Professional Exhibition Management Course (PEM) – by SACEOS

1. Brief Introduction on the Growth of the International Exhibition Industry
2. Operations
2.1 Function and Structure of the Project Team

  • - Makeup of the Project Team
  • - Roles and Responsibilities
  • - Work Schedule of a Project in Exhibition
  • - What is the Aspiration of the Project?

2.2 General Operations

  • - 4 key elements of operations management:
  • - planning, organising, directing, controlling
  • - Pre-event meetings & preparation
  • - Order of priorities
  • - Check list for freight, floor security, safety & emergency plans, Stand contractor, ground transport, cleaning service
  • - Actual final on-site inspection before taking over of halls
  • - Show time operations control
  • - Check list for move-out and dismantling
  • - Post event report

2.3 Floor Plan management & Venue Operations

  • - Floor plan operations management:-
  • - Definition of a floor plan and planning out a viable floor plan
  • - Analysis of the strength & weaknesses of existing floor plan and
  • maximising the use of space
  • - Traffic flow patterns
  • - Creating (revising) a floor plan
  • - Venue Operations:-
  • - Prior Move-in Requirements
  • - Regulatory Bodies
  • - Move-in Rules & Compliance
  • - Show Days Rules & Compliance
  • - Move-out Rules and Compliance

2.4 Importance of Stand Building

  • - Role of Stand Builders
  • - Types of Stand Builders
  • - Definition of Official Stand Contractor
  • - What is the Special Design Stands
  • - Types of Stands and Designs in Exhibitions
  • - Visit to Workshop to How Stands are Built

3. Promotion & Sales
3.1 Advertising & Promotion

  • - Building an Integrated Marketing Campaign
  • - Setting the Foundation
  • - Marketing Mix
  • - Press Relations
  • - Analysis / Action Plan
  • - Use of Technology in A & P
  • - Measurement & Analysis of the A & P Campaign
  • - Mechanism for Feedback/Measurement
  • - The Creative Component
  • - Formulate Effective Collaterals, Hard Copy vs Soft Copy
  • - Developing an Exhibitor Prospectus

3.2 Sales & Marketing in Selling Exhibit Space

  • - The Market
  • - The Marketing Plan
  • - Distribution of Marketing Resources
  • - Monitoring Sales
  • - Inputs to Financial Assessment / Critical Path
  • - The Role of Experience ( including Conference and Supporting Events)
  • - Definition
  • - Sources
  • - Benefits of Conference
  • - Supporting Events

4. Brief Introduction on the Importance of Exhibition Freight Forwarding

  • - Role of an Official Freight Forwarder in an Exhibition
  • - ABC’s of Exhibition Freight Forwarding in a Trade Exhibition
  • - Types of Exhibition Goods
  • - Where is it coming from? How to ship?
  • - Temporary or Permanent Import
  • - Where is the venue & what is the Customs Clearance procedures
  • - Documents for Customs Clearance
  • - Difference between a General Freight Forwarder & Exhibition Freight Forwarder

5. Visitors Registration
5.1 Pre-Registration

  • - Advantages & Pitfalls
  • - Be in the Forefront of Technology or Match your Buyers’ Needs? Online vs Offline
  • - Make Your Investments Work for You. The Value of the Information

5.2 On-site Registration

  • - Planning – The Key to A Smooth Visitors Registration
  • - Pre-Show Planning
  • - Show Time
  • - Badging – Finding the Right System
  • - Passing Your Audit with Flying Colours
  • - Show Close = End of Job? What You Need to do after the end of the show

6. Housing & Accommodation

  • - Types of Housing Options
  • - Understanding of Terminology
  • - Room Blocks
  • - Hotel Contracts
  • - Termination
  • - Cancellation
  • - Attrition
  • - Rates & Bookings Considerations

7. Finance & Budgeting

  • - Terminology
  • - Why Budget?
  • - When should I Budget?
  • - The Budget Process
  • - Who is Involved?
  • - The Review Process
  • - Component of the Budget
  • - Budget Exercise
  • - Profit and Loss Consolidation

