NAME CAVEN
SURNAME MASUKU
MASTERS OF SCIENCE IN MEDIA AND SOCIETY
PROGRAM
STUDIES MMSS 802
MODULE
LECTURER MR CHISANGO
TOPIC: Repressive State Apparatus and ideological State apparatus (Althusser)’s
contribution for critical political economy
In critical political economy the Neo-Marxist approach to ideology criticism, is the best
illustrated by the writings of Althusser and Gramsci, which developed from the research and
writing of the Frankfurt school (critical theory) This approach subjects the definition of ideology
"as false consciousness to considerable criticism and revision, and makes allowance for a more
complex understanding of the relationship between society, culture and ideology. The term
ideology is clearly defined by the classical/Orthodox Marxist negatively as;
“Ideological delusion or false consciousness and refers to those ideas, values and beliefs
produced within a given mode of production (such as media industry)” Geuss 1981:12).
In addition, Strinate (1995) defines the term “ideology” as a “representation of the imaginary
relationship of individuals to their real conditions of existence, that is a material force in societies
and that it interpellates individuals as subjects within particular ideologies”
However, the Marxist theory contends that the media function as agencies of social control and
legitimation, and play a strategic role in reinforcing dominant social norms and values which
legitimize the existing social system, thereby propagating false consciousness (Gurevitch et al
1982:2)
Furthermore, a central concept in Althusser’s theory is the ideological state apparatuses (ISA)
which refers to social institutions such as the family, language, the education system, trade
unions, church and mass media.(Althusser 1971:136-137). The ideological state apparatuses are
an important part of the social formation, and together with the Repressive state apparatuses
(RSA’s), which include institutions such as the army, the judiciary, and the police force, function to propagate social conformity, influencing people’s behavior and thought patterns (Gurevitch et al 1982:31). Althusser (1971) states that the media, and other ideological state apparatuses,propagate social control, while presenting themselves as socially neutral and objective. These social norms are in fact are in fact ideologically determined in the sense that they serve the interest of those who possess social power. For instance public media in Zimbabwe such as The Herald, Chronicle, Sunday mail, Sunday news, uMthunywa, Kwayedza and so forth often
produces stories that supports ruling regime. People are meant to believe in the ruling party
through the media.
On the other hand, repressive state apparatus is the use of coercion and power by the ruling class
to force the subordinate class to like their ideologies. Repressive state apparatuses includes the
police force, army, judiciary, courts and so forth. It is mainly used if the ideological state
apparatuses fail to wean the subordinate class to support the ideologies of their masters. For
instance, in Zimbabwe the beating of people after June 28 harmonized election. Here violence
was used as a force to make the masses to vote for the ZANU PF in the re-run which was later on
deemed a flaw. Law courts were used to jail MDC members who challenged ZANU PF party.
Journalist with contrary views about the use of coercion by ZANU PF were harassed, brutalized
and sometimes arrested. Privately owned newspapers were closed like Daily News and licenses
for operation for several NGO’s suspected to work in cahoots with members of the opposition
were withdrawn.
Althusser (1918-1990) was a French philosopher whose major work was published in the 1960
and 1970’s in the context of the then widespread intellectual interest in Marxism and
structuralist. Murdoch and Golding appropriate Marx’s view of ideology for a political economy
approach to the analysis of mass media. They argue that Marx’s thesis in the German ideology
entails three empirical propositions, which can be satisfactorily validated hence the following
claim supports;
“That the production and distribution of ideas is concentrated in the hands of the capitalist
owners of the means of production, that therefore their ideas receive much greater prominence
and hence dominate the thoughts of subordinate groups, and that therefore this ideological
domination serves to maintain the prevailing system of class inequalities which privileges the
ruling class and exploit the subordinate classes” (Strinati 1995:132)
Althusser (1918-1990) contribution to the critique of political economy is supported by the
following quotation;
“In the social production which men carry on when they enter into definite relation that are
indispensable and independent of their will, these relations of production correspond to a definite
stage of their material powers of production. The totality of these relations of production
constitute the economic structure of society-the real foundation, on which legal and political
structure arise and to which definite forms of social consciousness correspond. The mode of
production of material life determines the general character of the social, political and spiritual processes of life. Hence it is from this quotation that ideological state apparatus (ISA) is fostered by the capitalists who owns and distributes media production.
In addition, Althusser develops a structuralist interpretation of Marxism (1995:147). Althusser’s
objectives were to establish Marxism as a science and to rid it of economic determism. Althusser
accepts that Marxist theory can be interpreted as being economic determinists in character but
insist that economic determism works only in ‘the last instance’. His argument is that ideology is
a force within societies in its own right. Strinati (1995:149) contends that Althusser
understanding of the Marxist thesis is that;
“The economic base or mode of production, and the superstructure or politics and ideology, form
structures which are related to each other in definite ways. The political and ideological
superstructures are note mere expressions of the essence of the economic base... the economic
base will be determinist due to its effects upon other structures and the dynamics of the society
overall...”
It is from this argument that it can be argued that ideological state apparatus (ISA) and repressive state apparatus (RSA) contributes heavily to the critical political economy of communications. Althusser’s concept of Repressive state apparatus (RSA) functions massively and predominantly
by repression. Strinate contends that this conceptualization is comparable to Gramsci’s
distinction between coercion and hegemony. In critical political economy Althusser’s conception
of ideology is a representation of the imaginary relationship of individuals to their real conditions of existence that it is a material force in societies, and that it “interpellates” individuals as subjects within particular ideologies. Althusser notes that, what people represent themselves in ideology is not their real world as such but their relationship to the real world. This relationship is an imaginary distortion that we can observe in all ideology. (Brennen 2000:4)
Moreover, Althusser’s point of departure is that ideology has a material existence. He thus does
not see ideology as merely an illusory set of ideas in the minds of people and thus as less real
than the material base of society. “The imaginary relation Althusser refers to is a material
relation, ideology is not just that about ideas or a question of mental states or consciousness, but a material practice carried out by groups and institutions”. For example, ZBH cannot be
understood in ideological terms as a set of illusory ideas. It has to be conceived, conceptualized
and analyzed as a form of institutional practice.
Theses practices as stated by Althusser are:
“Governed by the rituals in which these practices are inscribed, within the material existence of
an ideological apparatus (1995:154). Judging from this assertion and observation from Althusser
it is clear that (ISA) and (RSA) analyses the holistic, historical, and current concern with the
balance between capitalist enterprise and public intervention. Such analysis amounts to critical
political economy and as such, this is one way Althusser contributes to critical political
economy.
Althusser however, argues that’ ideology interpellates individuals as subjects. Ideology ensures
that people live an imaginary reality precisely because it forms them as subjects similar
somewhat to the process of socialization. For Althusser, the subject is the defining feature of all ideology, and all ideology works or functions by taking individuals and placing them, as subjects within the framework of ideology. For instance, the global media such as France 24, News
Corporation, Viacom, Walt Disney and many others uses advertisement with interpellation to
cocoon the masses to accept the capitalist products. Big media regulating bodies such as the
FCC, ITU, INTELSAT and COMSAT are used by media conglomerate political to shun allocating African state satellite spectrum to safeguard their market interest, hence ideological state apparatus (ISA)and repressive state apparatus (RSA)
It is most important to note that Althusser’s development of the concept of ideology not onlyl
differs radically from the traditional Marxist definition of ideology as false consciousness, it also contrast with other more neutral understandings of the term, adding yet another dimension to this concept (Brennen 2000:5). However, for Althusser, “ideology” is a representation of the
imaginary relationship of individuals to their real conditions of existence (Althusser 1971:162)
Ideological state apparatus functions primarily through ideology rather than violence, but when
necessary these institutions may also use repression, although it is often concealed as
socialization, discipline and censorship (Althusser 1971).
