AUMA - Successful Participation in Trade Fairs- Brochure

PRACTICESuccessful Participationin Trade Fairswww.auma.dePublisher:AUMAAusstellungs– und Messe–Ausschussder Deutschen Wirtschaft e.V.Association of theGerman Trade Fair IndustryLittenstrasse 910179 BerlinTelephone +49 30 24 000–0Telefax +49 30 24 000–330info@auma.dewww.auma.deEdited by:Dr. Peter NevenSylvia KanitzDesign:CCL, BerlinProduction:zappo, BerlinPublished: 12/2010Successful Participationin Trade FairsTips for Exhibitors Table of contents 1. Germany, Trade Fair Country 6 2. Trade fairs as part of the marketing mix General marketing aspects 9 Trade fairs as part of the communication mix 13 Trade fairs as part of the price and conditions mix 15 Trade fairs as part of the distribution mix 15 Trade fairs as part of the product mix 16 A word about competitors 16 3. Aims of participation in trade fairs Participation aims of the exhibitior 19 Aims of the exhibitor regarding visitors 21 Weighting of the participation aims 22 4. Selection and decision criteria Types of trade fairs and exhibitions 25 Assessment and selection 27 Sources of information 29 Visitor and exhibitor surveys 32 5. Budget Cost factors of participation in trade fairs 36 Sponsored participation in trade fairs 39 6. Organizational procedures Schedule and programme of events 40 Form of participation 42 Selection of exhibits and exhibition programme 42 Pirate products 44 Registration 47 Conditions of participation 48 Safety regulations 48 Insurance 49 Service available to exhibitors 50 Catalogue and information systems 51 Transport and storage 51 Participation in fringe events 53 Arrival, departure and accommodation 53 Sustainability: challenge and benefi ts 53 7. Trade fair stand Functional areas 55 Type of stand 57 Position of stand 58 Stand planning 58 Stand architecture 62 Stand design and equipment 64 Graphic design and information media 66 Technical facilities 70 Stand assembly and disassembly 70 Environmental compatibility 71 8. Manning the stand Stand personnel 74 Stand organization 78 Hospitality 80 Visitor records 81 Trade fair and market information 81 Cleaning and security 83 Concluding business 83 9. Advertising and public relations Advertising and press relations 84 Attracting visitors 85 Press relations 89 10. Follow–up Analysis of visitor records 93 Follow–up–action 95 Monitoring success and Trade Fair Benefi t Check 96 11. Short information Organizations 10161. Germany, Trade Fair CountryIn the heart of Europe, right in the centre of the single market: since time immemorial, this geographical position has made Germany a crossroads for the trade routes from East, West, North and South. Today, with import – export turnover in excess of 1,470 billion Euro, Germany is one of the world leaders in trade.For the trade, the flow of information is just as important as the goods themselves if effective trade is to take place. Products increasingly need to be explained, the diversity of product ranges makes decision-making more difficult. Exchanging experiences and business relationships based on trust are therefore becom-ing more and more important. It is vital to establish, and maintain, new contacts. And there is nowhere better for this than trade fairs or exhibitions, face to face with possible future business partners.Trade fairs in Germany are meeting points for different branches of indus-try – the possiblities are endless. The worlds leading trade fairs for practi-cally every branch of business and industry are to be found here. Just some examples: office and information technology, chemistry, electronics and electrical engineering, photography, mechanical engineering, fashion, furniture, entertainment electronics.Germany, Trade Fair Country means both tradition and dynamism. Per-fectly organized programmes of events that suit the needs of individual branches of industry include adapting to changing markets and technolog-ical developments. Accompanying events and conferences provide addi-tional information concerning standards and trends, possible applications and solutions to problems. The result of this highly sophisticated trade fair concept is full approval from the relevant branches of industry – on the part of small and large businesses, nationally and internationally. A glance at the statistics illustrates this point.The number of exhibitors at the annual total of about 150 international trade fairs and exhibitions is increasing every year. In 2009 the figure was more than 150,000. Many small and medium-sized companies have now also discovered the trade fair as a marketing tool. The foreign participation amounted to 50 percent. Of these foreign exhib-itors from 190 countries, more than 30 % are based outside Europe. This multinational atmosphere attracts even more international interest, thus enhancing this atmosphere even further. Specialists from all over the world are guest at German trade fairs. Of the annual total of 9 – 10 million Trade Fairs in GermanySuccessful Participation in Trade Fairs7visitors, around 20 % come from abroad. Foreign visitors are representa-tives of top management. The longer the journey, the greater the decision-making competence within the company and the length of stay at the trade fair. An analysis of the participation figures for individual events shows the depth of the market. The specialist visitor sees the international range of prod-ucts and services, the exhibi-tor attracts a great number of potential customers. Special-ization and an international profile create the prerequisite for worldwide competence in the various branches of indus-try. Even third country business to business contact between foreign suppliers and foreign customers – has always been of great importance at German trade fairs. At the same time, trade fairs are a platform for cooperation initiatives; they are meeting places and distribution centres for exchanging products, ideas and know-how. A whole range of marketing aims can be realized at a trade fair. In just a few days the chances of market success of different products and services can be put to the test. Market procedures as well as changes in direction and speed of future developments will become apparent. The regional exhibitions in many places also open up new market oppor-tunities. In this case, the visitor profile is restricted to a quite clearly defined catchment area; the exhibitors, on the other hand, come from all over Germany and even from abroad – especially in the case of specialist regional exhibitions.The AUMA Category (Web and brochures) Regional/Special lists about 151 regional events onwards that comply with certain quality require-ments. The regional trade exhibitions are aimed at specialists from indus-try, trade, crafts and agriculture. The general and specialized consumer exhibitions are specifically aimed at the end user. In 2008, the regional events recorded by AUMA welcomed around 6 million visitors and 52,000 exhibitors. Success Factors of theTrade Fair Centre, GermanyGeopolitical situation% At the heart of the single European market% Foreign markets close to home% Future markets of Eastern Europe% Visitors and exhibitors from over 180 countriesCooperation with market partners% Permanent dialogue between organizers and exhibitors% Efficient market research% Synergetic effects based on cooperationQuality of infrastructure% Modern transport infrastructure% Highly functional exhibition centres% 20% of the world's trade fair capacities% 3 of the world's 5 largest trade fair centresQuality of the events% Long-term realization of trade fair concepts% Little overlapping of themes% 2/3 of all world pilot fairs8The organizers offer every exhibitor detailed advice on all organizational and technical matters. They are in a position to arrange suitable contacts to the appropriate professional associations and sales organizations, and to sales, advertising and trade fair design experts. Trade fair advisory com-mittees which include representatives of the exhibitors and usually also of the visitors side, assist in the development of events that take into account the needs of the individual field of industry.The intensely competitive nature of many branches of industry becomes all too clear in the context of a German trade fair, where the presence of the world market can be felt. Thorough preparation for participation in a trade fair is therefore absolutely essential. This publication is intended to provide a guide to all the necessary activi-ties on the part of the company, from the selection decision to the organi-zational procedures, right through to the follow-up.Trade Fairs in GermanySuccessful Participation in Trade Fairs92. Trade fairs as part of the marketing mix General marketing aspects The marketing function of the trade fairThe basic decision about whether to participate in a trade fair can only be taken after all the questions relating to marketing have been answered. In order to clarify the point Trade fairs as part of the marketing mix, we shall first have to define the term marketing. Marketing can be understood as the plan-ning, coordination and monitoring of all company activities directed towards pres-ent and potential markets. These com-pany activities serve the purpose of long term fulfilment of the customers needs on the one hand, and the fulfilment of the companies objectives on the other. To achieve this, the company must bring its whole range of marketing policies into play. The marketing mix consists of product design, adapting to price and condi-tions and the measures necessary for distribution and communication. These tools enable the company to exert an active influence on the sales market. The trade fair can no longer simply be regarded as an efficient means of distribution; on the contrary, it affects all elements of the marketing mix especially in the case of capital equipment. For the trade fair has changed from being simply a place to buy. It is now increasingly a source of infor-mation and communication. There is great potential for effective market-ing in almost every aspect of the mix. When exhibitors take part in a trade fair they can bring into play their company policies on communication, price and conditions, distribution and products. Most exhibitors regard participation in a trade fair as an integral component of their marketing mix. Trade fairs serve to fulfil the most diverse company aims. Selected Functions Trade fairs % offer market concentration reflecting selected markets% are an experience and appeal to all human senses% guarantee and increase the transparancy of the market% open up new markets% enable a direct comparison of price and performance% encourage an intensive exchange of information10Trade Fairs as Part of the Marketing MixParticipation in a Trade Fair asPart of the Marketing MixCommunication MixPublic relationsAdvertisingPersonal contactSales promotionMarket researchCorporate designPrice andConditions MixPriceCreditDiscountPaymentServiceProduct-MixProduct qualityProduct rangeBrandProduct designDistribution MixSales organizationDistribution channelsStorageTransportParticipationin aTrade FairSuccessful Participation in Trade Fairs11AUMA_MesseTrend 2009Objectives of trade fair participations** representative survey conducted by TNS Emnid commissioned by AUMA among 500 companies, which exhibit at trade visitor-oriented fairs; October 200891%91%89%86%85%72%69%58%52%Acquisition of new customersGrowing profileCustomer carePresentation of new products / servicesImage improvement of company / brandsOpen up new marketsConclusion of sales and contractsNew cooperative partnersMarket researchMarketing at trade fairs means rationalization, because trade fairs can be used for a variety of different functions. Hardly any other marketing tool is capable of combining the detailed presentation of the company and its products with personal customer contact. Trade fairs are also the source of a multitude of sales leads which are essen-tial component parts of any companies sales policy. This is where mar-ket procedures, type and scope of changes as well as direction and speed of future developments really come to light. Trade fairs are a unique medium with unique possibilities. Unlike an advertisement in a news-paper, a promotional let-ter, brochure or catalogue which all convey a purely abstract impression, at a trade fair the product itself is the centre of attention. Machines and systems are shown in operation; dia-logue between customer and exhibitor is directly and inextricably linked to expert technical presentation. Nor can trade fairs be replaced by highly sophisticated information tech-nology: on the contrary, many products and services have an increasing need to be explained; diverse application possibilities make the ultimate decision more difficult for the buyer. The range of products available is growing all the time. Exchanging experiences and verbal communication are becoming increasingly important. The basis of personal trust between business partners is therefore one of the most significant factors in mak-ing the final decision. In national and in international competition, close customer relationships have taken on a key significance as a strategy for success. Marketing objectives can be realized by visiting potential custom-ers at their place of work. Experts have, however, come to the conclusion that, in spite of the expenditure involved in participating in a trade fair, there is no other situation where it is possible to reach so many competent specialists in such a short time as at a trade fair. 12The acceptance of a new product or of a prototype can be tested very quickly at a trade fair. The reactions of visitors provide invaluable information for market research. An additional advantage of participation in a trade fair is the opportunity to maintain contact with regular customers. Instead of the high costs of a visit and the valuable time involved, a short conversation at the trade fair stand will renew the contact and ensure a more intensive business relationship. Participation in a trade fair must often be seen in conjunction with other marketing tools. For example, if the main aim of participation is to develop existing contacts with regular customers, there must be an intensive cam-paign to attract them to the trade fair. If, however, the priority is to attract new customers, the advertising campaign must have a broader appeal. A simple analysis of what happens at a trade fair shows that this market-ing tool can achieve a great variety of far-reaching objectives. All the factors mentioned emphasize the importance of trade fairs as part of the market-ing mix. Participation in trade fairs as a company procedureJust like advertising, sales promotion and public relations, the subject of participation in a trade fair is often hotly discussed throughout all manage-ment levels of the company. Insufficient knowledge of the relevant factors, e.g. the selection process and the effect of participation in a trade fair can lead to sceptical reactions or even to rejection of participation in a trade fair. The uncertainties can only be eradicated if participation in a trade fair is regarded as a company procedure, or if it is linked to the dynamic process of a company. Collection and analysis of all relevant internal data (product, product range) and external data (customers, competition) is the first item on the agenda. After this, the companies own marketing concept must be evaluated with the aid of the data and preconditions. The evaluation clarifies whether a trade fair should be used as an additional marketing medium. The evalu-ation is also required to establish appropriate strategic measures, e.g. aims at the trade fair (t Ch. 3, Aims of participation in a trade fair) and selection of the right trade fair (t Ch. 4, Selection and decision criteria) as well as tactical measures, e.g. employing an individual marketing mix. The real-ization, that is, the success of the individual aspects, requires appropriate organization, management and monitoring.Trade Fairs as Part of the Marketing MixSuccessful Participation in Trade Fairs13Trade fairs as part of the communication mixThe process of communication represents an exchange of news and infor-mation. This is also the case at a trade fair, although the exhibitor is at first more in the role of information provider with his stand, products and staff; the visitor initially takes on the role of the information receiver, but later he also becomes an active participant in the exchange of information. The actual trade fair takes on the role of the medium: thus, communication is one of the central functions of trade fairs and exhibitions. The instruments of a companies communications policy are advertising, sales promotion, personal sales discussions and public relations. How-ever, market research or the visual image expressed in a companies corpo-rate design can also be included. The diagram clarifies the position of the trade fair in comparison to other means of communication.This representation shows the prominent position of trade fairs as a means of com-munication. This is shown in the diagram at two different levels. At the first level it is clear that within the scope of participation in a trade fair, intensive contact between exhibitors and visitors can be achieved – a good relation-ship with customers. The dia-logue between exhibitors and visitors has very great value, because this is the only way to develop lasting business rela-tionships and improve exist-ing ones.It is also the case that a trade fair can convey much more vivid and active information about a product or service than any other component of the marketing mix. The product can usually be seen as well as described. This is particularly significant at capital equipment trade fairs. The second level shows trade fairs in terms of their value as a promotional spectacle and in terms of their availibility to the exhibitor. Participation in a trade fair offers a high degree of value as a promotional spectacle. Trade Fairs as Part of the Communication MixIndirectcontactPersonalcontactDescriptionof objectInspectionof objectCharacter of the eventAvailabilityDirectadver-tisingNews-paperadver-tisementPublicrelationsAgentTrade fair14The exhibitor has numerous opportunities to offer the trade fair visitor an impressive experience, e.g. by put-ting on a product related show. However, the possi-bilities for exploiting the opportunities offered by trade fairs, that is the degree of availability to the exhibitor, are comparatively low, since trade fairs only take place rela-tively infrequently on a rotational basis, and deadlines for registration must be observed. This means that the exhibitor must allow for a longer-term planning period if a trade fair is to be used. Great importance is attached to a trade fair in comparison to other media because of its multifunctional character. No other medium can be employed in such an individual way, and no other situation offers the opportunity of such direct communication with customers, for the pur-pose of creating a need for information, or satisfying the already existing need for information. Specific advantages of your product and/or company, such as reliability, good after sales service and high product quality, can be pre-sented quite clearly. Vice versa, during participation in a trade fair, important information about, sales promotion or advertising, for example, goes back to the company where it should be used to good advantage. Participation in a trade fair helps a company to reach more potential custom-ers and to create a more favourable impression on existing customers. It is also possible to become aware of changes in the customer profile and in buying behaviour more quickly and more directly within the scope of par-ticipation in a trade fair (t also Ch. 9, Advertising and public relations).Trade Fairs as Part of the Marketing MixCommunication mixPublic relationsAdvertisingPersonal contactSales PromotionMarket researchCorporate designSuccessful Participation in Trade Fairs15Trade fairs as part of the price and conditions mixThe relevant spheres of influence for the development of an individual price and conditions mix are, in particular, exact knowledge of the cus-tomer profile, of the size of companies, of the locations and of the delivery distances involved. The company can find out the necessary information in a conversation with the customer, for example. Participation in a trade fair can contribute towards a new conception of the existing price and con-ditions mix, and if desired, new areas of the market can be sounded out. The following points should be taken into consideration:r packaging, freight and insurance costsr costs for after sales service and customer servicer existing price calculationsr conditions of paymentr payment, quantity and special reductionsr conditions of deliveryr conditions of cancellationQuestions relating to customers and potential customers prompt set-tling of accounts and credit-worthiness should also be considered. The price and conditions mix must be arranged so that company aims can be achieved and company profits assured.Trade fairs as part of the distribution mixAn explanation of the aspects of the distribution mix shows to what extent participation in a trade fair can be regarded positively. There must be an investigation into whether further reorganization or other changes to the existing sales organization are necessary: e.g. restructuring the sales force, recruitment of dealers and sales representatives, looking for cooperation partners for storage and transport. Another consid-eration is whether the existing distribution channels need to be changed qualitatively or quantitatively.Price andconditions mixPriceCreditDiscountPaymentServiceDistribution mixSales OrganizationDistribution channelsStorageTransport16Trade