How to get to the opening of the exhibition. Correct organization of exhibitions and stand design. Organization of a traveling exhibition

How to organize an exhibition - why you need it + 10 steps for organizing + 4 common mistakes.

There are many marketing tools available to promote products and services.

It is quite difficult to take into account each, and even more so to use at one time, and it is not always necessary.

But there is one way of communication that combines several promotion tools at once.

And these are exhibitions familiar to many.

Despite the fact that many entrepreneurs have already managed to assess the effect of their holding, some are still afraid to participate in such events.

And first of all, this is due to ignorance and misunderstanding of the organization of the entire process.

If you want to know how to organize an exhibition and get the most out of it, then keep reading this article.

What is an exhibition and why is it needed?

The exhibition is one of the key marketing communications, which includes many ways of promotion, which are carried out at the same time:

• presentation of a product or service;
• tasting (if necessary);
• sampling;
• contests.

What does an entrepreneur get in the end by deciding to take part in the exhibition:

• communication with potential buyers or clients;
• studying competitors and comparing yourself with them;
• forming a positive image of your company;
• receiving new orders and negotiating future supply contracts.

Thus, by taking part in such events, the company gets a unique opportunity not only to study a possible sales market, and to show itself in the best light, but also immediately following the results of the work to work on mistakes - to improve the quality of goods, to hire more qualified personnel, to do more active advertising.

Advantages and disadvantages of the exhibition

An exhibition is a rather specific marketing tool that has its own advantages and disadvantages.

Let's start with the pleasant moments:

• organizers use only high-quality and large-scale advertising;
• for the most part, a really interested audience comes to the exhibition;
• participation in such an event gives an entrepreneur an opportunity to establish new ties with local authorities, other enterprises that can be suppliers of raw materials, advertising companies;
• maintaining the image of your company.

But along with the advantages, there are also disadvantages:

• high cost of participation;
• long preparation time;
• expensive decoration of the exhibition stand;
• the human factor (it is worth sending only verified and trained employees of the marketing department to the exhibition).

How to organize an exhibition: a step-by-step process

There is a lot of work to be done to organize an exhibition. Western analysts argue that it is worth spending about one year to prepare; our compatriots agree that six months will be quite enough.

The very process of participating in the exhibition will consist of several stages.

Here are the main ones:

1. Choosing a suitable exhibition
2. Drawing up an action plan
3. Selection and training of employees who will present the product
4. Budget planning
5. Sample selection
6. Development of handouts
7. Exhibition center decoration
8. Installation work
9. Direct participation
10. Summarizing

Let us dwell on each of the stages in more detail.

Selecting an exhibition and submitting an application for participation

The marketing department of the enterprise must constantly seek and study information about where, when and what exhibitions will be organized.

If you are new to such events, then, first of all, pay attention to specialized exhibitions that are held in your region.

If in the next six months there is nothing suitable, then it is worth considering the option of expositions at which manufacturers of various groups of goods can show themselves.

What you need to pay attention to when choosing an exhibition:

• subject;
• number of participants;
• the target audience;
• ways to promote the exhibition;
• requirements for exhibitors' exhibition stands;
• Cost of participation.

Submission of an application and payment for participation depends on the scale of its implementation:

• at the regional level - you must contact the organizer directly;
• at the federal level - to find intermediaries.

Also, prepare all the necessary documents in advance, as some expo centers have strict requirements and conduct a careful selection of participating companies.

Exhibition planning

Organizing an exhibition won't work without careful planning.

First of all, you must draw up a calendar of actions, calculate a budget in order to understand how much money you are willing to invest in this method of advertising, and prepare employees.

Also at this stage it is necessary to determine the main goals of participation in such an event and focus on them.

Strategic tasks will be:

• increased sales;
• attracting new buyers;
• market research;
• assessment of competitors' activities and study of their target audience;
• search for new connections;
• conducting preliminary negotiations with potential clients.

The tactical tasks are as follows:

• determination of the dimensions of the stand;
• selection of samples;
• exhibition stand design;
• search for a suitable place for the installation of a stand in the expo center.

Selection of employees who will work at the exhibition

If the director or business owner is interested in its development, then his presence at the exhibition is mandatory.

Firstly, you can personally see a potential sales market, and secondly, make business acquaintances.

As for the personnel who should be directly responsible for organizing the exhibition, they will belong to the sales or marketing department.

It is worth sending specialists in their field to the exhibition, who:

• "From" and "to" know the selected goods,
• have good communication skills;
• will be able to sell the product and describe its positive characteristics.

Also, the stand should have a production manager, a marketing or sales manager.

