ZF - FAIR AND CONGRESSES

Fairs, Congresses, Exhibitions and Their Objectives

Historical Evolution of the Exhibition Fair Activity

• Origins and Early History

  • Fairs played a key role in commercial exchange, addressing product availability issues in major cities.

  • Merchants shared ideas and learned about competitors.

  • Present in the Roman Empire but declined after its fall (5th–7th century).

• Medieval Fairs (476–15th Century)

  • Commerce revived under Charlemagne (747–814).

  • Fairs emerged at major trade routes and religious gathering sites.

  • 12th century: Trade meetings gained importance, often near churches.

  • Characteristics of Medieval Fairs:

    • Towns granted privileges by emperors and kings

    • Custom exemptions for traders

    • Foreign merchants allowed to open stands

    • Fair courts handled disputes and contracts

    • Military protection and free escorts

• Bills of Exchange

  • 15th–16th Century: Financial Innovation

  • Bills of exchange used as early money substitutes, making transactions easier.

  • Political and clerical institutions, such as German bishops, used fairs for payments.

  • Fairs declined at the end of the Middle Ages, further challenged by the Industrial Revolution.

• Industrial Revolution & Modern Exhibitions (19th Century–Today)

  • The Great London Exhibition (1851) was the first major international fair.

  • Marked the beginning of expos as platforms for innovation and industry.

  • Hosted in Crystal Palace, setting a precedent for future exhibitions.

  • Rise of World Expos.

  • Next Osaka 2025.

• Modern Trade Shows & Sustainability

  • Globalization led to widespread national and international fairs.

  • Business benefits: Market entry, networking, industry insights

  • Economic impact: Supports local businesses (restaurants, hotels, airlines).

  • Sustainability focus: Reducing carbon footprint, eco-friendly event practices.

Concept of Trade Fair, Congress and Exhibition

• Definition of Planned Events

  • Events are temporal (beginning & end), programmed, and location-specific.

  • Key characteristics:

    • Uniqueness

    • Perishability (cannot be stored)

    • Labour-intensive

    • Fixed timescales

    • Intangibility (experiences rather than tangible goods)

    • Personal interaction

    • Ritual/ceremony

• Events and Their Impact

  • Events transform spaces temporarily, influencing how people experience a location.

  • Often closely tied to local culture and identity, reinforcing community bonds.

  • Community-building role is important for social policy makers & politicians.

  • Every event experience is personal & unique, shaped by setting, program & people.

• Categories of Events

  1. Sports Events

  2. Cultural & Arts Events

  3. Business Events (includes trade fairs, conferences, exhibitions, incentive travel & corporate events)

• Business Events & Their Importance

  • Also known as MICE (Meetings, Incentives, Conventions, Exhibitions).

  • Business events serve to:

    • Promote & market products/services

    • Engage in commerce (direct sales, networking)

    • Foster international trade & tourism (e.g., World Expos)

    • Support corporate objectives (training, morale-building, policy-making)

• Business Events by Size

  • Mega Events: more than $10$ Million € (e.g., FIFA, Olympics, World Expo)

  • Macro Events: $10000$ to $10$ Million € (e.g., Detroit Auto Show)

  • Micro Events: up to $10000$ € (e.g., small conference or congress)

• Business and Trade Events

  • The purpose is to promote, market, or directly engage in commerce while meeting corporate objectives.

  • Different types of business-related events:

    • Farmer’s markets, fairs, and exhibitions (focus on marketing and selling)

    • World’s Fairs (Expos)

    • Meetings & conventions (related to associations and corporations, involving learning, morale-building, and policymaking)

  • Company-sponsored events:

    • Internal (e.g., employee training)

    • External (e.g., grand openings, product showcases, sales at festivals)

• Types of Business Events By Participants

  • Internal Events: for company employees only (strategy meetings, training, team-building).

  • External Events: attended by non-employees (product launches, shareholder meetings).

  • Mixed Events: both internal & external participants (corporate hospitality days, conferences).

• Types of Business Events By Purpose

  • Legal/Constitutional: meetings for governance, elections, or business strategy voting.

  • Commercial: sales-driven events (new product presentations, sales force training).

  • Social: strengthening relationships between employees & clients (networking, team-building).
    Trade Fairs

• Typically held annually at the same location and period.

• A commercial event with the primary function of marketing and selling.

• Stakeholders gain unique added value by attending.

  • Characteristics of trade fairs:

    • Public location and specific date

    • Temporary with a fixed duration

    • Variety of products and services exhibited

    • Meeting point for buyers and sellers

    • Combination of exhibition and sales objectives

• Trade fairs as a market entry strategy:

  • Effective tool for national and international market entry.

  • Increased globalization leads to each country having its own fair.

  • Shift from multi-sector fairs to specialized fairs, focusing on segmentation and niche markets.

  • Specialization has led to highly specific fairs (e.g., funerals, weddings).

• Professionalization of trade fairs:

  • The growing number of fairs forces exhibitors to be more selective.

  • Modern organizers offer more than just a venue, considering key factors such as:

    • Target audience

    • Location and timing

    • Promotion and infrastructure

    • Parallel events

• Congresses

  • Organized by the same host, but the location and period may change annually.

  • The main function is knowledge-sharing in a specific field.

  • Stakeholders attend for inspiration and learning.

  • Temporary events but can be held multiple times a year.

• Congress vs Conference

  • Congresses are larger, with multiple sessions and broad topics.

  • Conferences are shorter and focused on specific objectives.

• Types of conferences:

  • Corporate conferences focus on business trends and networking.

  • Association conferences focus on industry-wide developments.

    • Relevant organizations:

      • OPC España = over 1,500 professionals across 14 countries.

      • Madrid Convention Bureau (MCB) = promotes Madrid as a meeting destination.

    • MICE = is the umbrella term for business events

• Exhibitions

  • A presentation of products or services to an invited audience, aiming to induce sales or inform visitors.

  • Buyers and sellers meet in a market-like environment.

  • Organized by institutions or individuals:

    • Attendees usually have a background related to the topic.

    • The main objective is to promote products or ideas.

    • Can be temporary or permanent.

    • May take place at multiple venues over time.

    • Key function for stakeholders is networking.

      • Exhibition types

        • Categorized by industry sector or size

• Comparison
  Trade Fair vs Exhibition

Definitions Recap

• Trade fair: A large-scale commercial event where businesses promote and sell products and services.

• Congress: A large formal meeting where representatives discuss and exchange ideas.

• Exhibition: An event displaying objects, services, or innovations to the public

Setting the Main Goals

• Key Aspects in Planning Goals

  • Define both the quantity and quality of objectives.

  • Set clear deadlines for execution and compliance.

  • Assign accountability for each implementation phase.

  • Assess resource availability.

  • Implement results control and evaluate goal strategies for improvement.

• Setting the Main Goals

  • Fairs are effective for:

    • Introducing new products or services

    • Customer satisfaction

    • Promotion and marketing

    • Entering new markets

    • Supply chain optimization

    • Networking

    • Meeting stakeholders’ needs

  • Before setting goals, key questions should be answered:

    • why: define the primary reason for organizing the event

    • what: plan operational aspects, e.g., guest profiles, sponsorships, themes, technology, and logistics

    • when: consider audience availability and potential conflicts with other events

    • where: select the most suitable venue

    • who: identify the target audience, sponsors, and key stakeholders

    • how: determine the tools and strategies for organizing the event

    • Common mistakes in event participation:

      • imitation: participating only because competitors do, without clear objectives

      • routine: attending as a habit without assessing profitability or strategic benefits

• SMART Goals Framework

  • Goals should be specific, measurable, achievable, realistic, and timely

• Methods for Setting Objectives

  • Objectives must align with the company's size, sector, marketing strategy, budget, and the type of fair attended

• Steps for objective setting:

  1. Determine visitor numbers from previous fairs and estimate the % of potential customers

  2. Use past experience to assess the conversion rate from contacts to actual sales

  3. Estimate expected contacts per hour, sales conversion, and total revenue potential

• Example calculation:

  • previous visitors: 30,000 people

  • potential customers (4%): 1,200 people

  • opening hours: 32 hours

  • average order value: 6,000 euros

  • 20% who finally bought the product

    • contact rate: $1,200 / 32 = 375$ people per hour

    • conversion rate: 20% of $1,200 = 240$ buyers

    • total estimated revenue: $240 \times 6,000 = 1,440,000$ euros

• Types of Objectives

  • Sales

    • The primary goal of trade fairs is often to boost sales.

    • Exhibitors meet more potential clients in a single day than through conventional sales visits (Face-to-face interactions help)

  • Image and promotion

    • Trade fairs are significant financial investments, but they strengthen relationships with existing clients and attract new ones

  • Research and development

    • Competitor analysis: observing marketing strategies, products, and innovations

    • Internal analysis: collecting real-time data during the fair for strategic insights

    • Product testing: introducing and evaluating new offerings

    • All objectives are part of the key strategy related to 3 areas: Economic, Social, Environmental

• Sustainable Events

  • Balancing economic, social, and environmental impacts to promote long-term benefits

• Economic Impact

  • Trade fairs create benefits beyond direct participants

    • Authorities gain tax revenues from event-related economic activity

    • Hospitality industries (hotels, restaurants, transport) experience increased demand

    • Beneficiaries include event organizers, local employees, retail businesses, and government bodies

  • Social Impact

    • Positive effects: strengthens community identity and preserves local culture

    • Infrastructure improvements contribute to urban and rural revitalization

    • Negative effects: commercialization of cultural traditions can reduce authenticity, increase crime, and cause temporary congestion

  • Environmental Impact

    • Focus areas include pollution (air, water, noise), waste management, and energy use

    • Key assessment tools: ecological footprint analysis and environmental input-output modeling

    • iso 20121 sustainable events: an international voluntary standard for reducing negative impacts

      • Sustainable event management includes

        • venue selection

        • transportation solutions

        • sustainable supply chains

        • waste reduction initiatives

        • efficient energy use

        • community impact mitigation

        • stakeholder engagement

Main Agents With Interest in the Fair Activity

Stakeholders

• Any group/individual who can affect or is affected by the organization's objectives (Freeman, 1984)

• Stakeholder mapping:

  • Visual tools help identify relationship strengths and influence

    • Stakeholder Strategy Matrix: Maps actors by their level of cooperation and threat potential

• Key stakeholders

  • Organizers: Set up the fair, attract exhibitors and visitors

  • Exhibitors: Rent booths, showcase products, strengthen image, fulfill CSR

  • Attendees: Customers of both organizers and exhibitors
    Community/Government/Regulators:

• These entities may also be impacted and must be considered in planning and impact assessments

Exhibitors

• Central agents in trade fairs & their commitment and professionalism directly influence the event’s success

• Their objectives (e.g., sales, research, new clients, promotion) may sometimes conflict with those of visitors (e.g., time constraints, visit volume)

Concept and Types

Key Roles in Exhibitor Teams

• Manager of the fair participation:

  • Plans, coordinates, and controls participation; responsible for:

    • Selecting fairs

    • Negotiating prices and services

    • Defining the communication strategy

    • Preparing and monitoring the budget

    • Staff selection and training

  • Required profile for manager:

    • Marketing and communication skills

    • Export and sales experience

    • Product and competitor knowledge

    • Language proficiency

    • Strong interpersonal, team-oriented, and organizational skills

• Responsible of the stand:

  • Acts as the visible representative of the company maybe also the fair manager

    • Tasks include:

      • Coordinating, training, motivating the team

      • Managing promotional material

      • Supervising accounting and reporting

      • Evaluating participation and goal fulfilment

• Stand assistants:

  • Specialized staff include:

    • Marketing team

    • Translators/interpreters

    • Hostesses

    • Photographers, journalists, catering staff

• Exhibitor’s agent or distributor:

  • Usually native to the host country

    • Benefits:

      • Knowledge of local language, customs, and business practices

      • Key contact for market knowledge and relevant client connections

• Objectives

  • Organizers and exhibitors share the goal of maximizing attendee numbers & a drop in attendees may cause event decline or discontinuation

  • Key to success: attendee satisfaction and repeat visits

  • Exhibitions will have:

    • sustainable development = repeat visitation encourages exhibitor participation

    • technological development = online marketing tools help exhibitors attract and retain attendees

• Types of exhibitors according to their objectives (UFI)

  • Hard sell exhibitors (28%):

    • Focused on targets, prefer specialized fairs, achieving a set turnover, monitor budget and competition closely

  • Communication-oriented relationship-managers

    • Emphasize CRM, attend international fairs with informative events, value communication protocol and communication structure

  • Competition-oriented representatives

    • Value visibility, prefer national/regional fairs, watch competitors closely, often copy tactics

      • Success measured in visitor numbers

  • Hybrid exhibitors

    • No extraordinary goals, focus on employee motivation, attend international fairs

  • Ambitious regional exhibitors

    • Strong on product marketing, image-focused, evaluate marketing tools

Visitors

• Visitor quantity is a key performance metric for trade fairs

• It is essential to plan realistically and understand visitor categories

Concept and Types

Main visitor types

• Buyers:

  • Senior professionals with decision-making power; focus on technical and commercial aspects

    • They feel more comfortable feeling with managers at their own level

• Purchasing teams:

  • Multi-department teams from one company; analyze the entire purchasing process together

    • Valuable cause they allow an idea of the needs the ones with purchasing capacity have

• Prescribers:

  • Influential individuals/entities (e.g., doctors, media, coaches); advise buyers but don’t purchase themselves

    • Difficult to identify but the more technical the problem the more important

• Journalists/media professionals:

  • Great promotional opportunity but authenticity must be verified before sharing sensitive info

    • Clearly identified

• Students:

  • Identifiable as organized groups

    • Future buyers or prescribers

• Manufacturers:

  • May be direct competitors or potential collaborators (e.g., piggyback marketing)

• Users:

  • Daily users of the product; no purchasing authority but may become prescribers or future buyers

• Other visitors:

  • Maybe official organizations and institutions.

  • Includes chambers, banks, logistics firms, researchers, etc.

• Piggyback marketing:

  • Two companies co-promote complementary products

    • Cost-effective and non-competitive strategy

• Types of visitors by behavior (UFI classification):

  • Intensive trade fair user (22%):

    • Heavy users, visit $\sim$21 fairs/year, information-focused, value market updates, network intensively, may close deals on-site

  • Special-interest trade fair user

    • Prepares visits carefully, no buying on-site

  • Trade fair stroller

    • Observational role, limited contact, no purchase intent

  • Pragmatist (32%)

    • Passive attendees, short visits, no clear goals, rely on other info sources

Organizing Entities

• Organizers must project a strong image to stakeholders and their marketing strategy is essential

• Organizers can be public or private

Concept and Types

Public Organizers

• EU Pavilions:

  • Group participation of EU member companies at fairs outside the EU

    • Organized by an EU body

    • Aims to convey a high-quality image of the EU

      • Offers promotion, logistics, and financial support

• ICEX (Instituto Español de Comercio Exterior):

  • Manages Spanish pavilions abroad

    • Offers a yearly calendar of events and official calls

      • Provides expert logistics, promotion, and financial support

• Chambers of Commerce and Sectoral Associations:

  • Organize group participations by region or sector

    • Supported by ICEX and/or local governments

      • Similar to official pavilions in quality and structure

• Public Fairs as Export Promotion Tools:

  • Help exporters enter international markets

    • Offer tangible support for companies learning to operate globally

      • Participation includes logistic, financial, and image support

• Private Organizers

  • Operate without EU/ICEX or chamber support

    • Must independently manage all fair logistics and costs

      • Example: IFEMA, Spain’s leading fair organizer

Types Of Events According To The Type Of Exhibition / Product

• Multisectoral Fairs:
  Showcase a wide variety of products/services without a specific theme often social milestones in the hosting city

  1. Larger surface (>75,000 m² or 100,000 m²)

  2. Massive visitor attendance

  3. Lower percentage of potential buyers

  4. Longer duration

  5. Common in new or liberalized markets with high consumption potential

  6. Require strong prior promotion to reach the relevant audience

  7. Internally organized into large product categories
     Opportunities:

• Present new products

• Acquire recognition

• Foster commercial exchanges

• Specialized Fairs: Focused on a homogeneous and identifiable sector

Advantages:

• Direct contact with interested customers and partners

• Insights into latest technologies, products, and trends

• Industry networking and collaborations

• Strategy alignment with market development

Typical Sectors:

• Consumer goods (wide range, and several exhibitions a year for the same sector)

• Industrial products (e.g., construction machinery, aircraft) (visitor is very specialized professional)

• Agrifood (traditional in rural regions)

• Services (e.g., tourism, franchises, employment, insurance)

According To The Type Of Public

• Open to the General Public: No limitations and large attendance volume
  Useful for:

• Brand building

• Direct consumer feedback

• Product testing

Typical Fairs: Multisector or consumer fairs (e.g., wedding expos, garden shows)

• Trade Fairs for Professionals Only: Restricted access to professionals in the sector with fewer visitors, but higher qualification level
  Organizers should implement effective access control

Advantages

• New business contacts

• Qualified leads

• Industry trend insights

• Brand positioning within the sector

• Participation in workshops, product demos, and deal-making

• Mixed / Hybrid Fairs: Nowadays the most common type where professionals and others can access

