Industry Main terms ISO 25639 Exhibitions shows

Industry Main terms

ISO 25639 Exhibitions, shows, fairs and conventions ГОСТ Р 53103 -2008. Деятельность выставочноярмарочная. Термины и определения. Part 1: Vocabulary This part of ISO 25639 specifies terms and definitions that are commonly used in the exhibition industry.

Exhibitions, shows, fairs and conventions — They are grouped into the following four categories: — individual and entity, which lists and classifies the various types of people involved in the exhibition industry, — type of event, which defines the different types of exhibitions and their related meetings, — physical item, which describes the various component sizes of the exhibition, the types of facility and print material, and — miscellaneous.

Individual and entity For example,

Exhibitor (экспонент) entity that displays products or services accepted by the organizer, with personnel present at the exhibition, including main exhibitors and co-exhibitors NOTE 1 An entity can be a company, a body or an organization. NOTE 2 An exhibitor is sometimes also known as a “direct exhibitor”.

represented company entity whose products or services are displayed on an exhibitor's booth without personnel present NOTE 1 An entity can be a company, a body or an organization. NOTE 2 A represented company is not considered to be an “exhibitor” even though it can appear in an exhibition directory. NOTE 3 A represented company is sometimes known as an “indirect exhibitor” and it is not considered an “exhibitor”.

international exhibitor foreign exhibitor whose contractual address with the organizer is outside the host country NOTE Where the contractual address of an exhibitor does not represent its nationality, a written declaration by the exhibitor of its nationality can be accepted. Opposite to international exhibitor: national exhibitor domestic exhibitor local exhibitor

exhibitor staff exhibitor personnel during the official opening hours, employed by the exhibitor NOTE Exhibitor staff excludes third-party service providers.

visitor person who attends an exhibition, with the purpose of gathering information, making purchases or contacting exhibitor(s) NOTE Visitor excludes exhibitor staff, media personnel, service provider and organizer staff.

trade visitor who attends an exhibition for professional or business reasons NOTE 1 Trade visitor excludes media representatives. NOTE 2 A trade visitor is sometimes also known as a “buyer”.

general public visitor who attends an exhibition for personal reasons NOTE 1 A public visitor is sometimes also known as a “private visitor” or a “consumer show visitor”. NOTE 2 Public visitor excludes media representatives.

More visitors • international visitor • foreign visitor • national visitor • domestic visitor • local visitor • hosted visitor who is invited and sponsored to attend the exhibition

media representative journalist or reporter attending the exhibition

service provider third-party entity that provides products or services related to the exhibition NOTE An entity can be a company, a body or an organization

official contractor service provider appointed by the organizer to supply goods or services to the exhibition

sponsor entity that supports or endorses the exhibition or related activities NOTE 1 An entity can be a company, a body or an organization. NOTE 2 A sponsor is sometimes known as a “supporting or endorsing organization”.

organizer entity that produces and manages the event NOTE 1 An entity can be a company, a body or an organization. NOTE 2 The organizer is not necessarily the owner of the event. Co-organizer entity that forms a partnership with the organizer to produce and/or manage the event NOTE An entity can be a company, a body or an organization.

show management entity that manages an event NOTE An entity can be a company, a body or an organization.

attendee person attending an exhibition including visitor, exhibitor staff, speaker, delegate, media representative and any other verified admission category NOTE 1 Attendee does not include staff from the organizer and service provider. NOTE 2 When quoting figures for attendees, it is advisable to provide a full breakdown of admission categories.

total attendance total number of individual attendees NOTE When quoting figures for attendees, it is advisable to provide a full breakdown of admission categories

Type of event For example,

exhibition show fair event in which products, services or information are displayed and disseminated NOTE Exhibition excludes flea market and street market.

trade exhibition that promotes trade and commerce and is attended primarily by trade visitors NOTE A trade exhibition can be opened to the public at specific times.

international exhibition that attracts a significant presence of exhibitors and/or visitors from outside the host country NOTE Generally speaking, at least 10 % of international exhibitors or 5 % of international visitors constitutes “significant presence”.

public exhibition open primarily to the general public visitor NOTE A public exhibition is sometimes also known as a consumer show.

general exhibition Exhibition that comprises multiple business or consumer product and service sectors NOTE These sectors are not necessarily related to each other.

specialized exhibition Exhibition that focuses either on a specific business sector, or on several business sectors that are closely linked to each other NOTE Specialized exhibition is often open to the trade visitor, but can also be open to the general public visitor.

Some equivalents of general terms in different languages US-English European English German Tradeshow Fair Messe Exposition Exhibition Ausstellung Conference Congress Kongress Hall Exhibition Centre Messe-Halle Show-City Messe-Stadt Messe-Zug / Messe-Bus (special showtransportation in Germany)

The word ‘exhibition’ The word ―”exhibition” was mentioned as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show".

The word "exposition" goes back to the same origin as "exhibition". Expositions, rooted in old French, tended to be very similar to their English cousins, exhibitions. Expositions were held in facilities built specifically for them. In colloquial speech the concepts are used similarly

Exhibitions are not just collections of interesting objects brought together at a certain place and time. They are human activities, human enterprises, undertaken for definite reasons and in order to achieve certain specified results. They are a form of human exchange, whereby the promoters and exhibitors communicate with the visitors. Their results can only be told in terms of further human thought and activity.

Types of Exhibitions

TRADE FAIRS They have been the primary marketing medium of exporting countries. The exhibits are confined to one industry or a specialised segment of a special industry. They are more commonly known as trade fairs. Historically, trade fairs have been the primary marketing medium of exporting countries.

Trade shows or b 2 b shows do have certain distinguishing characteristics that set them apart from consumer or combined shows. The exhibitor is typically a manufacturer or distributor of products or services specific or complementary to those industries authorized at the show. The typical buyer is an industrial end user, or distributor, within the industry segment hosting the exposition.

Attendance is restricted to these buyers and is often by invitation only. Business credentials or pre-registration are usually required to qualify the buyer as a legitimate member of the trade or industry. An access or registration fee may also have to be paid prior to admission to the event.

Duration Trade show events may be as short as a single day or as long as seven to ten days depending on the markets being served. Some are held semi-annually. Most are held annually, a few biennially. Some large-scale industrial expositions are held once every three to seven years.

Expositions and exhibitions They have always been combined with the display of goods and products. Exhibitions differ from fairs in four major ways:

One-time events First, exhibitions are usually one-time events. They do not enjoy a recurring life cycle. However, while fairs run for a short period of time, many exhibitions run for months, some for a year or longer. The first representatives of this category were the World Expos.

Permanent facility Second, exhibitions are housed in permanent facilities built specifically for them. Starting in the 18 th century, the practice of building a facility for the purpose of housing an exhibition was the precursor of the exposition/convention centre industry.

Highly organized events Third, although fairs are held regularly, they are not highly organized events. Over time, religious and later civic leaders did take control of the grounds where fairs are held (usually public lands). Exhibitions, on the other hand, are highly organized events. They were initially created by government departments or committees for the purpose of promoting trade.

Stimulation of future sales Finally, exhibitions differ from fairs in the very way in which business is conducted. Goods are bought and sold at fairs. At exhibitions, commercial activity or selling the displayed goods is not usually involved. However, inherent in displaying goods is the hope of stimulating future sales. Today this is how most exhibitions still operate.

Horizontal and vertical fairs Initially, trade fairs were horizontal in their organization, with various products and/or services in specified industry groupings. A vertical organization is more commonplace today with the exhibits being confined to one industry or a specialized segment of a specific industry. Buyers are usually business members of an industry and often must be pre-qualified to attend the fair.

Examples of some trade shows Trade shows are b 2 b events. Companies in a specific industry can showcase and demonstrate their new products and services. Generally trade shows are open to trade visitors. They are attended by company representatives and members of the press. Nowadays, some of the trade shows, especially those for consumer goods, are also open to the public. Examples of trade shows are Ce. BIT and Hong Kong Electronics Fair (IT-industry).

