20-23 MARCH BIEL, LEBANON. YOUR GUIDE FOR A SUCCESSFUL SHOW 19 th EDITION 4-9 P.M. horecashow.com

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1 YOUR GUIDE FOR A SUCCESSFUL SHOW 19 th EDITION MARCH BIEL, LEBANON 4-9 P.M. FEATURING Hospitality Salon Culinaire Live Junior Chefs Competition Atelier Gourmand Lebanese Culinary Heritage Annual Hospitality Forum Beverage & Wine Lab National Extra Virgin Olive Oil Contest Best Product of the Year Packaging Innovation Parc Floral Symphonies Meet the entire foodservice industry face to face at the region s annual hospitality and food event GET YOUR ONLINE BADGE horecashow.com 300 EXHIBITORS 8000 SQM OF STANDS MORE THAN 13 PARTICIPATING COUNTRIES IN PARTNERSHIP WITH SUPPORTING HOTELS GOLD SPONSORS SILVER SPONSOR OFFICIAL MAGAZINE JOIN THE CONVERSATION AN EVENT BY info@hospitalityservices.com.lb

2 Dear Horeca participant, Thank you again for participating and believing in Horeca! We have prepared Your Guide for a Successful Show to help you in planning and organizing your participation. Hoping that it will be useful for you, Horeca 2012 team Content Putting on the best trade show p. 2 How to become a successful exhibition manager p. 3 2 months before the show p. 4 1 month before the show p. 5 On site p. 5 During the show p. 6 After show p. 6 HORECA

3 PUTTING ON THE BEST TRADE SHOW Trade shows are a number one source of purchasing information. Well-managed trade shows can be a high-yield marketing medium for a company. It is the customer s and consumer s reception of a trade show that plays a significant role in a company s sales and marketing activities. Some firms spend over 20 percent of their marketing budget on such events. Beyond actual sales or generating potential leads trade shows also provide an excellent opportunity to improve company image and to gain immediate feedback on the new products or services being launched. Here are five criteria to make the best of a trade show experience: 1.Incorporating into marketing Integrate trade shows in the company s marketing mix (advertising, direct mailing, telemarketing, social media, trade show exhibiting, and innovation) and allocate a proper budget for each activity. 2.Setting objectives Establish specific and quantifiable objectives that provide necessary benchmarks for measuring and improving on success. The main reasons for a company to exhibit in a trade show are to generate sales leads, increase a firm s visibility, meet with existing customers and meet new ones. Other objectives might be to close sales, penetrate a market, and recruit personnel. 3.Plan well in advance The real secret of success at trade shows lies in the extent of planning and preparation for the show. Trade show planning is similar to other corporate decisions and begins with the exhibit selection. It is necessary to evaluate whether the selected show meets your objectives. Once the decision is made to attend a particular show, the next steps involve settings objectives, authorizing a budget, selecting and training exhibit staff members and creating a show-plan. Show planning consists of preshow and booth planning 4.Preshow planning This reflects how a company plans to entice visitors to the booth. This involves creative incentives and effective communication with the passerby to inspire them to step up to the booth. This will define what kind of a booth should be created. Around six months is needed to develop a plan, train personnel and carry out a scheme that both attracts visitors to the booth and impresses customers with its activities. Pre-show planning should include promoting your participation at a show to existing and potential customers, sending invitations to prospective customers, and mentioning the show in advertisements. Use mailing lists can be brought as well as your own company list. 4.Personnel selection training Booth personnel need to be trained and become familiar with the industry and if trying to sell must learn to ask qualifying questions to determine the actual authority held by the potential customer. A well-trained staff is capable of igniting buyer interest through enhancing expert assistance to booth visitors. This is essential to a successful show, and shouldn t be overlooked. 5.Post show audit After the show, make sure that the exhibition manager conducts a post-show audit to evaluate the show s success relative to the firm s objectives. Results should be shared with sales and marketing managers to evaluate the current show and ways to improve on future events. The success of a show involves careful commitment, advance planning, staff responsibility and effective displays. Equally important is the follow up strategy used to contact clients and to close sales after the exhibition. Taken from Hospitality News Issue 73 HORECA

4 HOW TO BECOME A SUCCESSFUL EXHIBITION MANAGER 1. Plan and organize Understand your corporate marketing strategy and how the show fits into it. Research your target audience. Define and organize your budget. 2. Be detailed oriented Create checklists for every single task at hand. 3. Practice savvy marketing Define your promotional budget. Study your target audience. Develop a pre-show, at-show and post-show marketing plan. 4. Be a team player Learn to work together. Help everyone get acquainted and familiarize themselves with each others. 5. Manage your time efficiently Prioritize tasks at hand. Have essential information at your fingertip. Delegate. Do not procrastinate. 6. Negotiate skillfully Research who you are dealing with. Prepare strategies, tactics, question and possible concessions ahead of time Look for alternative solutions and different perspectives of the problem. Trust your intuitions and be flexible when reaching to an agreement. Create a feeling of cooperation. 7. Be Positive Have a can-do attitude. Expect to find solution to any challenges. Use a positive vocabulary that reflects optimistic thoughts and feelings. 8. Evaluate your results Ask exhibition stand visitors and your exhibition stand staff for their feedback. Do not justify your mistakes. Ask about possible improvements. Chronicle all your data and keep accurate records for later reference. 9. Keep on learning Constantly look for new and improved ways of doing things. Learn from the masters. Keep an open mind and try different approaches. 10. Have a sense of humor Learn to laugh at your staff s mistakes as well as your own. Use that sense of humor in all your negations. HORECA

