Tourism Trade Exhibition: Planning, Target Audience, Vendors and Budget

The report has focused on trade exhibition event that was planned to take place in Melbourne's convections and exhibition center. The main aim of planning the event was to create awareness and promote different cultural activities in tourism sector. The alternatives planned events site was Sydney convectional exhibition center located at Sydney city and Brisbane convention and exhibition center locate at the city of Brisbane.

MANAGING PEOPLE AND ORGANISATION 1
Name
Student ID
MGT 600
Institutional Affiliation

MANAGING PEOPLE AND ORGANISATION 2
Abstract
The report has focused on trade exhibition event that was planned to take place in
Melbourne's convections and exhibition center. The main aim of planning the event was to create
awareness and promote different cultural activities in tourism sector. The alternatives planned
events site was Sydney convectional exhibition center located at Sydney city and Brisbane
convention and exhibition center locate at the city of Brisbane. The Melbourne's convections and
exhibition center was chosen because of several factors such as successfulness of past events,
cool climate, gooed economy, high population, good infrastructure such as networks and
transport and above all the city has highest number of tourists destinations and cultural centres.
The target audiences of the event were grouped into segments of geographic, psychographic and
demographics. The main targets of the event were companies doing business of promoting
cultural products, businesspersons, middle and income individuals. To make the event
successfully, different vendors and suppliers provided the event with necessaries such as
materials and other operational resources. The vendors, suppliers and staff were comparative
providing high quality of services to the participants. The estimated budget for the event was
estimated to be $2300. The budget ran the event effectively. The timeline of the event started 6
months before with planning and collection of materials taking 6 months, Generally, the all
process of event planning took almost six months. The report ended by concluding that event
was successful although a few unusual challenges were experienced.

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Table of Contents
Abstract..........................................................................................................................................2
Introduction and Event description.............................................................................................2
Target audience..............................................................................................................................5
Target audiences for tourism trade exhibition event.................................................................6
Vendors and supply.......................................................................................................................7
Tourism Trade Exhibition Budget...............................................................................................8
Timeline..........................................................................................................................................9
Proposed revenue for the............................................................................................................14
Conclusion....................................................................................................................................14

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Introduction
Events play key roles in human society. Torkildsen (2012) define an event as planned
performances and acts that gathers people at a specific place at a given time. Events are
important to function for the community as they provide the community with the opportunity of
asserting their identities and sharing of celebrations and rituals with others. Furthermore, events
are classified according to their type and size. Events that are classified by size include mega-
events, hall marker events and major events. Other events are classified by type like business
events, cultural events, sport etc. Furthermore, events can be classified according to the industry
they are governed like tourism, hospitality, medical, technology and mining. Therefore, the
report seeks to focus on tourism trade exhibition that is aimed at promoting and creating
awareness of cultural products to both domestic and foreign visitors in Australia.
Event description
According to Rittichainuwat & Mair (2012), a trade exhibition is an organized event that
makes companies in a certain industry to come together and demonstrate their latest services and
products, examine latest marketing trends and opportunities, study activities of rivals and meet
with customers and business partners. The tourism trade exhibition plays a significant role in
marketing and business networking. Furthermore, the event seeks to revive the fashions and
cultural products that are declining in the market as the world is evolving every day. Through the
tourism trade exhibition, people will meet with different companies at their own level in the
supply chain as well as potential buyers and potential suppliers. Furthermore, there will be a
central tourism trade show with booths that are designed for people and companies that are
interested to exhibit their services and goods. At the entrance, people will be awarded
refreshments like chewing gums and sodas that will keep them motivated to stay at the event for
long hours. Throughout the day, other events or activities apart from the trade exhibition will
take place. There will be seminars for continuing education on matters that are relevant to the
tourism sector. The seminar will address best practices like regulations, opportunities, trends and
challenges that are affecting different companies and customers in the promotions of cultural
activities. Furthermore, in the event, there will be some sharing of cultural meals with other
social events in the evenings and keynote speakers. The booths will host different companies and
their customers with a range from elaborated construction and simple tables.

