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Finally, successful exhibiting has been recognised as a marketing skill, with the drafting of the first unit standard for exhibitors. Now is your chance to make exhibition history by considering this exhibitor unit standard and letting me have your comments, suggestions and opinions. 

 

 2. UNIT STANDARD NUMBER:                        EX5.42

 3. LEVEL ON THE NQF:                                    5

 4. CREDITS

 5. FIELD:                                                       Business,Commerce & Management studies     

     Sub Field                                                     Marketing

 6. ISSUE DATE:

 7. REVIEW DATE:

 8. PURPOSE:

 The person accredited with this unit standard, understands the role of exhibitions in the marketing mix, can liase competently with exhibition organisers and contractors, The learner is able to set multiple exhibition objectives, plan & implement promotions, set and maintain budgets, assume the role of stand manager, select and motivate stand staff, plan and implement a lead management programme and generate the maximum amount of leads, orders and new business gained from a trade show, proving the return on the exhibition investment.

The qualifying learner is capable of:

• setting multiple objectives for exhibiting
• identifying relevant exhibition and stand, to achieve objectives
• formulating and implementing promotional plans
• formulating and setting an exhibition budget
• writing an exhibition brief, getting quotations, appointing and working with a stand contractor
• understanding and peforming the duties of stand manager
• appointing, training and motivating stand staff
• implementing and monitoring a lead management programme
• SWOT analysis at close of show to calculate return on exhibition investment

 9. LEARNING ASSUMED TO BE IN PLACE:

 Learners accessing this qualification will have demonstrated competence in marketing and business communications at NQF level 5 or equivalent.

 10. SPECIFIC OUTCOMES AND ASSESSMENT CRITERIA:

 Outcome 1: Set multiple objectives for exhibiting

The specific outcome must be assessed via a documented exhibition plan and questioning

 1.1 The companys annual marketing objectives be determined and the most cost-effect marketing mediums identified, for achieving these objectives

 1.2 multiple exhibition objectives are established, applying the SMART goal-setting formula (i.e. specific, measureable, achievable, realistic and time-related)

 1.3 establish potential income for each objective, plus potential expenditure

 1.4 size of stand is determined, to meet objectives

 Outcome 2: identify relevant exhibition to achieve objectives

Portfolio of evidence required, containing information and demographics on all exhibitions serving your industry, or products

 2.1 brochures of all exhibitions serving industry, or products, are obtained

 2.2 demographics of all relevant exhibitions are researched

 2.3 Industry is questioned to ensure that exhibition is supported by all segments and organised with input and support from leading associations and organisations

 2.4 the exhibition's promotional plan is researched to ensure that your target market is encouraged to attend

 2.5 the exhibition organisers are questioned regarding price of stands and services, level of support from exhibitors and visitors. Establish the organiser's willingness to help exhibitors achieve their marketing objectives

 Outcome 3: formulate promotional plans, which are integrated into the marketing mix

Examples of literature, give-aways, competitions etc. must be supplied, together with details of promotional plans for each exhibition objective

 3.1 organisations promotional plan for each product/service to be exhibited, is established and explained

 3.2 a promotional plan for each objective is created

 3.3 promotional suppliers are approached, quotations obtained and existing material investigated to see if it can be adapted for use at the exhibition

 3.4 a customer and prospect database is sourced and updated

 3.5 the exhibition organisers are contacted to establish what promotions are offered to exhibitors

 Outcome 4: formulate and set an exhibition budget

The exhibition budget to be produced and explained

 4.1 suppliers are contacted to ascertain price indications

 4.2 budget breakdown is prepared, with reference to planned activities and estimated costs

 4.3 funds availability is established

 4.4 other marketing media’s are compared to see if the objectives/target market have been cost-effectively reached.

 4.5 budget authorisation to proceed is obtained

 Outcome 5: understanding and performing the duties of stand manager                

Portfolio of evidence will be required, together with observation and questioning

 5.1 negotiating with management re financial expenditure and for the authority to liaise with all participating company departments.

 5.2 maintaining good records and  reporting regularly to management to gain their support for the exhibition programme, Plus regular written reports and meetings with participating personnel and in-house departments.

