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TRADE FAIR ( draft)

Checklist trade fair participation

An organization participates in a trade fair to present itself, to get in touch with the target group and to do business.

The organization can present various things there, such as the various products and services, the brand or, for example, launch a new product.

Communication is crucial to achieving the goal.

Communication is no longer about participation in the trade fair in a narrow sense. For example, the organization is already active on the internet, including through its own website and social media. The trade fair participation is integrated as an event, with updates, or for example a live stream.

In the past, there was a lot of attention for “new”, “utility” and “quality”. Nowadays it is important to also make clear what the organization and its people stand for. For example “green” and “fair.”

The organization therefore already pays a lot of attention to communication. The presentation at the trade fair should therefore connect seamlessly with this. It is therefore recommended that the same people be in charge of that part. In addition to the usual trade fair participation plan, a subsequent media plan is worth considering.

Participation in the trade fair can be more than just having a stand. The trade fair is often busy and hectic. One option is to give a presentation or demonstration in a quiet, separate room. It can be freely accessible, but also only for invited guests. The latter can give invitees the feeling that they are special guests.

A trade fair is about standing out. So try to give all visitors the feeling that they are “special” and that they are experiencing something special. This certainly applies to our own customers.


Determine the objectives of the presence

An organization participates in a fair to present itself, to get in touch with the target group and to do business.

Possible objectives

Direct sale of goods and/or services

Direct customer contact

– Strengthen contact with existing customers

– Acquire new customers


– Announce organization

– Make product and/or service known

– Strengthen brand experience

– Publicity


– Provide information

– Getting information

– Strengthen reach via the internet:

   – Website of the organization

   – Social media

Set up project organization

Trade fair participation is a complex process and therefore requires a project organisation. This must have a connection with persons who have decision-making powers and who can allocate (financial) resources.

Points of attention

Set project group

Determining objectives for exhibition participation

Determine target groups

Determining the products and/or services to be presented

Prepare budget

Designing, starting and supervising a project

Create planning, scenario and checklist

Internal communications

Planning and script

The schedule indicates what needs to be done, when and by whom. If there are many sub-tasks and details, it is advisable to also make a scenario in which this is described in detail.

Points of attention

Organize organization

Prepare and approve budget

Arranging trade fair participation

Promotion in advance

Printing and merchandise

Stand – physical

Stand – organization

Briefing and instructions in advance and on site




Prepare and approve budget

The budget is necessary to estimate the costs, to control the expenditure and to be accountable afterwards.

Points of attention

Registration fee



Printing and merchandise


Stand (rental/purchase)

– Stand

– Design

– Exploitation




Arranging trade fair participation

Participation in the fair must be arranged in good time. This not only concerns the registration, but also the approval of the stand by the fair organization.

Points of attention

Arrange internal approval

To enrol

– Determine location and area

– Reservation

– Have the stand layout approved by the fair organisation

– Insurance

Promotion in advance

Participation in the fair must be announced internally and externally in advance. This is not only intended to publicize it, but it is advertising in itself. If possible, it is recommended to approach customers and relations personally.

Points of attention

Internal communications

Advertisements in trade magazines, the fair catalog etc.

Press release

Messages on your own website and in social media

Newsletter to existing customers

Invite customers and relations

– Fair cards

– Approach customers personally

Printing and merchandise

Printed matter and merchandise can attract visitors, but they are also a tangible reminder that can lead to reactions afterwards. Appearance is therefore important, but so are practical matters such as contact details.

Points of attention

Make an inventory of available usable material

Determine need for additional material





Documentation folders

– NB press



Goody bags

Stand – physical

The stand (and the place) is crucial and must have the right appearance.

Points of attention

Arranging a stand (renting, buying…)

Stand design

Drawing floor plan layout

Contact with stand builder

Contact with carrier


Construction of the stand

Furnishing stand

– Background with name / logo organization, attention grabbers (panels.


– Upholstery

– Facilities for standing, sitting, tables, counter, storage, kitchen

– Decoration

Technical equipment

– Relief

– Image

– Sound

– Electricity

– Water

– Wi-Fi

– Computer with internet connection, tablets, flat screen, beamer

– Multimedia presentation (company movie…)

– Chargers

– Catering facilities

Breaking down the stand

Transport and storage

Stand – organization

The stand must be built up and function properly. The staffing is crucial. The people are the business representatives and should therefore be well briefed and supported.

Points of attention


Travel and accommodation staff

– Parking

– Hotel

– Meals

Dress code, badges

Staff for setting up and breaking down stand

Staff for manning the stand

– Representatives with product knowledge, knowledge of existing customers, sales

Rotation schedule, breaks


Briefing and Instructions in advance and on site


The nature of the fair and the participants


– Division of tasks

– Contact points

– Time planning

Equipment and facilities stand

Reception and communication with the customer

– Train the elevator pitch: how do you quickly tell who you are and what you have to offer.

– List of invitees

– Registration of visitors and conversation notes (for aftersales)

– List of relevant addresses, telephone numbers…

Handling questions and incidents


The exhibition day itself is often hectic and should therefore be well prepared. In addition to the stand itself, trade fair promotions (demonstration, discounts, etc.) and presentations elsewhere in the trade fair can also be considered.

Points of attention

Control of the stand, technical facilities, tools, printed matter….

Control presence of personnel

Checking connections (telephone)


Exploring the fair (competition, opportunities…)

Exhibition promotions

Organize own presentation, demonstration

Photographic report of the day


In addition to practical matters such as breaking down the stand, there is also managing the results and personal attention.

Points of attention

Clean up, transport and storage

Collect received orders, appointments, tickets, etc. and arrange their handling

Thanks and gifts for staff, speakers, etc.


First of all, the evaluation concerns business accountability. Were the goals achieved within budget? In addition, there is the discussion about the progress, about what went well, what could be improved, identified opportunities, experiences.

Points of attention

Have the objectives been achieved?

Budget and actual costs.

Sales, orders


– Number of visitors

– Existing customers

– New customers

– Potential new customers (leads)

– Number of information requests

Amount of publicity

– Traffic on your own website

– Links to your own website

– Reports in the press, radio, television

– mentions in social media

The course of participation

– Experiences

– What went well

– What can be done better

– Identified opportunities and threats

Follow up

   – Handling information requests

   – Handling contacts