HM607: Conference & Exhibition Management in London - Detailed Report

This report provides an overview of the conference and exhibition sector in London, UK, evaluating its key purposes, specific venues, and resources used. It discusses the importance of conferences and exhibitions as marketing tools, highlighting the advantages such as brand awareness and direct customer interaction, while also acknowledging disadvantages like high costs. The report identifies various venues suitable for events in London, including parks, hotels, and auditoriums, and evaluates essential resources like financial backing, human resources, business cards, and well-designed booths. Recommendations for future events include hybrid formats and redesigned event layouts to accommodate social distancing. The analysis concludes that conferences and exhibitions are effective tools for companies to engage with their target audience, driving profits and sales. The report references several academic journals and books to support its findings.

Conference and
Exhibition
Management

Table of Contents
Introduction......................................................................................................................................3
1) Explain the exhibitions and conferences sector in the context of your chosen destination3
2) Evaluate key purpose of conference and exhibitions sector at respective location. Provide
critical analysis of conferences and exhibitions.....................................................................4
3) Identification and evaluation of the specific venues used by exhibitions and conferences at
the selected location...............................................................................................................5
4) Evaluate the resources used by the Exhibitions and conferences at the selected locations.5
5) Make recommendations for further resources that could be used at future events............6
Conclusion.......................................................................................................................................7
References........................................................................................................................................7
Books & Journals...................................................................................................................7

Introduction
Meetings, exhibitions, conferences and incentives are regarded as the type of tourism
where large groups that are planned in advance are to be bought together. There is a shift in
industry trend that is is leading to meetings industry to avoid the confusion (Al-Sultany and
Abbood, 2019). There are different components of exhibitions and events that are associated
with analysing the scope of progression and events. It is very important for the purpose of
economic development that has become pre occupation of the local government in different
locations and destination. In the present report the select location is London is the capital and
largest city of England in UK. It is standing on river Thames and is major settlement for two
millennia. It is one of the popular global cities that experts strong impact of commerce,
entertainment, finance, fashion, media, tourism & communications. There is presence of diverse
culture part from this that si promoting avriosu global events.
1) Explain the exhibitions and conferences sector in the context of your chosen destination
Conferences & exhibitions tourism is regarded as the part of business tourism that is one
aspect of the industry that is receiving the required attention. It is mainly because of the way
conferences or exhibition delegates more that a typical tourists. In London there are many
locations and organisations that are working towards development of exhibition business and
conferences. In parts this industry was dominated by resorts bit now university, hotel and major
cities have entered the trade (Rydstedt and Lachowsky, 2020). There is presence of over
provision of intense competition and facilities for business that is leading to changing pattern of
this industry.
The exhibitions and conferences are designed for the purpose of large corporate groups
that is matily focused toward sharing of knowledge. It may also include general public and guest
speakers depending on the requirement and nature of a particular event.
Exhibitions in London are the major trade shows where organisation is willing to
promote their key services and products in public (Wong, Capel and Malbrain, 2019). The hyper
focussed events are helping employees to build up lasting professional relationships. In context
of government and organisation revenue sources it can be said that such events and exhibitions
are a great tool for the purpose of boosting the overall revenue and further securing of extra

booking. In case of hospitality sector also it is a perfect opportunity. This sector is mainly aimed
at creation of jobs for the purpose of innovative meeting planners & professional conferences
that is adding some new dimension to the present services infrastructure. In London, this sector
is working towards building of community profile, attracting of global expertise and further
promotion of better cooperation's and global understanding (Henderson, 2019). There is
promotion of the local culture across different pats of the world that leads to “high end” of visitor
spending. Further there is promotion and support that is offered to other business as well as
industry sectors. There is presence of high amount of competition that leading to Support
towards MICE sector which has major four pillars that includes exhibitions, conferences,
incentives and meetings.
2) Evaluate key purpose of conference and exhibitions sector at respective location. Provide
critical analysis of conferences and exhibitions.
Conferences and exhibitions are considered as very important tool for the business organization
as are highly powerful marketing tool. They help in providing information about the products
and services to a different and a larger audiences in a effective manner. Considering London as
the prime location for the purpose of conducting conferences and exhibitions, it os a highly
vibrant and multi cultural city where the business organizations have high chances of meeting a
larger group of audience in order to engage them with the brand (Al-Arfaj, Amanullah and
Mohammed, 2018). The feature of this city having green and lush park spaces and having a
culture along with the heritage delights are highly attractive. The various advantages and
disadvantages of exhibitions and conferences are mentioned below:
Advantages:
 Brand Awareness: It is highly beneficial for a business organization to conduct
exhibitions and conferences to raise the profile of the brand. This majorly contributes in
popularizing the brands.
 Direct interaction with customers: These kind of events like conferences and
exhibitions helps in increasing the customer engagement directly. The company can
understand the needs and wants of the customers directly which will ultimately help the
company to make certain business decisions effectively.

