Fairs provide an opportunity for a wide range of manufacturers, consumers, intermediaries to enter into direct commercial contacts, contributing to the regulation of supply and demand, the activation of economic initiative and story.

The role of fairs is that their activities are related to:

With the study of the commodity market;

Analysis of customer needs;

Product design according to the selected market segment;

Finding the optimal price, reflecting the nature of the product and the demand for it;

Merchandise regulation

Fairs operate for the following purposes:

1) demonopolization in the spheres of production and circulation;

2) increasing the reliability of providing enterprises

necessary goods;

3) reduction of trade deficit;

4) independent establishment of business and rational economic relations by the parties;

5) formation by manufacturers of plans for the production of products, expansion and renewal of its range;

6) increase in the output of high-quality products, taking into account consumer demand;

7) involvement in the economic circulation of unused, surplus products; secondary resources; substandard materials and products;

8) activation of interregional barter operations;

10) identification of real market demand for specific products;

11) provision of information-commercial and intermediary services

. wholesale fair is a short-term and periodic (less often - permanent) form of wholesale sales of goods and the conclusion of purchase and sale transactions based on inspection of samples of goods

The main features of a wholesale fair are;

1. Wholesale of goods according to the exhibited samples

2. Frequency of holding

3. Setting specific deadlines and a specific location for all participants

4. One-time and mass participation of sellers and buyers. The prototypes of modern fairs have been known since the 2nd century BC

In the evolution of fairs, the following stages can be distinguished: 1. At the beginning, the markets were fairs of agricultural products and fairs of specialization of artisans. The latter in the future more often specialized fell on goods for individual consumption.

2. Subsequently, fairs (they were only commodity ones - what is produced is sold) become sample fairs, according to which wholesale contracts are laid

3. The current stage of the development of fairs is characterized by the transformation of sample fairs into fairs of ideas. Together with the goods, the latest technologies, "know-how" are already being implemented here. Thus, the fair becomes a place for demonstrating the latest achievements scientific and technological progress, which was originally the exclusive right of exhibitions.

The subject of trade at fairs can be goods and other material values ​​that are pre-ordered, scheduled for production and delivery in the near future, or those that are made in advance and delivered to some regions, but accumulated there in excess, and therefore require constant movement to others. regions with strong demand for them. They are presented in samples, booklets, brochures, catalogs, drawings, posters, photographs, slides, films and videos. Scientific and technical developments are also exhibited at the fairs in the form of natural exhibits, models, design and technological, patent and license documentation, etc.

Wholesale fairs are very diverse in the nature of their activities; economic value; volume of trade, etc.. In the variety and varieties of wholesale fairs, their essence and features

Wholesale fairs can be classified according to the following criteria:

1) commodity specialization - the subject of trade;

2) territorial scale;

3) the range of goods sold

If the characteristics of the product specialization of the fairs use the concept of "trade item", then the fairs are divided into:

1) fairs for the sale of consumer goods;

2) fairs for industrial and technical products

Depending on the nature of trading operations in fair trade, two areas can be distinguished:

1) a fair for the sale of products that entered the primary circulation;

2) fair for the sale of unused and surplus products

Recently, fairs combining both directions have become widespread. However, while attractive to buyers, they are expensive.

On a territorial basis, the scale of activities and the volume of trade fairs can be divided into:

1) international;

2) national;

3) regional;

4) local

Depending on the specialization, there are 10 types of fairs:

1) agriculture and forestry, as well as equipment related to these areas;

2) foodstuffs, catering establishments, hotels and related equipment;

3) textiles, clothing, footwear, leather production and related equipment;

4) public robot (civil engineering, Finishing work) and related equipment;

5) housing, life and related equipment *

6) health care, hygiene, safety, security environment and related equipment;

7) transport and transport equipment;

8) informatics, communications, office equipment, bookkeeping and related equipment;

9) sports, recreation, leisure;

10) trade and domestic services and related equipment

Depending on the range of goods sold, fairs are distinguished:

1) universal, 2) specialized

The place, time and theme of the wholesale fair are determined by the relevant institutions with the participation of commercial structures, enterprises and firms.

The fair is usually preceded by work:

1) to study demand, supply, market conditions, the state of market infrastructure, economic relations;

2) to determine the volume and range of products offered for sale at the fair;

3) to identify uninstalled equipment and unused products, secondary resources

For the general management of a particular fair, a fair committee (fair) is formed, which is endowed with broad powers and is responsible for the fulfillment of the tasks assigned to it. The exhibition includes representatives of state, commercial structures, industries, trade, enterprises, firms and other organizations. The committee is headed by a person from the department under whose auspices the fair is being held. The Fair Committee performs the following functions:

1) determines the composition of participants, working bodies (directorate, arbitration, marketing groups, accounting of contracts, etc.) necessary to fulfill the tasks set;

2) agrees and approves the schedules of organizational measures for the equipment of exhibition areas and the mode of their work; arrival of participants; meetings of representatives of sellers and buyers to coordinate the reserve range of products; preparation of documentation, terms of delivery

3) provides information, technical, consulting, household and cultural services to the participants;

4) determine the amount and order of expenses for the organization and holding of the fair

At permanent fairs, the fair committee forms a directorate, which:

1) monitors the implementation of accounting, operational, statistical reporting;

2) enter into contracts necessary to ensure the activities of the fair;

3) directs the working bodies of the fair;

In Ukraine 30081995 r was approved. Regulation No. 693 "On the establishment. Interdepartmental Committee for the organization and holding of interregional wholesale and industrial fairs "and. Regulations on the procedure for conducting international wholesale and industrial fairs.

B. The Regulation states that no later than. 3 days before the start of the fair, its organizers must send out invitations to the participants of the fair. In the event of a change in the date of the event, its organizers inform the participants no later than 10 days before the previously established date.

The invitation states:

1) the place and time of the fair;

2) type and product orientation of the fair;

3) the amount of funds for participation in the fair;

4) the procedure for distributing the exposition area and admitting exhibits to participate in the fair, advertising goods and other conditions

detailed information is contained in. Regulations on a specific fair in particular, it indicates information on the forms of participation in the fair that the fair offers. The most typical forms of participation are:

1) as a seller (exhibitor) using a stand;

2) as a buyer;

3) absentee participation;

4) collective participation;

5) accreditation

. absentee participation provides:

. collective participation means the association of any firms that may participate in one typical or specialized workplace or stand

. Accreditation provides for participation in all events, conclusion of transactions, but without the right to present their products - this form of participation unites potential buyers

For any form of participation, you must first pay a registration fee.

Subjects entrepreneurial activity Those wishing to take part in the fair must submit a written application to its organizers no later than 15 days before the start of the fair

IN application for participation The fair contains the following items:

1. Full name of the company (organization)

2. Abbreviated name - used for writing on the stand

3. Initials of the director or official representative of the organization

4. Address - legal, postal

5. Phone, fax, e-mail

6 bank details

7. Number and date of the payment order that paid for participation

8. The amount of the entrance fee

9. Information about products supplied

10. Type of participation in the fair

11. Information about the required display area

12. Types of additional services

13. Terms of delivery of exhibits

14. Special conditions- design of exposition and advertising of products

15. Hotel booking

16. Payment for participation and services

An agreement for participation in the fair is concluded between the participant of the fair and the fair committee . The main terms of this agreement:

1. The Subject of the Agreement. It is indicated that the fair organizes the holding of the fair and facilitates the conclusion of mutually beneficial trade agreements both between the participants of the fair and between them and third parties, and the participant provides goods to the fair for further sale.

2. Rights and obligations of the participant. The participant has the right:

2) conclude contracts for the sale of goods;

3) represent interests and conclude contracts on behalf of other individuals;

4) demand from the organizers of the fair to comply with the conditions for its holding

Member responsibilities include:

1) registration at the fair;

2) providing (for sellers) samples of goods in accordance with the requirements of applicable standards, catalogs, brochures and other materials characterizing the goods;

3) provision of complete information about the product sold at the fair;

4) availability of appropriate powers to conclude contracts

3. Compulsory fair committee. These include:

1) providing conditions for the successful functioning of the fair;

2) supplying the participants with the necessary premises, documentation and providing marketing, financial and legal consulting services;

3) production based on the information provided by the participant, catalogs, brochures, etc.;

4) ensuring the safety of goods;

5) independent resolution of disputes between the participants or assignment of dispute resolution to the arbitration created by it, followed by approval of the arbitration decisions by the fair committee;

6) realization of the price and on its own terms of the samples of goods transferred by the participant on the basis of his written permission

4. The procedure for paying for the activities of the fairs. Granting the right to fair, as well as the allocation of premises and each additional service paid by the participant according to one of the options:

1) the participant can transfer a specific amount of money to the account of the fair, which includes a fee for the right to participate in the fair; payment for the provision of premises, security and storage; financing and legal advice, marketing services

2) by agreement between the fair and the participant, the amount of payment for the activities of the fair committee is determined in the amount of a certain percentage of the amount of trade operations expected to be concluded;

3) payment for the activities of the fair committee is determined in the amount of a certain percentage of the amount of all concluded transactions, pours no less than the established amount

All amounts due to the fair committee must be paid by the participant no later than the agreed deadline for not paying the said amounts deprives the party of the contract of the right to participate in the fair

The most convenient and expedient is to hold a fair for 4-5 days, with an expedient frequency of once every six months, it is generally customary to organize fairs in the fall, when deals are concluded next year.

Producers, consumers, intermediary organizations require continuous information support

In this regard, a significant role in the commodity market is given to permanent or periodic exhibitions of products for industrial purposes and consumer goods. In Ukraine, more than 20 large specialized firms and state enterprises are actively engaged in this activity.

The Bureau International des Expositions defines an exhibition as "an exhibition whose main purpose is to educate the public by demonstrating the means at the disposal of mankind to meet the needs of one or more areas of its activity or its future prospects.

The most important advantage of the exhibition for the buyer is the opportunity to see the goods in kind, and often - in work. The buyer compares homogeneous goods, advertising literature and makes an opinion about the level of that. Owari, immediate trade prospects. From the point of view of the seller, the exhibition is one of the ways of competition that can be used to your advantage. Branch whists are especially effective in this sense. Here you can distribute a significant amount of information within 1-2 days, bring it to the attention of an audience that would take many months to reach with the help of individual contacts. Very often, an exhibition is a convenient way to introduce a new product to the market.