These cultural institutions guide our thoughts, beliefs and interests and reinforce the status quo; discourage individuals from challenging their existing place in society. It is salient to observe that the ISA work with RSA which is also known as the machine of repression because it functions primarily through violence. The RSA exist in the public sphere and encompasses the police, courts, prisons, army government and administration. For example, in Zimbabwe repressive state apparatus was experienced in the March 2008 harmonized election. The soldiers, police and law courts were used by the ZANU PF party to force people to vote for them. People were brutalized, incarcerated and killed for voting out ZANU PF. Journalists from privately owned papers were jailed, or sometimes harasses for holding contrary views and condemning the infringements of human rights. Dubious judgments in favor of the ZANU PF party were passed and as a result members of the opposition party MDC were jailed or accused by law courts. Zimbabwe Papers
where the government has a large chunk in terms of ownership was and is still used to safeguard
the ZANU PF party.
Specifically, the RSA helps to maintain the powers and interest of the ruling class through
exploitation of the labor power of working class (Althusser 1971:142). As asserted by Althusser
1971, RSA is used mostly when individuals and groups poses a threat to the dominant order. As
threats to the dominant order mounts, the state turns to increasingly physical and severe
measures; incarceration, police force and ultimately military intervention are used in response.
(Hill 2009)
It can be concluded that although the concept of ideology was at one time central to an
understanding of social and cultural theories of media, in recent years it has for the most part
fallen out of favor. Cultural theorist have responded to and acted against Althusser’s structuralist Conceptualization of ideology since 1970’s. It should remain clear that ISA and RSA are a contested terrain that is broad in scope and can be interpreted in many ways. The social relation of the state with the citizens and the media operation is largely dominated by ideology. The way we arrived at meaning making process, the manner in which subjectivity is accumulated and
discourse that blinds the working class intellectuals is largely oriented by ideology in favor of the dominant class.
BIBLIOGRAPHY
Althusser L (1971) Lenin and Philosophy. New York Monthly Review.
Brennen B: Communication and Freedom; Althusserian Reading of Media-Government Relation
Vol.7 (2000: 4,-16.
Downing J>D>H et al (2004) the Sage handbook of media studies . Sage. London
Hill.D; Class, the crisis of neo-liberal Global Capital, and the role of education and knowledge
Workers. Saturday 28 march 2009 PDF
Richard D. Wolff 91987) ideological state Apparatus, Consumerism and US Capitalism PDF
RDWolff@Worldnet.att.net
Strinati D (1995) An Introduction to theories of popular culture. Routledge. London
Thursday, October 22, 2009
Thursday, October 1, 2009
Public relations & Corporate Social responsibility
Importance of corporate social responsibility
Corporate organizations should be in the lead what it comes to corporate social responsibility. Both the internal that is workers, and external that is those outside an organisation must benefit from the organization for good citizenship and community relations. This duty should be executed by the public relations department in any given corporate organization.Public relations and marketing are two distinct entities that should not be integrated.
Corporate organisation can engage their publics through corporate social initiatives, considering six options of doing good.It should be noted that corporate social initiatives causes promotion. Here a corporate provides funds, in kind of contribution to the community. It can be the funds for athletics, social soccer, health and so forth. All this enhance mutual relationship with the benefactors. Any organisation which does this have higher chances of prospering in their business.
Another important aspects about corporate social initiatives is cause-related marketing. Here a corporation commits to making a contribution or donating a percentage of revenues to specific cause based on products sales. In the western countries like America Comcast donated $4.95 of installation fees for its high speed Internet service to Ronald McDonald House Charities. This helps to improve relationship with other organization and creates mutual understanding. In Zimbabwe Econet is a good example that does that. Econet as an organization have prospered and has spread its wings in all nine provinces in Zimbabwe. Currently Econet is operating in seven countries.
Corporate philanthropy,a move that enable corporate organizations to make a direct contribution to a charity or cause, most often in the form of cash grants, donations or in kind. Here workers of any organization together with the external publics can benefit out of this. For example in Zimbabwe Econet has benefited a lot of their publics in Zimbabwe. The Joshua Mqabuko scholarship, Capernum Trust and so forth are the good example of corporate philanthropy. National railways of Zimbabwe have benefited a lot its public by donating to the community. The Public relations department from the two companies are practicing "excellent public relations". This is what was termed by Grunig (2001) as excellent Public Relations which is universal and global. Such practice by public relations department from corporate organisations is based on dialogical or two way symmetrical model of communications"
Public relations departments should conduct research quite often to search for the problems encountered by their publics. They should show concern and care for those problems by donating and taking care of the public. Since th beginning of this year people have been purchasing Econet line with reasonably prices. The grown up people above fifty years have been getting lines with cheaper price. such practice is part of corporate social responsibility.
Community volunteering is a corporation supports and encouragement by employees of a certain corporate organization to assist the public or given community to improve their live-hoods. For example in 2006, ZIMNAT Life Assurance Company donated refusal bins to the city of Gweru. A day was set to move around the Gweru CBD picking up litter and sweeping the street. Such practice is good burden that Public relations department of any given corporate organizations should do.
Public relations should be viewed as part of strategic management and should be involved in initiatives of policies that affects the operation of the organization. This is because by virtue of their job they are closer to the entire internal workers, other organizational authorities and the community which they are operating.Someone needs to be objective and should be a competent communicator who isolate the problems from people. For more comments and views please contact Masuku caven on the following email masuku.caven@gmail.com or masukuc@msu.ac.zw
Corporate organizations should be in the lead what it comes to corporate social responsibility. Both the internal that is workers, and external that is those outside an organisation must benefit from the organization for good citizenship and community relations. This duty should be executed by the public relations department in any given corporate organization.Public relations and marketing are two distinct entities that should not be integrated.
Corporate organisation can engage their publics through corporate social initiatives, considering six options of doing good.It should be noted that corporate social initiatives causes promotion. Here a corporate provides funds, in kind of contribution to the community. It can be the funds for athletics, social soccer, health and so forth. All this enhance mutual relationship with the benefactors. Any organisation which does this have higher chances of prospering in their business.
Another important aspects about corporate social initiatives is cause-related marketing. Here a corporation commits to making a contribution or donating a percentage of revenues to specific cause based on products sales. In the western countries like America Comcast donated $4.95 of installation fees for its high speed Internet service to Ronald McDonald House Charities. This helps to improve relationship with other organization and creates mutual understanding. In Zimbabwe Econet is a good example that does that. Econet as an organization have prospered and has spread its wings in all nine provinces in Zimbabwe. Currently Econet is operating in seven countries.
Corporate philanthropy,a move that enable corporate organizations to make a direct contribution to a charity or cause, most often in the form of cash grants, donations or in kind. Here workers of any organization together with the external publics can benefit out of this. For example in Zimbabwe Econet has benefited a lot of their publics in Zimbabwe. The Joshua Mqabuko scholarship, Capernum Trust and so forth are the good example of corporate philanthropy. National railways of Zimbabwe have benefited a lot its public by donating to the community. The Public relations department from the two companies are practicing "excellent public relations". This is what was termed by Grunig (2001) as excellent Public Relations which is universal and global. Such practice by public relations department from corporate organisations is based on dialogical or two way symmetrical model of communications"
Public relations departments should conduct research quite often to search for the problems encountered by their publics. They should show concern and care for those problems by donating and taking care of the public. Since th beginning of this year people have been purchasing Econet line with reasonably prices. The grown up people above fifty years have been getting lines with cheaper price. such practice is part of corporate social responsibility.
Community volunteering is a corporation supports and encouragement by employees of a certain corporate organization to assist the public or given community to improve their live-hoods. For example in 2006, ZIMNAT Life Assurance Company donated refusal bins to the city of Gweru. A day was set to move around the Gweru CBD picking up litter and sweeping the street. Such practice is good burden that Public relations department of any given corporate organizations should do.
Public relations should be viewed as part of strategic management and should be involved in initiatives of policies that affects the operation of the organization. This is because by virtue of their job they are closer to the entire internal workers, other organizational authorities and the community which they are operating.Someone needs to be objective and should be a competent communicator who isolate the problems from people. For more comments and views please contact Masuku caven on the following email masuku.caven@gmail.com or masukuc@msu.ac.zw
Nature and scope of exhibitions. Exhibition Plan
(By caven masuku) Teaching Assistant Lecturer at Midlands State University in the media Department September 2009
Maitland (1997:3) defines the term “exhibition” as:
“a direct face to face medium. Here one can meet past, present and prospective customers and talk, discuss products and services, ask and answer questions, negotiate, judge reactions and establish real human relationships with them. Leads may be generated, contact lists built up, orders taken and sales made. Staff other than sales representatives can greet customers to exchange views and get to know each other better…”
Sardana (1995:92) asserts that “exhibition is a miniature of an organization and as a medium combines all essentials of a good and credible communication….The stall displays the products, services and systems of the company through various means audio and visual-together with the presence of company officials for face to face communication with the visitors to the stall. The visitors can meets, talk, explain, and even complain about the organization or its products that is visitors can have first hand information thereby removing some of their misunderstandings, misgivings and wrong perceptions”
The term planning is defined by Bittel et al (1989:107) as follows:
“A process of systematically making decision about what will be done in the future and how it will be done. In summary the term “plan,” answers the following terms What, Where, When, How and Who”.
