The planning phase is crucial to successful participation in a fair. A well-planned, creatively executed exhibition will generate results impacting far into the future.

Since exhibiting always requires an investment in time and money, you should make sure that you benefit as efficiently as possible by investing in the planning phase. Generally speaking, registration alone is insufficient. It also pays to attend to all phases of an exhibition project: the things you should do before, during and after the fair.

 
Exhibition planning tips

• Set a clear, concrete goal for your exhibition  
• Think about what you want to achieve at the fair
• What kind of exhibition approach/solution would be right for us?
• Think about the message you want to communicate to the fair's target group(s)
• How might you ensure your proactive participation?
• An exhibition marketing and communications plan will help you succeed
• At the planning stage, remember the selection and training of exhibition staff
• Think about how you will monitor the results (both long and short term)
• How can I benefit from the assistance and services offered by the exhibition organiser?

Exhibition goal

Your exhibition goal will guide the planning and execution of your exhibition marketing, and the evaluation of its results.

Define a clear goal from the very outset of the planning phase. Whether your goal be qualitative, quantitative or operational, the main thing is that it be measurable and, of course, realistic. Focus on what is relevant! Be careful not to set too many targets and thereby endanger your chances of achieving any.