Trade fairs, trade shows, and exhibitions are a company’s showcase and an important branding platform. Product developments are pushed ahead at full speed in the run-up to leading trade fairs in the industry, and prototypes are not finished until just before the trade fair…. Even if the trade fair design has been adopted relatively early, things get rather tight close to the go-live date. A data sheet, brochure, or a literature rack is needed — really quickly. Quickly add the information to the trade fair system so that it can also be presented online. The language versions. And much more.
In order for the brand to be presented correctly in three-dimensional space and be experienced in a playful way, the brand needs a good booth or stand concept and an appropriate brand image. To set the right standards for trade fair stand construction and stand design, the work at the branding agency begins earlier.
- What are the goals of exhibiting at the fair? The key words here are measurability and success monitoring.
- Whom would we like to reach and get to know there at the fair? The key word here is customer lifecycle.
- What should the visitor to our stand experience? The keyword is customer experience.
When there are concrete answers to these three key questions, trade fair planning is already much more efficient and targeted. It also is easier to focus on important products and statements. It is easier to control trade fair advertising and invitations. It is easier to prepare the stand team and sales staff for the trade fair objectives and key messages. It is easier to do trade fair market research. It is easier to measure the success of exhibiting at the trade fair and to derive action for post-fair (follow-up) work.
Creating the concept for the trade fair and the design of the stand, trade fair planning, integrated marketing communication around the trade fair, promotions at the stand, film and animation, follow-up and evaluation…. We support all these efforts and challenges at the branding agency holistically and in the spirit of the brand. We do this so that nothing is left to chance — whether a large leading trade fair, regional sales fair, in-house exhibition at a corporation or large organization, university fairs, or recruiting days. The principle is essentially the same.