Successful trade fair participation - planning, implementation and follow-up

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href="https://www.auma.de/en/find-your-fair/"> Find your fair </a></div></div></div><button class="header__burger no-anim" aria-hidden="true"><b></b><b></b><b></b></button></div></header><div id="stage" class="stage"><div id="c620" class="hero-header hero-header--subpage frame frame-default frame-type-tbsextend_heroheadersubpage frame-layout-0 "><div class="hero-header__container container"><div class="hero-header__body"><h1 class="hero-header__headline"> Tips for trade fair participation </h1><div class="hero-header__bodytext large"> Here you will find our tips to make your trade fair participation a success. </div></div></div><div class="hero-header__backdrop"></div><div class="hero-header__image"><figure><picture><source srcset="https://www.auma.de/fileadmin/headerbilder/auma_header_dark_purple.jpg" media="(min-width: 1200px)" width="1920" height="1080" data-copyright="" /><source srcset="https://www.auma.de/fileadmin/_processed_/e/0/csm_auma_header_dark_purple_67bd5936a4.jpg" 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1C5.835 1 1 5.835 1 11.805c0 5.393 3.953 9.859 9.112 10.669V14.92H7.366v-3.124h2.746V9.419c0-2.711 1.612-4.205 4.079-4.205 1.179 0 2.422.207 2.422.207v2.656h-1.36c-1.342 0-1.765.828-1.765 1.684v2.026h2.998l-.477 3.124h-2.521v7.554A10.796 10.796 0 0 0 22.6 11.796C22.609 5.835 17.774 1 11.805 1Z" style="fill-rule:nonzero" transform="translate(.02 -.015) scale(1.01518)"></path></svg></a></li><li><a href="#" class="copy-link tag--toggle" title="Copy link" data-text="Link copied to clipboard"><svg xmlns="http://www.w3.org/2000/svg" height="28px" viewBox="0 -960 960 960" width="28px"><path d="M416.62-324.92H291.08q-64.36 0-109.72-45.42Q136-415.75 136-480.18q0-64.44 45.36-109.67 45.36-45.23 109.72-45.23h125.54v32H291.08q-50.77 0-86.93 36.16Q168-530.77 168-480t36.15 86.92q36.16 36.16 86.93 36.16h125.54v32ZM356-464v-32h248v32H356Zm187.38 139.08v-32h125.54q50.77 0 86.93-36.16Q792-429.23 792-480t-36.15-86.92q-36.16-36.16-86.93-36.16H543.38v-32h125.54q64.36 0 109.72 45.42Q824-544.25 824-479.82q0 64.44-45.36 109.67-45.36 45.23-109.72 45.23H543.38Z"/></svg></a></li></ul></section><div id="c469" class="text frame frame-default frame-type-text frame-layout-0"><a id="c1925"></a><header class="text__header"><h2>Conquering world markets at trade fairs</h2></header><p>Your decision has been made: you want to present your product, your services and your company at a trade fair. The following applies not only to companies exhibiting at a trade fair for the first time: important decisions have to be made before the start of the trade fair.</p><p>Here we provide you with the information you need to ensure that you always make a safe decision and that your trade fair participation is a success. We will guide you step by step through all the topics that are important for your trade fair planning: Trade fair selection, cost-benefit calculation, personnel planning and much more.</p></div><div id="c943" class="textmedia frame frame-default frame-type-textmedia frame-layout-0"><a id="c1926"></a><div class="ce-textpic ce-center ce-above"><div class="gallery gallery" data-js-module="gallery" data-columns="1" data-js-options="{"l10n":"{\"lightboxLabel\":\"This is a dialog window that overlays the main content of the page. The modal displays the enlarged image. Pressing the Escape key will close the modal and bring you back to where you were on the page.\",\"lightboxLoadingIndicatorLabel\":\"Image loading\",\"lightboxLoadingError\":\"The requested image cannot be loaded.