V.
Trade Fair Participation
A. Selection Criteria
Trade shows are useful for many company strategies: e.g. launching new products, opening new markets, improving many customer relationships. Each potential exhibitor has to select the right show for each purpose. Therefore he should use as information sources as possible. The better the information concerning a show's quantity and quality, the better the chance for a successful participation. Based on this information the exhibition manager has to define criteria and objectives for the company’s trade fair participation.47)
The following criteria are relevant:
- Types of trade fairs available for the product segment
- Relevance of the trade fair for the market
- Client target group
- Competition
- Costs
- Quality of the trade fair organizer
- Basic conditions
 |
 |
 |
 |