Successful dual strategy
German trade fair organisers offer their event and sector-related expertise not only in their home country but also around the world. Their event strategies are based on those of established international trade fairs in Germany. This enables you as an exhibitor to enter markets far from home, with the assurance of German quality standards under the label “German Trade Fair Quality Abroad". In addition, they develop new trade fair topics that are tailored precisely to specific regions.
Dual strategy of German trade fair organisers
German trade fair organisers pursue three main aims with their dual strategy:
- They demonstrate expertise in selected sectors worldwide
- They attract new exhibitors and visitors for their major fairs in Germany
- They benefit from high rates of growth outside Europe
By putting on an increasing number of trade fairs abroad, German organisers seek to attract the corresponding comprehensive international involvement (exhibitors and visitors) at their major fairs in Germany.
At the same time, German organisers are also demonstrating their expertise in selected sectors worldwide. At locations abroad they can reach companies that would not participate in trade fairs in Western Europe. Moreover, the quality of their trade fairs can then also convince these companies of the merits of travelling to Germany to exhibit at major trade fairs in their sectors there.
Superior services for exhibitors
At German trade fairs abroad, you and your company can concentrate on what you do best – taking care of your customers and your business. Organisers from Germany will handle everything else, which benefits you as an exhibitor in numerous ways. You can rely on their long years of experience in putting on international trade fairs in specific sectors. You can also benefit from their contacts to business associations both in Germany and the target countries, as well as to potential customers in these locations.
German organisers usually also have subsidiaries in regions where they work, which are superbly networked within those countries. They can open doors to customers in areas that have
not yet come into contact with companies from abroad.
German Trade Fair Quality Abroad – the GTQ label
Together with its members that are active abroad, AUMA has developed the German Trade Fair Quality Abroad (GTQ) label. It highlights the strong quality standards of trade fairs organised by German companies in other countries. To use the GTQ label for their trade fairs abroad, AUMA and FAMA members must meet these four criteria:
- They own the basic concept
- They are the main overseer for putting the concept into practice
- They create the budget
- They run international sales
The organisers publish figures on their stand surface areas, number of exhibitors and number of visitors for their foreign trade fairs under the GTQ label.
AUMA trade fair database with all GTQ fairs
AUMA’s database lists the AUMA-certified German trade fairs abroad under the label German Trade Fair Quality Abroad (GTQ). You will find all relevant information for planning your trade fair appearances in this database, including surface areas and numbers of exhibitors and visitors.
Find your trade fair here.