Budget planning

The budget for organizing an exhibition should include the following items of expenses:

• payment for participation and rent of a place in the expo center;
• the cost of the exhibition stand (design, transportation, installation);
• cost of samples;
• preparation of handouts;
• travel and accommodation expenses of employees;
• costs of force majeure.

Selection of product samples

It is necessary to use the same goods that go on sale as samples.

Anyone who comes up to the company's stand should have the opportunity to taste the product.

Also prepare some units that you can give to potential clients.

Be sure to leave full information about the product and contact details of the company on the brochure.

Preparing handouts

Handouts should be presented in the form:

• leaflets with information about the company and its products;
• price list;
• full catalog.

It is worth noting that the costs will be quite large, so do not rush to easily say goodbye to the handouts.

Place a stack of leaflets near the stand, but the price-list and catalog should be reserved for those who are really interested in the company's products.

Exhibition stand design

The most important stage in the organization of the exhibition is the design of the exhibition stand.

The success and effect of participating in such an event depends on how the product will be presented.

To convey to visitors all the necessary information, use recommendations for the design of the stand for the exhibition, concerning the following points:

Name and logo.

They should be visible and immediately conspicuous.

Therefore, be sure to place them on the stand.

There is no need to make people wonder what this enterprise is in the right corner.

You can also develop some kind of customer-oriented slogan that immediately grabs the attention of visitors.

He needs to be the center of attention.

Therefore, avoid a bright stand design, where the product can get lost.

It should also be placed in such a way that anyone can approach it from any side.

Place in the hall.

The earlier you apply for participation in the exhibition, the higher your chances of renting a good place.

The most successful is the placement of the stand:

• to the right of the entrance;
• in the middle of Hall;
• in the corners of the hall.

1. Stand size.

   The stand should occupy a third of the rented space, the rest of the space belongs to the employees at the rate of 1.5-2 sq. m. for one person.

   As a rule, 5 seconds are enough for a person to catch his eye on a certain stand and decide to approach it.

   You need to know a few "tricks" that will help in this matter.

So, how to design an exhibition stand so that it will surely attract attention:

• the stand can be of an unusual shape with a bright, but at the same time unobtrusive design;
• you can add a scrolling line, play a video on the screen with a demonstration of the product in action, put moving objects that are indirectly related to the activities of the company;

it is imperative to provide textual information at the stand itself and make sure that the rack with handouts is not empty.

But it is important that visitors still have questions that company representatives can answer;

• if the conditions of the organizers of the exhibition provide for the lease of large areas, then do not stint and organize an "island" with a table and chairs.

Try to give your stand a certain style, let it be laconic and not overloaded with lots of items and unnecessary text.

Anyone would rather try a product in real conditions than just see it in the photo or read a lot of information about it.

Installation work for the installation of the stand in the exhibition hall

It is necessary to prepare in advance about the delivery of the exhibition stand: select and conduct a full briefing of employees.

To carry out installation and dismantling, you need to set clear terms: one day at a time.

Allowing the employee to relax can increase costs.

On the days of the event, it is necessary to monitor the cleanliness of the stand and its filling.

Participation in the exhibition and summing up

Well, all the stages of how to organize an exhibition have been passed, it remains only to participate in it.

And here it all depends on the employees who will conduct the presentation.

1. The stand should always have people to whom visitors can turn.
2. First of all, it is worth paying attention to wholesale buyers, and then to retail.
3. Potential clients are invited to fill out a questionnaire, after which they are provided with a catalog with a full range of products and a price list.

Completed questionnaires will serve as the basis for summing up the results of the exhibition.

They can also track how many buyers are really interested in the company's products.

After that, you can work on the mistakes, as well as assess the strengths and weaknesses of the work done.

A few more tips on how to hold an exhibition are collected in the video:

Major mistakes during the exhibition

Many do not fully understand what it means to organize an exhibition, which is why many questions arise, ignorance of the answers to which leads to negative results.

An exhibition is just work at the stand.

This is not true.

This is a set of sequential actions that will lead to success.

It is important to take a responsible approach to each stage of the organization - preparation, direct participation and summing up.

Participation in the exhibition is only for the sake of participation.

The management of the enterprise must clearly set the goals that need to be achieved from participation.

The main focus should be on the stand.

Even the most beautiful and eye-catching stand will not save if the employees are not prepared and cannot communicate with clients.

The exhibition is over, and that's all.

Nothing is over until a complete analysis of the data obtained has been carried out, and work has been done on the errors.

After all, what was the point of wasting so much time and money, so that later not to take into account the information received.

If you are ready to go to a new level of promoting your business, then be sure to study any information regarding the issue, how to organize an exhibition.

It is indeed a very profitable and effective way to make yourself known.

But without knowing certain points, it is unlikely that it will be possible to get an "exhaust" from the work done and the money spent.

