Good communication with customers is very important. It has a significant impact on how satisfied the customer is with you and your service.

There are endless possibilities for communication. For example, you can write personally addressed letters, email newsletters, or be present on social media. Depending on your target group, there are forms of communication that are promising or generate little response. This depends, among other things, on the media that your target group consumes and on which level you communicate with them. It is therefore important to clarify who your target group is. Based on this, you can discuss which media you use to reach your target group best, how large your target group is, whether you want to communicate with them on a personal level or whether you want to address a broad mass.

Defining your audience should be one of your first steps if you want to market your business or product . Actually, you should already consider this step during development.

If your business or product is aimed at a specific target group, you can design it accordingly and thus sell better.

There are different ways to find your target audience . You can look at what socio-demographic characteristics it fulfills. So what age group, what gender and what level of education your product should appeal to. You can also determine an audience based on their behavior. This could mean, for example, that you only want to attract new customers. But you can also differentiate long-term customers. Another possibility is to use psychographic features. It can help you to know what hobbies your target audience pursues, what their spending is, what their values and needs are. 

As already explained, media orientation is also relevant. You can get this information, for example, through interviews or analyzes on online platforms.

It is important that you think about what expectations the visitors have when they come to your stand. You have to meet or even exceed these. That's why it's important, when planning, to take the visitor 's perspective and ask yourself what impression you would get. Does your impression match the image you want to create or do you need to rethink your concept ?

In order to maintain a good image, it is important that former customers also think positively of you. As a result, you need to think about what their last impression of you was and why they are no longer among your customers. In order not to lose new customers through negative feedback from former customers, you have to make a positive impression not only on them, but also on former customers. If you know why you lost those customers, you might even be able to win them back. So don't lose sight of them and don't underestimate their influence.

Put yourself in the position of the stand visitors . How do you present your company and your products. Can you convey the feeling and impression you want to achieve? Add your marketing goals to this. Think about the measures you will use to achieve your goals . You should adapt the design of the booth to your image.

In order to bring your company closer to the visitor, it is important that you can present it as briefly and concisely as possible. The essential content and goals must remain in the mind of the visitor for a long time. Not only information contributes to this, the overall impression is decisive. Think about how you can pick up your target group and create a basis of trust. Make your visitors feel like you understand them and can meet their needs. Depending on how you define your target group, you have to choose the appropriate marketing methods.

The first impression counts! Especially at a trade fair. The bigger the trade show, the more booths visitors will see, and the more important it is that you stand out with your first impression. By standing out from the crowd, you attract visitors to your stand. If you have done this, the most difficult step is done. You made a positive impression.

In order to achieve this, it is important to know your target group and to think of something special that will attract their attention.

Due to the flood of information that floods visitors when they visit a trade fair , you can sometimes achieve more with less. You can not only use visual impressions, try to appeal to all senses. Maybe your stand stands out from the crowd because of the smell of delicious food, you have special furniture or something unexpected to offer. There are no limits to your creativity.

The classic promotional gift that visitors receive at a trade fair is a pen with a company logo. Companies want to stay in the minds of customers by subconsciously seeing the logo when they write. However, this no longer leaves a lasting impression, as it is very predictable and nothing special anymore. In order to leave a lasting impression, you have to give your customers a special gift that they often use to stay in their memory.

Some companies even prepare bags with a variety of small gifts. Another possibility you can use is, for example, competitions with gifts of different sizes.

Think carefully about which form of reminder suits your target group and whether the cost is reasonable.

It is important to think about what you want to communicate at the fair. You have to think about what the key information is that you want to convey to the visitors. In addition to what is said, how it is said is also important. Think about how to communicate. Among other things, you have to think about whether you want to create a personal level by using the first name of the visitor or by choosing the serious form and your customers using the first name.

The posture, gestures and clothing of your team are also part of the communication. So think about what you are saying with these. Ideally, you will develop a concept for this. Educate your team to make the desired impression. You can write a guide for these as a guide and practice different situations with them.

You should adapt the form of communication at the exhibition stand to the other communication of your company. In order to maintain communication even after the trade fair, you can, for example, receive contact details and registrations for a newsletter via a competition. But you can also present your social media via QR codes. If this does not correspond to your target group, you should consider how you can alternatively establish communication with them and maintain them in the long term.

Different communication situations can occur during a trade fair, depending on the type of trade fair and target group. 

These include, for example:

- one-on-one
- Group talk
- Business talk
- sales pitch
- Product presentation
- Expert talk
- Sales pitch
- Critical confrontation

Think carefully about which communication situations can arise or you are aiming for and prepare your team and the infrastructure at your stand accordingly.

To make your team's work on the booth easier and to ensure that the correct and important information is conveyed, you should consider possible questions from visitors. You should also prepare your trade fair team for various interview situations. Logging notes can be useful for this.

With a trade fair follow-up , you use the contacts you made or strengthened during the trade fair. By making contact again after the trade fair, you increase the likelihood of staying in the customers' minds. Before the trade fair, think about how you want to design it and what suits your target group. Think of a strategy to get the contact details of your customers and to be able to use this for this purpose. In your follow-up to the trade fair, you should summarize the most important information and say thank you for visiting your stand.

In order to inform your customers about your presence at the trade fair and to lure them to your stand, you have to inform them about it. You can communicate this, for example, in the form of letters, e-mails or via your newsletter. For example, if you want to present new products or want to use a trade fair for communication, this is essential. It therefore depends on the aim of the trade fair whether and with which medium you inform your customers.

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