Exhibition & Trade Show Management Training Course

Course Overview

Learning Objectives

• Explain the exhibition business model and how it differs from conferences and other events.
• Assess a show concept against market need, sector structure, competition, and venue availability.
• Prepare a business case with revenue lines, cost structure, and break-even logic.
• Design floor plans that balance sales, visitor flow, feature areas, and safety requirements.
• Build pricing structures for space, shell schemes, pavilions, sponsorship, and exhibitor services.
• Manage the exhibitor sales pipeline from prospecting through contract, retention, and rebooking.
• Develop visitor acquisition plans targeted at relevant buyers and decision makers in the chosen sector.
• Design hosted buyer, matchmaking, and content programs that create business value.
• Write exhibitor manuals, stand design rules, and contractor requirements that reduce on-site disputes and delays.
• Plan freight, temporary import, move-in, move-out, and on-site command arrangements.
• Evaluate show performance and turn the findings into a plan for the next edition that improves revenue and exhibitor experience.
• Evaluate partnership options with international organizers, trade associations, and government sponsors.
• Plan fire safety, crowd movement, security, and stand inspection across build-up, open days, and breakdown.

Who Should Attend

Learning Outcomes

• By the end of this course, participants will be able to:
• Explain how an exhibition earns revenue and where its main commercial risks lie.
• Evaluate a new show concept against market, competition, and venue evidence.
• Prepare a business case with revenue lines, costs, and break-even logic.
• Produce a floor plan and pricing structure that support sales and visitor flow.
• Manage an exhibitor sales pipeline and a rebooking program that improves retention from edition to edition.
• Prepare a visitor acquisition plan aimed at buyers and decision makers in the target sector.
• Design hosted buyer and matchmaking programs with clear business objectives.
• Write an exhibitor manual outline with stand rules and contractor requirements that reduce on-site disputes.
• Build a move-in and move-out schedule with freight and safety controls.
• Lead on-site command and resolve exhibitor problems during show days.
• Evaluate show results and prepare a plan for the next edition with clear commercial priorities.
• Assess partnership options with trade associations, sponsors, and international organizers.

Course Outline