Trade fairs have not lost their role in corporate marketing. On the contrary, more than ever, they have a future after the pandemic. However, changing needs and new digital habits of exhibitors and visitors make trade fair participation more complex. Exhibitors need to be aware of changing customer needs and translate them into target group-specific concepts. They have to use new tools and technologies sensibly. With its publication "Successful Trade Fair Participation", AUMA offers a guide to basic trade fair knowledge. The brochure, which was produced with the support of consultants and trainers with trade fair experience, has now been updated.
The guide for trade fair preparation for exhibiting companies addresses digital components and the climate-neutral "green" trade fair participation in particular. The classic phases of mapping out the objective, planning and organising, budgeting, deciding about manpower and support for the stand as well as monitoring the success are, of course, among the essential components. The book also contains a checklist for trade fair costs, a timeline for trade fair participation, a checklist for advertising and communication measures as well as templates for meeting notes and practical working aids.
Conclusion: Maximum trade fair success is achieved with the best possible preparation.
From the contents
- Trade fairs in the marketing mix
- Objectives of trade fair participation
- Selection and decision criteria
- Planning and organisation of trade fair participation
- Digital extensions and hybrid trade fair participations
- Sustainable trade fair participation: challenges and benefits
- Communication and visitor marketing
- Stand operation
- Follow-up and success control
Download of the compendium free of charge in either language here:
A summary for a quick start is also available at: