productronica 2019 // 10 steps for guaranteed success at trade fairs
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TRADE FAIR OBJECTIVES<br />
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OVERVIEW <strong>10</strong> STEPS<br />
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The only way you can achieve your <strong>trade</strong> fair objectives is by setting them in the first place!<br />
Wh<strong>at</strong> are your objectives when taking part in a <strong>trade</strong> fair?<br />
Do you want to gain new customers, promote your company‘s image or present new<br />
products? The whole planning of your presence <strong>at</strong> the <strong>trade</strong> fair depends on how you define<br />
your <strong>trade</strong> fair objectives, from your choice of stand space, through to the design of the<br />
<strong>trade</strong> fair stand, inviting visitors and looking after guests on your stand.<br />
KEY QUESTIONS<br />
How do I determine the objectives of my particip<strong>at</strong>ion in the <strong>trade</strong> fair?<br />
With the practical and free TradeFairBenefitCheck from AUMA*, you receive a detailed insight into<br />
the most important objectives of particip<strong>at</strong>ion in <strong>trade</strong> <strong>fairs</strong>. Furthermore, you can find the right<br />
ways to discover if you have achieved your <strong>trade</strong> fair objectives. You can find more in<strong>for</strong>m<strong>at</strong>ion <strong>at</strong><br />
www.auma.de.<br />
How do my <strong>trade</strong> fair objectives become a key part of <strong>trade</strong> fair planning?<br />
Include all departments from your company th<strong>at</strong> are directly involved with your presence <strong>at</strong> the<br />
<strong>trade</strong> fair <strong>at</strong> an early stage. Come up with objectives <strong>for</strong> the <strong>trade</strong> fair together and communic<strong>at</strong>e<br />
these to all parties involved, both internal and external. Your objectives are an essential component of<br />
the briefing <strong>for</strong> your service provider and your staff.<br />
Wh<strong>at</strong> are the advantages of clearly-<strong>for</strong>mul<strong>at</strong>ed and documented <strong>trade</strong> fair<br />
objectives?<br />
With correctly defined <strong>trade</strong> fair objectives, you ensure clear, thorough <strong>trade</strong> fair communic<strong>at</strong>ion<br />
and always have binding guidelines <strong>for</strong> <strong>trade</strong> fair activities to hand. Your objectives <strong>for</strong> the <strong>trade</strong> fair<br />
also <strong>for</strong>m the basis <strong>for</strong> the important task of measuring how <strong>success</strong>ful the <strong>trade</strong> fair was. The better<br />
defined your objectives are, the better your chances <strong>for</strong> <strong>success</strong> will be.<br />
* Associ<strong>at</strong>ion of the German<br />
Trade Fair Industry<br />
Increase<br />
awareness<br />
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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