The trade fair stand in the marketing mix

Some people go because they can't stay away. Others go because they've always been there. And some have never been because it's more “old school”. And then, of course, there are those who put their heart and soul into it. But back to the beginning. In a 2017 survey, the Association of the German Trade Fair Industry (AUMA) found that 84% of 500 German companies surveyed still consider trade fair participation to be an important to very important B2B measure. Two thirds of them continue to assume that they - like other live events - will play an important role in the future. (Source: AUMA).

So there can be no talk of “trade fairs are dead” for the time being. The only question is how to get the most out of the event. After all, trade fairs are just like any other event - they start with clear objectives, followed by a coherent strategy and then it's not that difficult to find the right approach.

The days when new products were presented to the public for the first time at trade fairs with a big bang are over. This is because trade fair dates often do not necessarily fit in with product development cycles. But when it comes to practical testing, trade fairs offer the ideal platform due to the high level of interaction possibilities. At a time when collaborative processes and the close involvement of customers in the development process are playing an increasingly important role, trade fairs can offer a kind of transparent laboratory situation. So simply rethink things completely, because there are still various solutions between permanent attendance and staying away.

By the way - did you know that you can also get financial support to take part in a trade fair? The Federal Ministry of Economics offers joint stands where innovative companies that have been on the market for 10 years or less can present themselves. The great thing is that young companies are among themselves here, and the community may even make some valuable contacts beyond the event itself. You can find more information about the list of German leading trade fairs at BAFA. In addition, the federal states also offer special trade fair funding. The database of the trade fair association AUMA offers initial guidance. In any case, the company headquarters is decisive. And last but not least, some trade fair organizers also support first-time exhibitors with discounted special areas, free services or price reductions. Simply ask the respective organizer directly.