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Obstacles in holding international exhibitions and fairs. International exhibitions and fairs: organization and features. By venue

13.09.2023

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Introduction

Participation in international exhibitions and fairs is an effective means of communication policy in international marketing, stimulating the sales of goods and services in foreign markets, an effective method in competition.

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

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

The purpose of this course project is to analyze international exhibitions and fairs in Russia, as well as to study the features of holding exhibition and fair events

The relevance of considering this topic is that 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 to establish direct contacts with direct buyers and consumers.

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

Based on this goal, we set the following tasks:

1) Consider the concept of exhibitions and fairs, their classification, as well as their formation;

2) Complete analysis of the preparation and holding of exhibitions and fairs;

3) Analysis of the modern regulatory framework for international exhibition and fair activities and ways to improve it.

1. Concept, classification and significance of international fairs and exhibitions
1.1. The concept, as well as the formation and development of exhibitions and fairs
An exhibition is generally viewed as a short-term event, usually held periodically at the same location, in which a significant number of firms demonstrate new products, ideas or services through samples to inform potential consumers about their company 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 more areas of human activity.
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 allows the buyer to quickly familiarize himself with existing offers on the market, receive the necessary advice from specialists, make the necessary comparisons of prices and quality characteristics, negotiate and negotiate commercial terms and, finally, sign a contract. At the same time, the buyer has the opportunity to familiarize himself with the product in action, with its operating methods, scope and effectiveness. This is especially important when purchasing machinery and equipment. When purchasing consumer goods, it is of great importance to be able to preview the entire range of products based on samples or taste them. These factors ensure the great popularity of exhibitions and fairs and, as a result, attract a huge number of visitors.
The establishment of fairs and exhibitions has a long history. Simultaneously with the formation and development of market relations, fair and exhibition activities developed.
The progressive development of industrial production, the improvement of communications, and the increasingly widespread use of opportunities for concluding trade transactions based on samples instead of the previously carried out direct sales of goods placed by large enterprises in trading locations, predetermined the further development of fair and exhibition activities.
Such activity became especially active in the 19th century. During these years, world exhibitions began to be held. The first of them took place in 1851 in London. 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 19th century. fair and exhibition activities have achieved widespread development in many countries of the world, including Russia. In 1886, the All-Russian Exhibition took place in Nizhny Novgorod. This exhibition, which lasted 120 days, featured 9,700 exhibits, which were housed in 172 indoor pavilions.
Fair trade in Russia has quite ancient historical roots. In 1641, by decree of Tsar Mikhail Fedorovich, the first Russian fair was organized at the walls of the Makaryevsky 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 furs, silk, pearls, gold, silver, linen and other rare goods for sale. After the fire of the Gostiny Dvor, in 1816, fair trading moved to the newly built stone Gostiny Dvor directly in Nizhny Novgorod, and in 1822 the Nizhny Novgorod Fair began operating. In 1896, under the chairmanship of a major Russian entrepreneur, Savva Timofeevich Morozov, the first All-Russian Trade and Industrial Exhibition opened.
At the beginning of the 19th century, another largest fair appeared in Rus' - Irbitskaya. In 1844, there was a rapid growth of the gold mining industry in Siberia, which became a powerful impetus for the intensification of fair trade.
The revival of fair trade in Russia can be noted since 1991. In 1993, the All-Russian Joint Stock Company "Nizhny Novgorod Fair" was awarded the high award in Madrid "Arch of Europe Golden 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 relations has become quite widespread. Traditionally, fair trading was also expressed through the organization of trade in the form of sales exhibitions or exhibitions.

