Trade fairs are a key marketing instrument, but many businesses attend them simply because everyone
else does – without any strategic concept. Crucial to success at a trade fair is an analysis of your competition,
a trade fair concept including a booth, and subsequent gauging of how successful the event has been.

All that needs time, preparation, ideas, organisation and discipline. When it comes to trade fairs, the preparation never really ceases – when one finishes, the next one is already in sight.