You think trade fair marketing is just a simple stand at a trade fair?
Far from it!
At KESCH, we show you how to transform your trade fair marketing into a unique brand experience event. Immerse yourself in the world in which your brand becomes the main actor.
Trade fair marketing is your opportunity to tell your brand’s story and turn it into an unforgettable experience for visitors.
Table of contents:
- What is trade fair marketing and why is it (still) indispensable?
- The importance of trade fair marketing for your branding
- How do you do trade fair marketing right?
- The KESCH experience: trade fair marketing in a class of its own
- FAQ on trade fair marketing
What is trade fair marketing and why is it (still) indispensable?
Trade fair marketing is the art of putting your brand in the limelight at trade fairs alongside x number of other stands. This is about much more than just exhibiting products. It’s your chance to tell a story through the design of your trade fair stands, to create your own brand world that touches your visitors and lets them experience your brand promise up close. An emotional brand experience that they won’t forget and that will stay in their minds forever!
Do you think trade fair marketing is “yesterday’s news”? Don’t be fooled! A creative and well-thought-out trade fair concept can bring your brand to the fore and make it stand out from the competition. It is an essential component of a holistic marketing strategy that combines live experiences with digital innovations. Because Live is Life!
In our increasingly digital world, where the metaverse and virtual realities are becoming more and more important, you might think that live events will soon no longer be in demand. But we don’t think that will happen.
Nothing beats the feeling of being at a live event. The enthusiasm and energy of the people around you, the shared cheering and the excitement that you can almost feel – no VR glasses or TV broadcast can offer that.
The importance of trade fair marketing for your branding
Trade fair marketing is far more than just a presentation of your products; it is a powerful tool to anchor your brand in the minds of your target group. Through creatively designed trade fair stands and interactive experiences, you create brand experience worlds that touch people emotionally and leave lasting impressions.
This allows you to build a deeper connection between your brand and your audience. In a world where customers are looking for authentic brand experiences, trade fair marketing offers the opportunity to not only showcase your brand, but to bring it to life.
Stories told at the exhibition stand give your brand a personality and an emotional depth that goes beyond traditional advertising measures. Interactive demos, VR experiences or live performances turn your brand into a world that visitors can immerse themselves in and experience with all their senses. This strengthens brand loyalty and increases brand loyalty.
How do you do trade fair marketing right?
Successful trade fair marketing starts with an innovative event design that aims to translate your brand identity into a visual and interactive experience. It is important to see the trade fair stand not just as an exhibition space, but as a stage on which your brand is brought to life.
Elements such as color schemes, lighting, multimedia displays and themed decorations should be chosen to reflect your brand’s core messages and values. The integration of technologies such as augmented reality and touchscreen interactions can also help to create an immersive brand experience.
Staff also play a decisive role: trained employees who understand the brand values and communicate them authentically are essential for success. Ultimately, it is the synergy between design, technology and people that makes for successful trade fair marketing. Your goal should be to create a space that not only informs, but also inspires and invites visitors to become part of your brand story.
The KESCH experience: trade fair marketing in a class of its own
Stand out from the competition and attract more trade fair visitors! Unique stand design and creative presentations put your expertise in the spotlight.
At KESCH, we focus on your brand. We support you in creating unforgettable brand experiences that leave a lasting impression. We are your partners from the initial idea to the stunning realization. Your success is our mission.
Our exhibition stands are impressive, increase brand visibility and serve as dynamic meeting points for the exchange of ideas and brand communication. Work with us to design a stand that not only informs, but also arouses emotions and opens up new possibilities. Trade fair stands offer many advantages: Brand experience, customer loyalty, lead generation and direct interaction.
FAQs on trade fair marketing
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What is trade fair marketing?
Trade fair marketing comprises the strategic planning and implementation of marketing activities at trade fairs. It’s about introducing your brand and products to a specific audience, building networks and making direct contact with potential customers and partners. Effective trade fair marketing combines creative stand design, lively product presentations and interactive experiences that leave a lasting impression and achieve business goals.
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What is a trade fair?
A trade fair is an organized event where companies from specific industries come together to present their products and services, make new business contacts and find out about industry trends. Trade fairs can be both industry-specific and cross-industry and offer a platform for networking, sales and knowledge exchange.
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What are the aims of a trade fair?
The objectives of a trade fair vary depending on the company and industry, but generally include increasing brand awareness, generating leads and sales opportunities, establishing and maintaining business relationships, and gathering market research and competitive information. For many companies, a trade fair is also an opportunity to launch new products and receive direct feedback from customers and partners.
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Why is it called a trade fair?
The german term for trade fairs (“Messe”) comes from the Latin “missa”, which originally meant an assembly or a market. In the Middle Ages, fairs in Europe developed into major trade events where merchants from different regions came together to trade goods. This tradition of coming together and exchanging ideas is still central to modern trade fairs.
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What is a trade fair concept?
A trade fair concept is a detailed plan that defines how a company presents its brand and products at a trade fair. It includes aspects such as stand design, target group approach, forms of presentation, marketing materials and activities for visitor interaction. A good trade fair concept reflects the brand identity and strategic goals of the company and aims to effectively attract and retain the attention of the target audience.
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What kind of trade fairs are there?
There are various types of trade fairs that differ according to industry, target group and purpose. These include industry-specific trade fairs, such as automotive, technology or fashion fairs, which are aimed at trade visitors. Then there are cross-industry trade fairs that appeal to a wider audience. A distinction is also made between B2B trade fairs, which focus on business relationships, and B2C trade fairs, which are aimed directly at end consumers. Each type of trade fair has its own special features and strategic focus.