drinktec 2017 // 10 Steps for guaranteed success at trade fairs
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OVERVIEW <strong>10</strong> STEPS<br />
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When defining your aims, ensure they meet your corpor<strong>at</strong>e and<br />
marketing objectives.<br />
Establish these in a timely manner – the earlier the better.<br />
Define realistic objectives, th<strong>at</strong> you can re-establish or<br />
re-examine <strong>for</strong> any particip<strong>at</strong>ion <strong>at</strong> a <strong>trade</strong> fair.<br />
Concentr<strong>at</strong>e on objectives th<strong>at</strong> are measurable in real terms.<br />
Establish how you wish to measure the achievement of your<br />
objectives.<br />
Communic<strong>at</strong>e the <strong>trade</strong> fair objectives to all parties involved<br />
in the <strong>trade</strong> fair – in writing!<br />
PRACTICAL TIP<br />
www.auma.de<br />
COMMON TRADE FAIR OBJECTIVES<br />
Contact objectives: Maintaining contact with regular customers,<br />
acquiring new customers<br />
In<strong>for</strong>m<strong>at</strong>ion objectives: Observing the competition, benchmarking,<br />
acquiring new partners to work with<br />
Communic<strong>at</strong>ion objectives: Increasing public awareness, improving image, gaining<br />
an insight into customers‘ behaviour<br />
Sales objectives: Concluding contracts, cre<strong>at</strong>ing new distribution<br />
channels, opening up new markets<br />
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