Expert Guide to Exhibition management

Ever envisioned spearheading a trade show where industries gather together to showcase groundbreaking innovations? Or navigate a business expo where startups and entrepreneurs converge for unparalleled networking opportunities? The realm of exhibitions is as diverse as it is exciting.

In this guide on exhibition management, we'll unravel the intricacies of managing exhibitions on a grand scale. From setting clear objectives and choosing the ideal venue to logistics and leveraging technology, each section is designed to equip you with the tools needed to curate extraordinary events.

An exhibition plan is a strategic blueprint outlining the comprehensive process of organising and executing a successful event. It includes key stages such as defining objectives, selecting venues, designing engaging exhibits and coordinating logistics.

This structured framework ensures seamless coordination among diverse stakeholders, including event planners, exhibitors, and delegates. It is a roadmap that promotes effective communication, minimises risks, and maximises the impact of the exhibition. By defining roles, setting measurable objectives, and streamlining logistics, an exhibition plan becomes an invaluable tool for delivering successful events that leave a lasting impression on attendees.

For each event, Kanban methodology principles are adopted by the ICC Belfast delivery team. This process offers adaptable strategies that allow events to be planned in an agile way that is easy to adapt for variance in the plan. This approach allows event organisers to visualise workflows and ensures a transferable set of principles that enhance the success of exhibitions, irrespective of the event type.

Here are our top exhibition management tips when planning a successful exhibition event:

1. Decide on an Event Budget

Knowing how to budget for an event stands as an essential initial phase when planning an exhibition.

To establish an exhibition budget aligned with event goals, event organisers should assess key aspects of their event, in line with their agreed goals and objectives, allocating funds wisely across the following areas:

• Venue - Consider location, size, and amenities when budgeting for the event venue.
• Exhibition stand design and construction - Prioritise an eye-catching and functional exhibition stand design within the allocated budget.
• Marketing and promotion - Allocate funds for comprehensive promotional strategies that encompasses online and offline channels.
• Logistics and operations - Plan for transportation, storage, and setup, ensuring a smooth operational flow.
• Technology integration - Invest in interactive displays and event apps, balancing innovation with budget constraints.
• Staffing - Train staff who will be manning the exhibition stand while also accounting for potential overtime or additional subsistence.
• Networking opportunities - Budget for seminars, workshops, or networking sessions to enhance attendee engagement.
• Measurement and analytics - Allocate funds for data collection, analytics tools, and post-event assessments.
  

2. Select an Exhibition Venue

Once you’ve established an exhibition budget, the next step in exhibition planning involves selecting a suitable venue - but what are the factors to consider when choosing an event venue for an exhibition?

Various venues cater to different needs, but dedicated exhibition centres and conference venues, such as the ICC Belfast, often offer unparalleled advantages. These venues are purpose-built to accommodate large scale exhibitions, providing versatile spaces and a professional atmosphere conducive to networking and collaboration. Consider factors like location, accessibility and the venue's reputation for hosting successful exhibitions.

Venue considerations that are unique to exhibition events include:

• Floor space and layout - Evaluate the available floor space to ensure it accommodates the size and layout requirements of your exhibition. Consider flexible layouts that facilitate easy navigation and flow of attendees.
• Ceiling height - Adequate ceiling height is crucial for accommodating large exhibits, towering structures, and impressive displays. Verify that the venue's ceiling can accommodate your exhibition's unique spatial needs.
• Loading and unloading facilities - Assess the logistics of loading and unloading exhibition materials. Ensure there are convenient access points for exhibitors to transport and set up their displays seamlessly.
• Wi-Fi connectivity - Reliable Wi-Fi is essential. Confirm that the venue provides robust internet connectivity to support interactive displays, live demonstrations, and digital communication.
• Accessibility - Ensure the venue is easily accessible for attendees, including those with mobility challenges. Evaluate the availability of ramps, elevators, and other accommodations that enhance inclusivity.
• Networking spaces - Consider venues that offer dedicated networking areas where exhibitors and attendees can connect informally. These spaces can enhance relationship-building and collaboration.
• Catering facilities - Check the availability of catering facilities within or near the venue. Exhibitors and attendees often appreciate convenient access to food and beverage options during the event.
• Environmental considerations - Evaluate the venue's commitment to sustainability practices. Opting for venues with green initiatives aligns with modern expectations for responsible event management.

