productronica 2017 // 10 steps for guaranteed success at trade fairs
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TRADE FAIR STAND CONCEPT<br />
Be convincing with the right idea. An impressive <strong>trade</strong> fair stand <strong>at</strong>tracts visitors and arouses interest<br />
in your company. The <strong>trade</strong> fair budget and size is not important <strong>for</strong> this. Wh<strong>at</strong> is important<br />
is a coherent <strong>trade</strong> fair stand concept th<strong>at</strong> supports you in achieving your <strong>trade</strong> fair objectives.<br />
KEY QUESTIONS<br />
Wh<strong>at</strong> characterises a good stand concept?<br />
The perfect <strong>trade</strong> fair particip<strong>at</strong>ion is achieved with a specific aim in mind. If, <strong>for</strong> example, you wish to<br />
increase awareness of your products, the stand concept will place your products in the <strong>for</strong>eground. If,<br />
however, your most important objective is to make contact with new customers, then the main focus of<br />
<strong>at</strong>tention <strong>for</strong> your stand should be the interest it gener<strong>at</strong>es from afar with eyec<strong>at</strong>ching items th<strong>at</strong> get<br />
noticed. In any case, the stand concept should have a clearly <strong>for</strong>mul<strong>at</strong>ed message to convey <strong>at</strong> the<br />
<strong>trade</strong> fair.<br />
The main purpose of a <strong>trade</strong> fair is to enable discussions to take place. It is there<strong>for</strong>e important to plan<br />
areas where meetings can be held in a pleasant <strong>at</strong>mosphere.<br />
Another important part of the overall conception is the detailed design of the stand. Ensure th<strong>at</strong> the<br />
optimum selection of exhibits are on show and th<strong>at</strong> graphics, lights, colour and m<strong>at</strong>erials are used<br />
purposefully.<br />
Wh<strong>at</strong> should be taken into account when dividing the stand?<br />
Ensure th<strong>at</strong> there is a clear division between communic<strong>at</strong>ion and present<strong>at</strong>ion areas by means<br />
of plants, semi-transparent partitions or divided levels. Cre<strong>at</strong>e a different <strong>at</strong>mosphere in each area,<br />
<strong>for</strong> instance by using different flooring or distinct lighting.<br />
From the start, ensure th<strong>at</strong> you have calcul<strong>at</strong>ed sufficient space <strong>for</strong> the back office area, storeroom,<br />
wardrobe and above all refreshments. The c<strong>at</strong>ering in particular should not disturb proceedings on<br />
the stand. It should not be possible to see into the kitchen or behind counters.<br />
Ensuring good orient<strong>at</strong>ion <strong>for</strong> the visitors <strong>at</strong> your stand is particularly challenging: in<strong>for</strong>m<strong>at</strong>ion<br />
counters should stand out as the first port of call and the different stand areas should be clearly<br />
distinguished by clear signage. Think of the principle „less is more“ – avoid access barriers and<br />
ensure th<strong>at</strong> you do not „block off“ your stand. Ensure th<strong>at</strong> there is sufficient room <strong>for</strong> exhibits and<br />
present<strong>at</strong>ion m<strong>at</strong>erial.<br />
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