5 Task 2 MONTHS BEFORE THE SHOW 1. Set objectives for your participation at the show 2. Consider whether other departments are to participate. Liaise and inform, understand their needs 3. Plan show advertising. Don't forget to update your website 4. Research and choose primary suppliers: décor, visuals, portable banner stand, exhibit display booth, furniture, transportation/logistics company, installation/dismantle supplier 5. Select staff for the show 6. Determine travel arrangements, make hotel reservations (for International Exhibitors) 7. Choose display products and reserve them 8. Plan enquiry-processing procedures, print business cards. Consider data capture as those leads are valuable 9. Get an estimate on costs (Remember to keep your budget spreadsheet updated) 10. Consider promotional gifts 11. Start filling the registration forms of the show on the website 12. Carefully review Exhibitors Manual; registration forms and terms and conditions in the contract 13. Note target dates and restrictions. Review Exhibit Floor Plan and communicate any changes to stand / Exhibit Designer 14. Reserve any additional meeting rooms (events, press conferences, after-show party, etc.) 15. Plan any in-booth presentations / demonstrations / client meetings 16. Create list of required services, noting deadlines for early buy discounts 17. Distribute show plan to staff 18. Select catering menu (for events, press events, after-show party etc.) 19. Submit authorisation form if you're using exhibitor-appointed contractors 20. Plan pre-show meeting with staff 21. Consider having literature designed & coordinated to the theme of the exhibition 22. Update and liaise with other departments sharing the stand / booth 23. Finalise enquiry-processing procedures 24. Create and order lead forms 25. Prepare orders for: shipping / storage, electrical, after-show party, promotional gifts, floral, etc. 26. Follow up on all promotions, making sure everything is ready to ship by target date 27. Prepare packs for the pressroom and stand / booth Done In Process HORECA

6 28. Check with staff regarding hotel reservations and travel arrangements 29. Schedule training for staff at show and back-office support staff 30. Send reminder to upper management about briefing meetings (in office and at show); include agenda and supporting web site address 1 MONTH BEFORE THE SHOW 31. For space only stand, provide the organizers and BIEL with a drawing plan showing details of the proposed design for approval prior to implementation 32. For space only stand, provide the organizers with the layout of the hanging banners for approval 33. Deadline to return completed registration forms 34. Deadline to send the layout of the hanging banners to the organizers to be approved (for island stands and stands at the periphery; in hall 1 and 2 only) 35. Attend Exhibitors and Sponsors Gathering ON SITE 36. Set up of stands on space only stands (NB. Refer to Horeca Exhibitors' Manual) 37. Set up of stands on equipped spaces (NB. Refer to Horeca Exhibitors' Manual) 38. Get your exhibitors pack from the organizers office 39. Ensure you are in possession of the following before leaving for the show (for International Exhibitors): Phone numbers and addresses of all suppliers-tick List from above Shipping Manifest- return shipping labels-mobile phone recharger-pocket digital camera and spare memory stick(s)-"essentials" box 40. Confirm that freight has arrived and that all contractors are on schedule (for International Exhibitors) 41. Check hotel reservations for staff, as well as confirming meeting room bookings and catering orders (for International Exhibitors) 42. Get to know the venue and find the service areas. Meet electrician and confirm date and time for electrical installation. Confirm telecoms arrangements - phone / internet connection points 43. Supervise booth set-up 44. Take photos of completed exhibit Task 45. Arrange staff treats such as luxury chocolates, fresh exotic fruit, designer fountain pens etc. 46. The day before the show hold pre-show briefing and final training for staff. Be especially positive in all aspects of staff communications at this time, so you will set the mood for the staff, for the whole show Done In Process HORECA

7 DURING THE SHOW 47. Observe competitors, see what works for them. Conduct "Mystery Shopping" if you can 48. Give staff time to visit the other exhibitors but watch out for poaching! 49. Have daily meetings with staff and unwind sessions at the end of each day. No hangovers! 50. Attend the exhibitors party 51. Take lots of photos for your stand 52. Make arrangements for booth dismantle and shipping 53. Ensure lead forms are shipped back to the office daily for processing following your defined enquiry process AFTER SHOW Task 54. Dismantling day: Be present at your stand at 9 am sharp 55. Dismantling day: Supervise stand / booth dismantling. Refer to Shipping Manifest and tick list used to pack for show to make sure everything goes back 56. Staff debriefing 57. Handle leads 58. Send thank-you notes to the visitors of your stand 59. Fill in the feedback form for exhibitors and reserve next year's space 60. Work on the visitors report received from the organizers Done In Process HORECA