\",\"controlsLabel\":\"Controls\",\"previousButtonLabel\":\"Previous image\",\"nextButtonLabel\":\"Next image\",\"closeButtonLabel\":\"Close dialog window\",\"sliderLabel\":\"Images\",\"slideLabel\":\"Image\"}\n "}"><div class="gallery__src"><div class="gallery__col"><a class="lightbox-item" href="" title="Open in lightbox" data-group="c943" data-caption="" data-mobile-image="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_b01ecbdbff.jpg" data-desktop-image="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_cbc352170f.jpg" ><figure><picture><source srcset="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_c61ffc1c2a.jpg" media="(min-width: 1200px)" width="1239" height="531" data-copyright="" /><source srcset="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_76c2970304.jpg" media="(min-width: 992px)" width="1239" height="531" data-copyright="" /><source srcset="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_b01ecbdbff.jpg" media="(min-width: 576px)" width="298" height="531" data-copyright="" /><source srcset="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_f5e72d2ed8.jpg" media="(max-width: 576px)" width="298" height="531" data-copyright="" /><img src="https://www.auma.de/fileadmin/_processed_/6/8/csm_erfolgreich-auf-messen-ausstellen_5787bd5ddb.jpg" alt="Besucher auf einer Messe, umgeben von modernem Standdesign und einem großen Porträt im Hintergrund." class="image-embed-item" loading="lazy" /></picture></figure></a></div></div><div class="gallery__columns"></div></div></div></div><div id="c836" class="text frame frame-default frame-type-text frame-layout-0"><a id="c1927"></a><h2>10 steps to successful trade fair participation</h2><p><i>Find out how you can optimise your trade fair participation from planning to follow-up. Our guide takes you through ten essential steps, from choosing the right trade fair to designing your stand and effective follow-up. Each step offers practical tips and strategies to help you achieve your goals, maximise success and make a lasting impact. Benefit from proven methods and increase your trade fair performance with our structured approach.</i></p></div><div id="c828" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1928"></a><div class="grid grid--1-1"><div class="grid__item"><div id="c827" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/1-trade-fairs-in-the-marketing-mix/" aria-label="Zu Schritt 1. Messen im Marketingmix" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_tune.svg" width="48" height="48" alt="Symbol für Anpassung oder Feineinstellung." /></div><h3 class="teaser__heading">1. trade fairs in the marketing mix</h3></div><div class="teaser__description"><p>Carefully weigh up the costs and benefits. </p><p>The needs of the market are at the centre of marketing today. Trade fairs enable direct contact, present companies comprehensively and offer valuable market insights for sales-orientated strategies. </p><p> </p><p>Find out more</p></div></div></a></article></div></div><div class="grid__item"><div id="c834" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/2-objectives-of-trade-fair-participation/" aria-label="2. objectives of trade fair participation" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_rocket.svg" width="48" height="48" alt="Symbol für Fortschritt oder schnelles Wachstum." /></div><h3 class="teaser__heading">2. objectives of trade fair participation</h3></div><div class="teaser__description"><p>Your corporate strategy determines the trade fair objectives. </p><p>Participation in trade fairs promotes marketing and sales objectives, enables personal contact, live product experiences and networking with relevant target groups and offers clear advantages over other communication tools. </p><p> </p><p>Find out more</p></div></div></a></article></div></div></div></div><div id="c837" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1931"></a><div class="grid grid--1-1"><div class="grid__item"><div id="c838" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/3-selection-criteria/" aria-label="3. selection criteria" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_arrow_split.svg" width="48" height="48" alt="Symbol für geteilten oder alternativen Pfad mit Pfeilen." /></div><h3 class="teaser__heading">3. selection criteria</h3></div><div class="teaser__description"><p>Define selection and decision criteria to find the right trade fair. </p><p>Trade fairs are marketplaces that reflect supply and demand. Important criteria for participation are target achievement, topic relevance, target group, industry acceptance and accompanying trade congresses and supporting programmes. </p><p> </p><p>Find out more</p></div></div></a></article></div></div><div class="grid__item"><div