fairs as part of the product mixOne important consideration is to what extent the whole product range of the company should be on show at a trade fair. In order to review the prod-uct mix, it is necessary to be aware of the current market cycle of the prod-uct or specific market that is to be displayed. The range can be extended if desired in order to be able to offer an even better presentation at a trade fair where a new product – a trade fair launch – is to be shown. The product design should be up-to-date and thus easily marketable; the same applies to the packaging. Should the companies product be branded merchan-dise or should there be trade marks used, this must be explained. Individual elements of the product mix, and thus the product itself, can be tested by participat-ing in a trade fair. By talking to a user, the acceptance of the product can be tested and thus the company can gain valuable stimuli for its product and product range policy.A word about competitorsThe analysis of the strengths and weaknesses of the competition provides more information in respect of the decision about possible participation at a trade fair. The aims of this analysis of the competition might be:r more informed assessment of your own market positionr to learn from the market behaviour of competitorsr better assessment of your own developmentIt is important to establish who exactly should be regarded as the competi-tion. As well as direct competitors who manufacture the same, or similar, products, it is also necessary to include companies that use the same pro-duction processes, or offer substitutes for your companies products. It is possible to distinguish between individual competitive markets on the basis of, for example, products and services, and according to geography. Trade Fairs as Part of the Marketing MixProduct mixProduct qualityProduct rangeBrandProduct designSuccessful Participation in Trade Fairs17Competition circumstances for each individual market can then be deter-mined with the aid of various criteria, e.g:r company imager company location and factories/production unitsr range of servicesr manufacturing capacityr research and development activitiesr marketing strategy/marketing mixr advertising budgetr distribution networkr profitabilityr development trendsDue to the meeting of different companies with a similarly structured range of products, participation in a trade fair will enable you to see the market with additional clarity.SummaryWithin the scope of medium and long term company planning, participa-tion in a trade fair can serve to clarify the future position of a company in the market. The cost to profit ratio can also be improved by participating in a trade fair. In the case of participation in an international trade fair, however, three criteria should be fulfilled. Participation usually makes sense where:r the companies sales are not limited to one regionr sales are based on a sufficiently broad customer baser the product, or the service, shows a high degree of know-howMass-produced goods or everyday products are hardly likely to meet with a positive response at a trade fair. Visitors come in the expectation of dis-covering new products and seeing technologically highly advanced prod-ucts, or special products, “in the flesh” (t Ch. 3, Aims of the exhibitor regarding visitors). Individual gaps when answering the catalogue of ques-tions may lead to uncertainty about participation in a trade fair, but they should not have a detrimental effect on the overall decision. 18The answers to most questions which derive from the marketing mix will give a basic structure for an individual market-ing mix and thus provide the answer to the ques-tion about whether to participate or not. Over and above that, there are other criteria which play a great part in the ultimate decision, such as the qual-ity of the trade fair involved (visitor profile and organiz-ers information) (t Ch. 4, Selection and decision cri-teria). The effects of participation in a trade fair within the scope of the compa-nies overall plan for marketing policy must also be taken into consider-ation. Participation in a trade fair results in positive cooperative effects for a company. Participation in a trade fair can above all lead to success when there is a conscious effort to coordinate it with the other elements of the marketing mix. Participation should be agreed for a period of time spanning at least three events. Taking part in one event only gives a distorted picture, and most importantly of all, the opportunity to intensify those first contacts made at the central meeting place and competition arena of your branch of indus-try, the trade fair, would be missed.Trade Fairs as Part of the Marketing MixSuccessful Participation in Trade Fairs193. Aims of participation in trade fairsParticipation aims of the exhibitorBefore making the final decision about participation in a trade fair, an anal-ysis of your companies situation and a clear definition of your own starting point (t Ch. 2, Trade fairs as part of the marketing mix) are indispensible. Experts emphasize again and again the importance of establishing the com-munication, price and conditions, distribution and product aims before participation. When doing this, the companies aims as established within the scope of medium term company planning can be seen as a starting point for a plan for committed participation in a trade fair as part of the marketing mix. The aims to be pursued at the trade fair are consistently derived from the individual marketing aims.The following rough diagram shows this connection:In the context of capital equip-ment, it is often argued that trade fairs have little or no sales value – that at best they can be useful for sales prepa-ration. This cannot lead to the conclusion that commu-nication should be regarded as the only aim, since the dif-ference between an initial or contact visit to a customer by a salesman – which does not usually lead to an immediate order either – and a trade fair, is considerable.Corresponding to the multifunctional nature of trade fairs and exhibitions, a whole package of marketing aims can be realized. For communication, the following applies: even if only the sales process is in the foreground, the company can still do useful public relations work at the same time. It is also possible to observe the competition for the purpose of market research. Company AimsMedium-term company planningcommitted participation in a trade fairas part of the marketing mixCommunicationaimsPrice andconditions aimsDistributionaimsProductaimsParticipation aims20The company introducing a new product can also take advantage of the trade fair for general sales promotion and advertising. The breadth of pos-sibilities available is a direct result of the opportunity which the trade fair – and no other medium – offers for personal contact with a large num-ber of people interested in your branch of industry. Establishing the most important trade fair aims influences the whole organizational prepara-tion right through to the completion and monitoring of participation aims (t Ch. 6 – 10). The following grouping of participation aims needs to be considered with a flexible attitude. This is an example of how communica-tion aims can also serve the product mix.Primary participation aimsr to encounter new markets (discover niches in the market place)r to examine your competitivenessr to assess export chancesr to inform yourself about the situation of the branch of industryr to exchange experiencesr to initiate cooperation arrangementsr to participate in specialist eventsr to recognize development trendsr to interest new markets in your company/productr to combine participation in a trade fair with complementary measures (special events, seminars, tours of the factory)r to meet competitions (which competitor exhibits at which trade fair?)r to increase profitsCommunication aimsr to develop personal contactr to meet new groups of customersr to increase company prominencer to increase the effectiveness of company advertising among customers and the public at larger to complete the index of customersr to consolidate press relationsr to discuss requests and requirements with customersr to cultivate existing business contactsr to collect new market informationr to put the corporate design plan into actionr research and sales training through an exchange of experiencesAims of Participation in Trade FairsSuccessful Participation in Trade Fairs21Price and conditions aimsr to present a convincing range of services to the marketr to sound out the room for manoeuvre as regards pricingDistribution aimsr to expand the distribution networkr to estimate the effect of elimination of one trading levelr to look for new agentsProduct aimsr to test the acceptance of the product range in the marketr to launch prototypesr to assess the success of a product launch on to the marketr to present product innovationsr to expand the product rangeAims of the exhibitor regarding visitorsThe primary aims of a specialist visitor provide the exhibitor participating at a trade fair with guidelines for strategic planning. This is extended into the area of tactics; it is then possible to talk about the exhibitors aims being determined by visitor-orientated criteria. Here is a selection of visitors aims:r to gain a general view of the market, including related specialist areasr to assess the situation and perspectives of the marketr to compare prices and conditionsr to look for specific productsr to see new products and possible applicationsr to recognize market trendsr to become informed about the technical function and nature of certain products or systemsr to find information on the solutions to current problemsr to visit conferences and special showsr to learnr to gather suggestions regarding his companies own product and designr to develop, or make, business contactsr to place orders and negotiate contractsr to seek out contacts in similar companiesr to assess the benefits of possible participation as exhibitor22Weighting of the participation aimsThe weighting of the individual participation aims depends decisively on the desired and the possible trade fair. Two examples can serve to clarify this: At trade fairs for consumer goods, e.g. toys, fashion, leather goods, the main attraction is the placing of orders. The visitors to these events are mainly customers who want to order goods or designs for the next season. Characteristic of these fairs is that the products are bought according to a fixed rotation and that the buyer can usually make an immediate decision without having to consult the management of the company involved. Immediate profit is comparatively unimportant at international trade fairs for capital equipment. This equipment is relatively complex and the order is often only placed after a long period of negotiations, since considerable technical problems must be solved. The conditions are also the centre of intensive negotiations. Several people authorized to make decisions are involved with the purchase.The negotiations take place in the period after the trade fair. Any resulting order is termed an indirect trade fair pur-chase order. Purchase orders for capital equipment are fre-quently prepared in advance so that the contract can be signed at the trade fair. As far as the weighting of the partici-pation aims is concerned, this means that the exhibitor will either select a suitable trade fair according to his estab-lished aims, or will vary the aims according to the trade fairs available (t Ch. 4, Selec-tion and decision criteria). Thus, order trade fairs permit quantifiable aims and monitoring the suc-cess attained is therefore easier. In the case of events which are based more on information and consultancy, it is more difficult to define the aims in terms of the size of profit made. Aims of Participation in Trade FairsInformation behaviour oftrade visitors*Objectives of the trade fair visit...% of the visitors want:* Representative survey on behalf of AUMA on the basis of 4,219 interviews at 49 German trade fairs, 2003General market orientationFurther training, extending knowledgeExerting an influence on product developmentExchange of experience, informationCultivation of business contactsMaking of new business contactsMonitoring the competitionPreparation of decisionsInformation about new productsConcluding contacts, purchases41%34%29%26%23%18%17%12%48%7%Successful Participation in Trade Fairs23In this connection, we would like to refer to a survey of German exhibi-tors concerning their trade fair objectives, the findings of which were pub-lished in German under the title Objectives and Benefits of Trade Fair Participation. On the one hand, it outlines the trade fair objectives of the exhibitors, and on the other, describes how the attainment of these objec-tives is measured and which conclusions can be drawn from them. The majority of companies questioned, however, claimed that they either set themselves no participation objectives, or that they did not consistently check the achievement of these objectives – an indication that the potential benefits of the trade fair as a marketing instrument have not yet been exhausted. To conclude, one more important point must be considered: what is the level of financial means available for participation in a trade fair and for the absolutely essential additional measures (e.g. pretrade fair advertising/ t Ch. 5, Budget)? Participation in a trade fair is often ruled out because of the costs involved, without the multifunctional nature of a trade fair having been considered during the decision-making process. The question is, therefore, whether your company is prepared to undertake financial restructuring in order to accommodate a trade fair regarded as necessary, even though it already has long-established aims.It can prove helpful in replying to this question to evaluate quantita-tive trade fair objectives in monetary units and in addition to assess the importance of qualitative objectives and also to evaluate them. The hard factors, which as a rule can be calculated in monetary terms as opportu-nity costs (in other words, quantitative), are described as quantitative fair objectives. The central question is: “Which costs would arise in order to accomplish the trade fair objectives with marketing instruments other than trade fairs?”Qualitative trade fair objectives, also referred to as soft factors, cannot as a rule be expressed in monetary terms as opportunity costs. Here, a subjec-tive assessment must be provided by the exhibitors. It is a question of the assessment of the individual company-specific benefits of a trade fair par-ticipation, the emotional factor “fascination” and “non-substitutability” of the trade fair as an explanation of the uniqueness of the instrument trade fair in the marketing mix.24Aims of Participation in Trade FairsSuccessful Participation in Trade Fairs254. Selection and decision criteriaIn order to use trade fairs efficiently as part of the marketing mix, it is necessary to be selective. Selection of region, target group (t Ch. 2, Trade fairs as part of the marketing mix) and, as a result, of exhibits and stand personnel (t Ch. 6 – 9). The trade fair landscape is highly selection orien-tated, and in Germany, Trade Fair Country there is an extremely advanced system of differentiation. The selection of an appropriate trade fair can be prepared from your desk, for a great many criteria must be systematically assessed and brought into the final decision. All our competitors will be there, so we had better be represented as well is a simplified example of how not to make such a decision.Types of trade fairs and exhibitionsIn the last few decades, Germany, Trade Fair Country has developed into a system of interconnected trade fairs. Each of these trade fairs offers a rep-resentative general view of the respective economic sector. Trade fairs are often classified according to catchment area and also according to concept or orientation. Trade fairs are market events of a specific duration held at intervals, at which – with a predominant appeal to trade visitors – a large number of companies present the main product range of one or more sectors of industry and mainly sell to commercial buyers an the basis of samples. Exhibitions are market events of a specific duration at which a large num-ber of companies – with a predominant appeal to the general public – pres-ent a representative product range of one or more sectors of industry and sell it or provide information about this product range for the purposes of sales promotion. National trade fairs and exhibitions register visitors who come from a catch-ment area that extends well beyond the respective region. Regional trade fairs and exhibitions attract visitors mainly from that area. Up to 2009 this category included Special events to and was called regional/special.Trade fairs listed as special dwell on a specific industry theme, occupy dis-play areas less than 4,000 m2 in size, and at the very least are attended by visitors from non-local regions. In general, 50 % of the visitors are from areas at least 100 km away and 20 % are from regions at least 300 km from the venue. Trade fairs in this category are listed as “regional” up to 2009.26Trade fairs and exhibitions are classified as international, when they register both a substantial share of foreign exhibitors (at least 10 % regularly) and a considerable share of foreign trade visitors (at least 5 % regularly) and present the main product range of one or more sectors of industry.Multi-branch trade fairs display the basic and well-defined range of goods and services of several areas of industry or trade. Branch trade fairs or spe-cial interest fairs concentrate on the manufacturers or customers of one sector of industry or of a very limited number of sectors, or even on spe-cific services. As far as the catchment area and significance are concerned, these specialist trade fairs can have an international, national or regional orientation. The type of trade fair that dominates Germany today, is quite definitely the specialist trade fair/exhibition with a clearly defined programme. The products and goods that may be exhibited are determined in the nomenclature. Other products are not permitted. The nomenclature normally relates to the technical proper-ties of the goods to be exhibited or to product groups. There are specialist trade fairs/exhibitions for certain goods organized according to production areas. More-over, there are specialist trade fairs/exhibitions for cer-tain customers/techniques/processes/topics. These application-orientated trade fairs combine all products – regardless of their technical nature – needed by a cer-tain group of customers.In the last years, both the number of consumer exhibi-tions, and also that of those events targeted at a special-ist regional clientele have increased in Germany. As far as the catchment area, or attraction, of a trade fair is concerned, new definitions are under discussion with regard to the European single market, which are intended to take into account the fact that markets orga-nized up until now on a national basis will in future have much closer ties internationally. This typology should also make it easier to assess the value of an event: Globalization – On a worldwide scale, global trade fairs are the top events for some branches of industry. They have worldwide attraction and appeal for specialist visitors as well as exhibitors from all over the world.Selection and Decision CriteriaTypes of Trade Fairsand ExhibitionsInternational and nationaltrade fairs/exhibitionsAUMA–Category:international/nationalSpecial trade fairs/exhibitionsAUMA–Category: specialRegional trade fairs/exhibitionsAUMA–Category: regionalSuccessful Participation in Trade Fairs27Europeanization – Trade fair events with Europe-wide attraction are a meeting place for European participants in the broadest possible geographical sense.Regionalization – In place of the former national trade fair events, regional events based on a European dimension will serve the markets of specific European regions. These European regional events will be entirely multi-lingual on the exhibitor and specialist visitor side. To a great extent, they will be orientated towards the European-regional market conditions.Localization – In keeping with European dimensions, local trade fair events can now command the catchment area of a whole former region. Regional markets will become local markets according to these new per-spec-tives. Even more so than was previously the case, local sales prac-tices must be taken into consideration by exhibitors and specialist visitors. These markets will come into being primarily due to the strength of con-sumer demand, and due to industrial demand. The subdivision of trade fairs in general is solely for the purpose of provid-ing a better and more comprehensive general description of the various trade fairs and is intended to show that trade fairs are by no means homo-geneous entities. Each individual trade fair, whether it can be more or less clearly classified under one description or other, is in its own way unique and has its own characteristics, which change with the passing of time. Fairs reflect the market.Assessment and selectionOn the basis of the analysis of your own marketing (t Ch. 2, Trade fairs as part of the marketing mix), your established aims (t Ch. 3, Aims of partici-pation in a trade fair) and with the aid of the type descriptions of trade fairs, it is now possible to eliminate those trade fairs which cannot fulfil your aims. A regional exhibition which would suit your product must be elimi-nated if you are hoping to gain export contracts. If a construction materials or construction equipment company based in southern