B2C: How to design your trade fair stand specifically for your target group

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 oder B2B, the trade fair stand must meet the different requirements of the audience in order to ultimately achieve the desired success.

Balancing advertising and information

One thing is very clear: the trade fair stand should make the company's offer known to the trade fair visitors. However, consumers and trade visitors have different needs. Among the multitude of possibilities, the consumer must first pay special attention to your offer, the expert is probably already very familiar with it. With a B2C trade fair stand, the advertising factor is more important, with the B2B variant more information. Trade visitors want to make business contacts, have in-depth discussions about cooperation opportunities and find partners. The end customer is more attracted by the attractive trade fair offer. However, that does not mean that the stand at a B2B trade fair has to be kept simple. The question of what the exhibitor ultimately wants to achieve with their appearance is decisive for the stand design.

Create spaces for encounters

A big difference between B2C and B2B trade fairs is the number of visitors. Even if organizers always like to boast about visitor records, in absolute terms the number of visitors at trade fairs is usually significantly lower than at consumer events. At the consumer fair, the exhibition stands are therefore more like sales areas - open, with easily accessible information and high capacities in order to offer space to as many people as possible at the same time. You should proceed differently at trade fairs: Here, separate retreats for personal discussions make sense. Since trade visitors like to take more time in their area of interest, the presentation of the services and products can also be more complex. Here, visitors are also impressed by the innovative technical possibilities of information technology.

Stay in the memory with the right giveaways

Give-aways are simply part of the trade fair appearance and, as an advertising medium, are a tried and tested means of being remembered. Here too, the distinction between B2C and B2B orientation is important and useful. Due to the large number of visitors who only stay at the stand for a short time, high-quality but inexpensive products should be selected in large quantities. Sports bags, pens, rain capes, balloons and the like are examples of this. At B2B trade fairs, where long-term business relationships are to be established, things can be a little more exclusive. Writing cases, high-quality pens, power banks or headphones are used in everyday business and keep you in good memories with your business friends.

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Viavend GmbH
Konrad-Adenauer-Platz 17a
40885 Ratingen, Germany

T +49 (0)2102 / 891 99 77
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