Spielwarenmesse: Customer invitations – an integral part of trade fair communication

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Customer invitations – an integral part of trade fair communication

from Daniel Gundelach

Nothing at a trade fair is more inefficient than chance and hope. However, with a targeted customer invitation exhibiting companies ensure that they can welcome the 'right' visitors on their stand.

Trade fair companies invest a large slice of their budget in advertising the event, and they make every effort to attract a large number of professional visitors to the fair. But this does not automatically mean that these visitors communicate with all the relevant exhibitors. This is why, precisely in the case of large-scale fairs, it is essential for exhibitors to be actively involved in marketing their own presence and drawing the attention of potential visitors in advance to the fact that they will be exhibiting at the fair, thus encouraging them to visit their stand.

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