KOLEJ VOKASIONAL IPOH

PERSIARAN BRASH
31400 IPOH
PERAK

KERTAS PENERANGAN
( INFORMATION SHEET )
KOD DAN NAMA
PROGRAM /
PROGRAMS CODE &
NAME
TAHAP / LEVEL
NO. DAN TAJUK UNIT
KOMPETENSI /
COMPETENCY UNIT NO.
AND TITLE

FB-018-3-2012 SALES AND MARKETING OPERATION

LEVEL 3

C06 PRODUCT MARKETING

NO. DAN PENYATAAN

AKTIVITI KERJA / WORK
ACTIVITIES NO. AND
STATEMENT

1. IDENTIFY PRODUCT MARKETING REQUIREMENT

2. CARRY OUT PUBLIC RELATION ACTIVITIES
3. CARRY OUT BOOTH PROMOTION
4. CARRY OUT PRODUCT TESTING ACTIVITY
5. EVALUATION PRODUCT MARKETING ACTIVITIES
EFFECTIVENESS
6. PREPARE PRODUCT MARKETING ACTIVITIES
REPORTS

NO. KOD / CODE NUM.

FB-018-3-2012/C06/P(3/6)

TAJUK/TITLE :
Carry out booth promotion
TUJUAN/PURPOSE :
This Information Sheet is intended to describe on:
i. Event exhibitions locations and calendar
ii. Company procedure as an exhibitor
iii. Location of exhibition venue
iv. Tools & material needed for exhibition setup
v. Booth setup

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PENERANGAN/INFORMATION :
1. Event exhibitions locations and calendar
1.1 What is exhibition?
Exhibition is a public display of works of art or other items of interest, held in an art
gallery or museum or at a trade fair.
1.2 Why exhibition important?
Every event has a purpose. A concert gives music lovers, a chance to hear their
favorite artist sing live while a conference is a great way to impart information,
gather feedback, and generate new ideas through discussions. A gala gives people
the opportunity to socialize and build connections while an exhibition or a trade
show gives people an opportunity to learn more about products and services they
may want to buy immediately or in the near future. The benefits of exhibition for
sales and marketing are:
-

Perfect platform to launch a new product or service

Great way to meet thousands of new buyers in a short period of time

Excellent places to network with potential buyers and client

Opportunity to inform and educate all attendees from industry buyers to

general public about the benefits of your products and services.

Ready feedback

Instant sales

1.3 How to search for available exhibition?

By using the internet we can surf and download any relevant event calendar
for our product. For example, we can surf the Midvalley Exhibition Centre to
download the event calendar and match it with the product we want to
promote. There are few things that we need to know before we consider
any exhibition such as:
-

Our product
What are the products that we want to promote. For eample IT based
product, Health product, Beauty products or sports product.

The exhibitions
Once we know and have the products match it to any exhibitions available
throughout our country.

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Venue / location
Choose a strategic location

Availibility of the time and date

Choose the right time and date

2. Company procedure as an exhibitor

Every exhibitor has procedures, guidelines and rules that they have to follow before
participating in an exhibitions. These are the basic procedures and guidelines for
exhibitor :i)Terms of reference
In these terms and conditions for exhibiting, the term "Exhibitor" shall include all
employees and agents of any company, partnership, firm or individual to whom
space has been allocated for exhibiting.
ii) Application & email enquiry
Applications

should

be

sent

to

organizer

via

mail

or

email.

iii) Allocation of exhibit space

Organiser allocates spaces according to the order that payment is made after the
acceptance of enquiry/space contract and in accordance to the terms and
conditions stipulated in the signed space contract, and then the final booth will be
confirmed.
iv) Cancellation
Cancellation will only be accepted under unavoidable circumstances. In the case of
canceling the exhibition, exhibitors should inform the Organiser in writing.
v) Installation and moving-out
The installation and moving out of exhibits and booths must be completed by the
date and time stipulated by the Organiser.
vi) Exhibitors display and products
Exhibitors shall provide descriptions of their exhibits before the construction of the
exhibits and ensure compliance with regulations and restrictions on booth design
and activity. Exhibitors shall also agree to provide the Organiser with the necessary
information to facilitate the overall promotion.
vii) Insurance, security and safety
Exhibitors are required to subscribe to all risks insurance policy on all equipment
and products present during the Exhibition as well as during set-up and tear-down.
The Organiser shall not take responsibility for any loss, theft, or damage to any

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articles/assets belonging to the Exhibitor. Materials used in stand and display

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construction must be properly fireproof in accordance with the local fire and safety
regulations. The Organiser shall reserve the right to limit any constructions or
demonstrations that considered to be potential safety hazards and to conform to the
local authorities and hall owners by-laws, laws and regulations
viii) Use of exhibit space
Exhibitors are bound to exhibit the announced products and to staff the stands with
competent personnel during the opening hours of the Exhibition. Activities of the
Exhibitor shall be confined within the limits of the Exhibitor's booth. The exhibits will
be consistent with the theme of the Exhibition and the Organiser reserves the right
to restrict exhibits which the Organiser considers to detract from the general
character of the Exhibition. Exhibitors placing advertisements must not contradict
the general guidelines and theme of the Organiser.
ix) Supplementary
When necessary, the Organiser shall have the right to issue supplementary
regulations in addition to those contained in the RULES and REGULATIONS.
x) Disputes
Any dispute, difference or question arising hereafter between the Organiser and the
Exhibitor concerning the true construction of these RULES AND REGULATIONS or
the rights and liabilities of the parties there to shall be governed by the laws of
Malaysia and the parties shall submit to the non-exclusive jurisdiction of the courts
of Malaysia.
3. Location of exhibition venue
The location of the exhibition venue is important because we need to consider all the
cost for the exhibitions. Such as the cost of handling promotional materials,
transportation and wages for promoters. We can search the internet for various
exhibition venue that is related to the product that we want to sell. We can even
download their calender of event to plot any exhibition that we want to participate.
These are few example of location:

Mines Convention Centre

Mid Valley Convention Centre

Tourism Malaysia

KL Convention Centre

PWTC

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4. Tools & material needed for exhibition setup

4.1

Determine which products you intend to display at the exposition. These

products should be complementary to the objectives you are trying to achieve at that
exposition. The graphic message should also reflect these objectives. Know the
challenges your customers are facing and clearly show how your products provide
solutions to their problems. Graphics should state product benefits clearly and
concisely. Remember, the graphic message may be the one thing that draws
prospective customers into your booth. Leave detailed product applications and
technical information to handout materials to keep your display graphics simple and
readable. Remember to include your product name on your exhibit.
4.2

Displays and signs. At the very least, have at least one large banner

stating clearly who or what you are promoting. Additional displays can help to inform
your audience, too. Don't expect anybody to read large amounts of text while
wandering by a booth. Instead, use large, eye-catching graphics and save the details
for your flyers. A consistent look and feel between your different displays will help give
your booth a unified, complete feel..
4.3

Giving away free gifts is a good way to attract attendees to your booth and

build name recognition. Even the smallest of gifts can serve as an advertisement for
your company long after the exposition. The gift does not have to be very expensive.
Items such as pens, highlighters, mouse pads and posters are inexpensive but
accomplish the purpose. We can also held mini competition and games for people
who visit our booth.
4.4

Professional promotional videos are another way to attract visitors to your

booth. Video panels may be mounted into exhibit back walls and other areas visible
to the attendee. Often a video will entice a person to stop and learn about your
company. Videos should be very short in length, 35 minutes maximum to hold
attendees interest.
4.5

If you want people to contact you and remember you after the event, plan to

hand out business cards, flyers, or brochures relating to your message. Bring
more than you think you will need.