Maitland (1997:27) asserts that whether you are thinking of exhibiting at a consumer, trade or private show, you must begin your preparations by contemplating your firm, products, services and goals. However, it is important to be aware of your market and understanding the costs of exhibiting, such as self -assessment. Self-assessment will provide the exhibitor with the basic information required to decide which exhibitions to choose and how to exhibit at them.
1.Appraising your firm
Every would-be exhibitor should have a full and detailed knowledge of his or her business, being familiar with its organization and workings from top to bottom. There is need to understand your firm inside out before proceeding any further. Consider and note down your firms qualities. These might include an ideal location to supply goods to customers, always being fully stocked, and a prompt and friendly after-sales service. An exhibitor should be able to identify tha nature of exhibition, for instance is it
a)Consumer Shows
b)Trade exhibition or
c) Private events.
Relay on key staff to do everything, for example in severe financial restraints and inexperience may suggest that highly professional and costly consumer and trade events are inappropriate in this instance.
In appraising your firm the following items should be noted and consideration must be made. Here an exhibitor should consider and note the; type of firm, structure, policies, operations, department and employees and so forth. Such consideration will give appropriate logistic in the planning stage.
a)Products and services: Look at the types of goods and services that will be exhibited or discussed in the exhibition, their varieties, uses, packaging, prince, durability, guarantees and so fortrh. The exhibition through action checklist should weigh the advantages and disadvantages in participating in an exhibition of his choice.
b)Checking your goals: In addition, there is need to focus on the business benefit of exhibiting. For instance, there is need to look at the pros and cons on the business side. Again it should be clear as to whether a certain chosen exhibition will suffice the short term goals, medium term goals and long-term goals. Maitland (1997:32) state that: “prospective exhibitions need to check their goals, which involves:
a) Listing exactly what they want to achieve
b) Comparing and contrasting goals with the benefits and drawbacks of exhibiting, to see how suited they are.
2.Recognizing your market : Exhibitors must familiarize themselves with the market in which they operate. They must find out as much as possible about their current and prospective customers, rivals and the market place. Decide whether exhibitions really are right for their firm. Learn what your customers purchase, as well as why, where, when and how often. Find out what they think of your competitors and their goods and service. Understand your customer’s characteristics and habits piece them together with your contact. When dealing with the public rather than firms may suggest consumer rather than trade events, and vice versa. Discussions with customers should also generate details of specific shows that are worth attending and the type of products that ought to be shown there.
a) Judging your rivals:
Prospective exhibitors need to judge their rivals too, particularly in terms of
1)their organizations, operations, products, services-position and negative features.
2)Their attendance at exhibitions and the tactics employed at them
3)Their reasons for attending some events but not others
Possessing an overall awareness of your rivals and their exhibition activities-probably built up your dealings with them. Reading and talking about them to other businesses and people in the trade-ought to allow you to press on with your show plans and policies. For example, you may know from attending certain exhibitions that a key, well established competitor always exhibits at one particular trade events, but not another.
b)Studying the market place: There is need to be conscious of the main characteristics of your market, including its total size and turnover. In addition, the exhibitor must be aware of their representative associations and the ways in which they organize and run the industry. Prospective exhibitors need to contemplate the many and varied influences upon the market separating them out into political, economic, social, demographic, technological and other factors, as appropriate. Calculate how they might affect the marketplace, analyze whether they are good or bad influence. Make certain that you recognize any market trends, and whether the market is contracting, stagnating or expanding, know what is taking place around your organization business wise.
c)Conducting Research:
Potential exhibitors can conduct further research into their customers, rivals and the market place in a variety of ways. Research must be conducted as a greater assistance in choosing the nature and type of exhibition, designing your stand and so on. Potential exhibitors have to look at published materials such as surveys, reports and statistics about previous exhibition. In addition, there is need to talk to professionals, trade and other bodies about exhibition. Prospective exhibitors need to employ a specialist market research agency.
3. Setting a budget:
Having decided that “exhibitions” may be a relevant medium for your firm, you need to go on to identify and analyze all of the possible costs that can be involved with attending a show, deciding which one are likely to be incurred by you if you proceed. The you can move ahead to estimate your expenditure and conclude whether the outlay required is accepted to you.
a)Identify costs: Compile a full and complete list of prospective costs, without calculating which will be most significant to you and so on indirect costs especially the time and efforts associated with successful exhibiting ought to be noted. Potential exhibitor must start by writing stand-associated costs: stand design; space rental; stand construction, furniture such as desk and chairs, t5elephone installation, stand removals and so on. If decided that exhibitions are a relevant advertising medium in the circumstances, a budget need to be set which includes;
a) Identifying possible costs
b) Analyzing likely cost
c) Estimating actual expenditure and concluding whether the anticipated outlay is acceptable in this instance (Maitland 1997:45)
4. Choosing exhibitions
When planning for an exhibition, exhibitors should go on to shortlist the exhibitions, that they might attend, contacting organizers to learn more about these shows, making choices, booking space and drafting a timetable leading up to your first planned event
a)Short listing exhibitions
To begin with, you need to obtain a list of exhibitions for the coming year, or for a longer period, if possible. Having already concluded whether you should be exhibiting at either consumer and /or trade shows, read carefully through the list to pick out those events which could conceivably be of potential interest to you. Compare “possible” with the firms products, services and goals-and retaining or deleting them as appropriate. Study the remaining “possible” in relation to customers, competitors and the marketplace consequently whittling down to a shortlist of “probable’s”. For instance, in Zimbabwe it is important to decide whether to participate at ZITF, Gweru show, Harare show and so forth. Also think about whether your leading competitors will be there, and if this is a good or bad sign for you.
b) Contacting Organizers
Working through your shortlist, you must get in touch with the organizers of each of the events to ask for further information. Material sent to potential exhibitors depends upon whether the organizers is small or a large, professional or unprofessional: Sale brochure: is usually a glossy publication which hypes up the show as best as it can. For instance, in Zimbabwe we have the Midlands Gweru brochure, with all company names based in Gweru and the nature of business they are into and their physical addresses. Although it should be read with a jaundiced eye and a suspicious mind, it does contain some useful information. The “sales brochure” supply general details about the sponsor, organizer and its services, the venue, the purpose of the exhibition, show dates and opening hours. In addition, the numbers and types of exhibitors and visitors at earlier events and those who are expected on the following occasion are contained in the brochure. Information such as obtained from “sales brochure” enables prospective exhibitors to make a choice and to know who the competitors are.
Certificate of attendance forms
A certificate of attendance is issued to the “would-be exhibitors”. This certificate of attendance gives detailed and independently audited data about the attendance at the last show, which is both helpful and reliable. To get the certificate of attendance potential exhibitors register six months before the exhibition. The certificate analyses the attendance by different entrance fee level for example, full prices that is visitors who gained access to show via payments of the advertisements full price admission fees, Concessions that is visitors who gain access to show at a reduced rate to those advertised, bulk sales, complementary that is visitors who gain access to show free of change, exhibitors that is staff who man the stands and so forth.
