Exhibitions and fairs around the world. Coursework international exhibitions and fairs in russia. the method of participation in a fair or exhibition is determined

Fairs provide an opportunity for a wide range of manufacturers, consumers, and intermediaries to enter into direct commercial contacts, contributing to the regulation of supply and demand, and the activation of business initiative and storytelling.

The role of fairs is that their activities are related to:

With the study of the commodity market;

Analysis of customer needs;

Product design according to the selected market segment;

Finding the optimal price that reflects the nature of the product and the demand for it;

Regulation of goods movement

The fairs function for the following purposes:

1) demonopolization in the spheres of production and circulation;

2) increasing the reliability of the provision of enterprises

necessary goods;

3) reducing the commodity deficit;

4) independent establishment by the parties of business and rational economic ties;

5) the formation by manufacturers of plans for the production of products, expansion and renewal of its assortment;

6) increasing the output of high-quality products, taking into account the demand of consumers;

7) involvement in economic circulation of unused, surplus products; secondary resources; substandard materials and products;

8) activation of interregional commodity exchange operations;

10) identification of the real market demand for specific products;

11) provision of information, commercial and intermediary services

... Wholesale fair is a short-term and periodic (less often - permanent) form of the wholesale of goods and the conclusion of purchase and sale transactions based on the examination of samples of goods

The main features of the wholesale fair are;

1. Wholesale of goods according to the exhibited samples

2. Frequency of carrying out

3. Setting certain dates and a certain place for all participants

4. One-time and massive participation of sellers and buyers. The prototypes of modern fairs have been known since the 2nd century BC

In the process of the evolution of the fairs, the following stages can be distinguished: 1. At the beginning, the market was fairs for agricultural products and fairs for the specialization of artisans. In the future, the latter more often specialized in goods for individual consumption.

2. Subsequently, the fairs (they were only commodity - what is produced is what is sold) become fairs of samples, according to which wholesale contracts are laid

3. The modern stage of development of fairs is characterized by the transformation of fairs of samples into fairs of ideas. Along with the goods, the latest technologies and know-how are already being implemented here. Thus, the fair becomes a place to demonstrate the latest achievements of scientific and technological progress, which was at the beginning the exclusive right of exhibitions.

The subject of trade at fairs can be goods and other material values, pre-ordered, planned for production and delivery in the near future, or those that are made in advance and delivered to some regions, but accumulated there in excess, and therefore require constant movement to others. regions with active demand for them. They are presented in samples, brochures, brochures, catalogs, drawings, posters, photographs, slides, films and videos. Scientific and technical developments are also exhibited at fairs in the form of natural exhibits, models, design and technology, patent and licensing documentation, and in.

Wholesale fairs are very diverse in terms of the nature of their activities; economic value; the volume of goods turnover, etc. In the variety and varieties of wholesale fairs are their essence and features

Wholesale fairs can be classified according to the following criteria:

1) commodity specialization - an item of trade;

2) territorial scale;

3) the nomenclature of goods sold

If the characteristics of the product specialization of fairs use the concept of "subject of trade", then fairs are divided into:

1) fairs for the sale of consumer goods;

2) fairs of products for industrial and technical purposes

Depending on the nature of trade operations in fair trade, two areas can be distinguished:

1) a fair for the sale of products entered into primary circulation;

2) a fair for the sale of unused and surplus products

Recently, fairs combining both directions have been spreading. However, despite the attractiveness to buyers, they are expensive.

On a territorial basis, the scale of activity and the volume of trade, the fair can be divided into:

1) international;

2) national;

3) regional;

4) local

There are 10 types of fairs depending on the specialization:

1) agriculture and forestry, as well as equipment related to these areas;

2) foodstuffs, catering establishments, hotels and related equipment;

3) textiles, clothing, footwear, leather production and related equipment;

4) public robot (civil engineering, finishing works) and related equipment;

5) housing, everyday life and related equipment *

6) health, hygiene, safety, environmental protection and related equipment;

7) transport and transport equipment;

8) informatics, communications, office equipment, books and related equipment;

9) sports, recreation, leisure;

10) trade and household services and related equipment

Depending on the range of goods sold, fairs are distinguished:

1) universal, 2) specialized

The place, time and theme of the wholesale fair are determined by the relevant institutions with the participation of commercial structures, enterprises and firms.

The fair is usually preceded by work:

1) on the study of demand, supply, market conditions, the state of the market infrastructure, economic ties;

2) to determine the volume and range of products offered for sale at the fair;

3) to identify uninstalled equipment and unused products, secondary resources

For the general management of a particular fair, a fair committee (fair) is formed, which is endowed with broad powers and is responsible for the implementation of the tasks facing it. The fair includes representatives of government, commercial structures, industries, trade, enterprises, firms and other organizations. The committee is headed by a person from the department, under whose auspices the fair is held. The Fair Committee performs the following functions:

1) determines the composition of participants, working bodies (directorate, arbitration, marketing groups, accounting for contracts, etc.) necessary to complete the tasks;

2) coordinates and approves the schedules of organizational measures for equipping exhibition areas and their mode of operation; arrival of participants; meetings of representatives of sellers and buyers to agree on a reserve range of products; execution of documentation, terms of delivery

3) provides information, technical, consulting, everyday and cultural services to the participants;

4) determines the amount and procedure for the costs of organizing and holding the fair

At permanent fairs, the fair committee forms a directorate, which:

1) monitors the implementation of accounting, operational, statistical reporting;

2) concludes contracts necessary to ensure the activities of the fair;

3) manages the working bodies of the fair;

In Ukraine, 30,081,995 rubles were approved. Regulation No. 693 "On the establishment. Of the Interdepartmental Committee for the Organization and Holding of Interregional Wholesale and Industrial Fairs "and. Regulations on the procedure for conducting mijobl by regional wholesale and industrial fairs.

B. Regulations indicate that no later than. 30 days before the start of the fair, its organizers must send out invitations to the participants of the fair. In the event of a change in the date of the event, the organizers inform the participants no later than 10 days before the previously set deadline.

The invitation indicates:

1) the place and time of the fair;

2) type and product orientation of the fair;

3) the amount of funds for participation in the fair;

4) the procedure for the distribution of the exposition area and the admission of exhibits to participate in the fair, advertising of goods and other conditions

for details see. Regulations for a specific fair, in particular, it specifies information on the forms of participation in the fair that the fair offers. The following forms of participation are most typical:

1) as a seller (exhibitor) using the stand;

2) as a buyer;

3) correspondence participation;

4) collective participation;

5) accreditation

... Absentee participation provides for:

... Collective participation means the union of any firms that can participate in one typical or specialized workplace or stand

... Accreditation provides for participation in all events, the conclusion of transactions, but without the right to present their products - this form of participation unites potential buyers

For any form of participation, you must first pay a registration fee

Subjects entrepreneurial activity those wishing to take part in the fair must submit a written application to its organizers no later than 15 days before the start of the fair

V application for participation the fair contains the following items:

1. Full name of the company (organization)

2. Abbreviated name - used for an inscription on the stand

3. Initials of the director or official representative of the organization

4. Address - legal, postal

5. Phone, fax, e-mail

6 bank details

7. Number and date of the payment order, which paid for participation

8. Amount of the entrance fee

9. Information about the products supplied

10. Type of participation in the fair

11. Information on the required exhibition area

12. Types of additional services

13. Terms of delivery of exhibits

14. Special conditions- to the design of the exposition and advertising of products

15. Hotel reservation

16. Payment for participation and services

An agreement for participation in the fair is concluded between the participant of the fair and the fair committee. ... The main terms of this contract:

1. The Subject of the Agreement. It is indicated that the fair organizes the fair and promotes the conclusion of mutually beneficial trade agreements both between the participants of the fair and between them and third parties, and the participant provides goods to the fair for further sale.