The first industrial exhibition was held in. London in 1761 further exhibitions gradually took the path of commercialization. They have evolved from simply displaying technology and technology news to events where trade contracts are laid out. That is why the term "exhibition" and the term "fair" have acquired a somewhat close semantic meaning and are often used as synonymous words. Differences remained in the organizational plan.

Exhibitions and exhibitions-sales were systematized according to the following criteria - goals, objectives, directions, topics

Goals should be set according to the rank of significance, relevance and priority of achievement. Together with the goals, specific ways to achieve them should be indicated. Exhibitions may be aimed at:

1) provision of exhibition and information services to enterprises, organizations, persons engaged in individual labor activity

3) informing potential consumers about new products, the scope of their application and the possibility of acquisition;

4) exchange commercial information with other regions, which contributes to the rationalization of economic ties;

5) coverage of achievements and prospects in the field of development of science and technology, development and implementation new technology, progressive technological processes;

6) determining the possible demand for goods that are being developed;

7) comparison of this product with the products of competitors;

8) making deals

Performing one of the functions of marketing, exhibitions in modern conditions solve the following tasks:

1) market research;

2) timely provision of information to participating enterprises;

3) development of direct personal contacts with new partners

4) constant adaptation of the offer to the differentiated requirements of the market, the study of its trends;

5) timely improvement or rationalization of product renewal, depending on changes in consumer requirements;

6) active development of marketing, especially in the field of promoting goods on the market;

7) systematic analysis of competition conditions, qualitative improvement of commercial offers, change in production orientation;

8) Development of various types of business cooperation

According to experts, the field of activity of exhibitions at the beginning

XXI century will be defined as follows:

1) global- where will supply and demand be concentrated on a global scale;

2) European- which will serve as a mirror of the European market;

3) local- limited range, in relation to the specifics of the region;

4) European regional- the scope of which will be narrower than in pan-European, but much wider than that of ordinary regional exhibitions

Trade shows are divided into the following types:

1) at the venue;

2) by frequency;

3) in the direction of work;

4) by type of offer;

5) according to demand

1. By venue:

1) exhibitions held on the territory of the country;

2) exhibitions held abroad

Exhibitions are divided into regional, interregional, national and international

. Regional exhibitions have a range of up to 100 km, represent one or more industries and are designed to demonstrate the capabilities of small enterprises

. Interregional exhibitions have the same structure, but a larger reach and attract more businesses

. National exhibitions- this is a kind of showcase of the national industry, held on the territory of the country or abroad with the aim of demonstrating the products of national production and stimulating its sale, have an intersectoral ha.

. international character acquire those exhibitions in which exhibitors from foreign countries, which should be at least 10-15% of the total number of participants

depending on specialization organizational features and the level of holding, the following main types of international exhibitions are distinguished:

1) international specialized exhibitions, the subject matter of which covers the whole branch of science and technology (for example, "Chemistry");

2) international specialized exhibitions (salons), the subject matter of which covers certain areas of the sub-sector of science and technology (for example, "Welding", the air show in Bourges);

3) international exhibitions held within the framework of congresses, conferences, symposiums

2. According to the frequency of the exhibition, there are:

1) periodic - after two, three years;

2) annual;

3) seasonal

The frequency of the event depends on the types of products (exhibits) offered and the conditions of competition. So, fashion shows can take place 2-4 times a year, and demonstrations of new technology - with an interval of 2 to 5. Rokiv.

3. By areas of work distinguish:

1) trade shows at which goods are sold or orders are received;

2) informative exhibitions;

3) exhibitions held with the aim of developing communications and establishing contacts

4. By type of offer exhibitions are:

1) universal;

2) diversified;

3) industry

5depending on demand distinguish:

1) exhibitions of consumer goods;, 2) exhibitions of investment (industrial) goods;

3) technology exhibitions;

4) investment exhibitions, etc.

In addition, exhibitions can be permanent and mobile. So, for example, in The United States has about 200 permanent exhibition centers (industry and non-industry)

They deserve special attention. World Trade Exhibitions, which appeared at the beginning of the 19th century. They reflect the technological development of all mankind and become a significant political and cultural event. In honor of such exhibitions, architectural masterpieces are often created: for example,. Crystal Palace c. London (1851) or. Eiffel Tower (18899).

. world exhibition- this event, the purpose of which is to demonstrate the means that humanity has to meet its diverse needs. So, in 2000, the world exhibition "EXPO-2000" was held. Hannover under the motto "People Dina-Nature-Technology" The next world exhibition will be held in Japan in 20055.

In the Ukrainian exhibition business such powerful firms as VneshExpoBusiness, the National Exhibition Center, the Chamber of Commerce and Industry of Ukraine enjoy a solid reputation. These major exhibition organizers have a database of companies from various industries that are in contact with a fairly wide range of potential exhibitors.

Prestigious and representative specialized exhibitions are regularly held. Among them are such well-known ones as "Mir Arpo", "EN-TER" EX", "Car dealership. MAS” and others. They are organized by the Ukrainian firms “Primus-Ukraine”, “Ev vroindex”,”. Autoexpo "". Galician contracts”,”. Marine technologies”,”. Expodonbass.

The largest exhibition in Ukraine enjoys great popularity among professionals computer technology, software, communications and office equipment -"ENTER"EX". This exhibition is a product of the work and fantasies of the advertising and publishing company Euroindex.

actively engaged in exhibition activities in. Kyiv,. Odessa. Lvov,. Dnepropetrovsk and Donetsk

The dynamics of exhibitions in the specialized exhibition center "EXPODONBASS" for the period from 1998 to 2001 is shown in Figure 113

Number of exhibitions

for the period from 1998 to 2001

The process of organizing an exhibition is a complex set of organizational, contractual, and in some cases diplomatic measures. Sometimes the organization of a large exhibition takes 1-2 years

Preparation and holding of the exhibition includes the following stages

1. Making a decision to hold an exhibition

2 official announcements of the exhibition, indicating the goals, main topics, deadlines for submitting applications and the work of the exhibition

3. Formation of the management structure for the preparation and holding of the exhibition. Acceptance of applications for participation in the exhibition. For example, at major exhibitions, it ends, as a rule, 2, 3 or 5 months before the start of the rho. Cover of the exhibition.

4. A set of preparatory organizational and technical measures (distribution of exhibition space among participants, determining the amount of advance payments, etc.)

5. Installation of the exposition - must be completed 4 $ h before the opening of the exhibition

6. Grand opening exhibitions and official viewing

7. Opening of the exhibition for visitors

8. Security work program Exhibitions

9 official closings of the exhibition

10. Dismantling of the exhibition

11. Summing up the results of the exhibition

Exhibitions function at the expense of cash receipts, namely:

From the contributions of its members;

Entrance fee of visitors;

Leasing of exhibition space;

Editions of commercial information materials;

Orders for artistic design of work;

Publishing activities;

Received under contracts with higher organizations

The organizers of the exhibition may set deadlines for refusal to participate in the exhibition and return of registration fees. For example, if a participant refuses to participate 15 days before its start, then 100% of the registration fee is returned to him, and if later than the deadline, the fee is not returned.

To participate in the exhibition, the participant must submit an application for participation to the organizers (the content of the application is similar to the application for participation in the fair)

On average, the expenses of large companies in exhibition events amount to 5-30% of all funds spent on marketing communications. Moreover, for those enterprises that produce consumer goods, this figure is somewhat lower (5-10%), and for producers of means of production - higher - 30-35%.

A typical cost structure for participating in an exhibition is as follows:

Rent -15-20%;

Installation of exposure - 40-50%;

Dismantling of the exposition - 5-10%;

Representation expenses - 15-25%

During the formation market relations The need for exhibitions is due to a number of reasons:

1) exhibitions contribute to the formation of new contacts between enterprises;

2) exhibitions themselves today, more than ever, contribute to familiarization with a new type of product, technology;

3) with a decrease in the role administration exhibitions act as a tool for analyzing and forming the level of quality and prices of products

There are many problems in organizing exhibitions and fairs due to the following:

1) poor development of market infrastructure;

2) insufficient number of exhibition areas and their unsuitability for holding exhibition and fair events;

3) lack (to a certain extent) of experience

All of these problems are exacerbated by the general downturn in the economy.

The main disadvantages of modern exhibitions and fairs can be divided into three groups:

1) financial and economic;

2) organizational;

3) service and household

1. Specialists attribute financial and economic shortcomings mainly to inflation. Expenses for rental of premises, transport, handling facilities, security, advertising, design and other services increase significantly compared to previously established rates.

2. There are two groups of organizational problems that are typical for holding any exhibition and related to the preparatory period preceding the exhibition, and the activity of participants during the exhibition, as well as the holding of related events (competitions, seminars, meetings). An analysis of the work of exhibitions (and fairs) shows that during the preparatory period, the role of an advertising campaign should be significantly intensified, aimed at bringing information to interested enterprises and individuals in a timely manner. During this period, it is important to develop a real reasonable estimate of income and expenses, to take into account all possible expenses. During the exhibition (fair) the organizers should promote the activity of the participants. To do this, it is necessary to think over the mechanism of benefits and encouragement.

3. A very important role is played by shortcomings in the proper level of service and consumer services: the premises are not sufficiently adapted, the equipment is not transformed and not mobile, there are no additional service and household appliances, furniture is not properly organized. Binding.

Fairs and exhibitions as one of the forms of ensuring the activities of enterprises in the commodity market have good prospects in a market economy

Features of the development of fairs and exhibitions are currently determined by the progress of market reforms. Only under the conditions of a market economy and the presence on the market of enterprises capable of independently establishing yuvat and developing economic ties, guided by the criteria of profitability, wholesale fairs and exhibitions can become as effective as possible.

The formation of a market infrastructure contributes to the development of specialized exhibitions and fairs that ensure the expansion of the volume of products offered by one product group

The emergence of new entities on the market offering similar goods and services to the consumer makes it necessary to hold exhibitions and sales, where consumers can get acquainted with the products of all manufacturers, offer these products, compare their quality characteristics.

The erection of goods and services of competing firms in one place and at one time, the fact that they have the same conditions for presenting their own products, attracting the maximum number of potential consumers of these products by widely informing - these are the factors that make it possible to consider that fairs and exhibitions are very promising in the future. and can become an important link in the infrastructure of market economies.

International Exhibition- this is a display and demonstration of goods in front of foreign specialists, consumers and the general public in order to familiarize themselves with the advanced achievements in the relevant industries and the results of scientific progress.

