhibitions are an effective resource for organizing and conducting marketing research, as they provide interested organizations with extensive applied information. Each exhibition is a kind of cross-section of a very specific market situation; it provides an opportunity not only to search for relevant markets, but also to participate in entering these markets using the most effective methods.

In the context of international integration, manufacturers need to know how competitive their products and services are at the implementation stage. Participation in international exhibitions allows to solve this problem. It is international exhibitions that contribute to the establishment of real foreign economic relations between suppliers and customers from different countries. One of the main advantages of fairs and exhibitions is the concentration of samples of a huge number of goods produced in different countries.

International exhibition activity effective form business communications also contributes to the formation of the export potential of industrial enterprises and strategies for the development and implementation of their foreign economic activity.

The purpose of this work: to determine the essence of international exhibitions and fairs, the features and main ways of organizing international exhibitions, fairs.

The relevance of the chosen topic is related to the importance of international exhibition activities in the economy.

In accordance with the goal, the following tasks are defined:

.Learn the basic concepts;

.Determine the main types and classification of exhibitions and fairs;

.Consider ways and methods of holding international exhibitions;

.Consider ways to regulate the organization of international exhibition activities.

In the study of this topic, a comparative method, an analytical method, a generalization method, the study of statistical publications and articles were used.

1. The concept and classification of exhibitions and fairs

1.1Basic concepts of exhibitions and fairs

The exhibition market has firmly taken its place in the promotion of goods and services from the manufacturer to the consumer. Participation in exhibitions today is an indispensable component of the success of a company. The development of international exhibition activities is due to the need to link supply and demand. In the conditions of modern market economy and the ever-changing needs of society, the most important tasks of every enterprise that wants to ensure its continued presence in the global "entrepreneurial" community are to improve its image and promote its social contribution.

In this direction, as well as within the framework of the efforts made by the enterprise to pursue their professional interests, the trade exhibition system provides them with an effective means of ensuring the simultaneous dissemination and receipt of a wide range of economic, technical and commercial conditions at a relatively affordable cost.

Before defining the basic concepts, it is necessary to define what exposure and exponent are:

exposition is a demonstration of goods and services using special exhibition equipment by one or more exhibitors at the same time.

Exhibitor - a person who presents his products at the exhibition in order to find its buyers or partners for joint activities.

Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities for demonstrating advertised products in order to establish direct contacts with direct buyers and consumers.

Despite the fact that the boundaries between the concepts of a trade fair and an exhibition are often indistinguishable and in practice tend to be limited to a minimum, it would be advisable to make a semantic opposition between trade fairs and exhibitions.

Trade fair - a short-term event, periodically held in the same place, in which a large number of enterprises, using samples, represent the objective scale of goods / services of one or several industries, so that the trade visitor gets a clear idea of ​​​​their entrepreneurial opportunities, then as an exhibitor, with the help of exhibited goods, seeks to spread information about his company and its products and conclude direct trade deals.

The main difference between a fair and a regular market is that it prohibits the sale of takeaway goods, i.e. trade is carried out strictly according to samples, although the sample itself can be sold at the end of it.

The most famous international fairs are the Hannover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.

Commercial and industrial exhibition - a short-term event,

periodically held in the same place, in which a significant number of enterprises, using samples, give a representative picture of the offer of goods / services of one or more industries and seek to inform end consumers about their products with the ultimate goal of promoting sales.

International exhibition activity of the organizer is the activity of specialized commercial and / or non-commercial enterprises aimed at organizing, logistical support, information and marketing support that contributes to the development of the exhibition organization (center) and the organizer's business and creates conditions for entrepreneurial activity, implementation and formation of export potential of exhibitors.

International exhibition activities of the exhibitor - industrial enterprise- this is an activity aimed at preparing, holding an exhibition event, ensuring, within the framework of a given strategy, participation in an international exhibition, the formation and implementation of economic, including export potential, and the achievement of strategic goals of participation in an international exhibition and in the post-exhibition period.