2. Rights and obligations of the participant. The participant has the right:

2) conclude contracts for the sale of goods;

3) represent interests and conclude contracts on behalf of others individuals;

4) require the organizers of the fair to comply with the conditions of its holding

The responsibilities of the participant include:

1) registration at the fair;

2) provision (for sellers) of samples of goods in accordance with the requirements of applicable standards, catalogs, brochures and other materials characterizing the goods;

3) providing complete information about the product that is sold at the fair;

4) the presence of the appropriate authority to conclude contracts

3. Mandatory fairground committee. These include:

1) ensuring conditions for the successful functioning of the fair;

2) supplying participants with the necessary premises, documentation and the provision of marketing, financial and legal consulting services;

3) production on the basis of information provided by the participant, catalogs, brochures, etc .;

4) ensuring the safety of goods;

5) independent decision disputes between participants or instructions to resolve disputes of an arbitration tribunal created by him with the subsequent approval of the decisions of the arbitration by the fair committee;

6) the sale of the price and on its own terms the samples of goods transferred by the participant on the basis of his written permission

4. The procedure for paying for the activities of fairs. Granting the right to fair, as well as the allocation of premises and each additional service paid by the participant according to one of the options:

1) the participant can transfer to the account of the fair a specific amount of money, which includes a fee for the right to participate in the fair; payment for the provision of premises, security and storage; financing and legal advice, marketing services

2) by agreement between the fair and the participant, the amount of payment for the activities of the fair committee is determined in the amount of a certain percentage of the amount of trade operations expected to be concluded;

3) payment for the activities of the fair committee is determined in the amount of a certain percentage of the amount of all concluded transactions, it pours not less than the established amount

All amounts due to the fair committee must be paid by the participant no later than the agreed period for not paying the named amounts deprives the party to the contract of the right to participate in the fair

The most convenient and expedient is to hold a fair for 4-5 days, with an expedient frequency of once every six months, it is generally accepted to organize fairs in the fall, when transactions of the next rock are concluded.

Producers, consumers, intermediary organizations require continuous information support

In this regard, a significant role in the commodity market is assigned to permanent or periodic exhibitions of industrial and technical products and consumer goods. In Ukraine, more than 20 large specialized firms and state enterprises are actively engaged in this activity.

The International Bureau of Exhibitions defines an exhibition as "a show whose main purpose is to educate the public by demonstrating the means at the disposal of mankind to meet the needs of one or more of its fields of activity or its future prospects.

The most important advantage of the exhibition for the buyer is the opportunity to see the goods in nature, and often in operation. The buyer compares homogeneous goods, advertising literature and makes an opinion about the level of that. Owari, the nearest perspectives of trade. From a seller's point of view, an exhibition is one way of competing that you can use to your advantage. Sectoral whistles are especially effective in this sense. Here you can distribute a significant amount of information within 1-2 days, bring it to the attention of the audience, which would take many months to reach with the help of individual contacts. Very often, an exhibition is a convenient way to bring a new product to the market.

The first industrial exhibition was held in. London in 1761, further exhibitions gradually took the path of commercialization. From a simple show of technology and technology news, they turned into events during which trade contracts were negotiated. That is why the term "exhibition" and the term "fair" have acquired somewhat close semantic meaning and are often used as synonyms. The differences remained in the organizational plan.

Exhibitions and sales exhibitions were systematized according to the following criteria - goals, objectives, directions, topics

The goals should be ranked according to their importance, relevance and priority of achievement. Along with the goals, specific ways of achieving them should also be indicated. The purposes of holding exhibitions can be:

1) provision of exhibition and information services to enterprises, organizations, persons engaged in self-employment

3) informing potential consumers about new products, the scope of its application and the possibility of purchasing;

4) exchange of commercial information with other regions, which contributes to the rationalization of economic ties;

5) coverage of achievements and prospects in the development of science and technology, development and implementation of new technology, progressive technological processes;

6) determination of the possible demand for goods that are being developed;

7) comparison of these products with those of competitors;

8) conclusion of transactions

Performing one of the marketing functions, exhibitions in modern conditions solve the following tasks:

1) market research;

2) timely provision of information to participating enterprises;

3) development of direct personal contacts with new partners

4) constant adaptation of the offer to the differentiated requirements of the market, research of its tendencies;

5) timely improvement or rationalization of product updates depending on changes in consumer requirements;

6) active development of marketing, especially in the field of product promotion to the market;

7) systematic analysis of the conditions of competition, qualitative improvement of commercial offers, change in production orientation;

8) development of various types of business cooperation

According to experts, the scope of the exhibitions at the beginning

XXI century will be defined as follows:

1) global- where supply and demand will be concentrated on a global scale;

2) European- which will serve as a mirror of the European market;

3) local- limited range, in relation to the specifics of the region;

4) European regional- the scope of which will be narrower than in the pan-European, but much wider than that of ordinary regional exhibitions

Trade shows are subdivided into the following types:

1) at the venue;

2) by the frequency of the event;

3) in the direction of work;

4) by type of offer;

5) depending on demand

1. At the venue:

1) exhibitions held on the territory of the country;

2) exhibitions held abroad

Exhibitions are divided into regional, interregional, national and international

... Regional exhibitions have a range of up to 100 km, represent one or more industries, and are designed to showcase the capabilities of small businesses

... Interregional exhibitions have the same structure, but a larger range and attract more businesses

... National exhibitions- this is a kind of showcase of national industries, carried out on the territory of the country or abroad with the aim of demonstrating products of national production and stimulating their sale, have an intersectoral character.

... International character purchase those exhibitions in which exhibitors from foreign countries take part, which must be at least 10-15% of the total number of participants

Depending on the specialization, organizational characteristics and level of holding, the following main types of international exhibitions are distinguished:

1) international specialized exhibitions, the subject of which covers the whole branch of science and technology (for example, "Chemistry");

2) international specialized exhibitions (salons), the subject of which covers certain areas of the sub-branch of science and technology (for example, "Welding", the Bourget air show);

3) international exhibitions held within the framework of congresses, conferences, symposia

2... By the frequency of the exhibition there are:

1) periodic - after two, three years;

2) annual;

3) seasonal

The frequency depends on the variety of products (exhibits) that are offered and the conditions of competition. So, fashion shows can take place 2-4 times a year, and demonstrations of new technologies - with an interval from 2 to 5. Rocky.

3... By areas of work distinguish between:

1) trade shows where goods are sold or orders are received;

2) informative exhibitions;

3) exhibitions held with the aim of developing communications and establishing contacts

4... By type of offer exhibitions are:

1) universal;

2) diversified;

3) industry

5depending on demand distinguish between:

1) exhibitions of consumer goods; 2) exhibitions of investment (industrial) goods;

3) technology exhibitions;

4) investment exhibitions, etc.