International exhibitions may be world(EXPO), universal, thematic, specialized or industry. World EXPO exhibitions do not pursue commercial purposes and are predominantly political, scientific, economic and propaganda in nature, the vast majority of countries of the world take part in them. The organization of such exhibitions is supported by the state and diplomatic channels.

Universal exhibitions do not limit the product range of exhibited samples and cover all or most industries National economy. A representative example of exhibitions of products and services of related industries are thematic exhibitions, such as the exhibitions "Health Protection", "Protection of the Environment", "Ocean", etc. On specialized exhibitions exhibit goods of one or related industries and/or science.

Short term exhibitions are limited to no more than three weeks. Permanent exhibitions are usually organized at diplomatic consulates abroad. One of the varieties of exhibitions of this type are also shopping centers which organize specialized exhibitions of goods of the respective country abroad. They provide interested companies and organizations of their country with exhibition space free of charge, assist in organizing an exhibition stand, pay for the installation and dismantling of exhibits, provide exhibitors with information about the situation and the situation on the local commodity market.

mobile e exhibitions are organized using means of transport, for example, floating exhibitions placed on a steamer, in aircraft cabins, exhibitions in motor vans.

The most effective in terms of marketing and increasing sales are commercial and industrial exhibitions, especially specialized branch ones, devoted to a separate (often rather narrow) branch of the national economy, applied science and technology. It is precisely such exhibitions that have received particularly great development in recent decades, and there is a tendency to increase their specialization. There is an increase in the number of exhibitions of goods of the machine-technical group. Machines and equipment are effectively shown to potential buyers in action, in operating mode, which makes it possible to visually acquaint exhibition visitors with their technological properties and design features.

international fair is an international economic exhibition of designs, an international market for goods and services, organized on time within a certain period of time and in the same place. The purpose of their holding is the conclusion of commercial transactions not only on a national, but also on an international scale. The main difference between a fair and a regular market is that it prohibits the sale of takeaway goods, i.e. trade is carried out strictly according to samples, although the sample itself can be sold at the end of it. The most famous international fairs are the Hannover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.

In recent decades, the border between exhibitions and fairs has practically disappeared, since now not only at fairs, but also at exhibitions, samples are traded, deals are made, marketing, commercial and promotional work is carried out, which also includes PR actions.

At the Vienna Congress of the Union of International Fairs in 1977, the following classification of international fairs was approved:

I. Industry-wide fairs (3 groups):

A.1. – technical and consumer goods;

A.2. – technical;

A.Z. - consumer goods.

II. Specialized fairs and (10 groups).

Groups of specialized fairs B.1. - AT 9. compiled according to human needs (food, clothing, housing, self-care, movement, communication and information, entertainment). Each of the groups includes both finished products and related equipment.

Currently, in European countries, the signs of classification are narrowed. It is customary to group fairs/exhibitions both on a territorial basis (the origin of exhibits) and on a thematic basis (a single concept or specific groups of products/services presented). Fairs and exhibitions are considered international with a significant number of foreign participants (usually at least 10%) and professional visitors (usually at least 5%). Interregional fairs and exhibitions offer the consumer products and services produced by several regions. Local(regional) fairs and exhibitions showcase products and services predominantly from producers in the region.

MEANING: Trade shows allow a short time using individual contacts to cover a wide audience of potential consumers and buyers with relevant information about the product. Potential consumers, buyers and technical specialists have the opportunity to inspect the exhibited goods at the exhibition-fair, in some cases to get acquainted with them in action, advertising and information and information and technical literature, compare the same type of goods, their quality and commercial characteristics, find out the most advanced samples from a technical point of view, identify promising areas of scientific and technological progress, establish contacts with representative exhibiting firms, negotiate, conclude contracts, get an idea about the immediate prospects for trade, listen to reports and messages at information and training seminars, symposiums and conferences, etc.

Based on world experience, exhibition / fair events are classified according to five main features:

 geographical composition of exhibitors: worldwide, international, national, interregional, local, etc.;

 thematic (sectoral) principle: universal, specialized;

 significance of the event for the economy of the city/region/country: federal, interregional, local significance;

 territorial location: held on the territory of one's own country or in other countries;

 operating time: permanent (0.5 year, 1 year), temporary (from 0.5 to 5 months), short-term (from 2–5 days to 0.5 months).

Sales promotion

Under sales promotion refers to short-term promotions, the purpose of which is to encourage the buyer to make a purchase immediately or in a certain period of time (during the promotion period).

Sales promotion activities can have various goals: promoting a new product to the market and encouraging the buyer to make the first purchase; encouragement to making repeated or multiple purchases; attracting new segments of buyers to the store; selling poorly turnover and illiquid goods, etc.

Price incentive. Price simulation is a promotion to reduce the price of certain product groups

Or categories. Price incentives can take various forms.

Price discount as a percentage of the cost of the product. It is advisable to use this method of sales promotion when it is necessary to get rid of product balances, illiquid and poorly circulating goods, goods with an expiring shelf life, etc. (price discount of 10, 30, 50%)

Establishing a new price for a product. Similar to the previous one. Often these two methods are used together, when, in addition to indicating a percentage discount, the old and new prices are placed on the product price tag. In this case, it is easier for the buyer to assess the size of his benefit. However, setting a new price can also act as an independent way to stimulate sales.
Discounts on second and subsequent purchases. primary goal this method sales promotion - increase total amount buying and selling less popular items. In this case, there may be different options for using this method (1 purchase - 20%, the second - 30%).

There is another version of this method of sales promotion, when goods are formed into sets at the same time, the cost of the set is set lower than if each of the goods was purchased separately.

Price discount during certain opening hours of the store. The purpose of such a promotion is to increase the flow of customers during those hours when the level of attendance is the lowest.
Simple discount programs. This promotion assumes that the owner of a simple discount card is entitled to a price discount on all subsequent purchases in this store or in the store of this trading network . (issued free of charge or after purchase for a certain amount).

Accumulative discount cards. the amount of the discount is not fixed, but grows as the customer makes repeated purchases in the store.
bonus program. In this case, the buyer is issued a bonus card (usually subject to the same conditions as the discount card), to which certain points (or bonuses) are credited with each purchase.
Another way to stimulate sales is to accept used goods in exchange for a new one with a certain surcharge.

Gift incentive. This type Sales promotion implies that when making a purchase, the buyer receives an incentive in the form of a gift.
(every 10th, when buying for a certain amount, etc.)

Similar information.

The fair is a periodically operating market, which gives its exhibitors the opportunity to exhibit samples of their production, demonstrate new achievements and technical improvements in order to conclude direct trade deals.

At international fairs, goods are sold only to intermediate links (industry, wholesale and retail networks).

An exhibition is a public demonstration of achievements in a certain sector of the economy, technology, science, culture, designed to meet human needs.

International exhibitions are the most effective tool for studying the market situation, searching for a potential consumer, establishing business contacts, cooperative ties, establishing business cooperation, selecting potential investors, etc. product capability video.

In order to develop trade turnover at most exhibitions, it is allowed to carry out commercial transactions in relation to the exhibited samples, but sales, unlike fairs, are carried out to end consumers.

Advantages of international exhibitions and fairs:

1) for the buyer:

Concentration of a large number of samples of goods produced in different countries;

There is an opportunity for a short time to get acquainted with the offer available on the market, get advice from specialists, analyze prices and quality characteristics of products;

Agree on the spot commercial terms and conclude an agreement;

There is an opportunity to get acquainted with the product in action, with its work and scope;

2) for the seller:

The ability to better and faster study the products of your competitors;

Make a deal;

3) is a meeting place for representatives of business circles from different countries to maintain direct ties and establish personal contacts;

4) exhibiting the best samples of the latest products contributes to technical progress and the emergence of new products;

5) act as information centers for the exchange of economic and scientific and technical information.

An exhibition is considered international if 10-15% of exhibitors in it are representatives of foreign countries.

About 400 international exhibitions are held annually in the world. The world's largest exhibition centers are located in Western Europe and the USA. In Germany - Hannover (465 thousand m2 of exhibition space), Frankfurt am Main - (292 thousand m2), Cologne (275 thousand m2); in France - Paris (226.6 thousand m2); in Italy - Milan (375 thousand m2); in the USA - Chicago (204 thousand m2); in the UK - Birmingham (190 thousand m2); in the Netherlands - Utrecht (181 thousand m2); in Spain - Valencia (180 thousand m2).

In general, Germany, Great Britain, the USA, France and Italy account for about 70% of all international exhibitions and fairs held. The importance of international fairs/exhibitions in developing countries (Syria, Libya, Ghana, Morocco, Chile) is growing.

International fairs/exhibitions are classified according to certain criteria.

location distinguish between domestic and foreign. International fairs / exhibitions are considered domestic for a national exhibitor and foreign - for a representative of another country.

By field of activity fairs/exhibitions are divided into regional, interregional and worldwide.

An example of a world exhibition is the World Exhibition "Expo - 2000", which opened in 2000 in Hannover (Germany). It was attended by 200 countries and international organizations; on all continents "Expo" carried out 800 "world projects".

By the nature of the exhibits exhibited distinguish between universal and specialized fairs/exhibitions.

At universal fairs / exhibitions, a wide range of products from industries that are not related to each other is demonstrated, that is, the exhibits are not limited to certain product groups.

At specialized fairs/exhibitions, goods from one or more related industries are exhibited.

By dates there are periodic (2-4 times a year for consumer goods or with an interval of 2-5 years for technological innovations) and permanent fairs / exhibitions (organized, as a rule, at various representative offices of the country abroad in order to demonstrate samples of export goods).

location fairs/exhibitions are divided into permanent ones, i.e. they always retain their theme and venue, and mobile ones, which are organized in order to expand the circle of visitors using various means transport (on board large ships, in vans, aircraft cabins).

At international fairs/exhibitions, two types of transactions are concluded: transactions on exhibited samples with the subsequent delivery of goods and the sale of the exhibits themselves.

The participation of a company in an international fair / exhibition involves the passage of four stages by it (Fig. 10.4).

To determine the effectiveness of participation in an exhibition / fair, to compare the exhibition with others in which the company took part, the indicator of the intensity of contacts is calculated:

where 1k. - intensity of contacts;

B - the number of recorded conversations with clients;

C - the number of stand attendants;

T is the duration of the exhibition in days.