“Floor plans “sets out the scale of the show, size and locations of the stands that are available plus information about the exhibitors who have already booked sites and their positions. Bookings forms, rules and regulation previous exhibition catalogues
c) Making Choices:
Choices need to be made by taking each shortlisted exhibition in sequence and studying;
i)The event itself; Here you can probably think of many questions such as what size and status in the field. For instance if you are aiming to appeal to oversees buyers you will want to select international events. Also check how long the exhibition will run. Long running shows tend to be better choices for new exhibitors.
ii)The Organizer: Check whether this is a trade association, professional exhibition organizer or whoever. Check its reputation in the trade, how long it has been operating. Consider whether the organized exhibition meet your needs and goals of trade. Find out as much as you can about the plans, exhibition with particular emphasis on how it intents to attract exhibitors and promote the events to the desired audience.
iii)Venue: Several questions need to be posed and answered satisfactorily. Is it easily reached? You need to be sure that both exhibitors and visitors can get to the site conveniently and on time, so check its proximity to good roads, parking facilities and transport networks, whether buses, trains or plans. Is it large enough? Is it well structured for exhibitors?
iv)Booking space: Focusing on the first exhibition to be attended, space needs to be booked well in advance. This means selecting the right type of stand, choosing the correct position for the stand, studying the rules and regulations to ensure they are acceptable and returning the complete booking form with a deposit.
v)Drafting a timetable: A timetable needs to be drafted up and beyond the first show, with activities scheduled in relation to the stand, exhibits, staff, promotions and miscellaneous matters. With regard to stand. One has to pick a theme, select content, tackle presentation, compose a brief for a designer and so forth. Concerning the ‘exhibits” you shall need to carry out orders, prepare relevant, existing and new products for display; examine and test goods for faults, transporting products into the place and attending to the removal and return of the goods after the show. Turning to the staff various duties must be overseen. These will include; appointing a stand manager, selecting the right training, uniforms, booking accommodation, setting up a debriefing and so forth.
On promotional activities, you should compile a prospects list, arrange direct mail shots to customers, and submit an entry to the show catalogue, with accompanying advertisement. If relevant; write press statement/ releases and complete press kit for distribution. In addition, entertainment, advertisement campaigns order giveaways must be made at this stage.
Designing a stand
The next phase as a plan for exhibition involves designing a stand. Designing a successful exhibition stand incorporate three key steps that is ( i)Contemplating its appearance (ii)selecting its contents and (iii) Composing a brief for the designer and contractor. The stand must create the desired image of the firm, be attractive enough to draw visitors to it, provide a satisfactory sales and working environment and so on. In addition, the content of an exhibition stand could incorporate (a)products that can be displayed and sold effectively in an exhibition environment, Visual display items, such as photographs, diagrams and illustrations, audio-visual display, like slide shows, films or video presentations.
Maitland (1997:820 state that having thought carefully about the design of your stand and possessing numerous ideas which you would like to see, proceed to commission a designer. A contractor needs also to be employed to design and build the stand. A designer can be chosen by (i0 short listing three to six after contacting and talking to the appropriate trade body (ii) discussing the exhibitors background with the shortlisted designers and so forth. There is need to speak to the relevant trade association and other adversers to produce a shortlist. Again the contractor needs to put out to tenders. If the contractor is employed the relationship between the exhibitor and contractor should be specified in writing, well defined, clear and open.
It can be concluded that exhibition plan should answer the following questions; what type of exhibition, who’s who at exhibitions, thinking about yourself, recognize your market, setting a budget, choosing exhibitions, designing the stand and using specialist. A stand needs to be aesthetical booked and should complement corporate identity consolidation. Workers manning the stands need to be shifted so that they will be able to attend well the customers. A prospect list needs to be compiled and after the exhibition all visitors who visited the stand need to be contacted. Sale representative have to be assigned the visitors and to make a follow up. In the exhibition the must visit list to your stand must be compiled.
References
Belcher, M (1991) Exhibitons in Museums, Leicester University Press, Leicester.
Bittel B.B (1989) an introduction to Business. Third edition. US. Mc Graw-Hill
Dudley, J (1990) Successful exhibiting. Kogan page. London
Hall.M (1987) On Display. A design Grammer for Museum exhibitions. Lund Humphries. London.
Maitland. I (1997) How to Plan Exhibitions. Britain. Redwood.
Sardana CK (1995) The Challenges of Public Relations. India. Har-Anand
Maitland (1997:3) defines the term “exhibition” as:
“a direct face to face medium. Here one can meet past, present and prospective customers and talk, discuss products and services, ask and answer questions, negotiate, judge reactions and establish real human relationships with them. Leads may be generated, contact lists built up, orders taken and sales made. Staff other than sales representatives can greet customers to exchange views and get to know each other better…”
Sardana (1995:92) asserts that “exhibition is a miniature of an organization and as a medium combines all essentials of a good and credible communication….The stall displays the products, services and systems of the company through various means audio and visual-together with the presence of company officials for face to face communication with the visitors to the stall. The visitors can meets, talk, explain, and even complain about the organization or its products that is visitors can have first hand information thereby removing some of their misunderstandings, misgivings and wrong perceptions”
The term planning is defined by Bittel et al (1989:107) as follows:
“A process of systematically making decision about what will be done in the future and how it will be done. In summary the term “plan,” answers the following terms What, Where, When, How and Who”.
Maitland (1997:27) asserts that whether you are thinking of exhibiting at a consumer, trade or private show, you must begin your preparations by contemplating your firm, products, services and goals. However, it is important to be aware of your market and understanding the costs of exhibiting, such as self -assessment. Self-assessment will provide the exhibitor with the basic information required to decide which exhibitions to choose and how to exhibit at them.
1.Appraising your firm
Every would-be exhibitor should have a full and detailed knowledge of his or her business, being familiar with its organization and workings from top to bottom. There is need to understand your firm inside out before proceeding any further. Consider and note down your firms qualities. These might include an ideal location to supply goods to customers, always being fully stocked, and a prompt and friendly after-sales service. An exhibitor should be able to identify tha nature of exhibition, for instance is it
a)Consumer Shows
b)Trade exhibition or
c) Private events.
Relay on key staff to do everything, for example in severe financial restraints and inexperience may suggest that highly professional and costly consumer and trade events are inappropriate in this instance.
In appraising your firm the following items should be noted and consideration must be made. Here an exhibitor should consider and note the; type of firm, structure, policies, operations, department and employees and so forth. Such consideration will give appropriate logistic in the planning stage.
a)Products and services: Look at the types of goods and services that will be exhibited or discussed in the exhibition, their varieties, uses, packaging, prince, durability, guarantees and so fortrh. The exhibition through action checklist should weigh the advantages and disadvantages in participating in an exhibition of his choice.
b)Checking your goals: In addition, there is need to focus on the business benefit of exhibiting. For instance, there is need to look at the pros and cons on the business side. Again it should be clear as to whether a certain chosen exhibition will suffice the short term goals, medium term goals and long-term goals. Maitland (1997:32) state that: “prospective exhibitions need to check their goals, which involves:
a) Listing exactly what they want to achieve
b) Comparing and contrasting goals with the benefits and drawbacks of exhibiting, to see how suited they are.
2.Recognizing your market : Exhibitors must familiarize themselves with the market in which they operate. They must find out as much as possible about their current and prospective customers, rivals and the market place. Decide whether exhibitions really are right for their firm. Learn what your customers purchase, as well as why, where, when and how often. Find out what they think of your competitors and their goods and service. Understand your customer’s characteristics and habits piece them together with your contact. When dealing with the public rather than firms may suggest consumer rather than trade events, and vice versa. Discussions with customers should also generate details of specific shows that are worth attending and the type of products that ought to be shown there.
a) Judging your rivals:
Prospective exhibitors need to judge their rivals too, particularly in terms of
1)their organizations, operations, products, services-position and negative features.
2)Their attendance at exhibitions and the tactics employed at them
3)Their reasons for attending some events but not others
Possessing an overall awareness of your rivals and their exhibition activities-probably built up your dealings with them. Reading and talking about them to other businesses and people in the trade-ought to allow you to press on with your show plans and policies. For example, you may know from attending certain exhibitions that a key, well established competitor always exhibits at one particular trade events, but not another.
b)Studying the market place: There is need to be conscious of the main characteristics of your market, including its total size and turnover. In addition, the exhibitor must be aware of their representative associations and the ways in which they organize and run the industry. Prospective exhibitors need to contemplate the many and varied influences upon the market separating them out into political, economic, social, demographic, technological and other factors, as appropriate. Calculate how they might affect the marketplace, analyze whether they are good or bad influence. Make certain that you recognize any market trends, and whether the market is contracting, stagnating or expanding, know what is taking place around your organization business wise.
c)Conducting Research:
Potential exhibitors can conduct further research into their customers, rivals and the market place in a variety of ways. Research must be conducted as a greater assistance in choosing the nature and type of exhibition, designing your stand and so on. Potential exhibitors have to look at published materials such as surveys, reports and statistics about previous exhibition. In addition, there is need to talk to professionals, trade and other bodies about exhibition. Prospective exhibitors need to employ a specialist market research agency.