Germany wishes to expand and gain custom in northern Germany, a trade fair taking place in northern Germany would have to be high on the list of priorities. If the products involved are sold to a specific target group in the majority of cases, you must find out which event is orientated towards this particu-lar target group in terms of its exhibits. For a whole range of products, analysis of the trade fairs available results in an unambiguous situation: after a step by step elimination process, one trade fair will eventually prove to be the right one. 28It becomes more difficult if more than one trade fair is possible. In these cases there are two possible solutions: participate in both trade fairs, or continue to make additional criteria, requirements or prerequisites more and more specific until only one event remains. After this selection process – which is to a certain extent theoretical – we would recommend that you first look at the trade fair you have selected from the point of view of a visitor to gain a first-hand impres-sion. It will thus be possible to see and experience how exhibitors or competitors present themselves (size of the stand, how elaborate the stand design is, presentation of the products) and how visitors behave (large concentrations on certain days, time spent at each stand). It is also advisable to find out whether suppliers exhibit technical alternatives at the trade fair, and how they put them across to the visitors (price, delivery deadlines, benefits to the user). If there is more than one trade fair on the shortlist, visits to the possible events before participation are espe-cially worthwhile. The expenditure involved in this case is definitely lower than that involved if you have to learn the hard way from a bad experience at a trade fair due to an ill-informed decision. Your product must fit in with the theme of the trade fair and be listed in the organizers nomen-clature. The trade fair must attract the desired target groups. These two conditions are absolutely essential.On the exhibitors side, the trade fair should offer at least a representa-tive general picture of the respective product range, but it is far better if it includes all leading suppliers for the relevant product areas – at regional exhibitions possibly via dealers. The more economically powerful the sup-pliers side, the greater the attraction for visitors. However, a trade fair should not be selected if the exhibitor has no sales operation in the region served by the fair or is unable to develop such an operation at short notice. To be represented at a trade fair but not in the marketplace can lead to spectacular individual successes, but is not very beneficial in terms of con-sistent and systematic market operations. It is also useful and beneficial to reach the groups that make up the periphery of the direct target group, rather than just the target group itself. They can include opinion leaders, decision makers and other groups of people that should be classified as secondary target groups from an advertising point of view. Selection and Decision CriteriaSelection CriteriaYour situation and participation aims fit in with the theme of the trade fairRepresentative range of goods on offerYour customer groups will be reachedNew target groups will beattractedSuccessful Participation in Trade Fairs29Supplementary events such as specialist con-gresses, exhibitors seminars, meetings of profes-sional or economic associations (trade or craft) that are taking place as part of the trade fair or at least in the same town can also be conducive to a large number of visitors. These meetings can also motivate the members of the target group to pay an additional visit. Additional criteria are beyond the direct sphere of influence of what actually takes place at the trade fair. For instance, laws and regulations for environmental protec-tion can force technical solutions that were for-merly widely used to be modernized or replaced. This leads to a greater need for information and has a corresponding effect on the number of visi-tors to certain trade fairs.Sources of informationThere is a number of reliable sources which distribute information about trade fairs.General information about German trade fairs can be found in the various AUMA publications. The AUMA_Messe Guide Deutschland is published regularly and contain a preview over several years. In the case of individ-ual requests, AUMA can forward lists of trade fairs, which will help the interested party to find the desired goods, or decide where his products would be best exhibited. On the Internet www.auma.de you will find infor-mation about trade fairs and exhibitions in Germany and abroad: dates, organizers addresses (in some cases, also links), service brochures as well as exhibitor, visitor and exhibition space statistics for the last three events. These trade fair data are also available via iPhone app: MyFairs lets users find out about trade fair dates worldwide, their products and services, and obtain contact details. This mobile application accesses information from AUMA’s trade fair database, which is updated daily. Besides a compre-hensive search function the app also facilitates an individual data manage-ment. For further information visit www.myfairs.auma.de. Selection ofSuitable Trade FairsAnalysis of “trade fair landscape”Themes, titlesTarget groupsRegional “scope”Own aimsPre–selectionVisit30AUMAAusstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V. Littenstraße 910179 BerlinTelephone +49 30 24 000–0 info@auma.deTelefax +49 30 24 000–330 www.auma.deThe Society for Voluntary Control of Fair and Exhibition Statistics (FKM), founded in 1965, provides statistical information that has been checked and compiled according to standard rules about exhibition halls, exhibi-tors and visitors and thus ensures that truth and clarity prevail in the trade fair industry. FKMs data enable individual events to be compared for the purposes of planning and monitoring success, and it is also possible to compare FKMs findings with your own data collected at the stand. The annual FKM report is published in German and English and can be obtained free of charge by writing to the FKM management:FKMGesellschaft zur freiwilligen Kontrolle von Messe- und AusstellungszahlenLittenstraße 910179 BerlinTelephone +49 30 24 000–0 info@fkm.deTelefax +49 30 24 000–340 www.fkm.deInformation about trade fairs is also available from the Chambers of Industry and Commerce, the Chambers of Industrial Crafts, the Cham-bers of Commerce abroad as well as the trade associations as umbrella institutions for various branches of industry. r www.ahk.der www.bdi.eur www.dihk.der www.zdh.deSelection and Decision CriteriaSuccessful Participation in Trade Fairs31The economic associations of industry, the crafts, commerce and the service sec-tor are sources of specialist information about their respective branches and have experience of the relevant trade fairs. They will also supply information about inter-company exhibitions. The Chambers of Commerce abroad, the Chambers of Industry and Commerce in Germany and trade associations will arrange trading contacts. The addresses can also be obtained from the DIHK. Previews of trade fair dates are printed in many publications – often as extracts. Specialist journals devote great attention to the branch trade fairs. Comprehen-sive information, reports and comments are published about interesting international and regional events.All reputable organizers offer a comprehensive range of literature:r catalogue of the previous eventr structure of the product range and nomenclaturer development of the exhibitor and visitor statisticsr visitor profile testr results of exhibitors questionnairesr (sometimes) market and branch of industry analysisThe reliability of the data is guaranteed if the statistics have been audited by FKM.Sources of InformationDates, product groups, statisticsAUMA_MesseGuide DeutschlandAUMA_GTQ CalendarAUMA_Foreign Trade Fair ProgrammeFKM–ReportTrade Fair Company/Organizerwww.auma.deAdditional sources of informationChambers of Industry and CommerceChambers of Industrial CraftsTrade AssociationsGerman Chambers of Commerce abroad32Visitor and exhibitor surveysVisitor surveysSpecialist trade visitor analyses that are carried out by independent market research institutes can be obtained from the trade fair companies. If they are carried out according to the standards of the Society for the Voluntary Control of Trade Fair and Exhibition Statistics (FKM), they are also printed in the FKM Report and the AUMA_MesseGuide. The specialist visitor profile tests are based on questionnaires completed during the event, which are carried out either as personal interviews or on computer terminals with questions and graphics in several languages. The specialist visitor profile tests contain information on country or region of origin, profession, branch of industry represented, size of company, degree of decision-making authority, length of visit, frequency of trade fair visits etc. With the aid of this analysis, the exhibitor can recognize which target groups attend the trade fair. With regard to his own trade fair aims and stand design, he can then prepare for these specific groups. As precise knowledge as possible of the visitor structure of a trade fair is also impor-tant for the stand conception and the selection of stand personnel.The FKM has also designed a private visitor analysis for events aimed mainly at end users. It contains, among other things, questions about regional origin, sex, age, profession, net income, size of household, prod-ucts bought or ordered, postfair business.Selection and Decision CriteriaSuccessful Participation in Trade Fairs33A2 Position in the company/organizationEntrepreneur, partner, self-employed . . .%Managing director, board member, head of an authority etc. . . .%Senior department head, other employee with managerial responsibility . . .%Department head, group head . . .%Other salaried staff . . .%Other public service . . .%Skilled worker . . .%Lecturer, teacher, scientific assistent . . .%Trainee . . .%Other position . . .%Student . . .%Other not working . . .%Housewife . . .%Pensioner . . .%(according to demand)A3 Frequency of visits to the trade fairs . . .%. . . . . (Year of last event) . . .%. . . . . (Year of last event but one) . . .%. . . . . . . . %. . . . . . . . %. . . . . Earlier events . . .%. . . . . First visit . . .%Total number of visitors . . . . . .A1 Region of residenceLess than 50 km . . .%More than 50 km up to 100 km . . .%More than 100 km up to 300 km . . .%More than 300 km . . .%Total Germany: . . .%Of which:Baden-Württemb. . . . % North Rhine Bavaria . . . % Westphalia . . . %Berlin . . . % Rhineland Palatinate . . . %Brandenburg . . . % Saarland . . . %Bremen . . . % Saxony . . . %Hamburg . . . % Saxony-Anhalt . . . %Hessen . . . % Schleswig-Holstein . . . %Lower Saxony . . . % Thuringia . . . %MecklenburgWest Pomerania . . . %Total foreign: . . .%Of which: EU . . .% Rest of Europe . . .% Africa . . .% North America . . .% South & Central America . . .% Middle East . . .% South-East-Central Asia . . .% Australia/Oceania . . .%The five countries with the highest visitor shares................................... . . .%................................... . . .%................................... . . .%................................... . . .%................................... . . .%FKM visitor profile analysisBasics (result of all visitors)34Selection and Decision CriteriaAdditional questions for trade visitorsB1 Economic sectorsB2 Influence on purchasing/ procurement decisionsDecisive . . . %Jointly decisive . . . %Consultative . . . %None . . . %Student . . . %Other not working . . . %B3 Area of responsibilityManagement . . .%Research/development/design . . .%Planning/work preparation . . .%Manufacture/production . . .%Production, quality control . . .%Buying/procurement . . .%Finance/accounting, controlling . . .%IT/Data processing . . .%Administration/organization/personnelsocial welfare/training . . .%Marketing/sales/advertising/PR . . .%Storage/material management/logistics/transport . . .%Maintenance/repairs . . .%Other area . . .%Student . . .%Other not working . . .%B4 Size of company/organisationNumber of employees: 1 - 4 . . .% 200 -499 . . .% 5 - 9 . . .% 500 - 999 . . .% 10 - 49 . . .% 1,000 -9,999 . . .% 50 - 99 . . .% 10,000 and more . . .% 100 -199 . . .% Student . . .% Other not working . . .%B5 Length of stay1. Length of stay (Days): One . . .% Four . . .% Seven . . .% Two . . .% Five . . .% Eight . . .% Three . . .% Six . . .% Nine . . .%2. Average length of stay: . . . days3. Distribution of visitors on the days of the event: 1st day . . .% 4th day . . .% 7th day . . .% 2nd day . . .% 5th day . . .% 8th day . . .% 3rd day . . .% 6th day . . .% 9th day . . .%Additional questions for private visitorsC1 Sex Male . . . % Female . . . %C2 Age Up to 20 . . . % Over 20 up to 30 . . . % Over 30 up to 40 . . . % Over 40 up to 50 . . . % Over 50 up to 60 . . . % Over 60 up to 70 . . . % Over 70 . . . %C3 Net household income Up to 900 € . . . % More than 900 € up to 1 500 € . . . % More than 1 500 € up to 2 000 € . . . % More than 2 000 € up to 2 600 € . . . % More than 2 600 € up to 3 600 € . . . % More than 3 600 € up to 5 000 € . . . % More than 5 000 € . . . % No data available . . . %C4 Size of household 1 Person . . . % 2 Persons . . . % 3 Persons . . . % 4 Persons . . . % 5 Persons or more . . . %C5 Buying or ordering capacityPurchase or order made or intended at theexhibition Yes . . . % No . . . % Maybe . . . %Follow-up businessIntent to buy at a later date Yes . . . % No . . . % Maybe . . . %FKM visitor profile analysisAdditional questionsSuccessful Participation in Trade Fairs35Exhibitor surveysIn order to obtain information about the success of the trade fair and the evaluation of the event from the point of view of the exhibitor, a survey is usually carried out. The analysis of this survey is made available to all exhibitors and other interested parties. It contains information on the following subjects:r satisfaction/overall successr direct sales/orders/order levelsr expectations of post-fair businessr new business connectionsr foreign visitorsr assessment of business outlookr contact with target groupsr assessment of participation in the trade fair as part of the marketing mixr opinion of the composition of the products and services availabler plans for future participation365. BudgetNo thorough planning process previous to participation in a trade fair is complete without a budget being drawn up in good time. If it is the first time that you are participating, prediction of costs involved will admit-tedly be difficult, but when the exact costs of the first participation have been ascertained, this will make future planning much more accurate. After the trade fair is over (approximately six months later), it is possible to use the allocation of all costs involved to assess success attained at the fair in relation to expenditure and carry out the final monitoring of success (t Ch. 10, Follow-up).Cost factors of participation in trade fairsBasically, the costs are made up from the following items:r Stand rental, power supply etc. (basic costs)r Stand assembly and decorationr Stand service and communicationr Transport and waste disposalr Personnel and travelr Other costsA breakdown of cost types is given in the trade fair costs check list (t pages 38), which provides an overview of the costs expected. In various surveys, AUMA – the Association of the German Trade Fair Industry – has determined or estimated the average costs of a trade fair participation. According to this, at international trade fairs in Germany the average value per square metre of stand space ranges between 750 and 950. These figures, however, only provide a rough guide; the actual costs can vary considerably.On average for all types of event, approximately 21 % of the costs were due to stand rental and to other basic costs i.a. power supply. 31 % of costs were for advertisingstand assembly, decoration and layout. On average person-nel travel costs and acommodation contributed 38 %. Almost 7 % of costs were for advertising and other types of costs accounted for just 3 %. All cost levels mentioned reflect, above all, the situation of the businesses which have taken part in the different survey. They, of course, only provide information for comparative and planning purposes, which may clearly differ from specific individual costs incurred by a business. BudgetSuccessful Participation in Trade Fairs37Efficiency of trade fair participations, AUMA‘s Trade Fair Benefit CheckAn increasing number of exhibitors want to calculate the cost-benefit rela-tionship of their trade fair participations more precisely. However, because small and medium-sized companies, in particular, do not formulate any precise trade fair objectives, the benefits of participations are frequently not determined comprehensively enough; as a result, therefore, the focus is on the costs. Thus some companies believe that trade fair participations have an unfavorable cost-benefit relationship.AUMA – The Association of the German Trade Fair Industry has, there-fore, developed the AUMA Trade Fair Benefit Check (in close consulta-tion with the exhibiting industry and the trade fair organizers (t chapter 10.3 success monitoring)38BudgetTrade Fair CostsCheck ListBasic costs% Rental of stand __________% Power supply __________% Other basic costs __________ i.a. identitiy cards for exhibitors, carpark tickets% ___________________________________________________________ __________ __________Costs for stand assembly, decoration and lay-out as well as tax write-offs% Stand assembly __________ i.a. assembly, dismantling% Stand decoration __________ i.a. Furniture, carpet, lighting, kitchen equipment, video recorder/slide projector% Stand lay-out __________ i.a. creative design, planning, stand product captions, displays, photographs, slides, signs, decoration, stand decoration, audiovisual presentations, presentations% Tax write-off __________% ___________________________________________________________ __________ __________Costs for stand service and communication% Stand service __________ i.a. hospitality for visitors% Equipment, expenses and fees for hostesses, interpreters, temporary workers etc. employed especially for the trade fair __________% Communication __________ i.a. invitations, free gifts, printed matter, entries in catalogue, direct advertising, mailings, press folders, advertisements, translations, free entry for visitors% Telephone, fax, telex __________% ___________________________________________________________ __________ __________Costs for transport and handling as well as waste disposal costs% Transportation and handling, __________ i.a. storing empties, insurance, duty% Waste disposal costs __________% ___________________________________________________________ __________ __________Personnel/travel costs% Personnel costs __________ for all the firm's employees who are involved in preparation or in the trade fair itself% Hotel and travel costs for these employees __________% Hospitality costs outside the stand __________% ___________________________________________________________ __________ __________Other costs% Preparation and follow up for the trade fair __________% Training __________% Costs of other departments due to the trade fair __________ i.a. exhibits, market research% Further costs which are not specified __________% ___________________________________________________________ __________ __________Basic costs __________Stand assembly, decoration and lay-out as well as tax write-offs __________Stand service and communication __________Transport and handling as well as waste disposal __________Personnel/travel costs __________Other costs __________% ____________________________________________________________ __________ TOTAL COSTS .......................................................Successful Participation in Trade Fairs39Sponsored participation in trade fairs… for German companiesParticipation in trade fairs is sponsored by the public authorities, espe-cially in the context of exhibiting at foreign trade fairs (Foreign trade fair programs of the Federal Government and its Federal States). This is intended to help German companies gain a foothold in foreign markets. This support is, however, only granted when participation takes the form of a joint stand. Detailed information can be found in the AUMA publication entitled Success at Foreign Trade Fairs (German language). Public sponsorship of participation at trade fairs at home is effected by individual federal states and by the Federal Ministry of Economics and Technology. It is usually restricted to specialist trade fairs and certain economic sectors. Any help available tends to be reserved for small and medium-sized businesses.406. Organizational proceduresThe organizational procedures involved with participation in a trade fair can be divided into three phases: r preparation (t Ch. 2 – 6), r manning the stand (t Ch. 8, Manning the stand) and r follow-up work (t Ch. 10, Follow-up). Even if the trade fair is still a long way off, it is essential to allow enough time for the preparation stage.Schedule and programme of eventsThe date plan and programme of events contains a fixed timescale for vari-ous activities – divided according to tasks. The time required for each task is also calculated. All dates which have to be planned in advance – includ-ing the dates for assembly and disassembly of the stand, which are fixed by the organizers – are entered in the plan with date of completion and responsible parties. The total period of time necessary before the trade fair is determined by the field of activities requiring the most lengthy pre-planning stage (design of stand, exhibits). The remaining activities have a time buffer, i.e. com-mencement of these activities can be varied according to the amount of time required. The plan to be made will contain all relevant aspects that are absolutely essential within the framework of a thorough preparation for participation in a trade fair. Organizational ProceduresSuccessful Participation in Trade Fairs41Trade fair participationMonths to start of fair-12to-9-8-7-6-5-4-3-1+3-2+2+1% Definer corporate objectives and expectations% New products or services ready for use at beginning of the fair?