Natalya Morgunova: The success of participation in the exhibition is a joint work. "Petrotur": joint participation in autumn exhibitions and workshops Exhibition - sale "New Year's Kaleidoscope"

Photo: Press Service of the Mayor and the Government of Moscow. Denis Grishkin

Compensation can be up to 700 thousand rubles. This will help entrepreneurs explore new markets.

Small and medium-sized businesses will be reimbursed for part of the costs of participating in congress and exhibition events. The corresponding resolution was adopted at a meeting of the Presidium of the Moscow Government.

“Small and medium businesses in Moscow are developing dynamically and are playing an ever greater role in the city's economy. Nevertheless, we must continue to expand various measures to support entrepreneurship,” he stressed.

Subsidies will be allocated for entrepreneurs who participate in Russian and international congresses, exhibitions, fairs and other events aimed at promoting their goods and services and developing new markets. The list of exhibitions and other events will be approved. A list of events for participation in which you can receive compensation will be posted on the agency's website.

The maximum subsidy for a small and medium-sized business entity during the financial year will be 50 percent of the amount of costs for these purposes. The amount of payments cannot exceed 350 thousand rubles for events in Russia and 700 thousand rubles for events abroad. Expenses will need to be documented.

The subsidized expenses include the costs of registration, construction and equipment of the stand (including assembly and dismantling and engineering services) and the rent of the exhibition space.

“We will conduct a selection in order to select the most technologically advanced and economically developing enterprises,” said the head of the Department of Science, Industrial Policy and Entrepreneurship. When selecting applications, residents of technoparks, industrial parks and special economic zones of Moscow will have an advantage.

In addition, the following criteria will be taken into account:

- the average annual salary at the enterprise per employee;

— the ratio of tax deductions to the Moscow budget to the amount of the requested subsidy;

— the share of the subjects' own funds in the financial costs of participation in the exhibition.

The specific weight of each criterion is 0.25.

The use of the subsidy will allow small and medium-sized businesses to more actively promote their products and services in Russia and abroad, as well as help attract revenues to the city budget and investments in the Moscow economy.

“I think that the support of the Moscow Government will increase the accessibility of congress and exhibition events, especially for small and medium-sized businesses,” said Sergei Bednov, Chairman of the Chamber of Commerce and Industry Committee for Exhibition, Fair and Congress Activities. According to him, the Moscow Government was among the first to introduce a regular practice of support for businesses that participate in exhibitions.

One of such initiatives is the Made in Moscow collective stands program. The capital's manufacturers can show their products at these stands, Aleksey Fursin recalled. Mostly small and medium-sized businesses participate in the program. It allows entrepreneurs to conclude contracts, establish contacts. “Information on the stands can be placed by eight companies or more,” added the head of the Department.

Sergei Sobyanin instructed to monitor the situation and follow how the innovation will be introduced. “If it suits business, we will continue this practice,” he said. The mayor of Moscow added that the resolution would be promptly amended if necessary.

Places at many foreign exhibitions "disperse" very quickly. Therefore, it is necessary to submit an application for participation in the exhibition in advance. Reception of applications, for example in Germany, ends six to eighteen months (depending on the cycle of holding - annual or every two years) before the start of the event. In the application, taking into account the above preliminary stand concept, it is necessary to indicate the required amount of space.

For registration, the exhibitor receives the following information from the exhibition organizer: territory plans, pavilion plans, documents for registration, documents on services, proposed places for the stand, conditions for holding the exhibition, instructions.

The application must indicate:

• -- minimum and maximum booth dimensions (in sq. m),
• -- location in a pavilion or in an open area (infrastructure),
• -- booth dimensions (length and width),
• -- stand type (in a row, corner, head or block stand),
• -- deviations from a predetermined space allocation scheme,
• - construction (one- or two-story booth),
• -- data on exhibited goods (structure by industry),
• -- sub-exhibitors and additionally represented companies,
• -- data on the amount of expected waste and their types.

