Why professional press and offentlichkeitsabeit before, during, and after measurement is so important at present decisions for exhibitions are prepared in many companies in the coming year. “Not only that it for almost every business large trade events with the attribute must!” are; rather numerous companies seeking personal contact to the end user very deliberately by presenting themselves at selected public fairs. Who where not with a pure entrepreneurial parading”content can or wants to, which will deal quickly with cost-benefit considerations: stand rental, exhibition construction, transport, personnel and travel expenses are usually the largest calculation items, which are to roll over. Sometimes is thinking even fair-specific advertising in the form of a prospectus, or giveaway items. Are sales targets and pay, as well as business contacts by the participation front. Disenchantment, but usually quickly follows a such narrow approach because even marketing and sales professionals is clear that fair successes can be not so simple to calculate.
Rather a fair has always a significant contribution to the image and reputation of a company to pay, and this right in different directions: compared to existing and new customers, compared with the market and competitors, compared to the own employees and potential employees as well as not to forget to media, opinion leaders and multipliers! Communication mix and dramaturgy are important all this is done not by alone. And also not within a few days of the fair. Who wants to achieve a broad and sustainable, so a fair participation for optimum performance, which should at an early stage, i.e. already consult experienced PR professionals in the initial planning phase. Their clear mission is in keeping with the entrepreneurial self-image, as well as the objectives of fair use the wide-ranging possibilities of press and public relations a harmonious, individual Periods of time, coordinated communications strategy to develop different content and individual target groups and to implement.