Trade Fair Training: Preparing for the Fair

Strategic Preparation for Successful Trade Fairs

Your trade fair strategy and goachl ultimately determine the success of your presence at the fair. Companies without clear goals simply run the risk of wasting their time, money and resources. Insufficient preparation will not only demotivate and frustrate all those involved, but also disregard the vast opportunities of the fair as a communications medium. 

For a successful performance it is essential to set the strategy and goals for the trade fair well in advance. Is the goal to win new customers and generate new business? Is it to strengthen and perhaps enhance the corporate image? Or is it mainly to introduce new product lines…?

This workshop will help you define your strategy and goals for the fair on the basis of your corporate strategy and sales strategy. Once you have set clear goals for the trade fair, these will determine the planning and strategy: booth position, booth design, invitations to visitors, booth personnel and qualifications, and after fair activities.

Clear trade fair goals result in effective communication at the fair and successful activities after the fair, all embedded in effective feedback loops.

Selected Contents: Preparing the Fair (Trade Fair Training / Preparation Workshop)

• From company goals to trade fair goals.
• Effective strategies and steps to reach these goals.
• Identifying the target customer. Who is important?
• What is the message? (Customer benefit, brand value, etc.)
• What do visitors expect from our stand?
• Who needs to be invited, at what time, and how?
• Strategies for the trade fair invitations process.
• Fair team requirements and expectations.
• Who does what in the team? Roles and functions of team members.
• Communication of specific trade fair guidelines.
• Criteria and procedures for effective after-fair activities.
• Fine tuning feedback loops for measuring trade fair goals and success.
• Assigning responsibility: Who assumes responsibility for which aspect?

Target Group

Management, Sales Management, Marketing Management, employees who have assumed responsibility for the success of the trade fair.

Contact us for your company specific trade fair preparation workshop today. We will be pleased to help you find the best format for your company needs.

KreuzerTraining offers specialized In-House Training and Coaching courses for the following Trade Fairs amongst others: