Trade shows are a time-efficient and cost-effective way for sellers to sell and for buyers to buy. Everything you say and do on a trade fair will influence a prospect’s perception of your company, its people and capabilities.

You should attend trade fairs to

• promote your company
• learn about your business sector (competitors, products…)
• boost sales with new markets and clients
• launch new products
• find joint-venture partners
• identify new distributors and dealers
• find new product development ideas
• seek venture capital and
• network with decision makers

Trade fair objectives should be defined prior to the fair. Equally important is also the definition of the target group you want to reach. Its important to communicate the objectives to the stand personnel before the fair.

There are quantitative trade fair objectives like ‘increase the number of concluded sales’ or ‘increase the turnover’. In additon to quantitative objectives qualitative trade fair objectives such as making contacts or collecting market information also play a big role.

Target groups are end-consumjers, wholesalers and retailers, sales agents, suppliers, press and public. The communication concept (advertising messages, advertising material and composition of the team) should be designed according to the defined target group.

Trade shows represent a significant opportunity to enhance brand and product awareness, promote new and existing products and generate sales.

• establish clear goals, plan your strategy and measure your return on investment
• implement memorable marketing initiatives
• choose the best type of exhibit displays that meets your promotional needs and budgetary requirements
• effectively utilize display accessories, banners, graphics, lighting, design and materials to highten visibility
• select giveaways that complement your company image and message
• ensure those working at the show are well trained

At the trade fair be self-confident, open, welcoming and presentable. Don’t be pushy but respond to your visitor’s needs and motives. Everyone of the team should be communicating the same message. Keep your teeam’s enthusiasm high for the whole of the trade fair!

Follow up is essential. Reply quick to customers; send letters of thanks together with requested information and invitations to further discussions and meetings.

Write a short report about the experiences you have made at the trade fair.