1. Successful Participation in Trade Fairs

2. German Trade Fair Industry Littenstraße 9 10179 Berlin Germany
Address of AUMA
Association of the
German Trade Fair Industry
Littenstraße 9
10179 Berlin
Germany
Fon:
Fax:

3. Adress of FKM
Society for Voluntary Control of Fair and Exhibition Statistics Littenstraße Berlin Germany Fon: Fax:

4. Germany movement of goods 2016
Import 955 bill €
Export 1,207 bill €

5. Success factors of exhibitions in Germany (1/2)
Perfect location
it the heart of the European Single market
fast connections from and to America, Asia and Africa
Exceptionally international
participants from all parts of the globe
almost 60% foreign exhibitors
about one third of the trade visitors travel comes from abroad
Top quality exhibition centres and infrastructure
perfect technical conditions
attractive design
modern transport infrastructure

6. Success factors of exhibitions in Germany (2/2)
Customer oriented exhibitions
long-term exhibition concepts
minimal thematic overlapping
permanent dialogue between organisers and exhibitors
Highest service standards
assistance for exhibitors with marketing, media work manpower etc.
Excellent value for money
moderate price level and highest quality of visitors
Conclusion
60% of all the world's leading exhibitions take place in Germany

7. Trade Fairs in Germany Number of events

8. German Trade Fairs statistics

9. Trade Fairs in Germany Origin of foreign exhibitors

10. Trade Fairs in Germany Origin of foreign visitors

11. Regional exhibitions Number of Events

12. Regional exhibitions statistics

13. Trade Fairs in Germany Information offices abroad

14. German Foreign Trade Fair Programme

15. German Trade Fair Quality Abroad

16. Selected functions of 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

17. Participation in a trade fair as part of the marketing mix
trade fair participation

18. Traditional advertising Sales promotion / direct marketing
Communication mix
Traditional advertising
Sales promotion / direct marketing
Public relations
Direct sales
Sponsorship / event marketing / product placement
New media

19. Trends development of trade fair participations

20. Price and conditions mix
credit
discount
payment
service

21. distribution channels storage transport
Distribution mix
sales organisation
distribution channels
storage
transport

22. Product mix
product quality
product range
brand
product design

23. Trends investments in participation

24. Company aims

25. Trends trade fairs in the marketing mix

26. Trade fair targets TradeFairBenefitCheck www.toolbox.auma.de

27. 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

28. your situation and objectives correspond to the theme of the fair
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

29. 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

30. 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
additional sources of information
Chambers of Industry and Commerce
Chambers of Industrial Crafts
Trade Associations
German Chambers of Commerce abroad

31. Example of cost structure

32. 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

33. Participation documents
map of exhibition ground
hall maps
registration documents
available services
available locations
fair and exhibition conditions
regulations

34. 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

35. Stand types

36. Environmental sustainability

37. 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!

38. press mailings to professional magazines internet advertisements
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

39. invitation with a reply option by letter, fax or e-mail
Attracting visitors
invitation with a reply option by letter, fax or
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

40. release to concide with editorial department’s timetable
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

41. 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

42. 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

43. Notes on discussion (complete version in our brochure „Successful Participation“)

44. 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!

45. Reaching of targets (quantitative) Example

46. Reaching of targets (qualitative) Example

47. Costs control Example

48. Cost-benefit-comparison Example

49. Reaching of the company aims