The international exhibition activities of facilitating organizations are the activities of local governments and other organizations interested in holding an exhibition event, which are of a non-commercial nature and are aimed at supporting the organizer of an international exhibition.

2Classification of exhibitions and fairs, their differences

According to the composition of participants, venue and economic significance, exhibitions and fairs are distinguished: regional, interregional, national, international.

Regional fairs and exhibitions have a scope of action within a radius of 100 km, represent one or more industries and are intended primarily to demonstrate the capabilities of small enterprises.

Inter-regional ones have the same structure as regional ones, but they have a larger radius of action and are usually addressed to larger enterprises.

National fairs and exhibitions are the showcase of the local

industry. They are held within the country and abroad with the aim of demonstrating the products of national production and stimulating its sales, and usually have an intersectoral character.

The prerequisite for holding international fairs/exhibitions, organized both domestically and abroad, is the participation of exhibitors and visitors from different countries. Firms of any country can usually participate in them without restriction.

They acquire an international or, better to say, multinational character only if at least 10-15% of foreign exhibitors participate in them.

Among international exhibitions, one should single out world exhibitions, the purpose of which is to show the achievements of the participating countries and major international organizations in the field of science, technology, and culture. They do not pursue directly commercial purposes. At world exhibitions, as a rule, most countries of the world are represented.

In terms of importance, exhibitions and fairs are divided into:

exhibitions of interregional significance (important for several regions of the country);

exhibitions of regional significance (having significance only for one region);

exhibitions of local importance (important for the city, region).

According to the nature of exhibitors, all exhibitions and fairs are divided into: universal, specialized.

Exhibitions are universal, the topics of which affect several sectors of the economy.

Specialized exhibitions are aimed at visitors who are specialists in a particular field. They demonstrate quite complex types of goods and therefore they have a marketing rather than a sales

orientation.

Characteristic of the development of international exhibitions and fairs is the growth of their specialization, and this applies to exhibitions to a greater extent than to fairs. The increase in specialization is explained by the huge increase

range of products produced by various industries. Therefore, international exhibitions and fairs are increasingly organized, representing only one or a few related industries. In addition, specialized exhibitions are focused on a clearly defined group of specialists, the target audience is identified. The largest number of specialized fairs falls on industries that produce consumer goods, including clothing, footwear, fabrics.

According to the timing and method of holding the exhibition and fair can be divided into the following types:

short-term exhibitions (solo-exhibitions) - are held for no more than three weeks. They can be either general, i.e. represent the achievements of their country in all sectors

production activities, or be specialized.

Mobile exhibitions - they are organized in order to expand the circle of visitors using various means of transport. The organization of floating exhibitions is becoming more widespread, in particular, by Japan, Sweden, and England. Such exhibitions are held on board a large vessel that visits the port cities of several countries and displays and sells the exhibited goods.

Permanent exhibitions

These exhibitions are organized most often at diplomatic consulates and other representations of their country abroad with the aim of demonstrating to potential foreign buyers samples of export products for making deals on samples.

Permanent trading centers created by developed countries abroad began to play an important role. They carry out a wide range of activities in organizing specialized exhibitions in their countries of location. They provide exhibiting companies with exhibition space free of charge, design and decorate exhibitions and individual stands, assemble and dismantle exhibits at their own expense, pay for the work of local design and other companies, and provide exhibitors with information about the situation on the market.

A new type of exhibitions are the so-called. trading weeks. They are usually organized in department stores in large cities to display and sell consumer goods.

According to the frequency of the exhibition and fair, there can be:

Periodic (held every 2.3 years, etc.)

Annual

Seasonal

In addition, fairs and exhibitions can be classified according to the direction of work:

Fairs / exhibitions for the implementation of sales / orders;

Information / fact-finding;

Carried out in order to develop communication/contacts.

