Your Way to a Successful Trade Show

On Tuesday, 28 June 2016, GHM Gesellschaft für Handwerksmessen would like to invite all exhibitors to a training day in Munich. This one day “Trade show preparation” workshop is intended to give participants tips and ideas as to how they can make their presence at opti a success…

The main focus will be on questions and challenges that companies face before, during, and after the trade show. All registered exhibitors may sign up by 14 June on to book their spot. Places are limited. The participation fee will be paid for by the organisers of the trade fair.

The earlier the better

For the first time ever, training sessions will be held seven months prior to the trade show. This means that you will have enough time to make changes to your own preparations for the trade show, to your implementation and to your follow-up of the event. At the end of the day, every single exhibitor at opti, regardless of whether they are attending for the very first time or whether they are a market leader with years of experience in trade shows, has the same aim: Making those three days at opti count. This is why you should not leave anything to chance. For this very reason, an expert on trade shows will be preparing participants for the event on 28 June between 10:00 am and 05:00 pm from what to do before the trade show begins, how to arrange your stand, how to market your brand to visitors or PR, to what to do during the trade show, such as briefing your representatives and lead management and finally how to control your success after the trade show.

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This year’s “Trade show preparation” workshop is a continuation and new edition of the successful initiative offered last year. A lot of companies participate in this initiative to make their trade show a success. Thomas Kolb, project manager at Eschenbach GmbH, was among the participants in 2015. For him, it was “an interesting exchange of experiences with industry professionals. What was special was the explanations and the opportunity for participants to have their questions answered. In addition, we are given lots of useful tips and new approaches that help make both our trade show and the follow-up of it a sucess.”

Verena Benz, marketing manager at emmerich exklusivbrillen GmbH, came to the workshop in Munich with a clear idea of what she wanted to ask and what she wanted from the workshop. “At opti 2016, we were facing multiple challenges: a new bigger stand, presentations of two subsidiaries at the same stand and live presentations of our shop window event. The exchange of ideas with seasoned trade show experts, GHM, and the industry as a whole was a creative and result-oriented tool.”

Birgit Funke, corporate communications manager fairs & events at Rodenstock GmbH, adds, “In the discussion with other participants, so many issues were addressed. These were issues any one of us would face sooner or later – This is where it becomes clear just how much participants can benefit from this direct exchange with each other and how we can learn from each other’s previous experience with trade shows. Lots of exciting ideas were born as a result of group work on visitor management. This was complimented by best practice examples courtesy of GHM. At the end of the day, our presence at opti makes for one big exciting project every year. It involves a lot of planning and coordination for everything to be just perfect. ”

The workshop to be held on 28 June will be complimented by a series of webinars with a live moderator. These webinars focus on a range of different topics (June/September). Professional coaching by phone is also available (October).

The main target groups of these webinars are businesses abroad or those in locations that are not within easy reach of Munich. In these online training sessions, each starting at 10:00 am, the content of the workshops will be presented on an online meeting platform. In this virtual meeting room, participants can ask the moderator questions by using the chat function. Participants can choose from five modules, each of which lasts 30 minutes. Modules are available in German and English. The topics are as follows: Trade show planning (8 June), Design and layout of your stand (15 June), Visitor marketing (22 June), Behaviour and communication at the stand (15 September) and Trade show follow-up and success evaluation (22 September).

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Exhibitors at opti 2017 will also have the option to book individual phone consultations this year. These 30-minute consultations are an opportunity to discuss any topic you want or to ask additional questions regarding anything that may be relevant to your company specifically. The consultations to be held in October will be available in German, English and Italian.

To book these three training sessions, exhibitors are asked to visit to sign up. Participation in workshops, webinars as well as phone consultations are paid for by the organiser, GHM Gesellschaft für Handwerkmessen mbH.