The activities of international fairs/exhibitions are regulated by:

Local institutions (ministries, departments, chambers of commerce, unions of industrialists and entrepreneurs, city authorities, etc.); international organizations (for example, the Bureau International des Expositions; the Union of International Fairs, established to organize international fairs, expand the scope of their activities, promote the development of international trade; Working Group on International Fairs of the Development Commission foreign trade with the UNECE).

Exhibitions and fairs occupy a special place among the means of advertising influence, as they provide very wide opportunities for demonstrating advertised products in order to establish direct contacts with buyers and consumers.

Fairs are a periodical active market, that is, a market that gathers regularly in the same place, at a certain time of the year and for a fixed period. The goal is to give the opportunity to the participants - exhibitors to exhibit samples of their production, to demonstrate new achievements and technical improvements in order to conclude bargaining deals.

The purpose of trade-industry exhibitions is to show n-t achievements one country or different countries in one or several areas of production, science, technology. The overwhelming majority of exhibitions are organized in the interests of developing trade.

According to the composition of participants and economic significance, national and international exhibitions and fairs are distinguished.

Foreign buyers are allowed to national exhibitions and fairs held in their country, but the right to sell is strictly reserved for national firms

International exhibitions and fairs cater for international trade, companies from any country participate in them without restrictions. Their significance is determined primarily by the fact that they began to play a large role as a place for concluding international transactions. One of the main advantages of international exhibitions and fairs is the concentration of samples of a huge number of goods produced in different countries. For the buyer: getting acquainted with the offers on the market, obtaining the necessary advice from specialists, comparing prices and quality characteristics, negotiating and negotiating commercial conditions, signing a contract. For the seller: the possibility of wide advertising of their products using different advertising mediums. Fairs originated as market events, the main purpose of which is the sale of products or goods on display. In contrast, exhibitions arose as a means of public demonstration of certain achievements of mankind and were initially educational in nature, but as they developed, they also acquired a pronounced commercial focus. This means that the fair = a commercial event, the main purpose of which is the conclusion of trade deals on the exhibited samples; exhibition = primarily a public demonstration of the achievements of certain branches of the material or spiritual sphere of society, the main purpose of which is the exchange of ideas, theories, knowledge while conducting commercial work.

According to the nature of exhibits international exhibitions and fairs universal(where the exhibits are not limited to certain product groups - all industries) and specialized- where the goods of only one or several related industries are exhibited, or the achievements of applied science are shown. By timing and method they can be divided into: 1) short-term exhibitions - no more than 3 weeks, 2) mobile (organized in order to expand the circle of visitors using various means of transport. others will introduce their country abroad in order to demonstrate possible foreign buyers of samples of export products to close deals on samples. 4) shopping centers - carry out a wide range of activities in organizing special exhibitions. They provide exhibiting companies with free space and pay for everything. 5) trade weeks - a new kind of exhibitions - are usually organized in the supermarkets of cereals in cities to showcase the sale of consumer goods.

Types of commercial transactions concluded at international exhibitions and fairs: 1. The main type - transactions on the exposed samples with the last delivery of the goods. 2. Sale of the exhibits themselves: machines, equipment, durable items. In such transactions, the buyer picks up the goods after the closing of the exhibition or fair.

Organizations that regulate the activities of exhibitions and fairs: we deal with the regulation of the activities of fairs and exhibitions both by the institutions where they are held and by international organizations

2. International organizations: 1) Bureau International des Expositions 2) Union of International Fairs 3) International Fairs Working Group of the Commission for Trade Development at the European Economic Commission of the United Nations

Organizational forms of operations for international tourism.

For modern forms of organization of international tourism is characterized by:

Increasing concentration among the largest group retail firms offering tourism services (depriving a large number of firms of legal and economic independence)

Changing the nature of the activity of travel wholesalers and turning them into tour operators

Formation of large corporations in the tourism industry and their direct operations to provide tourism services to customers

Penetration into the tourism business of "non-tourist" capital - transport, trading companies, banks, insurance companies, newspaper trusts - by creating their own travel agencies in the form of subsidiaries

A feature of the current stage is the introduction by hotel companies of automated electronic computing systems for managing and reserving places in hotels.

Tour operator firms is a travel wholesale company that acts as an intermediary between the tourism industry and travel agencies. Organizes exclusive tours and sells them on its own behalf through travel agencies. In the process of organizing tours, the tour operator establishes links with accommodation, catering, transport enterprises, as well as with a tour desk.

travel agency is a retail firm that acts as an intermediary between service enterprises or tour operators, on the one hand, and tourist clients, on the other. The travel agency either implements inclusive tours offered by tour operators, or is engaged in the presentation of certain types of services to individual tourists or groups of people. Travel agencies according to their position can be of two categories:

· Independent, ie. not related by family ties with other firms;

· Acting in the form of subsidiaries and branches of tour operators, tourism industry companies, trading companies, banks, insurance companies and other companies.

Tourism corporations- These are large enterprises of the tourism business, which, through a system of participation, unite a wide range of companies providing various types of tourism services. Usually they have a wide network of tour operators and travel agents in different countries, through which they carry out the implementation of inclusive tours and certain types of tourist services.

Tourist complexes- These are large diversified concerns that occupy a dominant position in the tourism business of their country and serve the international market.

hotel chains- this is the formation of the largest hotel complexes, which, through an automated system for managing and distributing the hotel stock, unite the companies included in them.

Companies in other industries tourism business:

Transport

· Trading

Industrial

· Banking

· Insurance, etc.

ILO is an exchange n-t knowledge on a commercial basis between counterparties from different countries, including intra-company exchange, that is, the exchange between parent companies of TNCs and their foreign subsidiaries. The content of the n-t knowledge trade operation is the provision on a commercial basis of insotr to the counterparty of the results of n-t activities that have not only scientific, but also practical value - such operations are called international technology exchange operations. The commercial basis assumes the compensation of technology transfer. Intra-corporate technology exchange - carried out in compliance with the attributes of foreign trade transactions and involves the transfer of technology on a reimbursable basis. Scientific and technical communications - the existence of the relationship of n-t, production, val-fin and legal nature, which is based on the exchange of results of scientific research, experimental design, technological developments, advanced production experience, carried out through international transaction trading. N-t connection contribute to the rapid use of world achievements in the field of science and technology.

Types of sold technology:

1) Knowledge and experience embodied in the form of inventions, utility models, industrial designs, trademarks and other objects of industrial property protected by law

2) Knowledge and experience n-t, industrial, managerial, commercial, financial or other nature, used in the process of n-isl development, manufacture, sale and operation of competitive products, not protected by security documents. KNOW-HOW. Character features: sci-tech and economic value, practical applicability, lack of direct protection as an industrial property, full or partial confidentiality. Presented in the form of documentation, or direct production of specialists' experience by "transfer of people"

The nature of the features of the international exchange of those knowledge in modern conditions:

the objective nature of the development of international exchange n-t knowledge

monopolization of technological knowledge (concentration of scientific research and developments in large industrial firms developed countries, since high R&D costs)

Pursuing a targeted policy in the field of technology transfer by firms

The use by firms of intra-corporate technology exchange as one of the means of foreign economic expansion. (Transfer of licenses by TNCs from branches and subsidiaries)

Active participation in the international technological exchange of small medium-sized firms (venture and risk firms - conducting scientific research work)

strengthening of inter-imperialist contradictions in the sphere of international technologist exchange, which leads to an aggravation

competition between TNCs in the world commodity markets

The desire of TNCs to create new forms of economic dependence of developing countries

· the struggle of developing countries for the establishment of a certain order in the transfer of technology.

26. Types and content of international licensing agreements.

· International license agreement. The object of a license agreement may be a license for an invention, as well as know-how and a trademark.

· International contract of sale including the supply of equipment. The contract may provide for an accompanying license providing additional information about the technological process in which this equipment is involved, part of the design documentation for the possible manufacture of spare parts, equipment repair.

· Combined international contracts for the sale of licenses and the supply of equipment. When purchasing a license for the production of complex machines, the licensee, along with technical documentation and training of specialists for better mastering of production, sets the condition for the delivery of a number of complex units first to ready-made to then gradually switch to their independent production.

· International agreements on the design and construction of industrial facilities. When designing and building industrial facilities abroad, an integral part of the general agreement (contract) or an addition to it may be a licensed part relating to the transfer of patent rights and know-how included in the project, construction object, technology and equipment of this industrial enterprise(associated license) and carrying out design work such as engineering.

· International agreements on scientific and technical cooperation. Scientific technical cooperation, as a rule, provides for the exchange of information on scientific and technological achievements, inventions, scientific and technical knowledge, etc. therefore, these contracts often stipulate accompanying licenses. If there is a mutual exchange of these materials, licenses can act in the form of cross, i.e. mutual licenses. With cross licenses, mutual monetary settlements are not necessarily made. In some cases, the parties are interested in obtaining equivalent information.

· International agreements on industrial cooperation. They may apply conditions for the grant of licenses, the supply of goods or the provision of services in various combinations. Often the basis of industrial cooperation is license agreements, extended by agreements on industrial cooperation.

The content of international licensing agreements is the establishment of scientific and technical relations aimed at introducing the results of scientific research and development into production. Licensing agreements usually mediate a whole range of relationships ultimately associated with the organization of the production of the licensed product or with the use of the licensed process. This complex, along with scientific and technical relations, includes financial relations, relations of production associated with the sale of products, business management, etc.

CONTENT

INTRODUCTION

3.1. THE MAIN STAGES OF THE COMPANY'S PREPARATION FOR EXHIBITIONS AND FAIRS

3.2. PURPOSE OF PARTICIPATION

3.4 EXHIBITION STAND

3.5 HOLDING THE EXHIBITION

CONCLUSION

BIBLIOGRAPHY

INTRODUCTION

Participation in international exhibitions and fairs is an effective means of communication policy in international marketing, stimulating the sale of goods and services in foreign markets, an effective method in competition. International exhibitions and fairs are organized in various countries. They are especially active in such countries as Germany, England, USA, France, Italy, which account for about 2/3 of all exhibitions and fairs. At the same time, there is an increase in the number of international exhibitions and fairs, an expansion of their exhibition space, an increase in specialization, an increase in the share of machinery and equipment in the range of exhibited goods, and an increase in the amount of export-import transactions concluded.

International Exhibition- this is a display and demonstration of goods in front of foreign specialists, consumers and the general public in order to familiarize themselves with the advanced achievements in the relevant industries and the results of scientific progress.

