Planning an exhibition stand requires many hours of work and, depending on the size and location, costs a lot of money. Nevertheless, a trade fair stand is a very popular marketing tool for many entrepreneurs. The first evidence of a trade fair can be found in the year 634, and the first sales fairs are said to have been organized in Germany in the 12th century. Probably the best-known trade fair is the Great Exhibition, the first of which took place in London in 1851. To this day, the motives for entrepreneurs have essentially remained the same. We would like to list the most common objectives below.
Generation of leads
Probably the most important goal at a trade fair. The exhibitor’s employees come into contact with potential customers at the trade fair stand. Deals are often already being worked out and even concluded. Qualified leads are incredibly important for a company’s further business development. As an exhibitor, you can quickly get into conversation with visitors at trade fairs and present your company in the best possible way. Making contacts, identifying interested parties and developing business opportunities are the three main objectives when generating leads at a trade fair.
Product presentation and market launch
Trade fairs are usually a fixed date in a company’s calendar. Products are developed in such a way that they can be presented as innovations at the trade fair. The industry presents technical innovations, prototypes and studies on future products make the hearts of developers and users beat faster. A trade fair provides the ideal setting for a product presentation. You can demonstrate the product to visitors, who can try it out for themselves and see the benefits for themselves. This is how you arouse the interest of potential buyers.
Increase in brand awareness
Many companies have the problem that the target group does not know the company itself. It is also often difficult to reach this target group at all and to reach them with their products. A trade fair is the ideal place to introduce yourself to other companies and potential customers. An innovative trade fair stand with extras for visitors, such as a competition, helps enormously to increase brand awareness.
Building a network in the B2B sector
Trade fairs offer an excellent opportunity for networking and building business relationships. Companies can meet potential partners, suppliers, distributors or even investors and explore opportunities for cooperation.
Market and competition analysis
As already described in the product presentation section, companies use trade fairs to present new products. As an exhibitor, you learn first-hand about the latest trends and products from your competitors. At trade fairs, you can be inspired and gather new ideas.
Customer loyalty
Trade fair stands are usually an opportunity to meet customers in person once a year. Many companies send their employees to trade fairs so that they can talk to their customers about new services and products. However, it is also a good opportunity to obtain feedback and promote customer loyalty programs.
Build up new industry knowledge
There is an extensive supporting program at many trade fairs. Exhibitors can take advantage of this and expand their specialist knowledge and find out about new developments at presentations, workshops and conferences.
The specific intention of participating in a trade fair can vary depending on the company, industry, market environment and specific corporate objectives. It is important that companies define their motives in advance in order to align their trade fair strategy accordingly and maximize the success of their participation.
