Trade fairs make measurable. The potential of trade fair appearances is underestimated, and therefore remains unutilized, by many companies. Of course, the main focus of a trade fair is to generate successful business, concurrently however, trade fairs allow – like no other strategic instrument – a targeted advancement of brands and companies: The regular trade fair appearance becomes a milestone, through which the condition and status of a brand is shown relentlessly, and its status becomes measurable.
In his contribution, Reinhard Binder reflects upon the potential of trade fair appearances in the context of strategic brand management.
Messen machen messbar.
Reinhard Binder in: Galleria, Kundenmagazin Messe Frankfurt, Oktober 2005
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