% Check economic situation, sales opportunities and distribution% Cost expectations, return on investment% Company decision on participation at the trade fair% Budget approval% Appoint project management/company team% Internal coordination% Request trade fair documentation% Determine stand size% Registration/allocation% Selection of exhibits% Stand planning% Selection of stand construction company% Advertising/gifts% Briefing of stand construction company% Order% Trade fair catalogue entry% Supporting advertising measures% Presentation by the stand construction company% External staff, hostesses% Dress code, uniform% Commission catalogues/brochures% Request communication lines/electricity/water supplies% Determine stand personnel% Grafic% Mailings to customers/invitations% Begin briefing stand team% Name badges% Press activities% Hostess briefing% Exhibitior passes% Hand-over by stand construction companyStart of fair% Visitor survey% Success controls% Observation of competitiorsEnd of fair% Oderly dismantling and return transport% Analysis of the participation?% Corparate objectives achieved?% Follow-up/customer contacts% Cost recording% Consequenes for the future% Determine return on investment% Decision on next trade fair, stand size% Final report/documentation42Form of participationIndividual or joint participationIndividual participation in a trade fair with your own stand represents the best opportunity for a successful presentation. There are, however, other forms of participation for the first steps in the trade fair scene which free the inexperienced from many organizational duties. Government agencies, associations or other institutions, such as the Chambers of Industry and Commerce, have teams of professionals expe-rienced in trade fairs and exhibitions who organize joint participation for individual federal states or branches of industry or joint stands with many exhibitors under one roof. This form of participation is a useful way of gaining experience of trade fairs at minimum cost in terms of time and money. It can also be useful at first to exhibit as a sub-exhibitor at the stand of a company which is not a competitor and with which you are on friendly terms. This should help you become familiar with what goes on at a trade fair. The exhibits of a sub-exhibitor must also comply with the nomencla-ture. Sub-exhibitors are also listed in the catalogue.Selection of exhibits and exhibition programmeThe exhibition programme is decided upon parallel to the decision-mak-ing relating to the marketing and trade fair aims according to the following participation aims (examples):to increase salesAll exhibits must also be delivered within a reasonable period of time.to demonstrate technical advances, innovation and designThe exhibits must comply with the latest technical and aesthetic standards (trade fairs are no place for old stock). New developments must function absolutely perfectly and have practical applications.Organizational ProceduresSuccessful Participation in Trade Fairs43to demonstrate that your products live up to your advertis-ing claims, that is, that from a technical point of view they function as they should and meet the required safety stan-dards – even under unusual conditionsIn the case of selected machines and appliances, technical advances and special functions as well as application-orientated solutions must be fea-tured prominently. The exhibition programme can be determined by answering the following questions:r Can the whole range of products be displayed, or should selected problem solutions be shown in a visual presentation? r What must definitely be displayed?r What is new, improved, better than the competition?r What must be particularly emphasized?r Which product meets the future requirements of the target group?r Was the current (economical, technical) trend taken into consideration?r Are the design, the colouring and packaging right?r Should special trade fair models be produced?r What must be explained by using flip charts, displays or videos?r Can the products be demonstrated in real life situations?r What mechanical and operational aids are required for this (electric-ity, gas, compressed air)?r How much space will be needed?The list of exhibits determines the space requirements and the stand design (t Ch. 7, Trade fair stand).44Pirate products at German trade fairsTrade fairs reflect the market representing the complete range of products offered in a sector in concentrated form. Thus, trade fairs provide a com-prehensive overview for visitors and exhibitors. Nowhere else is it easier to compare your own products with those of the competitors than at trade fairs. It comes as no surprise that exhibitors often notice their products have been faked for the first time on trade fairs.When are copies illegal?In Germany the basic principle of freedom to copy applies. That means that, in principle, everyone may copy other products, processes and brands. Only the holders of special protection rights can forbid third parties the reproduction and the commercial use of his protected product or his pro-tected brand. In addition to the production, the holder of protection rights can also prohibit the marketing by third parties or simple offering for sale or advertising of the pirated products. Furthermore, he can demand from the copying party that he desist from infringing the protection rights and demand compensation for goods already sold. He has a claim to informa-tion about the origin of the products and can even call for the destruction of products which still exist.What are protection rights?Protection rights include, among othersr Patents Patents are granted for inventions which are: new, based on an inventive activity and commercially applicable. A patent grants the inventor the right, for a specified period of time, to prevent others from using, producing, selling or importing his invention. In return, the inventor must disclose the details of his invention in a patent speci-fication which is accessible to everyone.r Utility model As in a patent, the object registered as a utility model must be new, based on an inventive activity and commercially appli-cable. Utility models can be registered faster and more cost-effectively than patents. The registration, however, is carried out without a cor-responding check on novelty and the existence of an inventive step. Therefore chances are, that the registered utility model cannot be suc-cessfully asserted in the event of a dispute.Organizational ProceduresSuccessful Participation in Trade Fairs45r Brands All symbols, particularly words, illustrations or presentations, can be protected as a brand which lend themselves to distinguishing the goods or services of a company from those of other companies.r Registered design By means of a registered design a new design of prod-ucts can be protected. As is also the case with the utility model, the German Patent and Trademark Office does not check whether the reg-istered design actually satisfies the material protection prerequisites (in particular, novelty and uniqueness).What can I do before the trade fair starts?While making preparations for a trade fair you can already initiate mea-sures to avoid unpleasant surprises later. To this end, you should first of all contact a lawyer. In order to effectively protect a product or a brand from imitators, you must be in possession of a protection right for it. You should bring all documents which prove that you are the holder of the pro-tection right with you to the trade fair (originals or authenticated copies of the protection rights certificate as well as, if necessary, already obtained declarations to cease and desist or judgements against the plagiarist). Fur-thermore, you should make sure that, if necessary, you can contact a law-yer at the venue of the event, even at the weekend.If you are in possession of actual information that a competitor intends to exhibit pirated versions of your protected products, you can already submit an application for the opening of border seizure proceedings prior to the trade fair. In the process of border seizure, the customs authorities may remove the goods which infringe protection rights from circulation – even after they have crossed the border.What can I do during the trade fair?If you notice at a fair that pirate copies of your protected products are being exhibited, with the support of your lawyer, you can issue the copying party with a warning and offer the opportunity to make a declaration of discon-tinuance subject to penalty. Should the copying party not be prepared to sign such a declaration, with the help of a court’s interim injunction, you can forbid the copying party exhibiting the products which infringe your protection rights.46What can I do if I have no protection right?In exceptional cases, the imitation of goods can also be illegal even with-out the xistence of protection rights under the terms of law against unfair competition. This presupposes that a businessman imitates a product of a competitor with a competitively unique feature and offers it for sale on the market. Furthermore, there must be special circumstances which make the behaviour of the businessman appear unfair. Only if these strict pre-requisites exist, the principle of the freedom to copy is broken by this pro-tection provided by competition law.What can the trade fair organizer do?The trade fair organizers in Germany are happy to be able to support you to ensure that your trade fair participation will be successful. Before legal disputes arise at the exhibition centre, you should therefore inform the organizer. Only then is it possible for him to help to settle a dispute as a mediator. However, the organizer cannot assert your rights against third parties, since he is not himself the holder of the protection rights, basically that means, he cannot close any booth of exhibitors as long as no enforce-able title is submitted to him.Further information at:r Deutsches Patent- und Markenamt: www.dpma.der Zentralstelle Gewerblicher Rechtsschutz: www.grenzbeschlagnahme.der Patentanwaltskammer: www.patentanwalt.der Aktionskreis Produkt- und Markenpiraterie: www.markenpiraterie-apm.deOrganizational ProceduresSuccessful Participation in Trade Fairs47RegistrationA great many German trade fairs are booked up very quickly. It is there-fore advisable to book early. According to the cycle, the closing date for regis-tration is six to eight months before the event. The space required must be given at the time of registration, so a rough draft of the stand design should be prepared in advance based on the list of exhibits. The exhibitor receives the following documents and information from the organizer in order to complete the registration process:You will be asked to provide the following information at the time of registration:r minimum and maximum size of the stand (m² )r position in the hall or outside (infrastructure)r width and depth of the standr type of stand (standard, corner, end or block stand)r alterations to the proposed layout of the exhibition hallr type of assembly (1 or 2 floors)r differences from the planned assembly methodr details of the products to be exhibited (branch of industry)r sub-exhibitors and other companies also representedr details of the quantities and types of waste to be expectedIn the case of joint participation, the registration is completed by the insti-tution dealing with the organization.Participation documentsPlans of the trade fair groundPlans of the hallsRegistration formsService documentsRange of space availableConditions of exhibitionRegulations48Organizational ProceduresConditions of participationThe contract conditions such as admission, stand rental, conditions of pay-ment, contract cancellation, registration of sub-exhibitors and companies additionally represented are laid down in the conditions of participation. The technical part contains times and regulations for assembly and dis-assembly, guidelines for stand design, information about the permitted materials, the height of the stand, the maximum permitted weight on the ground, the technical installations for the stand power supply, specifica-tions governing waste reduction, reutilization and recycling, tips about demonstrations and advertising on the stands, information about fire pre-vention measures, about accident prevention as well as safety regulations, liability and insurance. If the participation is cancelled by the exhibitor for any reason, costs incurred will vary according to the date of cancellation. In the case of can-cellation shortly before the commencement of the trade fair, the full rental for the stand might be payable.Safety regulationsFor imports of technical goods, depending on the country of origin, vary-ing regulations with high safety requirements also apply for trade fairs. In matters of technical safety, exhibitors can contact the Technical Boards of Control (TÜV), the VdTÜV, and in matters of electrical safety, the VDE.Verband der Technischen Überwachungs-Vereine e.V. (VdTÜV)Friedrichstrasse 13610117 BerlinTelephone +49 30 76 00 95–400 berlin@vdtuev.deTelefax +49 30 76 00 95–401 www.vdtuev.deSuccessful Participation in Trade Fairs49VDE Verband der Elektrotechnik, Elektronik, Informationstechnik e. V.Stresemannallee 1560596 Frankfurt am MainTelephone +49 69 63 08–0 service@vde.comTelefax +49 69 6 31 29 25 www.vde.comAppliances on display which are intended for sale in the European Union must comply with the relevant regulations of at least one member coun-try of the EU. At German trade fairs, third country business – business between an overseas supplier and an overseas buyer – plays a major role. If the exhibit is intended solely for export to these non-EU countries, and is, therefore, built following to their safety standards, it must be labelled accordingly. The TÜV and VDE provide information on this complex matter and conduct tests.InsuranceIt is a fundamental obligation of the exhibitor to provide sufficient insur-ance protection. Since there are many risks involved in participation in a trade fair, a special exhibitions insurance policy was developed decades ago. The organizer is only responsible for the general third party risk for personal injury and damage to property. The exhibition insurance policy covers the exhibitor for the transport risk and the risk involved during the stay, and can be arranged via a basic agreement with the organizer. The exhibition insurance policy covers all risks to the exhibits, the stand and the stand equipment from the time it leaves the exhibitors premises, including assembly, the duration of exhi-bition, disassembly right through to the return of the goods to the exhibi-tors warehouse. The policy covers damages that occur during loading and unloading, that occur en route, or during the time they are on the exhibi-tion premises, during assembly or during the exhibition itself. Damage caused by members of the public is also covered. It is also possible to take out an exhibitor liability insurance policy.50Services available to exhibitorsGenerally speaking the organizer will help the exhibitor on a theoretical and practical level with all technical and organizational matters, especially if the exhibitor is participating for the first time. Order forms for a variety of services for exhibitors are sent out together with the conditions of participation, or the confirmation of the stand hire. You can also use online order systems. In addition to help with press rela-tions and advertising (t Ch. 9, Advertising and public relations), a whole range of services can be obtained from the organizer or from the organiz-ers contractors either free of charge or at fixed prices.They include:r stand rentalr hire of furniture, kitchen appliances, floor coverings, lighting, audiovisual equipmentr freight servicesr storage space for packing cases, crates etc.r room reservationr stand cleaning and securityr transport and exhibition insurancer installation (electricity, water, compressed air)r communication linksr temporary staff agenciesr photographic serviceDuring assembly in the exhibition hall, there are even more services on offer: flowers for sale, and artificial ones for hire, decoration materials, materials for assembling the stand, general stores, provision of temporary staff, etc. Passes for the stand personnel are also included in this service. Free en-trance passes are given out to stand personnel in relation to the size of the stand; further exhibitors passes can be purchased. Parking passes valid for the duration of the trade fair for exhibitor parking spaces can be ordered in advance with the appropriate order forms. There is a charge for these passes.Organizational ProceduresSuccessful Participation in Trade Fairs51Catalogue and information systemsThe entry forms for the catalogue and information systems are usually sent out with the official acceptance of application. It is important to be aware of the relatively early closing date for contributions, because the catalogue is available for interested parties several weeks before the event is to take place so that they have sufficient time to prepare their visit to the trade fair. The order of entries in the catalogue is normally based on three criteria: alphabetical order according to company name (possibly with a summary of the range of products supplied), according to index of goods, or to the nomenclature, and according to halls with a corresponding plan of the halls. If required, the exhibitor can be entered under several product cat-egories. A fee is charged for this service. Company or product trademarks are often included in the catalogue, and again, a fee is payable. Advertise-ments are also possible. Similar classification structures apply for inclusion in the electronic infor-mation system for visitors. It is also possible to use this system for adver-tising. When this system is being operated, it is advisable to check the entry on the first day of the trade fair and compare it with the entries of competitors, with a view to making some changes to the entry if necessary.Transport and storageSensible planning and handling of transport prevent unnecessary loss of materials and save any additional costs express delivery would incur. In the case of large exhibits, it is advisable to work with an experienced trade fair delivery agent. The following points should be included in transport planning:r type of transport lorry, removal van, estate car, car, rail, ship, aero-planer methods of transport individual transport, multiple load, collective transportr packaging for transport purposes (reusable) cardboard, crate, cardboard box, containerr transport papers proforma account, instructions for dispatch, stores instructions, translations, delivery notes, international customs passr storage of packaging materials on the trade fair grounds52Apart from delivery carried out by the company in a car or lorry, it is often the case that only certain trade fair delivery agents are responsible for the delivery and removal of exhibits, as well as for the hire of unloading equip-ment. On the one hand, this is for insurance reasons, and on the other, because the trade fair delivery agent takes on the responsibility for the punctual delivery and removal and clearance through customs of all exhib-its and also for the storage of empty packaging from the organizer. The trade fair delivery agencies are completely booked up during the whole assembly, trade fair and disassembly period. Early booking – well before the trade fair – is essential. In the case of foreign exhibitors, exact knowledge of the regulations is nec-essary for transporting the exhibition goods and dealing with the customs formalities. International forwarding agents who have experience of trade fairs – often contractors of the trade fair companies – can ensure that all transport to and from the trade fairs runs smoothly, if necessary by using joint con-tainers for several exhibitors. They guarantee that all regulations will be complied with, and are familiar with the unloading equipment available at the trade fair grounds. If the transport is taken care of by a forwarding agent, he will also deal with the customs formalities. International trade fairs have their own customs departments. The trade fair companies publish information about how to comply with the customs regulations for exhibits, tools and equipment for assembling the stand, foodstuffs or free gifts and printed matter. Further information about customs procedures and regulations can be obtained by writing to Germany Trade and Invest Friedrichstraße 6010117 BerlinTelephone +49 30 200 099-0 office@gtai.deTelefax +49 30 200 099-111 www.gtai.deOrganizational ProceduresSuccessful Participation in Trade Fairs53Participation in fringe eventsDuring a series of trade fairs, it is possible to hold lectures about company products or processing technology within the framework of a programme of exhibitors specialist presentations. These presentations must be regis-tered in good time. There is not normally any charge for this service. The organizer provides a room and is responsible for publicity and attracting visitors.Exhibitors can also take part in special shows on specific subjects using their exhibits. These special shows are normally announced separately and organized on a neutral basis as regards different companies. It can be worthwhile for the exhibitor to take part in specialist conferences, con-gresses or panel discussions; this can help to refresh knowledge of current trends. The stand must, however, be staffed at all times.Arrival, departure and accommodationIt is advisable to book early in writing in order to find a room in the desired category. Exhibitors receive an order form for room reservation with the participation documents. All trade fair cities have agencies which can undertake room reservations before the event. Usually, these agencies are located at the main station or at the airport; they are also present at the trade fair grounds during an event. These agen-cies give priority to short-term visitors. Group travel is often organized for visitors coming from other countries. The organizers and their representa-tives abroad can supply information about this.Sustainability: challenge and benefitsProtection of nature and the environment is one of the most important tasks of the economy and society. Today, therefore, sustainability is an absolute must for everyone. Acting in an sustained compatible manner provides advantages for the organizer, the designer of the trade fair stand and the exhibitor. 