The Exhibition Manager

The exhibition manager clearly carries a great responsibility. He or she must be in total command and the final mediator in all matters relating to the exhibition, with the authority to approach and negotiate with all concerned whether they be in-house executives or outside personnel. They must be recognised as the person who takes the ultimate decision. Control of the stand and the budget is his prime responsibility. If every person who is likely to come into contact with the stand builder is allowed to request additional items or alternations without consulting the exhibition manager the extra costs could undermine the project. Professional designers and contractors recognise that the exhibition manager has the final responsibility for all orders relating to the stand.

Once appointed, the exhibition manager (EM) must prepare a script, which will be developed into the exhibition brief. To do this, the EM needs to consult all the department heads and ascertain their opinions, requirements and the space they wish to have in order to accommodate their requirements. It is essential that the EM balances the requirements of the various departments in accordance with company policy and objectives. A great diversity of views will be found. The sales manager normally sees it as an opportunity to increase sales. They will all consider their view to be correct, which is why it is essential to have the company chief executive supporting the choice of the person deputed for this role. It is the firm that will be on display and the projected image should favour the company.