Ralph Steinert: We get started early on with our planning for the trade fair. That way, our sales department knows early on which items are going to be put on show and it allows our staff to make appointments with specific people in advance.
We also define a motto for each trade fair that focuses on the most important product line. Around three weeks before the trade fair, we send out invitations by post to a select group of customers and design the mailing around the motto. This creates a recurring theme and a recognition effect amongst visitors to the trade fair stand. In order to be easy to find in print and digital documents, we order the logo package offered by Spielwarenmesse. We also use walking acts, which are primarily deployed away from our trade fair stand.
About the walking acts…you used your unicorn Theodor as a walking act at the Spielwarenmesse in 2019. In what way were you able to profit from this?