In case of joint participation in the exhibition, the application is submitted by the organization that deals with organizational issues.

Russian exhibition organizers do not always provide the entire list of information, while exhibition companies organizing international exhibitions provide the entire range of documents.

Conditions of participation in the exhibition (contract for participation). The terms and conditions of participation in the exhibition govern such clauses of the contract as admission to the exhibition, rent for the booth, payment terms, possible termination of the contract, registration of sub-exhibitors and additionally represented companies.

The technical part sets deadlines, gives instructions for assembly and disassembly, descriptions of the design of the stand, characteristics of building materials that are allowed to be used, obligations to avoid unnecessary waste and their recycling, indicate the height of the stand, the allowable load on the occupied surface, name the technical installations for maintenance stand, explanations are given regarding displays and advertising on stands, fire protection, accident prevention and safety requirements, liability and insurance.

The advent of fax, e-mail, and then the Internet has greatly simplified the application process, but the list of questions to be answered in the application has not changed much.

In case of refusal to participate in the exhibition, a penalty is paid in different sizes - depending on the specific dates. In case of withdrawal shortly before the event, under certain circumstances, the full amount of the rent for the booth must be paid.

There are also certain regulations for the import of technical equipment to the exhibition, where high safety requirements are imposed. Regarding technical equipment, detailed information is given, control tests are carried out.

Since participation in the exhibition is in many respects associated with risk, a special insurance system was developed several decades ago. The exhibitor must take care of sufficient insurance coverage. The exhibition organizer bears only general liability for damage to persons or property.

In principle, the organizer of an exhibition event, both in deed and in advice, helps exhibitors, especially those who participate in the exhibition for the first time, in resolving all organizational and technical issues.

Together with the document on the terms of participation in the exhibition or with the confirmation of the allocation of the stand, the exhibitor is sent forms - orders for various services. In addition to press and advertising aids, the organizer or the companies with which he has concluded contracts can order a range of services included in the participation fee (compulsory exhibition services) or at fixed prices. This includes: rental of a ready-made stand, rental of furniture, kitchen equipment, floor coverings, lighting fixtures, audio-video equipment, expedition services, rental of premises for storage of containers, reservation of housing, cleaning and protection of the stand, transport and exhibition insurance, wiring of electricity, water , forced air, connection of telecommunications, provision of auxiliary workers, photo services, visits to get acquainted with the activities of local institutions, organizations, enterprises of interest to the exhibitor, cultural program (sightseeing tours around the city, visits to museums, theaters, etc.).

Other services are offered already on-site during installation, such as the sale and rental of flowers, decorative and stand mounting material, the sale of consumer goods, the provision of new workforce, etc.

The service also includes the issuance of certificates for the stand staff. According to the size of the stand, free passes are distributed to its staff; other member IDs, usually abroad, can be obtained for a fee. Paid long-term parking passes can be requested in advance on the appropriate order form.

Organizers of the exhibition attach special importance to the compilation of exhibition catalogs. Their importance lies in the fact that they preserve the memory of the exhibition, its participants and exhibitors. Catalogs allow you to analyze the state of the economy and culture at each specific time stage. As a rule, the catalog serves as a source of information for buyers until the next such exhibition. In addition, the catalog is an additional source of advertising. The vast majority of exhibitors understand the importance of information about themselves in the catalog today.

Forms for entering data into the catalog and information systems are sent when applying for participation, abroad - together with the official admission. It should be noted that the exhibition catalog is signed for printing relatively early, because it should be available to interested parties already a few weeks before the event, so that they have time to prepare for the visit to the exhibition.

Entering data into the catalog is usually paid by the customer and follows three lines: alphabetically by company name (sometimes with a brief summary of the delivery program), by product name or nomenclature, and finally by pavilions along with the corresponding pavilion plan. At will, the exhibitor's products can be labeled in different product groups. Also, for a fee, trademarks or brand names are published in the catalog. You can also place a separate advertisement about your company (organization) or product (services).

