How Does a Trade Show Work? - Understanding the Four Components |
Is a trade show confusing? "It certainly can be," says Julia O'Connor, president of Trade Show Training.
O'Connor says her firm estimates there are more than 175,000 trade shows in the US each year, and no matter its size, each show can be dynamically different from another. Whether the show focus is Business-to-Business Marketing, Business-to-Business Sales or Business-to-Consumer, these are the four basic components of every event: Sponsor, Manager, Exhibitors and Audience.
1. There is a Sponsor
2. There is a Manager
3. There are Exhibitors
4. There is an Audience
THERE IS A SPONSOR ...
This may be a trade association, magazine, show management company or other organization, but there is one party responsible for developing and sponsoring the event. The sponsor takes the financial risk that the event will be successful.
You sign the contract with, and pay your money to, the sponsor of the event. The sponsor decides if your company fits the criteria established for the show, including size of your booth and location. Some shows allow you to pay your money
Show Management is responsible for the all the details - the day-to-day and hour-by-hour running of the show. In turn, management will sub-contract for components of the show, and will designate official contractors, including unions, for such items as labor, electrical, catering, cleaning, flowers etc.
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