Since at exhibitions and fairs, first of all, the best samples of goods that meet the requirements of modern world standards are exhibited, their visits by engineering and technical and scientific workers, designers, the study of the exhibited novelties contributes to the further development of technical progress and the emergence of new goods in world trade. In this sense, exhibitions and fairs, being a center for the exchange of economic, scientific and technical information, are of great informational importance.

Each particular exhibition, which to a greater or lesser extent can be attributed to one or another type, ultimately has an individuality and characteristic features that change over time.

It should be noted that the concepts of "exhibition" and "fair" are not singled out separately, but are practically identified. However, there is a difference between them (Table 1).

Table 1.1 - Distinctive features of trade shows and fairs

#Distinguishing featuresFairTrade show1Organized by individuals and legal entities and addressed to the organized marketYesYes2Have a limited durationYesYes3Act periodically and in specific placesYesYes4Usually held in the same placesYesYes5Designed for a large number of exhibitorsYesYes6The offer is objectiveYesNo7The offer is only representative of one or more industriesNoYes8Aims to conclude direct sales transactions based on samplesYes No9They aim to disseminate information with the ultimate goal of encouraging sales based on samples NoYes10 Generally free entry by individuals Yes Yes11 Entry by individuals only in selected cases Yes No12 Selling to end consumers is common practice No Yes 13 Aim to sell only to intermediates Yes No Note - Source:

2. Preparation and holding of the exhibition and fair

1 The main stages of preparation in the work of exhibitions and fairs

The organization of the preparation and holding of international exhibitions and fairs is carried out by committees created as working bodies and independent legal entities by local institutions of various countries or their associations. The governments of the states on whose territory the exhibition is held provide them with support and assistance in creating a material base and in establishing various benefits for companies and organizations participating and exhibition cargo.

The participation of a company in the work of a particular fair or exhibition requires certain costs and can provide not only a positive result, but also bring some losses. Therefore, it is necessary to carefully substantiate a number of management decisions for participation in the exhibition. First of all, it is necessary to find reasonable solutions to the following main problems:

determine the expediency of the company's participation in a particular fair or exhibition;

provide high-quality preparation for participation in the selected fair or exhibition;

properly organize the work of the staff of the fair or exhibition;

sum up the results of participation in a particular event and develop appropriate marketing solutions.

To ensure high efficiency of participation in an international exhibition, the management and relevant employees of the exhibiting companies are required to carry out serious preparatory work, which can be divided into a number of stages:

goal setting;

identification of specific ways and methods to achieve the goals of participation;

selection of an exhibition for participation and sending an application for participation;

drawing up a program of preparation for the exhibition;

development of a thematic plan;

development of thematic and exposition plan;

artistic design;

preparation of stand attendants and translators;

transportation of exhibits and exhibition materials to the venue of the exhibition;

stand design at the exhibition venue;

When considering the preparation of a firm for participation in a particular fair or exhibition, one should take into account how this preparation is carried out, namely, whether the firm organizes its own preparation for participation in the work of this event or uses the services of a commercial firm with experience or communications in the field of fairs and exhibitions. activities.

The company can take part in collective expositions, when individual organizations are directly preparing for the fair or exhibition. For example, the preparation of constantly held national fairs and exhibitions is usually carried out by the chambers of industry and commerce of the respective countries and various government organizations. At the same time, various commercial firms can participate in the organization of collective expositions.

The services of commercial firms specializing in the field of fairs and exhibitions can also be used independently by exhibiting firms. In this case, they should keep in mind that the cost of services provided by such firms is at least 10% of the cost of the leased space.

So, exhibiting firms that have decided to participate in a fair or exhibition need to decide how the preparation for this event will be carried out, inform the organizing committee of the exhibition about their participation in its work by submitting an appropriate application.

Ideally, preparations for participation in a particular fair or exhibition should begin about a year before its opening. This training involves the performance of a number of works, due to the need to achieve the formulated goals and requiring some costs, as a rule, limited by the capabilities of the company.