Exhibitions are an effective resource for organizing and conducting marketing research, as they provide interested organizations with extensive applied information. Each exhibition is a kind of cross-section of a very specific market situation; it provides an opportunity not only to search for relevant markets, but also to participate in entering these markets using the most effective methods. Each exhibition is an important and cost-intensive part of the marketing plan of any organization that takes part in it as an exhibitor, visitor or organizer.

Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities for demonstrating advertised products in order to establish direct contacts with direct buyers and consumers.

An exhibition or fair brings benefits not only to the exhibiting company, but also to consumers. One of the main advantages of fairs and exhibitions is the concentration of samples of a huge number of goods produced in different countries. This enables the buyer to get acquainted with the offers existing on the market in a short time, get the necessary advice from specialists, make the necessary comparisons of prices and quality characteristics, negotiate and complete the deal. At the same time, the buyer can get acquainted with the product in action, with the methods of its work, scope and effectiveness. These factors ensure the great popularity of exhibitions and fairs and attract a huge number of visitors.

In the modern concept of marketing fairs and exhibitions are of particular importance. Many American firms use more than 20% of all funds allocated for marketing as expenses for preparation and participation in fairs and exhibitions. Even more significant is the share of recent costs for European firms. It reaches 25%. This situation is due to the fact that many firms see in fairs and exhibitions important tool marketing, enabling them to successfully solve existing problems conditioned, first of all, by the need to ensure effective commercial and pricing policy, distribution and promotion policies.

Exhibitions play a special role in sales promotion on international markets, because:

common for all the problem of lack of time, distance and costs required for contacts with consumers and potential buyers are partially solved by participating in the exhibition,

product demonstration automatically overcomes communication barriers,

· Exhibitions and fairs are one of the few means where personal contact between the seller and the end user is possible.

1. FORMATION AND DEVELOPMENT OF EXHIBITIONS AND FAIRS

The formation of fairs and exhibitions has a long history. Simultaneously with the formation and development of market relations, fair and exhibition activities developed. The most important period in the development of fairs and exhibitions is the first half of the 12th century. At this time, fairs were widespread in France, England, Switzerland, the Roman Empire.

The progressive development of industrial production, the improvement of means of communication, the ever wider use of the possibility of concluding trade transactions on samples instead of the previously carried out direct sales of goods placed by large enterprises in the places of trade, predetermined further development fair and exhibition activities.

Such activity became especially active in the 19th century. During these years, world exhibitions began to be held. The first of them took place in 1851 in London. It was followed by an exhibition in Paris in 1867. In 1879, the World Exhibition was held in Philadelphia.

At the end of the XIX century. fair and exhibition activity has reached a wide development in many countries of the world, including Russia. In 1886 in Nizhny Novgorod All-Russian exhibition took place. At this exhibition, which lasted 120 days, 9700 exhibits were presented, which were located in 172 covered pavilions.

An exhibition is usually viewed as a short-term event, usually held periodically in the same place, in which a significant number of firms demonstrate new products, ideas or services with the help of samples to inform potential consumers about their firm and its products in order to promote sales.

It follows from the above definition of an exhibition that its main task is to demonstrate achievements in one or more areas of human activity.

Fair trade in Russia has rather ancient historical roots. In 1641, by decree of Tsar Mikhail Fedorovich, the first Russian fair was organized near the walls of the Makariev Monastery, not far from Nizhny Novgorod. Among the participants of the fair trade were rich Russian merchants, merchants from China, India, Bukhara, Tashkent, who offered furs, silk, pearls, gold, silver, linen and other rare goods for sale. After the fire of the Gostiny Dvor in 1816, the fair sales moved to the newly rebuilt stone Gostiny Dvor directly in Nizhny Novgorod, and from 1822 the Nizhny Novgorod Fair began to work. In 1896, under the chairmanship of a major Russian entrepreneur Savva Timofeevich Morozov opened the first All-Russian trade and industrial exhibition.

At the beginning of the 19th century, another major fair appeared in Rus' - Irbitskaya. In 1844, there was a rapid growth of the gold mining industry in Siberia, which became a powerful impetus for the activation of fair trade.

The revival of fair trade in Russia can be noted since 1991. In 1993 the All-Russian joint-stock company"Nizhny Novgorod Fair" was presented with a high award in Madrid "Arch of Europe Gold Star", which was previously awarded only to four companies on the planet: Japan, Germany, Mexico and Spain.

Fair trade in Russia as organizational form establishment of commercial relations has become quite widespread. Traditionally, fair trading has also been expressed through the organization of trade in the form of sales exhibitions or exhibitions-salons.

2. CLASSIFICATION OF EXHIBITIONS AND FAIRS

The exhibition market has firmly taken its place in the promotion of goods and services from the manufacturer to the consumer. Participation in exhibitions today is an indispensable component of the success of a company.
The number of exhibitions and the variety of their topics has increased significantly in recent years.

Exhibitions are usually classified according to territorial, sectoral and thematic features.

Classification of exhibitions on a territorial basis:

international - with the participation of representatives from different countries,

inter-regional - with the participation of representatives from different regions within one country,

· regional - with the participation of representatives from various cities, villages, collective farms of the same region.

Exhibitions can be held in various geographical locations of the world, in different times and have varying durations.

International exhibitions can be world (EXPO), universal, thematic, specialized or sectoral. World EXPOs do not pursue commercial purposes and are predominantly political, scientific, economic and propaganda in nature, the vast majority of countries of the world take part in them. The organization of such exhibitions is supported by the state and diplomatic channels.

Universal exhibitions do not limit the product range of exhibited samples and cover all or most sectors of the national economy. An example of exhibitions of products and services of related industries are thematic exhibitions, for example, "New Year's Fair", "Southern Tourism Forum".

At specialized exhibitions, goods of one or related branches of production and science are exhibited. For example, "Southern Architectural and Construction Forum", "Wines and Drinks", "Spring Charm".

At modern diversified exhibitions with a detailed and thoughtful classification, the main assortment of many branches of large and small industries is presented. Industry or special interest exhibitions focus on one or more groups of producers or consumers, or on a particular service sector. From the point of view of the territorial coverage and significance of such exhibitions, they can be both international and national or regional.

Trade and industrial exhibitions, especially specialized industry exhibitions dedicated to a particular branch of the national economy, applied science and technology, have the greatest efficiency in terms of marketing and increasing sales volumes. There is an increase in the number of exhibitions of goods of the machine-technical group. Machines and equipment are effectively shown to potential buyers in action, in operating mode, which makes it possible to visually acquaint exhibition visitors with their technological properties and features. For example, these are the MOBI, YugAgroProm. YugAgroPischeMash, Medima.

The exhibitions organized during the congresses perform mainly the function of complementary and illustrative expositions. Visitors to these exhibitions are usually not so numerous, but represent a circle of highly qualified specialists.

Globalization - Global exhibitions are the most significant exhibition events of certain industries on a global scale. They generate interest and attract both exhibitors and visitors from all over the world.

Europeanization - An exhibition event of a European scale - a meeting place for exhibitors and visitors-specialists from various European countries (EU, European Free Trade Area, states - former members of the Council for Mutual Economic Assistance).

Regionalization - In connection with the unification of Europe, exhibitions, which until now were events of a national scale, acquire the significance of regional ones and make it possible to trace the development of the market of a particular European region. These regional, European-wide exhibitions will be multilingual in terms of exhibitor and visitor mix. Such exhibitions will mainly reflect the specifics of "regional-European" markets.

Localization - In the European context, local exhibition events are a significant factor influencing the former large regional markets of a given country. Regional markets are turning into local, local markets. Participants and visitors to such exhibitions should take even greater account of the trade traditions in this region. local markets are formed primarily under the influence of demand from broad consumers or industrial enterprises.

Wide product range Narrow product range

The classification of exhibitions as a whole is intended only to help you navigate the world of fairs and exhibitions and indicates that exhibitions are very, very heterogeneous. Each specific exhibition, which can be attributed to a greater or lesser extent to one type or another, has, in the final analysis, its own individuality and characteristic features changing over time.

The International Fair is an international economic exhibition of samples, an international market for goods and services, organized on time within a certain period of time and in the same place. The purpose of their holding is the conclusion of commercial transactions not only on a national, but also on an international scale.

The main difference between a fair and a regular market is that it prohibits the sale of takeaway goods, i.e. trade is carried out strictly according to samples, although the sample itself can be sold at the end of it.

The most famous international fairs are the Hannover International Fair, international fairs in Frankfurt am Main, Leipzig, Paris, Milan, Brussels, etc.

In the last decade, the boundary between exhibitions and fairs has practically disappeared, since now not only at fairs, but also at exhibitions, samples are traded, deals are made, marketing, commercial and promotional work is carried out, including also PR-actions.

Fairs and exhibitions - are considered international if there is a significant number of foreign participants (usually at least 10%) and professional visitors (usually at least 5%). International fairs and exhibitions showcase the main products and services offered by one or more industries.

3. PREPARATION AND HOLDING OF THE EXHIBITION

3.1. MAIN STAGES OF PREPARATION COMPANIES IN EXHIBITIONS AND FAIRS

The organization of the preparation and holding of international exhibitions and fairs is carried out by committees created as working bodies and independent legal entities local institutions of various countries or their associations. At the same time, the governments of the states on whose territory the exhibition is held provide them with support and assistance in creating a material base and in establishing various benefits for companies and organizations participating and exhibition cargo.

The participation of a company in the work of a particular fair or exhibition requires certain costs and in the end can provide not only a positive result, but also bring some losses, create a negative opinion about the company and its product. Therefore, it is necessary to carefully substantiate a number of management decisions for participation in the exhibition. First of all, it is necessary to find reasonable solutions to the following main problems:

Determine the expediency of the company's participation in a particular fair or exhibition;

· to provide high-quality preparation for participation in the chosen fair or exhibition;

organize the work of the fair or exhibition staff at the proper level;

· sum up the results of participation in a specific event and develop appropriate marketing solutions.

To ensure high efficiency of participation in an international exhibition, the management and relevant employees of the exhibiting companies are required to carry out serious preparatory work, which can be divided into a number of stages:

At each of these stages, appropriate management decisions are made and implemented.

3.2. PURPOSE OF PARTICIPATION

First of all, it is necessary to clearly define the goals that the company sets for itself by participating in the exhibition. Typically, these goals include:

Demonstration of your products, presentation of new goods (services);

promotion of your trademark, improving the company's image;

· study of sales markets, formation of a dealer network;

direct sales of products;

Studying competitors' products and strategies.

