V. Integrated Exhibition Marketing
B. Specific Marketing Aspects

Trade fair communication activities

• An advertising campaign41) can be used to announce a company’s trade show participation and to invite special target groups.
  Direct marketing has to be regarded as a corresponding tool to motivate customers to visit the trade show.
   
• Trade fair - Public Relations.42) Depending on the company’s significance different public relations instruments can be used: Press conference, press kits, press interviews. These tools help to announce the company’s participation, to promote new products and to improve the firm’s image.
   
• Marketing events43) can be used as additional attractions. They are realized either at the booth or can be organized outside the exhibition area. Marketing events help to produce emotions and support the efficiency of the use of the other tools.
   
• Personal selling.44) Trade shows are a special tool to build up relations and to have personal contacts to actual or prospective customers. The chances to practise customer relation management at the trade fair are excellent.
   
• Co-operation for communication.45) The organizer’s and exhibitor’s interests are equal concerning the promotion of visitors. The more quality visitors there are at the trade show the better for both parties. Therefore organizers offer different material which can be used by the exhibitor: E.g. brochures, leaflets, area plans, free entry tickets.