Tips for trade fair participation

Trade fairs are far more than just product presentations - they are strategic platforms that bring compa-nies into intensive dialogue with their target groups.

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A successful trade fair appearance begins long before the first day of the fair - with well thought-out planning and professional project management. The right choice of trade fair, clear objectives and effi-cient coordination of everyone involved are crucial for success.

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A successful trade fair appearance is not confined to the stand - it begins with the right contacts and a structured follow-up. Lead management is the centrepiece of every trade fair participation: It ensures that conversations lead to lasting business relationships.

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A briefing is the common basis for all participants and ensures clear coordination of objectives, expecta-tions and responsibilities. It ensures consistent communication of all relevant information on target groups, key messages and communication guidelines and serves as a binding orientation framework for the entire trade fair participation.

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Successful trade fair participation begins with a well thought-out concept. While the briefings are about "What do I want to communicate and why?", this is all about "How and with what can I achieve it?". It ensures that objectives, messages and measures are clearly defined and that the right target group is specifically addressed.

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A successful trade fair stand is far more than just an area with exhibits - it is a communication space that attracts guests and invites dialogue. The right stand design determines perception of the company and has a significant influence on the success of the trade fair.

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A committed and professional stand team is crucial for successful trade fair participation. They represent the company, establish valuable contacts and make a significant contribution to achieving the trade fair objectives. In addition to professional expertise, appearance, and communication skills, a service-orientated attitude is crucial.

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Exhibiting at international trade fairs opens up new markets and business opportunities for companies. Foreign trade fairs offer direct access to international target groups, strengthen brand presence and pro-vide valuable market information. They are a crucial building block for a successful export strategy but require detailed planning and consideration of country-specific circumstances.

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The success of trade fair participation is not only reflected in visitor numbers, but above all in measura-ble results. Systematic success monitoring is crucial for optimising future trade fair appearances. This includes instruments such as lead evaluations, visitor surveys, competitor analyses, the trade fair portfo-lio analysis, and the AUMA Trade Fair Benefit Check, which compares the costs of trade fair participation with those of alternative marketing instruments.

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