1.2. Classification of international exhibitions and fairs
The exhibition market has firmly taken its place in the promotion of goods and services from producers to consumers. Participation in exhibitions today is an indispensable component of the success of a company.
The number of exhibitions and the variety of their topics has expanded significantly in recent years.
Exhibitions are usually classified according to territorial, sectoral and thematic criteria.
Classification of exhibitions by 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 various cities, villages, collective farms of the same region.
Exhibitions can be held in different geographical locations around the world, at different times and have different durations.
International exhibitions can be world-wide (EXPO), universal, thematic, specialized or sectoral. World EXPO exhibitions do not pursue commercial goals and are predominantly political, scientific, economic and propaganda in nature; the vast majority of countries in the world take part in them. The organization of such exhibitions is supported by the state and diplomatic channels.
Universal exhibitions do not limit the product range of exhibited samples and cover all or most sectors of the national economy. An example of exhibitions of products and services in related industries are thematic exhibitions, for example, “New Year's Fair”, “Southern Tourism Forum”.
At modern multi-industry exhibitions with a detailed and thoughtful classification, the main assortment of many branches of large and small industry is presented. Industry or special interest exhibitions focus on one or more groups of producers or consumers, or on a particular service sector. In terms of the territorial scope and significance of such exhibitions, they can be international, national or regional.
Trade and industrial exhibitions, especially specialized industry exhibitions dedicated to a particular branch of the national economy, applied science and technology, are most effective in terms of marketing and increasing sales volumes. There has been an increase in the number of exhibitions of machine-technical products. Machines and equipment are effectively shown to potential buyers in action, in operating mode, which makes it possible to visually introduce exhibition visitors to their technological properties and features.
Exhibitions organized during congresses primarily serve as complementary and illustrative expositions. The visitors to these exhibitions are usually not so numerous, but they represent a circle of highly qualified specialists.
The classification of exhibitions in general is intended only to help you navigate the world of fairs and exhibitions and indicates that exhibitions are very, very heterogeneous. Each specific exhibition, which can be more or less classified as one type or another, ultimately has its own individuality and characteristic features that change over time.
The main difference between the fair and a regular market is that it prohibits the sale of goods to take away, i.e. trading is carried out strictly on the basis of samples, although the sample itself can be sold upon completion.
The most famous international fairs are the Hannover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.
In the last decade, the border between exhibitions and fairs has practically disappeared, since nowadays, not only at fairs, but also at exhibitions, trade is carried out based on samples, deals are concluded, marketing, commercial and advertising work is carried out, including PR campaigns.
Fairs and exhibitions are considered international when there is a significant number of foreign participants (usually at least 10%) and specialist visitors (usually at least 5%). International fairs and exhibitions showcase the main products and services offered by one or more industries.

2. Preparation and holding of exhibitions and fairs
2.1. The main stages of preparing exhibitions and fairs
The organization of preparation and holding of international exhibitions and fairs is carried out by committees created as working bodies and independent legal entities by local institutions of various countries or their associations. At the same time, the governments of the states on whose territory the exhibition is held provide them with support and assistance in creating a material base and in establishing various benefits for companies and participating organizations and exhibition cargo.
A company's participation in a particular fair or exhibition requires certain costs and can ultimately provide not only a positive result, but also bring some losses and create a negative opinion about the company and its product. Therefore, it is necessary to carefully justify a number of management decisions regarding participation in the exhibition.

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

1.Formulation of a tree of goals for participation in an exhibition or fair and the final results.
2.Identification of specific ways and methods of achieving participation goals.
3.Selecting an exhibition to participate in and submitting an application for participation.
4. Drawing up a preparation program for the exhibition.
5.Development of a thematic plan.
6.Development of thematic and exhibition plan.
7.Artistic design.
8.Training of stand staff and translators.
9.Transportation of exhibits and exhibition materials to the exhibition venue.
10.Design of a stand at the exhibition venue.
When 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 independently organizes preparation for participation in the work of this event or uses the services of a commercial company with experience or connections in the field of fairs and exhibitions activities.
A company can take part in collective exhibitions when individual organizations are involved in direct preparation for a fair or exhibition. For example, the preparation of constantly held national fairs and exhibitions is usually carried out by the chambers of industry and commerce of the respective countries and various government organizations. At the same time, various commercial firms can participate in organizing collective exhibitions.
Ideally, preparations for participation in a particular fair or exhibition should begin approximately a year before its opening. This preparation involves performing a number of works, determined by the need to achieve the stated goals and requiring some costs, usually limited by the capabilities of the company.
All marked works should be arranged in a certain sequence, indicating the possible deadlines for their completion, the necessary resources and responsible performers. In other words, it is advisable to construct a network diagram that models the process of preparation for participation in each specific fair or exhibition, and on its basis to calculate the start and end dates of individual works that ensure timely preparation for this event.
As a result of completing the entire range of work related to preparation for participation in a given fair or exhibition, the following tasks are resolved:

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

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

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

Such exhibits are established by the marketing management function, 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, allowing the demonstration of relevant exhibits, are justified;

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

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

7. Necessary materials for the exhibition catalog are prepared. As a rule, such a catalog is created by the organizations of a given event several months before its start and contains brief information about the participants of a given fair or exhibition;

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

9. an advertising campaign is organized designed to attract the attention of potential visitors to the fair or exhibition to the fact of the company’s participation in its work;

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 to these tasks is intended to ensure that the company is prepared to participate in a specific fair or exhibition.

