Exhibiting made easy

No other marketing instrument is as important for B-to-B communication as exhibitions, according to the result of the exhibitor survey conducted for the "AUMA Fair Trend 2009". A well-organized presentation at an exhibition is far more successful than direct marketing or public relations. How (first-time) exhibitors at GaLaBau (15-18 September 2010) can plan a perfect presentation and keep costs under control is revealed by NürnbergMesse on its Internet site.

Company marketing managers are often confronted with questions like: Is exhibiting worthwhile? Is the cost comparable with the benefit? How can we measure the success of exhibiting? The answers to these questions can be found without difficulty using the Trade Fair Benefit Check, an online tool from AUMA (Association of the German Trade Fair Industry). The Trade Fair Benefit Check calculates the costs that would occur for achieving the exhibiting targets with other instruments – e.g. advertising, direct marketing or sales staff. This is done by quantifying the benefit of exhibiting and comparing the costs. Interested users can download the programme onto their computer free of charge at the GaLaBau Internet site.

Once the decision to exhibit has been made, it's time for specifically planning for the exhibition. The following points must be covered: definition of exhibiting targets, selection of exhibition, definition of budget, procedure and time schedule, selection of exhibits, registration and organizational registration, exhibition stand, stand personnel, public relations and communication, follow-up and monitoring success. Detailed information on this can be found in the free brochure "Successful Participation in Trade Fairs" and on the CD-ROM "Messe fit. Ready for Trade Fairs" – also at

Tips on the best way to prepare for exhibiting and keep costs under control are provided by the seminars on "Professional Exhibition Planning" and "Monitoring the Success of an Exhibition". The first of these deals with the classic exhibition preparation and follow-up (exhibition plan, definition of targets, PR concept, stand design, stand personnel, etc.). The second seminar is aimed at return on investment, i.e. the profitability of participating in an exhibition, and covers exhibition controlling, lead management, surveys, mystery visits, analysis of competition, calculation of contact value, identification of potential savings, cost drivers, etc. The seminars are held in Nürnberg, Berlin, Düsseldorf, Essen, Frankfurt, Hamburg, Karlsruhe, Cologne, Leipzig, Munich, Stuttgart, Basel and Vienna. The dates and programmes can be found at the GaLaBau Internet site as well.

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