3. Setting a budget:
Having decided that “exhibitions” may be a relevant medium for your firm, you need to go on to identify and analyze all of the possible costs that can be involved with attending a show, deciding which one are likely to be incurred by you if you proceed. The you can move ahead to estimate your expenditure and conclude whether the outlay required is accepted to you.
a)Identify costs: Compile a full and complete list of prospective costs, without calculating which will be most significant to you and so on indirect costs especially the time and efforts associated with successful exhibiting ought to be noted. Potential exhibitor must start by writing stand-associated costs: stand design; space rental; stand construction, furniture such as desk and chairs, t5elephone installation, stand removals and so on. If decided that exhibitions are a relevant advertising medium in the circumstances, a budget need to be set which includes;
a) Identifying possible costs
b) Analyzing likely cost
c) Estimating actual expenditure and concluding whether the anticipated outlay is acceptable in this instance (Maitland 1997:45)
4. Choosing exhibitions
When planning for an exhibition, exhibitors should go on to shortlist the exhibitions, that they might attend, contacting organizers to learn more about these shows, making choices, booking space and drafting a timetable leading up to your first planned event
a)Short listing exhibitions
To begin with, you need to obtain a list of exhibitions for the coming year, or for a longer period, if possible. Having already concluded whether you should be exhibiting at either consumer and /or trade shows, read carefully through the list to pick out those events which could conceivably be of potential interest to you. Compare “possible” with the firms products, services and goals-and retaining or deleting them as appropriate. Study the remaining “possible” in relation to customers, competitors and the marketplace consequently whittling down to a shortlist of “probable’s”. For instance, in Zimbabwe it is important to decide whether to participate at ZITF, Gweru show, Harare show and so forth. Also think about whether your leading competitors will be there, and if this is a good or bad sign for you.
b) Contacting Organizers
Working through your shortlist, you must get in touch with the organizers of each of the events to ask for further information. Material sent to potential exhibitors depends upon whether the organizers is small or a large, professional or unprofessional: Sale brochure: is usually a glossy publication which hypes up the show as best as it can. For instance, in Zimbabwe we have the Midlands Gweru brochure, with all company names based in Gweru and the nature of business they are into and their physical addresses. Although it should be read with a jaundiced eye and a suspicious mind, it does contain some useful information. The “sales brochure” supply general details about the sponsor, organizer and its services, the venue, the purpose of the exhibition, show dates and opening hours. In addition, the numbers and types of exhibitors and visitors at earlier events and those who are expected on the following occasion are contained in the brochure. Information such as obtained from “sales brochure” enables prospective exhibitors to make a choice and to know who the competitors are.
Certificate of attendance forms
A certificate of attendance is issued to the “would-be exhibitors”. This certificate of attendance gives detailed and independently audited data about the attendance at the last show, which is both helpful and reliable. To get the certificate of attendance potential exhibitors register six months before the exhibition. The certificate analyses the attendance by different entrance fee level for example, full prices that is visitors who gained access to show via payments of the advertisements full price admission fees, Concessions that is visitors who gain access to show at a reduced rate to those advertised, bulk sales, complementary that is visitors who gain access to show free of change, exhibitors that is staff who man the stands and so forth.
“Floor plans “sets out the scale of the show, size and locations of the stands that are available plus information about the exhibitors who have already booked sites and their positions. Bookings forms, rules and regulation previous exhibition catalogues
c) Making Choices:
Choices need to be made by taking each shortlisted exhibition in sequence and studying;
i)The event itself; Here you can probably think of many questions such as what size and status in the field. For instance if you are aiming to appeal to oversees buyers you will want to select international events. Also check how long the exhibition will run. Long running shows tend to be better choices for new exhibitors.
ii)The Organizer: Check whether this is a trade association, professional exhibition organizer or whoever. Check its reputation in the trade, how long it has been operating. Consider whether the organized exhibition meet your needs and goals of trade. Find out as much as you can about the plans, exhibition with particular emphasis on how it intents to attract exhibitors and promote the events to the desired audience.
iii)Venue: Several questions need to be posed and answered satisfactorily. Is it easily reached? You need to be sure that both exhibitors and visitors can get to the site conveniently and on time, so check its proximity to good roads, parking facilities and transport networks, whether buses, trains or plans. Is it large enough? Is it well structured for exhibitors?
iv)Booking space: Focusing on the first exhibition to be attended, space needs to be booked well in advance. This means selecting the right type of stand, choosing the correct position for the stand, studying the rules and regulations to ensure they are acceptable and returning the complete booking form with a deposit.
v)Drafting a timetable: A timetable needs to be drafted up and beyond the first show, with activities scheduled in relation to the stand, exhibits, staff, promotions and miscellaneous matters. With regard to stand. One has to pick a theme, select content, tackle presentation, compose a brief for a designer and so forth. Concerning the ‘exhibits” you shall need to carry out orders, prepare relevant, existing and new products for display; examine and test goods for faults, transporting products into the place and attending to the removal and return of the goods after the show. Turning to the staff various duties must be overseen. These will include; appointing a stand manager, selecting the right training, uniforms, booking accommodation, setting up a debriefing and so forth.
On promotional activities, you should compile a prospects list, arrange direct mail shots to customers, and submit an entry to the show catalogue, with accompanying advertisement. If relevant; write press statement/ releases and complete press kit for distribution. In addition, entertainment, advertisement campaigns order giveaways must be made at this stage.
Designing a stand
The next phase as a plan for exhibition involves designing a stand. Designing a successful exhibition stand incorporate three key steps that is ( i)Contemplating its appearance (ii)selecting its contents and (iii) Composing a brief for the designer and contractor. The stand must create the desired image of the firm, be attractive enough to draw visitors to it, provide a satisfactory sales and working environment and so on. In addition, the content of an exhibition stand could incorporate (a)products that can be displayed and sold effectively in an exhibition environment, Visual display items, such as photographs, diagrams and illustrations, audio-visual display, like slide shows, films or video presentations.
Maitland (1997:820 state that having thought carefully about the design of your stand and possessing numerous ideas which you would like to see, proceed to commission a designer. A contractor needs also to be employed to design and build the stand. A designer can be chosen by (i0 short listing three to six after contacting and talking to the appropriate trade body (ii) discussing the exhibitors background with the shortlisted designers and so forth. There is need to speak to the relevant trade association and other adversers to produce a shortlist. Again the contractor needs to put out to tenders. If the contractor is employed the relationship between the exhibitor and contractor should be specified in writing, well defined, clear and open.
It can be concluded that exhibition plan should answer the following questions; what type of exhibition, who’s who at exhibitions, thinking about yourself, recognize your market, setting a budget, choosing exhibitions, designing the stand and using specialist. A stand needs to be aesthetical booked and should complement corporate identity consolidation. Workers manning the stands need to be shifted so that they will be able to attend well the customers. A prospect list needs to be compiled and after the exhibition all visitors who visited the stand need to be contacted. Sale representative have to be assigned the visitors and to make a follow up. In the exhibition the must visit list to your stand must be compiled.
References
Belcher, M (1991) Exhibitons in Museums, Leicester University Press, Leicester.
Bittel B.B (1989) an introduction to Business. Third edition. US. Mc Graw-Hill
Dudley, J (1990) Successful exhibiting. Kogan page. London
Hall.M (1987) On Display. A design Grammer for Museum exhibitions. Lund Humphries. London.
Maitland. I (1997) How to Plan Exhibitions. Britain. Redwood.
