Careful planning

As with any other project, planning is the key to success at fairs. Good planning and creative execution produce results, both at the fair itself and far into the future. Remember each stage of the fair project already during planning: before – during – after.

Planning tips

  • Set a clear and concrete goal for the fair
  • What is the right solution/method for you?
  • Think about the message you want to send to your target group(s)
  • How can you ensure active participation? Additional activities, information gathering, competitions…
  • A marketing and information plan will help you succeed
  • Remember the selection and coaching of your staff already during planning
  • Is there anything of particular value at your stand? Are you going to be needing extra security services?

How will you track the results (long-term and short-term)?

  • How could you benefit from the help and services offered by the event organiser?
  • How will you handle after-marketing?

Fair goal

This goal will form the basis for planning, implementing and evaluating your marketing for the fair. Your goal can be qualitative, quantitative or functional. The main thing is that the goal is measurable and, of course, realistic. Focus on the fundamentals – setting too many objectives could result in achieving none.

Example goals

  • Sales
  • Customer relationship management
  • Acquiring contacts or compiling a customer register
  • Publicity
  • Building a corporate image
  • Launching a new product or service
  • Recruitment
  • Testing a new product
  • Survey or canvassing
  • Finding distributors