Trade fair marketing

Especially in the B2B sector, a visit to a trade fair can be of great advantage: you make yourself and your company better known, get to know potential customers, can maintain contacts with business partners and also observe the competition. In the print24 blog article you can find out how to design a trade fair stand as well as how to publicise the visit with the appropriate marketing measures.

Advantages of a visit to a trade fair for your B2B company

A trade fair visit in the B2B sector offers a variety of advantages for the marketing and business development of your B2B company. Through it, you can personally interact with potential customers, business partners and prospects. This face-to-face interaction allows you to build relationships and trust, as well as develop a deeper understanding of customers' needs and requirements. Furthermore, they provide the ideal stage to present and demonstrate your products and services directly on site. This allows potential customers to experience your products first-hand and better understand their capabilities. At the same time, you can observe the market at a trade fair. You gain insights into current trends, innovations and developments in the industry. Observe the competition, learn about new technologies and find out about changes in the market environment!

Another advantage of visiting a trade fair is the excellent opportunity to generate qualified leads. You can collect contacts who are interested in your products or services and who could be potential customers. At the same time, you gain a platform to maintain existing business contacts and make new ones. Effective networking can lead to strategic partnerships, cooperation or other opportunities for collaboration. Also, get direct feedback from customers and prospects on your products and services for your B2B company! This feedback can be valuable in improving your products or adapting marketing strategies.

By participating in trade fairs, you can also strengthen your brand presence and increase your visibility in the industry. A well-designed stand and a professional appearance will contribute significantly to a positive perception. Furthermore, take advantage of the opportunity to attend lectures, workshops and discussion panels on current topics. These opportunities allow you to deepen your knowledge, learn from experts and expand your expertise. Trade fairs also often attract trade media, journalists and bloggers. This gives you the chance of media coverage of your B2B company and products, which can increase reach and visibility. Use trade fairs as a platform to sell products directly on site. This can be particularly effective if trade fair visitors already show a strong interest in buying.

A trade fair visit in the B2B sector is thus a valuable opportunity to establish customer contacts, present your products, exchange knowledge, increase your brand presence and create business opportunities. However, successful trade fair participation requires careful planning, preparation and follow-up to achieve the best results.

How to choose the right trade fair for you and your company

Choosing the right trade fair for your B2B company is a crucial step in getting the most out of your participation. First, familiarise yourself with the most important trade fairs in your industry. Which events attract the most relevant players and target groups? Look for trade fairs that take place in your specific niche or business area. Likewise, identify your main target groups and potential customers. Which trade fair do most representatives of these target groups go to? The fair should also offer a high concentration of potential customers who are interested in your products or services. At the same time, also clarify what goals you are pursuing with your visit to the fair. Is it about lead generation, product presentation, networking or brand presence? Choose a suitable trade fair accordingly.

In the B2B sector, trade fairs are often the best choice because they focus on specific industries and business areas. Here you will find experts, buyers and decision-makers who are specifically looking for solutions. In consumer fairs, the relevance for your B2B company may be more limited. Above all, make sure that the trade fair thematically fits your company. The products or services you offer should fit into the trade fair concept. A trade fair that is thematically far removed from what you offer is likely to be less effective. Also consider trade fairs in neighbouring regions or even abroad, especially if cross-border business relationships are relevant for your company. Regions close to the border can form interconnected economic areas that are suitable for business opportunities.

You can also find out about trade fairs that have already been successful for companies in your industry in the past. This can give you an indication of which fairs have a good reputation for attracting relevant target groups. Also look for reviews, feedback and experiences from other exhibitors who have participated in the past at the fairs you are considering. These insights can help you better understand the pros and cons of certain events. Considering the size of the fair is also important. Large fairs often attract more visitors but also offer higher competition. Smaller fairs can offer a more intimate atmosphere for networking. With this in mind, make sure that your participation in the fair is in line with your budget and available resources. Participation fees, stand costs and preparation costs should be within your budget.

Plan your visit to the fair carefully

Timely and thorough planning of all aspects of your trade fair participation is essential to ensure that your participation is successful and that you achieve the desired results.

Find out early about the registration deadlines for the fair and also be aware of the deadlines for booking fair services such as electricity, internet, water, etc. Early registration helps to secure better stand positions and benefit from early booking discounts. Similarly, decide what type of stand best suits your objectives. Build a team to take care of the design and construction of the stand. Take into account your brand image, product presentation and the requirements of the fair. It is best to assemble a team that will take care of the different aspects of the trade fair presentation. Marketing staff are often the main ones responsible, but depending on the nature of your products or services, it may be useful to involve subject matter experts such as developers or sales staff. You can also use a project management tool to track tasks, deadlines and responsibilities. This makes it easier to coordinate and control the preparatory work. You should also book all required trade fair services such as electricity, internet, water, etc. in good time. Make sure that these are available at the required time and that your stand functions properly. Access authorisations for suppliers, craftsmen, employees and vehicles should also be obtained early enough. Only when all access authorisations are available can you ensure smooth operations. If you need service providers such as carpenters, electricians or catering services, contact them early to clarify availability and costs. Also, don't forget to provide information for the exhibitor directory. This is important to ensure that your company is visible in the fair catalogue and online.