Sardana CK (1995) The Challenges of Public Relations. India. Har-Anand
Nature and scope of exhibitions. Exhibition Plan
(By caven masuku) Teaching Assistant Lecturer at Midlands State University in the media Department September 2009
Maitland (1997:3) defines the term “exhibition” as:
“a direct face to face medium. Here one can meet past, present and prospective customers and talk, discuss products and services, ask and answer questions, negotiate, judge reactions and establish real human relationships with them. Leads may be generated, contact lists built up, orders taken and sales made. Staff other than sales representatives can greet customers to exchange views and get to know each other better…”
Sardana (1995:92) asserts that “exhibition is a miniature of an organization and as a medium combines all essentials of a good and credible communication….The stall displays the products, services and systems of the company through various means audio and visual-together with the presence of company officials for face to face communication with the visitors to the stall. The visitors can meets, talk, explain, and even complain about the organization or its products that is visitors can have first hand information thereby removing some of their misunderstandings, misgivings and wrong perceptions”
The term planning is defined by Bittel et al (1989:107) as follows:
“A process of systematically making decision about what will be done in the future and how it will be done. In summary the term “plan,” answers the following terms What, Where, When, How and Who”.
Maitland (1997:27) asserts that whether you are thinking of exhibiting at a consumer, trade or private show, you must begin your preparations by contemplating your firm, products, services and goals. However, it is important to be aware of your market and understanding the costs of exhibiting, such as self -assessment. Self-assessment will provide the exhibitor with the basic information required to decide which exhibitions to choose and how to exhibit at them.
1.Appraising your firm
Every would-be exhibitor should have a full and detailed knowledge of his or her business, being familiar with its organization and workings from top to bottom. There is need to understand your firm inside out before proceeding any further. Consider and note down your firms qualities. These might include an ideal location to supply goods to customers, always being fully stocked, and a prompt and friendly after-sales service. An exhibitor should be able to identify tha nature of exhibition, for instance is it
a)Consumer Shows
b)Trade exhibition or
c) Private events.
Relay on key staff to do everything, for example in severe financial restraints and inexperience may suggest that highly professional and costly consumer and trade events are inappropriate in this instance.
In appraising your firm the following items should be noted and consideration must be made. Here an exhibitor should consider and note the; type of firm, structure, policies, operations, department and employees and so forth. Such consideration will give appropriate logistic in the planning stage.
a)Products and services: Look at the types of goods and services that will be exhibited or discussed in the exhibition, their varieties, uses, packaging, prince, durability, guarantees and so fortrh. The exhibition through action checklist should weigh the advantages and disadvantages in participating in an exhibition of his choice.
b)Checking your goals: In addition, there is need to focus on the business benefit of exhibiting. For instance, there is need to look at the pros and cons on the business side. Again it should be clear as to whether a certain chosen exhibition will suffice the short term goals, medium term goals and long-term goals. Maitland (1997:32) state that: “prospective exhibitions need to check their goals, which involves:
a) Listing exactly what they want to achieve
b) Comparing and contrasting goals with the benefits and drawbacks of exhibiting, to see how suited they are.
2.Recognizing your market : Exhibitors must familiarize themselves with the market in which they operate. They must find out as much as possible about their current and prospective customers, rivals and the market place. Decide whether exhibitions really are right for their firm. Learn what your customers purchase, as well as why, where, when and how often. Find out what they think of your competitors and their goods and service. Understand your customer’s characteristics and habits piece them together with your contact. When dealing with the public rather than firms may suggest consumer rather than trade events, and vice versa. Discussions with customers should also generate details of specific shows that are worth attending and the type of products that ought to be shown there.
a) Judging your rivals:
Prospective exhibitors need to judge their rivals too, particularly in terms of
1)their organizations, operations, products, services-position and negative features.
2)Their attendance at exhibitions and the tactics employed at them
3)Their reasons for attending some events but not others
Possessing an overall awareness of your rivals and their exhibition activities-probably built up your dealings with them. Reading and talking about them to other businesses and people in the trade-ought to allow you to press on with your show plans and policies. For example, you may know from attending certain exhibitions that a key, well established competitor always exhibits at one particular trade events, but not another.
b)Studying the market place: There is need to be conscious of the main characteristics of your market, including its total size and turnover. In addition, the exhibitor must be aware of their representative associations and the ways in which they organize and run the industry. Prospective exhibitors need to contemplate the many and varied influences upon the market separating them out into political, economic, social, demographic, technological and other factors, as appropriate. Calculate how they might affect the marketplace, analyze whether they are good or bad influence. Make certain that you recognize any market trends, and whether the market is contracting, stagnating or expanding, know what is taking place around your organization business wise.
c)Conducting Research:
Potential exhibitors can conduct further research into their customers, rivals and the market place in a variety of ways. Research must be conducted as a greater assistance in choosing the nature and type of exhibition, designing your stand and so on. Potential exhibitors have to look at published materials such as surveys, reports and statistics about previous exhibition. In addition, there is need to talk to professionals, trade and other bodies about exhibition. Prospective exhibitors need to employ a specialist market research agency.
3. Setting a budget:
Having decided that “exhibitions” may be a relevant medium for your firm, you need to go on to identify and analyze all of the possible costs that can be involved with attending a show, deciding which one are likely to be incurred by you if you proceed. The you can move ahead to estimate your expenditure and conclude whether the outlay required is accepted to you.
a)Identify costs: Compile a full and complete list of prospective costs, without calculating which will be most significant to you and so on indirect costs especially the time and efforts associated with successful exhibiting ought to be noted. Potential exhibitor must start by writing stand-associated costs: stand design; space rental; stand construction, furniture such as desk and chairs, t5elephone installation, stand removals and so on. If decided that exhibitions are a relevant advertising medium in the circumstances, a budget need to be set which includes;
a) Identifying possible costs
b) Analyzing likely cost
c) Estimating actual expenditure and concluding whether the anticipated outlay is acceptable in this instance (Maitland 1997:45)
4. Choosing exhibitions
When planning for an exhibition, exhibitors should go on to shortlist the exhibitions, that they might attend, contacting organizers to learn more about these shows, making choices, booking space and drafting a timetable leading up to your first planned event
a)Short listing exhibitions
To begin with, you need to obtain a list of exhibitions for the coming year, or for a longer period, if possible. Having already concluded whether you should be exhibiting at either consumer and /or trade shows, read carefully through the list to pick out those events which could conceivably be of potential interest to you. Compare “possible” with the firms products, services and goals-and retaining or deleting them as appropriate. Study the remaining “possible” in relation to customers, competitors and the marketplace consequently whittling down to a shortlist of “probable’s”. For instance, in Zimbabwe it is important to decide whether to participate at ZITF, Gweru show, Harare show and so forth. Also think about whether your leading competitors will be there, and if this is a good or bad sign for you.
b) Contacting Organizers
Working through your shortlist, you must get in touch with the organizers of each of the events to ask for further information. Material sent to potential exhibitors depends upon whether the organizers is small or a large, professional or unprofessional: Sale brochure: is usually a glossy publication which hypes up the show as best as it can. For instance, in Zimbabwe we have the Midlands Gweru brochure, with all company names based in Gweru and the nature of business they are into and their physical addresses. Although it should be read with a jaundiced eye and a suspicious mind, it does contain some useful information. The “sales brochure” supply general details about the sponsor, organizer and its services, the venue, the purpose of the exhibition, show dates and opening hours. In addition, the numbers and types of exhibitors and visitors at earlier events and those who are expected on the following occasion are contained in the brochure. Information such as obtained from “sales brochure” enables prospective exhibitors to make a choice and to know who the competitors are.
Certificate of attendance forms
A certificate of attendance is issued to the “would-be exhibitors”. This certificate of attendance gives detailed and independently audited data about the attendance at the last show, which is both helpful and reliable. To get the certificate of attendance potential exhibitors register six months before the exhibition. The certificate analyses the attendance by different entrance fee level for example, full prices that is visitors who gained access to show via payments of the advertisements full price admission fees, Concessions that is visitors who gain access to show at a reduced rate to those advertised, bulk sales, complementary that is visitors who gain access to show free of change, exhibitors that is staff who man the stands and so forth.
