In the age of digital media, the trade fair as a marketing instrument has not lost any of its importance. On the contrary, trade fairs are currently celebrating a true comeback, especially in combination with new communication technologies. A study by AUMA - the Association of the German Trade Fair Industry shows for example, how strongly companies rely on this marketing instrument: 500 of the companies surveyed spend an average of 47 percent of their marketing budget on trade fairs. Around eight of these events are on the agenda of the interviewees over a period of two years.

Similar to online marketing, it is important at trade fairs to define the target groups precisely - and of course to focus on individuality in order to stand out from the crowd. Whether a multi-industry trade fair, trade fair, congress, conference or promotion event - all these events are becoming more and more target group-specific. Not only professional, but also tailor-made presentations are expected from the visitors.

Precise planning

"The decisive success factor here is a careful and above all contemporary trade fair planning," says Markus Winter, CEO of the digitisation specialist Oroox. In order to reduce planning effort, costs and, above all, resources within the company, digital planning is an ideal solution. Simple solutions from Oroox offer exhibitors the opportunity to design their stands online. Various offers and add-ons can be booked as part of an online commerce solution. "The customer receives an unusual service, where the desires of the customer are converted punctually" , summarizes Markus winter.

More information to exhibition design: https://oroox.com/en/solution/by-example/exhibition-stand-designer