fairconcept GmbH

Kobellstraße 3, 80337 München, Germany

fairconcept is a specialized consulting agency for trade fair positioning and strategic trade fair communication. The company supports exhibitors, trade fair organizers, associations, and organizers of joint stands in clearly defining and making their trade fair appearances more effective. The focus is on the question of why the right visitors should visit a particular booth, what message they should understand there, and what action should follow.

For exhibitors, fairconcept develops a strategic foundation before stand construction, graphic design, staffing, catering, invitations, or other services are commissioned. This includes defining specific trade fair objectives, analyzing the market and company role, selecting relevant products and target groups, and developing a compelling sales pitch. Based on this, clear specifications are created for stand builders, agencies, trainers, logistics providers, and other service providers.

Another key focus is on connecting all touchpoints. Invitations, social media, pre-show communication, the trade fair booth, on-site conversations, lead management, and follow-up processes should all follow a common logic. If needed, fairconcept also supports projects during implementation, reviews priorities, evaluates external offers, and ensures that the strategic direction is not diluted under time pressure.

For trade fair organizers, fairconcept offers formats for exhibitor activation and customer retention. Associations, chambers of commerce, ministries, and joint stand organizers receive support in the strategic development of their members and exhibitors. The services are aimed particularly at companies from industry and technology that want to plan their trade fair participation not only in a representative manner, but also in a targeted and measurable way.

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