How to organize your first exhibition: tips from a professional artist. How to exhibit your work in an art gallery? We take into account all aspects

* Calculations use average data for Russia

Participation in a trade exhibition can be a good way for a company to promote its products, so this type of business is in demand, and the exhibition organizer can count on a constant influx of customers. At the same time, the exhibition can cover completely different types of human activity, so there is always the opportunity to find some niche that is not yet used by competitors.

The exhibitions present exhibits related to the economic sphere, including agriculture, and scientific, technical, and even culture. Sometimes holding an exhibition event becomes the most effective advertising move, while it is visited mostly by potential customers who can get acquainted with products (and even services) right on the spot and make a choice. All this makes the exhibition business promising and becoming more widespread.

However, in large cities, as a rule, there are already large exhibition complexes that are known to most large enterprises, and participation in the exhibitions of this major player is already the key to success. But even in this case, the newcomer has a chance to conquer his market segment by opening a new niche or by playing on the provision of more profitable services. Not every entrepreneur can afford to participate in a major exhibition, because the price of entry is usually very high for a successful exhibition organizer.

In this regard, a properly advertised exhibition will also be able to attract its visitors, while the price of its organization will be much lower than in a well-known complex. Some entrepreneurs, especially in the field of art, even specially organize exhibitions such as underground, which attracts their own, certain, different contingent from the main one. Moreover, such an event can become even more successful than the one known throughout the city. In general, the organization of exhibitions is a kind of art. The art of advertising. With a creative approach and a good marketing concept, even seemingly uninteresting events can be promoted.

Any beginner who wants to organize exhibitions also has the opportunity to choose the most convenient scheme of work for him, and even with a small start-up capital, he can break into this relatively unfree market. However, having studied it in more detail, it becomes clear that almost all possible niches are occupied only in cities of federal significance (but even there, in the case of an original idea, there is an opportunity to gain popularity), while in other settlements there are usually one or two large trade and exhibition complexes. , known to any resident of the city, and several exhibitions "of interest", which deal only with a certain area or topic. That is, in the regions, practically nothing prevents creative people from taking their place, providing partners and their consumers with something new and original.

Exhibition business is a concept that can combine several related, but slightly different types of activities. An important difference is whether a trade show or a cultural show is organized. At the same time, even economic enterprises can organize a simple exhibition of their exhibits (for example, advanced developments), the purpose of which is, although drawing attention to their products, but not selling them. And vice versa, an exhibition of paintings, for example, can be entirely aimed at the implementation of the exhibited exhibits.

Ready-made ideas for your business

But it is better for an entrepreneur to try to deal with as many possible options as possible, because it can be very difficult to attract partners who are ready to exhibit their exhibits, especially at first. Later, having occupied a certain niche and earned a name, it is worth thinking about a selective approach to those wishing to participate in the exhibition. At first, it is better to take on any idea only if it is not actively used by competitors.

To get started, you need to register as a business entity. In this case, it is possible to register both an individual entrepreneur and a legal entity, the preferred of which is an LLC - a limited liability company. This is due to the fact that it is these forms that are allowed to use the simplified taxation system and pay 15% (of operating profit) or 6% (of income) in favor of the state. For this, it is worth allocating about 20 thousand rubles, part of this amount will go directly to pay the state fee, part - to other bureaucratic expenses. In terms of time, the registration procedure rarely takes more than one month.

For work, the code (OKPD 2) 82.30 Services for organizing conferences and trade exhibitions is used, but you can also enter (OKPD 2) 93.29 Other entertainment and recreation services. In the first case, as is clear from the definition, it will be possible to work by directly organizing trade events, in the second case, offering visitors simply to get acquainted with the exhibits. If there is no desire to deal with all legal issues on your own, you can contact a specialized company that will register the entrepreneur as soon as possible and even provide legal assistance. But, of course, all this will not be free.

For further work, it is worth deciding whether the entrepreneur will have his own premises or will constantly rent new sites. In the first case, he will have the opportunity to fully manage his building, hold exhibitions at a convenient time for business, and even use the site for other purposes, and not just for exhibitions. Otherwise, you will have to find a new room for each new event and negotiate with the owner about daily or even hourly rent.

