Rapid economic growth in China has led to the increasing importance of the trade fair industry. The Middle Kingdom is now THE place for trade fairs in Asia. Companies regularly take advantage of trade fairs to showcase the company and their brand or brands. Product developments are pushed ahead at full speed in the run-up to leading trade fairs in the industry, and prototypes are ready only shortly before the trade fair. Even if the design for the trade fair booth or stand is approved relatively early, things are often quite busy right up to the deadline. A data sheet, brochure, or display stand is still often needed at the last minute. Or it is time to quickly add the new information to the trade fair organiser’s system so that it can be presented online. Then there are the many language versions. And there is so much more to do and finish.
In order for the brand to present itself properly in three-dimensional space and to be experienced in a playful way, a good concept for the stand (booth) and a corresponding brand identity are required. We at our branding and marketing agency start our work early on so as to provide the right guidelines for stand construction and design.
- What are the objectives of the trade fair? Think measurability and success control.
- Who do we want to reach and get to know there? Think customer lifecycle.
- What should the visitors to our stand experience? Think customer experience.
When there are concrete answers to these three key questions, trade fair planning is already much more efficient and targeted. It is also easier to focus on important products and statements. It is easier to manage trade fair advertising and invitations. It is easier to get the team at the stand and all sales staff in tune with the trade fair objectives and core messages. It is easier to do trade fair market research. It is easier to measure the success of the trade fair and to derive actions to follow up on after the trade fair.
Trade fair conceptual design and stand design, trade fair planning, coordination and agreement with the exhibition stand constructor, integrated marketing communication having to do with the trade fair, promotions at the stand, videos (film) and animation, post-processing, and evaluation … we support all these activities holistically and in the sense of the brand. Our multilingual team provides comprehensive and competent support on site and helps you to coordinate all processes efficiently – in German, Chinese and English if required. Unexpected situations or problems can always occur. Especially in China, clients are often faced with challenges regarding short-term regulatory changes or sudden adjustments to the exhibition stand. Talk to us before your next exhibition so that nothing is left to chance – whether it’s a large leading trade fair, regional sales fair, in-house exhibition at a large company, university fairs, or recruiting days. The principle for all these exhibitions is essentially the same after all.