All experts where asked on their personal opinion concerning the current trade fair stand. Most data was used in order thoroughly create recommendations as presented prior in this document. As some of the inputs can not be considered crucial, they are presented here as other considerations for an overall successful trade fair appearance.
It is recommended to provide a sustainable stand. This means the material used should be recyclable. The recycling of the material does not only safe costs but also helps to maintain a good public image. This is also represents Mammuts brand value of responsibility. By doing so, Mammut should let the visitor know about it. The information should presented somewhere on the stand, ideally combined with more …show more content…
However, I would prefer a more open, emotional way to present Mammut as a brand. The investigations done for this IBT let me recognise the advantages of a closed stand design. However, I would search for new, innovative ways to create a closed design that appears still open and inviting. I personally like the approach of using material as it is found in nature. In my opinion this also fits perfectly to Mammut’s brand values. My suggestions: Be creative, be innovative, create something new, something special that makes you stand out from …show more content…
Important industry benchmarks are constituting the average size and costs of a trade fair appearance, the share of the stand hire as part of the overall costs, the perceived importance within the marketing-mix and their share as part of the overall marketing budget. The conducted analysis presented the results as follows. The average size of a trade fair stand is 37.5 square meters and the overall appearance at one trade fair costs 32’000 Euros. Thereby, the costs of the stand hire accounts to one fifth of the overall costs. When it comes to B2B-Communication, german companies consider after their own web site trade fairs are the most important instrument of the marketing mix. Therefore, they spend around 44 percent of their overall marketing budget on trade fairs. The six major goals of companies when exhibiting on trade fairs are the increase in brand awareness, customer retention, the generation of new leads and thereby the acquisition of new customers, the presentation of new products and services, relationship building and image building. As part of the analysis, various success factors were recognised. Six of the success factors were identified as critical. A company needs to define clear, measurable goals and afterwards evaluate their success. They further need to provide good communication at any
It is recommended to provide a sustainable stand. This means the material used should be recyclable. The recycling of the material does not only safe costs but also helps to maintain a good public image. This is also represents Mammuts brand value of responsibility. By doing so, Mammut should let the visitor know about it. The information should presented somewhere on the stand, ideally combined with more …show more content…
However, I would prefer a more open, emotional way to present Mammut as a brand. The investigations done for this IBT let me recognise the advantages of a closed stand design. However, I would search for new, innovative ways to create a closed design that appears still open and inviting. I personally like the approach of using material as it is found in nature. In my opinion this also fits perfectly to Mammut’s brand values. My suggestions: Be creative, be innovative, create something new, something special that makes you stand out from …show more content…
Important industry benchmarks are constituting the average size and costs of a trade fair appearance, the share of the stand hire as part of the overall costs, the perceived importance within the marketing-mix and their share as part of the overall marketing budget. The conducted analysis presented the results as follows. The average size of a trade fair stand is 37.5 square meters and the overall appearance at one trade fair costs 32’000 Euros. Thereby, the costs of the stand hire accounts to one fifth of the overall costs. When it comes to B2B-Communication, german companies consider after their own web site trade fairs are the most important instrument of the marketing mix. Therefore, they spend around 44 percent of their overall marketing budget on trade fairs. The six major goals of companies when exhibiting on trade fairs are the increase in brand awareness, customer retention, the generation of new leads and thereby the acquisition of new customers, the presentation of new products and services, relationship building and image building. As part of the analysis, various success factors were recognised. Six of the success factors were identified as critical. A company needs to define clear, measurable goals and afterwards evaluate their success. They further need to provide good communication at any