In addition, exhibitions can be permanent or mobile. So, for example, in. USA has about 200 permanent exhibition centers (industry and non-industry)

Deserve special attention. World Trade Exhibitions, which appeared at the beginning of the 19th century. They reflect the technological development of all mankind and become a significant political and cultural event. In honor of such exhibitions, architectural masterpieces are often created: for example,. Crystal Palace v. London (1851) or. Eiffel Tower (18899).

... World exhibition is an event aimed at demonstrating the means that humanity has at its disposal to meet its many-sided needs. So, in 2000 there was a world exhibition "EXPO-2000" in. Hannover under the motto "Dina-Nature-Technique" The next world exhibition will be held in Japan in 20055 r.

In the Ukrainian exhibition business, such powerful firms as VneshexpoBusiness, the National Exhibition Center, and the Ukrainian Chamber of Commerce and Industry have a solid reputation.These largest exhibition organizers have a database of firms in various industries that are in contact with a fairly wide range of potential exhibitors.

Regularly prestigious and representative specialized exhibitions are held. Among them are such famous ones as "World of Arpo", "EN-TER" EX "," Autosalon. MAS "and others. They are organized by Ukrainian firms" Primus-Ukraine "," Euroindex ",". Autoexpo ",". Galician contracts ",". Marine technologies ",". Expodonbass ".

The largest exhibition of computer technology in Ukraine is very popular among professionals. software, communications and office equipment - "ENTER" EX ". This exhibition is a product of labor and fantasies of the advertising and publishing firm "Euroindex".

actively engaged in exhibition activities in. Kiev ,. Odessa ,. Lvov ,. Dnepropetrovsk and. Donetsk

The dynamics of exhibitions in the specialized exhibition center "EXPODONBASS" for the period from 1998 to 2001 is shown in Fig. 113

Number of exhibitions

for the period from 1998 to 2001

The process of organizing an exhibition is a complex set of organizational, contractual and, in some cases, diplomatic measures. Sometimes the organization of a large exhibition takes 1-2 years

Preparation and holding of the exhibition includes the following stages

1. Making a decision to hold an exhibition

2 official announcements of the exhibition, indicating the goals, main topics, deadlines for submission of applications and the work of the exhibition

3. Formation of the management structure for the preparation and holding of the exhibition. Acceptance of applications for participation in the exhibition. For example, at large exhibitions, it ends, as a rule, 2, 3 or 5 months before the start of ro. About the exhibition.

4. A set of preparatory organizational and technical measures (distribution of the exhibition area among the participants, determining the amount of advance payments, etc.)

5. Installation of the exposition - must be completed 4 $ h before the opening of the exhibition

6. Grand opening of the exhibition and official viewing

7. Opening of the exhibition for visitors

8. Provision work program Exhibitions

9 official closings of the exhibition

10. Dismantling of the exhibition exposition

11. Summing up the results of the exhibition

Exhibitions function at the expense of cash receipts, namely:

From the contributions of its members;

Visitor entrance fee;

Leasing of exhibition space;

Publications of commercial information materials;

Orders for the decoration of the work;

Publishing activities;

Received under contracts with superior organizations

The organizers of the exhibition can set the terms for refusal to participate in the exhibition and return of registration fees. For example, if a participant refuses to participate 15 days before its start, then 100% of the registration fee is returned to him, and if later than the specified time, the fee is not refundable.

To participate in the exhibition, the participant must submit an application for participation to the organizers (the content of the application is similar to the application for participation in the fair)

On average, the expenses of large firms in exhibition events account for 5-30% of all funds spent on marketing communications. Moreover, for those enterprises producing consumer goods, this figure is slightly lower (5-10%), and for producers of means of production - higher - 30-35%.

A typical cost structure for exhibiting is as follows:

Rental fee -15-20%;

Installation of the exposition - 40-50%;

Dismantling of the exposition - 5-10%;

Hospitality expenses - 15-25%

During the formation of market relations, the need for exhibitions is explained by a number of reasons:

1) exhibitions contribute to the formation of new contacts between enterprises;

2) the exhibitions themselves today, more than ever, contribute to familiarization with a new type of product, technologies;

3) with a decrease in the role of administrative management, exhibitions act as a tool for analyzing and forming the level of quality and prices of products

There are many problems in organizing exhibitions and fairs due to the following:

1) poor development of the market infrastructure;

2) insufficient number of exhibition space and their inability to hold exhibition and fair events;

3) lack (to a certain extent) experience

All of these problems are aggravated by the general recession in the economy.

The main disadvantages of modern exhibitions and fairs can be divided into three groups:

1) financial and economic;

2) organizational;

3) service and household

1. Experts associate financial and economic shortcomings mainly with inflation. Expenses for renting premises, transport, handling equipment, security, advertising, decoration and other services are significantly increasing in comparison with previously established rates.

2. It is possible to distinguish two groups of organizational problems typical for any exhibition and associated with the preparatory period preceding the exhibition, and the activity of participants during the work of the exhibition, as well as the holding of related events (contests, seminars, meetings). An analysis of the work of exhibitions (and fairs) shows that in the preparatory period the role of the advertising campaign should be significantly intensified, aimed at the timely delivery of information to interested enterprises and individuals. During this period, it is important to develop a real reasonable estimate of income and expenses, to take into account all the expenses. During the exhibition (fair), the organizers must promote the activity of the participants. To do this, it is necessary to think over the mechanism of benefits and incentives.

3. A very large role is played by shortcomings in the proper level of service and consumer services: the premises are not sufficiently adapted, the equipment is not transformed and not mobile, there are no additional service and household appliances, furniture is not properly organized. Binding.

Fairs and exhibitions as one of the forms of ensuring the activities of enterprises in the commodity market have good prospects in a market economy

The peculiarities of the development of fairs and exhibitions are currently being determined by the progress of market reforms. Only in the conditions of a market economy and the presence on the market of enterprises capable of independently establishing yuvat and developing economic ties, guided by the criteria of profitability, wholesale fairs and exhibitions can become as effective as possible.

The formation of a market infrastructure contributes to the development of specialized exhibitions and fairs, providing an expansion of the volume of products offered by one product group.

The appearance on the market of new entities offering similar goods and services to the consumer makes it necessary to hold sales exhibitions, where consumers can familiarize themselves with the products of all manufacturers, offer these goods, and compare their quality characteristics.

The construction of goods and services of competing firms in one place and at the same time, they have equal conditions for presenting their own products, attracting by means of wide information the maximum number of potential consumers of these products - these are factors that allow us to consider that fairs and exhibitions are very promising in the future and can become an important link in the infrastructure of market economies.

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International Exhibition- this is the display and demonstration of goods in front of foreign experts, consumers and the general public in order to familiarize themselves with the advanced achievements in the relevant industries and the results of scientific progress.

International exhibitions can be worldwide(EXPO), universal, thematic, specialized or industry-specific. The world EXPO exhibitions do not pursue commercial goals and are predominantly of a political, scientific, economic and propaganda nature; the overwhelming 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 the exhibited samples and cover all or most sectors of the national economy. Representative examples of exhibitions of products and services of related industries are thematic exhibitions eg exhibitions "Health Protection", "Protecting the Environment", "Ocean", etc. On specialized the exhibitions exhibit goods of one or related branches of production and / or science.

