Before the fair, you should think about what you want to achieve with your company. What is important to you? What goals are you pursuing that interest your target group ? And what "deficiency" do you eliminate by doing this?

A current topic in this area is, for example, climate neutrality. You can also obtain the vision for individual products.

Once you've figured that out, it's important to think about it further. What questions might your customer ask you? When do you want to implement your vision? Why haven't you implemented your vision yet?

In order to leave a solid impression, it is important that you and your team are prepared for such questions. This allows you to represent your vision, justify it and convince your target group that this is not just empty talk.

Your mission is very close to your vision. It's all about the central question "How do you want to achieve your vision, for example?".

So you have to show a way with which you want to implement your vision. This mission must be realistic and customers and employees must believe in its feasibility. So try to illustrate your mission as well as possible and make it tangible for them.

In addition, for you, customer benefit must be clearly above the goal of profit maximization. This creates a good customer relationship and thus results in long-term customer loyalty and thus the fulfillment of your economic interests. You have to build up this trust at the trade fair and convey to your target group that you represent an authentic, reputable company. See through your customers when you want to "tell" them something. The team that represents you and your company plays a major role here.

To define your business goals and thus the strategic orientation, you have to consider various factors. Economic as well as social and ecological factors play a role in the determination of goals. It is also worth dividing the goals into short, medium and long-term goals.

When it comes to your economic goals, you have to be clear about the yield you want to achieve, how you want to establish yourself in the market and what services you want to achieve.

You also have to think about how to deal with employees, your customers, business partners and service providers. The image of your company is influenced by the resulting social goals.

The ecological goals that you set yourself are also important for your image. You can definitely reach target groups with it. For you, this may contradict your economic goals at first glance, but you can only reach some target groups through appropriate measures.

You should use your business objective as the basis for defining your marketing goals. This will make you clear about the desired states and results. The orientation of your company is also decisive for your marketing. So you should know your target market, the intended customers, your company and the competition.

When you formulate your market goals, they should include content, alignment, deadlines and the degree of goal achievement. Also, you need to make sure you can control the attainment.

On the one hand, you can pursue economic and, on the other hand, psychological marketing goals. The economic marketing goals are usually linked to economic parameters such as profit. For psychological goals, popularity is paramount.

You then have to find the right tools to achieve your goals. Visiting a trade fair can be one instrument. Depending on the type of trade fair and your appearance at it, you can achieve different marketing goals. You should define exactly what these can be or what goals you are setting up for them. Also consider the verifiability here in order to be able to benefit from it for the future.

Your trade fair goals are subordinate to your marketing goals . With your trade fair goals you are helping to meet your marketing goals. The trade fair is an instrument with which you can achieve partial goals, for example. Psychological goals in particular can be easily achieved at a trade fair. With an individual, well thought-out exhibition stand, for example, you can reach a larger target group. If you later establish contact with trade fair visitors through further marketing measures, they will already have an impression of you and ideally a basis of trust on which you can build.

You can use various tools to do this, depending on the goals you have set. If you choose measures without coordinating them with your marketing or trade fair goals, you can miss them.

For example, if you want to address a target group that is very interested in ecological topics, you should consider this in your goals and thus on your booth. Your entire image, which you want to present through your marketing, must also be considered in your trade fair goals.

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