Spielwarenmesse: How can exhibitors offer trade fair visitors the best service?

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  Movers & shakers

Movers & shakers

How can exhibitors offer trade fair visitors the best service?

from Spielwarenmesse eG

The best services are offered by companies that take a close look at their customers' habits. Exhibitors can also tailor their presentation at the trade fair to the needs of trade fair visitors. The prerequisite for doing this is knowing how buyers get ready for and experience a typical day at the trade fair. We interviewed Sabine Gauditz, a buyer of non-book articles for the bookselling trade and a visual marketing designer, who is constantly combing through trade fairs. She runs around exhibitor stands, special shows and lectures non-stop and, by the evening, no longer knows whether she's coming or going.


Spielwarenmesse®: How do you get ready for your visit to the Spielwarenmesse®? Are there any aspects that would surprise exhibitors?

Portrait Sabine Gauditz

Sabine Gauditz: Unfortunately, our day-to-day business operations leave us very little time for preparing and planning for the trade fair, but this certainly won't come as a big surprise. I take a look at the hall occupancy in advance, so I can plan my path through the fair as effectively as possible. I draw up a rough plan for important exhibitors, because, for example, they caught my eye in previous years on account of their inspiring stand design. I also schedule the times for talks and events, so I can keep up-to-date with the latest topics of the retail sector and how to present goods.

 

Could you briefly describe a typical visit to a trade fair for you?

S. G.: If there's a special show or a trend show, then that's my first target. Then it's on to the halls that have the most interesting exhibitors for me. I almost always go through these halls systematically, aisle by aisle. Always with my eyes peeled, on the lookout for new products, interesting companies or assortments for that special product image. For me, a trade fair visit is 60% purchasing and 40% inspiration and discovery. That's why I don't make any fixed appointments at the stands beforehand. This is mostly likely also because I buy toys as an additional range, and when it comes to purchasing, ordering from one particular person is almost never important. I assume that everyone at the stand is equally competent and able to answer my questions. If there's an interesting talk, I'll set aside time for it. And if there's any time left, I'll go through all the remaining halls in search of suggestions and ideas.

Ms Gauditz, thank you very much for the insights into one of your typical trade fair days.


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