Short term exhibitions are limited to no more than three weeks. Permanent exhibitions usually organized at diplomatic consulates abroad. One of the varieties of exhibitions of this type are also shopping centers which organize specialized exhibitions of the goods of the respective country abroad. They provide free exhibition space to interested companies and organizations of their country, assist in organizing an exhibition stand, pay for the installation and dismantling of exhibits, provide exhibitors with information about the situation and the situation on the local commodity market.

Mobile e exhibitions are organized using means of transport, for example, floating exhibitions on board ships, in aircraft cabins, exhibitions in vans.

The most effective in terms of marketing and increasing sales are trade and industrial exhibitions, especially specialized branch, devoted to a separate (often rather narrow) branch of the national economy, applied science and technology. It is such exhibitions that have received especially great development in recent decades, and there is a tendency for their specialization to grow. There is an increase in the number of exhibitions of products of the machine-technical group. Machines and equipment are effectively shown to potential buyers in action, in working mode, which makes it possible to visually acquaint visitors of the exhibition with their technological properties, design features.

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 conduct is to conclude commercial transactions not only nationally, but also internationally. The main difference between the fair and the ordinary market is that it is prohibited to sell goods with a take-away, i.e. trade is carried out strictly according to samples, although the sample itself may be sold at the end of the trade. The most famous international fairs are recognized as the Hanover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.

In recent decades, the border between exhibitions and fairs has practically disappeared, since now, not only at fairs, but also at exhibitions, trade is carried out according to samples, deals are made, marketing, commercial and advertising and propaganda work is carried out, which also includes PR-actions.

At the Vienna Congress of the Union of International Fairs in 1977, the following classification of international fairs was approved:

I. Industry-wide fairs (3 groups):

A.1. - technical and consumer goods;

A.2. - technical;

A.Z. - consumer goods.

II. Specialized fairs and (10 groups).

Groups of specialized fairs B.1. - AT 9. compiled in accordance with the needs of the person (food, clothing, housing, self-care, movement, communication and information, entertainment). Each of the groups includes both finished products and related equipment.

Currently, in European countries, the classification signs are narrowed. It is customary to group fairs / exhibitions both on a territorial basis (origin of exhibits) and on a thematic basis (a single concept or specific groups of products / services presented). Fairs and exhibitions are considered international with a significant number of foreign participants (usually at least 10%) and professional visitors (usually at least 5%). Interregional fairs and exhibitions offer the consumer products and services produced by several regions. Local(regional) fairs and exhibitions showcase the products and services of predominantly producers in the region.

MEANING: Trade fairs allow, in a short time, with the help of individual contacts, to reach a wide audience of potential consumers and buyers with relevant information about the product. Potential consumers, buyers and technical specialists have the opportunity at an exhibition-fair to inspect the exhibited goods, in some cases to get acquainted with them in action, advertising information and information and technical literature, to compare the same type of goods, their quality and commercial characteristics, to find out the most advanced samples from a technical point of view, to identify promising areas scientific and technological progress, establish contacts with representative companies-exhibitors, negotiate, conclude contracts, get an idea of the immediate prospects for trade, listen to reports and messages at information and training seminars, symposia and conferences, etc.

Based on global experience, exhibition / fair events are classified according to five main criteria:

 geographical composition of exhibitors: worldwide, international, national, interregional, local, etc .;

 thematic (sectoral) principle: universal, specialized;

 the significance of the event for the economy of the city / region / country: federal, interregional, local significance;

 territorial location: held on the territory of their own country or in other countries;

 operating time: permanent (0.5 g., 1 year), temporary (from 0.5 to 5 months), short-term (from 2–5 days to 0.5 months).

Sales promotion

Under sales promotion means short-term promotions, the purpose of which is to induce the buyer to make a purchase immediately or within a certain period of time (during the period of the promotion).

Sales promotion activities can pursue various goals: promoting a new product to the market and encouraging the buyer to make the first purchase; stimulation to making a repeated or multiple purchase; attracting new segments of buyers to the store; sale of poorly traded and illiquid goods, etc.

Price stimulation. Price simulation is a stock to reduce the price of certain commodity groups

Or categories. Price incentives can take many forms.

Price discount as a percentage of the value of the product. This method of stimulating sales is advisable when it is necessary to get rid of inventory leftovers, illiquid and poorly circulated goods, goods with an expiration date, etc. (price discount of 10, 30, 50%)

Establishing a new product price. Similar to the previous one. Often these two methods are used together, when, in addition to specifying a percentage discount, the old and new prices are placed on the price tag of the goods. In this case, it is easier for the buyer to assess the size of his benefit. However, setting a new price can also act as an independent way to stimulate sales.
Discounts on second and subsequent purchases. The main purpose of this sales promotion method is to increase the total purchase amount and sell less popular items. In this case, there may be different options for using this method (1 purchase - 20%, the second - 30%).

There is another version of this method of stimulating sales, when goods are formed into sets the cost of the set is set lower than if each of the goods were purchased separately.

Price discount during certain opening hours of the store. The purpose of such a promotion is to increase the flow of buyers during those hours when the level of attendance is at its lowest.
Simple discount programs... This promotion assumes that the owner of a simple discount card is entitled to a price discount on all subsequent purchases in this store or in the store of this trading network... (issued free of charge or after purchase for a certain amount).

Accumulative discount cards. The amount of the discount is not fixed, but grows as the customer makes repeat purchases in the store.
bonus program... In this case, the buyer is issued a bonus card (usually subject to the same conditions as the discount card), to which certain points (or bonuses) are credited with each purchase.
Another way to stimulate sales is to accept a used product in exchange for a new one at a certain surcharge.

Gift stimulation. This type of sales promotion assumes that when making a purchase, the buyer receives a promotion in the form of a gift.
(every 10th, when buying for a certain amount, etc.)

Similar information.

Exhibitions and fairs take a special place in the arsenal of tools advertising impact, since they represent very wide opportunities for the demonstration of advertised products for establishing direct contacts with direct buyers and consumers.

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

A trade fair is 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 visitor-merchant gets a clear idea of their entrepreneurial opportunities, then as an exhibitor, with the help of the exhibited goods, he seeks to disseminate information about his company and its products and to conclude direct trade deals.

A trade and industrial exhibition is 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 consumers about their company and its products with the final the purpose of promoting sales.

The fairs were born as a market event with the main purpose of marketing. In contrast to them, 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 orientation.

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

It should be noted that the custom established at many trade fairs / exhibitions to allow visits to a non-commercial public 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 cover a radius of 100 km, represent one or more industries, and are primarily intended to showcase the capabilities of small businesses.

Interregional ones have the same structure as regional ones, but they have a wide range of operations and are usually addressed to larger enterprises.

National fairs and exhibitions, dating back to the late 18th century and originating in France, are a showcase for local industry. They are held domestically and abroad with the aim of demonstrating nationally produced products and promoting their marketing and are usually cross-sectoral in nature.

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

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

Among international exhibitions, one should highlight world exhibitions, the purpose of which is to show the achievements of the participating countries and large international organizations in the field of science, technology, and culture. They are not directly for commercial purposes. As a rule, most of the countries of the world are represented at world exhibitions.

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

Universal

Specialized

Exhibitions are universal, the subject of which affects several sectors of the economy. Specialized exhibitions are aimed at specialized visitors in a specific field. They demonstrate rather complex types of goods and therefore they have a marketing rather than a trade focus.

