Fairs and exhibitions are one of the most popular cultural programs in many countries of the world, which are held both domestically and internationally. Demand for such events is growing steadily, and more than 3, 500 exhibitions are held on an annual basis in the global catalog alone. And what can we say about local fairs and exhibitions, which are regional in nature and are recorded only in local authorities. It is practically impossible to calculate the exact number of events held around the world, but quite precisely - there are a huge number of them. Especially popular are exhibitions and fairs in Russia and the CIS countries.
Why are fairs needed?
The main objective of such events is to enable manufacturers on the one hand and consumers on the other to enter into commercial relations, through which demand and supply are regulated. The activities of fairs are based on the study of the commodity market, on the analysis of the needs of potential buyers, the determination of the optimal price of the goods, in accordance with the demand for it, the regulation of trade.
Participation in the fair can be in absentia, collective and accreditation.
- Absentee participation is based on the placement of promotional products with great offers, as well as the demonstration of video and audio recordings in the trade information center of the fair.
- Collective participation involves connecting firms that are connected by one specialized type of work.
- Accreditation is participation in all events, conclusion of transactions, but without the right to provide our own products. These are potential buyers.
Each type, in any case, implies payment of the registration fee, and potential participants of the fair must notify the organizers by means of an application, which must be sent no later than two weeks before the opening of the fair. The standard duration of the fairs is 4 days, with a frequency of every 6 months. This is often summer and fall.
What are the exhibitions?
The world knows a huge variety of types of exhibitions, which are divided by function, purpose, audience and opportunity. The capabilities and functions of the exhibition depend on its typology, purpose and orientation. An important role is played not only by the name, but also by its type. In order for the event to be successful, you should study all the nuances of organizing and conducting exhibitions.
Exhibition typologies
The event’s type is divided according to the following criteria: industry affiliation of the exhibition, territorial scope and purpose. Each of them should be examined in more detail, because the correct definition of the type of exhibition plays an important role in its success.
By industry affiliation
According to this principle, exhibitions are industry and inter-industry. The first option involves holding an event relating to only one area and strictly defined specialization. The participants of such exhibitions are specialists of the same profile. Intersectoral - these are activities that involve many different and unrelated areas. This type of exhibition is the most popular and attracts more visitors.
Territorial coverage
This category is very important in determining the target audience of the exhibition. On this basis, events are regional, international and national:
- Regional exhibitions are held on the territory of one particular country, different regions may be involved, but within the same state.
- International exhibitions involve a huge number of exhibitors from countries, and the list of exhibits tends to infinity. It can be both consumer products and the latest technology.
- National exhibitions are usually dedicated to specific areas of activity of one particular country. It could be, for example, an economy.
The territorial orientation often overrides the further typology of events. After all, the interests of the audience depend on the location. International exhibitions are usually very large-scale and gather a huge number of interested people from around the world.
Target focus
This criterion reflects the purpose of the exhibition. The goals are as follows: supporting the existing image and pilot activities. The first option is aimed mainly at existing customers or the target audience. Corporate identity and how it all looks in the eyes of the consumer are important here.
Trial exhibitions are aimed at potential consumers in order to declare themselves. This type is especially popular among companies whose image is at the stage of formation. The exhibition is a great opportunity to consolidate and present to the public a company or person and his work.
Secondary symptoms
The listed categories are far from a complete list of features that affect the typology of exhibitions. There are a number of secondary exhibitions.
- According to their intended purpose, such events can be divided into sales exhibitions, in other words, trade shows, and demonstration exhibitions, the task of which is to inform potential buyers.
- According to the time, regular and one-time events can be distinguished.
- By accessibility, visits are paid and free of charge. For example, a jewelry exhibition assumes an appropriate category of visitors and therefore entrance to such events is paid.
And this is not a complete list of secondary symptoms.
Varieties of exhibitions by theme
The most important category, which determines virtually all other signs, is the theme of the event. So, according to this principle, the following types can be distinguished: creative, artistic, technical, advertising, scientific, industrial, commercial, educational. Each of the types has its own technology for conducting and communicating with the audience. For example, a book exhibition is a great opportunity for young authors to get to know their readers.
Exhibition Forms
When all of the above categories are established, it remains only to choose the form of the event. Often, the restrictions are only in the heads of the organizers and it all depends on their imagination, because there are a huge number of such forms. The most popular types of exhibitions are: display, report, demonstration, quiz, interactive and live exhibition, as well as much, much more.
The right balance of subjects and form of holding is the key to the success of a good exhibition. The organization of such events helps its visitors to get all the necessary information about a product or service practically from the first hand.
Recently, an interactive form for holding such events has been very popular, as it is an opportunity for visitors to receive answers to all questions of interest, declare their proposals and consult with specialists. Great popularity is gaining such a look as an exhibition and sale.
