The centrepiece: the participation concept

Successful trade fair participation starts 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.

Defining the trade fair objectives determines the choice of communication channels and media. A targeted mix of analogue and digital formats increases reach and strengthens brand presence. Hybrid concepts combining online and offline worlds offer new opportunities for effectively addressing visitors.

Artificial intelligence (AI) provides support through data-based analyses and automated processes. It helps to refine the target group approach and optimise processes. Sustainability is also becoming increasingly important: resource-conserving stand design, climate-friendly materials and energy-efficient technology help to make trade fair presentations fit for the future. A well-founded participation concept ensures that all measures are optimally interlinked and ensure long-term success.