The same principle of distribution applies to the entry of visitor information into electronic systems. Here, too, there are some opportunities for advertising. As for the systems themselves, it is recommended to double-check the entered data on the first day of the exhibition and compare them with the data of competitors in order to have time to make corrections.

Intelligent planning and implementation of transportation prevents unnecessary material losses and reduces additional costs arising from haste. For an exhibitor, transportation is part of the organization of his participation in a fair/exhibition and requires serious care, because the key to success is exhibits that are delivered safely and on time, which are easy to unpack and repack.

Transportation of exhibits, materials for the manufacture and design of the stand and other goods related to the fair-exhibition is a task that any serious transport company can perform without much difficulty. Abroad, when it comes to large-sized items, it is recommended to cooperate with an experienced exhibition expedition - the official carrier of the exhibition-fair. To avoid unpleasant surprises, the exhibitor must request the transport of goods.

Taking into account the decisions made, it is necessary to draw up a transportation schedule, which should include the entire cycle from preparation for shipment to the return of the exhibits to the enterprise. Non-compliance with the participation conditions established by the regulations (certificates of origin, certification of accounts, reservations, etc.), incorrect completion of supporting documents, underestimation of the often confusing and lengthy customs clearance procedure, exclusion from the calculation of the so-called "iron time" of insurance (strike, short-term stoppage of work etc.) often cause late delivery of goods or even complications in their customs clearance, as a result of which all organizational efforts are at risk.

With the exception of the company's own means of delivery from the company on the territory of the exhibition, only the special exhibition forwarders are responsible for the delivery and return transport, as well as for the provision of unloading equipment. On the one hand, the matter here is in the terms of insurance, on the other hand, the exhibition forwarder assumes (instead of the organizer) responsibility for delivery and dispatch, payment of duties for all exhibits and, in addition, for storage of containers. Forwarding offices at exhibitions are constantly working: both during installation, and during the event itself, and during disassembly. Orders for expedition services must be made in a timely manner, before the start of the exhibition.

Foreign participants are required to be familiar with the relevant regulations when transporting goods and performing related customs formalities. Freight forwarders who have experience of working at international exhibitions and are often partners under the contract of the companies themselves, monitor the progress of the movement of all cargo, often using the possibilities of prefabricated containers for many exhibitors at once. They ensure that all instructions are followed and are well aware of the capabilities of the handling equipment they have at their disposal at the exhibition site. If there is no such special exhibition carrier, the exhibitor must:

• -- to take care of obtaining timely information about the specific conditions in force in the country of the fair / exhibition, about the most suitable method of transportation and type of packaging;
• - choose the right transport company;
• -- promptly inform the transport company about the goods and other goods to be transported (quantity, volume, weight);
• -- prepare suitable packing materials;
• -- to ensure the joint shipment of the necessary tools and auxiliary materials for packing exhibits upon export;
• -- take care of impeccable packaging and correct labeling of boxes in a foreign language and, finally,
• -- draw up a special transportation schedule in cooperation with the carrier company.

In addition, in all cases, the exhibitor must monitor the execution of foreign exchange formalities by intermediary banks.

Arrival, departure and stay at the exhibition. To get a room of the desired category in a hotel, it is most reasonable to book it in advance in writing. The organizer of the exhibition thus receives, together with the participation documents, a completed form for booking a room. All exhibitions have service bureaus that take care of booking accommodation before the start of the exhibition.

Environmental Protection. The requirement to take into account environmental safety when organizing exhibition activities in Russia has not yet become one of the most important. In this regard, the experience of Germany is very useful. German exhibition workers proceed from the understanding that the protection of nature and the environment is one of the most important tasks of the economy and society. That is why compliance with environmental requirements is an urgent need.

