Make sure that you have a clear idea of what your trade fair participation is to achieve. There are different aims you can achieve: communication aims like creating new contacts, presentation aims of new product developments, sales aims, and strategic trade fair aims such as image impact, networking and employee motivation.

What products will you exhibit at the chosen exhibition? Only selected products or your entire product range? Most importantly: would you like to to ship your products/ machines to the country of the exhibition? Think about it before planning your stand!

Calculate your costs while planning your participation. These are the most important cost centers: Basic costs (stand rent, electricity, and registration fees), stand construction/design (graphics, decoration), stand service (external personnel, catering, advertising), communication (telephone, internet), transport (forwarding, insurance, packaging), personnel and travel, trade fair preparation and follow-up (involvement of other departments, special product development).

You should allow enough time for long-distance travel. The main reasons for this are entry and import formalities and health protection. Inform yourself in advance about visa regulations and required vaccinations.

Draw attention to your company’s participation at the exhibition as early as possible! Personally invite existing and potential customers to your stand and download our e-mail banners. and provide giveaways for selected partners and customers at your stand. Above all: advertise across various forms of media - using adverts, PR and especially social media which all emphasize your future orientation.

Make sure that every employee is informed about the upcoming trade fair participation so that they can participate in the preparation. Train your exhibition staff to a highly motivated, competent and friendly team who warmly welcomes visitors into your stand. Think about it – they are making business at the exhibition!

Your stand manager has control over your stand. To be ready for every situation, rely on seasoned staff and prepare your stand appearance thoroughly. Pimp up your stand with eye-catching graphics to attract more visitors! While your own stand is in operation, there is a good opportunity to observe what is happening at the fair. Draw conclusions about the general behavior of visitors and other exhibitors.

Your presentation was a success?  Great! Your work is not done yet though – it is important to evaluate your customer talks right after the exhibition. Do not make your customers wait too long for any information, proposals or documents you promised.