The thematic and implementation plan of training

Preparations of small and medium scale companies for

Better trade fair participation

  1. Marketing basics – clarification of marketing essentials (half an hour)
    • What is marketing nowadays?
    • Why do we need marketing?
    • Implications of a marketing plan and budget for the company
  2. Basic features of the trade fairs and exhibitions within marketing mix, its correlation to company management, complexity advantages (1 hour)
    • Why and when to choose exhibitions/trade fairs as marketing and communication tools (selection and decision taking criteria, types of events)?
  3. Decision taking – and its repercussions for the company (half an hour)
  4. Planning, organising and implementing tasks (4-5 hours)
    1. Before the show
      • to decide the target /strategy of participation (and relevant product selection)
        • new products
        • existing products
        • focus points
      • Elaboration of Budget – knowledge of cost factors
      • Approvals
      • Deadlines and elaboration of implementation and time plan
      • PR, advertising and press activity planning (previous campaigns, messages, invitations and contact management, acquisition campaign before the show, publicity during the show, information materials, stand inscriptions etc.)
    2. During the trade fair
      • On the spot organisation, implementation tasks
      • Launching the participation
      • Organisation of stand management, staffing, staff preparation and management
      • Stand supplies
      • Stand visitor management
      • Business contacts/negotiation management
      • Trade fair overview, competition research
      • Participation at simultaneously ongoing events (conferences, workshops)
      • Press relation management, press conference
      • Etc.        
    3. After the show
      • Follow-up – segmentation, feedback and reaction requirements, re-affirming trade fair contacts, management of business relations
      • Evaluation of participation – comparing results with initial targets
        • summing up contacts, business evaluation
        • evaluation of cost-benefit contexts
  5. Multimedia presentation (30 minutes)

2nd day:

  1. Situation games - small group work   (3-4 hours)
  2. Practical hints by an experienced SME exhibitor (half an hour)
  3. Available supporting mechanisms (half an hour)
    • at foreign participation
    • at domestic participation
  4. Questions, summing up, handing out of tutorials (one hour) 


The first day went from 9 a.m. to 5 p.m., the second day from 9 a.m. to 4 p.m.

Experience tells us that the number of participants of a seminar is best between 15 and 20.