Trade fairs achieve a direct response from target groups and obtain immediate conclusions from an analysis of the market in a way that differs from any other medium. A trade fair is clearly defined in terms of where and for how long it takes place, so how successful you are is easy to measure and evaluate. The point is to establish as comprehensive a picture as possible of the visitors on your stand, of their aims and their interest in your products, and to compare it with your company’s aims. This will also let you draw conclusions as to how effective your advertising and invitations were. A comparison will be made of the number of invitations and the number of visitors who consequently visited your stand. The same applies to visitors who were attracted by other PR measures, e.g. advertising and catalogue entries.
Unfortunately, monitoring one's success at a trade fair is not particularly widespread, even though evaluating your participation is just as important as the decision on whether to take part in the next event.
So now we have come full circle. Only by defining your aims is it possible to define your success.
Help is available from the AUMA Trade Fair Benefit Check. With the Trade Fair Benefit Check it is also relatively easy to calculate and evaluate your participation in future or past trade fairs.
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