  • Open to both professionals and general public

  • Public access often restricted to specific days

  • Entrance via paid ticketing

• Specialized Trade Fairs (within professional-only fairs)
  Narrow focus on sub-sectors, technologies, or niches e.g. VR within tech

According to its Geographical Scope

• Fixed vs Itinerant

  • Fixed: Always held in the same city

  • Itinerant: Move across regions (common in large countries: US, China, Australia)

    • World Expos (Bureau International des Expositions)

• Regional Trade Fairs: Promote regional growth and identity
  Include:

  • Local artisans and SMEs

  • Educational workshops

  • Industry-specific zones

  • Entertainment (music, food, family activities)

• International Trade Fairs
  Foster global exchange and cross-cultural dialogue

Benefits:

• Discover new global trends

• Meet international customers/partners

• Innovation through exposure to different business cultures

• Brand positioning on global markets

• Participation in conferences, receptions, networking

Examples: Canton Fair (Chinese manufacturers), Hannover Messe (industrial tech), Dubai Airshow

According To Its Size & Periodicity

• Big: 100,000–400,000 m², high-end infrastructure, many services

• Medium: 25,000–100,000 m²

• Small: Size secondary, rather regional development or niche focus

• Annual: Same period every year (e.g., Book Fair)

• Biennial: Every two years; may alternate with complementary fairs

Other Types Of Fairs

• Subsidiary Fairs
  Smaller fairs held under the umbrella of a larger one benefit from the reputation, audience, and logistics of the main event encourage collaboration and specialization

Examples: ExpoBodas, Feria Bebé

• Reverse Trade Shows
  Originated in the EU and for large industrial projects

Process: Exhibitor provides project information to the organizer & he finds interested clients and sets up meetings

• Online and Hybrid Fairs
  Combine on-site and virtual participation technological investment crucial

Environmental benefit: fewer flights = less $CO_2$

• Hybrid booths stay available online post-event
  Key for younger, sustainability-conscious generationsVirtual Exhibitions (VEs) digital environments improve communication and marketing

Advantages:

• Fast info delivery

• Brand promotion

• Lead generation and relationship-building

Disadvantages:

• High IT costs

• No instant product access

• Limited sensory experience

• Can supplement, not replace, physical fairs

International Expos (BIE-Regulated)

1. World Expos

2. Specialized Expos

3. Horticultural Expos

4. Triennale di Milano

World Expos

Showcase human progress, innovation, and culture 6 months duration

Who attends?

• National delegates

• Business leaders

• Innovators

• Tourists and families

• Students and school groups

Specialized Expos

Thematic focus, 3 months max, 25 ha max site

Organizer provides the site; countries customize pavilions Example: Belgrade 2027 – “Play for Humanity: Sport and Music for All”

Who attends?

• Industry experts

• Academics

• Policymakers

• Entrepreneurs

• Theme-interested public

Horticultural Expos

Focus: plants, sustainability, green living relationship between humans and environment

• Who attends?

• Horticulturists and botanists

• Landscape architects

• Environmentalists

• Farmers and agricultural stakeholders

• Nature-loving public

Triennale di Milano

Avant-garde design, architecture, art Held in Milan

Who attends?

• Designers and architects

• Artists and curators

• Critics and commentators

• Academics and students

• Art and design enthusiasts

Choosing The Right Fair

Match fair type to company/product goals:If you have

• Consumer-orientated product and want public feedback general trade fair

• Industrial niche product specialized industry fair

• Global expansion international fair

• Next Step: Based on this classification, formulate and document your specific trade fair objectives

Management of Events: Participation & Involvement

Stages:

1. Define exhibition goals

2. Choose fairs that match targets

3. Set the budget

4. Conceptualize the stand and offer presentation

5. Select and train the exhibition team

6. Prepare promotional materials

7. Participate in the event

8. Conduct post-event follow-up

Selection Of Events As Business Strategy

The choice of event significantly influences trade fair success Clearly defined goals help Minimise risk of poor participation Measure if objectives were realistic Assess if the event aligned with target outcomes Only 29% of companies set specific objectives; just half follow through (Dallmeyer, 1998)

1. Define exhibition goals

2. Choose Fairs That Match Targets

Trade shows are:

• Standalone marketing tools

• Part of broader promotional strategies

• Face-to-face marketing in various formats

• Rated by interactivity intensity
  Key Step: Match Event to Strategic Goals

Steps to Follow When Selecting The Fair

2. Identify potential events

3. Gather info on them

4. Evaluate the organizer

5. Estimate participation costs

6. Interview past participants and customers

7. Visit the fair in advance

8. Compare all relevant factors

Information To Be Considered

• Rather Multisectoral vs Specialized?