2.2. Goals of participation
First of all, you need to clearly define the goals that the company sets for itself by participating in the exhibition. Typically, such goals include:

When planning to participate in an exhibition, you 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 fair or exhibition, each company wants to use specific events to achieve its main goal - ensuring effective business activities in the long term. This goal and its achievement should be subordinated to lower-level goals, in particular the goals of marketing implementation. The latter, for example, are:
- ensuring an effective product policy;
- implementation of an effective pricing policy;
- ensuring an effective policy for the distribution of goods;
- implementation of an effective promotion policy.
Achievement of the formulated goals can be ensured if lower-level goals are achieved. Such goals, for example, in relation to ensuring an effective product policy, can be specified:
- expansion of the range of products offered;
- evaluation of new products;
- improving the quality of manufactured goods;
- repositioning of goods on the market.
As for the pricing policy, to ensure its effectiveness, possible goals of participation in a fair or exhibition may be:

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

The above goals are clarified and specified for each specific fair or exhibition. At the same time, along with those listed, other, more general goals can be formulated. In particular, these may be:
- increasing sales volumes in the short term;
- research of competitors;
- product research;
- presentation of the company and its products;
- expanding the number of clients, etc.
The compiled lists of goals are divided by importance rank, and a tree of goals is compiled. At the same time, it is possible to change goals if relevant conditions change.
The goals of a company’s participation in the work of each specific fair or exhibition can be very different. However, all of them must be subordinated to the goals of marketing implementation, which in turn should be consistent with the long-term, medium-term and short-term goals of the company. By formulating a particular goal, the company should ensure its achievement.
The best arguments in favor or against participation in a particular exhibition can be the results of this exhibition last year and the results of other exhibitions held by the same organizers. Studying catalogues, reviews in the press, opinions of colleagues, type of exhibition, number and level of participants, number of visitors.

2.3. Information support of the exhibition
The distribution of prestigious advertising at the exhibition, the organization of special seminars, symposiums and conferences, specialized “country days”, 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 exhibiting 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 commissioned articles and materials from its participants.
Press conferences at exhibitions and fairs are organized to obtain favorable responses in the local media, as well as in the case of a new product being introduced to the market, on the occasion of the day of a company or country, a given stand (or pavilion). At the same time, the information reported at the press conference should have, if not sensational, then at least an unexpected, interesting message. The speech of the representative of the corresponding stand (pavilion) at the exhibition - fair is carefully prepared. This should not be the head of the company, but a special employee responsible for PR work. The text of a speech at a press conference includes figures and facts that can interest the audience; The oral presentation is accompanied by multimedia materials or slides, as well as video, television and film.
Preparing a press conference at the exhibition involves determining the place and time of its holding, sending out invitation cards, drawing up the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, drawing up cost estimates, preparing a press release, and 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 distribution geography, large circulation, creating the greatest public resonance, attracting the attention of the general public.
The exhibition organizing company cooperates with the media using various schemes:
· direct sale of exhibition space, purchase of advertising space;
· barter relations (exchange of exhibition space for advertising space);
· information sponsorship;
· partnership in organizing an exhibition project.
The advertising campaign for the exhibition takes place in two stages. At the first stage, the emphasis is on attracting the maximum possible number of exhibitors, at the second stage - on attracting visitors (real or potential consumers of various types of products or services). It should be noted that advertising in specialized media works quite well to attract specialists, and daily newspapers and magazines, news agencies, and radio play the most significant role in informing ordinary visitors.
Techniques for promoting an exhibition project include mailing advertising and information materials for the exhibition to potential exhibitors (the first wave), invitation cards and a program of events (the second wave). Fax mailing is also used (this inexpensive service is provided by many companies today). Courier services are used to deliver materials to VIP clients. The successful implementation of large-scale exhibition projects (international, national, inter-industry exhibitions) largely depends on the joint efforts of interested ministries and departments, and public structures. The heads of these organizations, as well as the subjects of the Federation (if necessary) can become members of the Organizing Committee for the preparation and holding of the exhibition. The Organizing Committee, together with interested federal executive authorities, executive authorities of the constituent entities of the Russian Federation, public and other interested organizations, approves the exhibition program. In parallel with the Organizing Committee, the preparation process is carried out by a working group approved by the decision of the Organizing Committee at its first meeting. The organizing committee decides the fundamental issues of preparing the exhibition and its events, approves the concept, the working group decides the operational ones. It is advisable to hold meetings of the Organizing Committee once a month, and of the working group - once every two weeks.
State support ensures the socio-political significance, level and scale of the exhibition; its events are the basis for solving a large range of problems, a place for discussing corporate problems, and contributes to the development of public policy aimed at supporting and stimulating the industry represented at the exhibition. Participants in the opening ceremony also include 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, exhibition participants, and the media. According to the script for the official opening ceremony of the exhibition, agreed upon with the Organizing Committee, officials, prominent public and political figures are given the floor to make a welcoming address to those gathered. On the last day of the exhibition, a closing ceremony takes place, at which exhibition participants are awarded diplomas based on the results of professional competitions.
It is necessary to organize a press center at the exhibition site, where journalists can receive all the information not only about the exhibition, but also about the participating companies. The press center should always have press releases, a program of events, and a catalog. New service for organizers: press boxes (press releases of exhibiting companies, CDs, slides), which saves time for media representatives.

