Set Objectives

The trade fair objectives should be coordinated within the scope of medium-term corporate planning with the corporate and marketing objectives. Trade fairs as multifunctional dialogue instruments make it possible to put the focus on communication objectives. At the same time, it is necessary, however, to formulate objectives so clearly that success can be measured (sales, number of contacts, number of new customers acquired).

Trade fair participation

• Selection of trade fairs
• Budget
• Procedure and time schedule
• Selection of exhibits
• Registration and organizational registration
• Fair stand
• Stand personnel
• Public relations and communication
• Follow-up and motoring success

This is achieved by formulating objectives for four different areas:

• Communications
• Product design
• Pricing and terms
• Distribution

In the following points, the most important themes are named. You will find detailed information in the "Successful Trade Fair Participation Made in Germany" brochure and on the CD-ROM "Messe fit - Ready for Trade Fairs". 

Select Trade Fair

The system of international trade fairs and regional exhibitions with wide variations in coverage which is to be found in Germany, presupposes careful selection and preparation, especially for first-time exhibitors.

The facts and figures provided by the Society for the Voluntary Control of Trade Fair and Exhibition Statistics (FKM) simplifies participation planning. Audited trade fair statistics and, above all, visitors structural analyses facilitate the evaluation of events which come into question.

Budget

Budget planning is part of the careful preparation for trade fair participation. Cost factors, in addition to basic costs such as stand rental and energy supply are costs of stand construction, furnishing and design, stand service and communication, transport, handling as well as personnel and travel costs.

Time schedule

The organizational processing of a trade fair participation breaks down into three phases:

• preparation
• stand operations and
• follow-up

Even if the trade fair date is still far off in the future, sufficient time must be scheduled for the preparations.

In the time schedule and plan of action - broken down according to tasks - all activities are determined in their chronological sequence. The time required will also be calculated. All deadlines to be planned in advance will be registered with date of completion and responsibility, including the erection and dismantling dates set by the organizer.

A plan to be prepared includes all relevant aspects which, within the framework of good preparation for a trade fair, are absolutely essential.

The total time necessary prior to the trade fair is determined by that area of activity which requires the longest advance planning (stand concept, exhibits). The other sub-activities include time buffers, i.e. the start of these activities can be varied according to the time needed.

Select exhibits

The definition of the exhibition programme is carried out analogously to the marketing and trade fair aims.

The exhibition programme is derived from the answers to the following questions:

• Can the entire product range be shown or should selected, attractively illustrated problem solutions be presented?
• What is absolutely essential to show?
• What is new, improved, superior to the competition?
• What must be specially featured?
• Which product corresponds with the future need of the target group?
• Was the current trend taken into account (economically, technically?)
• Are the design, coloration, packing correct?
• Should special trade fair models be manufactured?
• What has to be explained on text panels, displays, videos? Can the products be practically demonstrated?
• Which auxiliary and operating materials are necessary for that (electricity, gas, compressed air)?
• How much space will be needed for it?

The list of the exhibits then determines the space requirements and the stand concept.

Registration

For the conduct of the trade fair participation, a wide range of services is available, from stand constructor via freight forwarders right through to interpreters.

Many German trade fairs are rapidly fully booked. An early registration is therefore advisable. Depending on the rotation, the deadline for application is six to eighteen months before the event. Since the space required is necessary for the registration, based on the list of exhibits a rough stand concept should be prepared.

In the event of joint participations, registration should be effected by the institution responsible for the organisation.

Trade fair stand

The trade fair stand as the company's business card should correspond in terms of size and furnishing with the exhibited products and the importance of the company. In the technical execution the stand must by perfect and correspond with the standard of the competition. The focus is on the customer-friendly presentation of the exhibits.

The trade fair stand should appeal to the eyes and ears and can also make an emotional appeal to the visitors. A trade fair stand can:

• impress - without being ostentatious
• appear modest - without looking poor/miserly
• be inviting - without appearing obtrusive
• appear rational - but not derogatory
• put on a show - but without ballyhoo

Stand personnel

Competent stand personnel ensures the success of a trade fair participation.

The more motivated and qualified the exhibitor's stand personnel is, the greater the opportunities for high sales results and new contacts. A targeted selection and intensive training of the stand personnel is just as important as an effective presentation of the products.

Public relations

Advertising and public relations are an indispensable part of participation planning. The approach to potential visitors must be planned just as intensively as the stand concept.

Through public relations and advertising, the trade fair companies create a broad resonance in the media and thus reach potential visitors. The organizer can only advertise for the fair as a whole, however. Each individual exhibitor must inform his respective target group about his stand and the range he is exhibiting in advance of the event.

Success monitoring

As there are still numerous companies which fail to define their participation in concrete terms prior to the event, substantial potential for the optimal exploitation of a trade fair participation is left unused.

Unfortunately, the monitoring of trade fair success cannot be taken for granted, although it serves the purpose of assessing the participation and the decision as to whether participation at the next event makes sense. Anyone who fails to define participation objectives, cannot measure his success.

The basic idea is that exhibitors should first be clear in their own minds which objectives they wish to achieve, to what extent they wish to achieve them and how they can measure their achievement.