It is in all of our interests to have competent and successful exhibitors. Internationally, there are skills programmes which recognize this competence, like CME, Certified Manager of Exhibits and CTSM Certified Trade Show Marketer.

It is intended that the Exhibitor Qualification be pitched at NQF level 5 (tertiary level) and that learners will have demonstrated competence in marketing, promotions and business communications at that level.

The starting point to creating a SAQA-registered exhibitor qualification is to detail what an exhibitor should know and be able to do. Please check these draft outcomes and assessment criteria and let me have your comments and suggestions:

1.1 The organisation’s annual marketing objectives are determined

1.2 The most cost-effective marketing tools are identified, to achieve the organisation’s objectives

1.3 Multiple exhibition objectives are determined

2.3 The plan on which staff members will be responsible for implementing each exhibition objective is devised

2.4 Each exhibition objective is checked to ensure that it can be reasonably achieved.

2.5 The profile of the ‘target market’ for each exhibition objective is determined

3.1 collect information on all trade exhibitions in your field or industry

3.2 obtain visitor demographics for each of the trade exhibitions, from the exhibition organisers

3.3 Industry is questioned to ensure that the chosen exhibition is supported by all segments.

3.4 calculate the size stand required based on the number of stand staff, plus goods and displays

4.1 establish stand rental for the trade exhibition and size stand selected

4.2 decide if displays for the stand will be purchased, hired or produced by own staff and what costs will be involved

4.3 Potential suppliers are investigated and prices established for all exhibition goods and services

4.4 include allowance for stand staff costs

5.1 calculate the total value that could be achieved from all the exhibition objectives

5.2 compare potential income against forecasted exhibition expenditure

5.3 check marketing budget that sufficient funds are available for participating in the selected trade exhibition

6.1 demonstrate understanding of the traffic flow and features of an exhibition floor plan

6.2 select most desirable stand from the exhibition floor plan

6.3 The exhibition organisers are questioned regarding price of stands and the services included in the price.

6.4 demonstrate understanding of the terms, conditions and obligations of exhibitor contracts with the exhibition organisers.

1.1 investigate the value received from the use of each marketing media

1.2 manage the organisation’s marketing budget

1.3 use ‘synergy’ to maximise the return on the marketing investment

1.3 research the value which could be achieved from exhibiting at a trade exhibition

Specific Outcome 2: planning and implementing pre-show promotions

2.1 determine the feature and benefits of the products

2.2 utilise the organisation’s existing customer and prospect database or plan to create or purchase a new database.

2.3 plan a pre-show promotion for each exhibition objective

2.4 check pre-show promotions with the exhibition organisers

2.5 allocate staff and resources then implement pre-show promotions

2.6 monitor results of pre-show promotions and adjust if necessary

2.7 support is gained for the exhibition programme by producing regular reports

3.1 planning and implementing effective demonstrations on the stand

3.2 planning and implementing effective competitions on the stand

3.3 planning and implementing on-stand catering

3.4 planning and implementing on-stand press promotions

3.5 check on-stand promotions with exhibition organisers, before implementing

4.1 monitor on-stand promotions to check efficacy

4.2 adjust on-stand promotions to achieve better results

4.3 check and replenish stocks of literature, supplies and samples

4.4 supervise staff running on-stand demonstrations and adjust presentations, where required

5.1 A lead form is designed and printed, prior to the exhibition opening, then distributed to stand staff.

5.2 collect all lead forms received regularly and check that they have been completed accurately.

5.3 copy all lead forms, then pass copy to sales staff for immediate action

5.4 place a provisional value on each lead

5.5 report to management on the results of each on-stand promotion

1.1 investigate the different ways, methods and equipment available to design and build the exhibition stand

1.2 investigate suppliers capable of designing and building the exhibition stand

1.3 investigate feasibility of designing and dressing the exhibition stand using in-house staff and resources

Specific Outcome 2: produce a ‘request for proposal, obtain quotations then appoint stand builder

2.1 The technical specifications of the brand identity and marketing message is established

2.2 a ‘request for proposal’ is produced

2.3 interviews are conducted with selected stand builders or display designers on the ‘request for proposal’

2.4 quotations are received and evaluated

2.5 stand builder or display designer is appointed and the contract signed.

2.6 time lines are discussed and agreed

3.1 identify and appoint staff competent in stand design or display

3.2 identify equipment and goods to be included on the exhibition stand

3.3 identify graphics and signage that exists or needs to be developed for use on the exhibition stand

3.4 identify promotional features that will be incorporated on the exhibition stand

3.5 time lines and budget are discussed and agreed with all role players

3.6 transport is arranged to move all goods to and from the exhibition stand

4.1 the ‘exhibitor information manual’ is reviewed and important information identified.

4.2 orders are placed for exhibition services featured in the ‘exhibitor information manual’

4.3 payment is made for exhibition services ordered and added to the exhibition budget

4.4 stakeholders are advised of relevant sections of the ‘exhibitor information manual’

4.5 legal or statutory requirements, identified in the ‘exhibitor information manual’ are complied with.

1.1 Communicate with all sections of the Organisation, the goods required for the exhibition stand

1.2 Transport to the exhibition venue is arranged

1.3 Appropriate insurance is arranged

1.4 Labour to off-load and deliver to the exhibition stand, is arranged

Specific Outcome 2: Supervise work of the stand builder to ensure that stand is completed on time and to specifications and that services ordered from the exhibition organisers are correctly supplied.