2.4. Summing up the exhibition
After the completion of the fair or exhibition, the results of the company’s participation in this event should be summed up. Commercial success can be analyzed by counting the number of sales or supply contracts concluded, and if such goals were not set at this exhibition, then by the number of visitors and their categories.
At the end of each exhibition, a note is written summarizing any problems that arose during the preparation, how they were resolved, and what lessons should be learned in the future. By summarizing the results of a particular exhibition, you can quickly record all the “+” and “-”, understand your weak points, and quickly adapt to new conditions.
It is necessary to familiarize company employees with the first results of participation in a fair or exhibition. In particular, it is advisable to inform about:
· the number of people who visited the fair or exhibition and the changes that occurred compared to previous years;
· suitability of the stand location;
· validity of architectural solutions for the stand;
· correct choice of exhibits;
· justification of expenses for preparation and participation in a fair or exhibition;
· conducted marketing research;
· contacts with visitors of a fair or exhibition;
· work with the media;
· messages in the media about the company’s participation in a fair or exhibition;
· orders received.
This information shows how successful or unsuccessful the company's participation in the fair or exhibition was. However, in order to have a more complete understanding of the effectiveness of participation in this event, a comparative analysis of the goals of participation in the exhibition and the results achieved should be carried out.
In this case, it is necessary to analyze the degree of achievement of each of the goals and all goals. This will highlight what positive was done during the fair or exhibition and what still needs to be done to eliminate the identified shortcomings and ensure success in subsequent events.
The success of participation of various companies in exhibitions is ensured thanks to:

The above factors are not fully taken into account by firms in their fair and exhibition activities, therefore their participation in these events is not always successful. Should
etc.............

Abstract

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

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

The object of the study is international exhibitions and fairs as forms of organizing foreign economic activity.

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

Purpose of the work: to determine the essence of international exhibitions and fairs

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

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

Research and development: basic concepts have been studied, features of exhibition activities have been identified, and the topics for holding exhibitions and fairs in international economic activity have been determined.

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

The abstract

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

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

Introduction

1. Concept and classification of exhibitions and fairs

1.1Basic concepts of exhibitions and fairs

1.2 Classification of exhibitions and fairs, their differences

2. Preparation and holding of exhibitions and fairs

1 The main stages of preparation for exhibitions and fairs

2 Exhibition stand

3 Information support

4 Summing up the exhibition

3. World exhibition centers

3.1 European exhibition industry

2 State of the exhibition industry in the Middle East and Africa

3 Largest exhibition venues in Moscow

4. Organizations regulating the activities of fairs and exhibitions

Conclusion

List of sources used

Introduction

Currently, exhibition activities are among the significant factors stimulating the development of all sectors of the world economy.