8. Importance of Insurance in Trade Show Management

  • - Liabilities & Responsibilities in Exhibitions
  • - As Exhibition Organizers
  • - Contractual Obligations with Venue & Service Providers

9. Post Show Evaluation

  • - Objectives
  • - Survey Techniques
  • - Types of Analysis
  • - Post-Show Audit
  • - Subjective Issues
  • - Publication Methods

10. Individual Assessment/ Exam

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For more information, please visit www.saceos.org.sg

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Professional Conference Management Course (PCM) – by SACEOS

Day 1

Introduction & Definitions

  • – Course Objectives & Overview
  • – Workshop
  • – Meeting, Seminar
  • – Forum, Conference
  • – Congress, Summit

Structure

  • – Plenary, Breakouts
  • – Timings
  • – Theme
  • – Keynote, Main Topics
  • – Site Visits
  • – Tea Breaks, Lunch

Programme Development – Part I

  • – Delegate Profile
  • – Research Methods / Sources
  • – Topics
  • – Invitations
  • – Keynote Speakers, Speakers
  • – Moderators / Chairmen

Programme Development – Part II

  • – Site Inspections
  • – Social / Supporting Events
  • – Venues for Business / MICE Events

Conference Marketing

  • – Segmentation, Targeting & Positioning Strategies
  • – Value Propositions
  • – Pricing Strategies
  • – Marketing Channels
  • – Cost Effectiveness
  • – Working with Partners & Sponsors

Day 2

Room Set-Up

  • – Establish the Direction
  • – Focus of Meeting
  • – Space Availability / Constraints
  • – Seating Arrangement & Level of Interactivity
  • – Theatre
  • – Classroom
  • – U-shaped
  • – Conference
  • – Round Discussion
  • – Hollow
  • – Banquet / Multi Part Discussion

Planning Timeline

  • – Time Frame
  • – 12 / 9 / 6-months Project Plan
  • – Milestones and Critical Paths
  • – An Effective Plan

Budgeting

  • – Terminology
  • – Why Budget?
  • – When should I Budget?
  • – The Budget Process
  • – Who is Involved?
  • – The Review Process
  • – Components of the Budget
  • – Profit and Loss Consolidation

Special Requirements

  • – Importance of Audio-Visual Implementation
  • – Common Problems Faced
  • – Equipment Overview
  • – Usage and Applications of Audio-Visual Equipment
  • – Special / Advanced Technologies and Applications
  • – What to look out for – General Tips & Rules to Make an Event Work for You & Your Company

Publicity, PR and Media Management

  • – Publicity vs PR
  • – Proactive vs Reactive PR
  • – Public Relation Tools
  • – Tips on working with the Media
  • – Promotion & Publicity

Day 3

PCO Administrative Management

  • – Speakers
  • – Delegates
  • – Presentation Material
  • – Finance
  • – Logistics
  • – Personnel
  • – Efficient Administration

Operations & Logistics

  • – Logistics in the Concept / Bid Stage
  • – Logistics for the Event
  • – Important Elements of Logistics
  • – Management Tools for Logistics
  • – Ticketing / Registration Logistics Checklist
  • – Transport
  • – On-site Logistics
  • – F&B

Bidding & Selection Process / Techniques

  • – The Bidding Team
  • – The Procedure
  • – Promotion & Presentation

Industry Overview – “Bringing It All Together”

  • – Case Studies

Written Examination

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Anyone who is keen to take up this course, please contact SACEOS, – www.saceos.org.sg

I will be training on Media and Publicity segment of this course. All other trainers have over 15 years of industry experience.

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Guest Speaker on Social Media on MICE Industry in SACEOS 30th AGM – 23 Apr 2010

I was invited to be the speaker for Social Media on MICE Industry at Resort World on 23 April where SACEOS had their 30th AGM.

About 40 leaders of MICE industry turned up for the pre AGM talk.

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