Ready-made ideas for your business

In this type of business, it is ideal when a businessman already owns a large room - at least 100 m 2, but even such a site can be called small, because some exhibitions are held on areas up to 700 m 2. Then the entrepreneur is faced with the task of equipping the existing building for the purposes of his business and not wasting time and money constantly searching for premises and arranging them. Moreover, this is beneficial only if the premises are not rented, because you have to pay rent monthly, and this will be an extra waste of money, because sometimes events take place every few months. Therefore, if you do not have your own venue, it is better to rent it directly only for the event itself, renting out the already rented premises. But there will be difficulties with the delivery of equipment and its installation.

The site itself should be located in business or central areas of the city, because visitors will not go to the outskirts for the sake of the exhibition (or rather, a much smaller number of them will go there). Therefore, you should expect that the cost of rent will be very high. Today in large cities it is not a problem to find a room that is purposefully rented by the hour for exhibitions, while 100 m 2 are rented at a price of 2 thousand rubles per hour. In smaller towns, this amount is slightly lower.

The cost of rent will be included in the cost of entry for participants, therefore, in this aspect, the entrepreneur does not actually risk his own funds, but an overly expensive "entry ticket" can scare away many potential partners. If we take into account a long-term lease, then you can find a large area (about 500 m 2) worth even up to 10 thousand rubles a month, but you need to rely on the fact that the landlord will provide literally bare walls. However, for the exhibition it is even more likely a plus. In some cases (especially during the warm season) exhibitions can also be held outdoors or in non-equipped premises (for example, in an unused parking lot). Usually in such cases, they look for the cheapest options, because they still have to be constantly re-equipped for the purposes of each specific exhibition. If there are several million, as already mentioned, the premises can be completely redeemed as property. In case of failure, it will still be a good investment, because investments in real estate.

You can also find special offices that rent out premises directly for events. In this case, not only the cost of renting the premises itself is calculated, but also the furniture and equipment provided by the landlord that he has at his disposal. Usually these are universal things, but in some cases the landlord will even be able to provide shelving and display cases, which saves the businessman from having to bring his own - and this is a significant savings in transport and labor. In general, if you have to constantly rent new premises, then you will have to have your own, albeit a small one, because such an office will store not only the necessary equipment, furniture and other accessories, but also special devices that allow you to produce promotional materials.

Ready-made ideas for your business

This should include a machine for large-format printing (the cost of a machine is from 400 thousand rubles) and the corresponding peripherals. The entrepreneur will have to produce a large number of promotional products, and in this case it is not always profitable to work with a third-party printing house. The purchased printing equipment will allow them to engage in an additional activity (which can bring additional income) and print leaflets, banners and posters on their own. Partners will appreciate this opportunity, because for the exhibition they will need a lot of printed materials to advertise their products and services. Since in the minds of the participants of the exhibition the belief has been developed that the organizer takes on all the advertising, we have to comply with this. The main thing is to make it clear that the organizer directly advertises the exhibition itself, and the participant must also deal directly with the advertising of their products.

A typical chain looks like this: the organizer finds the participants, then turns to an advertising agency, which, in turn, orders the printing of products in a printing house. So, the maximum profit can be obtained if the last two participants in the chain are excluded altogether, therefore the exhibition business also involves the development of advertising and its printing within the same production. But, if the organizer does not have enough funds to establish such an enterprise, you will have to turn to intermediaries.

Many people will be involved in the organization of the exhibition itself. The entrepreneur himself, perhaps with his assistants, should be entirely engaged in the search for exhibitors. It all depends on what format of the exhibition will be used. Some firms are ready to arrange an exhibition entirely dedicated to its activities. Exhibitions that are dedicated to a particular field of activity work well, while competitors will participate in the same territory and try to attract visitors to their stands. How they achieve this is the task of their performers, but together with the organizer certain rules for the exhibition are established. There are even exhibitions that cover several areas of human activity. Exhibitions of works of art deserve special mention, but at such sites they also turn into a commodity.

To make the exhibition work, you need to hire a lot of auxiliary workers who are ready to bring inventory, install equipment and do other power work. It is important that the exposition is properly arranged, because the visitor should not walk around it very quickly or get lost among the stands. Usually, the participants themselves attract employees who introduce visitors to the exhibits, hold quizzes and draws, sell products or hand out souvenirs. But the organizer’s employees should monitor the progress of the exhibition and observe its rules, if necessary, it is even worth attracting a private security company to provide security guards for the duration of the exhibition, because brawlers can show themselves everywhere. If any background music is expected, broadcasting of any materials and the like, then you need to hire operators who deal with technical support. The organizer also bears the burden of providing visitors with basic conditions - that is, the presence of a working bathroom and buffet, or at least a vending machine. At the same time, this can also bring additional profit.

