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Step 2: Objectives of trade fair participation


Trade fair participation always achieves a whole range of goals, and most of these are oriented toward marketing and sales goals, with the clear demand for personal contact or direct communication with visitors, as well as a live experience of products, brands and companies.

The target group of the exhibitor plays an additional role in determining the contact objectives. The question is: What is your company’s target group and which contacts would you like to meet at the trade fair to generate contacts.

Further goals can be derived from the key role trade fairs play. They offer clear added value compared with other marketing communication tools and reflect the key factors of attending a trade fair in person.

  • Presence at the most important industry event
  • Perception in relation to competitors
  • Networking with all stakeholders in the industry
  • High-quality live contacts
  • Interactive experiences
  • Experience with all senses
  • Unexpected encounters

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