This article provides an overview of trade show and exposition resources. It highlights the critical issues and lists such information sources as publications, trade shows, seminars, and online services.

STATISTICS

Trade shows and expositions form the second largest category of marketing expenditure in the U.S., second only to advertising. Nearly 4,300 expositions were held in the U.S. and Canada in 1998, with a total of 110 million attendees, according to the Center for Exhibition Industry Research (see Associations). Of these, over half (52%) were restricted to the trade, 13 percent were consumer shows, and 35 percent open to both trade and consumers ("combination" shows). The average trade show had 534 exhibiting companies and 10,993 attendees; for all expositions, the averages were 374 exhibitors and 28,210 attendees (the ratio of attendees to exhibitors is much lower for trade shows than for consumer shows). By the year 2008, these figures are projected to grow to 5,970 exhibitions visited by a total of 251 million attendees. According to Tradeshow Week's fourth-quarter results for 1997, the average exhibition had 516 exhibiting companies and 11,431 attendees, and covered 133,898 net square feet of exhibit space. Beware of trade show attendee figures, since numbers are rarely audited and the industry has a long history of inflating figures.

Trade shows are a powerful marketing medium, according to a number of research studies. Eighty-seven percent of 1995 trade show attendees had buying influence, according to Exhibitor magazine's mopst recent report on research by Exhibit Surveys Inc. This figure has remained steady over the last five years, peaking at 88 percent in 1994. In addition, 63 percent had buying plans, down from 1994's 68 percent. The average cost-per-visitor-reached was measured in 1994 (the last time measured) as $107.64 for exhibit costs only, $162.23 including exhibit and personnel costs.

According to the Center for Exhibition Industry Research, almost 76 percent of attendees list "must see" exhibits before they arrive at a trade show. Skillful use of pre-show promotions can significantly increase an exhibit's attendance.

Business decision makers surveyed for the Center for Exhibition Industry Research rated trade shows more highly as a source of purchasing information than any other medium, including articles in trade publications and the input of manufacturer salespeople. According to this survey, trade shows were felt to provide the best opportunity to see what a product looks like and to evaluate both it and competitive products, as well as to learn who makes the types of products wanted.

CRITICAL ISSUES FOR EXHIBITORS

1. Specify sales/marketing objectives to be achieved by trade show participation; a show should not be viewed as a separate event, but as part of an overall sales/marketing process.
   
   
2. Research and select the right show(s) to achieve your objectives: shows that will attract decision-making attendees interested in your product or service. Look carefully at the show's history, the companies that exhibit, and attendee profile information. Talk to exhibitors but recognize that you'll often get almost as many different answers as the people you ask.
   
   
3. Make your participation decision with sufficient lead time to plan properly for the show; 16 weeks is a rough minimum to take full advantage of the pre-show marketing opportunities and discounts.
   
   
4. Set specific, realistic sales objectives (e.g., number of qualified leads or new customers) for the show and plan strategies to achieve them.
   
   
5. Work with show management well in advance to find out requirements and restrictions, and find out what services they can provide (e.g., signage, rental of displays/furniture, hotel/transportation discounts, special entertainment or VIP services, pre-registration list of attendees for pre-show promotion). Make sure you get a copy of the exhibitors manual and review it carefully. Plan well in advance to get pre-show discounts on show services, and do as much paperwork in advance as possible to avoid at-show confusion.When planning for freight (drayage) within the hall, make sure to indicate that there will be less weight going out than coming in.
   
   
6. Plan and purchase your exhibit and display accessories to attract traffic and support your specific strategy. Look for ways to reduce the weight of your booth, since freight, both to and from the convention center as well as within the convention center, is a major part of your costs. Many convention centers allow companies to set up pop-up displays without use of labor.
   
   
7. Plan for and obtain ample supplies of whatever materials you will distribute or need at your booth, such as product literature, samples, price quotation forms, etc.; prepare a checklist for packing, including basics such as pens and businesss cards.
   
