Munich, 10/01 – 12/01/2020

optiCONSULTINGBEFORE THE SHOW...

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BEFORE THE SHOW…

STRATEGIC trade show planning

• Trade show objectives

• Budget planning

OPERATIVE trade show planning

• (Project) schedule

• Stand construction and equipment

• Visitor marketing

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NOTE:For further information

and tools, please use the

linked hexagons

STRATEGIC TRADE SHOW PLANNING

Trade show objectives

Before the planning of the actual trade show presence can begin, the objective must be

defined. Why do you take part? The objectives also have a strong influence on stand design.

Possible objectives:

• Sales: number of sales, expansion of customer base, tapping into new markets

• Contacts: number of contacts with new customers, maintaining contact with existing customers, VIP

visits, PR / media contacts, employee recruitment

• Research: competitor appearance, visitor analysis, trade fair trends

• Motivation: employee identification with your own brand

• Media: number of media reports

• Image: perception of the brand, company presentation, degree of awareness, sensory experience

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STRATEGIC TRADE SHOW PLANNING

Trade show objectives

SMART – criteria for trade fair participation objectives

• S pecific – objectives must be clearly defined

• M easurable – targets must be quantifiable

• A cceptable – targets must be attractive and accepted by recipients

• R ealistic – objectives must be achievable

• T ime-bound – clear scheduling for target achievement

Well-thought-out trade show objectives enable clear and consistent trade show communication,

a guideline for all fair activities, and assessment of success after the show.

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STRATEGIC TRADE SHOW PLANNING

Trade show objectives

When determining the trade show objectives, it is also

useful knowing the goals of the trade show visitors and

use this knowing for your plannings.

You will also learn more about the trade show visitor

in the Facts & Figures of opti 2019 –

visitors enthusiasm barometer.

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opti 2019:

FACT

FANTASTICopti 2019: visitor objectives

STRATEGIC TRADE SHOW PLANNING

Budget planning

6

39%

21%

20%

12%5%

3%

Stand construction and furnishings(assembly and disassembly, stand material, carpeting, furnitures, lighting, etc.)

Personnel and travel costs(hostesses, intepreters, assistancts, travel costs, hotel)

Base costs(stand rental, energy, water, parking tickets, additional exhibitor Ids, etc.)

Stand service und communication(telephone, fax, Internet, invitations, print material, catalogue, mailing, ads, etc.)

Other costs (e.g. training stand personnel, market research)

Transport (e.g. storage, insurance, customs) and removal

STRATEGIC TRADE SHOW PLANNING

Our optiPPP:

"TradeFairBenefitCheck" – effective and free of charge:

The AUMA [German Trade Fair and Exhibition Association] offers

support in strategic trade fair planning with its efficiency tool.

MEPLAN Trade Fair Budget Planner – professional and customisable:

With this tool, you have your trade fair costs under control – from the

stand space and stand architecture to electricity, water, and

stand security. Plan your trade fair budget quickly and reliably.

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TradeFairBenefit

Check

AUMA

Trade fair budget

planner

MEPLAN GmbH

OPERATIVE TRADE SHOW PLANNING

(Project) schedule

A project plan, including a list of all milestones, deadlines, and responsibilities

based on a realistic time schedule, is a very helpful instrument in trade show planning.

Simple variant:

Gantt chart in Excel

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OPERATIVE TRADE SHOW PLANNING

Our optiPPP:

AUMA checklist – free of charge and effective:

Checklist including the necessary contents of a project plan in the publi-

cation "Basic principles for successful trade fair participation", pp. 101–104

opti schedule 2020:

All milestones and important deadlines, from registration

until the start of opti 2020, at a glance

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Successful trade fair

participation

AUMAAssociation of German Trade Fairs

and Exhibitions

OPERATIVE TRADE SHOW PLANNING

Stand construction and equipment

As a rule, it makes sense to contact a maximum of 3 to 4 stand construction companies.

