Today’s exhibition professional has more to do than simply manage an exhibition. In reality, an exhibition professional is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily assessed and do not become a hindrance to attending the event. When managed well, housing and registration can enhance an event and create an incentive for future attendance.

Site selection is a crucial first step in producing a successful exhibition or event. This includes the process of choosing both a geographical location and a facility for an exhibition or event. Site selection consists of advanced detailed planning, including access for attendees of all populations, organizational goals and objectives, exhibitor/attendee needs, and transportation. Careful consideration should be given to all factors that could impact the success of the overall exhibition.

Exhibitors are a critical stakeholder in the exhibitions and events industry that are often misunderstood or overlooked. Understanding how to partner with exhibitors to ensure their success will help drive value for the show organizer, the exhibitor and the attendee. It is important for show organizers to understand the root causes of pain points for exhibitors and what systems, processes and solutions a show organizer can implement to address the needs of their exhibitors and create success for all stakeholders.

In order for organizations that plan, manage or own exhibitions and events to remain competitive, they must continually define and review their strategies. This includes measuring where an event falls within a particular market segment, developing plans to ensure business continuity, and positioning an exhibition or event for success.

Producing successful exhibitions often hinges upon the proper management of logistics. Every event contains thousands of details that must be processed logically, sequentially and precisely. While managing logistics well is essential, exhibitions are intended primarily to bring buyers and sellers together in an environment that is conducive to their respective objectives. All of the stakeholders of an exhibition must communicate effectively before, during and after the event to ensure its success. Event operations focuses on the unique role of the exhibition organizer and his/her team in orchestrating all of the elements.

Marketing is not an exact science. It includes a number of strategies and tactics that are constantly evolving so they can address changing social, cultural and economic circumstances effectively. The creation of a marketing plan that includes core practices as well as new ideas, innovations and unique points of view allows for the creation of an exhibition that may have begun as just a concept. The goal of an exhibition is to provide an appropriate environment in which buyers and sellers can come together face to face. Today’s technology increasingly permits the show organizer to extend the useful life of an exhibition by employing digital tools, thus further enriching the show experience.