Exhibitions are under pressure. Budgets are being scrutinised more closely, results must be demonstrable, and alternatives such as in-house events are gaining ground. In discussions with marketing and events teams across Europe, we see the same questions coming up: do trade fairs still work for us? Do we still need exhibitions if we organise our own events as well? And how can we still stand out amongst all those other exhibition stands?
1. “Do exhibition stands still work?”
Exhibitions take up time and money, yet the return on investment (ROI) is not always clear. At the same time, personal contact remains hugely valuable, particularly in a market that is becoming increasingly digital.
Maaike explains: “The question isn’t just whether a trade fair stand still works, but above all when it’s the right choice.
A trade fair delivers real value only if it aligns with your target audience, your objectives and the role that face-to-face communication plays within your brand strategy.’”
Things to look at:
- Check whether your target audience is actually attending the trade fair.
- Determine the role that live communication plays within your brand strategy and set clear objectives.
- Turn this into a clear briefing for your stand builder.
- Think in advance about how you can make the results measurable.
An exhibition stand is therefore not an end goal in itself, but a means that only gets a return if it is used strategically.
2. “Do we still need trade shows if we’re already organising our own events?”
More and more brands are organising their own events, such as roadshows, client events or experience centres. “This gives you much greater control over the brand experience, timing, content and target audience. That is precisely why the question is being asked more and more often: what value does a trade fair still offer?”
So that’s a fair question. “But a trade fair can offer something that’s harder to organise on your own: access to new contacts, insight into market developments and visibility within a broader context.”
Things to look at:
- Consider which formats deliver the best results for your target audience and brand strategy.
- See what unique value an exhibition adds compared to your own events, such as making new contacts or spotting brand trends.
- Use insights from previous events to make more informed decisions.
- Make sure every investment contributes to your long-term goals.
- It’s best to choose a partner who can offer a broader perspective than just the exhibition stand. This will allow you to tailor the use of various forms of live communication to your brand strategy in the best possible way.
Trade fairs and in-house events do not have to be mutually exclusive. In fact, they can complement each other, provided you have a clear understanding of the role each plays within your brand strategy.
3. “How do I meet the higher expectations of exhibition visitors?”
Exhibition visitors are bombarded with a huge amount of information. As a result, an attractive exhibition stand alone is no longer enough. “Brands need to be relevant in terms of content and, in a short space of time, make it clear what your brand has to offer and why that is of interest to them,” says Maaike.
Things to look at:
- Focus on one clear core message that reinforces your brand story.
- Include interactive or tactile elements, but only if they genuinely contribute to your objective.
- Make sure that the layout and visitor experience fit in logically with the story you want to tell.
- The higher visitors’ expectations are, the more important it becomes to make careful choices. It’s no longer about showing everything, but about being more selective.
4. “A regular stand builder or a fresh perspective?”
A regular stand builder knows your brand, is familiar with what has been done before, and can therefore take a lot of the work off your hands. That brings peace of mind. At the same time, it’s worth asking yourself whether that familiar approach still fits with where your brand is today.
Maaike says: “A long-standing partnership need not stand in the way of innovation, as long as you keep a critical eye on things. Just because something worked last year doesn’t automatically mean it’s still the best choice. It’s precisely a fresh perspective that can help us spot new opportunities in terms of concept, routing or brand experience.”
Guidelines for choosing an exhibition stand builder:
- Write down in advance where you want to grow, innovate or refine your positioning.
- Discuss with your stand builder where there is scope for a new angle.
- Ask yourself whether the concept, layout and user experience still align with your current brand strategy and target audience.
- A trusted partnership is valuable, but it should never become routine. It is precisely by taking a fresh, critical look every now and then that you keep your trade fair strategy relevant.
The core insight: Strategy determines success
The answers to the above questions vary from organisation to organisation, but the underlying principle remains the same: an event only really works if you consciously decide why you’re doing it, what you want to achieve, and how you’ll translate that into a relevant brand experience.
That’s why brands are increasingly opting for a partner that can do more than just build an exhibition stand. Under the name Succesmakers, Tausch helps brands create a range of brand experiences and develop a complete live communications strategy.
With our experience in exhibition stands, experience centres, roadshows, office environments and live events, we ensure that every touchpoint contributes to the same brand experience and strategic objectives. This way, you turn every investment into a stronger whole.