   
8. Coordinate pre-show direct mail, advertising, promotional, and public relations activities to complement show participation and to attract attendees to your exhibit. Check the exhibitors manual carefully for promotional programs being offered.
   
   
9. Select and train booth sales staff. They should have one-on-one sales skills, the ability to present information clearly and answer questions, and the stamina to perform for the show's duration. Successful exhibitors stand in front of their booth with a friendly, outgoing manner.
   
   
10. Have a system in place for lead qualification and follow-up. Prompt follow-up even before the show ends, if possible is critical. If you can, have someone do telephone follow-up after the show and database names of qualified buyers, even if they're not ready to buy immediately.
    
    
11. After the show, debrief staff involved and record what you should do differently next time. Measure the number of leads against your objectives.

LEGAL AND TAX ISSUES

Most of the major legal and tax issues involved with trade shows affect the organizers. However, exhibitors should know that some states consider trade show participation as a "nexus" for state tax purposes, and that authorities could use this as a reason to make your company start collecting a tax on all sales made in that state. This mostly affects companies involved with mail-order sales and has no impact if your company already has a "nexus" in the state where the trade show is held.

ASSOCIATIONS

Center for Exhibition Industry Research (CEIR), formerly known as the Trade Show Bureau, is devoted to producing and coordinating research on the industry (see Research). Publications, discounted to members, help coordinate marketing strategy and trade show participation. Custom reports available; also a source directory. 401 N. Michigan Ave., Chicago, IL 60611; Call 312-527-6735, fax 312-673-6722, or go to http://www.ceir.org.

Trade Show Exhibitors Association (TSEA), formerly known as the International Exhibitors Association (IEA), serves both "active" members-corporate sales/marketing professionals who manage exhibits-and "allied" members-suppliers of exhibit-related services. Offers a monthly newsletter and other publications, an online service and educational programs. McCormick Place, 2301 South Lake Shore Drive, Suite 1005, Chicago, IL 60616; Call 312-842-TSEA, fax 312-842-8744, or go to http://www.tsea.org.

International Association for Exposition Management (IAEM) serves managers of expositions and suppliers to the industry but has a growing segment of members who are exhibitors. Publishes EXPO magazine, a newsletter, and other publications. Information services available by phone, online, and fax-on-demand include access to an article database, publications, program registration materials, legislative updates. Sponsors Expo Expo (see Trade Shows and Conferences).8111 LBJ Freeway, Suite 750, Dallas, TX, 75251-1313; call 972-458-8002, fax 972-458-8119, or go to http://www.iaem.org.

Exhibit Designers and Producers Association (EDPA) serves organizations that provide exhibits and related services to the exhibitor in order to maximize their trade show marketing programs. Regular voting members include exhibit designers/producers, system marketers and manufacturers, show service contractors, and transportation providers. Associate members include industry suppliers, providers of design-related services, et al. 5775 Peach Tree-Dunwoody Road, Bldg. 6, Suite 500, Atlanta, GA 30342; call 404-303-7310, fax 404-252-0774; e-mail Peter A. Dicks, Executive Director: pdicks@edpa.com; go to http://www.edpa.com/.

KEY SUPPLIERS

• Trade show consultants and trainers provide information, advice, and training on how to plan and execute successful trade show strategy.
  
  
• Exhibit designers and producers design exhibits and accessories.
  
  
• Exhibit services suppliers provide a vast array of services to enhance exhibit displays, such as audio/visual production, interactive multimedia, lighting, and live presentations.
  
  
• Trade show managers/producers operate trade shows /expositions.
  
  
• Convention facilities are the convention centers and hotels where trade shows are held.
  
  
• Decorating companies contract with the trade show manager to provide all exhibit installation/dismantling services for the trade show.
  
  
• Transportation companies handle the shipping of your exhibit to the trade show and can provide storage between shows, if needed. They include airfreight companies, common carriers, van lines, and brokers.
  
  
• Convention bureaus and local chambers of commerce can supply extensive free information about their locality and sometimes offer special travel discount coupons.