54At trade fairs, large quantities of waste are created in a short period of time within a limited area. Dealing with avoidable and unavoidable waste therefore constitutes an important part of environmental management. Organizer, stand designer and exhibitor must work together. In accor-dance with the motto less is more, the quantity and quality of expected waste can be planned for well ahead of time. Waste will then be minimized and avoided. The amount of waste requires most organization in the preparation and follow-up stages at all trade fairs and exhibitions. 75 % to 80 % of all trade fair waste must be disposed of in a very short period of time. In addi-tion, the reusable materials need to be sorted and then recycled. An ever-increasing number of exhibition corporations are starting visibly to pass on expenses as additional costs to those responsible for the waste: Avoid-ing waste then becomes an economic factor for each exhibitor. The exhibi-tor who causes waste has to pay. The calculation is simple: less waste = less waste disposal costs. The advantages of sustained friendly action are therefore:r Visibly recognizable environmental measures make a positive impression on the visitor.r Conscious, well-planned use of materials saves resources.r Minimisation of waste reduces disposal costs.r Commitment to the sustainability can be marketed in the communication mix in a number of ways.For sustained participation at a trade fair, preparations must be made well ahead of time:r systematic planning, consider the effects on the environment of all decisions and proceduresr internal company appraisal of the avoidance of waste then taking part in trade fairsr obtain details ahead of time on the waste disposal services and charges of the trade fair organizerr use reusable transport packaging materialsr minimize hazardous waste and composite materialsr use reusable products or disposable products which can be recycledr Avoid dirt/damage/dust/large amounts of waste materials when assembling and dismantlingr Motto: Avoid – minimize – recycleOrganizational ProceduresSuccessful Participation in Trade Fairs557. Trade fair standThe trade fair stand is the companies calling card, and as such, should be of a standard that is in keeping with the products exhibited and the signifi-cance of the company both in size and design and appearance. As far as technical details are concerned, the stand must be perfect and must match the standards of the competition. A presentation of the exhib-its which takes into account the needs of the visitor must be a priority. The trade fair stand should be attractive to the eye and pleasant to the ear, and can also appeal to the visitors emotions. A trade fair can be:r impressive – without being tastelessr modest – without seeming cheap and nastyr inviting – without being too insistentr matter-of-fact – but not unfriendlyr spectacular – but not ostentatiousThe design of the trade fair is determined according to the technical orga-nizational concept for stand.Functional areasThe overall size of every stand, no matter how big or small, is determined by three factors:Space required for presentationsThe space required for exhibits is a factor of the number and size of the selected products and the aims of participation. The presentation area includes various areas for exhibits, information boards, videos, demon-strations and entertainments.Discussion areasAccording to the type of product being exhibited and discussion taking place, groups of chairs, private booths or a panel of consultants might be appropriate. However, prestige seating arrangements simply take up space and resources. As well as these areas, space for stand information, the bar and catering area, as well as the lecture room are all areas for per-sonal communication.56Auxiliary roomsKitchen, store room, brochure room, cloakroom, technical auxiliary rooms, staff rooms, service rooms (office). According to the services offered by the stand, additional rooms and equipment may become necessary, for example, staff cloakroom, lockers, left luggage service, changing room, staff rest room, service office (travel information, room reservation, ID passes, postal service).At product orientated events, technical or qualitative properties of the range of exhibits are explained and demonstrated to interested parties. The ratio of presentation area to discussion area (or booth area) should be approxi-mately 60 : 40 for this kind of event.At information orientated events, the emphasis is on the various informa-tion media (lecture, multivision, slide show, video). This form of presen-tation is selected when exhibits alone do not do justice to the services a company has to offer. The space ratio of information areas and booth areas should be about 40:60.At consultancy orientated events, personal conversations are at the centre of the exhibitors plans for using available space. The interested party, who is already informed, will take advantage of a visit to a trade fair to talk to specialists. Seating arrangements and discus-sion booths are therefore the highest priority. The greater part of the available space should then be used for discussion, and the smaller part for booth areas.At mixed events, i.e. combinations of the above-mentioned types of events, the different func-tional areas must be balanced with each other, so that each area can be clearly distinguished in terms of function, space and publicity. The ratio of exhibition and booth areas should be approximately equal here.Trade Fair StandTechnical organizationalconcept for standStand size, type locationArchitectureDesignProgramme of exhibitsTechnical installationsTransportStand assembly andStand disassembly organizationSuccessful Participation in Trade Fairs57Type of standsThe fundamental criterion for every stand is that it should have harmo-nious proportions. The various types of trade fair stand are influenced by the type of division to neighbouring stands and access to the aisles. A row stand is the best variation from the point of view of stand rental; sur-charges are levied for the other three types of stand.Row standThis type of stand is usually positioned in a row of other stands, and is only accessible from one aisle (it is sometimes accessible from two parallel aisles, but this is rare). The dimensions of the open stand front are used to distinguish a narrow, deep stand from a wide stand which is less deep.Corner standA corner stand is situated at the end of a row, and is accessible from two sides, from the aisle along the row and from the one perpendicular to it. The rear part faces another corner stand and the side is flanked by a neighbouring row stand. A corner stand has more sides accessible to the public, but the same overall area, and is therefore more effective than a stand situated in a row. Since a corner stand can be seen from two aisles, higher numbers of visitors can be expected.End standThis stand at the end of a row is accessible from three sides. It is qualita-tively superior to the above-mentioned types, since it appears inviting and representative if exploited properly.Block standThe block stand (or island stand), the most expensive type of stand, is accessible for visitors from all sides and attracts a great deal of attention due to the fact that it is completely isolated from all other stands. A block stand has great potential for effective advertising and is suitable for the purposes of representation. A block stand requires more elaborate design, which is reflected in the higher costs for stand assembly and fitting.Stand Types(R) Row stand(E) Corner stand(K) End stand(B) Block standERRREERRREEE EEBKR R58Outdoor standAn outdoor trade fair stand is often chosen for very large products (e.g. natural stone) or for complete processes and machines (construction machines) which are to be demonstrated in simulated working conditions. If the trade fair stand is outdoors, the exhibitor should ensure that the dis-cussion area is covered.Position of the standThe organizers planning of the halls (stand areas and aisles) takes into account the technical infrastructure, the number of visitors expected (width of aisles) and the quality of visitor flow. The following are the organizers criteria for the position of the stand:r grounds and hall layoutr separation of different branches of industry and productsr infrastructureThe exact placing as regards the position and the neighbouring stands (competitors) can be settled in advance with the trade fair company. Should the exhibitor participate at the same trade fair again, he will generally be given the same position.Stand planningWith the aid of the aims of participation, the list of exhibits, the space requirements and the budget, the planning of the trade fair stand will gradually take on a more concrete form. The following decisions must be made:r whether to rent, lease or buy the standr how the stand should be arrangedr whether the stand should be self-assembled or its assembly contracted outr how long the realization phase is to beFor companies participating in a trade fair for the first time, renting a stand is the most obvious solution. If the company has enough experi-Trade Fair StandSuccessful Participation in Trade Fairs59enced personnel available, and intends to use trade fairs as part of its mar-keting mix on a con sistent basis, it is worth considering other options such as purchase or lease. A rented stand also requires the least organiza-tional work. The organizers themselves, or their contractors, offer system stands for rental in various sizes and with basic furnishings and fittings, to which other furnishings and the companies own equipment can be added. Rent payable for system stands also includes assembly and disassembly. At some events, the majority of exhibitors take advantage of the oppor-tunity to rent similar stands. The organizer wants to create an integrated image for the trade fair. In this case, the priority is the presentation of products and not the company image. By buying the stand furnishings and fittings, certain costs will be incurred as a consequence, e.g. for storage, transport, maintenance and provision of assembly staff. Leasing the stand assembly materials can be advantageous for financial and tax-related reasons as an alternative to purchasing.Arrangement of the standIn making the decision about whether a system stand or a conventional design should be used, the fact that a reusable stand assembly is more cost-effective should be taken into consideration. System assembly, based on pre-fabricated elements, does not necessarily have to be uniform or lacking in imagination. There are far too many suppliers of well-developed systems for that to be the case and there is sufficient technical room for manoeuvre regarding the design.Substantial advantages of system assembly are:r sensibly priced, pre-fabricated, precisely fitting componentsr easy to transport and storer low staff requirements during assembly and disassemblyr only simple tools required for assembly and disassemblyr extremely stable elementsr versatility and adaptabilityConventional or individual stand assembly is especially attractive for com-panies involved with construction or interior work. They have extensive knowledge of materials and fabrication, and have the necessary produc-tion facilities and qualified staff at their fingertips. Conventional assembly enables particular, highly individual designs to be realized. 60A combination of system stand assembly and conventional assembly is often used and allows for individual design with a relatively high degree of flexibility.There are three methods of stand assembly:open assembly No external screens that might obstruct the view. The stand is visible at a glance, all exhibits can be identified straight away.partly open assemblyExternal screens are included in places, in order to prevent visitors from being able to see directly into the stand immediately. This is the stand assembly method most widely used.closed assemblyThe stand consists solely of external screens (possibly with windows). It is necessary to enter the stand in order to view the exhibits, watch demon-strations and talk to the stand staff.Suitable dividing screens enclosing room areas form the body of the stand and separate or divide different functional areas, which ensures the smooth running of the stand. Within the presentation area, these screens also serve as information boards (photographs, graphics, text). The sur-faces and screens facing the inside of the stand form the booth area. Verti-cal and horizontal harmony in respect of the division of the stand space should be taken into consideration here.A company or contractor-built standThere are various possibilities for completing the stand assembly:r the trade fair stand is produced by the company itselfr a trade fair company is employed as a general contractorr an architect and a trade fair company are jointly engagedr an architect is employed to tender for and then engage skilled craftsmenTrade Fair StandSuccessful Participation in Trade Fairs61Company-built standAdvantages: no planning costs, companies own skilled craftsmen can be used. Disadvantages: design limitations due to lack of experience, staff sickness and other absences, costs difficult to estimate, additional storage space required for stand assemblies.Trade fair company as general contractorAdvantages: everything is dealt with by one organization, free quotation in majority of cases (a fee must be paid for design work, however), possibil-ity of rental and full service – all handled by experts. Disadvantages: mostly tied to one system, individual (company) ideas more difficult to include, in the case of smaller stands support and realization of special features limited, cost-effectiveness not immediately obvious.Architect and trade fair companyAdvantages: the architect completes the planning work without the limita-tions of specific stand systems, knows the market, takes on the role of a coordinator and is under obligation to his client. Disadvantages: the pre-planning costs are higher at first, because an architect is usually engaged on a contractual basis; intensive dialogue can be time-consuming for the company.Architect and workmenAdvantages: first-class results for correspondingly ambitious projects, cost development can be tightly controlled by means of tender system, selection of qualified specialist companies means first rate workmanship. Disadvantage: despite cost controls, this is usually more expensive.Realization phaseAfter the rough planning, an intensive dialogue begins, either inter-nally, or if a contract has been awarded, with the architect or planning company. The first thing to be discussed is the realization of the aims of participation. Without being given all the collected information and the rough ideas, the planner cannot fulfil the requirements of the company. The planner must be familiar with the exhibits. When a contract has been awarded, the planner should have a contact in a position of authority within the company. 62The contract awarded to the planner includes:r draftr provisional costingr presentation of the design (deadline)r costs for pre-planningThe internal or external planner will take into consideration the exhibi-tors location in the hall, as well as the type of stand, compare the size of the stand allocated with the amount of space required, and check, for example, that supporting pillars in the hall are not in the way, where the power supply cables have been laid etc. It is also important to observe all the stand assembly dimensions (height of the stand, distance between stands, profile of the stand), as well as the technical specifications (fire protection, safety regulations, electricity, water, gas, compressed air, tele-communications). The planner takes into account the main direction of the visitor flow, the entrances to the hall, possibly the neighbouring stands and the required functional areas, including the spatial layout. The planning is refined further, based on the original rough idea for a design. The next stage is the creative part of the planning, based on the stand functions that have already been established. Stand assembly materials or a stand assembly system are selected. It is established whether colour will be used and, if so, which colour, what sort of lighting will be used and whether additional design elements are necessary. A good planner can be expected to develop various alternatives and present them with costing for a final decision. If the planning is to take on a more concrete shape, the plans must be comprehensive and it must be possible to put them into action. Concepts and planning that have not been thought through are a waste of money.Stand architectureAbove all else, the trade fair stand must make a valuable contribution in terms of supporting the exhibitors marketing, and especially, communi-cations strategy. The stand must fulfil a number of functions at the same time; the stand design must allow for all of these. The architectural solu-tion depends on the aims of participation and the marketing mix priority (sales, communication). Trade Fair StandSuccessful Participation in Trade Fairs63An essential component of good trade fair architecture is the optimization of verbal and visual communication by creating an attractive atmosphere at the stand. As well as the functional and homogeneous aspects, the stand architecture should meet the requirements of the exhibits in terms of qual-ity and technical realization. The image that typifies the company (corpo-rate design) should be used as a basis for the architecture and design. According to the type of event, the individual design elements can then be adapted to the participation aims and the expected target group. Since only the presentation and discussion areas are visible to the visitors, the archi-tectural design is concentrated essentially on these two areas. It is important to consider the fact that trade fair visitors are motivated to verbal communication via four stages: 1. they look around 2. they gather information 3. they ask for something to be shown or demonstrated to them 4. they want to communicateThis has the flowing significance for the stand design:The trade fair stand must be laid out according to a general scheme so that visitors can find what they are interested in. Product areas and exhibit groups must be easy to distinguish.The relevant verbal and visual information must be clear and precise, and thus ensure a reliable transfer of information to the trade fair visitor.While demonstrations of exhibits facilitate visual information, a practical understanding of product benefits must be acquired and thus supplement the information received visually and lead to direct communication.64The personal contact – communication – gained in this way must com-plete the image of the product and the efficiency of the company and encourage the decision to buy. The following points must be taken into consideration for the stand architecture:r layout of rooms r stand furnishingsr floor covering r lighting r assembly technique or method r colour designr ceiling design r technical structures r screens, panelling r lettering (typography)The available stand space can be divided into a horizontal (usable area) and a vertical area. The vertical structure generally has three levels: r the table or podium levelr the written information level (graphics)r the description level (name of company, slogan)Stand design and equipmentThe purpose of the stand design is to ensure that the stand projects a vis-ible company image and is as far as possible unmistakable. There is no place here for pretentious design and architectural experiments. Most information is perceived visually. An exhibit may be considered or written information read but first of all it is seen, before it can even be rec-ognized. Anyone displaying, selling or advertising must make his wares visible.Presentation of the exhibitsAll products must be shown to their best advantage. The more attractively the exhibits are presented, the quicker the attention of the visitor is caught. Quality is more important than quantity in the display. The most important thing is to bring out quite clearly the benefits for the user. A presentation must be seen through the eyes of the observer, the trade fair visitor; the exhibitor must put himself in their position.Trade Fair StandSuccessful Participation in Trade Fairs65The following questions