All marked works should be arranged in a certain sequence, indicating the possible timing of their implementation, the necessary resources and responsible executors. In other words, it is advisable to build a network schedule that simulates the process of preparing for participation in each specific fair or exhibition, and on its basis calculate the start and end dates for individual works that ensure timely preparation for this event.

Along with the indication of responsible executors for individual works, it is necessary to have a manager responsible for preparing the company as a whole for participation in this fair or exhibition.

As a result of the implementation of the whole complex of works, due to the preparation for participation in this fair or exhibition, the following tasks are solved:

The method of participation in the fair or exhibition is determined;

The need for the participation of intermediaries and their role in preparing the company for a fair or exhibition is revealed;

The list of exhibits and the area required for their presentation is determined.

Such exhibits are set by the marketing management service, and their selection is based on the results of market segmentation, taking into account both the location of the fair or exhibition, and the composition of potential visitors to this event.

The choice of the stand and its design, which allows demonstrating the relevant exhibits, are substantiated;

Personnel are selected and trained to work at the exhibition. The staff must know the exhibited product well, be able to show it in action, and also explain its main functions and advantages;

A plan is drawn up for conducting marketing research, the implementation of which is designed to provide a solution to marketing problems;

The necessary materials for the exhibition catalog are being prepared. As a rule, such a catalog is created by the organizations of this event a few months before its start and contains brief information about the participants of this fair or exhibition;

A plan is drawn up and, in accordance with it, transportation, warehousing, storage and insurance of exhibits are organized;

Relevant information materials are created and produced;

All organizational issues are coordinated with the organizing committee of the fair or exhibition;

Invitations are printed and sent out to potential visitors to the fair or exhibition in which the company is interested.

Everything that was missed or left "for later" will not be reflected in the best side on the image of the company, on the payback of participation in the exhibition. It is desirable that all negotiations with the organizing committee, ordering equipment and services, control over their implementation were carried out by one authorized representative of the company. The direct costs of participation in the exhibition consist of the cost of the exhibition space (equipped or not), additional equipment and registration fee. Indirect costs include costs for: stand design; production of advertising and information materials and souvenirs; advertising in the media with an invitation to visit the booth at the exhibition; transportation costs for the transportation of exhibits; travel to the exhibition venue and back, hotel accommodation; staff meals, hospitality and business expenses.

2 Exhibition stand

An exhibition stand is usually called an exhibitor's business card. The cost of mounting and designing a stand is an expensive pleasure. And at the same time, the company should still strive to buy the best place for the stand and its original design. After all, all this determines the future profit and success of the enterprise. The exhibition stand is the face of the company. The design should be consistent in the same style and focus on the exhibits.

Each exhibitor should aim to position the booth:

opposite and to the right of the main entrance;

on the central internal aisle;

close to "active" exhibitors and specialized premises for various events.

Conversely, you should avoid placing a stand:

away from exits and central aisles;

at the back of the hall;

behind large columns, stairs;

face away from the place where various activities take place.

The first question that arises before the company after making a decision to participate in the exhibition: what size stand is needed. But the most important thing is the ability to design a stand in an original way, to make it interesting for the visitor.

In addition to the size of the stand, its type also plays a significant role:

Line Stand: Has only one face and is the most common type of stand.

Corner booth: is the ideal solution especially for small and medium businesses as it is easy to design and provides easy access to two aisles.

"Peninsula": this booth is open on three sides and allows the exhibitor to easily "control" the surrounding area.

"Island": an ideal solution for large enterprises, because it gives you full control over the surrounding area.

"Through": devoid of the surface of two walls and has the advantage of two exits to the aisles, which provides a satisfactory "field of view" for the exhibitor.

"Vis-a-vis": consists of two stands located opposite each other, usually linear.

"Booth in a row": a booth located in the middle of a row and open for inspection from one or two (opposite) sides.

