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Step 7: Communication and visitor marketing

Trade fair organisers spend a significant part of their budgets on visitor advertising. The communication work aims to achieve as broad a response as possible among the media and potential visitors. 

The organiser advertises for the trade fair or individual focus areas, but not for individual companies. 

It is therefore up to you to promote your own participation in the run-up to the trade fair and to inspire the public to visit the stand.

The most urgent questions that a trade fair communication concept must answer are:

  • What do you want to communicate?
  • How do you want to achieve this?

If exhibiting companies develop coherent concepts that are tailored to relevant target groups, the chances of encouraging them to visit the stand are good. 

Note: We have tips and working aids ready for you in chapter 7 of our brochure Successful Participation in Trade Fairs.

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