 5.3 maintain good relations with exhibition organisers and contractors, work with them on joint promotions

 5.4 study the exhibitors information manual, complete and return service order forms timeously

 5.5 pre-show check that all people, products and promotions are available and post-show that all goods are returned safely

 5.6 during the show, to manage the stand, ensure adequate staffing and that products/ display in good order, promotions operating correctly and that the lead management system is operational

 5.7 Close of show to return stand to organisers, contractors in good order, goods returned to office or insurance claims filed. Ensure that all leads are accounted for and are being processed. SWOT analysis or report to management on stand results.

 Outcome 6 : Write an exhibition brief, obtain quotations, appointing and liasing with the stand contractor

Copies of at least 3 quotations, designs and references to be assessed, together with observation and questioning

 6.1 exhibition brief is written, outlining exhibition objectives and promotional plans

 6.2 suitable exhibition contractors are identified, briefed and quotations obtained

 6.3 references on stand contractors are obtained and checked

6.4 negotiations with stand contractor on delivery, terms of payment, discounts etc.

 6.5 the stand brief and quotation is finalised and signed off, by both parties

  Outcome 7 : Select, train and motivate stand staff

Interviews with stand staff, to check their understanding of their role on the exhibition stand, together with written instructions to stand staff, will be assessed. 

 7.1 target market is defined in order to determine selection criteria for stand staff

 7.2 training of stand staff is arranged and conducted in accordance with stand objectives

 7.3 a stand staff motivation scheme is established and documented

 7.4 stand staff uniforms are agreed and arranged

 7.5 stand staffing schedules and planned and communicated

 7.6 a pre-show briefing of stand staff is arranged and conducted

 7.7 written notification to stand staff of required procedures, sales targets and company’s expectations of staff performance, are produced and circulated

 7.8 plan is made for senior staff to have a role on the exhibition stand, throughout the show.

 Outcome 8: Design, implement and monitor a lead management programme

This outcome will be assessed via observation, plus copies of post-show promotions and copy of the plan for lead processing.

 8.1 a lead form is created and printed

 8.2 post-show promotions are planned and implemented

 8.3 an action plan for post-show follow-up of leads, is developed

 8.4 implementation of post-show follow-up is monitored to establish value of orders gained

 Outcome 9:  the return on the exhibition investment (ROI) is calculated and communicated

Copy of the SWOT analysis and exhibition report is required, together with questioning

 9.1 a SWOT analysis is conducted, or similar, to determine the strengths and weaknesses of the organisation’s exhibition participation

 9.2 all expenditure is finalised

 9.3 the value of new business gained and expected, is calculated

 9.4 a report is prepared for management, stating the expected return on the exhibition investment

 11. ACCREDITATION AND MODERATION 

• an individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA
• .
• anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA
•  
• any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA

• moderation of assessment will be conducted by the relevant ETQA at its discretion

12. RANGE STATEMENT:

The words exhibition and trade show mean the same and are used interchangeably. A stand is a space at an exhibition on which a structure has been erected.

13. EMBEDDED KNOWLEDGE:

The qualifying learner is able to demonstrate a knowledge of:

1. all components of the marketing mix
2. the marketing function and scope of trade exhibitions
3. the function of role players in the exhibition industry
4. integrating exhibitions into the marketing mix
5. planning and implementing promotional strategies to build quality stand traffic
6. the role and functions of a stand manager
7. selection, training, managing and motivating stand staff
8. designing, monitoring and implementing a lead management programme

 CRITICAL CROSS-FIELD AND DEVELOPMENTAL OUTCOMES 

• organise oneself and one’s activities
• communicate effectively
• understand the world as a set of related systems
• collect, analyse, organise and critically evaluate information
• work effectively with others
• identify and solve problems
• use science and technology
• contribute to the full personal development of each learner and the social and economic development of the society at large, by making it the underlying intention of any programme of learning to make an individual aware of the importance of:

 Once registered with SAQA this unit standard will be used for training exhibitors, plus assessing the competence of experienced exhibitors (RPL) 

All of the exhibitor workshops being offered in this newsletter, include the outcomes contained in the exhibitor unit standard.