The brief for the construction partner should include the following:

• company introduction, corporate identity, strategy

• idea for the trade fair and brand presentation (explain the benefit for the visitor)

• presentation through other marketing channels (synergy effects through the same message & design)

• trade show objectives

• target group

• information on previous trade show participations

• challenge of trade show participation, requirements for the trade show stand

• time planning, budget

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OPERATIVE TRADE SHOW PLANNING

Stand construction and equipment

Creating an atmosphere, arousing curiosity, attracting attention, radiating competence.

Some ideas:

• The use of light e.g. self-luminous elements, long-distance effect through coloured lighting

• Use of moving images e.g. displays with short films, changing graphics on large surfaces

• Use of attractive graphics e.g. target group as motive, product in the natural application environment

• Use of eye-catchers e.g. show cases, special arrangement of products

• Use of special materials or sounds/fragrances

• Integration and activation of the visitor

• Optimization of the long-distance effect

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OPERATIVE TRADE SHOW PLANNING

Our optiPPP:

MEPLAN or Rappenglitz stand construction:

Steal the limelight with an exhibition stand by one of our

stand construction partners. Not only the budget and stand

size are key to success – a sensible concept is equally crucial.

MEPLAN stand configurator:

In just four simple steps, you can calculate the costs of your

trade stand online.

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Stand configurator

MEPLAN GmbH

OPERATIVE TRADE SHOW PLANNING

Our optiPPP:

Orders – Technology & Services:

After completing the planning of your trade show stand, you can make

preparations for optimal implementation.

The assembly and disassembly times, important notes, technical guidelines,

and all necessary technical order forms have been prepared for you in our

Online Service Centre (OSC)*.

Please note the order deadline: 18 November 2019

* The access data for the OSC will be sent to you by e-mail after approval

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Orders

Technology & Services

Online Service Centre

OPERATIVE TRADE SHOW PLANNING

Visitor marketing

Why is visitor marketing meaningful, or better yet: indispensable... 5 reasons:

•Every minute without visitor contact costs money

•The average duration of visitor stays decreases

•More and more visitors plan their trade show visit in advance

•USPs to stand out from the competition

•Relevant trade show visitors become stand visitors

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OPERATIVE TRADE SHOW PLANNING

Visitor marketing

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Social media

Invitations Advertisements

Press

releasesAnnouncement

on the website

Integration

into daily

communication

boost

YOUR

business

OPERATIVE TRADE SHOW PLANNINGVisitor marketing

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• Personalised (flawless!!!)

• Differentiation according to target

groups

• Multi-level planning, if necessary

• Selection of channels (post, email,

social media)

• Convenient time (public holidays,

take holiday periods into account)

• Coordination with other marketing

measures

• Benefit clearly recognizable

• Creative and high-quality

• Reply option

• Don't forget contact details

• Informative, no advertising content

• Place the key things at the

beginning

• Distribution to relevant editorial

offices

• Create press kit for trade show

(cover letter incl. contact data and

stand number, press releases, high-

quality photos, brochures)

InvitationsPress

releases

OPERATIVE TRADE SHOW PLANNINGVisitor marketing

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• Trade press

• Business publications

• Media of the trade show

organiser

• Advertising material from the

organiser

• Banner as e-mail footer

• Sticker for sending by mail

• List under dates/highlights

• Include pop-up

• Personalised banners from the

organiser

• Contact form for making an

appointment and requesting

vouchers

• Announcement via Facebook,

Twitter, LinkedIn, Instagram, etc.

• Integration of social media banners

from the organiser

Advertisements Announcement

on the website

Integration

into daily

communicationSocial media

OPERATIVE TRADE SHOW PLANNING

Our optiPPP:

All eyes on you:

Free banners & advertising material

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Invite customers:

Online ticket vouchers

Effective approach to visitors:

opti online catalogue

optiPRESENT:

advertisement opti-App

Munich, 10/01 – 12/01/2020

optiCONSULTING…DURING THE SHOW…

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