must be answered before the exhibits can be exhibited:r Are the exhibits attractive to the eye (design, colour, packaging)?r Can the visual effect of the exhibits be improved by colour and lighting effects?r Can the exhibits be so displayed that they are freely accessible to visi-tors, or must small objects, for example be protected against unauthorized handling (breakage, theft)?r To what extent can the exhibits be shown in practical situations and how much space is needed for this?r What information must be designed (flip charts, displays)?r How can services be demonstrated?r How can the user benefits of the products be shown clearly?FurnishingsFurniture and equipment for the presentation and discussion areas should be formal and of appropriate colour and quality. This applies to:r information standr discussion tables with chairsr bar and bar stoolsA small bar has the advantage that short conversations (with refresh-ments) can be carried out here without occupying a discussion room. r cupboards and glass cabinets that can be lockedThe simple furniture and equipment in the other rooms essentially con-sists of kitchen facilities, office facilities, and storage facilities for bro-chures, free gifts etc. There are many space-saving devices for kitchen facilities designed with the limited space at a trade fair in mind.LightingLighting is a part of the overall stand design. There is a distinction to make between general stand lighting (discussion areas and staff areas) and light-ing of objects (presentation area). Lighting effects can be an additional attraction (lighting console). The basic principle of trade fair lighting is to light the stand evenly, so that it stands out in a hall which often has quite 66diffuse lighting. The planned effect of the object lighting should be clearly emphasized by the light intensity and the spatial arrangement. One basic design technique is to contrast light with dark. The significance of a large, dark form can be emphasized by the contrasting effect of a smaller, lighter form. If the desired contrast between light and dark cannot be achieved because the general stand lighting is too bright, there is no point in illumi-nating individual objects. There are three aims of lighting objects individually only in the presenta-tion area: 1. to create an effect at a distance 2. to emphasize the objects being exhibited 3. to assist in the creation of the desired light and dark effectsThese effects can be created with good, generally available ceiling or wall spotlights. The object lighting should prevent the visitors from being daz-zled. Since spotlights give out a great deal of heat, they should be installed at a height of at least 2.3 m. In many cases it is sensible to use light sources that do not give off so much heat. Objects in exhibition glass cases should be lit by small non-dazzling lights. Warm-white neon lighting creates an atmosphere conducive to commu-nication, because the faces of the people appear to be fresher and not so cold and pale, as is so often the case under fluorescent tube lighting. In work rooms (kitchen, store, cloakroom), the strength of lighting installed should suit its purpose.Graphic design and information mediaPresenting information in a visual form by using colour and graphics is a part of stand design. The trade fair visitor expects to be guided by visual information organized according to:r initial impressionr general impressionr detailed impressionTrade Fair StandSuccessful Participation in Trade Fairs67The interested party should be able to find the stand he is looking for in the hall as quickly as possible. The initial impression includes the size and position of the stand as well as the company logos and the company colour scheme. At the stand, the interested visitor wants to be able to find his specific area of interest quickly and without help. For the general impression, product and information groups must be separated from each other. The general impression creates the subject-related framework without pre-empting the detailed technical information. It therefore has an obvious leading role.The means of the general impression are:r company logor subject titles (primary concepts)r graphicsr product coloursThe interested visitor expects to find brief explanations of the exhibits as part of a clear presentation. This, the detailed impression, is achieved by means of the direct spatial layout of information about the exhibit. The detailed impression is thus part of the information as well as part of the presentation. In this case, the following means are used (sometimes in combination):r brief technical details (text)r graphical representationsr photographsr film projection (with/without soundtrack)r multivision showsThe visualization of the information is determined essentially by four complementary factors:r graphics (e.g. technical representations)r lettering (typography)r photographs, audio-visual mediar stand colour scheme (incl. floor colour) Graphics68In general, graphical illustrations complement the exhibit. Indeed, it is almost impossible to illustrate complex systems without supporting graphics. Enlarged pages from brochures or technical drawings are not normally suitable, as graphics must have a very clear layout. Information must be restricted to what is absolutely necessary and must also be clearly comprehensible from a short distance. Nor is it a good idea to present the visitor with graphic after graphic since this is very tiring and the information becomes impossible to take in. The harmony of the design concept must not be disturbed by the proportions of the graphics, i.e. mathematical criteria should not necessarily be used at the cost of aes-thetics. Thus a mathematical square always appears higher than it is wide, that is to say, the vertical side is overestimated.Product captionsSince product captions are often the first piece of information seen by a visitor, they must be well placed on the stand, typographically well laid out and be concise and comprehensible. Product captions that communicate effectively take the following into consideration:r easy to readr attract attention by strength of appeal and motivating actionr to the point, lucid, clearr hierarchical presentation of informationr due consideration to the readers position (distance from source) and his motive stater integrated into the overall imagePhotographs and slidesThe use of photographs and slides is highly recommended, since they enhance verbal information, make systems optically visible, convey spa-tial impressions and demonstrate user benefits. High quality, large format colour photographs and slides that are relevant to the theme of the trade fair can create an exciting atmosphere. This will also be relevant to the visi-tor and his workplace including any pertinent technical problems. Infor-mative large format photographs promote communication, nevertheless they should be used sparingly, because if not they cancel each other out.Trade Fair StandSuccessful Participation in Trade Fairs69Audiovisual mediaThe use of audiovisual media, such asr filmr TV (video playback)r multimediar computer-aided presentationscan increase the attractiveness of the trade fair stand and help supply more detailed information. Although audiovisual media are excellent means of communication, they can never replace personal conversation. It must also be remembered that the sound level of audiovisual material must not interfere with conversations taking place on your stand or on neighbour-ing stands. Audio-visual media should be used to demonstrate products or processes in action that cannot be demonstrated live at a trade fair for technical rea-sons and to enhance advisory discussions. Due to the constant exposure to stimuli that is always the case at trade fairs, a video in particular is not an attraction that will captivate visitors for more than a few minutes – or only if the film is being used as an integral part of a discussion.Stand colour schemeThe colour scheme of the trade fair stand has the same importance as the type of assembly, since colours as well as the company logos or trademarks influence the image of the company. A colour or colour combination helps make the company memorable for visitors. Cultural, ethnic and religious criteria must be particularly carefully considered in the choice of colours, symbols or graphics. The psychological effect of colours on the visitors and on the stand person-nel should also be taken into consideration. An orange red, for example, makes a lot of people restless and nervous, whereas a dark blue has a calming effect.70Technical facilitiesEssentially, the technical facilities of a trade fair consist of the following:r power supply and systemr water supplyr compressed airr telecommunications systemsr audiovisual media (film, slide projection), loud speaker systemr office equipment (PC, copier)Additional facilities may be necessary in order that contacts may be made quickly at the stand, such as information about the delivery programme and, in the case of larger stands, a personnel register, or a staff location system in order to locate personnel should they be required to attend to a particular customer. In some cases, a data connection from the trade fair to the company headquarters can enable trade fair personnel to have access to technical data and sales information at the touch of a button.Stand assembly and disassemblyArchitecture, position, design and technical facilities of the stand as well as the exhibits themselves determine the procedure and the costs of assem-bly and disassembly. An employee of the exhibitor who has experience at trade fairs should supervise the assembly of the stand either himself or by using external help in order to ensure that the allowances for time and costs are not exceeded. As a general rule, nothing else should be changed in the assem-bly phase and initial assembly or testing of the exhibits should not take place at the stand. A trade fair stand is not a research laboratory, a produc-tion line or a place for making last minute changes. The time allowed for disassembly is often fairly tight due to subsequent events. The preparation for clearing the rented stand area must therefore be well organized. Apart from the time aspect, a badly organized and careless disassembling of the stand can incur extra costs after the event. For example: r damage during transport due to expensive equipment being badly or insufficiently packedr loss of materials due to lack of supervisionr damaged stand assembly materials due to careless handlingTrade Fair StandSuccessful Participation in Trade Fairs71Environmental compatibilitySustained compatible trading does not mean that individual and creative stands must be sacrificed. Planning in good time is, however, required. Planning for a trade fair stand must allow environmental compatibility, along with function and flexibility, an equal role. In cooperation with a suitable designer for the trade fair stand, who is also qualified for environ-mentally compatible planning and construction methods, a suitable stand can be built. Such advice is particularly worthwhile if a thoughtful and individual choice of suitable construction methods is made in the run up to the trade fair. The following are available:r Advice by suitable trade fair construction firmsr Efficient lay-out and prefabrication of the standr Module construction methods for conventional and individual construction of trade fair standsr Use of reusable and space saving transport systemsr Creation and use of storage possibilities for transport packagingr Ecological and economic comparison between stand purchase and rentalmodule constructionmethodreusablewall materialsdistribute advertisingmaterial purposefully use good quality floor coverings several timesdo not stick photographson the walls and boardsuse reusabledecoratingmaterialenergy–saving lights72Floor coveringsAt 80 %, textiles are used most frequently as the material for floor cover-ing at trade fairs. This is due to good tread comfort and appealing ambi-ence. AUMA commissioned a scientific study into the environmentally compatible use of textile floor coverings at trade fairs. It came to the fol-lowing conclusions:Reusable textile floor coveringsFrom an ecological point of view, reusable floor coverings should be used at least six times in strip form and eight times in tile form, whereby clean-ing and storage should be planned in good time. The repeated use of tex-tile floor coverings is therefore to be optimized. The exhibitor should enquire at the firm responsible for constructing the stand or the organizer, if there is a pool of reusable floor coverings for rent. In this case he is then relieved of cleaning, transport, storage and waste disposal.Advantages:r Good tread comfortr Appealing in design, colour and variety of patternr Dirty tiles can easily be replacedr Small amount of waster Modest use of materialDisposable textile floor coveringsOf the disposable floor coverings studied, Polvlies without foam backing is the most environmentally compatible.Advantages:r Manufacture with modest energy consumptionr Reasonable price for purchasing and transportr No return transport and no cleaningTrade Fair StandSuccessful Participation in Trade Fairs73The following also applies for the use of floor coverings:r Pay attention to compatibility of the floor covering material and that of the adhesive tape.r Use water based paper and wood adhesive as well as low solvent dis-persion adhesive. Do not use all-purpose glue containing solvents.r Environmentally compatible textile floor coverings are characterised by a low proportion of inorganic material, energy saving manufactur-ing processes, use of reusable materials and the fact that the indi-vidual parts can be separated out.748. Manning the standThe trade fair stand creates a positive environment for product and per-sonal information by means of its architecture and design. Competent stand personnel and efficient, functional running of the trade fair ensure success.Stand personnelThe better motivated and qualified the stand personnel, the greater the chances of good sales results and new contacts. Purposeful selection and intensive training of the stand personnel are just as important as an effective presentation of the products.Personnel planning and selectionThe selection of suitable employees for work at a trade fair is based both on their specialist knowl-edge and their personal qualities.Temporary staff are available on site for a whole range of activities on the stand. These include stand assembly and disassembly catering and entertainment, as well as interpreting. Interpret-ers may usually be arranged on an hourly basis by the organizer.According to the size of the company, the stand personnel should include:r company representative (member of the board of directors, managing director)r stand management (responsible for running the stand)r technical staff (consultation demonstrations)r sales staff (sales, conditions of delivery)r staff responsible for trading countries abroad (export discussions)r interpretersr press agentr information personnel (stand information)r service personnel (office, catering, waiting staff, security, cleaning)Manning the StandQualifications of stand personnelOutstanding theoretical andpractical specialist knowledgeAbility to deal with peopleand openessConfident and proficient mannerArticulate expressionFlexibilityKnowledge of foreign languagesExperience at trade fairsStamina (health)Willingness to travelSuccessful Participation in Trade Fairs75Motivation and trainingAt a trade fair the company as a whole is under scrutiny. Every member of the trade fair team must be willing to give his or her best before and dur-ing the trade fair as well as in the follow-up stage. Employment at a trade fair is not a reward, it is hard work, for which the staff must have intensive preparation. The more comprehensively the stand personnel is informed about the aims of participation and the more clearly every individuals duties are defined, the better each employee is able to fulfil the requirements. Stand personnel who feel properly pre-pared and informed make a considerable contribution to the smooth and successful running of the stand. They should be informed about the following:r the companies own range of products and servicesr prices and conditionsr the competition and competitors range of supplyr the target groupr the visitor profile of the trade fairr important customers and interested partiesr how to record each conversation with a visitorr the layout of the stand and the duty rosterr the importance of the trade fair for the branch of industryr the location of the trade fair and the trade fair groundsIt is frequently the case that employees only have limited practical experi-ence in dealing with trade fair visitors. The trade fair team must therefore be prepared and trained for this task, especially in how to conduct discus-sions, present arguments, and answer questions. There is a variety of spe-cial seminars, publications and videos on the subject of trade fair training. If as many contacts as possible are to be made, the most successful employees are those who attract the attention of the visitors. Every visitor is a potential customer. The art is to win him over. A prerequisite for this art is the ability to make an active approach to the visitor. Experts estimate, however, that 50 % to even 90 % of all conversations are initiated by using the conversation killer “Can I help you?” This phrase frequently kills the conversation stone dead in a matter of seconds. 76The customer also wants to be at the centre of attention. This can be achieved verbally if the member of staff speaks from the point of view of the customer, i.e. You receive instead of we supply; Here you can see instead of I will now show you. The most shocking results were obtained from observations made at capital equipment trade fairs in particular. Up to 70% of visitors are not approached at all. 80% of sales staff end the con-versation if the visitor has a cold manner. Training for trade fairs has the following points of emphasis:r How is the interest of the visitor aroused?r How and when are they approached?r How should their name and address be requested and written down (visitor records)?r How should members of staff behave towards the general public?The training has the following objective: it is important to communicate to the visitors that the staff are approach-able at all times. It is especially important to avoid behaviour which will discourage visitors from coming to look at the stand (reading a newspa-per, involved conversations with friends or colleagues). Trade fairs are live events; there are no second chances. It is often the case that visitors will only enter a particular hall once during their visit and are interested in one particular stand for a short while. If the stand personnel does not signal willingness to communicate, a potential contact has been lost.It is also very important to be aware of dress, appearance and posture. A uniform for the stand personnel makes it easier for visitors to find assis-tance. It is often enough to have certain clothing accessories (tie, scarves) to make the stand personnel more easily recognizable. It goes without say-ing that name badges that are big enough to be read easily should be worn. Manning the StandSuccessful Participation in Trade Fairs77Conducting conversationsWhen visitors enter the stand, they must be allowed sufficient time to look around. The stand employee should notice what it is that interests them. At the same time, they can wait for a suitable moment for the ini-tial contact. When the visitor is being welcomed, members of staff should introduce themselves and offer comments on the relevant exhibit. Visitors known to the staff should be approached immediately and be greeted by name. During a conversation, excessive insistence is to be avoided at all costs. The ability to listen is what is required here. Motives, criticisms, intended applications, quality requirements and how quickly the decision to pur-chase must be made should all be found out by the use of relevant ques-tions. By enquiring about the level of professional competence and the decision-making power the visitor has within the company it is possible to find a basis for mutual understanding. If possible, the best reaction to objec-tions and superficial arguments is to be sensitive and reply with concrete solutions. At the end of the conversation, further contact should be arranged if possi-ble, e.g. an appointment for a visit, or sending a concrete quotation or tech-nical details. When the time comes to fill in the visitor record, all requests should be noted at once. Otherwise it is easy to forget something in the hectic atmosphere of a trade fair. Exact information for the follow-up work avoids the situation of the interested party being given contradictory infor-mation at the next meeting.78Stand organizationThe stand manager is responsible for the smooth running of the trade fair stand both externally for visitors and internally for staff. The stand man-ager must have a number of qualities and flair for dealing with people of greatly differing temperaments. The stand manager must: r have experience of trade fairs and exhibitionsr be able to make, and enjoy making, decisionsr have motivating and leadership qualitiesr have a talent for organization and improvisationr have a sense of responsibilityr have a smart appearancer be confidentr be articulater be willing to conduct discussions and negotiationsr have basic technical and commercial knowledger have a good memory for peopleA deputy to the stand manager should be appointed in good time (in the case of absence due to unforeseen circumstances).Organization of the trade fair standThe stand manager