V. Trade Fair Participation
B. Exhibition Strategies and Styles

Diversification
Advisory oriented exhibition style.

The exhibitor’s task becomes much more difficult if he diversifies his sales activities. In this case, he cannot fall back on his experience either with known or established markets. Beyond this, he is looking for new customers.
Application-possibilities and advantages of the product should be presented and problem-awareness should be created. To achieve this, intensive consultation and contacts with experts are necessary.
Therefore an advisory-oriented exhibition style should be used. For consultancy it is important to have a quiet seating area. At the same time the presentation of products and brand has to be possible. One option is to divide the booth into two floors.