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A canopy. If your event is outdoors, a portable canopy, tent, or gazebo is

indispensable for keeping the sun (or rain) off. It will also help you look more official
and professional. If it can match your organization's colors or just be brightly colored,
it will help make your presence that much more noticeable. Be sure that you learn in
advance how much space the event will permit you to occupy.
4.7

A table and chairs. Again, the event organizers may provide these, or not. If

you're not sure, ask.

4.8

Tie downs and tools. If you know you will be assembling your own booth,

table, or displays, makes sure to bring the tools you'll need. Screwdrivers, pliers, and
an adjustable wrench could come in handy. Scissors, packing tape, safety pins, and
rope are good ideas, too. If you're not sure what you need to assemble your booth,
do a dry run in advance at home or at the home office. Note: With current aviation
restrictions, make sure that you pack assembly tools in your checked luggage, not
your carry-on, to avoid hassles. Nothing worse than having any tools that will be
useful at the show for assembly confiscated due to safety restrictions.
4.9

A cart or dolly. Especially if it is a large event, don't assume that you'll be

able to park anywhere close to your booth. A hand cart or dolly will help to bridge the
gap.
4.10

Electricity and water. Make sure there are source of power and also lots of

bottle water for you and the staff working at your booth.
5. Booth set up
5.1 Before the event:

Create checklist in setting up the booth. Checklist must be done before the
event so that we can check for anything that we have missed.(Index 1)

Sign up early. Find out well in advance what is required to run a booth
at the event you wish to attend. Apply and pay any fees ahead of time. Now is
the time to contact event organizers with any special requests. If you need
lighting or electricity in your booth, for instance, be sure to request it well in
advance. If you need a sound system, refrigeration, vehicle access, or

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anything else besides your designated space, ask for it right now! If you have

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a choice of booth locations, choose the one that will have the most traffic.
Failing that, try to be near other booths or concessions that will attract the sort
of traffic that you want.

Keep track of all costs associated with the event, including booth rental,
travel, hotel, giveaways, food, fees, etc. When the event is over you will want
to compare its cost and results with other events to decide if you want to
return.

Create a booth space that displays your products where they can be
easily identified and accessed. Offer an inviting, comfortable atmosphere
for your prospects and customers to enter your booth space and spend time
with you. Be creative and innovative!

Prep your help. Let them know what they're offering the public, whom they're
approaching and how, where the various facilities nearby are, and when to
arrive. They'll be speaking for your organization as experts, and they'll come
across more professionally if they're informed, even if they are volunteers.

Dress for success! Try to staff your booth with attractive people who are
attired appropriately, yet draw attention. This will set your booth and
organization apart from the maze of other booths and make you part of the
show. If your organization has a uniform or even a t-shirt, wear it, and
encourage your colleagues to do the same. Customized t-shirts are relatively
inexpensive to produce even in low volumes. Dress alike. Even if you simply
agree to wear jeans and a t-shirt in your organization's color, you'll look more
like you are meant to be there.

5.2 During the event

Show up early. Give yourself plenty of time to set up the booth and scope out
the facilities before the crowds descend. Being fully set up as soon as the
doors open means that you will not waste event time fumbling with displays or
boxes instead of communicating your message.

Look at your booth from outside. Once you've set up, walk outside and see

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your booth from the point of view of your visitors. Are your signs clearly visible

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from the different directions where people will approach? Is your booth
inviting? Do you have any distracting loose ends showing?

Clean up your own area. Put yourself in the shoes of the staff for a largescale event or venue. Then, dismantle your own booth at the end of the event
and make sure any leftover litter or debris makes it into the trash. It's good
manners and it will help to keep the event organizers and venue staff on your
side for next time.

SOALAN/QUESTION:
1.

What can you gain from doing exhibitions?

2.

List three things that you need to set up a booth.

RUJUKAN/REFERENCE :
1. http//www.ask.com, 18 September 2013, 10:00
2. http//www.marketingprofs.com, 18 September, 10:00
3. http//www.saylersemployment.com, 18 September 2013, 10:05