FKM provided a definition years ago: if an exhibition wants to present itself as international, it should have 10% foreign exhibitors and 5% foreign visitors. The definition is based on that of the global association of the exhibition industry UFI. The AUMA – Association of the German Trade Fair Industry goes one step further: beyond fulfilling the percentages, at least 20 exhibitors and 100 visitors have to come from abroad (german).

Why define these seemingly petty details? The “international” label should not only advertise but also provide a point of orientation – for exhibitors, visitors and media representatives. The perspectives, however, are distinct. The visitor wants to know whether noteworthy offerings from abroad will be present, and not just from importers but from companies that are based in foreign countries and therefore have the associated local knowledge. That’s also why companies whose products are presented by importers are not listed as foreign companies. The exhibitor, in turn, associates the term “international” with a minimum of visitors from other countries, and not merely the symbolic 1%. So in order to serve the expectations of both groups, we define limits of 10% of exhibitors and 5% of visitors.

And when those proportions are verified by FKM, all the better. After all, a visitor can always check the catalogue afterwards to determine how many foreign exhibitors were on hand. An exhibitor, by contrast, has very little chance of finding out anything about the origin of the visitors. And organisers who disappoint or mislead exhibitors seldom see them again.

Der Beitrag What actually is an international trade fair? erschien zuerst auf FKM.

Exhibitor stand space: this is the space which is verifiably used for exhibition stands and thus forms the basis for a size comparison between individual events. The exhibitor stand space conveys an initial impression of how successful the organiser has been in attracting custom, irrespective of the number of companies taking part. In conjunction with the number of exhibitors, it is possible to determine the average stand size and thus to obtain a benchmark for one’s own presentation at the exhibition.

Special show space: at many exhibitions the organisers provide additional spaces for special shows and often put them together themselves – usually working together with trade organisations. In those spaces, design exhibitions, research results, presentations of handicrafts, information about professional training or other overarching topics are presented. By doing this, the organiser is thus providing information and attractions for the visitors in addition to those offered by the exhibitors. Exhibitor stand spaces and special show spaces together form the net exhibition space.

Gross exhibition space: this encompasses the whole of the space used for the exhibition, i.e. exhibitor stand space, special show spaces , and walkway and foyer areas, but not ancillary rooms such as restaurants, offices, etc. Gross spaces are of only limited benefit for comparisons in terms of size between individual exhibitions because the walkway and foyer areas can differ considerably depending on the exhibition even if the stand spaces are the same.

Are you interested in FKM’s definitions? You can find further details about FKM certification in the Certification area.

Der Beitrag What actually are net and gross exhibition space? erschien zuerst auf FKM.

Visitors are referred to as trade visitors if they visit an exhibition for commercial/professional reasons. Whether this is the case is determined by a representative survey at the exhibition site within the FKM visitor structure test. By contrast, private visitors come on the basis of private/personal interest. In the case of consumer-goods exhibitions for trade visitors, the proportion of trade visitors is usually almost 100% because in general those interested have to prove their status as trade visitors. In the case of capital-goods exhibitions, the proportion can be lower because interested private visitors are not excluded.

At public exhibitions, the proportion of private visitors is significantly over 80%, but is rarely exactly 100%. This means that exhibitors can also always reach a smaller proportion of visitors with a professional interest from the relevant sectors at this type of event.

However, as a result of FKM-certified figures on the proportions of trade visitors and private visitors, exhibitors can always know what type of visitors they must primarily cater for when they are planning the design of their stand and bringing together the appropriate staff for the stand. Exhibitions which have both trade-visitor days and private-visitor days represent a particular challenge. Here, exhibitors must take account of the fact that the requirements placed on the staff on the stand and the design of the stand will differ because on private-visitor days the visitor numbers are considerably higher and private visitors have different information requirements even if they are interested in the same product as a trade visitor. It is nevertheless the case that exhibitors often find that some private visitors at special interest exhibitions are so well informed that they have virtually the same level of knowledge as a trade visitor.

Der Beitrag What actually is a trade visitor? erschien zuerst auf FKM.

By the way, not every interested company gets an accreditation. Because the organisers in all cases ensure that the exhibitors’ products and/or services form part of the range of goods offered at the Event. As a result, so that it is ensured that the company’s participation benefits itself and the visitor of course.

So-called co-exhibitors (also referred to as sub-exhibitors) are also regarded as being exhibitors. These are companies which, although they do not have a direct contractual relationship with the organiser, are represented on the main exhibitor’s stand by way of their own staff and products or in the context of a joint stand. Specifically, joint stands such as these are usually rented by an institution or a company which then divides up and in turn rents out the stand space.

Additionally represented companies are not considered to be exhibitors because such companies are only actually represented on an exhibitor’s stand by way of products, but not with staff.

Der Beitrag What actually is an exhibitor? erschien zuerst auf FKM.