Development and implementation of national and international trade show strategies

The main reasons for the development of trade show strategies are:

• Lack of clear objectives to evaluate (measure) the success of the trade show.
• Absence or poor communication of clear goals that provide our activities with a clear direction and ensure that all employees know and follow this direction.
• Absence of goals giving meaning and orientation to our actions. They are a measure and motivation for performance and thus a criterion for success control.

The essential goals of a professional trade show strategy are:

• Don‘t count the people you reach – Reach the people who count!
• The alignment of company and trade show strategy must be ensured.
• Ensuring that the benefits of trade show participation can be accurately assessed.
• Ensuring good pre- and post-show preparation with clear responsibilities.
• Ensuring competent training in communication and appearance of booth staff.