should be satisfied themselves well before the start of the trade fair that the whole stand will be built according to plan, that the furnishings, design and product captions are in order, that publicity mate-rial and catering are available and that all connections and equipment are in working order. Manning the StandStand manager‘s job descriptionto assume responsibility for the stand before the start of the eventto delegate specific tasks to individual employeesto provide and monitor duty rosters and attendance plansto welcome important visitorsto assist with customer discussionsto pass on important messages to the company head officeSuccessful Participation in Trade Fairs79On the evening before the trade fair, the stand personnel should receive their final instructions and the procedures at the stand should be explained:r introduction of the members of the team, including any outside per-sonnelr information about the trade fairr information about the aims at the trade fairr special events and occasions during the trade fairr explanation of important documentsr explanation of the visitor record formsr instructions on how to entertain customersr instructions for press agentsr planning of the duty rosterr code of behaviourThe duty roster establishes who is responsible for individual tasks, e.g. for making sure the brochure racks are full, for keeping the discussion booths or groups of chairs clean during the day, for the catering. It also determines a rota for breaks during the day.The daily discussion of the situation – in the morning or in the evening – serves to inform all members of staff about successes attained at the trade fair and about any special details for the following day (important visi-tors or events). It is also possible to discuss weaknesses in the procedure and find short term solutions. A similar process of criticizing the adopted approach is also to be recommended for the end of the trade fair.A well-organized and a well-managed trade fair team ensures:r that the trade fair stand is clean and tidy at all timesr that no bottle-necks occur with consumer goods and provisions (publicity material, catering)r that all technical facilities at the trade fair stand are fully functionalr that stand procedures and working hours are kept tor that the atmosphere at the trade fair stand is always friendly and relaxedr that the stand manager always knows exactly where employees are at any one timer that conversations with visitors are written down and analysed80HospitalityHospitality can be offered on even small trade fair stands. Alcoholic and soft drinks can be offered. As far as pastries and other snacks are con-cerned, the emphasis is on freshness and appetizing presentation. It will be remembered especially if the food or drink is linked to the firms place of origin, i.e. Franconian wine, white sausage from Munich or westpha-lian ham. There are firms employed in all exhibition centres which can supply the exhibitors with drinks etc.The hospitality on the stands is a characteristic of quality at German trade fairs. This quality depends not least of all on the tableware used. In order to create a good impression, reusable tableware is required. The trade fair restaurants have also been operating with reusable rather than disposable tableware for some time now. However, attention should be paid that as little tableware as possible is broken and that water and energy are used economically when washing up. In the context of a study commissioned by AUMA, reusable and disposable tableware was tested for its environ-mental compatibility. The results show that the following must be taken into account.The use of reusable tableware is justified, if the following is observed:r Avoid transporting the tableware long distancesr An adequate standard of hygiene is only reached with a dishwasherr Use an energy saving dishwasherr Use the dishwasher to its full capacityr Only use a phosphate and chlorine free detergentr No more than 20 % of the tableware may be brokenWhen using disposable tableware:r Use only compostable materialsr Organize a collection which is easy to manage, of pure materials and small in volumer Disposable tableware is only useful for modest hospitality needsManning the StandSuccessful Participation in Trade Fairs81Visitor recordsIn order to be able to carry out effective follow up work and make con-crete comments on the success of the trade fair, visitor records are essen-tial. Preprinted forms can help reduce the work involved and therefore the time required for the employee to fill them in. Enquiries can only be dealt with promptly if these report forms are filled in accurately. Experience shows that after a short running-in period, employ-ees find these forms are a valuable working tool. It must be established beforehand exactly which sorts of conversations are worth recording. As a general rule, the report forms are only filled in if the visitor has a serious interest in the product. Short pieces of detailed information which do not include an address can possibly be included in lists showing interest expressed according to prod-uct or subject group. These brief conversations can also give important information on the acceptance of the exhibits.Alternatively the electronic visitor registration can be examined as a pos-sibility. The address of the visitor will be recorded by scanning the visiting card or, if available, the Badges. These data can be supplemented at the computer directly by discussion. If the fair is past, then all contacts are already recorded. The necessary hardware can be rented and/or bought from the organizer or service provider.Trade fair and market informationThe employees working on the stand can also do some market research as well as looking after the stand. Information about the products, stand design and activities of competitors are useful starting points. Walking round the trade fair serves to motivate members of staff and give them some extra training. The publications available at the trade fair should also be evaluated: r trade fair cataloguer brochures about special eventsr lecture summariesr special editions of specialist magazinesr competitors brochures and publicity materialr organizers questionnaires82Manning the StandNotes on DiscussionTrade Fair/Exhibition2. Area of responsibility O BusinessmanagementO Purchase/AcquisitionO Manufacture/ProductionO Distribution/MarketingO Research/Development/DesignO Financial affairsO Administration/Organization O CompetitorsO Press - Advertising3. Branch of industry 4. Economic section O TradeO IndustryO DistributorO RetailerO ExporterOImporterO ConsultantO School/UniversityO AuthorityO Consumer5. Customer structur O New CustomerO CustomerO GermanyO EUO Rest of EuropeO USA/CanadaO Latin AmericaO AsiaO Australia and OceaniaLanguage of negotiationsLanguage of correspondence6. Remarks 8. Result Handed over to be sendO VisitcardO Prospekt/LeafletO PricelistO Sample7. Topic of discussion ProductTrendO positive O neutral O negativeComplaint9. Day Visit arrangedDateDiscussion leader Name Department10. Visit on the event's day 1 2 3 4 5 6 7 8 91. Address Name Company Address Country Fon Fax Mail Successful Participation in Trade Fairs83Cleaning and securityIt goes without saying that the stand should be kept clean at all times. The daily cleaning can be done by members of staff or one of the orga-nizers outside contractors can be employed to do it. In addition to this, the employee responsible should ensure that everything is clean and tidy during the day. Overflowing ashtrays, brochures lying around and stale biscuits quickly lead to people drawing the wrong conclusions about the exhibitors overall service.Security at the trade fair stand must be properly organized even during assembly and disassembly. Experience dictates that these times are chaotic and hectic; valuable exhibits should not therefore be left unattended. This also applies to the daily running of the stand. In particular in the case of trade fairs with large amounts of visitors, adequate security arrangements should be made for valuable exhibits. Trade fair halls usually have their own security arrangements at night. It is also possible to employ your own company security for stands with very valuable exhibits.Concluding businessDirectly after the trade fair has finished, there should be a concluding discussion for the benefit of members of staff. While things are fresh in everybodys minds, a whole range of small matters can be aired and their significance evaluated for the next trade fair. A written report can then contain recommendations for future presentations. The disassembly process can only begin after the event has officially ended. Visitors should not arrive on the last day to be greeted by the sight of a halfempty stand. An atmosphere of departure does not exactly make an interested visitor feel welcome. Time can be saved and stress avoided if the disassembly process and the transport have been organized well in advance.849. Advertising and public relationsWhen planning to take part in a trade fair it is essential to consider public-ity and advertising. As much thought must go into attracting visitors as to designing the stand.Advertising and press relations undertaken by the organizersA considerable part of the trade fair companies budget is devoted to adver-tizing for exhibitors and visitors. Brochures for international trade fairs are printed in all the relevant languages and sent out to the target groups in many different countries. Direct advertising can often be divided into stages in order to capture the potential visitors attention step by step. Announcements are placed in all the relevant trade journals, and often also in the daily press and magazines of more general appeal. The organiz-ers also make use of all other available means of advertising.Through their press relations work, the organiz-ers aim to gain as much media attention as pos-sible. During the run-up to the trade fair, the trade press in particular is supplied with information on what the trade fair has to offer, the innovations, the fringe events and individual topics. Just before the trade fair opens, television, radio and the local or financial sections of the daily press are invited to attend an information session.The organizers are only concerned with advertising for the trade fair or exhibition itself or for its main features, thereby ensuring that potential customers will attend. It is the responsibility of the individual exhibitors to ensure that visitors will make a point of visiting their stand. Exhibitors can take advantage of a whole range of advertising services offered to them by the organizers free of charge or at cost price. Often a download from the homepage of the organizer is possible.Advertising and Public RelationsPublic Relations by thetrade fair organizerPress workDirect advertising to exhibitors and visitorsAdvertising in specialist journals and public mediaPoster campaignsOnline advertisingTrade fair companies publicise the trade fair, not the individual exhibitorSuccessful Participation in Trade Fairs85If ordered well enough in advance, the above material can include the companies details r the companies name and full postal addressr details of the location of their stand at the trade fair andr possibly also the company logo.The organizers can arrange the printing. These advertising services offer the simplest means of attracting visitors but can, however, only inform potential visitors of the companies presence at the trade fair. They can contain no informa-tion about the company itself or its plans for the trade fair and must therefore be backed up by letters of invitation or invitation brochures.Attracting visitorsPromotional stickersPromotional stickers are an inexpensive way of bringing attention to the companies participation in the trade fair. Well before the trade fair takes place these stickers should be attached to all correspondence which goes out to the target group. When post is being sorted, the envelopes are often removed, so the sticker should be attached to the letter itself and not to the envelope. The stickers available from the organizers include not only the title date and logo of the trade fair but also the name and stand location of the exhibitor.InvitationsPersonal invitations to existing and potential customers create a very good impression. A number of options are available. The advertising material available from the organizers (brochures, free entry vouchers) can be sent out accompanied by a personal letter of invitation, including details of the location of the companies stand. This letter should arouse interest in the trade fair and should, if possible, be addressed personally, e.g. to Dr. John Smith, Company X rather than sim-ply Company X. The letter should also be addressed and signed personally. Advertising services offeredto the exhibitors by thetrade fair organizers:Distribution of press–releasesto trade journalsSetting copy for logos and standlocation plansVisitor brochures, postersPromotion stickers (for letters)Free–entry vouchersTrade fair calendars86These letters are all the more effective if signed by the person with whom the customer normally does business, i.e the sales person signs the letter to the buyer, the customer technical adviser signs the letter to the design engineer. The snappier the invitation the more effective it is likely to be. Visitors can be encouraged to visit the stand by sending them a postcard of the trade fair stand or good customers can be sent a snapshot taken at the previous trade fair. Multi-stage invitations, sent out bit by bit over a length of time, can also be used. Each part of the invitation contains an enclosure or a gift designed to attract the potential visitors attention. The companies list of existing and potential customers is used as a basis for these invitation drives. There are also companies which will sell lists of addresses of potential customers for one-off use. These lists are arranged both according to profession and to region. Invitations should reach potential visitors roughly three weeks before the trade fair is due to begin in order that they are left enough time to plan their visit thoroughly. The first part of a multi-stage invitation can be sent out up to two months in advance.Invitation brochuresIf the budget will allow it, exhibitors can have their own invitation bro-chures printed including all the relevant information:r the name, place, date and logo of the eventr the name of the company and the full postal addressr stand telephone numberr the general exhibition programme and individual themesr the exhibition mottor any special services available and events due to take place at the stand r the stand duty roster, so that customers know whom they can talk to and whenThe invitation can play on the theme of the existing advertising campaign which can also be repeated visually on the stand itself. Interesting aspects of the stand design or aspects of some of the events to take place there can also be included in the brochure.Pre-printed reply cards enable customers to make appointments at the stand, which will be kept no matter how busy the trade fair is. By following up the invitation with a phone call, appointments can also be arranged. That can take place in the Internet, by mail too.Advertising and Public RelationsSuccessful Participation in Trade Fairs87Free entry vouchersFree entry vouchers, available to exhibitors from the organizers, are partic-ularly highly regarded by visitors. The vouchers are sent out by the exhibi-tor accompanied by a suitable note and can then be exchanged at the trade fair for an entry ticket. The exhibitor is only charged for those vouchers which were actually used, and often at a reduced price.Gifts/RafflesIf the customer knows he will receive a gift, however small, he is more likely to make to make a point of visiting the stand. Gifts in several parts are particularly effective – one part is enclosed in the invitation and the rest can be collected at the stand, for example a game made up of several pieces. Gifts which form a collection to be built up each year are also effective. (The distribution of gifts should not interfere with the real work of the stand). Vouchers which can be exchanged for a gift or used to take part in a raffle or game are an equally good idea. Invitation drives and gifts should bear some relevance to the exhibition programme or to the company.Newspaper and magazine advertisingShortly before large trade fairs, regular or special editions of the trade press carry adver-tisements from exhibitors announcing that they will be taking part in the trade fair and giving details of the location of their stand. These details can also be integrated into the existing newspaper and magazine advertising campaign. From time to time such announce-ments can be found in the Situations Vacant section. Only those with a large advertising budget can afford to place announce-ments specially designed to invite visitors to the trade fair. Methods of attracting visitorsPromotional stickersInvitation with reply card by letter,fax, e–mailInvitation brochures, with replycard attachedTelephone callsFree–entry vouchersInvitation giftsRaffles and competitionsEntries and announcementsin catgaloguesMedia package (Internet, Exhibitordata base online, etc.)Entries in the visitor informationsystemOutdoor advertisingOnline advertising88Catalogue advertisingIn addition to the routine entry in the trade fair catalogue and the visitor information system, exhibitors can place advertisements or pay to have their company logo or trade mark included. Whereas visitor information systems only have any advertising value at the trade fair location itself, cat-alogues are kept for a long time afterwards and used for reference. Nearly all organizers have an electronic list of exhibitors in the internet.Outdoor advertisingIn some trade fair centres it is possible to put up posters on the fence or at certain locations within the centre. External advertising in the form of posters, poster stands or neon signs serves as a powerful reminder, either immediately outside the trade fair or inside. In the main, such exter-nal advertising reaches a large target audience, for instance at consumer goods trade fairs. It is also possible to make use of the advertising facilities in the town where the trade fair is being held. The organizers permission is required for the distribution of printed material (invitations, brochures, leaflets) in the trade fair or immediately outside, and there may be a charge for this.Advertising outside of the standExhibitors may also, in some cases, use the organizers mailing service to reach other exhibitors, e.g. with brochures, invitations etc. Entertainment at the trade fair standThe visitor should enjoy an exciting trade fair experience at the exhibition stand. Entertainment at the stand, e.g. chat-shows with VIPs, will attract visitors. This should not, however, degenerate into a general shambles or a show purely for its own sake. It should always bear some relevance to the product. A mime can be used, for example, to demonstrate the advantages of the product. This then becomes part of the trade fair programme and is included in the invitation brochure. However, even the most lavish events will be of no avail if the host and the stand personnel do not make the visitor feel welcome. Despite shows and entertainment, the real work of the trade fair must continue.Advertising and Public RelationsSuccessful Participation in Trade Fairs89Press relationsPress relations provide an effective and cost-effective way of increasing public awareness of the company, its products and its participation in the trade fair. It is however no substitute for other advertising methods. There is no guarantee that a press release will be printed unaltered, in full and complete with photograph, or indeed whether it will be printed at all. The content and style of an independently placed advertisement, on the other hand, is determined by the advertiser.Press releasesTrade fairs are designed above all to present innovations, improved products and applica-tion solutions. Trying to fob the press off with old news will only be to your detriment. The information that the company will be taking part in the trade fair is not in itself regarded as newsworthy. Writing press releases is not difficult as long as a few rules are observed.A press release should be a factual description of new products or techniques and should not give way to exaggerated and superfluous sales-talk. In order to attract the attention of the editor (and the reader) the heading should contain the main points:Who?When and where?What?How?Why?Who?The companies full name and address should appear in the text and not just on the back of the envelope. Press releaseInteresting newsInformation suiting editorialprogrammeEasy to understand, (positive),neutralWho, what, when, how, why?Short enough?Detailed enough?Meaningful?SenderApproval of customer and/or supplierEarliest release date?In good time (8 – 10 weeks in advance)Information material90When and where? The trade fairs full title, the date, place and stand location.What?An objective but positive description of the product, the achievement or the application solution. New technical details or unique features are to be particularly emphasized.How?How the product works, possible applications and target groups.Why?Why the product is of interest to the reader: innovations, further devel-opments, new areas of application, new import and export opportunities.The following points should be observed when drafting the press release:r include the date and the announcement press release at the topr include the main points in the heading, which should attract the read-ers attention (two or three possible