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The tourism trade exhibition will frequently involve considerable money and time
investments for all participating companies, people and other concern parties. The event
planning will involve arranging of resources to follow up on the opportunities created during the
tourism trade exhibition and arrangement of the meeting with some participants beforehand.
Different costs will be incurred during the event. The cost will include construction of trade
show displays and booth designs, cost of promoting literature and items to give the participants,
accommodations, telecommunications and space rental. Other additional costs also from the
event will include the cost of internet services, electrical costs, booth cleaning, as some cleaners
will be hired and material handling costs commonly known as drayage. The domestic spending
on logistics will lead the Melbourne city to promote the tourism trade show as a way of domestic
economic development and provision of opportunities for local business to expand, develop, and
attract new business to venture into the market.
The event is designed to take place in Melbourne city of Australia. The main site for the
event will be at Melbourne’s conventions and exhibition Centre that is located on banks of Yarra
River. The place is strategically positioned within the central business unit (CBD) which
provides a solid background for the majority of the target audiences to participate. Melbourne’s
conventions and exhibition Centre is known for offering purpose-designed facilities that cater for
trade fairs, exhibitions, conventions, conferences, special events, and galas. Furthermore, the city
has oldest and cultural destinations including the national gallery of Victoria, Melbourne cricket
town and Royal Exhibition Building. Other similar major events like musicals, comedy, art,
architecture, drama and festivals have received a high number of participants and also a great
financial support from the government, well-wishers and sponsors. The city also has well-
equipped transports and networks facilities with an integrated public transport system that is
based on the extensive tram, bus, and train and taxi system. Furthermore, the city has four
airports including passage airlines jester airways. Bicycle sharing system also exists in the city
for traveling over short distances. Therefore, all these accessible and affordable transportation
systems and modes significantly boost the likelihood of a high number of an event participant.
Many targeted and non-targeted audience that has information about the event will likely attend
the event. Furthermore, the free entrance will open opportunities from all classes of people and

MANAGING PEOPLE AND ORGANISATION 6
business people to attend the event. According to King & Toffel (2009). “When there are no
entrance costs many potential and non-potential buyers are likely to participate in the event”.
Other alternative places where the event can be hosted include in the Sydney and
Brisbane cities. In Sydney, the event can be held at an international conventional Centre in
Sydney ’s. Other trade exhibitions and shows such as Reed Gift Fairs which is an Australian
leading gift trade show, has been successful and experienced a high number of attendance. In
Brisbane, the event can also be held at Brisbane Convention & Exhibition Centre (BCEC). The
Centre has a spacious exhibition hall that allows for the easy flow of many events participants
although the population of the city is a bit low as compared to Melbourne and Sydney.
Therefore, despite the place being ideal for the event to take place, it can result in low turnouts as
it has a low target audience.
Target audience
According to Fayyad et al., (2010) a target audience is a specific group of customers
within the determined market who are targeted by a particular message or audiences. The target
audiences of the trade exhibition target’s audience are segmented into three segments of
demographic segmentation, geographic segmentation and psychographic segmentation.
According to Nie & Zepeda (2011), demographic segmentation involves dividing the audiences
according to religion, gender, race, income, education, ethnicity, and family size. The
segmentation is divided into diverse markets in order to allow the event to target its audiences
more accurately. Furthermore, this type of segmentation poses a benefit of helping event to
classify customers in accordance with their needs. In trade exhibition event the targeted audience
from this audience will include politicians who are potential buyers to the cultural products,
international visitors who are likely to go back to their home countries with something new to
show. Both domestic and foreign tourists who are willing to promote the industry and newly
married couples who like to explore new cultures are also targeted audience of the event.
In terms of geographical segmentation, the event audiences are segmented in accordance
with their location. According to Tkaczynski, Rundle-Thiele & Beaumont, (2009), geographic
segmentation involves diving the audiences in groups of consumers in a particular area that have
specific need of services and products. The target audiences in the trade exhibition show are

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people who reside in the big cities especially Sydney and Melbourne where there is a high
number of tourists’ destinations. Furthermore, also these regions have a high population that has
a common interest in the trade exhibition event and have shown well in past events. According to
Christensen, Doblhammer, Rau & Vaupel (2009) the high the number of the population, the high
chances of participation. Therefore, the event is suitable to be carried out in Melbourne city.
In terms of psychographic segmentation, the tourism trade exhibition targets an audience
with different social-economic classes, lifestyles preferences and personality. The social
economic-classes ranges the target audiences from unskilled and uneducated people at the
bottom to highly educated and affluent at the top. Therefore the main target audience for the
tourism trade exhibition are people from upper middle class who are professionals, higher
managerial and administrative, middle-class level who are in occupation of intermediate
managerial, professional or administrative. The tourism trade exhibition also targets lower
middle class who are in occupation of clerical, junior managerial and supervisory. Skilled
working class and working class in occupation of skilled manual workers are also targeted.
Target audiences for tourism trade exhibition event
target segmentation descriptions Target audiences
Geographic Measurable statistics: age,
gender, marital status, religion,
race and education levels.
New couples
Domestic and international Tourists,
International visitors and students and
investors
Demographic Locations: cities, towns, area
code, region, country
Domestic and foreign students, politicians
and businessperson working near the cities.
psychographic Social status: working class,
middle class, upper class and
working class.
Lifestyles: beliefs, interests,
values
Corporate employees
People who prefer urban areas than rural
areas or suburban’s lifestyles