2008 Canton Fair (China) • National Pavilion: 18, 207 Exhibitors • - International Pavilion: 514 Exhibitors • - Number of overseas buyers: 192, 013 • - Business Turnover: • Exhibition Space: 851, 000 m 2 $ 38, 230 Million –

CEBIT, Germany world’s largest show for the computer industry

Hong Kong Electronics Fair Asia's largest show for the computer industry

Thailand "Thaifex’’ – World of Food Asia is the central platform for the food and beverage business in Southeast Asia. More than 1, 000 exhibitors are expected to showcase their products at the trade. In 2008, 21, 833 trade visitors from 127 countries visited the event, and they saw 1, 011 exhibitors who represented 32 countries and regions. Many group exhibitors take part in Thaifex – World of Food Asia every year, such as those from China, France, Germany, Italy, Korea, Malaysia, Netherlands and Peru. • http: //www. worldoffoodasia. com

India SATTE What started as pure inbound, has now become a name for buying and selling Indian tourism. Hosting over 4000 tour operators from 40 countries worldwide.

Consumer Shows (public shows) Consumer shows are events that are open to the general public. Exhibitors are typically retail outlets, manufacturers or service organizations looking to bring their goods and services directly to the end user. A consumer show, or public show, is an event that serves specific industries or interests, held for a particular duration of time (1 to 10 days).

They include several shows: e. g. home shows, car shows, sportsman shows, computer and technology shows, and many others. The primary purpose of a consumer (public) show is direct selling. Buyers (consumers) are brought together with sellers of goods and services. Consumers benefit from a diverse product mix, expert advice, education and entertainment. Sellers benefit by immediate consumer purchases, product and brand awareness, public relations, research and development, and product testing.

The National Trade Center, Toronto, Canada Approximately 175, 000 people visit the annual National Trade Centre to experience the latest trends, product innovations and fashion-forward decorating ideas for the home. As the largest home show in North America, the National Home Show features more than 800 exhibitors offering a selection of home products and services that is second to none. It‘s a chance to get a sneak peek at the latest and greatest products for the home and to see what the future holds for homeowners across Canada. (http: //www. nationalhomeshow. com)

Consumer Show – Australia The Good Food & Wine Show has established itself as Australia‘s largest consumer food & wine exhibition. Since 2001, the Good Food & Wine show has grown from strength to strength and today over 120, 000 visitors flock to the Melbourne, Sydney, Perth and Brisbane events to shop, sample, stimulate their senses and meet their food heroes. http: //www. goodfoodshow. com. au

Consumer Show — Las Vegas, USA

The Consumer Electronics Show in Las Vegas is one of the most influential trade shows in the electronic world. At the CES Convention Las Vegas visitors and residents scour the floors for the latest and greatest offering a huge variety of the newest technological products. At each Consumer Electronics Show, trade show participants from the biggest names in the industry often announce or debut their newest product lines. This brings about major exposure to new products all around the world. Tech-junkies from near and far all head to Las Vegas each January for a week of the biggest headliners in the tech world. Las Vegas hotels and casinos fill up fast as thousands clamor to get to the trade show. http: //www. cesweb. org

Mixed shows are a combination of trade and public shows. Exhibition organisers tend to open their trade shows to trade and to public visitors.

Dubai International Jewellery Week

Dubai World Trade Centre organizer of the region's exhibition for jewellery and precious timepieces, presents Dubai International Jewellery Week. Based in Dubai's celebrated "City of Gold", Dubai International Jewellery Week reflects one of the world's most dynamic markets for luxury goods. It provides the perfect platform for global and regional manufacturers to meet buyers from the Gulf, North Africa, India and beyond. http: //www. jewelleryshow. com

Trade Show Statistics - Benefits of Attending Trade Shows are often hyped as the ultimate b 2 b marketing component and sales mechanism. . Here a few key statistics and facts :

statistics • 83% of the attendees have some kind of buying power • 85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof • 79% of the attendees say that attending shows helps them decide on what products to buy • 91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time

More … • Trade shows cost 38% less than sales calls • 81% testify that trade shows help attendees become aware of new products and services • Trade shows are the #1 business-to-business marketing spend to support sales beating out specialty publications, internet, promotions, and PR respectively • 91% of attendees tell us they get the most useful buying info from trade shows and events too

