There are actually marketers holding exhibitions and trade fairs for the dinosaurs of the communications industry. Even though the meteor has, in fact, already hit Earth, not everyone has heard the bang yet. It is just a matter of time before the (trade fair) dinosaurs go extinct...

Surely, online marketing is much better… or not?

But wait: just because some formats are not doing well, it does not mean the entire genre of live communication at exhibitions and fairs is dead.

When you experience the annual hype over the latest Apple or Samsung live presentations, it becomes clear that there is another way. Particularly in digital times, people want to be able to

touch products,
experience solutions,
and share their enthusiasm for them with others.

If you organise congresses and business events, then commercial exhibitions are sure to be an important source of income for you. At some congresses, exhibitors generate just as much revenue as the visitors, which is a good reason to invest some thought in how to turn the accompanying exhibitions from cash cows into attractions. Here are some of our tips for you.