Successful Participation in Trade Fairs
www.auma.de
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Address of AUMA
Association of the
German Trade Fair Industry
Littenstraße 9
10179 Berlin
Germany
Fon: +49 30 24000-0
Fax: +49 30 24000-330
info@auma.de
www.auma.de
www.auma.de
2
Adress of FKM
Society for Voluntary Control of Fair
and Exhibition Statistics
Littenstraße 9
10179 Berlin
Germany
Fon: +49 30 24000-0
Fax: +49 30 24000-340
info@fkm.de
www.fkm.de
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Germany movement of goods 2013
Import 896 bill €
Export 1,094 bill €
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Success factors of the Trade Fair Centre Germany (1/2)
Geopolitical situation
at the heart of the single European market
foreign markets close to home
future markets of Eastern Europe
visitors and exhibitors from over 190 countries
Cooperation with market partners
permanent dialogue between organisers and exhibitors
efficient market research
synergetic effects based on cooperation
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Success factors of the Trade Fair Centre Germany (2/2)
Quality of infrastructure
modern transport infrastructure
highly functional exhibition centres
10% of the world's trade fair capacities
3 of the world's 5 largest trade fair centres
Quality of the events
long-term realization of trade fair concepts
little overlapping of themes
2/3 of all world pilot fairs
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Trade Fairs in Germany
Number of events
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German Trade Fairs
statistics
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Trade Fairs in Germany
Origin of foreign exhibitors
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Trade Fairs in Germany
Origin of foreign visitors
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Regional exhibitions
Number of Events
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Regional exhibitions
statistics
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Trade Fairs in Germany
Information offices abroad
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German Foreign Trade Fair Programme
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German Trade Fair Quality Abroad
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Selected functions of trade fairs
Trade fairs
provide a focus that mirrors selected markets
offer entertaining experiences and appeal to all senses
guarantee and enhance market transparency
open up new markets
facilitate a direct comparison of value for money
promote an in-depth exchange of information
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Participation in a trade fair as part of the marketing mix
trade fair participation
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Communication mix
Traditional advertising
Sales promotion / direct marketing
Public relations
Direct sales
Sponsorship / event marketing / product placement
New media
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Trends
development of trade fair participations
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Price and conditions mix
price
credit
discount
payment
service
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Distribution mix
sales organisation
distribution channels
storage
transport
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Product mix
product quality
product range
brand
product design
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Trends
investments in participation
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Company aims
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Trends
trade fairs in the marketing mix
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Trade fair targets
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Types of trade fairs and exhibitions
Typology according to catchment area
international trade fairs / exhibitions
national trade fairs / exhibitions
regional trade fairs / exhibitions
Typology according to sector
multi-branch trade fairs
professional trade fairs / exhibitions
special trade fairs
congress trade fairs
consumer exhibitions
Typology according to visitors
trade visitors
private visitors
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Selection criteria
your situation and objectives correspond to the theme of
the fair
representative range of products
the company is able to address its relevant customer
groups
the company is able to reach new target groups
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Selection of suitable Trade Fairs
analysis of the trade fair landscape
• Topics
• Nomenclatures
• Target groups
• Regional coverage area
company’s objectives
preselection
visit to the fair
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Sources of information
dates, product groups, statistics
• AUMA_MesseGuide Deutschland
• AUMA German Trade Fair Quality Abroad
• AUMA_Foreign Trade Fair Programme
• FKM-Report
• Trade Fair Company/Organiser
• www.auma.de
additional sources of information
• Chambers of Industry and Commerce
• Chambers of Industrial Crafts
• Trade Associations
• German Chambers of Commerce abroad
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Example of cost structure
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Participation in trade fairs
recognition of the importance of the trade fair marketing
acquisition of information about Germany, Trade Fair
Country
formulation of trade fair participation aims
selection and decision-making
drafting a budget
organisational procedures
attractive trade fair stand
well run stand
appropriate advertising and public relation
thorough follow-up
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Participation documents
map of exhibition ground
hall maps
registration documents
available services
available locations
fair and exhibition conditions
regulations
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Technical and organisational concept
size, type and location of the stand
exterior design
overall design
range of products to be exhibited
technical equipment
shipments
stand construction and dismantling
running and organising the stand
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Stand types
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Environmental sustainability
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Advertising conducted by trade fair organisers
press work
advertising in professional magazines and consumer press
advertising targeting exhibitors and visitors
posters
online advertising
Trade fair companies promote their events not single exhibitors!
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Advertising measures offered by trade fair organisers
to assist exhibitors
press mailings to professional magazines
internet advertisements
print templates for company signs and hall plans
brochures for visitors, posters
admission vouchers
trade fair calendars
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Attracting visitors
invitation with a reply option by letter, fax or e-mail
invitation brochure with a reply card
phone calls
admission vouchers
raffles
advertising
company entries and advertisements in catalogues
media package (website, online exhibitor directory etc.)
entries in the visitor information system
outdoor advertising
online advertising
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Press release
interesting news
release to concide with editorial department’s timetable
clear and positive information in a neutral tone
Who, when, where, what, how and why?
Is it concise enough?
Is it detailed enough?
Is it to the point?
enclose sender details
obtain suppliers’ and/or customers’ permisision
Do you need to specify a “not for publication before”
(date)?
observe deadlines (8 – 10 weeks before the event)
include information material
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Qualifications of stand personnel
extensive theoretical knowledge and useful practical skills
a willingness to engage in conversation
and open-mindedness
a self-assured and confident manner
articulateness
adaptability
foreign language skills
experience at trade fairs
ability to work under pressure
(the employee must be in good health)
willingness to travel
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Responsibilities of the stand supervisor
approving the stand before the start of the event
delegating specific tasks to individual employees
organising and monitoring a duty and attendance roster
welcoming important visitors
assisting others in conversation with customers
relaying important information to company headquarters
coordinating the follow-up analysis with the Trade Fair
Benefit Check
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Notes on discussion
(complete version in our brochure „Successful Participation“)
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Follow-up analysis of the fair
thank you letters to important customers
rapid dispatching of material
appointments to be made on one’s own premises
follow-up phone calls
inquiries to be processed Sales force, sales office,
representatives, dealers
Notes containing adequate information are a pre-condition to
these activities!
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Reaching of targets (quantitative)
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Reaching of targets (qualitative)
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Costs control
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Cost-benefit-comparison
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Reaching of the company aims
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