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Fair Mentor

Messebau Zimmermann GmbH

The first impression counts

The challenges that the employees meet at a fair are different from the all-day work activities. Within a really short time frame, they must establish as many new contacts as possible and inspire prospective customers and business partners by presenting the

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The booth and the concept behind

The conception and design of the booth is one main aspect of the preparation and an important factor for success. A stand can be mobile, modular or conventional. The design options are almost endless. Furthermore, exhibitors must decide whether to rent the booth or to buy it completely or in parts.

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Fair concept and brand activation

The concept of „brand-activation” arose for the first time around 2006 when new digital forms of communication came up and target groups got more and more split. These new forms of communication were used to incite people actively to buy a product or service and to share their experiences with other people via the new social media. The concept of brand-activation aims at the rational and in particular emotional bond between customers or prospective customers and the brand. This is done by creating common ideas or a

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Stand types

This stand is the most common type at fairs. On the left and right hand-side of your booth, there are direct neighbours. Fair organizers often call it “standard-booth”. But also for this stand type, you have a lot of design options.

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The choice of the right location at the fair

The right place of a stand is an important element that contributes to the success of your fair participation. At best, the stand should attract the attention of a huge quantity of people visiting the exhibition. The participation in a fair is above all for small and mid-size companies the first step into national and international markets. Therefore, fairs as marketing instrument and distribution platform get more and more important.

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Four hints for the right communication measures around a fair

This hint doesn’t only concern the external announcement of the participation but also the notice within the company among your colleagues. Tell your colleagues via the intranet or the notice-board when and where the fair participation takes place, which global concept for the participation is planned and which goals the company wants to achieve. You should also state regular

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Communication measures around the fair

To make the fair a success for a company, previously, during and after the fair, the suitable communication measures must be put in action. Setting up a stand, placing products and stuff and waiting for customers is not sufficient. The choice of the communication activities depends on the goals the company wants to achieve with the fair. If an exhibitor wants to consolidate the customer loyalty, entry vouchers can be forwarded. If customer acquisition with new products is important, advertisements in the media are more

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Fair participation – an important element of the marketing-mix

The basic idea of marketing is the consequent orientation of the company to the needs of market. Marketing is business thinking. Furthermore, marketing is a challenge and tries to foresee and to understand market changes to create competitive advantages. Another basic mission of marketing management is to identify possibilities to increase benefits of products and services and to pass on these improvements to the customers.

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The design of your stand

In general, the direct communication is the main interest at a fair. Therefore, when designing a stand, it is important to plan areas for conversations in a pleasant atmosphere. Furthermore, the exhibits that you choose and their staging with light, graphic arts, colours, different materials must draw the visitor’s attention. The so-called eye-catcher, that are exhibits normally located at the external areas of a booth, should be perceived already from further points of the exhibition hall. One main element and one of the first contact

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Is it worth it to participate in a fair?

Some companies certainly wonder if the investments of time and money for a participation in a fair is worthwhile. It is a fact that fairs, even in our digital era, are still important events in economic life. Nowhere else, a company can contact so many new customers and business partners within thus a short time.

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Fair conversations

The starting signal is given: the booth and the staff are ready; the visitors enter the halls and the first guests of your company wait at the reception. Now, the employees must act professionally to make the fair a success for the company.

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Planning the fair budget

The conception of the fair budget is one main element of the global fair concept. Detailed strategical reflections always stand at the beginning of the budget planning. Without a planned budget, you should not undertake any other activities related to the fair participation. At first, it is important to define your fair objective(s) and the basic conditions related to these objectives.

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How to make your fair participation a success

The participation in a fair means always to spend a lot of money, time and human resources for preparation, realisation and follow-up processing.  A fair need to be considered as a global strategical process and not only as a punctual event so that the benefit beats the investments you’ve done.

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Choosing the right trade fair

In order for a trade fair to be used correctly as a marketing instrument, it is very important to select the appropriate event in advance according to type, topic, region and target group. Germany as a trade fair location is very helpful for interested parties, as the differentiation is one of the most advanced. Trade fairs are classified according to their thematic focus as multi-sector trade fairs or specialist trade fairs.

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Booth staff – some hints to bear in mind

A well informed and briefed stand crew is an important factor for the success of a fair. Surveys show that 70% of the visitors are not addressed at all or not correctly addressed by the exhibitors. At least two months before a fair gets started, the booth staff should be determined. It is not significant whether the employees come directly from the company or are fair hostesses and hosts.

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Starting conversations

Even experienced employees from the sales department sometimes have difficulties to find an appropriate conversation-starter to address interested visitors in the right way. Addressing passing visitors directly and trying to awaken interest in the stand and the

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Messebau Zimmermann GmbH

Zschortauer Strasse 104
04129 Leipzig
Tel.: 0341 / 909868 0
Fax: 0341 / 909868 22
info@messebau-zimmermann.de