Spielwarenmesse: How to exhibit successfully – 10 steps to certain success at a trade fair

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How to exhibit successfully – 10 steps to certain success at a trade fair

from Daniel Gundelach

In the following, we present ten success factors for exhibiting at trade fairs and we give practical tips on how exhibiting firms can manage these factors to their benefit.

Exhibiting at trade fairs is one of the most complex marketing tools of all. Because it involves multi-dimensional communication, there are many points at which adjustments can be made that will have a decisive influence on the factors determining success.

In practice, preparing to attend a trade fair is often not a major priority, especially in small and medium size companies, because no specific resources have been allocated to it. In consequence, we see that at least some of the potential of the trade fair as a platform for communication and acquiring new customers remains unexploited by exhibiting companies.


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