15700 version 2
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Organise and coordinate participation in trade shows
Level
5
Credits
10
Purpose
People credited with this unit standard are able to: select a trade show to
participate in; formulate a plan for participation in the trade show; implement
the plan for participation in the trade show; and implement evaluation, followup leads, and compile reports after the trade show.
Subfield
Tourism
Domain
Tourism Conventions and Incentives
Status
Registered
Status date
19 March 2010
Date version published
19 March 2010
Planned review date
31 December 2015
Entry information
Open.
Accreditation
Evaluation of documentation and visit by NZQA and
industry.
Standard setting body (SSB)
ServiceIQ
Accreditation and Moderation Action Plan (AMAP) reference
0078
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Special notes
1
Assessment against this unit standard must take place in a conventions and
incentives industry workplace. Evidence of competency in this unit standard cannot
be demonstrated under simulated conditions in a training provider environment.
2
Definitions
Conference and/or convention refers to a formal meeting or assembly of attendees
for consultation, discussion, or for some special or occasional purpose which
includes a minimum of 50 attendees, two days duration, and the use of a venue.
 New Zealand Qualifications Authority 2016
15700 version 2
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Conventions and incentives industry refers to organisations involved in the
management, marketing, or implementation of conventions, conferences, or
incentives.
Incentive is a global management tool that uses a reward to motivate and/or
recognise participants for increased levels of performance in support of
organisational goals.
Industry practice refers to the expected standards of performance required of a
professional working in the conventions and incentives industry. An indication of
criteria for standards may include but is not limited to – documented workplace
policies and procedures, industry codes of practice, and drafted constitutions and/or
codes of ethics of industry associations, such as those produced by the following:
Meetings and Events Australia (MEA), Sydney, http://www.meetingsevents.com.au.
International Congress and Convention Association (ICCA), Amsterdam,
http://www.iccaworld.com.
International Association of Professional Congress Organisers (IAPCO), London,
http://www.iapco.org.
Society of Incentive and Travel Executives (SITE), Chicago, http://www.site-intl.org.
Conventions
and
Incentives
New
Zealand
(CINZ),
Auckland,
http://www.conventionsnz.com.
Qualified leads refers to a defined contact and/or accurate project information about
a sales prospect, and may or may not include a formal introduction to the prospect by
the contact of the lead on your behalf.
Suppliers refers to a person or organisation that supplies products, materials, or
services required by an organisation. Suppliers can be external or internal to the
organisation.
Trade show refers to a marketplace or forum where products and/or services are
displayed for purchase or promotion.
Venue refers to any place where a conference, convention, or incentive is held.
3
The following websites can be used to support this unit standard:
New Zealand Trade and Enterprise website at http://www.nzte.govt.nz.
Exhibition and Event Association of Australasia website at http://www.eeaa.co.nz.
4
The following resources can be used to support this unit standard:
McCabe, Vivienne; Poole, Barry; Weeks, Paul; Leiper, Neil. The Business and
Management of Conventions (John Wiley & Sons, 2000).
Professional Convention Management Association.
Professional Meeting
Management: Comprehensive Strategies for Meetings, Conventions and Events. 5th
Edition (Kendall/Hunt, 2006).
5
A
list
of
additional
recommended
http://www.tcc.co.nz/ServiceIQ.
texts
can
be
found
at
Elements and performance criteria
Element 1
Select a trade show to participate in.
Performance criteria
 New Zealand Qualifications Authority 2016
15700 version 2
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1.1
Criteria for selection are established in accordance with the organisational
marketing plan.
1.2
Trade show options are identified which match established criteria.
1.3
A trade show is selected which best meets all established criteria.
1.4
Registration and documentation is completed in accordance with trade show
procedures and industry practice.
Element 2
Formulate a plan for participation in the trade show.
Performance criteria
2.1
The market opportunities offered by the trade show are researched and
analysed in accordance with marketing objectives established in the
organisational marketing plan.
Range
may include but is not limited to – trade show visitors.
2.2
Operating budget is created in accordance with overall budget parameters.
2.3
Activities and resource requirements associated with participation are
determined in accordance with marketing objectives established in the
organisational marketing plan.
2.4
A plan is formulated which specifies the anticipated outcomes and justifies the
investment.
2.5
The plan details evaluation procedures for performance against expected
outcomes.
Element 3
Implement the plan for participation in the trade show.
Performance criteria
3.1
Liaison undertaken with suppliers enables the requirements of the plan to be
met.
3.2
Coordination of personnel meets the requirements of the plan.
3.3
Coordination of collateral meets the requirements of the plan.
3.4
Promotional activities associated with the trade show are carried out in
accordance with the plan.
3.5
Coordination of on-site arrangements is consistent with the plan.
 New Zealand Qualifications Authority 2016
15700 version 2
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3.6
End-of-show activities are carried out in accordance with trade show
organisation requirements.
3.7
Sales prospect information is gathered in accordance with identified outcomes
and marketing objectives established in the organisational marketing plan.
Element 4
Implement evaluation, follow-up leads, and compile reports after the trade show.
Performance criteria
4.1
Qualified leads sourced from the trade show are categorised in accordance with
marketing objectives established in the organisational marketing plan.
4.2
Follow-up requirements are established based on the evaluation of the
categories and potential.
4.3
Follow-up is implemented in accordance with the organisational marketing plan.
4.4
Reports are compiled in accordance with the organisational marketing plan and
the requirements of report recipient.
Please note
Providers must be accredited by NZQA, or an inter-institutional body with delegated
authority for quality assurance, before they can report credits from assessment against
unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be accredited by NZQA before they can register
credits from assessment against unit standards.
Accredited providers and Industry Training Organisations assessing against unit standards
must engage with the moderation system that applies to those standards.
Accreditation requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact the ServiceIQ qualifications@serviceiq.org.nz if you wish to suggest
changes to the content of this unit standard.
 New Zealand Qualifications Authority 2016