When planning participation in the exhibition, one should not forget about all these goals. It is also necessary to collect information about exhibitions related to the activities of your company. When participating in a fair or exhibition, each company wants to use specific activities to achieve its main goal- Ensuring effective business activities in the long term. This goal and its achievement must be subordinated to the goal of a lower level, in particular the goal of marketing implementation. The latter, for example, are:

Ensuring effective commodity policy;

Implementation of an effective pricing policy;

Security effective policy distribution of goods;

Implementation of an effective promotion policy.

Achievement of the formulated goals can be ensured if the goals of a lower level are achieved. As such goals, for example, in relation to ensuring an effective commodity policy, one can indicate:

Expansion of the range of offered goods;

Evaluation of new products;

Improving the quality of manufactured goods;

Repositioning of goods in the market.

As for the pricing policy, here, in order to ensure its effectiveness, the possible goals of participation in a fair or exhibition can be:

Determination of the upper limit of the price of goods;

Determination of the most acceptable level of service;

Adaptation of pricing policy methods to the approaches used to solve similar problems by competitors.

From the point of view of improving the distribution of goods, the main goals of participation in fairs and exhibitions are usually:

Search for new trading partners;

Evaluation of the effectiveness of the existing distribution system;

Creation and improvement of activity of trade networks.

Finally, to ensure an effective product promotion policy, the goals of participation in fairs and exhibitions can be:

Creation of a high image of goods or services;

Activation of individual elements of the promotion policy;

Creation of a corporate image.

The above goals are specified and concretized for each specific fair or exhibition. At the same time, along with the above, other, more general goals can be formulated. In particular, these may be:

Increase in sales in the short term;

Research of competitors;

Research of goods;

Presentation of the company and its products;

Expansion of the number of clients, etc.

The compiled lists of goals are divided by the rank of significance, and a tree of goals is compiled. This provides for the possibility of changing the goals in case of changes in the relevant conditions.

The purposes of participation of firm in work of each concrete fair or exhibition can be the most various. However, all of them must be subordinated to the goals of marketing implementation, which in turn should be consistent with the long-term, medium-term and short-term goals of the company. Formulating a particular goal, the company should ensure its achievement.

The best arguments in favor or against participating in a particular exhibition can be the results of this exhibition last year and the results of other exhibitions held by the same organizers. The study of catalogs, reviews in the press, the opinion of colleagues, the type of exhibition, the number and level of participants, the number of visitors.

3.3 PREPARATION FOR PARTICIPATION IN THE EXHIBITION OR FAIR

When considering the preparation of a company for participation in a particular fair or exhibition, one should take into account how this preparation is carried out, namely, whether the company organizes its own preparation for participation in the work of this event or uses the services of a commercial company with experience or communications in the field of fairs and exhibitions. activities.

The company can take part in collective expositions, when individual organizations are directly preparing for the fair or exhibition. For example, the preparation of permanent national fairs and exhibitions is usually carried out by the chambers of industry and commerce of the respective countries and various state organizations. At the same time, various commercial firms can participate in the organization of collective expositions.

The services of commercial firms specializing in the field of fairs and exhibitions can also be used independently by exhibiting firms. In this case, they should keep in mind that the cost of services provided by such firms is at least 10% of the cost of the leased area.

So, exhibiting firms that have decided to participate in a fair or exhibition need to decide how the preparation for this event will be carried out, inform the organizing committee of the exhibition about their participation in its work by submitting an appropriate application.

Ideally, preparations for participation in a particular fair or exhibition should begin about a year before its opening. This training involves the performance of a number of works, due to the need to achieve the formulated goals and requiring some costs, as a rule, limited by the capabilities of the company.

All marked works should be arranged in a certain sequence, indicating the possible timing of their implementation, the necessary resources and responsible executors. In other words, it is advisable to build network diagram, modeling the process of preparing for participation in each specific fair or exhibition, and on its basis, calculate the start and end dates of individual works that ensure timely preparation for this event.

Simultaneously with the indication of responsible executors for individual works it is necessary to have a manager responsible for preparing the company as a whole for participation in this fair or exhibition.

As a result of the implementation of the whole complex of works, due to the preparation for participation in this fair or exhibition, the following tasks are solved:

1. the method of participation in the fair or exhibition is determined;

2. the need for the participation of intermediaries and their role in preparing the company for a fair or exhibition is revealed;

3. the list of exhibits and the area required for their presentation is determined.

Such exhibits are set by the marketing management service, and their selection is based on the results of market segmentation, taking into account both the location of the fair or exhibition, and the composition of potential visitors to this event.

4. justify the choice of the stand and its design, which allows to demonstrate the relevant exhibits;

5. Personnel are selected and trained for their work at the exhibition. The staff must know the exhibited product well, be able to show it in action, and also explain its main functions and advantages;

6. a plan for conducting marketing research is drawn up, the implementation of which is designed to provide a solution to marketing problems;

7. Prepare the necessary materials for the exhibition catalog. As a rule, such a catalog is created by the organizations of this event a few months before its start and contains brief information about the participants of this fair or exhibition;

8. a plan is drawn up and, in accordance with it, transportation, warehousing, storage and insurance of exhibits are organized;

10. relevant information materials are created and produced;

11. all organizational issues are coordinated with the organizing committee of the fair or exhibition;

12. Invitations are printed and sent out to potential visitors to the fair or exhibition in which the company is interested.

The solution of these tasks is designed to ensure the preparation of the company to participate in a particular fair or exhibition.

Everything that was missed or left “for later” is not in better side will affect the image of the company, the payback of participation in the exhibition. It is desirable that all negotiations with the organizing committee, ordering equipment and services, control over their implementation were carried out by one authorized representative of the company. The direct costs of participation in the exhibition consist of the cost of the exhibition space (equipped or not equipped), optional equipment and registration fee. Indirect costs include costs for: stand design; production of advertising and information materials and souvenirs; advertising in the media with an invitation to visit the booth at the exhibition; transportation costs for the transportation of exhibits; travel to the exhibition venue and back, hotel accommodation; staff meals, hospitality and business expenses.

3.4 EXHIBITION STAND

An exhibition stand is usually called an exhibitor's business card. Expenses for installation and design of the stand - expensive pleasure. And at the same time, the company should still seek to buy best place for the stand and its original design. After all, all this determines the future profit and success of the enterprise. The exhibition stand is the face of the company. The design should be consistent in the same style and focus on the exhibits.

Each exhibitor should aim to position the booth:

2. on the central internal aisles,

3. in the corners,

4. close to "active" exhibitors and specialized premises for various events.

Conversely, you should avoid placing a stand:

1. away from exits and central aisles,

2. at the back of the hall,

3. behind large columns, stairs,

4. face away from the place where various activities take place

The first question that arises before the company after making a decision to participate in the exhibition: what size stand is needed. But the most important thing is the ability to design a stand in an original way, to make it interesting for the visitor.

In addition to the size of the stand, its type also plays a significant role:

Line stand: has only one face and is the most common type of stands.

Corner stand: is an ideal solution, especially for small and medium-sized businesses, as it is easy to design and provides convenient access to two aisles.

"Peninsula: this booth is open on three sides and allows the exhibitor to easily "control" the surrounding area.

"Island": ideal solution for large enterprises, because it gives you full control over the surrounding area.

"Through": devoid of the surface of two walls and has the advantage of two exits to the aisles, which provides a satisfactory "field of view" for the exhibitor.

"Vis-a-vis": consists of two stands located opposite each other, usually linear.

"Stand in a Row": a stand located in the middle of a row and open for inspection from one or two (opposite) sides;

"Block stand": this is a stand located separately from all other stands and open for inspection from all sides;

The question of choosing the type of stand is one of the critical issues on which the success of participation in the exhibition largely depends. When choosing a certain type of booth, it is necessary to correctly choose the location of the booth in the pavilion, calculate the required booth area.

If possible, it is necessary to inspect the exhibition hall as early as possible, before the start of the exhibition, in order to understand in which direction the flow of visitors will go.

The firm must clearly define the thematic plan of its exposure. The design of the stand should be consistent with the same style. The attractiveness of the stand is always achieved by a catchy part of the exposition, which would attract the attention of visitors to the exhibition even at the distant approaches to the stand. To do this, posters, diagrams, photographs are used in the design of the stand. But their number should not be excessive. A large amount of textual information, drawings, placed throughout the exhibition stand, ceases to be perceived and not assimilated by visitors.

At most exhibitions, it is customary to lay out part of the promotional materials in plain sight so that visitors can take them with them. A stock of such materials should be kept at the exhibition stand. Advertising for distribution to visitors may consist of flyers, booklets, brochures, catalogs, souvenirs.

Its purpose is to leave the material for the subsequent more detailed acquaintance with the visitors. This is also the most successful option for transferring the address and telephone number of the company to potential customers.

In addition to public materials, the booth usually contains promotional or informational materials for regular or reputable customers, heads of other companies visiting the booth. These materials are best stored in working area, together with the documents necessary for negotiation.

Inscriptions on the frieze of the stand (company name, trademark) in some cases and a telephone number;

Posters to decorate the walls of the stand;

Screens with a running line or an image placed directly above or near the exhibition stand;

Monitors for showing commercials. The main purpose of this type of advertising is to attract visitors, to interest them in their activities, to make them show interest in a more detailed acquaintance with the proposed tourist products.

The most important thing for a tourism company is to catch new trends and be original, if not first. The most important role is played by the original design of the exhibits, attractive advertising, good job booth attendants, attentive attitude to visitors. A small stand can also successfully represent a large company: it's not only about the number of exhibition meters, but also about their quality.

Finally, the exhibiting company can use the booth in the open area. Such a stand is mainly used for goods that have large dimensions, such as trucks, trolleybuses, etc.

Depending on the type of event being held, certain aspects of the design of the stand can be brought into line with the objectives of the fair or exhibition, while taking into account the composition of exhibitors and possible segments of visitors.

When designing a stand, it is provided with appropriate equipment and the necessary equipment is installed. technical equipment. As a result, all the necessary conditions are created for the successful work of the personnel employed at the fair or exhibition.

3.5 HOLDING THE EXHIBITION

Construction of the exhibition pavilion (organization of the process of entry of exhibitors, import of equipment, control over the state of stands and equipment, the state of fire safety). Organization of stage equipment, sound, decoration of the pavilion. Organization of a service bureau. Distribution of badges, folders to exhibitors (catalog, tickets, other materials).