 Standing out of the competition: When the company will interact directly with the
customers, they make its place in the competitive markets considerably and can give
tough competition to the existing players in the market.
 Launch of new products: It is highly common for the big brands to conducts exhibitions
in order to launch its new products or service in the market. This will help the company
to grab the attention of the customers towards the products and service along with the
feedback through their reactions.
Disadvantages:
 High costs: This method of reaching out to the target market is considered as highly
expensive and it incurs the amount of cost which may affect the profitability directly.
 Inefficiency in delivery of information: It may happen that even when everything
seems right, the information delivered during the event to the customer may have
gone wrong. The element of inefficiency makes it hard for the company to make its
target customer understand the concept behind the purpose of conducting exhibition
and conference.
3) Identification and evaluation of the specific venues used by exhibitions and conferences at the
selected location.
Exhibitions and conferences are organized by the companies majorly for the purpose of
promoting the brand or increasing the brand awareness. In context to London, there are different
venues that can be chosen for the concerned purposes such as auditoriums, parks, lawns,
banquets, restaurants, resorts, hotels etc. all these locations can be considered as the prime
locations where a business organization can organize the events (Al-Yaseri and et. al., 2021).
Majorly, London is full of lush green parks and lawns therefore, businessmen in London usually
use this venue as the most desirable place because it provides high level comfort to the audiences
and the target market along with gathering a major target market. Therefore, it is going to be
highly profitable for the company to arrange such events at the locations specified above.
London additionally offers incalculable helpful and novel scenes for social capacities and invests
wholeheartedly in the glow of its gladly received, stretched out to both public and worldwide
agents. Employing a social, contemporary or authentic background for a gathering, dinner or
going with accomplice occasion will furnish guests with a genuine understanding into the UK
capital's past, present or future.

4) Evaluate the resources used by the Exhibitions and conferences at the selected locations.
There are different resources that are required for the purpose of conducting an exhibition
or conference. This helps in the managing the event in a ore better and effective manner.
The major resources which are required are mentioned below:
1. Evaluate the resources used by a specific conference or exhibition held at
your chosen destination.

 Financial resources: For the purpose of conducting an exhibition or
conference, it is highly important that the business organization is having
enough funds. Enough liquidity of funds are required for different activities
like food, goodies, brochures etc.
 Efficient human resources: In order to organize a conference or exhibition, it
is highly required that the company is having efficient and skilled employees
and staff members who can manage all the activities in a proper manner
without any mismanagement.
 Business cards: Business card is an initial impression that last for long. It is
usually advised for the businesses to make certain appropriately planned
business card that fits the nature and style of the business.
 Well designed booth : Regardless of whether it is a nearby private venture
exhibition or one of the huge ones like Small Business Expo, it is as yet one of
the basics of independent company reasonable displays to have an alluring
stall. Most, if not all participants of exchange shows base their choice on
which stalls to look at to a great extent on plan.
 Treats & Giveaways: Having treats or giveaways can attract a lot of people.
When that word of mouth kicks in, company's booth will probably fill up with
people in no time (Hu and et. al., 2018). If the business organization are
selling products, samples are one of the best product giveaways. It is one of
the best opportunities for them to try your products before buying it.
5) Make recommendations for further resources that could be used at future events.
The various recommendation in consideration to the respective topic are the company must
arrange Hybrid events that will help the company to explore opportunities to create a different
and creative virtual option for direct events for increased reachability to target audiences who
may not be willing or able to attend the conferences or exhibitions (Islam and et. al., 2018).
Also, event layout and design must be planned in such a way it should configure the space
differently in order to maintain the protocols of social distancing. With this, new ways of
interacting or different spaces must be given consideration as compared to the casual places
which may not have a considerable impact on the target audience. Therefore, these new and
unique ways will help in increasing the effectiveness of the company.

Conclusion
It has been concluded from the above report that conferences and exhibitions are considered
as highly important and effective ways through which the company can interact with the
target audience in such a way that it creates a significant impact, therefore, every company
must understand and use these interactive ways through which they can increase their target
market with huge amount of profits and sales.
References
Books & Journals
Henderson, E.F., 2019. Gender, definitional politics and ‘live’knowledge production: Contesting
concepts at conferences. Routledge.
Al-Sultany, G.A. and Abbood, I.K., 2019. Conferences Events Suggestion Using Ranked Based
Hyperlink-Induced Topic Search Algorithm. Journal of Computational and
Theoretical Nanoscience, 16(3). pp.982-988.
Rydstedt, D. and Lachowsky, N., 2020. Sex research conferences as heterotopias: A queer crip
theory perspective on universal design. The Canadian Journal of Human
Sexuality, 29(2). pp.197-204.
Wong, A., Capel, I. and Malbrain, M., 2019. Social media in critical care: FAD or a new
standard in medical education? an analysis of international critical care conferences
between 2014 and 2017. Journal of the Intensive Care Society, 20(4). pp.341-346.
Al-Arfaj, M.K., Amanullah, M. and Mohammed, A.O., 2018. An enhanced experimental method
to assess the shale inhibition durability of inhibitive water-based drilling fluids.
In SPE/IADC Middle East Drilling Technology Conference and Exhibition.
OnePetro.
Al-Yaseri and et. al., 2021. Western Australia basalt-CO2-brine wettability at geo-storage
conditions. Journal of colloid and interface science, 603, pp.165-171.
Hu, X. and et. al., 2018. Effect of proppant addition schedule on the proppant distribution in a
straight fracture for slickwater treatment. Journal of Petroleum Science and
Engineering, 167, pp.110-119.

Islam, M.H. and et. al., 2018. Wet partial oxidation of guaiacol into carboxylic acids using
hydrogen peroxide. In 26th European Biomass Conference and Exhibition (pp. 1163-
1168).
(Al-Arfaj, Amanullah and Mohammed, 2018)(Al-Yaseri and et. al., 2021)(Hu and
et. al., 2018)(Islam and et. al., 2018)