headings can be given)r keep the text as short as possible, with the most important information at the beginning (editors usually start cutting at the end of the text) – a succintly– written A4 page is usually sufficientr obtain the consent of customers and suppliers in case their rights arer indicate clearly the address, including telephone number, fax number, mail address, the name of the member of staff responsible, the hall and stand number and the trade fair telephone numberr if the press release is going to the trade press, include a striking black and white photograph measuring 13 x 18 cm (the heading should be written on a label and attached to the back) or send as an electronic filer press releases should be sent to the monthly editions of the trade press at least eight to ten weeks before the publication date, sooner if possible Different media require different kinds of reports. Whereas the trade press is more interested in technical solutions, the daily press is more interested in the economic aspects of the product or its benefits for the customer or consumer. The local press in the companies home town publishes reports on its success at the trade fair, for example, or on important new contracts. Advertising and Public RelationsSuccessful Participation in Trade Fairs91Television requires products or subjects which lend themselves to visual presentation and which will also appeal to a large audience. Radio stations require someone who interviews well. In order to help exhibitors build up a press mailing list, many organizers offer a list of the important trade magazines. This basic list can be built upon using contacts made at the trade fair.Product reports for the pressAt nearly all trade fairs product reports for the press are produced. Exhibi-tors are given a form to be completed with a short and informative text on innovations and further developments. These texts can also be submitted and published in other languages. The organizers then edit the texts and distribute copies to the trade journalists. This is another case where com-pany histories and advertising texts are superfluous.Press kitsPress kits, set out ready at the stand, contain detailed information and background material, including a list of references and can be translated into different languages. Black and white 13 x 18 cm photos labelled on the back with a short description can also be included. After the trade fair, press kits are sent out to editors of those journals on the press mailing list who did not send representativesto the trade fair.Press relations at the trade fair standA press officer or a designated member of staff from the stand should be available to talk to journalists and should also be responsible for replenish-ing the stock of press kits and filling the press tray in the trade fairs own press office. All requests for further information made at the trade fair should be dealt with as quickly as possible. It is well worth informing the organizers press office of any special attrac-tions the stand has to offer or of any orders or joint ventures which were agreed upon at the trade fair so that the information may be passed on to the media. Journalists should also be invited to the trade fair well in advance. Contact can be consolidated after the event by sending journal-ists a letter of thanks, accompanied by the companies own review of the trade fair.92Press traysIn the trade fair press office are trays where any information for the press can be placed (there may be a charge for this). These are not meant for advertising brochures etc. but for concrete, factual information which will encourage journalists to visit the stand. The content is of prime impor-tance – lavish presentation of press kits is entirely unnecessary. Such information must include the location of the stand and the name of the member of staff responsible.The press conferenceParticipants in a press conference will expect new or interesting informa-tion. If the aim is merely to strengthen contacts with the press, then an informal discussion or a press reception is more suitable. Press appoint-ments should be arranged through the organizers, who will timetable these appointments to avoid any clashes. Rooms can be rented in the exhi-bition centre and the trade fair catering service will take care of refresh-ments. When planning a press conference the following points should be borne in mind:r the newsworthiness of the topicr speakers and representatives available for questionsr suitable date and timer invitations with reply card attached sent out in good time and follow up actionr room reserved and suitably equipped (desks, audiovisual aids, flip charts, display equipment)r prepared press kits with the names of the speakers (title, full name, position in the company)r short, comprehensible speechesr question and answer sessionr suitable refreshments, depending on the time of dayAdvertising and Public RelationsSuccessful Participation in Trade Fairs9310. Follow-upIn their trade fair plans, companies very often neglect the follow-up work; valuable contacts made during the trade fair are followed up either too late or not at all. Contacts made at the trade fair are only the very beginning in the process of building up a good business relationship. In many cases a prospective customer has to be approached several times before a business deal is concluded. A well-planned post-trade fair campaign is of great help in achieving the underlying aims of the trade fair. Right from the very beginning it should be decided how, how soon and by whom (sales, sales force, representa-tives) contacts made at the trade fair will subsequently be consolidated. The forms used to record details of contacts made at the trade fair are used as a basis for the follow-up campaign and for the work of monitoring the success of the trade fair.Analysis of visitor recordsThe trade fair company organizes a central analysis of the event in order to help individual exhibitors in the all-important monitoring of the success of the trade fair. The central analysis of the visitor record sheets can be organized to emphasize different aspects (t Ch. 4, Visitor and exhibitor surveys) Few exhibitors are able to say exactly how many and what sort of visi-tors they welcomed at their stand. Such information can often be obtained by looking at the exhibitors own report sheets, notes on discussions etc. (t Ch. 8, Visitor records / Ch. 3, Aims of the exhibitor regarding visitors)The content of discussions is analysed according to:r productsr areas of applicationr technical processesr new customer requestsThe subject and outcome of discussions can be classified as follows:r technicalr commercialr general information about the company94r further discussion requiredr discussion completedr submission of an offerr samplingr orders placed by existing/new customersThe work and the running of the stand can be analysed by looking at:r each day of the trade fair (possibly also units of time)r languages requiredBy using detailed analysis (cross-sectional analysis), it is possible to gain infor-mation on the number of contacts made during the trade fair according to sales areas and/or products, or product preference, divided into existing and potential customers. In so doing, the aims of the company should be borne in mind. By using the marketing mix it was possible to draw up a list of aims for exhibitors at a trade fair. In order to monitor the success of the participation in the trade fair it should therefore be considered to what extent these aims have been met (t Ch. 3, Aims of participation in trade fairs). The result can lead to a greater effort being made at the next trade fair or to a reconsideration of the aims of the company and/or its trade fair aims. If an electronic visitor registration system at the entrance to the trade fair is used, the analysis of data is made considerably easier. This kind of reg-istration system can be combined with a similar system at the stand itself using bar codes or magnetic cards. By comparing attendance figures with those of previous or similar trade fairs, trends can be distinguished and decisions on future trade fair participation influenced. By comparing the attendance figures for your own stand with those for the trade fair as a whole, it is easy to assess how the success of the stand relates to that of the other stands.Follow–upCompany AimsMedium-term company planningcommitted participation in a trade fairas part of the marketing mixCommunicationaimsPrice andconditions aimsDistributionaimsProductaimsParticipation aimsExcamination of AimsSuccessful Participation in Trade Fairs95Follow-up actionThe type of follow-up action adopted depends on the target group of the trade fair stand and the groups of people who were invited but did not come:CustomersPotential customersJournalistsThe reliability and speed with which poten-tial customers inquiries are dealt with and the way in which this is done will be regarded as a reflection of standards within the potential suppliers company. Once initial contact has been made, the capability and enthusiasm of the whole company should be demonstrated.In the case of existing or potential customers who attended the trade fair:r send a note of thanks for their visitr send any documents or quotations which were promisedr specific discussion of any points in the customer record formr arrange further appointmentsr designate members of staff or the sales force to consolidate the initial contactsIn the case of existing or potential customers who did not attend:r send information on the exhibition programme, innovations and new developmentsr make follow-up contact, by telephone or letterIn the case of journalists who did attend:r send a letter of thanks for their visitr send the companies review of the trade fair (including a photograph)In the case of journalists who did not attend:r send a complete press kitr send the companies review of the trade fairFollowing up the trade fairThanking important customersPrompt mailing of materialsDiscussions within your owncompanyFollow–up telephone callingProcessing inquiries, field services, sales office, representatives, dealersPrerequisite:meaningful discussion notes96Monitoring success and Trade Fair Benefit CheckThe assessment of a companies activities is a vital part of modern manage-ment. Trade fairs are an incomparable opportunity for obtaining feedback from target groups and for making direct market analysis. Since the trade fair takes place within a limited space and has a fixed duration, it is pos-sible to measure and monitor its success. It is useful to obtain a complete picture of the visitors to the stand, their aims and their product interests.Monitoring success should include the following:r the costs incurredr details of contracts, contacts and information obtainedr analysis of visitor recordsr stand visitors profile comparison: – with the intended target group – with those who attended previous trade fairs – with the organizers visitor analysis (checked by the FKM)r analysis of the exhibitors questionnaire provided by the organizersr consideration of the economic climate in the companies particular fieldr advertising and invitation driver assessment of the stand itself – size, location, designr the competence and degree of preparation of the stand personnelr the results of the stand personnels final assessment, including personal observations (e.g. the working atmosphere at the stand)r analysis of the performance of competitorsr press response to the companies participation in the trade fairThis monitoring of success serves as a basis for decisions on future trade fairs. By critically analysing each point it should be possible to eradicate any short comings in the organization. The results should be borne in mind when designing stands in future: anything unnecessary or seldom requested can be left out and anything which was missing can be added. The results also influence the choice of staff (technical, commercial, lan-guages required). Conclusions can also be drawn regarding the effectiveness of the adver-tising for the trade fair and the invitation drive. The number of invitations sent out is compared with the number of visitors who actually visited the stand as a result of the invitation drive. The same technique can be applied to visitors who came as a result of other advertising methods (announce-ments in the press, entries in catalogues).Follow–upSuccessful Participation in Trade Fairs97When making a benefit cost analysis it is necessary to look at the medium term. The purpose of a benefit cost analysis is to examine the efficiency of a particular investment decision (e.g. taking part in a trade fair). The success of such an analysis depends on, among other things, the extent to which the individual costs and benefits can be expressed quantitatively. With order trade fairs, success can be expressed in terms of orders taken. However, this type of cost-benefit analysis is only of use to companies which are not seeking any business after the trade fair. It is also impos-sible to take into account the additional benefits of the trade fair, such as spreading of information and gaining of recognition.A simple method of measuring success is to examine the amount of tech-nical information which was given out – this method does however have in-built in-accuracy. If order forms for such publications are given out instead, the analysis can be more accurate. Experience has shown that information material is often then requested long after the trade fair.Useful information regarding the number of sales staff on the stand in relation to the number of serious contacts made can only be compiled over several years or after several different trade fairs. Discussions with exist-ing or prospective customers can also serve as a basis for such assessment. The number of contacts made should compare favourably to the number of invitations sent out and the total number of visitors to the trade fair.By comparing the total cost of taking part in the trade fair with the num-ber of worthwhile discussions, a figure for the contact cost per visitor is arrived at. By conducting these analyses over a number of years or by concentrating the analysis on individual events, useful data concerning trade fair activities can be compiled. The cost of making contacts at the trade fair can then be compared with the cost of distributing information by means of announcements in the press, direct advertising or visits by representatives. Analysis of the contact costs does not however take into account the other benefits of the trade fair. It has advertising value, serves as a review of the companies market position and competitiveness and helps initiate coop-eration arrangements (see Ch. 3, Aims of participation in trade fairs, espe-cially “Trade Fair Benefit Check”). It is much harder to find a way of mea-suring success in these areas. Alternatively a company can ask itself how much these aims would otherwise have cost to achieve and whether these aims could have been achieved in any other way in the first place.98Trade fair benefit = costs of alternative marketing instrumentsThe basic idea is that the exhibitor should first clearly define which objec-tives they wish to achieve and on what scale and how they can measure their achievement. The benefit of quantitative objectives is defined in that the costs are established which the use of alternative marketing instru-ments would involve. For example, the very expensive sales force would have to be used more intensively if a company wanted to achieve a spe-cific number of contacts to new customers other than through a trade fair participation. The benefits thus calculated for the individual trade fair objectives are added together to produce the quantitative benefit of the trade fair participation.To supplement this, the exhibitor checks what the achievement of qualita-tive trade fair objectives is worth to him, for example, the presence at the trade fair as a central sector event. The value of such objectives is expressed as a percentage of total expenditures.Subsequently, within the context of the trade fair check, the costs of the participation are then integrated, taking into account the targeted benefits. The previous online trade fair cost calculator from AUMA is integrated into the new Trade Fair Benefit Check.Follow–upSuccessful Participation in Trade Fairs99100These costs are then compared with the complete benefits from quantita-tive and qualitative objectives.Tool for small and medium-sized companiesWith the Trade Fair Benefit Check both trade fairs already conducted and those that are being planned can be calculated and evaluated with rela-tively low expenditure. As a result, this instrument is also aimed especially at small and medium-sized companies. The Trade Fair Benefit Check should contribute to the consideration of the entire range of possible trade fair objectives and the formulation of concrete trade fair objectives as a prerequisite for effective monitoring of success.The AUMA Trade Fair Benefit Check is available for downloading free of charge at www.auma.de.Short informationSuccessful Participation in Trade Fairs10111. Short InformationOrganizations of the German Trade Fair and Exhibition IndustriesThe members of the Association of the German Trade Fair Industry, as the central association representing the trade fair and exhibition industries in Germany, consist of federations and organizations of exhibiting and visit-ing industries, together with the exhibition organizing companies.Its tasks include providing information and advice to all those interested in trade fairs in Germany and abroad, representing the interests of the trade fair and exhibition industries, marketing for the trade fair centre Germany, the creation of transparency in the trade fair market and the preparation of the official foreign trade fair programme. As information and as planning aids, AUMA publishes a wide range of publications, some of them in several language versions (see chapter on AUMA publications.) AUMA also provides individual advice on selecting the right trade fair.AUMAAusstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V. Littenstraße 910179 BerlinTelephone +49 30 24 000–0 info@auma.deTelefax +49 30 24 000–330 www.auma.deThe Special Association for Fairs and Exhibitions (FAMA) is an affilia-tion of fair and exhibition organizers, staging mainly regional exhibitions but also including a number of national events. The tasks of the associa-tion include collaboration in all questions concerning the specific trade or branch; cooperation with all authorities, institutes and associations involved in exhibitions together with the trade press; consultation and the compilation of experts reports on trade matters; promotion of all aspects of trade fairs and exhibitions; and the provision of basic and advanced train-ing in the specific trades and branches of industry.102FAMA – Fachverband Messen und Ausstellungen e.V.Gothaer Strasse 3409094 ErfurtTelephone +49 361 400-8000 info@fama.deTelefax +49 361 400-8008 www.fama.deThe FAMAB is the network of the specialists around fairs and marketing events. Both the strategically aligned agencies and enterprises are in the FAMAB at home, and the service provider aligned to realization.FAMAB Verband Direkte Wirtschaftskommunikation e.V.Berliner Strasse 2633378 Rheda-WiedenbrückTelephone +49 5242 94 54–0 info@famab.deTelefax +49 5242 94 54–10 www.famab.deThe Society for Voluntary Control of Trade Fair and Exhibition Statistics (FKM) presents statistical material which has been checked and collated according to uniform rules with reference to exhibition space, exhibi-tors and visitors, ensuring that truth and clarity prevail in all matters concerning trade fairs and exhibitions. Around 70 German trade fair and exhibition organizers are represented in FKM, which was founded in 1965. Reliable statistical material is available to trade fair users on nearly 300 trade fairs and exhibitions. AUMA is responsible for the management of FKM. The annual FKM Report is published in German and can be obtained free of charge from the FKM.FKMGesellschaft zur freiwilligen Kontrolle von Messe- und AusstellungszahlenLittenstrasse 910179 BerlinTelephone +49 30 2 40 00–0 info@fkm.deTelefax +49 30 2 40 00–340 www.fkm.deShort informationSuccessful Participation in Trade Fairs103The pool of German Trade Fair Organizations and Exhibition Cities includes the nine organizing companies in Dortmund, Essen, Friedrich-shafen, Hamburg, Karlsruhe, Offenbach, Pirmasens, Saarbrücken and Stuttgart. The pool was founded in 1952 and unites the member compa-nies with the aim of exchanging experience and dealing with common problems in the service of exhibitors and visitors.Interessengemeinschaft Deutscher Fachmessen und Ausstellungsstädte (IDFA)Postfach 072004007 LeipzigTelephone +49 341 6788-131 info@idfa-messen.deTelefax +49 341 6788-132 www.idfa-messen.deThe Union des Foires Internationales (UFI), with its headquarters in Paris, was founded in 1925. Its tasks is to promote trade fairs and exhibi-tions and in particular to encourage and promote unhindered interna-tional participation.The UFI-signet stands for a minimum of international importance of an event and therefore counts as a seal of quality. 552 member organizations belong to the UFI, with 866 international events recognized by the UFI. Germany has built up a large lead ahead of all other countries world-wide with 123 events officially recognized by the UFI.UFI – The Global Associationof the Exhibition Industry35 bis rue Jouffroy d‘Abbans75017 ParisTelephone (33) 1 42 67 99 12 info@ufi.orgTelefax (33) 1 42 27 19 29 www.ufinet.orgAssociation of the GermanTrade Fair IndustryLittenstr. 910179 Berlin · GermanyPhone: +49 (0) 30 24 000 - 0Fax: +49 (0) 30 24 000 - 330