Marketers are constantly working in the office, who monitor the market, identify market needs and find out which exhibitions will be relevant in the near future, which exhibitions will be held by competitors, what type of events are not of interest to the population. After determining the type of exhibition, they must provide the organizer with a program to promote the exhibition. However, ATL techniques are good here, while discussing with the participants what kind of contingent they want to see at the exhibition. Will they be ordinary people, among whom there will surely be at least a few interested, and the rest will become sources of word of mouth, will they be potential business partners or directly ready to purchase consumers. But one way or another, in each case, you need your own advertising campaign, which can use various methods.

The trade show is designed not only to provide consumers with the products of the participants, but also to maintain or improve the company's image, stimulate sales growth, and even allow the manufacturer to become closer to the buyer. However, as noted above, some companies tend to simply show their achievements and participate in the exhibition only to maintain their name. Some exhibitions generally exist for the aesthetic pleasure of visitors - we are talking, of course, about exhibitions of culture and art (although for some, the aesthetic pleasure is to observe advanced technological products). In direct proportion to this, the organizer's source of income is established.

The simplest scheme for receiving money is when the organizer receives a fixed amount for organizing the exhibition. Most often, this is possible in cooperation with one participant, who pays simply for the demonstration of his products and does not aim to sell the product. He will pay the agreed amount according to the contract, and will not require any reports. It is similar to the activity of an advertising agency.

Perhaps the most common option is when participants pay for "entrance" to the exhibition, after which they deduct funds to the organizer, depending on the effectiveness of the event. In this case, after the exhibition, you will have to hire extras and analyzers who will provide a detailed report on the success of the event. And, finally, there is a scheme whereby tickets sold to direct visitors become a source of income. It is clear that this is possible only if the exhibition was of a cultural and entertainment nature. This is probably the most risky scheme of work, because the entrepreneur may not get anything at all. In some cases, the entrepreneur even works only for a percentage of the goods sold by the participants, although this, most often, is unprofitable for him.

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Come up with a concept

If you are suddenly pierced by the thought of opening your own exhibition, the main thing is to calm down. Soberly think about the idea, and most importantly, the concept of your project.

In early June, I successfully closed a session on the master's program "Art Criticism and Curating" at St Petersburg University and realized that the impending Manifesta 10 biennale this summer would not let the city die from a lack of contemporary art. But the curatorial activity soaring in the air aroused the desire to debut with his own project.

The idea for the exhibition was born almost immediately: the theme of the study of urban space was close to me, and several works of familiar artists popped up in my memory. After the concept was formulated, I invited five young artists to take part in the project. Fortunately for me, each of them agreed to work with me.

In the world of contemporary art, there are three pillars of your professionalism. The first is the display of works created by the artist specifically for a specific curatorial idea. The second is a demonstration of previously unexhibited works. Well, the coolest is the discovery of new names - promising authors who have not yet been exhibited. This was the young photographer Oleg Leinov, who has studied at the FotoDepartament fund. Unexpectedly for myself, I managed to comply with all these unspoken rules.




Find a site

The next burning issue for every exhibition organizer is the premises. Naturally, a novice curator, like me, should not immediately count on the white walls of respectable commercial galleries or the halls of the Hermitage. Do not despair! Contact your acquaintances and friends who have exhibition sites (during your studies, did you develop professional connections?).

In my case, the artist and curator Viktor Kudryashov turned out to be the most open to cooperation. He gave me the space of his independent gallery "Joint Existence" in the art-cluster of Artmuz for two weeks. The name of the gallery, by the way, reflects my personal conviction that in the world of domestic contemporary art, much rests on friendly ties and mutual assistance. Before the opening of my exhibition, I helped Victor with the organization of his personal exhibition.




Carry out information training

Mine didn't go to waste. I will reveal a well-known secret to everyone: the curator is also a PR manager, and a coordinator, and a production manager, and even an installer. In other words, multifunctionalism will become your second self.

I recommend that you start by writing a press release, which I sent to the city's online media. As soon as the information appears in the media, be prepared for calls and letters from acquaintances with a request to include their work in the exhibition.