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Visit nearby galleries and see which ones exhibit works that are similar in style to yours. As a rule, exhibition organizers adhere to a certain genre - take advantage of this. Pay attention to which works were preferred by the gallery's expert commission. Think about your style, genre and direction. Ask yourself, "Will they like my work?"

Demonstrate how your art is different from the work of other artists. This will require a certain amount of ingenuity: with all the similarity of styles, your works should compare favorably with the works of competing artists. Do not forget that the organizers of the exhibitions, first of all, are business people and will not take risks.

Visit the opening of the exhibition (they usually take place every Thursday evening) in order to establish contacts with representatives of the art business. Show your passion and skill. Show interest and arouse their interest in your work.

Apply to participate in the award. This will give you the opportunity to showcase your creativity in front of experts in the art world, and even if you fail, you will still make yourself known.

Protect yourself from attempts that are doomed to failure in advance - avoid participating in paid exhibitions and competitions. More often than not, it's just a fundraiser for an art community or art gallery. Such promotions, as a rule, do not contribute to professional and creative development. On the contrary, being flagged for participation in such an event can ruin your resume. Of course, there are exceptions to the rule. One of them is where you live. In most cases, bypass them. Avoid art salons that require payment for your participation in a show or organizing an individual exhibition. No self-respecting gallery will do this.

Email your request to the art salon or gallery where you would like to exhibit. Try to provide as many samples of your work, sketches as possible, as well as information about your work, give a link to your personal website or blog, describe your creative concept. Many exhibition organizers prefer to collect information about the artist before presenting his work to the general public.

Create an online gallery. It can contain the works of local artists, as well as masters who create in the same style as you.

Become a member of a collective exhibition. As a rule, to participate in such an exhibition, you only need a membership fee, samples of your work and your creative resume. In addition, collective exhibitions do not oblige you to one-sided cooperation and do not take a commission on the sale of your works. Participation in it will give you the strength and confidence to achieve your goal.

Gallery contract. So, you are fortunate enough to collaborate with a gallery or art salon. An important condition for cooperation is a contract. Galleries usually charge a commission on the value of the artwork sold, since they are your representatives, not your buyers. Make sure that the amount of the commission charged is clearly stated in the contract, usually it is 20% -50%. Despite this, it is profitable for the gallery to overstate the cost of paintings, since their income directly depends on this. Carefully study the contract, one of the prerequisites may be the sale and display of your works exclusively in this gallery.

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How to organize an exhibition of paintings.

Many novice artists, one way or another, are faced with this question. Many believe that the number of exhibitions in the track record is directly proportional to the status of the artist in the world art ranking. Maybe it is so. In any case, to understand whether you need it or not, you need to start somewhere.

So, let's look at this question - how to organize an exhibition of your own works of art. Personal exhibition. I will describe how to solve this problem from my experience and the experience of my colleagues.

To begin with, you need to have in your arsenal a certain number of completed and completed works. How to decorate your work is an individual matter, depending on what technique you use and on the creative task that you set for yourself. In 2005, for the first personal exhibition held in the exhibition hall of the Moscow library №204, I made frames from sawn timber purchased at the Moskvoretsky market. I putty and spray painted with graffiti paints on the staircase in my entrance, made of two cobbled profiles. The field for ideas and creativity is vast - everything is in your hands ...

Finally, if you are ripe for starting an exhibition activity, you have work and an idea that you will carry to the viewer through the means of your exhibition project, then the lion's share of the task has been completed. Now think again why you need all this and what you expect from it. If everything is OK, go for it!

If you work in traditional genres of fine art, then as an exhibition debut - (we are considering a budget option), you can make a good start in the so-called intellect - centers that have been organized on the basis of public libraries over the past 10 years. Moscow has a well-developed network of public libraries with their own exhibition areas, where, after talking with the library management, in turn, you can easily make an exhibition. I wrote about one of them above.

For artists working in the field of so-called contemporary art - contemporary art, a good debut can be made at the START young art site at Winzavod.

A personal exhibition can be done on a paid basis within the framework of an exhibition hall lease agreement for a certain period. Prices and rooms are different - information is freely available. Here is a positive example from my experience: I organized the festival of gloomy arts "All Shades of Darkness") in 2010 at the "N" gallery in Beskudnikovo. Despite the relative distance from the center, the gallery is equipped with the latest technology: from excellent distribution equipment, good light, to the presence of concert smoke generators and a distributed audio system - which was very useful for holding the festival at the highest level. The rent also included the services of a PR manager to advertise the event in the media.

For a relatively small fee, you can exhibit in state exhibition halls, but exhibition experience is taken into account here - participation in group and solo exhibitions. As an example, I cite my personal exhibition at the State Exhibition Hall "On Kashirke" () Personal library exhibitions, by the way, are valued higher than participation in a group exhibition in a hall of a higher rank. Again, it is recommended to promote the exhibition in the library as much as possible, to spare no money for articles in art newspapers and magazines - it all depends on the budget.

