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Trade fairs are among the oldest events in the world. Already in the Middle Ages they brought people from different countries together. This basic concept has been preserved to this day and yet it is subject to constant change. Today, trade fair locations must have a variety of technical and logistical qualities. The industry is changing and is looking for the concepts of the future - away from the traditional exhibition towards a trade fair experience with added value and a club feeling.
Presenting your own services in an ideal way and offering customers the opportunity to try them out - companies can do this at trade fairs, but it is even better in their own showroom. Car dealerships offer the best example of this form of product presentation: only a few models are exhibited here as illustrative objects in order to give the customer an insight into the product selection and brand world. The actual sales process takes place independently of this and is individually adapted to the customer. Especially when trade fairs are canceled or not all trade fairs are to be used, showrooms form an important bridge in the informative customer approach.
Trade fairs offer the ideal environment to acquire new customers, strengthen existing customer relationships, present the latest products and services and strengthen your own image. The prerequisite for this is a trade fair appearance that appeals to the public and conveys your own values and messages perfectly. The following steps lead unerringly to trade fair success...
The exhibition stand is the company's business card and represents its own portfolio. When planning, however, one fundamental question should be asked first: is the trade fair and a specialist event or a consumer event. Because depending on whether it is B2C or B2B, the trade fair stand must meet the different requirements of the audience in order to ultimately achieve the desired success...
In order to achieve the best possible effect with your own trade fair presence, companies should see it as an experience for visitors. The decisive factor is the good feeling that stays with the trade fair visitor after the event...
Sustainability and resource conservation are megatrends of our time and are always present in public perception. There is also great potential in trade fair construction to make trade fair appearances more sustainable...
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