“Floor plans “sets out the scale of the show, size and locations of the stands that are available plus information about the exhibitors who have already booked sites and their positions. Bookings forms, rules and regulation previous exhibition catalogues
c) Making Choices:
Choices need to be made by taking each shortlisted exhibition in sequence and studying;
i)The event itself; Here you can probably think of many questions such as what size and status in the field. For instance if you are aiming to appeal to oversees buyers you will want to select international events. Also check how long the exhibition will run. Long running shows tend to be better choices for new exhibitors.
ii)The Organizer: Check whether this is a trade association, professional exhibition organizer or whoever. Check its reputation in the trade, how long it has been operating. Consider whether the organized exhibition meet your needs and goals of trade. Find out as much as you can about the plans, exhibition with particular emphasis on how it intents to attract exhibitors and promote the events to the desired audience.
iii)Venue: Several questions need to be posed and answered satisfactorily. Is it easily reached? You need to be sure that both exhibitors and visitors can get to the site conveniently and on time, so check its proximity to good roads, parking facilities and transport networks, whether buses, trains or plans. Is it large enough? Is it well structured for exhibitors?
iv)Booking space: Focusing on the first exhibition to be attended, space needs to be booked well in advance. This means selecting the right type of stand, choosing the correct position for the stand, studying the rules and regulations to ensure they are acceptable and returning the complete booking form with a deposit.
v)Drafting a timetable: A timetable needs to be drafted up and beyond the first show, with activities scheduled in relation to the stand, exhibits, staff, promotions and miscellaneous matters. With regard to stand. One has to pick a theme, select content, tackle presentation, compose a brief for a designer and so forth. Concerning the ‘exhibits” you shall need to carry out orders, prepare relevant, existing and new products for display; examine and test goods for faults, transporting products into the place and attending to the removal and return of the goods after the show. Turning to the staff various duties must be overseen. These will include; appointing a stand manager, selecting the right training, uniforms, booking accommodation, setting up a debriefing and so forth.
On promotional activities, you should compile a prospects list, arrange direct mail shots to customers, and submit an entry to the show catalogue, with accompanying advertisement. If relevant; write press statement/ releases and complete press kit for distribution. In addition, entertainment, advertisement campaigns order giveaways must be made at this stage.
Designing a stand
The next phase as a plan for exhibition involves designing a stand. Designing a successful exhibition stand incorporate three key steps that is ( i)Contemplating its appearance (ii)selecting its contents and (iii) Composing a brief for the designer and contractor. The stand must create the desired image of the firm, be attractive enough to draw visitors to it, provide a satisfactory sales and working environment and so on. In addition, the content of an exhibition stand could incorporate (a)products that can be displayed and sold effectively in an exhibition environment, Visual display items, such as photographs, diagrams and illustrations, audio-visual display, like slide shows, films or video presentations.
Maitland (1997:820 state that having thought carefully about the design of your stand and possessing numerous ideas which you would like to see, proceed to commission a designer. A contractor needs also to be employed to design and build the stand. A designer can be chosen by (i0 short listing three to six after contacting and talking to the appropriate trade body (ii) discussing the exhibitors background with the shortlisted designers and so forth. There is need to speak to the relevant trade association and other adversers to produce a shortlist. Again the contractor needs to put out to tenders. If the contractor is employed the relationship between the exhibitor and contractor should be specified in writing, well defined, clear and open.
It can be concluded that exhibition plan should answer the following questions; what type of exhibition, who’s who at exhibitions, thinking about yourself, recognize your market, setting a budget, choosing exhibitions, designing the stand and using specialist. A stand needs to be aesthetical booked and should complement corporate identity consolidation. Workers manning the stands need to be shifted so that they will be able to attend well the customers. A prospect list needs to be compiled and after the exhibition all visitors who visited the stand need to be contacted. Sale representative have to be assigned the visitors and to make a follow up. In the exhibition the must visit list to your stand must be compiled.
References
Belcher, M (1991) Exhibitons in Museums, Leicester University Press, Leicester.
Bittel B.B (1989) an introduction to Business. Third edition. US. Mc Graw-Hill
Dudley, J (1990) Successful exhibiting. Kogan page. London
Hall.M (1987) On Display. A design Grammer for Museum exhibitions. Lund Humphries. London.
Maitland. I (1997) How to Plan Exhibitions. Britain. Redwood.
Sardana CK (1995) The Challenges of Public Relations. India. Har-Anand
Maitland (1997:3) defines the term “exhibition” as:
“a direct face to face medium. Here one can meet past, present and prospective customers and talk, discuss products and services, ask and answer questions, negotiate, judge reactions and establish real human relationships with them. Leads may be generated, contact lists built up, orders taken and sales made. Staff other than sales representatives can greet customers to exchange views and get to know each other better…”
Sardana (1995:92) asserts that “exhibition is a miniature of an organization and as a medium combines all essentials of a good and credible communication….The stall displays the products, services and systems of the company through various means audio and visual-together with the presence of company officials for face to face communication with the visitors to the stall. The visitors can meets, talk, explain, and even complain about the organization or its products that is visitors can have first hand information thereby removing some of their misunderstandings, misgivings and wrong perceptions”
The term planning is defined by Bittel et al (1989:107) as follows:
“A process of systematically making decision about what will be done in the future and how it will be done. In summary the term “plan,” answers the following terms What, Where, When, How and Who”.
Maitland (1997:27) asserts that whether you are thinking of exhibiting at a consumer, trade or private show, you must begin your preparations by contemplating your firm, products, services and goals. However, it is important to be aware of your market and understanding the costs of exhibiting, such as self -assessment. Self-assessment will provide the exhibitor with the basic information required to decide which exhibitions to choose and how to exhibit at them.
1.Appraising your firm
Every would-be exhibitor should have a full and detailed knowledge of his or her business, being familiar with its organization and workings from top to bottom. There is need to understand your firm inside out before proceeding any further. Consider and note down your firms qualities. These might include an ideal location to supply goods to customers, always being fully stocked, and a prompt and friendly after-sales service. An exhibitor should be able to identify tha nature of exhibition, for instance is it
a)Consumer Shows
b)Trade exhibition or
c) Private events.
Relay on key staff to do everything, for example in severe financial restraints and inexperience may suggest that highly professional and costly consumer and trade events are inappropriate in this instance.
In appraising your firm the following items should be noted and consideration must be made. Here an exhibitor should consider and note the; type of firm, structure, policies, operations, department and employees and so forth. Such consideration will give appropriate logistic in the planning stage.
a)Products and services: Look at the types of goods and services that will be exhibited or discussed in the exhibition, their varieties, uses, packaging, prince, durability, guarantees and so fortrh. The exhibition through action checklist should weigh the advantages and disadvantages in participating in an exhibition of his choice.
b)Checking your goals: In addition, there is need to focus on the business benefit of exhibiting. For instance, there is need to look at the pros and cons on the business side. Again it should be clear as to whether a certain chosen exhibition will suffice the short term goals, medium term goals and long-term goals. Maitland (1997:32) state that: “prospective exhibitions need to check their goals, which involves:
a) Listing exactly what they want to achieve
b) Comparing and contrasting goals with the benefits and drawbacks of exhibiting, to see how suited they are.
2.Recognizing your market : Exhibitors must familiarize themselves with the market in which they operate. They must find out as much as possible about their current and prospective customers, rivals and the market place. Decide whether exhibitions really are right for their firm. Learn what your customers purchase, as well as why, where, when and how often. Find out what they think of your competitors and their goods and service. Understand your customer’s characteristics and habits piece them together with your contact. When dealing with the public rather than firms may suggest consumer rather than trade events, and vice versa. Discussions with customers should also generate details of specific shows that are worth attending and the type of products that ought to be shown there.
a) Judging your rivals:
Prospective exhibitors need to judge their rivals too, particularly in terms of
1)their organizations, operations, products, services-position and negative features.