In order for participation in the exhibition to meet environmental requirements, it is necessary in advance:

• -- use a systematic approach to planning, when all decisions and actions are checked from the point of view of their consequences for the environment;
• -- seek opportunities to reduce waste;
• -- receive information in advance about the system for assigning fees for waste disposal from the organizer of the fair;
• -- use reusable containers and packaging during transportation;
• -- minimize the waste of toxic and harmful substances and complex multilayer materials;
• - use products designed for reusable use or secondary disposal;
• -- to prevent pollution, damage, dust, irrational consumption of materials during the installation and disassembly of stands;
• -- Adopt the motto: "Prevent - Reduce - Reuse".

Participation in the general program. The majority of specialized exhibitions are currently accompanied by the organization of scientific and practical conferences, seminars, round tables, presentations of participating companies, training sessions and other events. In cases where such events are of an educational nature, the organizers of exhibitions and fairs add a registration fee to the cost of participation in the exhibition or set a separate fee for attending training seminars. However, if this event is equated to a conference (forum, congress), then payment for participation in it is set separately. In Russia, until recently, most specialized exhibitions include the cost of organizing scientific and practical conferences, seminars, and round tables related to the subject of exhibitions in the cost of renting exhibition space. As a result, at a number of specialized expositions within the framework of the program, which provides for reports of specialist exhibitors, the exhibitor has the opportunity to speak on behalf of the company with abstract reports on individual products or technologies. But the organizer must be informed about these reports in a timely manner. An appropriate entry, as a rule, must be placed in the application-contract, including the topic, time and date of the desired performance. This, as already indicated, usually does not require special expenses. The organizer provides the premises and undertakes advertising and notification of visitors.

The exhibitor can present his goods in a special show. Such special screenings are usually announced separately; they are organized so that no firm is favored. In addition, the exhibitor can look forward to participating in special conferences, congresses or discussions to acquire new or refresh their knowledge of the current state of affairs. But the maintenance of the stand should not suffer from all this.

for MiuMitsu©: I heard you, thanks.

I will try to summarize my point of view (which in no case I impose on anyone).

It is necessary to build on, as you rightly noted, in whose capacity to go to the exhibition - as a buyer or seller? These are two different tasks. Which are combined in trips to the exhibition, if you keep in mind the thought of WHY to go there.

Do you have a mistrust that an employee of a company other than yours will do everything badly and horribly? Excellent! Do you have confidence in ... say, the secretary of your company, or an employee of a technical / warehouse / some other, non-core department? And if an employee of the profile department works in a company without an ode for a week, and he was immediately "sent for the Christmas tree?"
Do you have confidence if you send a person to the exhibition who has been working in your industry for a long time, but not in your company?
In addition to the fact that you have trust in an adequate neighbor (nephew, etc.), who else would you trust?

It seems to me that for those who go to the exhibition, it is necessary to clearly state the task that must be completed at the exhibition.
Yes, perhaps as an instruction for fools, especially if you send a hired person.
And to prescribe on what points it is necessary to keep records, for which there will be a demand.

But, as my personal experience shows, such instructions are useful to any employee of the exhibiting company. And do not forget about the demand from the employee! Because, well, the reality is that they send anyone, for show and not an empty place. Or an intelligent employee, but absolutely non-core ..

As for difficult questions - yes, any question will seem difficult. But my belief is that EVERYTHING CAN BE SOLD. If you can do it.
Regarding the situation under consideration, visiting the exhibition - but just the company provides a presentation on the product, possibly complex questions and answers. At least that's how I worked with newcomers at shows. And such prepared chants helped them a lot, and also kept the image of the company.