id="c839" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/planning-and-organisation/" aria-label="4. planning and organisation" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_calendar_edit.svg" width="48" height="48" alt="Symbol für Kalenderverwaltung oder Terminplanung." /></div><h3 class="teaser__heading">4. planning and organisation</h3></div><div class="teaser__description"><p>Start your preparations early and create security. </p><p>Once the trade fair has been selected, the organisation begins: from registration, budget and customs to logistics and tickets. Create a schedule to clearly structure cost-benefit and organisational processes. </p><p> </p><p>Learn more</p></div></div></a></article></div></div></div></div><div id="c853" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1934"></a><div class="grid grid--1-1"><div class="grid__item"><div id="c841" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/5-digital-extensions/" aria-label="5. digital extensions" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_devices.svg" width="48" height="48" alt="Symbol für verschiedene Geräte oder technische Ausstattung." /></div><h3 class="teaser__heading">5. digital extensions</h3></div><div class="teaser__description"><p>Digital extensions and hybrid trade fair participation for additional reach. </p><p>Trade fair organisers advertise the trade fair, not individual companies. It is up to you to advertise your participation and address relevant target groups with a clear communication concept. </p><p> </p><p>Learn more</p></div></div></a></article></div></div><div class="grid__item"><div id="c842" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/6-sustainable-trade-fair-presence/" aria-label="6. sustainable trade fair presence" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_eco.svg" width="48" height="48" alt="Symbol für Umweltfreundlichkeit und ökologische Nachhaltigkeit." /></div><h3 class="teaser__heading">6. sustainable trade fair presence</h3></div><div class="teaser__description"><p>Reduce costs by saving resources. </p><p>Digital formats alone are not necessarily sustainable. Holistically sustainable trade fair participations reduce resource consumption and travel costs and are ideal for credibly communicating sustainable business models and acquiring new customers. </p><p> </p><p>Find out more</p></div></div></a></article></div></div></div></div><div id="c852" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1937"></a><div class="grid grid--1-1"><div class="grid__item"><div id="c847" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/7-communication-and-visitor-marketing/" aria-label="7. communication and visitor marketing" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_chat_bubble.svg" width="48" height="48" alt="Symbol für Nachrichten oder Chat-Funktion." /></div><h3 class="teaser__heading">7. communication and visitor marketing</h3></div><div class="teaser__description"><p>Increase your chances of making contacts with a communication concept. </p><p>The decision to participate in a trade fair is part of your marketing strategy. Trade fairs enable direct customer contact and provide valuable market information to effectively present innovations to a wide audience. </p><p> </p><p>Find out more</p></div></div></a></article></div></div><div class="grid__item"><div id="c848" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/8-the-stand-personnel/" aria-label="8. the stand personnel" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_diversity.svg" width="48" height="48" alt="Symbol für Vielfalt und Inklusion." /></div><h3 class="teaser__heading">8. the stand personnel</h3></div><div class="teaser__description"><p>Score points with a motivated stand crew that makes the difference. </p><p>Trade fairs require targeted preparation of the stand crew: motivated, trained staff increase the chances of successful discussions and new contacts through an effective presentation of companies and products. </p><p> </p><p>Learn more</p></div></div></a></article></div></div></div></div><div id="c849" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1940"></a><div class="grid grid--1-1"><div class="grid__item"><div