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Step 1: Trade fairs in the marketing mix

Nearly 85% of the German exhibiting companies consider trade fairs as important or very important in their BtoB-communication. They think all other instruments are less important except of their on website.

Is taking part in a trade fair therefore also one of your marketing options? That depends. If you want to acquire new customers or raise your profile, they are essential. After all, these are the aims pursued by 83% respectively 81% of all trade fair exhibitors. Cultivating contacts with regular customers and presenting innovations are almost equally important. This leads us to the second point you need to consider:  

You should only exhibit at fairs if you are really able to impress people with your products and services.

Ultimately, trade fairs exist for benchmarking purposes. Point three of your analysis: check to see where your competitors and potential customers are represented. 

In short, participation is worthwhile if you wish to present innovations to a wide spectrum of customers.

Trade fairs in the marketing mix


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