ICC Belfast's expansive facilities encompass 3,000 square meters in Hall 1, Hall 2, and the Level 1 Foyer areas. This strategically designed layout ensures a seamless delegate journey, promoting fluid interaction with exhibitions while maintaining a harmonious event flow, all conveniently situated on the same level.

3. Design the Exhibit Floor Plan

Designing the exhibit floor plan for an exhibition not only optimises the use of available space but also influences the flow of traffic, accessibility, and the overall impact of exhibitor displays.

Begin by obtaining detailed floor plans and specifications from the venue, taking note of key features such as entrances, exits, and utility access points. Consider the flow of delegates, ensuring that high-traffic areas are optimised for maximum exposure. Work closely with exhibitors to allocate exhibition spaces strategically based on their needs and preferences. Utilise digital tools or specialised software to visualise the floor plan, incorporating signage placement, networking zones, and interactive features.

Top tips for designing an exhibition floor plan:

• Consider walkways and access requirements - Plan for logical entry and exit points, avoiding congestion at popular attractions or exhibition entrances. Account for wheelchair accessibility and ensure that pathways remain unobstructed to facilitate smooth traffic throughout the exhibition.
• Think about placement of concession stands - Strategically position concession stands to enhance the visitor experience. Place them near high traffic areas or rest zones for easy accessibility.
• Use unique venue spaces to your advantage - Leverage distinctive features of the venue to create memorable exhibition spaces. Explore unique architectural elements, such as outdoor spaces and mezzanine rooms. This not only maximises the use of the venue but also offers attendees a dynamic and engaging experience that goes beyond traditional exhibition setups.

4. Create the Event Schedule

Creating the event schedule for an exhibition promotes delegate engagement, ensures exhibitor success, and provides a roadmap for event operations.

A well structured event schedule for an exhibition provides exhibitors and attendees with a clear itinerary of activities, seminars, and networking opportunities. This careful planning minimises scheduling conflicts, allowing participants to make the most of their experience.

Top tips for planning an exhibition event schedule:

• Create an exhibition prospectus for exhibitors - Develop a comprehensive exhibition prospectus outlining essential details for exhibitors. Include information about specifications, setup and breakdown timelines, promotional opportunities, and any special events or features.
• Coordinate exhibition timelines with conference talks - Align exhibition timelines with conference talks and schedule breaks and networking sessions to coincide with the conference breaks. Coordinated timelines enhance the overall attendee experience by preventing conflicts and allowing participants to balance educational sessions with exploration of the exhibition space.
• Provide an event schedule breakdown for delegates - Offer delegates a detailed event schedule breakdown, including session timings, exhibition hours, and networking opportunities. Clearly communicate key highlights, such as keynote speakers, to attract attendee interest.

5. Organise Exhibitor Packages

Organising exhibitor packages streamline the onboarding process, ensuring exhibitors can efficiently plan and execute their showcase.

An exhibitor package typically includes details about specifications, pricing, promotional opportunities, and any additional perks offered to exhibitors. Exhibitor packages serve as a valuable tool for event organisers to attract exhibitors, creating a mutually beneficial collaboration between event organisers and exhibitors.

Things event organisers should consider when creating their organise exhibitor packages:

• Space Only vs Shell Scheme options - When offering ‘Space Only’ options, ensure that exhibitors have the flexibility to design custom exhibition booths to showcase unique or large-scale exhibits. On the other hand, ‘Shell Scheme’ options, which provide a pre-built structure, can be convenient for smaller exhibitors or those who prefer a standardised setup.
• Package pricing - Clearly outline the pricing structure in the exhibitor package. Include information about exhibition booth rates, any additional fees or discounts, and the payment schedule. Consider offering early-bird pricing or special incentives for exhibitors who commit to participation well in advance. 
• Important practical information - Include vital practical information such as load-in and load-out times, security measures, and venue access details. Provide details about communication channels between event organisers and exhibitors, including contact information for key event staff.

6. Sell Exhibition Spaces & Tickets

There are a series of tactics for selling event tickets, however there comes added complexity with exhibition events as you’re selling to two different audiences - delegates and exhibitors.

Different audiences possess unique needs, preferences, and decision-making criteria. Tailoring your sales approach ensures that your message resonates with each audience segment. It's crucial to prioritise the audience that holds the greatest influence on achieving your overall event goals. Whether it's exhibitors, sponsors, or attendees, understanding and addressing the specific concerns of your primary audience first lays a solid foundation for building broader support.