The growth of their specialization is characteristic of the development of international exhibitions and fairs, and this is more related to exhibitions than to fairs. The increase in specialization is explained by the huge increase in the range of products produced by various industries, to such a size that even the demonstration of only samples of all goods in one place on one square becomes difficult. Therefore, more and more often international exhibitions and fairs 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 highlighted here and, of course, it is beneficial for exhibiting firms. A significant increase in the share of machinery and equipment among the exhibits is characteristic, which is associated with the growth of trade in these goods and their specificity. Equipment, devices and machines are best shown in action, as it 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 is in the industries producing consumer goods, including clothing, footwear, and fabric.

By timing and method of holding exhibitions and fairs, they can be divided into the following types:

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

They are organized with the aim of expanding 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 arranged on board a large ship that visits the port cities of several countries and carries out the display and sale of the displayed goods. Mobile exhibitions of samples of goods in vans and aircraft saloons began to be used quite widely.

Permanent exhibitions

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

- Permanent shopping centers created by developed countries abroad began to play an important role. They carry out a wide range of activities for the organization of specialized exhibitions in the countries of their location. They provide exhibiting companies free of charge exhibition space, carry out at their own expense the design and decoration of exhibitions and individual stands, assembly and disassembly of exhibits, pay for the work of local design and other firms, provide exhibitors with information about the market situation.
- A new type of exhibitions is the so-called. trading weeks. They are usually organized in department stores in major cities to display and sell consumer goods.

By the frequency of exhibitions and fairs there can be:

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

The frequency of the fair / exhibition depends mainly on the type of products offered and the conditions of competition. So, for example, fashion shows are organized 2-4 times a year, while demonstrations of investment goods, new technologies, 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. Trade fairs / exhibitions for the implementation of sales / orders
2. Informational / introductory
3. For the purpose of developing communications / contacts, Y.G. Kritsotakis. 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 contacts 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 displayed, their visit by engineering and scientific workers, designers, the study of the novelties on display 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 and scientific and technical information are of great informational value.

The 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 website of the exhibition company, you can place such useful information as the plan of exhibitions, coordinates and names of persons in charge for each exhibition or fair, plans of expositions; 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, prospects are sometimes drawn with which one cannot always agree. For example, "physical presence as a visitor to the fair has become unnecessary." This conclusion is based on the widespread use of telecommunications, i.e. the classic fair is being replaced by a TV fair. This is technically feasible. But in this case, the atmosphere itself disappears. Namely, it greatly contributes to the success of the company's development and sales at fairs. ...

You can often hear that fairs have outlived their usefulness, but the significance and effectiveness of fairs and exhibitions are still very high.

International exhibitions and fairs are held in many countries, but they are especially widespread in Western Europe and the USA. Five countries - Germany, England, USA, France and Italy - account for about 2/3 of all international fairs and exhibitions held. Among the largest trade and industrial fairs developed countries should be named international fairs held in Hanover 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 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 USA 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 a metropolis of trade fairs and exhibitions, which, however, does not diminish the importance of exhibition activity in the North American continent and in the rapidly developing Southeast Asia.

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

Buyers have the opportunity to familiarize themselves 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, bargain 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 purchasing machinery and equipment.

The value of exhibitions and fairs for sellers also lies in the possibility of wide advertising of their goods using a wide variety of advertising means. These are the 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 attended by engineering and technical scientists, constructors. The study of new products contributes to the further development of technical progress and the emergence of new goods in international trade.

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

The main type of contracts that are concluded at international exhibitions and fairs are transactions based on the 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 goods and some types of consumer goods. If the buyer picks up the goods after the closing of the exhibition or fair (which is negotiated when concluding the transaction), then this will be a free-fair transaction

If the general rules of a given 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 for paying for the area occupied for stands, for transport costs and the stay of his representatives. ...

Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities to demonstrate advertised products to establish direct contacts with buyers. Exhibition events are especially effective in combination with a set of related advertising 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, requiring significant costs, are held annually in the world.

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

1. Fair is a commercial event, the main purpose of which is to conclude trade deals for the goods on display.
2. An exhibition is, first of all, a public demonstration of the achievements of certain branches of the material or spiritual sphere of society, the main goal of which is the exchange of ideas, theories, knowledge while simultaneously carrying out 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 a different frequency) exhibition events that gather a large number of participants from many countries of the world. They can be subdivided 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, exhibits can be shown both on a national basis (within the framework of national pavilions and expositions) and on a sectoral basis (when expositions are formed by product groups)

Every field of activity, every branch of industry is provided with favorable opportunities to learn something, to evaluate something and to sell something during international, national and local exhibitions and expositions every year. Over the course of several days, old friendships are strengthened and new ones are established, new sources of supply and 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, exhibitions provide visibility and a meeting place with buyers or technologists who are genuinely interested in getting information, looking for new products and services, and perhaps ready to place an order immediately. If the exhibition is visited by the general public, then the manufacturer of the products has the opportunity to communicate with a large number of end consumers, to study their opinion.

Trade shows ensure that firms come into close contact with their markets. Often, new products or new enterprises are presented at exhibitions. The periodicals usually publish preliminary and review articles about exhibitions, and the work of really large national shows showing cars, boats, boats and other similar goods is widely covered by the media. mass media

CONTENT

INTRODUCTION

3.1. MAIN STAGES OF FIRM PREPARATION IN WORK OF EXHIBITIONS AND FAIRS

3.2. OBJECTIVES OF PARTICIPATION

3.4 EXHIBITION STAND

3.5 CONDUCTING 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 the competition. International exhibitions and fairs are organized in various countries. They are especially active in countries such as Germany, England, USA, France, Italy, which account for about 2/3 of all exhibitions and fairs held. 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, an increase in the amount of concluded export-import transactions.

Exhibitions are an effective resource for organizing and conducting marketing research, since 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 important and capacious in terms of material costs part marketing plan 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 present very wide opportunities for demonstrating advertised products for establishing direct contacts with direct buyers and consumers.

An exhibition or fair benefits not only the exhibiting company, but also the 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 familiarize himself with the existing offers on the market in a short time, get the necessary advice from specialists, make the necessary comparisons of prices and quality characteristics, negotiate and carry out a transaction. In this case, the buyer can get acquainted with the product in action, with the methods of its work, scope and efficiency. These factors make exhibitions and fairs very popular and attract a huge number of visitors.

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

Exhibitions play a special role in stimulating sales in international markets, as:

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

Demonstration of goods automatically overcomes communication barriers,

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

1. ESTABLISHMENT AND DEVELOPMENT OF EXHIBITIONS AND FAIRS

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

Progressive development industrial production, the improvement of communication facilities, the increasingly widespread use of the possibilities of concluding commercial transactions on samples instead of the previously carried out direct sales of goods placed by large enterprises in points of trade, predetermined further development 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 these took place in 1851 in London. This was followed by an exhibition in Paris in 1867. In 1879, the World's Fair was held in Philadelphia.

At the end of the XIX century. fair and exhibition activities have reached wide development in many countries of the world, including Russia. In 1886, the All-Russian Exhibition took place in Nizhny Novgorod. This 120-day exhibition featured 9,700 exhibits in 172 indoor 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 use samples to demonstrate new products, ideas or services to inform potential consumers about their firm and its products in order to promote sales.

From the above definition of an exhibition, it follows that its main task is to demonstrate achievements in one or several areas of human activity.

Fair trade in Russia has rather ancient historical roots. In 1641, by order of Tsar Mikhail Fedorovich, the first Russian fair was organized at the walls of the Makarievsky monastery, not far from Nizhny Novgorod. Among the participants in the fair trade were wealthy Russian merchants, traders from China, India, Bukhara, Tashkent, who offered fur, silk, pearls, gold, silver, flax and other rare goods for sale. After the fire of the Gostiny Dvor in 1816, the fair trades moved to the newly rebuilt stone Gostiny Dvor directly in Nizhny Novgorod, and in 1822 the Nizhny Novgorod Fair began to work. In 1896, under the chairmanship of a prominent Russian businessman Savva Timofeevich Morozov, the first All-Russian trade and industrial exhibition was opened.

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

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

Fair trade in Russia as an organizational form of establishing commercial ties has become quite widespread. Traditionally, trade fair auctions have also been expressed through the organization of trade in the form of sales exhibitions or salon exhibitions.

2. CLASSIFICATION OF EXHIBITIONS AND FAIRS

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

It is customary to classify exhibitions according to territorial, sectoral and thematic characteristics.

Classification of exhibitions on a territorial basis:

International - with the participation of representatives from different countries,

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

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

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

International exhibitions can be world (EXPO), universal, thematic, specialized or industry-specific. World EXPO exhibitions do not pursue commercial goals and are predominantly of a political, scientific, economic and propaganda nature; the overwhelming 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 the 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, products 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 industry is presented. Trade shows or special interest exhibitions focus on one or more groups of producers or consumers, or on a specific service sector. From the point of view of the territorial scope and significance of such exhibitions, they can be both international and national or regional.

The most effective in terms of marketing and increasing sales are trade and industrial exhibitions, especially specialized industry exhibitions dedicated to a particular branch of the national economy, applied science and technology. There is an increase in the number of exhibitions of products of the machine-technical group. Machines and equipment are effectively shown to potential buyers in action, in working mode, which makes it possible to visually acquaint the visitors of the exhibition with their technological properties and features. For example, these are exhibitions MOBI, YugAgroProm. YugAgroPishcheMash "," Medima ".

Exhibitions organized during congresses serve primarily as complementary and illustrative exhibits. The visitors to these exhibitions are usually not so numerous, but they represent a circle of highly qualified specialists.

Globalization - Global exhibitions are the most significant trade fair events for 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 participants and professional visitors from various European countries (EU, European Free Trade Area, former CMEA member states).

Regionalization - In connection with the unification of Europe, exhibitions, which have so far been events of a national scale, acquire a regional significance and allow tracing the development of the market of a particular European region. In terms of exhibitors and visitors, these regional exhibitions across Europe will be multilingual. Such exhibitions will reflect mainly the specifics of the "regional European" markets.

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

Wide assortment of goods Narrow assortment of goods

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

The International Fair is an international economic exhibition of designs, 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 conduct is to conclude commercial transactions not only nationally, but also internationally.

The main difference between the fair and the regular market is that the sale of goods with a take-away is prohibited within its framework, i.e. trade is carried out strictly according to samples, although the sample itself may be sold at the end of the trade.

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

In the last decade, the border between exhibitions and fairs has practically disappeared, since now, not only at fairs, but also at exhibitions, trade is carried out according to samples, deals are made, marketing, commercial and advertising and propaganda work is carried out, which also includes PR-actions.

Fairs and exhibitions - considered international with 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 in one or more industries.

3. PREPARATION AND CARRYING OUT OF THE EXHIBITION

3.1. MAIN STAGES OF PREPARATION FIRMS AT 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 local institutions of different 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 participating companies and organizations and exhibition goods.

The participation of a company in the work of a particular fair or exhibition requires certain costs and ultimately 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 justify a number of management decisions participation in the exhibition. First of all, it is necessary to find reasonable solutions to the following main tasks:

· To determine the appropriateness of the company's participation in a particular fair or exhibition;

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

· To organize the work of the personnel of the fair or exhibition at the proper level;

· To summarize the results of participation in the work of 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:

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

3.2. OBJECTIVES OF PARTICIPATION

First of all, you need 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 products (services);

Promoting your brand, improving the image of the company;

· Study of sales markets, the formation of a dealer network;

· Direct marketing of products;

· Study of products and strategies of competitors.

When planning to participate in an exhibition, one should not forget about all these goals. It is also necessary to collect information about exhibitions on topics close to the activities of your company. By participating in a trade fair or exhibition, each firm wants to use specific events to achieve its main goal - to ensure effective business activities in the long term. This goal and its achievement should be subordinated to the goals of a lower level, in particular the goal of implementing marketing. The latter, for example, are:

Ensuring an effective product policy;

Implementation of an effective pricing policy;

Ensuring an effective distribution policy for 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 product policy, you can specify:

Expansion of the range of offered goods;

Appraisal of new products;

Improving the quality of manufactured goods;

Repositioning of goods on the market.

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

Determination of the upper limit of the price of the goods;

Determination of the most acceptable level of service;

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

In terms of improving the distribution of goods, the main objectives of participation in fairs and exhibitions are usually:

Search for new trading partners;

Evaluation of the effectiveness of the existing distribution system;

Creation and improvement of the activities of retail chains.

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

Creation of a high image of a product or service;

Activation of certain elements of the promotion policy;

Creation of a corporate image.

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

Increase in sales volumes 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 according to the rank of importance, and a tree of goals is compiled. This provides for the possibility of changing goals in the event of a change in the relevant conditions.

The goals of a firm's participation in the work of each particular fair or exhibition can be very different. However, all of them must be subordinated to the goals of marketing, which in turn should be aligned with the long-term, medium-term and short-term goals of the firm. Formulating a goal, the firm should ensure that it is achieved.

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

3.3 PREPARATION FOR PARTICIPATION IN AN EXHIBITION OR FAIR

Considering the preparation of a company for participation in a particular fair or exhibition, one should take into account how this preparation is carried out, namely, whether the company organizes the preparation for participation in the work of this event on its own or uses the services of a commercial company with experience of work or communication in the field of fair and exhibition activities.

A firm can take part in collective expositions, when individual organizations are directly involved in preparing for a fair or exhibition. For example, the preparation of permanent national fairs and exhibitions is, as a rule, involved in 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 fair and exhibition activities can be used independently by exhibitor 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 area.

So, exhibiting firms that have made a decision to participate in the work of 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 application.

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

All marked works should be arranged in a certain sequence with an indication of 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 preparation for participation in each specific fair or exhibition, and on its basis calculate the start and end dates of individual works that ensure timely preparation for this event.

Simultaneously with the indication of the 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 entire range of works, due to the preparation for participation in this fair or exhibition, the following tasks are solved:

1. the method of participation in a 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 are determined.

Such exhibits are installed 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 the event.

4. the choice of the stand and its design are substantiated, allowing to demonstrate the corresponding exhibits;

5. Personnel are selected and trained to work at the exhibition. The staff must know well the exhibited product, 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. the necessary materials for the exhibition catalog are being prepared. As a rule, such a catalog is created by the organizations of this event several 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, storage, storage and insurance of exhibits are organized;

10. appropriate 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 to potential visitors to the fair or exhibition in which the company is interested.