So another name appeared on my list of participants - Sasha Zubritskaya. Her series “The Law of Paired Cases”, devoted to the systematization of many graffiti tags found in different European cities, accurately reflected the concept of the exhibition.




Notify the art community

The opening date was inexorably approaching, and it was necessary to personally notify the art community and friends about the upcoming event. Use both digital technologies and the old-fashioned way - paper invitations.

A good friend shared the role of designer with me, and together we created invitation cards, which were then handed out at the opening days of other exhibitions. Facebook is the main way to spread information. Start an event of the same name, add information about the artists and their works presented at the exhibition. Speaking of texts: the curatorial text is the scope of work that needs to be given enough time. It is in it that the curator can explain his intention and prove that each work in the exhibition space did not appear by chance, but is an element of a verified idea. I created a small explication for each of the six participants, in which I explain how this or that work relates to the exhibition as a whole.




Rip out montage

The finish line before the opening is the installation of the exposition. We started it two days before the exhibition, and the main difficulty was that three of the six artists were not in St. Petersburg at that time. So I had to invent a system for hanging graphics by Asya Marakulina, who went to an artistic residence in Belgium, on my own. The artist set a fair condition - the paper cannot be glued or perforated.

I recommend a simple design of ordinary badges and double-sided tape. Also, be prepared for the fact that installation is one of the most time-consuming stages. In general, curating contemporary art means drilling, gluing and painting on your own.

In my case, it stretched right up to the last few hours before opening. The only thought in my head was: “It was not worth uncorking last night a bottle of sparkling wine from among those that were prepared for the opening day.” For her series, artist Sasha Zubritskaya proposed an original idea to recreate a fragment of the urban environment in a gallery: she attached her works with magnets to crumpled sheets of metal found in the loft courtyard.




Hang out at the vernissage

The final touch is to change the look of “curator’s workdays” to “beautiful artlife”. I spent the last hour before the opening day checking the readiness of all the exhibits, adjusted the sound level in Viktor Kudryashov's video art, and the artist Evgenia Machneva perfected the look of her seven-meter trellis, dedicated to the route of tram No36.

Ten minutes to seven: I pour sparkling wine into glasses. At seven o'clock the most punctual guests arrive, among them my parents - naturally with a bouquet. Debut anyway.

"Joint Existence" is gradually filled with guests: artists, curators and art critics, friends and just spectators. According to the laws of a social event, I flirt between visitors, introduce everyone and get to know people myself. My unplanned acceptance speech was a sign of a novice curator, and I definitely won’t repeat it next time. For two hours there was active communication in the gallery, everyone was interested in the authors, there were questions about prices, and I spontaneously acted as a gallery owner. My first exhibition has opened, and it seems to be successful, but I realize this only the next day, when I come to a deserted gallery and sit down to work inside my own exhibition.

Whether you're showcasing your own work or the work of other artists, hosting an exhibition is a uniquely enriching experience. Although bringing together so many elements so that it all forms a coherent whole and at the same time makes sense, it can be anything but simple. Therefore, when you organize an exhibition yourself, it is extremely important that you have a plan of action. Once you've decided on a theme for your exhibition, you can accept applications from interested artists, choose a suitable venue for the event, and launch an advertising campaign to ensure your collection is seen and appreciated by as many people as possible.

Steps

Part 1

Art Search

Choose a unifying theme. A well-thought-out art exhibition is characterized by a well-traced theme that ties the different pieces together and gives the feeling that they are part of a whole. Think about what message your exhibition should convey. It can be an image or a phenomenon, a feeling or a certain visual technique.

Choose the most impressive work. Select a few of your best or most recent creations to show. If you are running a solo exhibition that should focus on your own work, you will need 10 to 30 paintings to show to the public. The theme of the exhibition must be displayed in each copy.

Contact local artists to provide exhibit materials. Do some research looking for creative people in your area who might be interested in exhibiting at your show. A collaborative effort can be a great opportunity for many different artists to present their art at one event, resulting in a more diverse and complete selection.

Work through different channels. Your exhibition should not consist solely of canvases and drawings. Feel free to include the work of photographers, sculptors and other figurative artists. A wide selection of works will give the cooperation a dynamic atmosphere and bring more joy to your clients.

• The best solution is to take on works that can be framed, hung on the wall and sold. Although you can also invite poets or musicians to perform at the event, especially if their work complements the theme of the exhibition.

