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Step 4: Budget and organisation

Planning is everything, both in business and at trade fairs! Take the topic of money: financial factors are of course a critical consideration, e.g. costs for stand and stand hire, for transporting products, for service personnel and their expenses. However, the central question for your planning has to be: what would it cost to achieve your aims using other marketing instruments? An objective cost-benefit analysis is required! Speaking of analysis, clear figures are also required for organisational purposes. In order to maintain an overview of the preparation, stand operation and follow-up work, you should create a precise schedule listing all important tasks, from punctual registration and insurance matters to transport logistics and booking tickets and accommodation. 

Results of a study carried out by the ifo Institute on the overall economic relevance of exhibitions in Germany

Companies from all around the world make considerable investments to participate in trade fairs in Germany. Exhibitors and visi-tors spend a total of around 14.5 billion euros a year. 

Exhibitors account for the majority of expenditures, investing a total of 9.6 billion euros per year to participate in trade fairs in Germany. Some 30.3% of this go to stand construction and complementary services, followed by stand rental including incidental expenses (21.2%), personnel (15.6%) and accommodation/meals (13.5%).

You don’t know how successful your fair was… then why not carry out a Trade Fair Benefit Check!




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