Fair participation – an important element of the marketing-mix

Messebau Zimmermann GmbH

The fair as instrument of marketing

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.

To achieve the company’s goals the management develops marketing strategies that are put into practice by using marketing instruments. These instruments are: product policy, price policy, communication policy and distribution policy.

The fair as marketing instrument has been an effective element of marketing already for a long time. But also this type of event is submitted to changes due to the digital evolution. Fairs have changed from big sales events to events focussed on communication and information aiming at the personal relation between customer and company.

Today, fairs are events stimulating all human senses. Furthermore, a fair is still the perfect place to compare prices and performances, to analyse competitors, to get into new markets and collect and pass information. At a fair, a company can realise activities to achieve goals in product, price, communication and distribution policy.


Fairs and market changes

One big advantage of fairs is the fact that they normally take place according to the common intervals of innovation of the different business branches. At fairs, a company can present itself and its products at the right moment and to the defined target groups by creating a personal relation between company and customers. Furthermore, exhibitors can observe types, variations, directions and speed of market changes in a concentrated form.

By presenting a product or service at a fair ,a company can convey direct and concise impressions to the visitors. Presentations on internet, newspapers, TV, radio or other media always remain more abstract.

The dialogue between exhibitor and customer is the main element of fairs. Products and services can be presented individually and according to the special needs of your interlocutor. These personal conversations are the most effective instrument to support purchase decisions.

Hence, fairs are, more than ever, an important and highly effective instrument of marketing.

We are happy to advise you – your exhibition construction team from Leipzig.

Do you have questions or need support for your next trade fair stand? I will be happy to advise you.
Yours Gabriele Krannich
(Project Manager)

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