2.1 Confirm with stand builder, the date he will arrive at the exhibition venue to commence construction

2.2 Agree with the stand builder when the Organisation’s goods should be delivered to the exhibition stand

2.3 Confirm with the Exhibition Organisers, when the services ordered will be installed on the exhibition stand

2.4 Inspect the stand under construction to ensure that it meets specifications

2.5 Supervise the completion of the exhibition stand and installation of the Organisation’s goods.

3.1 Monitor smooth running of on-stand promotions and demonstrations and adjust or change, if required.

3.2 replacement stock and supplies of promotional material is arranged

3.3 Handle queries or complaints on the exhibition stand

3.4 Manage staffing schedules to ensure the exhibition stand adequately staffed at all times

3.5 Manage the collection and processing of sales lead forms

3.6 Monitor the services being supplied by the Exhibition Organisers, to ensure that it meets specifications and requirements.

4.1 Arrange labour to pack the Organisation’s goods at the close of the exhibition, ready for transport back to the Organisation’s premises.

4.2 Arrange transport to remove the Organisation’s goods at the close of the exhibition

4.3 Supervise the return of goods supplied by the Exhibition Organisers, on hire.

4.4 Examine the Organisation’s goods, upon their return, for loss or damage.

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

1.2 the most suitable staff are selected to work on the exhibition stan

1.3 the selected staff are advised and confirm their availablity, during the exhibition open hours

1.4 a stand staffing schedule is produced and circulated.

1.5 senior staff are briefed with regards their role on the exhibition stand.

2.1 a stand uniform is designed, based on the budget and branding requirements

2.2 quotations are obtained from suppliers, then the order placed for stand uniforms

2.3 Communicate with stand staff, the plan for stand uniforms and all other issues related to the exhibition stand.

3.1 catering/refreshments for stand staff is arranged

3.2 parking at the exhibition venue for stand staff is arranged

3.3 badges or permits for stand staff to enter the exhibition venue, is arranged.

4.1 a motivation scheme for stand staff is devised.

4.2 the exhibition budget is checked that sufficient funds are available to motivate stand staff

4.3 Obtain management agreement on the motivation scheme for stand staff

4.4 Stand staff are advised in writing on the motivation scheme.

5.1 quotations from external stand staff training suppliers are obtained, evaluated, then order placed. A venue, audio-visual equipment and catering is arranged for training

5.2 research the subjects to be covered for stand staff training, then deliver training. The venue, audio-visual, equipment and catering for stand staff training is arranged.

5.3 the performance of stand staff during the exhibition, is monitored

5.4 a post-show review meeting with the stand staff, is arranged.

1.1 Plan a series of post-show promotions

1.2 Cost post-show promotions and gain budget approval

1.3 Implement post-show promotions over time

Specific Outcome 2: Manage leads

2.1 all exhibition leads are added to Organisation’s prospect database or a new database created.

2.2 a reporting system on every ‘lead’, is devised

2.3 exhibition ‘leads’ are distributed to regional offices for processing

2.4 Exhibition ‘leads’ are distributed to sales staff, for processing

2.5 A report is prepared for management on the results of ‘lead’ processing

Specific Outcome 3: Return on exhibition investment is calculated

3.1 A value is applied to all ‘leads’ being processed

3.2 Orders gained from ‘lead processing’, is tracked

3.3 Exhibition expenditure is finalised

3.4 The Return on the exhibition investment is calculated.

INTERNATIONAL EXHIBITION PARTICIPATION

Specific outcome 1: Prepare export readiness assessment

1.1  Obtain the ‘export readiness assessment’ document from local export organizations

1.2  establish if your business is ready to export

1.3  establish if your product is ready to be exported

1.4  register as an exporter

Specific Outcome 2: Investigate the feasibility of exhibiting on a South African Pavilion at an International exhibition or exhibiting independently.

2.1. investigate the rules and regulations for exhibiting on a South African Pavilion

2.2 investigate the available export incentives

2.3 investigate the International exhibitions at which there will be a South African Pavilion.

2.4 investigate the demographics of the exhibitions at which there will be a South African Pavilion.

2.5 prepare and compare budgets for exhibiting on a South African Pavilion or exhibiting independently and the likely return on investment.

Specific Outcome   3: Select the right exhibition and book the stand

3.1 study all available International exhibitions that reach your target market

3.2 contact the Organisers and obtain the exhibition’s demographics and the prospective exhibitor information  

3.3 investigate costs of hiring a stand overseas, compared to shipping a stand from South Africa.

3.4 prepare a budget of all potential costs, to establish feasibility

3.5 study the exhibition floor plan and select a stand

3.6 study the contract to exhibit, then book stand.

Specific Outcome 4: Book all suppliers, order all services and commence trade show marketing

4.1 study the exhibitor information manual and place orders

4.2 plan and order all other services and goods required, then supervise supply and delivery

4.3 study the social and business customs and requirements of the target country and adapt plans accordingly.

4.4 communicate regularly with all stakeholders, so that timelines are agreed and met

4.5 commence pre-show promotions to target market

4.6 plan on-show and post-show promotions

Specific outcome 5: Manage stand and staff

5.1 manage the build-up of the exhibition stand

5.2 manage the on-show promotions

5.3 manage the stand staff

5.4 supervise the contact with customers and prospects

5.5 manage the lead collection process

Specific outcome 6: Manage the stand break-down, lead processing, post-show review and calculation of ROI.

6.1 manage the break-down of the stand and the packing of all goods to be returned to South Africa.

6.2 contact or visit all International customers or prospects requiring urgent attention  

6.3 upon return to South Africa, implement post-show promotions and lead management and processing.

6.4 review the International exhibition participation with all stakeholders

6.5 calculate the return on the exhibition investment (ROI).