Practical tips for promoting and selling exhibition spaces and tickets:

• Early-bird specials and package deals - Offer attractive early-bird specials for exhibitors and sponsors who commit to participating well in advance. Provide discounted rates or exclusive perks to incentivise early commitment.
• Strategic digital marketing campaigns - Leverage the power of digital marketing to reach a broader audience. Utilise targeted social media campaigns, email newsletters, and online advertising to promote both exhibition spaces and ticket sales. 
• Engaging content and web presence - Create an informative and visually appealing website that clearly outlines the benefits of participation, features case studies from previous events, and provides easy access to registration or exhibition booth reservation. Produce engaging multimedia content, such as promotional videos and virtual tours, to give potential participants a preview of what they can expect.

7. Manage the Logistics

On-site logistics are key for understanding how to host an event successfully - they are especially important for hosting exhibition events.

Logistics encompass the intricate details of venue setup, transportation, exhibition booth construction, and overall event operations. From timely load-ins to efficient exhibition booth arrangements, each logistical aspect contributes to the overall success of the event. By anticipating and addressing potential challenges, such as traffic flow or equipment handling, event organisers can mitigate risks, enhance efficiency, and create a positive experience for all involved.

Key considerations for managing logistics include:

• Transportation and loading/unloading - Coordinate logistics for exhibitors to load and unload materials efficiently. Ensure convenient access points and establish a streamlined process.
• Exhibition booth construction and utilities - Communicate guidelines for exhibition booth construction, including regulations, safety measures, and utility requirements. Ensure exhibitors have necessary information for a smooth setup.
• Security measures - Implement robust security measures to safeguard exhibits and equipment. Include surveillance, on-site personnel, and controlled access points in the plan.
• Signage and wayfinding - Plan for clear signage and wayfinding elements to guide attendees through the exhibition space. This includes directional signs, exhibition booth numbers, and informational boards.
• Waste management - Develop a waste management plan to handle trash and recycling. Ensure sufficient bins are strategically placed throughout the venue.
• Emergency preparedness - Develop a comprehensive emergency plan, including evacuation procedures, first aid stations, and communication protocols. Train staff and exhibitors on emergency procedures.

8. Measure for Event Success

Measuring event success is more than a post-event formality; it is a critical component that unlocks valuable insights and shapes the trajectory of future events.

Measuring the success of an exhibition event provides valuable insights into the event's effectiveness in achieving predetermined goals, be it lead generation, brand exposure, or networking. Understanding attendee engagement, exhibitor satisfaction, and overall event performance allows event organisers to identify strengths and areas for improvement. These insights are not only crucial for refining future events but also for demonstrating the event's return on investment (ROI) to stakeholders and sponsors.

Practical ways event organisers can measure the success of their exhibition event:

• Attendee engagement metrics - Track attendee engagement through metrics like session attendance, and interaction with exhibitor booths. Utilise event apps for accurate data collection.
• Exhibitor and sponsor satisfaction surveys - Distribute post-event surveys to exhibitors to gather feedback on their experience. Evaluate their satisfaction and use the insights to enhance exhibitor retention.
• Social media analytics - Monitor social media engagement before, during, and after the event. Analyse metrics such as hashtag usage, shares, and mentions to gauge online visibility and audience sentiment.
• Return on Investment (ROI) analysis - Evaluate the financial success of the event by comparing the costs incurred with the returns generated. Calculate ROI for both event organisers and exhibitors to assess the event's financial viability.
• Media and press coverage - Measure the extent of media coverage and press mentions before, during, and after the event. Assess the reach and impact of the event in terms of media visibility and industry recognition.
• Post-event interviews and testimonials - Conduct interviews or gather testimonials from key stakeholders, including exhibitors, sponsors, and attendees. Their firsthand experiences provide qualitative insights into the event's success and areas for improvement.

With versatile exhibition spaces, state-of-the-art technology, and a dedicated team, ICC Belfast is a prime location for hosting an exhibition event in the UK and Ireland. The flexible spaces offer comprehensive exhibition services, including customisable floor plans, advanced technology integration, and expert event management support, ensuring an impactful exhibition experience.

Elevate your exhibition experience to new heights by planning your event at ICC Belfast, where world-class facilities, strategic location, and a dedicated team converge to ensure an unforgettable showcase of innovation, collaboration, and success.

Plan an Exhibition Event