1. Trade Show, Fair
The Fair is a marketing event with special characteristics. When you know these characteristics and act accordingly, you will further your possibilities for a success considerably.
1. Give five reasons why you should attend a Fair.
a) As an exhibitor b) As a visitor / guest
2. At a Fair, some companies are more successful than others. Why ?
Participating at a Fair is expensive. There is a saying that attending a Fair, without readily thought targets, is a waste of money. What targets should you have ?
4. Arranging of a Fair is strictly business. The success at a Fair depends partly on the arranging organization. What requirements do you put on this company ?
5. Work at the Fair is hectic and tiresome. It may well be that you will forget important issues. It is advisable that you prepare yourself by making a questionnaire to be filled with the customers. What information do you wish the customers to give ?
6. At a Fair, people act as they were in a group. This happens both to the exhibitors and the visitors. This heardbehaviour works either in your favour, or it can be a nuisance. You can either use it, or you can let yourself to be used by it. It is amazing how much a person is willing to do if he is only kindly asked to do so. Make a plan on how your personnel works on a customercontact. a) In its preliminary phase b) In its middle phase c) In its end phase.
7. The follow up of a Fair is an important part of the total operation. This may be the final key to success. What important tasks should be done after the Fair ? How are you going to do them ?

2. Why participate at Fairs ?
Fairs attract the customers, high concentration, place & time
Customers come to the seller
=> new customers
Personal contact to new / old customers
Searching for new partners / assisting the agents - distributors
More sales, Sales Promotion, making the Company & Products familiar => customer makes his buying decision later
Real product presentation, testing of product concepts,
=> getting information, distributing information, closing of sales
Presentation of novelties / testing of compet. strength, => R & D
Getting new ideas
Get a feeling of market situation and trends
Get a quick and broad view of what is at the market
Comparison, Competitors / Competing solutions etc.

3. Success at a Fair
The real reason for a success is a systematic plan, - not better lay-out nor booth nor spending of more money.
The plan has clear justifications for the participation. In addition, it has specific targets to which all activities are adjusted.
Pre plan
Selecting of a Fair
Is it necessary to participate ? How ?
What do we want from the Fair, what are our targets ?
With what products hould we participate, why ?
The booth and its functions
Estimate of the customers who will attend the Fair
Invitation letters / cards to the customers ...what is the key message...
Own personnel and their workplan
Selecting of exhibits, final checks, packing, sending and planning the return
At the Fair
You work according to the plan. Othervice, you may end up in a mess, wasting both your and the customers energy and time.
Follow up
Everything is predesigned and ready to be carried out.
Whatever you promise at the Fair, keep your word !!
The customers will remember your promises,
=> consequences…

4. Targets for the participation at Fairs
Write down the Targets.
Direct sales ? Contracts ? Sales Promotion ? Enlargening of the customer base ?
The growth of sales is in itself not a sufficient target, you should specify : to whom, what products, how many, how, when, at what price etc. etc.
Survey of customer need, decisionmakers, knowledge level, decision criterias, purchase quantities and time schedules.
Give product training to customers. Main features can be distributed to a large group effectively.
Making the company known. Strengthening of the company image.
Testing the competing strength of own products. Possibly product modification or decision to stop with a product (-palett).
Follow the product cycles and R&D status.
Competition situation. Who, what products do the competitors have and with what arguments are they sold ?
What is the technical level of their products ? What is their way of acting ? Who are their customers ? etc.
Product- and marketideas can be received from allover : customers, other visitors, competitors, in the buss, at the cafeteria etc.
It is worthwhile to have some topics rehearsed and all the time keep the ears open.
Making contacts with key persons, networking, searching for partners.
Searching for representatives / agents / distributors. Giving assistance to their activities.