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

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

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

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

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

.Learn basic concepts;

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

.Consider ways and methods of holding international exhibitions;

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

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

1. Concept and classification of exhibitions and fairs

1.1Basic concepts of exhibitions and fairs

The exhibition market has firmly taken its place in the promotion of goods and services from producers to consumers. Participation in exhibitions today is an indispensable component of the success of a company. The development of international exhibition activities is determined by the need to connect supply and demand. In a modern market economy and the ever-changing needs of society, the most important tasks of every enterprise wishing to ensure its long-term presence in the global “entrepreneurial” community are to improve its image and promote its social contribution.

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

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

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

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

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

Despite the fact that the boundaries between the concepts of trade fair and exhibition are often not distinguishable and in practice tend to be limited to a minimum, it would be advisable to draw a semantic contrast between trade fairs and exhibitions.

A trade fair is a short-term event, held periodically in the same place, in which a large number of enterprises, with the help of samples, present an objective scale of goods/services of one or more industries, so that the visiting trader gets a clear idea of their business opportunities, then as an exhibitor, with the help of exhibited goods, he seeks to disseminate information about his company and its products and conclude direct trade deals.

The main difference between the fair and a regular market is that it prohibits the sale of goods to take away, i.e. trading is carried out strictly on the basis of samples, although the sample itself can be sold upon completion.

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

Trade and industrial exhibition is a short-term event,

conducted periodically at the same location, in which a significant number of enterprises, through samples, provide a representative picture of the product/service offerings of one or more industries and seek to inform end consumers about their products with the ultimate goal of promoting sales.

International exhibition activities of the organizer are the activities of specialized commercial and/or non-commercial enterprises aimed at organizing, logistics, information and marketing support, promoting the development of the exhibition organization (center) and the organizer’s business and creating conditions for entrepreneurial activity, implementation and formation of export exhibitors' potential.

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

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

2Classification of exhibitions and fairs, their differences

Based on the composition of participants, location 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 intended primarily to demonstrate the capabilities of small enterprises.

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

National fairs and exhibitions are a showcase of local

industry. They are held within the country and abroad with the aim of demonstrating nationally produced products and stimulating their sales; they are usually intersectoral in nature.

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

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

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

According to the importance of events, exhibitions and fairs are divided into:

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

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

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

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

Exhibitions that cover several sectors of the economy are universal.

Specialized exhibitions are aimed at visitors who are specialists in a specific field. They demonstrate rather complex types of goods and therefore have more of a marketing rather than a trading purpose.

direction.

Characteristic of the development of international exhibitions and fairs is the growth of their specialization, and this applies to a greater extent to exhibitions than to fairs. Increased specialization is due to the enormous increase

range of products produced by various industries. Therefore, international exhibitions and fairs are increasingly being organized, representing only one or several related industries. In addition, specialized exhibitions are aimed at a clearly defined group of specialists, and the target audience is identified. The largest number of specialized fairs occur in industries producing consumer goods, including clothing, footwear, and fabric.

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

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

production activities, 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 increasingly widespread, in particular, in Japan, Sweden, and England. Such exhibitions are organized on board a large ship, which visits the port cities of several countries and displays and sells the goods on display.

Permanent exhibitions

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

Permanent shopping centers created by developed countries abroad began to play a major role. They carry out extensive activities in organizing specialized exhibitions in the countries where they are located. They provide exhibiting companies with free exhibition space, carry out at their own expense the design and decoration of exhibitions and individual stands, installation and dismantling of exhibits, pay for the work of local design and other firms, and provide exhibition participants with information about the market situation.

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

According to the frequency of holding exhibitions and fairs, they can be:

Periodic (conducted every 2.3 years, etc.)

Annual

Seasonal

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

Fairs/exhibitions for sales/orders;

Informational/introductory;

Conducted for the purpose of developing communication/contacts.