"Block stand": this is a stand located separately from all other stands and open for inspection from all sides.

The issue of choosing the type of stand is one of the most important issues on which the success of participation in the exhibition largely depends. When choosing a certain type of booth, it is necessary to correctly choose the location of the booth in the pavilion, calculate the required booth area.

If possible, it is necessary to inspect the exhibition hall as early as possible, before the start of the exhibition, in order to understand in which direction the flow of visitors will go.

The firm must clearly define the thematic plan of its exposure. The design of the stand should be consistent with the same style. The attractiveness of the stand is always achieved by a catchy part of the exposition, which would attract the attention of visitors to the exhibition even at the distant approaches to the stand. To do this, posters, diagrams, photographs are used in the design of the stand. But their number should not be excessive. A large amount of textual information, drawings, placed throughout the exhibition stand, ceases to be perceived and not assimilated by visitors.

At most exhibitions, it is customary to lay out part of the promotional materials in plain sight so that visitors can take them with them. A stock of such materials should be kept at the exhibition stand. Advertising for distribution to visitors may consist of flyers, booklets, brochures, catalogs, souvenirs.

Its purpose is to leave the material for the subsequent more detailed acquaintance with the visitors. This is also the most successful option for transferring the address and telephone number of the company to potential customers.

In addition to public materials, the booth usually contains promotional or informational materials for regular or reputable customers, heads of other companies visiting the booth. It is better to store such materials in the working area, along with the documents necessary for negotiating.

inscriptions on the stand frieze (company name, trademark) in some cases, and a telephone;

posters, for decorating the walls of the stand;

screens with a running line or an image placed directly above or near the exhibition stand;

monitors for displaying commercials. The main purpose of this type of advertising is to attract visitors, to interest them in their activities, to make them show interest in a more detailed acquaintance with the proposed tourist products.

The most important role is played by the original design of exhibits, attractive advertising, good work of stand attendants, attentive attitude towards visitors. A small stand can also successfully represent a large company: it's not only about the number of exhibition meters, but also about their quality.

Depending on the type of event being held, certain aspects of the design of the stand can be brought into line with the objectives of the fair or exhibition, while taking into account the composition of exhibitors and possible segments of visitors.

When designing a stand, it is provided with appropriate equipment and the necessary technical equipment is installed. As a result, all the necessary conditions are created for the successful work of the personnel employed at the fair or exhibition.

3 Information support

exhibition fair stand information

Distribution of prestigious advertising at the exhibition, organization of special seminars, symposiums and conferences, specialized "days of the country", celebration of the thousandth or ten thousandth visitor and other events, greatly contribute to the creation of a favorable image in relation to the company - exhibitor and its products among visitors to the exhibition, in official and business circles, among the general public, since information about the exhibition is widely reflected in the media, and in some cases accompanied by custom articles and materials from its participants.

Press conferences at exhibitions and fairs are organized to obtain favorable responses in the local media, as well as in the event of a new product being introduced to the market, on the occasion of the day of the company or country, this stand (or pavilion).

Preparing a press conference at an exhibition involves determining the place and time of its holding, sending out invitation cards, compiling the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, compiling a cost estimate, preparing a press release, checking the readiness of the hall.

At the preparatory stage of organizing an exhibition, it is necessary to develop its advertising concept based on the results of media monitoring, taking into account various target audiences, and the tasks set by the organizer. At this stage, the information support system of the exhibition is being formed. Information partners should be central and specialized newspapers and magazines, news agencies, rating radio stations, specialized TV programs, that is, media with a vast geography of distribution, large circulation, creating the greatest public outcry, attracting the attention of the general public.

The advertising campaign of the exhibition takes place in two stages. At the first stage, emphasis is placed on attracting the maximum possible number of exhibitors, at the second stage - on attracting visitors (real or potential consumers of various types of these products or services). At the same time, it should be noted that advertising in specialized media works quite well to attract specialists, and daily newspapers and magazines, news agencies, and radio play the most significant role in informing ordinary visitors.

