Taking part in a digital trade fair is a key success factor for companies these days. But how can such an appearance really succeed? Consistent preparation, a well thought-out strategy and innovative digital tools are the key formula for success when it comes to organising your next digital trade fair profitably. Below you will find practical tips and examples from various industries on how you can optimally achieve your trade fair goals.
Digital trade fair - the strategic starting point
The planning of a digital trade fair is crucial to its subsequent success. Particularly in industry or the service sector, interested parties come to you with different expectations and levels of knowledge. A clear definition of your target groups and goals is essential. For example, if you want to generate a large number of new contacts, you should rely heavily on digital lead capture and targeted communication channels. This may be in contrast to product presentations, where interactivity and experience take centre stage.
A manufacturer of precision tools recently developed a digital concept with support that conveys the core message of „automated precision“ in an emotional way. Podcasts, landing pages and social media increased visibility in the long term.
BEST PRACTICE with a customer (name withheld due to NDA agreement): Targeted advance communication via newsletter and video tutorials made it possible to reach and qualify potential trade fair visitors in advance. The digital presence was supported and intensified during the event through active dialogue.
Digital trade fair - employees as key success factors
Personal contact remains crucial despite digitalisation. Stand personnel must provide visitors with competent information and explain technical aids such as augmented reality or interactive screens in a comprehensible way. An active approach simplifies the flow of information and creates trust.
In the B2B sector, well-trained employees with in-depth product knowledge and a friendly demeanour offer the greatest added value. They guide visitors through digital experiences without leaving them alone with technology.
A medium-sized company from the mechanical engineering sector reported that additional training for the trade fair team led directly to an increase in qualified leads. This enabled complex machines to be explained clearly and individual questions to be answered reliably.
The digital extension of the exhibition stand - added value through interactivity
Digital touchpoints and interactive offers increase attention at the trade fair. Mini-games, VR experiences and personalised product configurators actively engage visitors. This creates a lasting impression that lasts beyond the duration of the trade fair.
For example, an automotive supplier uses virtual reality to give customers the feeling of virtually testing a new vehicle model - an experience that generates immediate enthusiasm on site and can be replicated digitally.
BEST PRACTICE for a customer (name withheld due to NDA agreement): During a digital trade fair, a gamification module was used to present the product highlights in a playful way. Participants stayed longer at the stand and provided valuable feedback for further development.
QR codes that lead directly to explanatory product videos or supplementary white papers are also well received. In this way, the physical experience merges with in-depth digital information. The user can discover further content at their own pace and delve deeper into the information at their leisure.
Follow-up - The lasting value of a digital trade fair
Even after the trade fair, the work is not over. The use of big data and analytics tools makes it possible to evaluate the behaviour and interests of visitors and initiate targeted follow-up contacts. This digital follow-up increases the probability of turning trade fair contacts into real business deals.
A service company optimised its lead nurturing through individual follow-up emails and personalised video responses. The feedback shows that prospective customers feel that they are being listened to more and favour collaboration.
BEST PRACTICE with a customer (name withheld due to NDA agreement): Following the event, the attendee list was combined with internal CRM data to create customised offers. This led to a higher closing rate in the following months and an improved ROI.
My analysis
The formula for success for your next digital trade fair clearly lies in the combination of strategic preparation, personal support and innovative digital assistance. Companies should focus on both high-quality content and interactive experiences. It is important that technology supports people and does not replace them.
Digital trade fairs offer a wide range of opportunities to increase reach, deepen customer relationships and reach new target groups. With the right support and professional implementation, this approach can provide valuable impetus and make a lasting contribution to the company's success. iROI coaching provides targeted support in successfully realising these complex projects.
Further links from the text above:
Digital trade fair preparation: How to make a strong digital appearance
Digitalisation in trade fair construction: the silent revolution
Industrial trade fair of the future - how digital formats are successful
The B2B trade fair - far more than an analogue island
Digital interactions at trade fair stands
Successful trade fair appearance - 5 tips and tricks
5 success factors for a successful B2B trade fair
Success factors for virtual trade fairs
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