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Vendors and supply
According to a Muchengeti, K. L. (2017) a vendor is a person who sells a product to the
customer while supplier is a person who provides goods to the consumer or provides services to
vendors. The event engages different vendors and suppliers including communication
consultants, destination management company (DMC), stationary designers, promotional
products distributors, photographers, caterers, chocolatiers, florist, conventions and visitors
bureaus and rental suppliers.
A destination management company (DMC) it will create and maintain a good
relationship with hospitability industry and local venues to make sure the venues are well
secured for the event. Furthermore, the destination management company assist the event in
planning and executing all evening and offsite activities as their extensive local knowledge and
relationships cover all event-planning aspects.
Communications consultants will be contacted to supply communication materials like
invitations, exhibition materials and agendas, newsletters, brochures, public service
announcements and all types of advertisements required during the event. According to Law, R.,
Buhalis & Cobanoglu (2014) during the event, a tremendous information must be communicated
to guests and clients and therefore communication consultants will assist the tourism trade
exhibition in the creation of template materials that have appropriate etiquette and an effective
format for each type of communication tool. Furthermore, by event planners working with
graphic designers and writers will make sure the materials are incorporated with event themes,
client brand standards and messaging. In addition, graphic designers can help the planners in the
actual printing and production of the materials.
Stationery Designer will assist in print and wordsmith the materials of the event. Most of
the material can be supplied and printed by the stationery designer using an inkjet printer that is a
cost saving. In addition, the stationary designer supplies the organization with more traditional
and classic invitations and stationery hence making more options on the inventories.
A private caterer will also be engaged in the event. According to Baggott (2011), some
events do not take place at a restaurant where catering services are provided. The tourism trade

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exhibition considers for catering services to be ordered and delivered at the site. The private
caterer will supply the event with a range of the menu that appeals to the ethnic or general dining
experience. Furthermore, the private caterer offers incredible options for dinner and or breaks,
lunch and breakfast.
Tourism Trade Exhibition Budget
Expenses Estimation costs
venues Costs
Room / hall rental $ 200
Equipment rental (loud speakers, microphone,
music equipment’s, cameras videos etc.
$200
Furniture’s rentals (chairs and tables) $100
Signage $100
Decorations $100
Program
Presenter/ performer accommodation
expenses
$100
Performers expenses $200
Presenters expenses $200
Performer/ presenter traveling expenses $200
Refreshments
Drinks $100
foods $100
Other types of refreshments like chewing
gums, sodas etc.
$100
miscellaneous
Stationeries (books, pens and notebooks) $100
Printed programs and agendas $100
Tags, names and badges $100

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Swags like key chains and stickers $100
promotions
Gifts and special offers $100
Paid advertising $100
Grand totals of estimated Expenses $ 2300
Timeline
Tourism trade exhibition timeline for 4-6 months activities before the event
Item Target Date Completion Date
Creation of Event Plan
Name: Tourism trade exhibition
event
Goals: Ensuring the event is
successful
Opportunity: Connection to Plan
of Work
Weakness: Financial Limitations
23/5/018 26/5/2018
Creation of a Budget and this
consider the estimated budget to
fit the event.
10/6/2018 20/6/2018
Selection and booking of Venue
 RFP(request for proposal)
 Contract negotiation
 Signed Contract
25/6/2018
31/6/2018
Booking of some equipment’s
like Speakers
5/7/2018 5/7/2018

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Speakers and PSC (Link)
Creating Preliminary Agenda of
Event
10/7/2018 10/7/2018
Creation of Sponsor Packages
and the system that tracks
sponsorship
20/8/2018 20/8/2018
Sending of Potential Sponsors
Materials
22/8/2018 31/8/2018
The orientation of the
Melbourne’s conventional and
Exhibition Centre
25/8/2018 31/8/2018
2-4 months before tourism trade and exhibition
Item Target Date Completion Date
Creation of relevant promotional
materials
1/9/2018 5/9/2018
Building and Opening
Registration System for the
companies and individual who
willing to participate in the event
5/9/2018 10/9/2018
Sending of Promotional
materials to potential
participants
11/9/2018 11/9/2018
Contacting caterers to select
menus
11/9/2018 11/9/2018
Determination of Audio/video
requirements and arranging
with vendors and suppliers to
make sure they are readily
12/9/2018 12/9/2018

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available.
Determining the Setup
requirements (include an
arrangement of how chairs and
tables will be, facilitation
material needed like access to
internet, power etc.
13/9/2018 14/9/2018
1-2 months before the Tourism exhibition event
Item Target Date Completion Date
Double Checking of whether all
contracts are signed
15/9/2018 15/8/2018
Reviewing of Speakers
assignments and Needs (making
sure an assigned person to host
presenters or speakers are
available)
16/9/2018 16/9/2018
Reviewing of setups and Menus
and setups
17/9/2018 17/9/2018
Monitoring and managing
registration list
18/9/2018 18/9/2018
Assembling of Materials like :
 Folders (if needed)
 Educational Materials
 Invoices/paid receipts
 Creation of the nametags
 Agendas
20/9/2018 22/9/2018