And more … • Trade show visitors will tell 6+ people about their experience • 85% of an exhibitor’s success lies in the performance of the staff • the quality of communication is critical, ineffective staffing equals ineffective exhibiting • 53% of exhibit managers say its “difficult” or “very difficult” to keep effective booth staffers

It is believed that exhibitions or trade fairs began almost 600 years before the birth of Christ. While no precise record is available, the book of Ezekiel (in the Bible) written in 588 BC, contains many references to merchants trading in a "multitude of the kinds of riches with silver, iron, tin and lead". Ezekiel also talks about the city of Tyre which was an important center of trade and commerce.

1851 The ‘Great Exhibition’ Queen Victoria decided to create an exhibition symbolising the industrial, military and economic superiority of Great Britain. In addition to this she felt it important to parade her achievements alongside the ‘less civilised’ countries

By just creating an exhibition conveying the feats of Britain itself it would have lacked the technological advancements pioneered by Great Britain and its many Empires. In order to celebrate everything that the country has achieved, the Queen decided to parade all of the accomplishments to both Britain and the rest of the world. Queen Victoria was eager to reinforce her feeling of contentment with her reign, so her husband Prince Albert conceived the idea of the ‘Great Exhibition’. The great Exhibition was held in Hyde Park, London at Crystal Palace which was especially constructed to hold this exhibition. Constructed by Joseph Paxton, The Crystal Palace was built in ten days and was a huge iron structure covered in over a million feet of glass.

The ‘Great Exhibition’ was the first exhibition of manufactured products. This influenced several aspects of society, including art, international trade and relations and tourism. And was the beginning for many international exhibitions in the future, attracting 6, 200, 000 visitors to view the 13, 000 exhibits.

World Expo 1889 – World Expo in Paris hosted over 61, 722 exhibitors (55% were French). It was a symbol for the beginning of the French Revolution, the Eiffel Tower was built especially for the exhibition and was kept because of its success. 1901 – World Expo in Buffalo, unfortunately remembered due to the U. S President William Mc. Kinley being assassinated at this exhibition. Products showcased included the x-ray machine, and electric lighting.

Since the 1960 s, Trade shows and exhibitions are extensively used as prominent part of marketing strategy. Their relative importance is reflected in their promotional expenditures. Larger amounts are spent each year on trade exhibitions than on magazine, radio, and out-door advertising.

Typical activities of an event (exhibition) manager’s role • researching markets to identify opportunities for events; • liaising with clients to ascertain their precise event requirements; • producing detailed proposals for events (e. g. timelines, venues, suppliers, legal obligations, staffing and budgets); • agreeing to and managing a budget;

• securing and booking a suitable venue or location; • ensuring insurance, legal, health and safety obligations are adhered to; • coordinating venue management, caterers, stand designers, contractors and equipment hire; • organising facilities for car parking, traffic control, security, first aid, hospitality and the media; • identifying and securing speakers or special guests;

• planning room layouts and the entertainment programme, scheduling workshops and demonstrations; • coordinating staffing requirements and staff briefings; • selling sponsorship/stand/exhibition space to potential exhibitors/partners; • preparing delegate packs and papers; • liaising with marketing and PR colleagues to promote the event;

• liaising with clients and designers to create a brand for the event and organising the production of tickets, posters, catalogues and sales brochures; • coordinating suppliers, handling client queries and troubleshooting on the day of the event to ensure that all runs smoothly; • overseeing the dismantling and removal of the event and clearing the venue efficiently; • post-event evaluation (including data entry and analysis and producing reports for event stakeholders)

International organisations UFI – the Global Association of the Exhibition Industry

