468 CHAPTER 14 EXHIBITIONS AND TRADE FAIRSPlanning an exhibition
Th e success of participating in an exhibition is highly determined by the preparation. As
planning and implementing exhibitions is a labour-intensive and long-term process, a checklist
should be used throughout the entire procedure. Most projects start one year in advance of
the actual exhibition. Th e logical steps one should follow when planning an exhibition are
shown in Figure 14.2.^21
In the fi rst stage of this process, exhibitions are considered as a medium or communica-
tions tool and compared with other media to reach the communications goals as stated in the
communications plan of the marketing strategy. A company should also choose an exhibition
that is most representative for the communications objectives it has planned. A number of
selection criteria will help marketers to make the right choice:Figure 14.2 The exhibition planning process
Source : Based on Van Den Tempel, W. (1985), ‘Beursdeelneming en Return on Investment’ (Trade Fair Participation and Return
on Investment), in Beurzen en Tentoonstellingen: Praktijk Handboek voor Communicatief Exposeren ( Trade Fairs and Exhibitions:
A Practical Guide to Expose and Communicate ). Deventer: Kluwer.M14_PELS3221_05_SE_C14.indd 468M14_PELS3221_05_SE_C14.indd 468 5/6/13 3:00 PM5/6/13 3:00 PM