Oh, well, if we go as sellers, then there is also our own scheme. And I agree that in most cases the managers at the booth are not interested in shopping, and also, alas, in handing over business cards to the right person. In this situation, we, i.e. visitors are interested. And in this situation, the main task is to collect contacts of those who will be interested in our products. With whom specifically in the exhibitor you can talk after the exhibition.
The business card of the general, by the way, will not always help to solve this problem. So what's the point of sharing it?
And here the main work is carried out after the exhibition, on the basis of the collected contacts.
Moreover, this work will be much easier to carry out than if it were to work with cold calls - we have a contact person in our hands that you can refer to.
Yes, this is a kind of blackmail, but such a mechanism works - it has been tested in practice.

Well, the last thing - I personally prefer to trust the Universe itself in the processes, with moments of mandatory safety net in possible weak points.

So, somehow it turned out suburno, but I hope the idea was conveyed.
This is my opinion, this is my experience, and I share it.

This September, for the eighth time, the ParkZoo exhibition will be held in Moscow, and in April, top managers and business owners will gather at the second Russian Pet Business Summit in Sochi. General Director of ARTIS Expo Natalya Morgunova told what innovations await the participants of these events.

This year the exhibition "ParkZoo" will grow significantly

In 2011, when the ParkZoo exhibition was held for the first time, it occupied one and a half pavilions. This year it will occupy 5 pavilions. Including pavilion 3, which is not inferior in its technical characteristics to pavilion 4, which many participants and visitors consider to be central. The registration area for the exhibition will be organized at the entrance to pavilion 3. A VIP-zone will operate in the same pavilion, companies will be able to invite their partners to it in order to conduct negotiations in a more relaxed atmosphere. It will also house a collective stand of European manufacturers of pet products, organized by the Italian exhibition company Zoomark.

Last year, already in April, there were no free spaces at the exhibition, and this year the competition has become even tougher. Of course, due to the specifics of the site, increasing in size every year, it becomes more and more difficult for the organizers, they have to come up with options for special development. So, this year we decided to move the Grooming Festival from Pavilion 4.2 to Pavilion 7A. Pavilion 4.2 is a walk-through pavilion, which gives it additional advantages, and makes its study a continuation of pavilion 4. And for the festival, a separate pavilion will be more convenient. By the way, this year the Grooming Festival will sparkle with new colors, its organizers are working on a new interesting program, which will be presented in the near future.

We do not rule out the possibility of moving the exhibition to other larger exhibition venues. We hold meetings with other sites, we monitor, but the transfer of ParkZoo to a new location will lead to a clear increase in the cost of participation. Today, Sokolniki leaves the most affordable prices. In addition, an important factor in the attractiveness of this particular platform is the concentration of all services in one hand, which is convenient for exhibitors. In other exhibition centers, the infrastructure is arranged differently, all services work as separate structures, and it is much more difficult to provide internal logistics when organizing an event. In addition, other exhibition centers are not ready to give us a venue on the dates we are used to. "ParkZoo" historically takes place in September - at the beginning of the business season after a summer vacation. The timing of the exhibition was chosen very well. We really want to make navigation through the entire exposition of the exhibition more convenient, we plan to change the format of the main catalog, bringing it closer to the guidebook format. This is due to the fact that the exhibition is growing in pavilions and visitors will need to not only move from pavilion to pavilion through existing transitions, but also go outside, because pavilions 3 and 7A are located 50 meters from the main pavilions.

We do our best to make the logistics convenient for all pavilions. But 90% of the success of participation in the exhibition is not the location of the stand, but properly organized and planned work at the stand. There is an opinion that if the company's stand is near the stands of the "monsters" of the zoo business, then there will be many visitors and the stand will be noticed. But you need to understand that business representatives who purposefully come to the stand of a large company turn their backs on small stands. To stand next to the giants, it is necessary to think over a set of measures to match them. As organizers of the exhibition, we are always ready to provide information support to our participants, include information about their promotions and events at the stand in the mailing list, put it on the exhibition website, etc. Achieving success is a collaborative effort.

This year, many companies want to expand their exposure to be able to present all the groups in their expanding range. We continue to see the market move towards globalization. The more supply, the more demand. The companies don't just sell the feed, they provide strong sales and service support.

