With all the digital options available, does taking part in a trade fair still make sense?

We believe in the 'Bricks & Clicks' principle, using virtual contact and live one-on-one contact to complement one another. Trade fairs (but also congresses and events) offer important benefits when it comes to perception. There is 'live' contact (no interfaces) between target group and the exhibitor and his products/services and people, whereby all the senses can be addressed.

Any more direct, more intensive and more interactive contact is inconceivable. The return on investment of face-to-face actions, though, can be enormous with integrated internet applications and modern mobile communication technologies. Gielissen is right up to date in this area and will be happy to advise you on the possibilities.

What's better: A trade fair presentation or a corporate event?

At a corporate event you come into contact with people you've invited yourself. That has advantages, because you can gear the event totally to those people and you get undivided attention.

On the other hand, you do not benefit from the momentum created by other people (fair organizers). The drawing power needs to be generated entirely by your own event. In an event of any scale, the quality of what's on offer is important so there are also budget consequences, and if people go home disappointed there's only one person to blame.

At a trade fair, the potential visitors group is probably bigger, so there's a great opportunity to extend your database. You can/must profile yourself versus the competition and your total market comes to life in compressed form and short & sharp. There is of course the risk of background noise and there are challenges in the area of being noticed and efficient communication, because for the visitors time is money.

Gielissen has plenty of experience in both media and can help you in weighing up the right decision.


What are the advantages of a roadshow?

With a roadshow you visit your target group really effectively. On its doorstep if necessary, so you're speaking to them at the moment you choose. In many cases you are rid of your competition, hence undivided attention.

Mention roadshows and people often think of trucks and trailers. But 'mobile presentations' is actually a better term. With trains and boats (both intercontinental and national) you can literally and figuratively go a long way. Sometimes it's better not to equip the trailer itself as a presentation space, but only to use it to transport the material, for example to a series of hotel shows.

Gielissen has ample experience in all forms of mobile presentations.


What does a stand cost?

That depends on a lot of factors such as surface area, height, desired quality, 'density' of build, quantity of the information to be communicated, systems like lighting, audio-visual aids...you name it.

Apart from that there are costs for rental of the hall space, travel and hotel costs, catering etc. Any re-use of stand material also influences the budget.

But we can say something about it. The rule of thumb is: for making and building stand material on average between €200 and €400 per square metre for a stand without an upper floor.

Gielissen also has solutions for lower budgets. Check out the possibilities.


Is there any correlation between the size of a stand and the return on investment?

In principle, no. But it is true that a small stand stuffed away in a corner is more likely to be overlooked than a mega-stand of 3 floors at a strategic location.

But a small stand properly executed, developed and used as a serious sales or market communication instrument can, in principle, achieve a very high return. An ROI of 1:6 is easily possible. Conversely, a large stand not taken seriously internally can 'do' disappointingly little. The keyword is 'ambition'.


Make or buy?

Few exhibitors have their own building facilities in house. So building, assembly and dismantling work will probably be left to a stand-building company. That makes sense too, because stand-building is a discipline all of its own; specific experience and knowhow is indispensable.

The situation can be different when it comes to design and project management. Some exhibitors employ their own designers or have a stand design developed by a firm of architects, an advertising agency, a specialized design agency or freelancers. Agencies can also be hired in for project management and coordination of a trade fair presence, and there are exhibitors with their own event management departments.

Outsourcing to a specialized full-service company like Gielissen has a number of interesting advantages. The client has merely one (but flexible) point of contact, gets one invoice if that's what's needed, deals with one planning regime and gets a concept that has been properly worked out and integrated from top to bottom, with for example leads handling etc. That often means budget advantages, but in any event a lot less headaches.


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