of copied pages, depending on the scope of the exposition. The el-
ements of a prospectus will vary from organization to organization
as rules and regulations vary. Regardless, a number of items may
be included so that exhibitors understand the terms of their agree-
ment. Among them:
■Official show dates, location, and exhibit hours
■Comprehensive dates and hours, including setup and tear-
down deadlines
■Eligibility requirements
■Booth sizes
■Booth floor plan (with schematics and booth numbers)
■Booth costs (with inclusions, such as booth furnishings)
■Payment options, including deposits and final payment dates
■Liabilities and local covenants and restrictions
■Information about official contractors, including decorator,
electrical, plumbing, telephone and Internet cabling, secu-
rity, shipping, and storage
■Procedures for booth space applications, acceptance, and al-
location policies for booth reservations
■Insurance requirements and “hold harmless” clauses
■Number of exhibitors allowed to attend vis à vis size of booth
■Registration procedures and credentialing
■Enforcement and sanction prerogatives of the sponsoring
association
While this sounds more like a legal document than a market-
ing tool, it is the foundation for a solid exhibit sales effort. Through
creative design and clear detail, the prospectus is the cornerstone
on which the marketer builds the image of a professionally pre-
sented event. The fewer questions potential exhibitors have about
the exposition, the fewer calls will be placed to the marketing of-
fice and the faster they will select their booths!Incentives to Increase Sales
Strategies for increasing booth sales, and rewarding loyalty, are
limited only by the marketing executive’s imagination. There are
some tried-and-true approaches routinely employed.
Exhibitors look for exposure.Line of sight from buyers to a122 Chapter 5 Marketing Association Meetings, Conferences, Events, and Expositions