Carrying out protocol events (opening of the exhibition, press conference, buffet).

Implementation business program:

Registration sheets

· Sociological research

Preparation of the hall (equipment, sound, number of seats)

Registration of participants, distribution of materials

· Record keeping

· Conducting a survey sociological research among participants of the business program

Preparation of the daily program of the day. Control over the state of stands and equipment, other technical issues of the exhibition. Ensuring the work of the information center (sale of catalogs, consultations of exhibitors, organizational issues). Ensuring the operation of the VIP hall, tasting rooms, and other office premises (purchasing products, hiring waiters and monitoring their activities, planning meetings, negotiations and presentations). Control over the functioning of stage equipment, sound and light in the exhibition pavilion. Implementation of the presentation program and special projects(lotteries, quizzes, show programs, concerts) on the stage. Formation of sets of souvenir products, their distribution. Public address announcements in the exhibition pavilion and on the territory of the exhibition center. Organization of the schedule of meetings of officials and partners. Implementation of sociological research on the project. Organization of video and photography. Negotiations with partners, officials, leading media.

3.6 STRUCTURE OF EVENTS OF THE BUSINESS PROGRAM OF THE EXHIBITION

A modern exhibition is a multi-level marketing tool, a place where an exhibitor can simultaneously advertise, sell products and form the image of his company. The professional component is largely formed by the business program of the exhibition, which includes a whole range of different events. For the organizing companies, the business program of the exhibition is a tool for "forced" attraction of the target audience.

official events

Official events include: opening / closing ceremony of the exhibition, press conferences, visits of officials, official receptions / receptions, awarding ceremonies for winners of competitions, etc.

Professional Events

For professional events, it is important that their content and method of holding correspond to the type declared in the title. There are the following types of events:

Congress - congress, assembly. It has a complex structure of events, a vast geography of participants, a wide public outcry

Forum - mass meeting, congress. In terms of structure and preparation technologies, the forum is similar to a congress.

Conference - a large meeting, a meeting of representatives of any states, organizations, groups. It has a more scientific character, more homogeneous in structure and issues. One of the traditional types of business events at the exhibition.

Meeting - meeting, a meeting devoted to the discussion of any special issue. Meeting participants receive visual demonstration material, and exhibition participants receive a professional audience.

Seminar- group lesson for special training, for advanced training. Has a practical nature, the number of participants is more limited. A common type of business event at an exhibition

Symposium - meeting, conference on a special scientific issue. Assumes a professional audience

"Round table "- discussion, discussion on a topical issue. The principle of organization is the equality of participants.

Meeting of a professional club, association, union.

Special screenings - are used to demonstrate complex technological processes in various industries.

Specialized salons (auctions, reviews).

Competition program

An important component of the exhibitions are competitions held by industry departments and authoritative organizations. To conduct the competition, a competition commission is formed, a regulation on the competition and conditions for participation are developed. An important component of the exhibitions is a professional application for participation in the competition (sent to the participants of the exhibition along with the application documentation). The organizers should pay special attention to the development of a procedure for selecting and evaluating exhibits and infrastructure issues (equipment of tasting rooms, protocol issues, informing the public about the results of the competition, the procedure for awarding laureates).

Educational activities

Trainings- short-term advanced training courses that are held within the framework of the exhibition

Consulting points - the work of specialists at the exhibition, providing methodological and legal assistance on specific issues of the industry market.

Presentation events

Days of the country / region / region (company, public organization) - are complex events, including protocol events, seminars, symposiums, conferences, business meetings, presentation program.

Festivals and competitions on the subject of the exhibition and on related topics.

Thematic excursions for specialists, university students are organized by the organizers of exhibitions upon prior request. In order for the tour to be successful, a special “presentation route” around the exhibition is developed, covering the aspect of interest. The staff of the organizing company must have a "guide" who knows the content side of the issue. Exhibitors must be warned about the arrival of guests, then they can get ready, and sightseers will receive souvenirs and gifts.

The events of the business program of the exhibition require a separate big work on their preparation and holding. Particular attention in their organization should be given to the following issues:

Choosing the right organizer

Creation of a "working" working body (organizing committee, working group);

development of a program that really meets the needs of the market and is interesting for specialists;

preparation of premises and equipment (communications, audiovisual means, interior design elements);

preparation of information materials for participants (program, abstracts, information materials and souvenirs of the exhibition);

Providing translation (for events with international participation);

organization of registration, service;

processing of final materials.

3.7 INFORMATION SUPPORT OF THE EXHIBITION

The distribution of prestigious advertising at the exhibition, the organization of special seminars, symposiums and conferences, specialized "days of the country", the celebration of the thousandth or ten thousandth visitor and other events greatly contribute to the creation of a favorable image in relation to the company - exhibitor and its products among visitors to the exhibition, in official and business circles, among the general public, since information about the exhibition is widely reflected in the media, and in some cases accompanied by custom articles and materials from its participants.

Press-conferences at exhibitions-fairs are organized to obtain favorable responses in the local media, as well as in the case of launching a new product on the market, on the occasion of the day of the company or country, this stand (or pavilion). At the same time, the information reported at the press conference should have, if not sensational, then at least an unexpected, interesting message. The performance of the representative of the relevant stand (pavilion) at the exhibition - fair is carefully prepared. They should not be the head of the company, but a special employee responsible for PR - work. The text of the speech at the press conference includes figures and facts that can interest the audience; oral presentation is accompanied by multimedia materials or slides, as well as video, television and film.

Preparation of a press conference at an exhibition involves determining the place and time of its holding, sending out invitation cards, compiling the text of speeches, making additions and amendments to it, preparing sets of advertising and other materials, compiling a cost estimate, preparing a press release, checking the preparedness of the hall.

On preparatory stage The organization of the exhibition needs to develop its advertising concept based on the results of media monitoring, taking into account various target audiences, and the tasks set by the organizer. At this stage, the information support system of the exhibition is being formed. Information partners should be central and specialized newspapers and magazines, news agencies, rating radio stations, specialized TV programs, that is, media with a vast geography of distribution, large circulation, creating the greatest public outcry, attracting the attention of the general public.

Schemes of interaction between the organizers of the exhibition and the media

The exhibition organizing company cooperates with the media using various schemes

direct sale of exhibition space, purchase of advertising space

barter relations (exchange of exhibition space for advertising space)

information sponsorship

partnership in the organization of the exhibition project

The advertising campaign of the exhibition takes place in two stages. At the first stage, the emphasis is on attracting the maximum possible number of exhibitors, at the second stage - on attracting visitors (real or potential consumers various kinds given product or service). At the same time, it should be noted that advertising in specialized media works quite well to attract specialists, and daily newspapers and magazines, news agencies, and radio play the most significant role in informing ordinary visitors. The experience of working with the media allows us to speak about the expediency of working with 30-40 central and specialized publications of the Russian scale and 20-30 regional ones.

Advertising campaign includes mandatory fax mailing information messages(required to the information department and to a specific journalist covering this issue) according to the media database existing in the company. The mailing is made as information is received from the exhibition department of the company, but at least once a month at the initial stage and once every two weeks immediately before the exhibition. This is a fairly effective way to make yourself known in the news section of many media, our announcements often appear.

The technique of promoting an exhibition project includes mailing to potential exhibitors promotional and informational materials of the exhibition (first wave), invitation cards and program of events (second wave). Fax distribution is also used (this inexpensive service is provided by many companies today). Courier services are used to deliver materials to VIP customers. The successful implementation of large-scale exhibition projects (international, national, intersectoral exhibitions) largely depends on the joint efforts of interested ministries and departments, public structures. The heads of these organizations, as well as those of the subjects of the Federation (if necessary) may be members of the Organizing Committee for the preparation and holding of the exhibition. The Organizing Committee, together with the interested federal executive authorities, executive authorities of the subjects of the Russian Federation, public and other interested organizations, approves the program of the exhibition. In parallel with the Organizing Committee, the preparation process is carried out by the working group , approved by the decision of the Organizing Committee at its first meeting. The organizing committee decides the fundamental issues of preparing the exhibition and its events, approves the concept, the working group - operational. It is advisable to hold meetings of the Organizing Committee once a month, the working group - once every two weeks.

State support ensures the socio-political significance, level and scale of the exhibition, its events are the basis for solving a large range of tasks, a place for discussing corporate problems, and contributes to the development public policy aimed at supporting and stimulating the industry represented at the exhibition. The participants of the opening ceremony are also members of the Organizing Committee, invited representatives of the legislative and executive authorities, heads of ministries and departments, large Russian and foreign companies, the public, exhibitors, and the media. According to the script of the official opening ceremony of the exhibition agreed with the Organizing Committee, officials, prominent public and political figures are given the floor to welcome the audience. On the last day of the exhibition, a solemn closing ceremony takes place. , where participants of the exhibition are awarded diplomas based on the results of professional competitions.

Working with media representatives at the exhibition

It is necessary to organize a press center on the territory of the exhibition, where journalists can get all the information not only about the exhibition, but also about the participating companies. The press center should always have press releases, a program of events, a catalog. New service organizers: press boxes (press releases of exhibiting companies, CDs, slides), which saves time for media representatives.

3.8 SUMMARY OF THE EXHIBITION

After the completion of the fair or exhibition, the results of the company's participation in this event should be summed up. Commercial success can be analyzed by counting the number of contracts concluded for the sale or supply, and if such goals were not set at this exhibition, then by the number of visitors and their categories.

If, nevertheless, the ultimate goal is the sale of products, then the number of distributed price lists and information materials can serve as an indirect indicator. However, keep in mind that this advertisement may last for several months.

At the end of each exhibition, a note is drawn up, briefly reflecting all the problems that arose during the preparation, how they were solved and what lessons should be learned in the future. Summarizing the results of a particular exhibition, you can quickly fix all the "+" and "-", understand your weaknesses, quickly adapt to new conditions.

It is necessary to familiarize the employees of the company with the first results of participation in a fair or exhibition. In particular, it is advisable to inform about:

· the number of people who visited the fair or exhibition, and the changes that have occurred compared to previous years;

· acceptability of the location of the stand;

· validity of architectural solutions for the stand;

correct selection of exhibits;

· reasonableness of expenses for preparation and participation in a fair or an exhibition;

conducted marketing research;

contacts with visitors of the fair or exhibition;

work with the media;

· messages in the media about the participation of the company in the work of the fair or exhibition;

received orders.