2)Their attendance at exhibitions and the tactics employed at them
3)Their reasons for attending some events but not others
Possessing an overall awareness of your rivals and their exhibition activities-probably built up your dealings with them. Reading and talking about them to other businesses and people in the trade-ought to allow you to press on with your show plans and policies. For example, you may know from attending certain exhibitions that a key, well established competitor always exhibits at one particular trade events, but not another.
b)Studying the market place: There is need to be conscious of the main characteristics of your market, including its total size and turnover. In addition, the exhibitor must be aware of their representative associations and the ways in which they organize and run the industry. Prospective exhibitors need to contemplate the many and varied influences upon the market separating them out into political, economic, social, demographic, technological and other factors, as appropriate. Calculate how they might affect the marketplace, analyze whether they are good or bad influence. Make certain that you recognize any market trends, and whether the market is contracting, stagnating or expanding, know what is taking place around your organization business wise.
c)Conducting Research:
Potential exhibitors can conduct further research into their customers, rivals and the market place in a variety of ways. Research must be conducted as a greater assistance in choosing the nature and type of exhibition, designing your stand and so on. Potential exhibitors have to look at published materials such as surveys, reports and statistics about previous exhibition. In addition, there is need to talk to professionals, trade and other bodies about exhibition. Prospective exhibitors need to employ a specialist market research agency.
3. Setting a budget:
Having decided that “exhibitions” may be a relevant medium for your firm, you need to go on to identify and analyze all of the possible costs that can be involved with attending a show, deciding which one are likely to be incurred by you if you proceed. The you can move ahead to estimate your expenditure and conclude whether the outlay required is accepted to you.
a)Identify costs: Compile a full and complete list of prospective costs, without calculating which will be most significant to you and so on indirect costs especially the time and efforts associated with successful exhibiting ought to be noted. Potential exhibitor must start by writing stand-associated costs: stand design; space rental; stand construction, furniture such as desk and chairs, t5elephone installation, stand removals and so on. If decided that exhibitions are a relevant advertising medium in the circumstances, a budget need to be set which includes;
a) Identifying possible costs
b) Analyzing likely cost
c) Estimating actual expenditure and concluding whether the anticipated outlay is acceptable in this instance (Maitland 1997:45)
4. Choosing exhibitions
When planning for an exhibition, exhibitors should go on to shortlist the exhibitions, that they might attend, contacting organizers to learn more about these shows, making choices, booking space and drafting a timetable leading up to your first planned event
a)Short listing exhibitions
To begin with, you need to obtain a list of exhibitions for the coming year, or for a longer period, if possible. Having already concluded whether you should be exhibiting at either consumer and /or trade shows, read carefully through the list to pick out those events which could conceivably be of potential interest to you. Compare “possible” with the firms products, services and goals-and retaining or deleting them as appropriate. Study the remaining “possible” in relation to customers, competitors and the marketplace consequently whittling down to a shortlist of “probable’s”. For instance, in Zimbabwe it is important to decide whether to participate at ZITF, Gweru show, Harare show and so forth. Also think about whether your leading competitors will be there, and if this is a good or bad sign for you.
b) Contacting Organizers
Working through your shortlist, you must get in touch with the organizers of each of the events to ask for further information. Material sent to potential exhibitors depends upon whether the organizers is small or a large, professional or unprofessional: Sale brochure: is usually a glossy publication which hypes up the show as best as it can. For instance, in Zimbabwe we have the Midlands Gweru brochure, with all company names based in Gweru and the nature of business they are into and their physical addresses. Although it should be read with a jaundiced eye and a suspicious mind, it does contain some useful information. The “sales brochure” supply general details about the sponsor, organizer and its services, the venue, the purpose of the exhibition, show dates and opening hours. In addition, the numbers and types of exhibitors and visitors at earlier events and those who are expected on the following occasion are contained in the brochure. Information such as obtained from “sales brochure” enables prospective exhibitors to make a choice and to know who the competitors are.
Certificate of attendance forms
A certificate of attendance is issued to the “would-be exhibitors”. This certificate of attendance gives detailed and independently audited data about the attendance at the last show, which is both helpful and reliable. To get the certificate of attendance potential exhibitors register six months before the exhibition. The certificate analyses the attendance by different entrance fee level for example, full prices that is visitors who gained access to show via payments of the advertisements full price admission fees, Concessions that is visitors who gain access to show at a reduced rate to those advertised, bulk sales, complementary that is visitors who gain access to show free of change, exhibitors that is staff who man the stands and so forth.
“Floor plans “sets out the scale of the show, size and locations of the stands that are available plus information about the exhibitors who have already booked sites and their positions. Bookings forms, rules and regulation previous exhibition catalogues
c) Making Choices:
Choices need to be made by taking each shortlisted exhibition in sequence and studying;
i)The event itself; Here you can probably think of many questions such as what size and status in the field. For instance if you are aiming to appeal to oversees buyers you will want to select international events. Also check how long the exhibition will run. Long running shows tend to be better choices for new exhibitors.
ii)The Organizer: Check whether this is a trade association, professional exhibition organizer or whoever. Check its reputation in the trade, how long it has been operating. Consider whether the organized exhibition meet your needs and goals of trade. Find out as much as you can about the plans, exhibition with particular emphasis on how it intents to attract exhibitors and promote the events to the desired audience.
iii)Venue: Several questions need to be posed and answered satisfactorily. Is it easily reached? You need to be sure that both exhibitors and visitors can get to the site conveniently and on time, so check its proximity to good roads, parking facilities and transport networks, whether buses, trains or plans. Is it large enough? Is it well structured for exhibitors?
iv)Booking space: Focusing on the first exhibition to be attended, space needs to be booked well in advance. This means selecting the right type of stand, choosing the correct position for the stand, studying the rules and regulations to ensure they are acceptable and returning the complete booking form with a deposit.
v)Drafting a timetable: A timetable needs to be drafted up and beyond the first show, with activities scheduled in relation to the stand, exhibits, staff, promotions and miscellaneous matters. With regard to stand. One has to pick a theme, select content, tackle presentation, compose a brief for a designer and so forth. Concerning the ‘exhibits” you shall need to carry out orders, prepare relevant, existing and new products for display; examine and test goods for faults, transporting products into the place and attending to the removal and return of the goods after the show. Turning to the staff various duties must be overseen. These will include; appointing a stand manager, selecting the right training, uniforms, booking accommodation, setting up a debriefing and so forth.
On promotional activities, you should compile a prospects list, arrange direct mail shots to customers, and submit an entry to the show catalogue, with accompanying advertisement. If relevant; write press statement/ releases and complete press kit for distribution. In addition, entertainment, advertisement campaigns order giveaways must be made at this stage.
Designing a stand
The next phase as a plan for exhibition involves designing a stand. Designing a successful exhibition stand incorporate three key steps that is ( i)Contemplating its appearance (ii)selecting its contents and (iii) Composing a brief for the designer and contractor. The stand must create the desired image of the firm, be attractive enough to draw visitors to it, provide a satisfactory sales and working environment and so on. In addition, the content of an exhibition stand could incorporate (a)products that can be displayed and sold effectively in an exhibition environment, Visual display items, such as photographs, diagrams and illustrations, audio-visual display, like slide shows, films or video presentations.
Maitland (1997:820 state that having thought carefully about the design of your stand and possessing numerous ideas which you would like to see, proceed to commission a designer. A contractor needs also to be employed to design and build the stand. A designer can be chosen by (i0 short listing three to six after contacting and talking to the appropriate trade body (ii) discussing the exhibitors background with the shortlisted designers and so forth. There is need to speak to the relevant trade association and other adversers to produce a shortlist. Again the contractor needs to put out to tenders. If the contractor is employed the relationship between the exhibitor and contractor should be specified in writing, well defined, clear and open.
It can be concluded that exhibition plan should answer the following questions; what type of exhibition, who’s who at exhibitions, thinking about yourself, recognize your market, setting a budget, choosing exhibitions, designing the stand and using specialist. A stand needs to be aesthetical booked and should complement corporate identity consolidation. Workers manning the stands need to be shifted so that they will be able to attend well the customers. A prospect list needs to be compiled and after the exhibition all visitors who visited the stand need to be contacted. Sale representative have to be assigned the visitors and to make a follow up. In the exhibition the must visit list to your stand must be compiled.
References
Belcher, M (1991) Exhibitons in Museums, Leicester University Press, Leicester.
Bittel B.B (1989) an introduction to Business. Third edition. US. Mc Graw-Hill
Dudley, J (1990) Successful exhibiting. Kogan page. London
Hall.M (1987) On Display. A design Grammer for Museum exhibitions. Lund Humphries. London.
Maitland. I (1997) How to Plan Exhibitions. Britain. Redwood.
Sardana CK (1995) The Challenges of Public Relations. India. Har-Anand
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