Phase 6 - During the trade fair

Observe what is happening at the trade fair

While your own stand is running, there is a good opportunity to observe what is happening at the trade fair. Draw conclusions about the general behaviour of visitors and other exhibitors:

• Size of the trade fair catchment area
• Quality of the exhibiting companies
  - origin, specialisation, products on offer, type of presentation
• Quality of contact with visitors: Trade visitors, interested public or family outing
• Attractiveness of the trade fair for visitors and exhibitors, level of awareness and organisation

Interviews and daily reports

Visitors to your stand are an important target group for your trade fair participation, regardless of their purchasing or business intentions. You can ask these questions in your discussions with visitors:

• What products is the visitor interested in?
• Are the technology, design and price appropriate for the market?
• Do they regularly visit this or other trade fairs?
• How did they find out about your stand?
• How do they assess the economic development of the industry: opportunities, problems?
• How does the visitor assess the competitors' products: quality, price, distribution channels, service?

Write a daily report. You can download a sample trade fair report here.

Check product range

A trade fair is a mirror for the quality, price level and product range of the local economy. As an exhibitor and observer, you can now answer the question of whether your own product range is suitable for the market. By participating in a trade fair, you can also find out about other prerequisites that you need for a successful market entry. Such information can, for example, relate to the development of a sales and service network or the organisation of the logistics structure.

Your last day at the trade fair

Now is the time for you to prepare to leave your foreign trade fair in an organised manner. These are aspects that you should take into account:

• Clarify the whereabouts of your exhibits.
• Settle any outstanding invoices.
• Clarify any disputed issues.