The technique of promoting an exhibition project includes mailing to potential exhibitors promotional and informational materials of the exhibition (first wave), invitation cards and program of events (second wave). Fax distribution is also used (this inexpensive service is provided by many companies today). Courier services are used to deliver materials to VIP customers. The successful implementation of large-scale exhibition projects (international, national, intersectoral exhibitions) largely depends on the joint efforts of interested ministries and departments, public structures. State support ensures the socio-political significance, level and scale of the exhibition, its events are the basis for solving a large range of tasks, a place for discussing corporate problems, and contributes to the development of state policy aimed at supporting and stimulating the industry represented at the exhibition.

It is necessary to organize a press center on the territory of the exhibition, where journalists can get all the information not only about the exhibition, but also about the participating companies. The press center should always have press releases, a program of events, a catalog.

4 Summing up exhibitions and fairs

After the completion of the fair or exhibition, the results of the company's participation in this event should be summed up. Commercial success can be analyzed by counting the number of contracts concluded for the sale or supply, and if such goals were not set at this exhibition, then by the number of visitors and their categories.

If, nevertheless, the ultimate goal is the sale of products, then the number of distributed price lists and information materials can serve as an indirect indicator. However, keep in mind that this advertisement may last for several months.

At the end of each exhibition, a note is drawn up, briefly reflecting all the problems that arose during the preparation, how they were solved and what lessons should be learned in the future.

It is necessary to familiarize the employees of the company with the first results of participation in a fair or exhibition. In particular, it is advisable to inform about: the number of people who visited the fair or exhibition and the changes that have occurred compared to previous years; acceptability of the stand location; validity of architectural solutions for the stand; the validity of the costs of funds for the preparation and participation in the fair or exhibition; conducted marketing research; received orders. This information shows how successful or unsuccessful the company's participation in the fair or exhibition was. However, in order to have a more complete picture of the effectiveness of participation in this event, a comparative analysis of the goals of participation in the exhibition and the results achieved should be carried out. The success of the participation of various companies in exhibitions is ensured by:

the right choice of the necessary fair or exhibition;

successful selection of exhibits;

organizations at the proper level of preparation for participation in the selected event;

reasonable selection of personnel;

organization at the proper level of the presentation of the company and its exhibits;

ensuring an effective communication policy in order to draw attention to the company's participation in a fair or exhibition;

conducting an analysis of the results of the company's participation in the work of this fair or exhibition at the proper level and developing recommendations on this basis to ensure more efficient fair and exhibition activities.

3. World exhibition centers

3.1 European exhibition industry

Germany (3.1 million square meters), Italy (2.1 million) and France (2.0 million) have the largest exhibition areas. The three largest exhibition centers in Europe are Deutsche Messe in Hannover (495,000 sqm), Fiera Milano (470,000) and Messe Frankfurt (322,000). In 2007, one new exhibition center was built (Stuttgart), and the total increase in the area of ​​all European exhibition centers for the year amounted to 327 thousand square meters. m (2.3% of the total area). Europe hosts 10,800 exhibitions annually, the vast majority of which are regional or local in nature. In total, they are visited by 150 million people, and the number of participants is approximately 1,360,000 (including 239,000 foreign participants, mainly from Italy, Germany and France). The basis of the European exhibition business is a relatively small number of international exhibitions: 800 international exhibitions gather 43 million visitors and 430 thousand participants, including 164 thousand foreign ones.

The most popular topics of international exhibitions are industrial technologies, textiles and fashion, recreation and sports, food products, office goods and communications. At the same time, the most popular topics of local exhibitions are leisure and sports, furniture, health products, construction, Agriculture, as well as universal exhibitions of consumer goods. It is assumed that in the next three years there will be 500 new exhibitions (mainly in Russia, Ukraine, Turkey, Spain), but only 200 of them will survive. The predominant topics of these new exhibitions are consumer goods (universal exhibitions), agriculture, recreation, construction, and furniture.