By joining, for example, the Moscow Union of Artists and going through a simple admission procedure to the union (showing several landscapes and sketches painted in traditional technique), paying a small annual membership fee, you can participate in exhibitions of the union. As a rule, exhibitions are a dull bunch of old fighters, shaking in their paintings, hung in three rows on the walls ...

There is a practice of participating in all kinds of competitions, this method can also be a certain step. Basically, competitions are paid, as an example of the "International Assembly of Arts" and other similar events - there is also a three-level hanging, but a gathering of artists of a younger age. There are competitions with free participation, for example, the annual competition "The theme of death in contemporary art" (held as part of the international exhibition of the funeral industry "Necropolis"), organized by a Novosibirsk businessman Sergei Yakushin ()

There is a large selection of all kinds of group exhibitions with free participation, for example, exhibitions as part of the exhibition program of the Open Stage project (Povarskaya, 20), the LIK Foundation, the Mikhail Shemyakin Foundation (), etc. The Shemyakin Foundation, to my delight, offers interesting and pretty dark projects.

No one canceled participation in paid exhibitions organized by various entrepreneurs and enthusiasts, for example, the exhibition project "Geysers of the Subconscious" of the International Center for the Arts of Andrey Nekrasov (). Exhibitions within the framework of this project, as a rule, are held in pretentious exhibition areas, which captivates the ambitions of many artists who dream of exhibiting in prayerful places such as the Central House of Artists, Winzavod, GVZ Na Solyanka, Gallery A3, etc.

As a result of participation in group and personal exhibitions, artists gain experience in exhibition activities, determine priorities, establish useful contacts, and there may be cases of paintings being sold, which undoubtedly increases the artist's self-esteem. As a result, the exhibition experience and the obtained connections allow one to fit into the schedules of exhibitions of state and private galleries for free. There is an opportunity to find your gallery owner. All of the above applies to artists working both in the outdated memetic genre and in modern postmodernist trends in contemporary art.

A separate loophole for artists of contemporary art - there are no boundaries for exhibiting works, defined for memetic art by the walls of the galleries. Here you can rely on courage and anarchy in choosing a space to display your work and create art objects from scrap materials. Everything is possible here - from the inclusion of buildings and other elements of space in the exposition to experiments with fire and pyrotechnics. As an example, I cite exhibitions held in the abandoned Flacon plant (now the FLACON Design Plant is now a completely official exhibition site) and in the tunnel under the Moscow-Volga canal on Volokolamsk highway and the pedestrian crossing over the highway - as part of the Anti Biennale "Went! Where gone ?; the annual festival "FARSH" in an abandoned depot on Kurskaya in the very center of Moscow (http: //www..html) ... depot on Kurskaya ()

For experienced artists working with an advantage in the framework of the so-called contemporary art, there is a system of grants, biennials, etc. A project approach is used here, when an artist prepares an exhibition project, sends it to the commission and defends it if the project is of interest to the host party. Subsequently, the artist works on the project under the unobtrusive supervision of a curator. As a result, an exhibition - a project - in most cases in an advanced gallery. For example: , . The project approach is interesting in that the product (in our case, the exhibition) becomes more integral and conscious.

As you can see, there are many ways to organize an exhibition of your paintings and other works of art, so courage and madness will help you.

If you liked this article, please like it.

I will also be grateful if you write your feedback or comments (in the form after this text) from your own experience of organizing and participating in exhibitions. Both positive and negative experiences are interesting.

Dear friends! I want to organize an exhibition of my grandfather's paintings. I started calling galleries, but ran into an unexpected problem for myself. Or everything is booked before the new year or space prices. Before giving a suitcase of finances to strangers, I would very much like to consult with knowledgeable people. Chose this site as there are a lot of you here :)

There are paintings, there is their author, who is soon 90 years old. There is no need to sell something from paintings, an exhibition is a gift to an amateur artist. He never had an exhibition. Please give advice on what to do ?? Is it possible to organize everything with a little blood yourself? Rent a room, hang pictures. How is security usually provided? Which hall is better to rent? Is it worth it to contact someone? If so, to whom? To a gallery, a house of culture, or whatever. The most important thing. How to make sure that some people go to the exhibition ?? Considered.

Perhaps absolutely idiotic questions, sorry in advance! Fired up with an idea, I need advice.

Perhaps later we will post a collection of grandfather's creations on this site. So far, the grandfather is skeptical about the Internet, does not understand why, waves his hands. Thanks in advance to everyone who unsubscribed! If you did something wrong, please forgive me.