Part 2

Event organisation

1. Decide on the date and time. Organizing an art exhibition requires an exhausting amount of coordination, so be realistic about the time frame you set for yourself. It's a good idea to start planning your event at least 2-3 months in advance so you have enough time to prepare. If possible, choose a date towards the end of the week, when many people have a day off and people are looking for things to do in the city.

   Book a venue. Start looking for a suitable venue for the exhibition. The most obvious solution is to rent a studio or an art gallery, but remember that the choice is not limited to traditional art locations. You can ask in restaurants, cafes, cultural centers, churches and business centers and find out if they would like to help organize this event.

   Rate your work for sale. The purpose of the exhibition is not only to show the artist's works, but also to sell them. Once you have an exposure, it is worth considering how much you value each piece. Try to set prices that are acceptable to both you and the buyer, taking into account the painting technique, technical complexity and labor invested in the creation of this work.

   Let the rumor go. Let people around you know that you are working on an exhibition. You can mention this at a personal meeting or post information about the event on your pages on social networks. In some cases, cooperation with the administration of the venue is possible - they can make sure that the news reaches a wider range of visitors through their website, press releases and official announcements.

   Part 3

   Holding a successful exhibition

   1. Ask for help. Enlist the support of volunteers, as well as the help of professionals: movers, framers and lighting experts. Together, it will be easier to cope with coordinating the unloading and loading of work, placing the necessary equipment and displays in the provided place, monitoring works of art so that they are not damaged or stolen. A dedicated team can lighten your burden, and their (the team's) presence ensures that the event goes off without a hitch.

      • In addition to movers, it's a good idea to hire a photographer or cameraman to capture the event on film, as well as a music band or DJ for unobtrusive musical accompaniment.
      • Delegate tasks and responsibilities to a team of volunteers so you have the opportunity to put the finishing touches on the cooking.

   2. Prepare your exhibition space. Your first order will be the installation and placement of works in the designated place. Based on this, you can adjust the lighting so that each work is well lit and clearly visible. Imagine how you want visitors to see and interact with the space, then think about the final layout that will meet the goals.

   3. • As with everything related to the exhibition, when compiling the menu, you need to take into account the location. Also think about what kind of atmosphere you want to create (casual or formal) and what kind of outfits you want your attendees to wear.
      • More reputable art galleries sometimes cover the cost of food at big events.
   • It is highly recommended to take out liability insurance for the location where the exhibition is held. Thus, you will not be held responsible if something happens to the guest, the painting or the room itself.
   • Plan, buy, arrange delivery, cleaning, framing and placement as early as possible to reduce the stress associated with the approaching date of the event.
   • Wrap your artwork in bubble wrap to protect it during transport to and from the venue.
   • If you are not afraid of public speaking, give a short speech at the opening. Thank the guests for coming, then take a few minutes to briefly explain the chosen topic, introduce the artists you have collaborated with, and your overall vision for this project.
   • Consider selling other merchandise (t-shirts, bags, pins, etc.) that might be of interest to people who don't intend to buy original art.

   Warnings

   • Be sure to warn future visitors if the exhibition features "adult" themes that are not suitable for young viewers.

Vera Khairutdinova

Artist, member of the Creative Union of Artists of Russia, designer. For 6 years of exhibition activities, she organized and held 29 solo exhibitions, 9 of which were in China.

Top tip for aspiring artists: don't be afraid to showcase your work. I am sure, following the further plan, you will fulfill your dream and hold the first exhibition.

How to tell about yourself

Write a resume

Include in it information about the place of study, about exhibitions indicating the time, place, name. You must have been involved in group activities. Constantly update your resume, add new art-related events, and delete less important ones. Also write about internships, master classes, prizes, awards, if any. Add your photo.

Write a biography

Briefly tell us about yourself. Literally half a page: write about who you are, where you were born, where you studied. Probably, some of your works are in private collections (even if you donated them) and, possibly, in different cities of Russia or abroad. Add this information as well.

Prepare a booklet

An optional item, but it allows you to brightly and colorfully present information about you. Post your photo, a photo of one or more paintings. Add brief information about yourself, what you write, contacts, mention your website or pages on social networks. A good option is a two-sided leaflet in A5 format. More informative than a business card, and also inexpensive.

Get social media pages

If there are, post photos of paintings more often. Very interesting shots in the process of writing, in the open air, pictures of paintings in the interior. Ask to be photographed at work. Shoot short videos.

