Trade fairs and events

A company can achieve numerous business goals by participating in a trade fair or organizing an event. The primary and certainly most important is expanding the network of contacts and, consequently, generating new leads. Moreover, fairs and events prove effective in strengthening the brand’s visibility and contribute to positioning it as a leader in its industry, increasing stakeholder trust.

These occasions are valuable in market research as they offer a unique opportunity to observe competitors, analyze market trends, and receive direct feedback from a highly targeted audience.

Finally, presenting new products or services in such contexts can significantly increase engagement and, consequently, the involvement of participants who, with the brand, share a genuine experience.

Before tackling any fair or event, the first thing to know is that the enhancement of these touchpoints begins before and extends beyond the event itself.

Before the fair: Integrate the event or trade fair into the marketing strategy. Develop a communication concept (message, key visual). Create a message that expresses the positioning and goals of the company and can be adapted across all brand communication, both online and offline. Develop supporting communication tools, from the company profile to dedicated or institutional videos, gadgets, and events (e.g., webinars) during the event days. Create/customize the stand graphics to enhance communication and support the company’s goals. Develop digital communication activities before the fair/event, such as registration and on-site meeting landing page at the fair, organic social media posts leading up to the fair, sponsored social media posts for lead collection, automated invitation DEMs to visit the stand and make appointments, dedicated SEA campaigns, and more.

During the fair: Support the relationship and collect visitor interests. Develop communication activities such as a fair video reportage with video interviews, daily dedicated posts on social media with photos and videos taken at the fair throughout the days via LIVE and stories, recall via DEM to customer databases following the fair, and more.

After the fair: Nurture contacts and track conversions.