Step 1: Trade fairs in the marketing mix

Today, more than a few years ago, the needs of the market and customers are at the centre of your marketing activities. The decision to participate in a trade fair must therefore be made in the context of your company's marketing strategy, in particular the information and contact needs of your customers. Satisfying these needs is expected by customers all year round and on all channels - and not just on specific trade fair dates.

Trade fairs are a medium of their own kind with their own possibilities: no other instrument is able to present your company and your products in all their breadth and depth through direct personal contact. Trade fairs also provide the necessary clues for sales-orientated corporate policy. This is where market processes, the nature and extent of changes and the direction and speed of future developments become clear.

In short: trade fair participation is worthwhile if you want to present innovations to a wide range of customers.