This information shows how successful or unsuccessful the company's participation in the fair or exhibition was. However, in order to have a more complete picture of the effectiveness of participation in this event, a comparative analysis of the goals of participation in the exhibition and the results achieved should be carried out.

At the same time, it is necessary to analyze the degree of achievement of each of the goals and all goals. This will reveal what positive things were done during the fair or exhibition and what else needs to be done to eliminate the identified shortcomings and succeed in subsequent activities.

The success of the participation of various companies in exhibitions is ensured by:

the correct choice of the necessary fair or exhibition;

successful selection of exhibits;

organization at the proper level of preparation for participation in the selected event;

reasonable selection of personnel;

organization at the proper level of the presentation of the company and its exhibits;

Ensuring an effective communication policy in order to draw attention to the participation of the company in a fair or exhibition;

· Conducting an analysis of the results of the company's participation in the work of this fair or exhibition at the proper level and developing recommendations on this basis to ensure more efficient fair and exhibition activities.

The above factors are not fully taken into account by firms in their fair and exhibition activities, so their participation in these events is not always successful. It should be noted that the degree of influence of each of these factors on the effectiveness of the participation of the company in the work of fairs or exhibitions is different.

4.SUCCESSFUL PARTICIPATION IN THE FOREIGN EXHIBITION

Participation in foreign exhibitions is indispensable integral part tools for international marketing of any company. Such exhibitions serve to achieve a wide variety of entrepreneurial goals.

Hardly any other marketing tool has the inherent ability to present a company and its products in their entirety, while at the same time providing an opportunity for personal contact with customers. Personal relationships of trust between business partners today are becoming the most important factor for decision-making, proximity to the customer as a strategic success factor - a key position in both international and domestic competition. Foreign exhibitions can also provide many necessary starting points for the implementation of entrepreneurial policy. In order to participate in international exhibitions with maximum effect, it is necessary to follow fairly obvious methods and rules.

The uniqueness of participation in a foreign exhibition as an element of the company's marketing policy is that it allows you to play your game on foreign territory. You bring your exposition, but you don't look for a client in the places of his "deployment" - your potential consumers themselves come to the exhibition and visit your stand, although it is not at all easy to persuade them to become your clients. But this is precisely the art of successful participation in the exhibition.

At the exhibition, as nowhere else, you can "run in" a new idea or a new product. A sample that has not yet been put into production will give you an idea of ​​its market potential based on the interest generated by it. In this case, you do not need to hire a team of specialists to predict its purchasing power.

The success of the exhibition for its participants has nothing to do with the number of visitors to the exhibition: this indicator rather characterizes the success of the organizers.

Approximately 50% of success depends on the correct preparation for the exhibition, and 25% - on the competent post-exhibition study of the opportunities that emerged during the event.

Many exhibitors complain that the return on the event does not even compensate for the cost of holding it. Practice shows that this is largely due to the underestimation of many factors and the erroneous ideas that the participants feed on the preliminary stage.

Exhibitions are not a marketing tool, but its most complex form. A well-prepared exhibitor should have the whole arsenal of necessary tools: mailing lists, media marketing, trade advertising, public relations and many others. The more complete this arsenal, the higher the potential for returns.

The biggest spend in the budget, as a rule, falls on exhibition equipment, although everyone expects the greatest return from exhibition advertising and other marketing tools. .

Success does not always depend on the magnitude and size of the exposure. Sometimes a visitor does not have the courage to go around the huge stand of the supergiant, but he visits two or three small stands with pleasure.

Many exhibitions are held throughout the world every year. , and it is very difficult to decide which one to participate in. It is simply necessary for some industries to participate in a number of exhibitions. It is very difficult to get an idea of ​​an exhibition without having visited it once, and therefore it is necessary to use every opportunity to visit various exhibitions, both in one's own country and abroad.

It is desirable to know the actual scale of the exhibition, the number of participants, the type of visitors. It is necessary to compare this exhibition with others similar in subject matter and direction, which are held in your country and abroad. When deciding whether to participate in an exhibition, you need to consult with the sales department, which may have its own considerations.

When choosing an exhibition, many companies make the same mistake - the decision to participate in it is made only because others will be there. Forward-thinking companies always do thorough research first , before spending time and money on participating in a particular exhibition. They put forward a number of criteria for the success of the exhibition in the light of general plans companies , which are also used in the evaluation of already held exhibitions . Times and trends are changing. The exhibition, which brought success to the company five years ago, this time may turn out to be unsuccessful and unpromising.

At this stage, the study of materials provided by the company organizing foreign exhibitions (sections of the exhibition, list of participants, proposed events, etc.) will help. The exhibition firm will be able to suggest the predicted size and profile of the expected audience, as well as answer any additional questions. Study the time of the event (it should not coincide with a holiday or a major event) and other similar positions.

The cost of exposure is usually estimated in dollars or euros per square meter. This includes the cost of booth equipment, the cost of rent, insurance, transportation and the salary of booth employees. The cost of building a stand can vary considerably, although prestigious expositions usually require better design, and purely commercial ones can be simpler or placed in showcases or on stands offered by the exhibition organizers. Typically, the contractor builds the booth to last until the end of the show, and then dismantles it and takes away everything else that can be used (this does not apply to models, photographs, slides, etc., which can be used and further). This is by far the easiest way to build stands, but it is often objected to by non-professionals. The most common idea is to create a booth that can be used repeatedly. This would make sense if all stands were the same shape and size.

Today, in the exhibition business, special exhibition elements and structures are used, produced by many companies and allowing you to quickly and reliably assemble stands of any configuration and purpose. Exhibition elements and structures (including electrical equipment, podiums, showcases, etc.) are easily disassembled and assembled, transported and reused.

There are special firms, including many exhibition centers, which own the necessary exhibition equipment, which allows them to mount custom-made stands according to projects developed by the exhibition organizers or exhibitors.

Having made a decision, you should think about the form of exposure. Successful are, as a rule, expositions where voluminous exhibits are exhibited, which can be viewed from all sides. Photographs, diagrams, illustrations, and textual material can be used effectively to support a voluminous main exhibit, but they do not have the necessary pulling power on their own.

Today, along with well-known technical means - cartoons, sound recordings, telephones, through which you can listen to explanations in several languages ​​- video equipment and virtual reality capabilities are widely used to show the real possibilities of technology, goods and services. , technologies and know-how produced or offered by the exhibitor. More and more at exhibitions, the use of the World Wide Web is beginning to take place. In addition, modern exhibition structures allow, at the request of the exhibitor, to give the stand the necessary attractiveness and “individuality”. Proper use of existing exhibition equipment makes it possible to give each stand at the exhibition special individual features and, at the same time, create a single exhibition space. architectural ensemble no frills.

It is necessary to order exhibition services only from a specialized or from an advertising company that has an exhibition division in its composition. Cooperation with an exhibition company gives such advantages as cost reduction with higher quality, execution of the entire range of exhibition services on time.

Therefore, when implementing the exhibition budget, it is logical to approach the selection of an exhibition company, which first of all masters its main components: the cost of renting exhibition space and building a stand. And if the company performs a full cycle service - provides exhibition space, builds a stand, book a hotel, accepts stand attendants, arranges visas, organizes presentations, does printing work and souvenirs, then this is an additional advantage.

Deciding whether to prepare promotional material and whether to distribute it free of charge to all visitors or only to a select few depends on the type of exhibition. Often a small prospectus is published for free distribution and a more detailed brochure for special distribution. It is recommended to prepare promotional material for each specific exhibition. All advertising material must contain the logo of the exhibition. If the exhibition is held abroad, it is very important to indicate the country of publication on printed products, and in some countries you have to pay a tax on the importation of literature, even if you can prove that it will be distributed free of charge. Language problems may also arise. Particular attention should be paid to the accuracy of translations into foreign languages.

The organizers of the exhibition, as a rule, invite representatives of the press on the opening day or the day before, and therefore it is extremely important to be ready to receive correspondents at your stand. It is also advisable to hold a separate press conference a few days before the opening, at which you can give information about your exposition. Sometimes an exposition prepared for a prestigious foreign exhibition is presented before being sent abroad to the local press.

Most exhibitions have a press center where exhibitors can distribute press releases and promotional materials. In this case, you should constantly monitor the availability of materials and, if necessary, replenish them.

The exposition should be managed by one person who has a reliable deputy. It may be the organizer of the exhibition, as he is familiar with all the details.

CONCLUSION

Every year in our country the number of exhibitions increases, therefore, their quality begins to improve. At each exhibition, the organizers try to attract visitors, which leads to a healthy competitive atmosphere. As a result, the overall level of organization and holding of such events increases.

Analyzing the industry of exhibition and fair activities, I came to the conclusion that, in our country, the organization and holding of exhibitions is still not at its best. high level, but is developing at a tremendous pace. Exhibition activity it develops well in those industries that occupy a leading role in the markets of the country and abroad, such as computer technology, automotive, etc.

Exhibitions are one of the main elements in the system marketing communications, because thanks to them, not only acquaintance with new goods and services takes place, but also an exchange of experience is carried out, a competent setting of prices for products, a marketing and advertising policy is carried out.

With the advent of the Internet, communication between exhibition organizers, exhibitors and potential visitors has become easy and accessible. on the sites of exhibition companies can be found detailed information about the upcoming exhibition, the number of participants, and if necessary, ask a question of interest on this topic.

The most effective way to promote a product and achieve success for an enterprise is a skillful combination of exhibition and promotional activities. Therefore, the marketing department is an important link in the enterprise, without which it is difficult to imagine the full-fledged work of the company in the 21st century.

Exhibition and fair activities are a tool for macroeconomic and investment policy. Today, exhibitions and fairs provide market mobility, create the necessary information field, form significant financial flows, and also bring additional income to the budgets of all levels. Exhibitions are the link between internal and international markets and contribute to attracting foreign investment for the implementation investment projects Russian organizations.

At the present stage of economic transformations in the Russian Federation, exhibition and fair activities have become a significant segment of the market. An exhibition industry has been created in the country, which is closely connected with a number of industries, has its own infrastructure, material and technical base, and specialized personnel.

Exhibition and fair activities have a significant potential, which will increase many times in case of coordination and support from the state.

In this regard, the development of this sphere of activity in Russia can become an important element in the structural restructuring and technological modernization of the country's national economy.

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