According to Karina Butera Consulting, underestimating the importance of business relationships equates to underestimating the importance of solid foundations in a building, which will inevitably set your business up to stagnate, and to eventually crumple.
Like most successful industries, the exhibition industry is built on sturdily interdependent components; it encourages and thrives on strategic relationships and partnerships that cultivate passion and contribute to a common goal. Exhibitions are all about communicating brands and business objectives, creating and developing personal connections through the act of face-to-face communication. It is therefore important that all key players in the industry understand and believe in the value of exhibitions, and that each player's role is comprehensively defined.
- Exhibition organisers
Exhibition organisers do not only provide meeting, conference and discussion venues, they congregate decision makers from all parts of the globe together under "one roof", inviting them to share ideas, strategise, expand networks and global footprints, and to collaborate, in order to initiate or further the intricate process of progress in their various sectors of operation.
Their role, as is that of the exhibitor and exhibition suppliers, is significant, and in order to remain a success, it requires consistent environmental scanning and a feasible understanding of the industry's operations at all given times. When organisers have and apply this knowledge, they make it easier for exhibitors and exhibition suppliers to fulfil their roles to the benefit of all three parties, and in essence, to the benefit of the industry.
After analysis of their organisational sales and marketing strategies and nature of business, exhibitors identify exhibitions that will grant them the best opportunities to communicate and interact with investors, buyers and their targeted audiences. Once a worthy exhibition is identified, exhibitors contact the exhibition organiser to book exhibiting space, and to find out what they have prepared to offer in order to maximise and enhance their exhibiting experience.
Once space has been booked, each exhibitor identifies their own exhibition objectives: what the business plans to achieve from participation in the exhibition, translating into an exhibition strategy that will serve as guide as to what needs to be prepared. Once a strategy has been established and tasks delegated to the persons responsible, exhibition suppliers are contacted. It is the responsibility of the exhibitor to identify and to abide by supplier timelines, which are determined by the exhibition show dates.
- Exhibition suppliers
The term "exhibition suppliers" refers to a broad variety of professionals that offer services to the exhibitor to ensure that their exhibiting experience runs as smooth as possible. And because exhibitors are entities that operate on a day-to-day basis, it is usually common for them to source and appoint exhibition project managers that will ensure that all that needs to be prepared on the exhibitor's behalf is taken care of.
Once briefed, exhibition project managers have the responsibility to liaise with organisers to acquire exhibition manuals, submit exhibition stand designs, and to acquire approval for anything else that the organiser wishes add to their exhibiting experience. It is also their responsibility to oversee the build of Client exhibition stands, and to appoint and supervise additional suppliers for audio visual, graphics, furniture and lead capturing technology etc. During this process, it is important that communication between the exhibition project manager and exhibitor remains consistent, minimising the chances of last minute changes and/or additions.
Each of the three components mentioned above play significant roles in the exhibition industry, and as a collaboration, the successful delivery of each role will, in return, maintain the success of the industry.
SSQ Exhibitions specialises in exhibition stand design and project management. Send us your exhibition brief now!