← Zurück

Checklist exhibition stand

Appoint a decision maker

It’s impossible to do everything by yourself. Instead, coordinate the processes. Appoint a suitable decision-maker and provide him or her with the necessary authority. Bring representatives from sales and marketing to the table, require and encourage facilitated sharing of experiences. A compliant approach increases efficiency and reduces costs.

Define your target group

A closer look at your existing customers allows you to categorize them. Not only size, nationality and the specific field of activity of the company, but also age and gender of your contact person allow conclusions about your target group. Likewise, the question arises as to which addressee you want to address and win over in the future. Only those who know their target group can place their offer precisely.

Formulate your trade fair objectives

The decision for the means of communication trade fair has to be justified and the existence of the demand has to be checked every time anew. Write down quantitative and qualitative trade fair objectives and define means for evaluation and success control. Reduce the self-presentation to the essentials. Avoid the hawker’s tray principle and concentrate on your core message. Less is sometimes more.

Define a budget

Trade fair participations are relatively cost-intensive, regardless of success and benefit. This makes it all the more important to plan your investment precisely and to weight the individual items accordingly. Not only stand space, logistics and stay, but especially planning, conception and accompanying measures are to be considered here. Include the costs for your appearances in your medium and long-term orientation and check success and benefit.

Choose an event

The right placement of your products and services determines success. Before choosing a booth space, the first question is the event. Industries develop quickly, international exhibitions gain and lose importance. Similar products may well be more advantageously placed at different exhibitions. Watch the competition, analyze the market and whatever you do – start early enough.

Take marketing measures

A link on the website, the existing customer mailing and a catalog entry undoubtedly form the basis of trade show marketing. Beyond that, all activities must be subordinated and adapted to the individual trade show goals. Don’t forget that valuable information is gained at this point, which can be used to optimize your objectives.

Train your stand personnel

It is essential for a successful presentation that employees and service personnel internalize the trade show objectives and marketing campaign. Brief booth personnel in writing, provide contact information and a consistent way to document conversations. Establish clear rules of conduct at the booth and when interacting with potential customers. Personnel who function as a team inspire confidence in the company and product.


Only the evaluation of each trade fair participation provides information about its actual benefit. Give your employees sufficient time for careful follow-up. Ask for the results and gather feedback from employees and customers. In accordance with the principle of continuous improvement, these results are decisive for the development of future objectives. After the show is before the show.