SUPPLIER DIRECTORIES

Tradeshow Week publishes the Tradeshow Services Directory separately from the weekly magazine but included in the subscription. Call 800-375-4212 or 515-247-2984.

Annual Membership Directory and Product/Service Guide lists all Trade Show Exhibitors Association members (exhibit managers and suppliers) by company and by product/service category, regionally cross-referenced. Call 312-842-TSEA, fax 312-842-8744.

Exhibitor magazine's Illustrated Buyers Guide to Trade Show Displays & Accessories, published annually in the December issue, is included in subscription cost. Call 507-289-6556 or 888-235-6155, fax 507-289-5253.

Check out the large supplier database on the ExpoBase Web site (see Online Services below).

To find a supplier, go to #9520, Supplier Finder.

KEY RESEARCH

The Center for Exhibition Industry Research (see Associations) publishes research on the industry. Call for their complete catalog of publications. Call 312-527-6735, fax 312-673-6722. Titles include:

• The Power of Exhibitions provides data on the value of trade shows in the purchasing cycle, and profiles of attendees. Available in its entirety or broken down into industry categories; prices vary.
  
  
• Cold Facts/Hot Tips is a booklet that's short but packed with facts about trade shows culled from many research studies, plus proven ideas for successful show participation.
  
  
• Pre-Show Promotion Tips That Increase Exhibiting Results reports on attendees' opinions of what method of pre-show promotions attract their interest in visiting a booth.
  
  
• Tradeshow Week's annual Data Book, a massive compendium of statistics on trade shows, is considered the major reference on the industry. $439 plus tax, s&h. Call 800-375-4212 or 515-247-2984.

RESEARCH SERVICES

Center for Exhibition Industry Research (CEIR) (see Associations) provides the primary clearinghouse for research on the exposition industry, including the effectiveness of trade shows and specific strategies. Call 312-527-6735, fax 312-673-6722.

Tradeshow Week's Custom Research service can provide customized information on shows (by industry category, geographical location, and month) and sites the same day you order it. Costs vary; quantity discounts available. Call 323-965-5317; e-mail: mhughes@reedbusiness.com

BOOKS

How to Get the Most Out of Trade Shows, 2nd edition, by Steve Miller, is a succinct and highly readable primer full of useful tips for exhibiting at a trade show, from preshow planning and marketing, through working the show, and post-show follow-up. NTC Publishing Group, 1995. 155 pp. $29.95. Call 818-364-9810. $29.95 through Amazon.com.

Exhibit Marketing, 2nd edition, by consultant and writer Edward A. Chapman, Jr., is a completely updated version of the classic handbook that will guide you through every stage, from initial planning to post-show follow-up. McGraw-Hill, 1995. 407 pp. $29.95. $4.90 through Amazon.com.

The TSEA Guide to Successful International Exhibiting, by Rayna Skolnik, includes planning guidelines, information resources, cross-cultural tips, a glossary, and more. 1997. 84 pp. Included with TSEA membership (see Associations); not available to nonmembers. Call 312-842-TSEA.

PUBLISHING SERVICES

Tradeshow Week is a weekly magazine aimed at corporate exhibitors, show organizers, and suppliers. It covers all aspects of the trade show world, including articles on how-to's and advice, trends, costs of labor and materials, expenditures by exhibitors and show organizers, legislative and tax developments, as well as weekly and quarterly reports on trade show performance. Also publishes the annual Data Book of statistics. 50 issues/$439.99 plus tax, s&h. Call 800-375-4212 or 515-247-2984. Go to http://www.tradeshowweek.com.

Exhibitor magazine, directed towards the corporate trade show marketing professional, covers all aspects of trade show and event marketing management, including strategies and tactics for more effective show participation (e.g., purchasing an exhibit, selecting a transportation company, evaluating a show's buyer traffic, problem-solving), industry news and trends, new products/services, and a resource directory. 12 issues/$78 (new subscribers only), includes annual Illustrated Buyers Guide to Trade Show Displays and Accessories. Call 507-289-6556 or 888-235-6155, fax 507-289-5253. Go to http://www.exhibitornet.com. E-mail: ExMag@isl.com.

