Trade fairs operate on many levels. Numerous marketing aims can be reached here in a very short space of time. It is therefore essential to make sure that you have a clear idea of what your trade fair participation is to achieve. Aims include contact aims, i.e. who you want to address, communication aims, i.e. what message you want to send, presentation aims, i.e. the issue you want to tackle, sales aims, i.e. how much you wish to sell on which terms, and strategic trade fair aims such as image impact, networking and employee motivation. You are sure to see for yourself that your presence can only have an impact if you decide the direction you wish to go beforehand by sensibly weighting your aims.
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