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Exhibiting without a project team is not an option

Always put a team together when participating in an exhibition. Don’t make it a solo effort whereby you need to ask/beg every department for help during the duration of the organisation process. Involve as many departments as possible in the project team and assign specific tasks to each staff member.

The following tasks need to be distributed amongst your project team members: Project management: who is going to monitor the overall progress and be everyone’s main point of contact? Ideally, this should be someone who is good at planning, supervising, and team building, as well as someone who has enough authority to address others about the execution of their tasks. Secretariat: who is going to deal with all the meetings, forms and contracts/agreements as well as keep tabs on tasks that still need to get done? This should be someone who is administratively well-organised and who doesn’t mind picking up the phone on a regular basis. The project management(er) will rely heavily on this person’s support. Budget control: who is going to set up the budget and monitor that the project stays within that budget? Logically speaking, this should be someone from the financial administration; he/she can easily call up the figures from previous exhibitions and use those as a basis for a realistic cost estimation. Defining the strategy: who is going to write up a clear document detailing the overarching objective of the exhibition participation and the targets that need to be met? Preferably, this is someone from company management who is responsible for sales. Stand building: who is going to make sure that everything concerning the stand has been taken care of and serves as the main liaison for the organiser, suppliers and/or stand builder? The complexity of this task depends on the type of stand that has been selected. Input from various disciplines is required, especially in cases where a stand is designed from scratch and is custom built. This task calls for someone who is very self-assured and who is able to get the best out of his/her team. Communications: who is going to be the main contact for the press and be responsible for creating awareness and drawing attention to your exhibition participation? This is all about marketing your exhibit to ensure an optimal return on investment. This task should be assigned to your organisation’s communications specialist(s). Stand management: who is going to be responsible for briefing, encouraging, coordinating and supervising the stand staff team, and be the main point of contact at the exhibition? This could be assigned to the project manager, or someone else with a similar profile. Whoever you opt for, this role must be fulfilled by a stress-resistant person with a sufficient level of authority within the team. Follow-up: who is going to make sure that the follow-up actions are indeed followed up upon? If this isn't carried out then your exhibition participation will not be as fruitful as it could be. The ideal person for this role could well be someone who wasn’t involved in any of the above aspects; someone who is fresh and still fully switched on once the exhibition has come to an end! Logically speaking, the size of your endeavour will determine the amount of people you need to get involved in the project team. A large operation will necessitate the implication of all departments and specialists, and therefore, it is recommendable that someone from company management fulfills the project management role. Regular joint meetings should be scheduled in order to keep everything on track and to avoid last-minute panics.

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