V. Trade Fair Participation
B. Exhibition Strategies and Styles

Market penetration
Customer oriented exhibition style.

Penetration of the market means that the exhibitor tries to boost sales with the help of established products. To this end, old consumers must be motivated to generate higher sales, while new consumers must be convinced for first time purchases. As the application of the products is widely known, attention should be drawn to customer care and relations. In this case, a strong customer-oriented exhibition style is beneficial. Discussion areas where the personnel can talk to the customers are necessary. Advertising in the catalogue, on site maps, in professional journals as well as events at the booth (e.g. customer evenings) are important marketing techniques.