EXPO, the official publication of the International Association for Exposition Management (IAEM), has as its target audience those who plan, produce, and promote trade and consumer shows. Articles cover educational and business trends in the industry. Free to members and qualified suppliers/10 issues. Call 913-469-1110. EXPO also operates a comprehensive Web site at http://www.expoweb.com (see Online Resources below).

SEMINARS

The primary educational opportunities for those who plan and execute exhibit programs can be found at the two major industry conferences, the Exhibitor Show and TS2. (See Trade Shows and Conferences.)

A professional certification program, the Certified Manager of Exhibits (CME) is sponsored by TSEA (see Associations). You can earn the CME designation through a combination of education and experience. E-mail: alawlor@tsea.org.

TSEA and its Exhibit Industry Education Foundation offer several seminars: All Basics Covered--The ABC Course, which covers (as you might guess from its title) all the basics of exhibit marketing; Exhibit Management 2000; Achieving International Exhibition Success; and the Exhibit Marketing Institute (EMI). Call 312-842-TSEA; fax 312-842-8744; or register at TSEA's Web site, http://www.tsea.org/.

TRADE SHOWS & CONFERENCES

For a list of Industry Events, go to #9510, Calendar of Industry Events.

ONLINE SERVICES

The ExpoBase Web site offers efficient and user-friendly access to data concerning the tradeshow industry. Its primary feature is a multilingual Exhibition Databank containing more than 15,000 exhibitions worldwide. Updated daily, ExpoBase is a "virtual marketplace" where you can find information about the trade show and exhibition industry and its suppliers, register for exhibitions, conferences, and seminars, etc., and communicate with colleagues. Go to http://www.expo-database.com.

Proteus Tradeshow Marketing works with corporate exhibitors, independent exhibition organizers, and not-for-profit associations to maximize the potential of their involvement with exhibitions in support of core company missions, and to help apply decisive marketing principles to the trade show industry. Go to http://www.proTradeShow.com.

EXPO magazine operates a useful Web site, EXPOweb, at http://www.expoweb.com, billed as "both an educational resource and an online marketing vehicle" for show organizers. Its Resource Center includes information about the industry (such as statistics, industry terms and definitions, and a salary survey). Show Search is a worldwide index of trade shows, searchable by industry, date, location, official name, and acronym. Places to Go provides links to most industry associations and other useful sites. The Site Selection Companion offers info about cities; there is also a directory of Web sites of CVBs that have facilities offering at least 50,000 sq. ft. of exhibit space. Selected current and recent articles of EXPO magazine can be read online; the archives contain most features of back issues--all for free. The IAEM Industry Buyer's Guide is also free online. The Public Show Companion offers information on how to produce a public show. Classified ads include both career and business opportunities.

TradeShowTips Online, provided through the online community, eGroups, delivers free monthly tips on improving your trade show/exhibiting experience via email. The tips cover a variety of trade show issues, from pre-show marketing to booth staff behavior to following up on leads. To sign up for TradeShowTips Online, visit eGroups at http://www.egroups.com/subscribe/tradeshowtips or send an email to tstips@imagespecialist.com with the subject line "Subscribe TradeShowTips Online".

Trade Show Exhibitors Association (TSEA) operates a site on the Web, with association information and links to other services, reference libraries, industry statistics, news, and other information: http://www.tsea.org.

Center for Exhibition Industry Research (CEIR) operates a Web site at http://www.ceir.org.

International Association of Exhibition Management's Web site is at http://www.iaem.org.

Exhibitor magazine's Web address is http://www.exhibitornet.com.

Exhibit Designers & Producers Association's Web address is http://www.edpa.com/.

EMPLOYMENT RESOURCES

Tradeshow Week and Exhibitor magazines' classifieds sections list positions available. TSEA (see Associations) lists jobs available and positions sought, for members only, in its newsletter and on its Web site.

Many Web sites (see above) list job openings. In particular, EXPOweb, at http://www.expoweb.com, offers not only classified ads but a salary survey.