V. Trade Fair Participation
B. Exhibition Strategies and Styles

Product development
Product oriented exhibition style.

The product development strategy emphases the selling of new products to acquired customers. The product has to be presented with its application possibilities. This leads to a product-oriented exhibition style. Besides sales promotion (samples, coupons and giveaways), special shows of the organizer, special events at the exhibition hall, and direct mailing are strong marketing techniques, which help to give the product special emphasis.
While planning the booth concept, it is important to make sure that the personnel have enough space for product display and usage.

Market development
Contact oriented exhibition style

If the strategy is to open new markets, the exhibitor has to gain new customers for its products. Product, company, and brand have to be introduced at the same time. This means that the exhibitor has to make sure that his trade fair presentation is comprehensive as well as catchy. New contacts and open communication have to be given special emphasis.

Therefore, a contact-oriented exhibition style should be preferred. The booth should be created in an open style, in order to invite customers to the booth. The simultaneous promotions - advertising of the exhibitor (e.g. hand-outs), announcement advertising (in trade fair journals or daily newspapers), and outdoor advertising (like transportation or advertising-banners), along with sales promotion (price competition, lottery, giveaways) - are important steps to reach the target groups.