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

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

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

Table 1.1 - Distinctive features of trade shows and fairs

No. Distinctive features Fair Trade exhibition 1 Organized by individuals and legal entities and addressed to an organized market Yes Yes 2 Have a limited duration Yes Yes 3 Operate periodically and in specific places Yes Yes 4 Are usually held in the same places Yes Yes 5 Intended for a large number of exhibitors Yes Yes 6 The offer is objective Yes No 7 The offer is only representative of one or several industries No Yes 8 Aims to conclude direct trade transactions based on samples Yes No 9The goal is to disseminate information with the ultimate goal of encouraging sample salesNoYes10As a rule, free entry to individuals is allowedYes Yes11Entry to individuals is allowed only in certain casesYesNo12Sales to final consumers are a common practiceNoYes13Aim to sell only to intermediatesYesNo14Sales to final consumers are carried out only in certain cases (time and volume restrictions)YesNo Note - Source:

2. Preparation and holding of exhibitions and fairs

1 The main stages of preparation for exhibitions and fairs

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

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

determine the feasibility of the company’s participation in a particular fair or exhibition;

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

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

summarize the results of participation in a specific event and develop appropriate marketing solutions.

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

formulation of goals;

identifying specific ways and methods to achieve participation goals;

choosing an exhibition to participate in and submitting an application for participation;

drawing up a preparation program for the exhibition;

development of a thematic plan;

development of a thematic and exhibition plan;

artistic design;

training of stand assistants and translators;

transportation of exhibits and exhibition materials to the exhibition venue;

design of a stand at the exhibition venue;

When 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 independently organizes preparation for participation in the work of this event or uses the services of a commercial company with experience or connections in the field of fairs and exhibitions activities.

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

The services of commercial companies specializing in the field of fair and exhibition activities can also be used independently by exhibiting companies. In this case, they should keep in mind that the cost of services provided by such companies is at least 10% of the cost of the rental area.

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

Ideally, preparations for participation in a particular fair or exhibition should begin approximately a year before its opening. This preparation involves performing a number of works, determined by the need to achieve the stated goals and requiring some costs, usually limited by the capabilities of the company.

All marked works should be arranged in a certain sequence, indicating the possible deadlines for their completion, the necessary resources and responsible performers. In other words, it is advisable to construct a network diagram that models the process of preparation for participation in each specific fair or exhibition, and on its basis to calculate the start and end dates of individual works that ensure timely preparation for this event.

At the same time as indicating the responsible performers for individual works, it is necessary to have a manager responsible for preparing the company as a whole for participation in the work of a given fair or exhibition.

As a result of completing the entire range of work related to preparation for participation in a given fair or exhibition, the following tasks are resolved:

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

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

A list of exhibits and the area required for their presentation are determined.

Such exhibits are established by the marketing management function, 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.

The choice of the stand and its design, allowing for the demonstration of relevant exhibits, are justified;

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

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

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

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

Relevant information materials are created and produced;

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

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

Anything that was missed or left “for later” will have a negative impact on the company’s image and on the return on investment in participating in the exhibition. It is desirable that all negotiations with the organizing committee, ordering equipment and services, and control over their implementation be conducted by one authorized representative of the company. Direct costs for participation in the exhibition consist of costs for 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 transporting exhibits; travel to and from the exhibition venue, hotel accommodation; staff meals, entertainment and business expenses.

2 Exhibition stand

An exhibition stand is usually called the exhibitor's calling card. The costs of installing 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. An exhibition stand is the face of a company. The design should be consistent in style and focus attention on the exhibits.

Each exhibitor should strive to position his stand:

opposite and to the right of the main entrance;

on the central internal passages;

close to “active” exhibitors and specialized premises for various events.

Conversely, stand placement should be avoided:

away from exits and central passages;

at the back of the hall;

behind large columns, stairs;

facing in the opposite direction from the place where various events are taking place.

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

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

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

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

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

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

“Thru”: lacks the surface of two walls and has the advantage of two exits to the aisles, which provides a satisfactory “field of view” for the exhibitor.

“Vis-in”: consists of two stands located opposite each other, usually linear.

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

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

The issue of choosing the type of stand is one of the most important issues, on which the success of participation at the exhibition largely depends. When choosing a specific type of stand, you need to choose the right location of the stand in the pavilion and calculate the required area of the stand.