Sign up for artist portals

Perhaps some of the other visitors will want to purchase your work. The main advantage of such sites is that when your name is entered in search engines, your pictures will be among the first links in the search results. You can use these sites to post your work:

How to prepare your work for an exhibition

Decorate the pictures

Paintings need to be framed in baguettes, for watercolors it is better to add a passe-partout. Don't forget fasteners. Recently, I switched to canvases with a gallery stretch, 4 cm thick.

With a gallery stretch, the edges of the image go to the ends of the stretcher and no baguette is required

I kill several birds with one stone: I save on decoration (baguettes are not cheap) and facilitate the transportation of paintings. The frames are heavy and fragile, they are easy to damage, it is necessary to protect the corners with special corners, and if, then we count every kilogram. And canvases with a gallery stretch are lighter and more convenient for transportation and packaging. In addition, in modern interiors, such works look stylish.

Put your signatures

Be sure to sign on the front of the work. On the back, indicate the last name, first name, title of the work, size of the picture (first the height is written, then the width), material (for example, “canvas / oil” or “watercolor / paper”), year. You can sign with charcoal, then be sure to fix it with a special spray or hairspray so that it does not crumble.

Take a picture of the paintings

The best thing to do is professional photography. Good quality photos can be used for catalogue, album, booklets, prints (creating copies) or when printing on clothes and accessories.

But such shooting is expensive, so at first you can take pictures yourself. For shooting, it is better to take the work outside and shoot in the shade. Then cut off the excess and process in a photo editor. Make sure the colors in the photo match the actual colors in the painting.

To store photos of paintings, create a separate folder on your desktop. Pictures can be pre-arranged into collections - so you can always quickly find the ones you need. For photographs of paintings in the interiors, also create a separate folder, as well as for pictures from the open air and your photos at the easel.

Make a list of jobs

Make a list of all your paintings in a table format. Can be sorted by collection or year. So you yourself will understand how many paintings you have, and put things in order. In the table, indicate the number, name of the painting, year, size, material, if necessary - cost, attach a photo. I add notes to paintings when they are sold or placed in the collection. Be sure to mark the paintings that you donate to an exhibition or somewhere else.

What else you need to consider when preparing for the exhibition

Name

Come up with a name for the exhibition in accordance with the style and theme of the paintings. Select works according to the concept so that together they look good and logical. Make a separate list according to the principle described above, only include in it those paintings that you want to show at this exhibition. Write about how the idea of ​​painting came about, a story about the collection.

Site selection

There are many opportunities to exhibit for free: exhibition halls, galleries, business centers, libraries. Ask questions by mail or phone, come in and meet in person, ask if the staff can post your work or recommend who to contact. Show your paintings.

If you are in Moscow, you can contact Valery Senkevich, the head of the Art in Nature project, or at the Izo Art Gallery in the Romanov Dvor Business Center - for a small amount of money you can participate in a group or personal exhibition.

Packing and delivery of paintings

Take care of the packaging in advance. Of course, it all depends on where and how you are going to transport the paintings.

• If the works are framed in a baguette, protect the corners - a small chip on the frame can ruin the whole look.
• If you are delivering by car and not very far away, a layer of plastic wrap and bubble wrap will suffice.
• If you are transporting over long distances, transport companies suggest adding cardboard packaging or a rigid crate.
• When transporting paintings abroad, do not forget to issue an export permit. In Moscow, this is done by the College of Experts on Cultural Property. The cost for artists is 500 rubles per painting, but sometimes there is an opportunity to cheat. Works from one series can be issued as a diptych or triptych and paid as for one painting.

The location of the paintings

Think in advance how your work will hang. From the floor to the center of the picture should be 140-150 cm. Check the lighting. It is best to use spotlights. If you exhibit in the gallery, they will definitely help you with hanging.

Press release

The first press release was helped by specialists. The text should contain the name of the exhibition, brief information about you, what will be presented, the address, duration, opening date, telephone number. Further press releases can be done independently on the example of the first.

invitations

Issue invitations to the opening of the exhibition. Include the name, address, time, phone number, what other events are planned (I often invite fellow singers to perform). And send out! It is very nice. I prepare in advance a list of those whom I want to invite, and note who agreed to come and who did not. So you can roughly calculate the number of guests in order to determine the number of drinks and snacks for the buffet.

Photographer

Be sure to invite a professional photographer. Pictures from the exhibition can be posted on pages in social networks and sent to guests and friends. These photos will remind you of you and your event.