You should set clear goals for your trade fair appearance. What messages do you want to convey? What products or services do you want to present? Make sure that your stand and materials support these goals. Prepare your stand staff for the fair according to your defined goals. Train them in terms of products, messages, conversational skills and customer interaction. Of course, you also need to prepare all the necessary marketing materials and advertising materials to be used at the stand. This includes brochures, flyers, banners, business cards, etc. Moreover, plan how you will follow up and process leads and contacts after the fair. A clear follow-up strategy is crucial to maximise the value of the trade fair participation.

This is how your stand will catch the eye of visitors

The combination of appealing design, clear messages and a pleasant atmosphere will help your stand to be perceived positively and attract visitors. A well-designed stand will also make your company more likely to be remembered by trade fair visitors. You can follow these tips:

As a general rule, an attractively designed stand conveys professionalism and quality. So make sure your stand is inviting and well-designed. Your message should be clear and concise. Use eye-catching lettering, graphics and images that clearly communicate your products, services or brand message.

Your stand should also reflect your company's brand identity. So use colours, logos and design elements that are consistent with your brand. At the same time, create a pleasant atmosphere at the stand that makes visitors feel comfortable and welcome. Think especially about seating, pleasant lighting and a friendly vibe. By integrating interactive elements such as touch screens, demonstrations or product presentations, you can arouse visitors' interest and keep them at the stand for longer.

It is also important to display your products or services prominently. For this purpose, use well-placed displays, samples or models to arouse the visitors' interest. For smaller trade fair appearances, mobile and individually printed exhibition stands can also be a suitable option. They are cost-efficient and can be adapted to your needs. For larger appearances, on the other hand, it can make sense to work with a professional stand builder. With them, you can develop customised solutions that will make your stand stand out. If possible, integrate meeting rooms into your stand.

These allow you to hold confidential discussions with potential customers or business partners. Also, consider practical aspects such as a small kitchen with a coffee machine and refrigerator. Snacks for customers can be a friendly gesture. In addition, make sure that your stand is always attended to. Friendly and competent stand staff are crucial to attract and inform visitors.

No matter which option you choose, always make sure that you comply with all rules and regulations of the fair organiser regarding stand size, materials and construction. Violations could lead to problems during the event.

Publicise your trade fair visit with appropriate marketing

Publicising your visit to the fair and attracting visitors requires a targeted marketing strategy. Start your trade fair advertising even before the event. In particular, mention the trade fair participation on your website and share it via your social media channels. Arouse curiosity by posting teasers about new products or special promotions. Use your email list to inform your contacts about your trade fair participation. Send invitations, and announcements of new products as well as the stand number and emphasise the added value visitors will receive at your stand. You can also send newsletters explaining why it is worthwhile for your customers to visit your stand.

Another option is to send personal invitations to customers, business partners and suppliers. Highlight what benefits or innovations they can expect at your stand. Also, integrate trade fair information into your everyday communication, be it in email signatures, on letterheads or in promotional materials. As a further marketing strategy, use social media advertising to target your trade fair participation. Target group-specific advertisements can help to increase the reach. In addition, inform trade media about your trade fair participation, innovations or special activities at your stand. Press releases and media contacts in particular can help generate media attention.

To offer additional incentives to attract visitors to your stand, you can resort to raffle promotions or special offers. Make sure that these promotions are communicated. Use the fair to present new products and innovations. Announcing new products or exciting innovations can arouse visitors' curiosity and attract them. At the stand, visitors should find sufficient information material such as flyers, brochures, catalogues and business cards that they can take away to remember your stand and your offer later. To be even more memorable, you can also plan show acts, product presentations or demonstrations at your stand. Such actions can attract attention and draw visitors.

After the fair is before the fair

The follow-up to a trade fair is a crucial phase to ensure that you get the most value out of your trade fair appearance. By following up in a structured and timely manner, you can use the knowledge you have gained to make your future trade fair participations more effective. Go through important conversations and evaluate them. Also, sort the contacts you have made according to their quality and potential. In doing so, you can identify potential customers, interested parties and business partners. If you have promised visitors documents, brochures or further information, send them these as soon as possible. This way you keep their interest as well as your company present. It is also possible to send personalised follow-up emails to prospects that pick up on conversations and interests.

With your sales team, you can also follow up on targeted contacts after the show. Arrange visits, presentations or negotiations to turn interest into business.

You should also follow up on the fair with your team. At a meeting with your team, you can share your experiences and observations from the fair. Discuss what worked well and which areas have potential for improvement. Talk especially to your staff who were at the stand. Seek their feedback and impressions to critically evaluate the trade fair participation and the stand appearance. For this purpose, also record all important insights, collected leads, follow-up activities and feedback in a documentation. This will help you prepare for future fairs.

You can also ask customers who visited your stand for their opinion. Their feedback can provide valuable insights into how your stand and products are perceived. Also, make sure that the collected contact data is properly entered into your CRM database. Update the status of contacts and add notes to track progress.

Based on the experience and feedback from the fair, adjust your plans for future fairs. Identify areas that can be improved and plan appropriate measures.

With print24 to a successful trade fair appearance

To make your company better known and to remain in the memory of your customers and business partners for longer, a visit to a trade fair is worthwhile, especially in the B2B sector. We are happy to support you with the advertising materials you need. Design flyers, brochures, deck chairs, banners, beach flags or even textiles with your brand - it's easy at print24! If you have any questions, please do not hesitate to contact us, we look forward to hearing from you.