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

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

At most exhibitions, it is customary to display some of the promotional materials in plain sight so that visitors can take them with them. A supply of such materials should be available at the exhibition stand. Advertising for distribution to visitors may consist of flyers, booklets, prospectuses, catalogs, and souvenirs.

Its goal is to leave material with visitors for later, more detailed acquaintance. This is also the most successful option for conveying the company’s address and phone number to potential clients.

In addition to publicly available materials, the stand usually contains advertising or informational materials for regular or established clients and managers of other companies visiting the stand. It is better to store such materials in the work area, along with the documents necessary for negotiations.

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

posters to decorate the walls of the stand;

screens with a ticker or image placed directly above or near the exhibition stand;

monitors for showing commercials. The main goal of this type of advertising is to attract visitors, interest them in areas of activity, and force them to show interest in a more detailed acquaintance with the offered tourism products.

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

Depending on the type of event being held, certain aspects of the stand design may be aligned with the objectives of the fair or exhibition, taking into account the composition of exhibitors and possible visitor segments.

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

3 Information support

exhibition fair stand information

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

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

Preparing a press conference at the exhibition involves determining the place and time of its holding, sending out invitation cards, drawing up the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, drawing up cost estimates, preparing a press release, and 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 distribution geography, large circulation, creating the greatest public resonance, attracting the attention of the general public.

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

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

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

4 Summing up exhibitions and fairs

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

If the ultimate goal is to sell products, then an indirect indicator can be the number of price lists and information materials distributed. However, please be aware that these advertisements may be valid for several months.

At the end of each exhibition, a note is written summarizing any problems that arose during the preparation, how they were resolved, and what lessons should be learned in the future.

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

choosing the right fair or exhibition;

successful selection of exhibits;

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

reasonable selection of personnel;

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

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

carrying out at the proper level an analysis of the results of the company’s participation in the work of a given fair or exhibition and, on this basis, developing recommendations for ensuring more effective fair and exhibition activities.

3. World exhibition centers

3.1 European exhibition industry

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

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

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

2 State of the exhibition industry in the Middle East and Africa

There are 34 exhibition centers built in the Middle East with a total area of 633,296 square meters. meters. There are six exhibition centers in Iran, Saudi Arabia and the UAE. The largest of them is in Tehran - 120 thousand square meters. meters of closed area. Iran leads in the number of exhibitions held, followed by the UAE and Syria. In the Gulf countries, the main thematic areas of exhibitions are consumer goods and education. Real estate and construction are slightly less popular. In other Middle Eastern countries, industrial and engineering exhibitions are in the lead, followed by construction and agricultural exhibitions.

The exhibition industry is also developed in some parts of Africa. Out of competition - South Africa. In the north, exhibition activity takes place in Morocco, Algeria, Tunisia, Libya and Egypt. Tanzania, Kenya, Senegal, Mozambique and Zambia are also engaged in exhibition activities. Some of these countries are expected to achieve great success in the future, especially those whose exhibition infrastructure is being updated and modernized.

Obstacles in holding international exhibitions and fairs. International exhibitions and fairs: organization and features. By venue

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Introduction

Participation in international exhibitions and fairs is an effective means of communication policy in international marketing, stimulating the sales of goods and services in foreign markets, an effective method in competition.

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

The purpose of this course project is to analyze international exhibitions and fairs in Russia, as well as to study the features of holding exhibition and fair events

The relevance of considering this topic is that 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 to establish direct contacts with direct buyers and consumers.

Based on this goal, we set the following tasks:

1) Consider the concept of exhibitions and fairs, their classification, as well as their formation;

2) Complete analysis of the preparation and holding of exhibitions and fairs;

3) Analysis of the modern regulatory framework for international exhibition and fair activities and ways to improve it.

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

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

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

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

Such exhibits are established by the marketing management function, 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, allowing the demonstration of relevant exhibits, are justified;

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

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

7. Necessary materials for the exhibition catalog are prepared. As a rule, such a catalog is created by the organizations of a given event several months before its start and contains brief information about the participants of a given fair or exhibition;

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

9. an advertising campaign is organized designed to attract the attention of potential visitors to the fair or exhibition to the fact of the company’s participation in its work;

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 to these tasks is intended to ensure that the company is prepared to participate in a specific fair or exhibition.