Trade fairs and events

Trade fairs and events continue to be very important in B2B markets. In addition to the performance show, they enable, from our point of view as a branding agency, like no other format, personal contact, interaction, but also a brand experience and the comprehension of products and ideas.

In close contact with customers. And employees.

Despite digitalization and modern forms of presentation in virtual spaces, trade shows and events still have a high status for international B2B companies in today’s business world. They serve as outstanding platforms for staging brands and creating lasting brand experiences. As a B2B branding agency, we see that industrial companies rely on B2B branding to build compelling brand identities that go far beyond mere product presentation.

Modern B2B branding approaches

Brand staging at trade exhibitions and events goes beyond the traditional concept. Today, it’s about engaging customers and partners in an immersive experience that appeals to their senses and builds emotional connections. The trade show design and experience becomes a real highlight that builds brand trust and fosters customer loyalty. At the same time, it also influences employee retention by making employees proud to be part of a brand that has a strong presence at trade shows and events.

Product developments are driven forward at full speed in the run-up to leading industry trade shows, with prototypes often not ready until shortly before the show. Even if the trade show design is approved reasonably early, it usually runs short by the deadline. To ensure that the brand is properly presented in three-dimensional space and can be experienced in a playful way, a good stand concept and a corresponding brand presence are needed. In order to be able to give the right specifications for trade fair construction and stand design here, the work in the branding agency starts earlier.

Extended objectives and success control of exhibitions and events

The objectives of trade fairs and events have evolved. They are no longer just for product presentation, but also for cultivating relationships, gaining market feedback and identifying trends and business opportunities. Success monitoring goes beyond the mere number of contacts made. It includes qualitative factors such as the intensity of interactions, the interest generated and the integration of visitors into the brand experience. Every trade fair and every event starts with the following questions:

  • What are the trade fair goals/event objectives? Keyword measurability and success control.
  • Who do we want to reach and get to know there? Keyword customer lifecycle.
  • What should the stand visitor/event visitor experience? Keyword customer experience.

If there are concrete answers to these three key questions, planning is already much more efficient and targeted. It is also easier to focus on important products and messages. It is easier to manage the advertising and invitations for the trade fair or event. It is easier to align the stand team and sales team with the trade fair objectives and key messages. It is easier to carry out trade fair market research. It is easier to measure the success of the trade fair and derive actions for the trade fair follow-up.

Trade fair conception and stand design, trade fair planning, integrated marketing communication around the trade fair, stand campaigns, film and animation, follow-up and evaluation – at the branding agency, we accompany all these disciplines holistically and in the interests of the brand. So that nothing is left to chance – regardless of whether it’s a major leading trade fair, a regional sales fair, an in-house exhibition for a large company, a university fair or a recruiting day. The principle is essentially the same.

As a B2B branding agency, we apply this approach, the objectives and the measurability to every event.

Through targeted brand staging at exhibitions and events, international B2B companies not only strengthen customer relationships, but also the loyalty of their employees to the corporate brand.

Our Special: Exhibitions in China

With over 3,000 events every year, the People’s Republic of China is the most important trade fair venue in Asia. The majority of trade fairs on topics such as industry and technology take place in Shanghai. The National Exhibition & Convention Center (NECC) is not only one of the largest exhibition centers in Asia, it is also home to a high concentration of German trade fair organizers and trade fairs with a focus on international exhibitors and visitors. Our on-site trade fair services in China include a wide range of services:

  • Trade fair evaluation: visiting trade fairs and evaluating their quality and relevance
  • Trade fair observation: Visiting trade fair appearances of different exhibitors (competition, target customers, upstream/downstream stages) and obtaining a wide range of information such as contact details, photos/videos and product information
  • Trade fair design: Concept and creation of the stand design in accordance with the corporate design specifications, with intercultural adaptation if necessary
  • Trade fair coordination: coordination and project management between stand builder, trade fair organizer and exhibitor
  • Trade fair implementation: Planning, organization and complete implementation of small to medium-sized trade fair appearances with sales talks and product presentations

In the age of digitalization, trade fairs and events are the living heartbeat of a brand – they give it the rhythm of personal encounters and create experiences that no website can ever replace.

Modern B2B branding approaches

In an increasingly digitalized world, one may question the relevance of physical events. But trade shows and events still offer unique opportunities. They enable face-to-face encounters that are difficult to replicate online and differentiate companies from competitors. The future of these events lies in cleverly combining physical and virtual elements to appeal to a broader target audience.

In summary, from our perspective as a B2B branding agency, the importance of trade shows and events for international B2B companies remains unwavering. They create unique opportunities for brand showcasing, strengthen bonds with customers and employees, provide space for relationship building, and allow for multi-layered measurement of success. In an age dominated by technology, personal relationships and individual experiences retain their inestimable value. That is why trade shows and events will continue to play a central role in the B2B brand strategy of international companies in the future.


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