Shooting video

A nice addition to your portfolio, although not essential. If you still decide to make a film about the opening of the exhibition, discuss with the operator in advance what you want to see in it, what close-ups are important to you, interviews with which people. In general, write the script for your evening and the movie. When you apply for the next exhibition, do not forget to attach a link to it.

Your image

Think over your appearance in accordance with the concept of the exhibition and its venue. If necessary, contact a stylist who will take care of the hair and. Such details will help you create an integral image that will definitely be remembered by guests and will delight you in photographs for a long time to come.

Opening speech and communication with guests

Greet the guests, briefly talk about the paintings. Don't forget to thank the people who came to you. Pay attention to each guest, walk around the hall, get acquainted, communicate, find out how the person learned about your event. And be sure to enjoy your evening!

buffet

Of course, you can do without it, but usually guests come to the event after work, and a glass of water or a glass of champagne will not hurt. It all depends on your budget, you can add pastries and snacks. Guests will appreciate such signs of attention.

closure

Conducted on request. You can invite those who did not get to the opening.

Of course, the organization of the first exhibition is an exciting and difficult event, but at the same time it is a new level of professional development. Think about where you would like to see your paintings, tell your friends about your plans, ask people related to art for advice, send resumes. In general, knock on all the doors and show your creativity. And then the first exhibition will be the beginning of a series of exciting events that will open up new facets of your talent and give you many amazing acquaintances and discoveries. Good luck to you!

Exhibition is the only unique and universal event in which all marketing tools can be used. Often, participation in the exhibition does not require huge costs, but the correct and responsible preparation for the exhibition allows you to achieve significant results: increase sales, introduce new products or services, improve the image of your company, form a network of dealers or distributors, explore the market, etc.

There are many reasons why you should take participation in the exhibition.

Exhibitions provide an opportunity to:

• sign contracts with potential partners
• bring a new product to market
• find new customers and partners
• develop a new line of business
• encourage staff activity
• get information about the current situation on the market
• support local sales agents
• meet business partners, etc.

Where are the exhibitions held?

Industry specialized exhibitions most often carried out in two major exhibition centers (complexes) in Moscow: Crosus Expo or Expocentre. (link calendar of exhibitions in Moscow>>)

If you first made a decision participate in the exhibition, we will try to explain the simplest concepts that you will have to deal with when preparing for an event.

Preparing for the exhibition

How to participate in the exhibition correctly, how to effectively hold the exhibition and get excellent results? Tips and advice for exhibitors/exhibitors.

First of all, it is necessary to identify specific and realistic goals that you intend to achieve with participation in the exhibition. The most common of them:

• present a new product or service
• replenish the customer base
• find new partners
• announce your company
• analyze a certain market segment, etc.

Of course, your company's goals may be unique.

Once the main goals have been determined, it will be useful to sketch plan their achievements, by selecting suitable tools for you, to prepare stand attendants for work at the exhibition. Undoubtedly, you are well aware of the basics of marketing and advertising, and we would not like to repeat simple truths, so we will give just a small example as an illustration.

Suppose your company is new to the market. In this case, it would be logical to focus on the stand in order to draw as much attention to it as possible. To do this, you can pre-book a “favorable” place on the plan, having studied in advance where the entrance to the pavilion, toilets, food points, that is, places where visitors gather, are located. It may be helpful to know where industry leaders and competitors are located.

How to set up a stand at an exhibition

The stand of a new participant should be catchy and bright. In the design of the exhibition stand can be used colored pasting, lighting, bright banners, beautiful and stylish furniture..

Exhibition stand(standard stand, exclusive stand) - this is the face of the company at the exhibition, it largely characterizes its position in the market, its potential, ambitions, opportunities, so many participants are focused on building an exclusive stand.

To design the company's exposition, you can use additional equipment for exhibitions: collapsible exhibition structures or a mobile exhibition stand. If the format of the exhibition and the budget allow, the desired effect will be achieved by exclusive development.

In the photo, the exhibition stands of the participants of the exhibition “…. – 2011, 2012”,
exclusive exhibition stands, non-standard building.

How to determine the size of the stand?

Often an exhibitor finds it difficult to determine and choose the size of an exhibition stand, because has no idea how the stand (exposition) will look like.