The solution of the listed tasks is intended to ensure the preparation of the company for participation in the work of a particular fair or exhibition.

Everything that has been missed or left "for later" will not be reflected for the better on the image of the company, on the return on investment of participation in the exhibition. It is advisable 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. Direct costs of participation in the exhibition consist of the costs of the exhibition space (equipped or unequipped), 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 stand at the exhibition; transportation costs for the transportation of exhibits; travel to the exhibition site and back, hotel accommodation; meals for staff, hospitality and business expenses.

3.4 EXHIBITION STAND

An exhibition stand is commonly referred to as an exhibitor's business card. The costs of assembling and decorating a stand are 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 decoration should be consistent in style and focus on the exhibits.

Each exhibitor should strive to arrange a stand:

2.on the central inner aisles,

3.in the corners,

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

Conversely, stand placement should be avoided:

1. away from exits and central aisles,

2.in the back of the hall,

3.behind large columns, stairs,

4.Facing in the opposite direction from the place where the various events take place

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

In addition to the size of the stand, its type also plays an important role:

Linear stand: has only one front side and is the most common type of stands.

Corner stand: is the ideal solution, especially for small and medium-sized companies, as it is easy to design and provides easy access to two aisles.

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

"Island": ideal solution for large enterprises since it makes it possible to completely control the surrounding area.

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

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

"Stand in a row": stand located in the middle of the 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 question 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 stand, it is necessary to correctly choose the location of the stand in the pavilion, calculate the required stand area.

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

The firm must clearly define the thematic plan of its exposition. The design of the stand should be consistent with the same style. The attractiveness of the stand is always achieved by the catchy part of the exposition, which would have attracted the attention of the exhibition visitors even on the distant approaches to the stand. For 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, pictures, placed throughout the exhibition stand, ceases to be perceived and not assimilated by visitors.

At most exhibitions, it is customary to lay out some of the advertising materials in plain sight so that visitors 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, brochures, brochures, catalogs, souvenirs.

Its purpose is to leave material for the visitors for later more detailed acquaintance. This is also the most successful option for transferring the address and phone number of the company to potential clients.

In addition to publicly available materials at the stand, there are usually advertising or information materials for regular or respectable customers, heads of other companies visiting the stand. It is best to store such materials in the work area, along with the documents required for negotiations.

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

Posters for decorating the walls of the stand;

Screens with a creeping line or image, placed directly above or near the exhibition stand;

Monitors for showing commercials. The main purpose of this type of advertising: to attract visitors, to interest them in areas of activity, to make them show interest in a more detailed acquaintance with the offered tourist products.

The most essential for tourist enterprise is to catch new trends and be, if not the first, then the original. The most important role is played by the original design of exhibits, attractive advertising, good job stand attendants, attentive attitude to visitors. A small stand can successfully represent a large company: it is not only the number of exhibition meters, but their quality.

Finally, the exhibiting firm can use the stand in the open area. Such a stand is mainly used for goods with large dimensions, for example trucks, trolleybuses, etc.

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

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

3.5 CONDUCTING THE EXHIBITION

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

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

Business program implementation:

Registration sheets

· Sociological research

Hall preparation (equipment, sound, number of seats)

Registration of participants, distribution of materials

Record keeping

· Conducting a sociological survey among participants in the business program

Preparation of the daily program of the day. Control over the condition of stands and equipment, other technical issues of the exhibition. Maintenance of the information center (sale of catalogs, consultations for exhibitors, organizational issues). Ensuring the operation of the VIP room, tasting rooms, etc. office space(purchasing products, hiring waiters and monitoring their activities, scheduling meetings, negotiations and presentations). Control over the operation of stage equipment, sound and light in the exhibition pavilion. Implementation of the presentation program and special projects (lotteries, quizzes, shows, 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 a sociological research project. Organization of video and photography. Negotiations with partners, officials, leading media.

3.6 STRUCTURE OF THE EXHIBITION BUSINESS PROGRAM

A modern exhibition is a multi-level marketing tool, a place where an exhibitor can simultaneously advertise, sell products and shape 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

Official events include: the opening / closing ceremony of the exhibition, press conferences, visits of officials, official receptions / buffets, awards ceremony for competition winners, etc.

Professional events

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

Congress - congress, meeting. Has a complex structure of events, a wide geography of participants, a wide public response

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

The conference - a big meeting, a meeting of representatives of any states, organizations, groups. It is more scientific in nature, more homogeneous in structure and problems. One of the traditional types of business events at the exhibition.

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

Seminar- group lesson for special training, for advanced training. It is of a practical nature, the number of participants is more limited. 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 topical topic. The principle of organization is the equality of participants.

Meeting of a professional club, association, union.

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

Specialized salons (auctions, shows).

Competition program

An important component of the exhibitions are competitions held by industry departments and reputable organizations. For the competition, a competition commission is formed, the regulations on the competition and conditions for participation are developed. An important component of exhibitions is a professional application for participation in the competition (sent to the exhibitors along with the application documentation). Special attention of the organizers requires the development of a procedure for selection and evaluation of 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 refresher courses that are held within the framework of the exhibition

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

Presentation activities

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

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

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

Events of the business program of the exhibition require a separate big work on their preparation and holding. When organizing them, special attention should be paid to the following issues:

· The right 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);

· Provision of 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, symposia 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 exhibitor company and its products among exhibition visitors, in official and business circles, among the general public, since information about the exhibition is widely reflected in the media, and in some cases is accompanied by custom articles and materials of its participants.

Press conferences at trade fairs are organized to get 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 a company or country day, a given stand (or pavilion). At the same time, the information reported at the press conference should have, if not sensational, then at least unexpected, interesting message. The presentation of the representative of the corresponding stand (pavilion) at the exhibition - fair is carefully prepared. He 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; the oral presentation is accompanied by multimedia materials or slides, as well as videos, television and films.

Preparing a press conference at the exhibition involves determining the place and time of its holding, sending invitation tickets, drafting the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, drawing up a cost estimate, preparing a press release, checking the preparedness 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 formation of an information support system for the exhibition takes place. Information partners should be central and specialized newspapers and magazines, news agencies, rating radio stations, specialized TV programs, that is, media with a wide geography of distribution, large circulation, creating the greatest public resonance, attracting the attention of the general public.

Schemes of interaction of the exhibition organizers with the media

The organizing company of the exhibition 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 organizing an exhibition project

The advertising campaign of the exhibition takes place in two stages. At the first stage, the emphasis is placed on attracting the maximum possible number of exhibitors, at the second stage - on attracting visitors (real or potential consumers different types of this product or service). It should be noted that advertising in specialized media works quite well to attract specialists, and daily newspapers and magazines, news agencies, 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 faxed address distribution of information messages (obligatory to the information department and to a specific journalist covering this issue) using the company's existing media database. Distribution is made as soon 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 outlets, our announcements often appear.

The technique of promoting an exhibition project includes mailing advertising and information materials of the exhibition (first wave), invitation cards and a program of events (second wave) to potential exhibitors. Faxing is also used (this inexpensive service is provided by many companies today). Courier services are used to deliver materials to VIP clients. Successful implementation 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 of the subjects of the Federation (if necessary) can join the Organizing Committee for the preparation and holding of the exhibition. The organizing committee together with interested federal authorities executive power, executive bodies of the constituent entities 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 the preparation of 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, and for the working group once every two weeks.