There are 1,500 exhibition organizers in Europe, including 300 with their own exhibition centers. The top six organizers include Frankfurt Messe, Düsseldorf Messe, Reed Exhibitions, Feria de Madrid, Deutsche Messe (Hannover) and Messe Munich. European exhibition organizers are also active outside of Europe, holding 270 exhibitions annually on other continents, mainly in China, the United Arab Emirates, India, and also in the countries of North and South America.

2 The state of the exhibition industry in the Middle East and Africa

34 exhibition centers have been built in the Middle East with a total area of ​​633,296 sq. meters. Iran, Saudi Arabia and the UAE have six exhibition centers each. The largest of them in Tehran - 120 thousand square meters. meters of covered area. Iran leads in terms of the number of exhibitions held, followed by the United Arab Emirates and Syria. In the Gulf countries, the main thematic areas of exhibitions are consumer goods and education. Slightly less popular real estate and construction. In other Middle Eastern countries, industrial and engineering exhibitions are leading, followed by construction and agricultural exhibitions.

The exhibition industry is also developed in some parts of Africa. Out of competition - South Africa. In the north, exhibition activity takes place in Morocco, Algeria, Tunisia, Libya and Egypt. Tanzania, Kenya, Senegal, Mozambique and Zambia are also involved in exhibition activities. It is anticipated that some of these countries will make great strides in the future, especially those whose exhibition infrastructure is being upgraded and upgraded.

Chapter 32 INTERNATIONAL EXHIBITIONS AND FAIRS

) International fairs, exhibitions and salons as a means of stimulating international sales 2. Preparation of companies for participation in international exhibition (fair) 3, Features of the exhibitor's marketing work on international exhibition (fair) 4. Organizational structures international native exhibitions and fairs

1. International fairs, exhibitions and salons How means stimulation international marketing

Participation in international exhibitions, fairs, salons isan effective means of communication policy in the internationalnative marketing, stimulating the sale of goods and services foroverseas markets, an effective method in the competition.International exhibitions and fairs are organized in variouscountries, but they are especially active in those countrieslike Germany, England, USA, France, Italy, for a long timegives about Ouse of all held exhibitions and fairs.

At the same time, there is an increase in the number of international exhibitionsand fairs, the expansion of their exhibition space, the growth of specialization, the increase in the share of machinery and equipment in the range of exhibited goods, the growth in the amount of concluded export-import deals.

International Exhibition is the display and demonstration of goodsed by foreign experts, consumers and the general publicwith the aim of getting acquainted with the cutting-edge achievements in accordance withbranches and the results of scientific progress.

Exhibitions can be held in various geographical locationsworld, at different times and have different duration of work.

International exhibitions may be world(EXPO), universal, thematic, specialized or industryWe, EXPO World Exhibitions do not pursue commercial purposesand are predominantly political, scientific, economic andpropagandistic character, they are attended by the vast majoritymost countries of the world. The organization of such exhibitions supportsXia state and diplomatic channels.

Chapter 32 International Exhibitions and Fairs

Universal Exhibitions do not limit the product rangeexhibited designs and cover all or most industriesNational economy. Representative example of product exhibitionstion and services of related industries are thematic exhibitions, onexample of the exhibition “Health Protection”, “Protection of the Environment*,"Ocean", etc.

On specialized exhibitions goods of one orrelated industries and/or science.

The greatest efficiency in terms of marketing and increasedsales volumes have trade and industrial exhibitions, especiallyspecifically specialized industry, dedicated to a particular(often rather narrow) branches of the national economy, applied scienceki and technology. Exactly such exhibitions have been received in the last ten years.especially large development, and there is a tendency to increase their specialtysocialization. There is an increase in the number of exhibitions of goodsnic group. Machinery and equipment effectively showpotential buyers in action, in operation, whichallows you to visually acquaint visitors of the exhibition with their technologiesphysical properties, design features (Fig. 32.1).

