Step 7: Communication and visitor marketing

Trade fair organisers spend a considerable part of their budgets on visitor advertising. The communication work is aimed at achieving the broadest possible response from the media and potential visitors.

However, the organiser only advertises the trade fair itself or individual focal points, not individual companies.

It is therefore up to you to advertise your own participation in the run-up to the trade fair and to inspire the public to visit your stand.

The most urgent questions that a trade fair communication concept must answer are

• What do you want to communicate?
• How do you want to achieve this?

If exhibiting companies develop coherent concepts here that are tailored to relevant target groups, the chances of activating them to visit the stand are good.