State support provides social and political significance, the level and scale of the exhibition, its events are the basis for solving a large set of tasks, a place for discussing corporate problems, contributes to the development of state policy aimed at supporting and stimulating the industry presented 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 script of the official opening ceremony of the exhibition agreed with the Organizing Committee, officials, prominent public and political figures are given the floor for a welcoming address to the audience. The closing ceremony is held on the last day of the exhibition. , where the participants of the exhibition are awarded diplomas based on the results of professional competitions.

Working with media representatives at the exhibition

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

3.8 SUMMARIZING THE EXHIBITION

After the completion of the work 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. Be aware, however, that these advertisements may take several months to expire.

At the end of each exhibition, a note is drawn up briefly describing all the problems encountered 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 fix all the "+" and "-" in hot pursuit, understand your weak points, and 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 have visited the fair or exhibition, and changes in comparison with previous years;

· Acceptability of the stand location;

· The validity of architectural solutions for the stand;

· The correct choice of exhibits;

· Justification of the cost of funds for preparation and participation in a fair or exhibition;

· Conducted marketing research;

· Contacts with visitors of the fair or exhibition;

· Work with the media;

· Reports in the mass media about the participation of the company in the work of a fair or exhibition;

· Orders received.

This information shows how successful or unsuccessful the participation of the company 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 allow you to identify what positive was done during the fair or exhibition and what else needs to be done to address the identified deficiencies and succeed in subsequent events.

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

· The correct choice of the required 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 effective communication policies to draw attention to the participation of a firm in a fair or exhibition;

· Conducting at the proper level the analysis of the results of the participation of the company in the work of this fair or exhibition and the development of recommendations on this basis to ensure more effective 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 the listed factors on the effectiveness of a firm's participation in fairs or exhibitions is different.

4.SUCCESSFUL PARTICIPATION IN A FOREIGN EXHIBITION

Participation in foreign exhibitions is indispensable part of international marketing tools for any company. Such exhibitions serve to achieve a wide variety of business goals.

Hardly any other marketing tool has the inherent ability to present an enterprise and its products in its entirety, while simultaneously providing the opportunity for personal contact with customers. Personal trusting relationships between business partners are becoming today the most significant factor for decision-making, proximity to the buyer as strategic factor success - a key position in both international and domestic competition. Overseas exhibitions can also provide many of the necessary starting points for the implementation of business policy. In order to participate in international exhibitions with the maximum effect, it is necessary to follow fairly obvious techniques 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 someone else's territory. You bring your exposition, but you don’t look for the client in the places of his “deployment” - your potential customers 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 an exhibition.

At the exhibition, like nowhere else, you can "test" new idea or new products. A sample that has not yet been put into production will, according to the interest it arouse, give you an idea of its market potential. This does not require hiring a team of specialists to predict its purchasing power.

The success of the exhibition for its participant 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 costs of holding it. Practice shows that this is largely due to the underestimation of many factors and misconceptions that feed the participants at the preliminary stage.

Exhibitions are not a marketing tool, but its most complex form. A well-trained exhibitor should have the full arsenal necessary tools: Mailing lists, media marketing, trade advertising, public relations and many others. The more complete this arsenal, the higher the potential for recoil.

The biggest costs in the budget are usually spent on exhibition equipment, although everyone expects the greatest return from exhibition advertising and other marketing tools. .

Success does not always depend on the size and size of the exposure. Sometimes the visitor does not have the spirit to go around the huge stand of the supergiant, but he is happy to visit two or three small stands.

Many exhibitions are held all over the world every year , and it is very difficult to decide which one to participate in. Some industries simply need to participate in a number of exhibitions. It is very difficult to get an idea of the exhibition without having visited it, and therefore it is necessary to use every opportunity to visit various exhibitions, both in your own country and abroad.

It is advisable to know the actual scale of the exhibition, the number of participants, and 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 on participation in an exhibition, you need to consult with the sales department, which may have their 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. Forward-thinking companies always do rigorous research first , before spending time and money on participation in a particular exhibition. They put forward a number of criteria for the success of an exhibition in the light of general company plans, which are also used in evaluating already held exhibitions . Times and trends are changing. The exhibition, which brought good luck 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, composition of participants, proposed events, etc.) will help. The exhibition firm will be able to suggest the projected number 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 major event) and other similar positions.

The cost of the exhibition is usually estimated in dollars or euros per square meter. This includes the cost of booth equipment, rental, insurance, transportation and salaries of booth workers. The cost of building a stand can vary considerably, although prestigious expositions, as a rule, require better design, and purely trade ones can be simpler or placed in showcases or on stands offered by the organizers of the exhibition. Usually the contractor builds a stand so that it will serve until the end of the exhibition, and then dismantles it and takes everything that can still 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 non-professionals often object to it. The most common idea is to create a stand that can be used repeatedly. It would make sense if all the 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 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, that own the necessary exhibition equipment to enable them to assemble custom-made stands according to projects developed by the exhibition organizers or exhibitors.

Having made a decision, you should think about the form of the exposure. As a rule, exhibitions are successful, where three-dimensional exhibits are exhibited that can be viewed from all sides. Photos, diagrams, illustrations and text material can be effectively used to support a three-dimensional main exhibit, but by themselves they do not have the necessary attraction.

Today, along with well-known technical means - cartoons, sound recordings, telephones on which you can listen to explanations in several languages - video equipment and virtual reality capabilities are widely used to show the real capabilities of technology, goods and services. , technologies and know-how produced or offered by the exhibitor. More and more, the use of the World Wide Web begins at exhibitions. In addition, modern exhibition structures allow, at the request of the exhibitor, to give the stand the necessary attractiveness and “individuality”. Competent use of the 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 department in its structure. Cooperation with an exhibition company provides such advantages as cost savings with more high 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 provides a full-cycle service - provides exhibition space, builds a stand, reservations a hotel, accepts stand attendants, issues visas, organizes presentations, does printing work and souvenirs, then this is an additional advantage.

The decision on the preparation of advertising material and on 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 brochure is published for free distribution, and a more detailed brochure for a special one. It is recommended to prepare advertising 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 the printed matter, and in some countries you have to pay tax on the import of literature, even if you can prove that it will be distributed free of charge. Language problems can also arise. Particular attention should be paid to the accuracy of translations into foreign languages.

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

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 with a reliable deputy. This could be the organizer of the exhibition, since he is familiar with all the details.

CONCLUSION

Every year the number of exhibitions in our country increases, therefore, their quality begins to improve. At each exhibition, organizers try to lure visitors, which leads to a healthy competitive atmosphere. As a result, the general level of organization and conduct of such events is increased.

Analyzing the industry of exhibition and fair activities, I came to the conclusion that while in our country the organization and holding of exhibitions is not at the highest 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 techologies, automotive, etc.

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

With the advent of the Internet, communication between exhibition organizers, exhibitors and potential visitors has become easy and accessible, because on the websites of the exhibition companies, you can find 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 advertising 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 activities are 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 to attract foreign investment for the implementation of investment projects of 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, which has its own infrastructure, material and technical base, and specialized personnel.

Exhibition and fair activities have significant potential, which will increase manifold in the 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 of structural restructuring and technological modernization national economy of the country.

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