Before we present our 5 concrete tips for successful trade fair marketing, we would like to briefly clarify two questions: What is trade fair marketing and what are the goals of trade fair marketing. This way, our tips for trade fair success can be categorized immediately.
Content:
- What is trade fair marketing?
- Goals and tasks in trade fair marketing
- 5 tips for successful trade fair marketing
- Conclusion: What is needed for successful trade fair marketing?
What is trade fair marketing?
Trade fair marketing comprises the well thought-out conception and implementation of marketing strategies for trade fair appearances with the aim of expanding the customer base and establishing business connections. An appealing stand design, meaningful advertising materials and captivating interactive elements are key components in attracting visitors and effectively communicating the benefits of products or services. The lasting success of a trade fair presentation depends to a large extent on a precise target group analysis in advance and a structured follow-up after the event.
Goals and tasks in trade fair marketing
Trade fair marketing pursues a variety of strategic goals that go far beyond immediate sales success. The central tasks and objectives include
- Increasing brand awareness: presence at trade fairs significantly increases the visibility of the company and its products in the industry.
- Acquisition of new customers: Trade fairs offer a unique platform for personal interactions that can be used to gain new business contacts and potential customers.
- Maintaining and improving the brand image: direct contact with visitors makes it possible to actively and positively influence the perception of the brand.
- Expanding the business network: trade fairs are ideal opportunities to deepen existing business relationships and forge new partnerships.
- Conducting market research: Direct exchange with customers and competitors provides valuable insights into current market trends and customer needs.
These multidimensional objectives underline the strategic importance of trade fair marketing as an integral part of a company’s marketing mix.
5 tips for successful trade fair marketing
Trade fairs are still an important instrument in the marketing mix of many companies. They offer the unique opportunity to make personal contact with customers and interested parties, present products and position your own company. But how do you make your trade fair marketing successful? Here are five key tips that will help you make your next trade fair presence a complete success.
1. Plan well ahead
Successful trade fair participation begins with thorough and early planning. Ideally, you should start preparations at least six to twelve months before the event. This gives you enough time to:
- Develop a clear trade fair concept
- Plan budget and resources
- Design and equip your stand
- Secure better stand locations at the trade fair and take advantage of any discounts for early bookings
- Develop and initiate accompanying marketing strategies for the trade fair
- Create marketing materials
- Train and prepare your team
2. Know the location and your target group
In order to design your trade fair marketing effectively, it is essential to know the target location and your target group precisely. Do thorough research:
- Who are the typical visitors to the trade fair?
- Which industries and companies are represented?
- What are the current trends and challenges in the industry?
- What cultural particularities need to be taken into account at the trade fair venue?
- What opportunities are there to position your brand as prominently as possible at the trade fair, in the exhibition halls and in the city?
3. Adapt communication and media mix to target group and event
A successful trade fair appearance requires a well-thought-out media mix. Tailor your communication channels and content to your target group and the type of event. Take this into account:
- Social media channels for pre-event communication and live updates
- Press releases and specialist articles in relevant media
- Email marketing for personalized invitations
- Printed materials such as flyers or product catalogs
- Digital presentations or interactive displays at the trade fair stand
- Outdoor advertising (digital and analog) in the trade fair city and especially in front of the exhibition halls
Make sure that your messages are consistent across all channels and reflect your brand identity.
4.Generate attention
At a trade fair, you are competing with many other exhibitors for the attention of visitors. Therefore, use creative and eye-catching elements to stand out from the crowd:
- Develop a unique stand design that represents your brand
- Plan interactive elements such as virtual reality demonstrations or live product tests
- Organize prize draws or competitions
- Use eye-catching displays or modern technologies (e.g. holograms) to create eye-catchers
The more you appeal to visitors’ senses, the more likely you are to be remembered.
Also use additional placements beyond the trade fair stand to appeal to visitors in multiple ways. These include, among other things:
- Participation in debates, lectures or panel discussions
- Sponsoring or article placement in the trade fair catalog
- Placement of advertising media on the exhibition grounds, around the trade fair and at touch points
5. Address the target group and customers directly and invite them specifically to the trade fair
Personal contact is the heart of every trade fair. Take the opportunity to address your target group and existing customers directly and invite them specifically. But how do trade visitors find their way to your stand to talk to you?
- Send personalized invitations by e-mail or post
- Offer exclusive benefits for visitors to your stand, such as special trade fair discounts or VIP treatment
- Use social media to arouse interest and generate anticipation
- Contact important customers personally and arrange appointments at the trade fair
- Create incentives for visitors, such as the presentation of new products or exclusive networking opportunities
- Take advantage of advertising opportunities at the most important touch points for national and international trade visitors on their way from the airport, via the main railway station to the trade fair station, to inform visitors once again of the location of your stand (hall and stand number).
The more targeted and personalized your invitations are, the more likely it is that your target group will visit your stand.
Conclusion: What is needed for successful trade fair marketing
With these five tips, you are ideally equipped to make your trade fair marketing successful. Remember: a trade fair is an investment in your brand and your customer relationships. With careful planning and creative implementation, you can ensure that this investment pays off for your company.
So, which trade fair is on your agenda? Perhaps even the ITB in Berlin? ITB will take place in Berlin from March 4-6, 2025. If you are attending here, then you have already completed most of the steps on our list. But what about organizing your presence outside the exhibition grounds? In our next article, we will take a closer look at the placement of out-of-home advertising at trade fairs and ITB Berlin in particular. So stay tuned.
Do you have any questions or are you interested in outdoor advertising for trade fairs and events? Please use our contact form below or give us a call: +49 30 22 45 89 97.
We will be happy to answer your questions and send you a non-binding offer.