Exhibition stand size is determined based on the budget, technical need: demonstration of the equipment brought, arrangement of booklet holders, negotiation area, reception and the number of employees at the exhibition.

small stand(from 6 to 12 sq.m.) will allow you to compactly place information: posters, an information desk, a chair.

Medium stand(from 12 to 18 sq.m.) allows you to place showcases with product samples, several conference tables.

Large exhibition stand(from 20 sq.m. and more) - this is a large exhibition area for the work of a group of managers, includes negotiation areas, product demonstration areas, determines the company's level in the industry market.

Rules of work at the exhibition, for the staff of the participant

Probably, you have attended many events, and you will agree that it is not enough to attract visitors to the stand, you need to be able to work with them. Because we would like to recall the main staff rules at the exhibition.

It will be great if the employees of the participating company are neat, friendly and attentive to each visitor.

Before the exhibition, conduct training for employees, explain to them the goals of participation in the exhibition, the functions of each of them, who represents your target audience, etc. Awareness by employees of the goals of participation, methods and principles of work at the exhibition can turn your stand from an ordinary "showcase" into a springboard for moving towards new customers and new markets.

Employees must be communicative and well-informed about the company's activities, products and services. It's great if they are experienced salespeople. The exhibition is visited by different people, and the ability to determine the type of visitor and keep his attention is an important component of success.

If the exhibition is international, knowledge of a foreign language will obviously not interfere.

Even if a visitor passes by your stand, it is important for him to feel that you are interested in him. Then you will become interested in him. While waiting for visitors, you should not get carried away with phones, tablets, reading extraneous literature or eating directly on the table - no polite person will want to distract you, and you will probably not notice him. That is why we propose to build up small utility rooms for catering at the exhibition (company stand) or use specialized catering points on the territory of the exhibition center.

When communicating, show your interest, conduct an active dialogue, invite the visitor to send materials by e-mail - you will receive his contact information in advance and even save printing, which is often refused to take because of its impressive weight. If you promise to contact the interlocutor after the event, be sure to do it. If you want the name of your company to remain in the memory of a person, the letter must reach him within 48 hours. During the exhibition, contacts should be systematized in order to remember their owners and not to miss anything important.

If at the exhibition you plan to negotiate with foreign visitors and partners, then you need to take care of the presence of an interpreter at the company's stand in advance.

Visitor attraction

We recommend making direct phone calls to key partners and customers and informing them that your company is participating in the exhibition. Definitely, your website should contain information that the company will take part in the exhibition and what you will represent there.

Of course, whatever the goals of the company, as a rule, exhibitors expect from participation in the exhibition to increase sales and meet new customers. Often the organizers have to hear complaints about the insufficient number of visitors. Indeed, one of our tasks is to conduct an advertising campaign and attracting the target audience to the exhibition.

However, do not forget that it is the participating company that should take care of a sufficient number of guests at each specific stand. For this we offer:

Publication of information about your company on the exhibition website;

We provide an unlimited number of free invitation cards so that you can make a targeted mailing to potential partners and customers in advance and invite them to visit your booth.

According to some experts, industry media should not be neglected either. You can send press releases or other informational materials about your company's activities for publication in industry media, especially if they are media partners of the exhibition. In this case, you can arrange an interview during the event or a report about the company itself. Thus, even before the start of the event, you will have the opportunity to make a tight schedule of meetings and negotiations at your stand.

Evaluation of the effectiveness of the exhibition

Summing up and evaluating the effectiveness of exhibition activities.

It is worth remembering that after the exhibition is over, your work does not stop. To consolidate the emerging successes, it is necessary to act without delay. Arrange the next meeting with people you are interested in, send letters of gratitude for the interest shown to all new "acquaintances". Every visitor who pays attention to your products or services deserves attention. Often, after participating in an exhibition, a lot of business cards with promising contacts accumulate, but when you return to your usual work schedule, you forget about them, wanting to deal with urgent issues that have accumulated during your absence. The designation of priorities, of course, is your right, but remember that business cards, contacts established at the exhibition, very quickly lose their relevance.

In summary, we can say that exhibitions are a great opportunity to promote a company in a particular market, provided:

• If participation in them is planned in advance.
• If some of the visitors go to the exhibition specifically to your stand, while others do not leave a chance to pass by.
• If the staff knows how, wants and is ready to work at the exhibition.
• If during the exhibition accurate and informative recordings of negotiations are prepared, "hot pursuit" of which work immediately begins.