Code of E t h i c s As a Member of UFI, The Global Association of the Exhibition Industry, • • • We agree to uphold the principles of respect, integrity, responsibility and professional behaviour in the conduct of our business and in our relations with our clients and colleagues. We believe that a commitment to ethical conduct is a constructive approach to successfully achieving our professional goals. We will conduct professional activities in accordance with accepted standards, laws and regulations. We will respect UFI's Statutes, Internal Rules and all obligations arising from membership. We will provide accurate, reliable information concerning our activities and commitments. We will write contracts in such a fashion that they are clear and fair and honour them accordingly. We will recommend service suppliers who are professionally sound and who are in compliance with recognised standards of health, safety and the environment. We agree to respect the intellectual property of others and to protect the confidentiality of privileged information provided to us during business activities. We will strive to continually improve the level of our professional competence and ability. We will support the organization's activities as it promotes, serves and represents the trade fair and exhibition industry.

trade shows - are a selling medium; - serve as vehicles for advertising and publicity; The primary role in the marketing strategy is that of a selling medium. Depending on the type of product being exhibited, selling activities can involve booking orders or developing leads for future sales. If show regulations permit, they can even involve selling products directly at the exhibit. Trade shows also serve as vehicles for advertising and publicity. Exhibits can be very effective three-dimensional ads as well as collection points for names for direct-mail lists. They can also command the attention of the news media, which regularly cover shows in search of stories on new products and new approaches

UFI’s objective

For each of these elements, UFI has defined the key indicators to provide on a regular basis

Europe and North America, followed by Asia offer the highest venues capacities, with respectively 48%, 24% and 20% of the total indoor exhibition space.

The size of venues also varies from one region to another. 55 venues – 36 of them being in Europe and 12 in Asia – have an indoor exhibition space of 100, 000 sqm and more.

15 venues have an indoor exhibition space of 200, 000 sqm and more.

• In terms of countries, 5 of them (USA, China, Germany, Italy and France) account for 59% of the total world indoor exhibition space. • 34 countries have a minimum of 100, 000 sqm of indoor exhibition space.

UFI member venues. Today, UFI Members who operate venues manage 211 venues. That is 12 more than in 2006. The total exhibition space managed by UFI members has grown by 2, 3% a year in the 2006 -2010 period. It is anticipated that this rate will slow to a 0, 9% annual increase during the 2010 -2012 period.

The different regional trends are interesting to notice. UFI member venue capacity in the Asia / Pacific region increased by more than 40% since 2006. This is significantly more than in the other regions It should ne noticed however that the UFI 13 regions. Membership in the Americas is not necessarily fully representative.

Let’s look at the event side of the exhibition industry. In 2009, UFI released global estimates on the number of exhibitions, and the size of the exhibition market in terms of net rented exhibition space. The total number of exhibitors and visitors was added in 2010. These figures should be considered as a minimum, as we only considered: - events with a minimum of 500 sqm of net exhibition space - direct exhibitors.

It is estimated that the global market, measured in terms of total net space rented by organizers, decreased by 6% between 2008 and 2010. The breakdown by region is shown of the chart. One significant change is the shift of 2% of the global market share from Europe to Asia / Pacific. However, the European market is still more than double the size of the Asia/Pacific market.

• The “top 10” national markets, in terms of exhibition space rented, remain the same. • However, most of them have suffered from a decrease between 2008 and 2010. • Only 2 countries saw an increase of the size of their market: China and Brazil.

UFI also provides some metrics on characteristics and trends of the different regional exhibition markets. This first analysis is based on 2 large databases: the one related to Euro Fair Statistics for Europe (related to most audited events / accounts for 40 to 45% of the European market) and the BSG database, which identifies most B to B events in Asia and accounts for around ¾ of that market. Average duration, size of booth and number of visits could be calculated for Europe and the average size of exhibitions for both regions. The average exhibition size was, in 2010, 25% higher in Europe than it is in Asia.

UFI also provides metrics by exhibition industry sector. This first analysis is based on the events of 2010 only. It shall be enriched in 2012 with data from 2011 in order to take into account the biennial events held in odd years. This will significantly impact these results for some industries. It is planned to also include data from North America. It shall also be remembered that neither of the databases used for this analysis represent the complete regional market. Nevertheless, it provides a first look at the top 10 industries represented and it is interesting to notice that the top 6 industries represented are the same, and in the same order, in both regions.

• This comparison confirms the smaller size of exhibitions in Asia compared to the one in Europe. • However this difference does not apply to the same extent in all sectors.