How to plan for your participation in a trade fair?

Trade fair marketing is based on the analysis, planning, organisation, development and control of the different actions to meet the desired objectives through the participation in the trade fair, and a post-evaluation of the results obtained.

Contributed by: Fernando Le Monnier, our trade fairs and exhibition expert

It is advisable to include the trade fair participation program in the Marketing Plan so that you can link the sales objectives to the different trade fairs. Also, it is necessary to reinforce the relationship between the trade fairs, direct marketing and public relations efforts, publicity and all the components of the marketing mix.

The trade fair participation program can be implemented in 3-phase process:

1- PRE-TRADE FAIR: Planning and Organisation

In this first phase, the exhibitor has to take 4 critical strategics decisions: establish the objectives of the participation in trade fairs, fix the budget, define the objective to capture the public and to proceed to the analysis and selection of the potential trade fairs to participate.

After the exhibiting company has precised its planning and organisation of the trade fair participation program, where between other actions, highlight the contracting of the stand, the selection and contracting of specialists for the design and construction of the stand, the design and execution of the program to capture visitors to the stand, as well as the selection and training of the personnel to be present in the stand.

2- DURING THE TRADE FAIR: Action

This phase is about putting in action the strategies that have been defined, analysing the sales process, design methods to manage and animate the stand and to create qualification and classifications of the contacts made.

3- POST TRADE FAIR: Follow-up and Evaluation

This last phase is to proceed with the follow-up on all the contacts made during the trade fair, as well as the evaluation of the results obtained according to the objectives made.