*)

World Exhibitions (EXPO)

Specialized

vshshyeshsh

industry

Exhibitions

Wide commodity range

Narrow product range

b)

Short exhibitions

Permanent exhibitions

Traveling exhibitions

I

Trading

weeks

Shopping centers

Figure 32.1. Main types of international exhibitions -A- by content; b- by time

Short exhibitions limited to no more than three weeks.They can also be referred to as the new kind organizing

2. Preparation of the company for participation in the international exhibition 725

Formulation of the goal tree of participation in the exhibition-fairand end results

Determining specific ways and methods to achieve goals
____________________ participation

Choosing an exhibition-fair to participateand sending an application for participation

* ~

Drawing up a program (plan) of preparation for the exhibitionDevelopment of a thematic plan

t Z

Development of thematic and exposition plan

* ~

Artistic design

I

Training of stand attendants and translators

+

Transportation of exhibits and exhibition materialsto the venue of the fair

Rice. 32.2. Stages of preparatory work for participation in the international exhibition-fair

The compiled lists of goals are broken down by the rank of significance and composition.the goal tree is formed. This provides for the possibility of changinggoals in the event of a change in the relevant conditions.

Determining specific ways and methods to achieve the goals of teaching stiya in the exhibition (fair). Along with setting goals in the companyspecific methods and measures for their implementation are determined.For example, the goal of demonstrating a new machine in operation might beassume such specific measures to achieve it: the organizationspecial press conferences at the exhibition-fair, demonstrationthe machine in action on the first day of the exhibition-fair, in the futuredays - demonstration of the machine in operating mode every hour for 5 minutes chickpeas, etc.

3 Features of the exhibitor's marketing work at the international exhibition 729

stands includes the technique of delicate interruption of the conversation With nazoyactive visitor. Stand attendant at the very beginning of the conversation with the visitorshould reveal his status and build a conversation in an appropriate way independing on who the visitor is - businessman, engineer, magazinesheet, etc. This includes the exchange of business cards.with the obligatory initiative on the part of the visitor of the stand, to h "himshould encourage the stand attendant.

Transportation of exhibits and exhibition materials to the place of production conducting an exhibition-fair. At this stage, difficult questions aresy associated with the packaging, transportation of exhibits and exhibitionmaterials to the venue of the exhibition-fair, passing customs and other exit and entry formalities, storagevanity, etc. At the same time, the company enjoys special benefits,provided to participants of international exhibitions and fairs.

Stand design at the exhibition venue carried out according to the developed plans and artistic composition of the wallsYes. In most cases, in the course of design work V These plans are subject to certain amendments and changes.

The exhibition stand should be extremely simple and understandable;more effective focus on the product, and not on the name of the company, its releasepenitent; visitors to the exhibition are better attracted by the real product than its photographs, showing its use by other firms and consumerstel. The goal of participation in the exhibition is to involve all five organsfeelings of visitors in order to attract them to the exhibit and remember it.

In some cases, especially with insufficient experience, companiesturn to specialized intermediary agencies thaton a commercial basis take over all the work or providepower in preparation for participation in the exhibition-fair and the design of the exhibition stand. However, it must be borne in mind that the main decisions remain with the company, which not only formulates the fundamentalsspecific goals of participation, but also coordinates all activities for theirachievement and stages of preparatory and exhibition work.

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3. Features of the marketing work of the exhibitor at the international exhibition (fair)

Organizational work on the stand. Attract visitors - the basicsnaya task of the employees of the exhibition-fair. Work at the stand dailybut it is built like this: *

Before the opening of the exhibition-fair for 15-20 minutes, the leadership of the wallsYes, introduces employees to the program of the day, stand attendants check

730 Glana 32. International exhibitions and fairs

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