id="c845" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/9-standby-mode/" aria-label="9. stationary operation" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_check_network.svg" width="48" height="48" alt="Symbol zur Überprüfung des Netzwerks oder der Netzwerkverbindung." /></div><h3 class="teaser__heading">9. stationary operation</h3></div><div class="teaser__description"><p>Do your best to ensure that everything runs smoothly. </p><p>Trade fairs require top performance from companies and employees, good preparation and motivation from stand management. A well-organised stand and team guarantee a successful event and effective follow-up work for a successful trade fair. </p><p> </p><p>Find out more</p></div></div></a></article></div></div><div class="grid__item"><div id="c844" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--icon"><a href="https://www.auma.de/en/exhibit/tips-for-trade-fair-participation/10-follow-up-and-performance-review/" aria-label="Zu Schritt 10. Nachbereitung und Erfolgskontrolle" class="teaser__link"><div class="teaser__text-wrapper"><div class="teaser__heading-wrapper"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/dateien/icons/vorlagen/auma_icon_award_star.svg" width="48" height="48" alt="Symbol für Auszeichnung oder besondere Leistung." /></div><h3 class="teaser__heading">10. follow-up and performance review</h3></div><div class="teaser__description"><p>Systematically analyse your recorded trade fair contacts and ensure trade fair success. </p><p>Before the trade fair, measures must be defined for follow-up work by sales, field sales and marketing. Success monitoring helps to optimise future trade fair participations. </p><p> </p><p>Learn more</p></div></div></a></article></div></div></div></div><div id="c823" class="tbssitepackage_twocolumnlayout frame frame-default frame-type-tbssitepackage_twocolumnlayout frame-layout-0"><a id="c1943"></a><h2>Matching</h2><div class="grid grid--1-1"><div class="grid__item"><div id="c824" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--image"><a href="https://www.auma.de/en/exhibit/advantages-of-trade-fairs/" aria-label="Zur Seite Vorteile von Messen" title="Zur Seite Vorteile von Messen" class="teaser__link"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/_processed_/2/4/csm_auma-teaser-business-networking-messe_3cc869e63e.jpg" width="810" height="541" alt="Business-Netzwerk auf der Messe – Teilnehmer im Gespräch am Ausstellungsstand." /></div><div class="teaser__body"><div class="teaser__text-wrapper"><h3 class="teaser__heading">Advantages of trade fairs</h3><div class="teaser__description"><p>Discover how trade fairs can offer your company growth and new business opportunities.</p></div></div></div></a></article></div></div><div class="grid__item"><div id="c825" class="frame frame-default frame-type-tbssitepackage_teaser frame-layout-0 "><article class="teaser teaser--image"><a href="https://www.auma.de/en/trade-fair-venue-germany/forecasts/" aria-label="Forecasts" class="teaser__link"><div class="teaser__image"><img src="https://www.auma.de/fileadmin/_processed_/c/f/csm_foerderung-auf-messen-in-deutschland-koelnmesse_95a41d0411.jpg" width="810" height="413" alt="Person mit Virtual-Reality-Brille, die immersive VR-Technologie erlebt, wie sie auf Messen angeboten wird." /></div><div class="teaser__body"><div class="teaser__text-wrapper"><h3 class="teaser__heading">Forecasts</h3><div class="teaser__description"><p>Gain exclusive insights into future developments in the trade fair industry.</p></div></div></div></a></article></div></div></div></div><div id="c942" class="tbsextend_downloads frame frame-default frame-type-tbsextend_downloads frame-layout-0"><a id="c2916"></a><h2>Downloads & Links</h2><ul class="download-list"><li class="download-list__item"><div class="download-list__item-label"> Successful Participation in Trade Fairs </div><div class="download-list__item-wrap"><div class="download-list__item-body"><p class="download-list__item-desc">AUMA Practice 2023. Suggestions for planning and taking part in trade fairs. From choosing a trade fair to monitoring success.