SITEEVT019
Recruit and manage exhibitors


Application

This unit describes the performance outcomes, skills and knowledge required to recruit and work with exhibitors during the planning, staging and follow-up phases of an exhibition.

Exhibitions are events that bring sellers and buyers together. They could be trade or consumer-focused, and may be stand-alone exhibitions or a component of other events such as fairs, expositions, conferences and festivals. This unit is relevant to exhibitions that are diverse in nature and are coordinated in any industry context, including the tourism, hospitality, sport, cultural and community sectors.

It applies to exhibition managers who operate with significant autonomy and who are responsible for making strategic exhibition management decisions. They may work in exhibition management companies, in event venues or for organisations such as industry bodies that stage exhibitions.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.


Elements and Performance Criteria

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Confirm exhibition scope and format.

1.1.Assess proposed exhibition concept to determine planning and operational requirements.

1.2.Clarify exhibition objectives with key stakeholders.

1.3.Develop overall format in consultation with stakeholders.

1.4.Develop a work schedule to address exhibitor recruitment and management requirements.

2. Establish format for buyer and seller interaction.

2.1.Determine most appropriate format for buyer and seller interaction.

2.2.Establish and monitor procedures and systems for one-to-one appointment scheduling when required.

2.3.Liaise with colleagues and stakeholders to ensure format, systems and procedures integrate well with other exhibition components and considerations.

3. Recruit exhibitors.

3.1.Develop a clear, professional and legally compliant exhibitor prospectus that includes breakdown of costs, benefits and relevant exhibitor information.

3.2.Distribute and present exhibitor prospectus according to agreed targets and marketing plan.

3.3.Maximise take-up of space and profitability through follow-up promotion and negotiation as required.

3.4.Execute exhibitor contracts and agreements to include full details of commitments made by both parties.

4. Support exhibitors.

4.1.Organise or provide exhibitor support services.

4.2.Develop and distribute accurate and complete exhibitor kits at appropriate time.

4.3.Organise or provide exhibitor operational support, briefings and debriefings according to agreements.

4.4.Liaise with exhibitors to identify issues and resolve as required.

4.5.Reduce negative environmental impacts through minimising use of printed materials.

5. Manage post-exhibition activities.

5.1.Evaluate effectiveness of buyer and seller interactions based on agreed evaluation criteria.

5.2.Follow up with exhibitors according to agreements, and seek feedback on exhibition operation.

5.3.Incorporate outcomes of evaluation into future exhibition planning.

Evidence of Performance

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

consult with stakeholders and develop the exhibition format and work schedule for one exhibition with multiple operational components which covers:

key exhibition activities

interrelationships between exhibitors, organisers and stakeholders

exhibition timelines

analyse operational constraints, review exhibition objectives, and consult with exhibition stakeholders to determine an appropriate buyer and seller format for the above exhibition

develop and distribute exhibitor prospectus that includes information on:

attendance expectations and profile

bump in/bump out details

contact details

exhibition

features and benefits of participation

insurance requirements

marking initiatives and exhibition promotion

participation costs and levels

previous exhibition performance data

sponsorship details

venue layout, floor plans and general information

follow up with prospective exhibitors and prospectus recipients to maximise take-up of space and exhibition profitability

develop evaluation criteria and evaluate exhibition effectiveness by measuring:

exhibitor, buyer and sponsor feedback

number of attending buyers

operational efficiency

profitability

venue service levels.


Evidence of Knowledge

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

characteristics of different types of exhibitions, their purposes and objectives:

trade or industry

consumer

commercial

non-commercial

roles, responsibilities, interrelationships and hierarchy of control of different stakeholders in exhibition planning and operation

formats and options for bringing buyers and sellers together:

suitability of different formats for different types of exhibition

advantages and disadvantages of different formats

exhibition layouts in the relevant industry context

formats for buyer and seller interactions:

appointments made during exhibition period

combination of different formats

free flow

prearranged appointments

scheduled presentations

formats, features and inclusions for exhibitor prospectus kit and feedback documentation

exhibitor support services:

accommodation

answering general enquiries

assistance with additional promotions

briefings and debriefings

providing updated information

travel

information included in exhibitor kits:

access

delivery details

floor plans

sponsors

technical services

times and schedules

travel arrangements

venues

legal considerations for exhibitor recruitment and management:

consumer protection

public liability and duty of care

risks, issues and challenges commonly encountered in exhibitor management and ways to avoid and manage them.


Assessment Conditions

Skills must be demonstrated in an operational exhibition context where the recruitment and management of exhibitors is required. This can be:

a live exhibition

a simulated exhibition set up for the purpose of skills assessment.

Assessment must ensure access to:

venues and sites where exhibitions are staged

dedicated event budgets

comprehensive exhibition plans

formal communication plans

exhibitor contracts and agreements

exhibitor kits

exhibition stakeholders with whom the individual can consult and liaise with during the planning and operation of exhibitions and an exhibition operations team; these can be:

those in an industry workplace who are assisted by the individual during the assessment process; or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.

Assessors must satisfy the Standards for Registered Training Organisation’s requirements for assessors; and:

have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.


Foundation Skills

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Reading skills to:

interpret and develop complex and varied exhibition management documentation.

Writing skills to:

develop comprehensive, cohesive and complex exhibitor documentation.

Problem-solving skills to:

anticipate and respond to operational challenges when developing exhibition formats

take responsibility for resolving exhibitor problems during the exhibition.

Planning and organising skills to:

establish and manage cohesive operational procedures and systems.


Sectors

Events


Competency Field

Events