Business Program Raises Common Industry Issues

By organizing a business program, we, in turn, give companies the opportunity, devoting a little time to their product, to focus on general business issues. The first slogan of "ParkZoo" is "We unite the efforts of professionals", therefore business events should be interesting for everyone. Yes, in the market all companies are competitors, but we grow our business only in competition. We must support each other, including by forcing us to move forward.

The day before the start of "ParkZoo", together with the SPZ, we will hold the traditional Autumn Forum of the SPZ. We hope that this year it will attract even more listeners.

The second Russian Pet Business Summit will be held in April

The first Summit, held in the spring of 2017, exceeded all our expectations. We tried to set a high bar for the event, managed to keep it, and all our fears were in vain. Due to the geographical position of the Rosa Khutor resort, it was possible to create a feeling of closeness here, to make the event behind the scenes. And the participants of last year's Summit noted the attractiveness of this venue.

This year we have strengthened the program by inviting speakers of a higher rank. The number of participants is also increasing. But the Summit is a kind of club for owners and top managers of companies, decision makers, so we limit the number of participants to a maximum of 250. If ParkZoo is a b2b exhibition where current business issues are resolved in a particular area of ​​the company's work, then the summit discusses general issues of the industry that concern everyone. There are no events in the summit program that advertise this or that product, we have training programs and speeches related to business expansion opportunities. The theme of the Summit-2018 is "In the fight for 385 billion". The potential of the Russian zoo market is estimated at this amount. Even though our industry is 25 years old, many owners still feed their pets from the table. The resource for market development is huge.

If last year the events lasted 1.5 days, then this year the participants will have a full 2 ​​days plus a "zero" day for those wishing to attend master classes, by appointment and for an additional fee. Due to the increase in participants, we have changed the venue: the Summit will be held in the large conference hall "Moscow" of the Radisson Rosa Khutor hotel, from where events were broadcast during the Olympics in Sochi. This year the gala dinner will be held in one of the halls of the RosaHall concert complex.

The high level of confidence in the Summit is also demonstrated by the loyalty of large companies. If last year we were sponsored by Nestle, this year we already have three major brands - Nestle, Mars and Royal Canin (with the Eukanuba brand).

Traditionally, within the framework of the Summit, informal communication of businessmen is planned during coffee breaks and a gala dinner. Two more months after the end of the Summit last year, we continued to help establish contacts between its participants, who, for example, did not have time to take a business card from their interlocutor. Participation in the Summit is an investment from which results are expected. And last year's participants noted the high efficiency of the event.

Additional information by phone:
+7 495 797 6443, +7 903 729 7096
Email: [email protected]
www.zoosummit.ru




RUS Summary

Natalia Morgunova: The success of the participation in exhibitions is collaborative work

In September the exhibition ParkZoo will take place in Moscow – already for the eighth time. In April pet industry top managers and business owners will gather at the second Russian Pet Business Summit in Sochi. Natalia Morgunova, the CEO of ARTIS Expo, the organizer of these two events, told us what innovations await the participants at these dates.

In 2011, when the exhibition ParkZoo was held for the first time, it occupied one and a half pavilion. This year it will include already 5 pavilions. Last year there was no free space at the exhibition already in April, and this year the competition has become even tougher. Many companies want to increase the exposition in order to present all the groups of their growing assortment. Now companies do not just sell pet food, they also provide serious support for sales and services.

The first Russian Pet Business Summit held in spring 2017 surpassed all expectations of the organizers. Due to the geographical location of the Sochi resort Rosa Khutor the organizers managed to create a sense of exclusivity. The summit is a club for owners and top managers of companies and decision-makers, therefore the number of its participants is limited. This year the number of participants has increased and speakers of a higher rank have been invited to Sochi. There are no advertising events in the program, it includes only trainings and speeches related to the general opportunities of expanding business.