V. Trade Fair Participation
E. Follow-up Measures

The successful appearance at a trade show is a very useful opportunity to practice public relations: If there is a successful completion of a contract this is very often published to show the importance of the company, the quality of the products and the acceptance of the customers. Press releases have to be prepared and meeting with media representatives should be organized.

• Not all customers have visited the trade show. It will improve the relationship with those clients if they are informed about the importance and success of the trade show. Direct mailings, but also specially prepared brochures might help to develop a unique selling proposition. If the company uses customer newspapers these are excellent ways to inform ones clients. Well informed and prepared sales staff might support this initiative during personal contacts.