• Prior Competitor Participation to gather insights for strategic advantage

• Promotional Efforts Indicates organizer commitment, International events require broader promotion fairs take 18–24 months planning and must be announced 6–12 months before the budget planning of commercial organizations

• Industry/Public Sponsorship adds credibility and exposure Facilitates partnerships through sponsorship programme with exhibitors

• First-Time vs Consolidated Fair?

  • Established fairs offer Experience and know-how, strong image and public trust, verified visitor/exhibitor stats to assess evolution

• Number and Type of Visitor? know visitor type, authority, origin, interests, and spending power Brochure data of previous quantity of fair visitors may be misleading—validate carefully

  • Visitor breakdown (at least 25% are not buyers):

    • 2/10: not interested

    • 4/10: interested but not buyers

    • 2/10: unreachable buyers

    • 2/10: real buyers worth following up

• Net Exhibition Space? fairs with smaller spaces then in competing events are less attractive Check detailed floor plan: Indoor/outdoor space and net stand area

• Location and Date Must be accessible, safe, and attractive (very important for international fairs)

  • Conflicts with other events:

    • Can reduce media impact

    • Increase costs and hotel demand

    • Potential safety issues
      Organizing Entity Experience is key If unknown, check:

  • Founding year

  • Director background

  • Other events run

  • Association membership

Tips For Choosing The Right Expo

• Align with Goals: Know your intent (networking, sales, etc.)

• Research the Organizer: Past events show reliability

• Check Location: Must be convenient and well-connected

• Get Attendee Feedback: Insight into real experiences

• Review the Agenda: Topics, speakers, and sessions should match your interests

Stages In Fair Planning

Pre-Fair covers all planning before execution Key activities: Define team roles, set goals, organize committees and supporting teams

Typical Pre-Fair Teams

• Organizing committee

• Technical team

• Catering

• Budget & accounting

• Marketing

• Security

1. Set The Budget

• Estimation of participation costs

  • If experienced: Review past financial records and adjust for inflation

  • If first-time: Request organizer’s cost breakdown

Cost Categories

• Space rental

• Stand design, decoration, transport

• Equipment, modifications, storage

• Accommodation for team

• Service fees (electricity, cleaning, etc.)

• Goods transport

• Staff

• Marketing (ads, invites, posters)

• Giveaways, merchandising

• Food & drinks

Conceptualize The Stand And Offer Presentation

Visitors decide in 7 seconds if interested, means a stand must immediately spark curiosity Multisensory impact: visual, tactile, auditory, olfactory Especially important for intangible services The more abstract the product, the more essential the stand quality

Exhibition Strategy And Styles

Once committed to participation, define: Strategy, Style, Targets Planning steps help align booth design and communication toolsDecide:

• Which products to offer (new/known)

• Which markets to approach (new/current)

Results in 4 strategic options from combining product/market types

Customer-Oriented Style (Same product & market)

Focus: Boosting sales with the help of established products

Methods:

• Motivate existing & attract new customers

• Customer care emphasized

• Personal discussions encouraged (dedicated areas)

• Use catalog ads, floor plans, journals

• Host events at the stand (e.g., customer evenings)

Product-Oriented Style (Same market, new product)

Focus: Introduce product application & benefits

Methods:

• Product demos

• Sales promotions (samples, giveaways)

• Organizer’s special shows

• Events and direct mailings

• Spacious booth areas for showcasing products

Contact-Oriented Style (New market, existing products)

Focus: Brand/company/product introduction

Methods:

• Open booth design

• Simultaneous advertising (flyers, outdoor ads)

• Sales promotions (lotteries, price contests)

• Communication-focused interaction

Advisory-Oriented Style (New market & new products)

Focus: Consulting & problem awareness

Methods:

• Demonstrate advantages & applications

• Host expert talks

• Quiet meeting areas (2-floor booths recommended)

Stand Location & Types

Visitor logic main aisles seen as premium spots Pros of different spots:

• Entrance – early visibility, easy navigation

• Next to big players – benefit from traffic

• Avoid noisy/crowded areas – can reduce quality talks