Step 2: Objectives of trade fair participation

Trade fair participations always achieve a whole bundle of objectives, but these are largely focussed on marketing and sales objectives, with the clear aim of personal contact and direct communication with guests as well as experiencing products, brands and companies live.

The exhibitor's target group plays an additional role in determining the contact objectives. The question is: What is your company's target group and which contacts would you like to meet at the trade fair in order to generate leads?

Further objectives arise from the key role of a trade fair. They offer clear added value compared to other marketing communication instruments and reflect the key factors of a presence trade fair.

• Presence at the most important industry event
• Perception compared to the competition
• Networking with all industry stakeholders
• High quality of live contacts
• Interactive experiences
• Experience with all senses
• Unexpected encounters