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 Other materials that are
necessary for the event.
Conducting the final run
through of the facility
 Checking of the best layout
for meals
 Checking whether electrical
outlets are enough
 Letting facility knowing
who Speakers and
presenters or performers
are if appropriate
 Confirming Guest List
22/9/2018 25/9/2018
10 to 15 Days Before the tourism Trade Exhibition Event
Item Target Date Completion Date
Creating a Checklist of what
needed to be packed for the event
25/9/2018 1/10/2018
Creating Supply Box:
 Memory stick
 Pens
 Pins
 Thumb Tacks
 Receipt books
 Sticky notes
 Tape
 Scissors
 Sharpie Markers
5/10/2018 15/10/2018

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 Stapler, staples
 Paper
 Batteries
 Anything else needed
Creating a hot list of crucial
phone numbers
17/10/2018 20/10/2018
Creating signage for the event 23/10/2018 25/10/2018
3 Days Before Event
Item Target Date Completion Date
Creating Master Notebook
 Running of Registration
List
 Copying of all the relevant
materials
 Checking list
 Copying of All the
Contracts needed during
the event
25/10/2018 25/10/2018
Making of Name Tags (putting
with folders)
25/10/2018 25/10/2018
Making of stickers for tops of
folders with name and other
relevant information of
participants
25/10/2018 25/10/2018
Turning in the facility Guarantee 25/10/2018 25/10/2018
Getting extra Cash and
resources to make a change if
needed
26/10/2018 26/10/2018
Reconfirming with speakers 26/10/2018 26/10/2018

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Sending Participant names to
speakers (if speakers needed )
26/10/2018 26/10/2018
Preparing of instructions for the
staff to work adhere to them the
event
26/10/2018 26/10/2018
Getting presentations from the
speakers if possible, (the
presentation will be preloaded,
in order to the laptop in a timely
manner).
26/10/2018 26/10/2018
1 Day Before the tourism trade exhibition Event
Item Target Date Completion Date
Packing of all materials 28/10/2018 28/10/2018
Packing of extra badges, packets,
names, etc.
28/10/2018 28/10/2018
Double checking to do list for
ensuring that everything pre-
event is complete
28/10/2018 28/10/2018
Walking through the event in the
head thinking about challenges
and solutions of arising concerns
(preparation of a list of
incidences that might arise and
their solution).
28/10/2018 28/10/2018
Preloading of any necessary
presentations on the computer.
28/10/2018 28/10/2018
Days of Tourism exhibition event
Item Target Date Completion Date

MANAGING PEOPLE AND ORGANISATION 16
Unloading of all the items and
Checking in with the facilitators.
(Asking for business cards or
contact numbers from
facilitators is necessary on this
day)
30/10/2018 30/10/2018
Getting off the master notebook
and following the checklist to
ensure everything is right
30/10/2018 30/10/2018
Setting up registration area for
companies and individuals
participating in the event
30/10/2018 30/10/2018
Setting up the presentation
rooms
30/10/2018 30/10/2018
Welcoming of guests and handle
registrations (Answering of
questions as needed)
30/10/2018 30/10/2018
Helping speakers or presenters
to get set and comfortable with
the room.
30/10/2018 30/10/2018
Ensuring that all necessary
Audio/video equipment is in
place and functioning correctly.
30/10/2018 30/10/2018
After the Event
Item Target Date Completion Date
Follow up with any Balance Dues 5/11/2018 15/8/2018
Sending out evaluation 7/11/2018 8/11/2018
Writing thank you letters to
speakers and others relevant
8/11/2018 8/11/2018

MANAGING PEOPLE AND ORGANISATION 17
individuals
Finishing Budget with actuals 10/11/2018 10/11/2018
Synthesizing the evaluations 12/11/2018 12/11/2018
Write the event Report 13/10/2018 13/10/208
Adding the checklist anything
that has been missed for next
year to make sure it is there
13/10/2018 13/10/2018
Proposed revenue for the actual event
The proposed revenue for the event is $3000. The revenues include both direct costs and indirect
cost that occurred in the event.
Conclusion
Tourism trade exhibitions event was successful with the effective budget estimations fitting the
suitable expenditures of the day. The good planning and coordination from the staff was a key
consideration that facilitated to effective operations. Proper segmentation of the target audiences
and effective promotion skills raised the number of attendances significantly and the message
reached those the potential targets.
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