</p><span class="download-list__item-filefinfo">pdf, 4.15 MB</span><a href="https://www.auma.de/fileadmin/publikationen/auma-practice-successful-participation-in-trade-fairs-2023.pdf" target="_blank" download="auma-practice-successful-participation-in-trade-fairs-2023.pdf" class="download-list__item-link"><span class="v-hidden" aria-hidden="true">Veranstaltung anzeigen</span></a></div><span class="material-symbols-outlined download-list__item-icon" aria-hidden="true">download</span></div></li><li class="download-list__item"><div class="download-list__item-label"> AUMA Trade Fair Benefit Check </div><div class="download-list__item-wrap"><div class="download-list__item-body"><p class="download-list__item-desc">Software for exhibitors, for planning, calculating and evaluating trade fair participation.</p><a href="https://toolbox.auma.de" target="_blank" rel="noreferrer" class="download-list__item-link"><span class="v-hidden" aria-hidden="true">Veranstaltung anzeigen</span></a></div><span class="material-symbols-outlined download-list__item-icon" aria-hidden="true">arrow_outward</span></div></li></ul></div><div class="contact-extend__contacts-wrap"><p><strong> Your contact person </strong></p><div class="contact-extend__contacts"><div class="contact contact--small"><a href="https://www.auma.de/en/auma/about-us/team/sylvia-kanitz/"><div class="contact__body"><div class="contact__image"><img src="https://www.auma.de/fileadmin/_processed_/c/a/csm_auma-sylvia-kanitz-copyright-steffen-kugler-web_97930be9fa.jpg" width="225" height="300" alt="" /></div><div class="contact__detail"><h3 class="contact__name"> Sylvia Kanitz </h3><p class="contact__line"> Manager Marketing </p></div></div></a></div></div></div></div></main><footer id="footer" class="footer"><div class="container"><div class="footer__logo logo"><a href="/" title="To the home page"><img alt="Logo" src="https://www.auma.de/_assets/e9c08e8474d810d49a96d404aa944f92/Dist/img/logo-dark.svg" width="1725" height="600" /></a></div><div class="footer__content"><div id="c407" class="text frame frame-default frame-type-text frame-layout-0"><a id="c2327"></a><p>Association of the German Trade Fair Industry<br>Littenstraße 9<br>10179 Berlin</p><p>Phone +49 30 24000-0<br><a href="mailto:info@auma.de" title="info@auma.de">info@auma.de</a></p></div><div id="c404" class="tbssitepackage_socialmedia frame frame-default frame-type-list frame-layout-0"><a id="c2341"></a><div id="c404" class="social-media frame frame-default frame-type-list frame-layout-0 "><a class="social-media__link " title="LinkedIn" rel="noreferrer" target="_blank" href="https://www.linkedin.com/company/auma-ausstellungs-und-messe-ausschuss-der-deutschen-wirtschaft/"> LinkedIn </a><a class="social-media__link " title="Instagram" rel="noreferrer" target="_blank" href="https://www.instagram.com/auma.messewirtschaft/"> Instagram </a><a class="social-media__link " title="Threads" rel="noreferrer" target="_blank" href="https://www.threads.net/@auma.messewirtschaft"> Threads </a><a class="social-media__link " title="WhatsApp" href="https://whatsapp.com/channel/0029VaUkYPb6xCSVIwocLU40"> Whatsapp </a><a class="social-media__link " title="Facebook" rel="noreferrer" target="_blank" href="https://www.facebook.com/AUMA.Messeverband"> Facebook </a><a class="social-media__link " title="YouTube" rel="noreferrer" target="_blank" href="https://www.youtube.com/user/Messewirtschaft"> YouTube </a><a class="social-media__link " title="Industryarena" rel="noreferrer" target="_blank" href="https://de.industryarena.com/auma"> Industryarena </a></div></div><nav class="footer__meta" aria-label="Footer navigation"><a title="To the RSS feed from AUMA" href="https://www.auma.de/en/to-the-rss-feed-from-auma/">To the RSS feed from AUMA</a></nav><nav class="footer__nav" aria-label="Footer navigation"><a title="Imprint" href="https://www.auma.de/en/imprint/">Imprint</a><a title="Privacy Policy" href="https://www.auma.de/en/privacy-policy/">Privacy Policy</a><a title="Terms of use" href="https://www.auma.de/en/terms-of-use/">Terms of use</a></nav></div><div class="footer__copyright">© Association of the German Trade Fair Industry</div></div></footer></div> </body> </html>

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Successful trade fair participation - planning, implementation and follow-up | AUMA