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The preparation of a fair is something that has to be very well controlled. Attending a congress can open up our communication channels directly with our public, it is also a test on our professionalism, any loose end or “live” problem that comes up can be very harmful for the image of our company.

When should we prepare the fair that we want to attend? The preparation of the fair starts when we decide which fairs we want to attend. We have to plan this decision with a good strategy so that we can achieve our optimum and profitable aims.

In the last few years there have been many national and international fairs, Which ones do we attend? We do not have to attend every fair in our sector.  By not attending a fair does not mean that you are not in the market, it is more important to decide which events really interest us, those that will provide profits, prestige, name, etc. and those that will cost a lot of money for nothing in exchange.  Choosing the best fair for the promotion and image of the company is vital. A fair can be the best meeting point between supply and demand with sector specialists.

What aspects are important to decide which fair to be in? The most recommendable would be to look for fairs that specialise in our sector as well as how long they have been going and how often each year, their recognition in the sector, the number of exhibitors that attend and, most importantly, their power to attract. It is obvious that when an economic and resource effort is made in something like exhibiting in a fair, the cost ratio for real impact has to be carefully calculated and profitable enough.

What are the steps to take before a fair?

• Name a manager.
• Establish aims.
• Define target public.
• Check that the dates do not coincide with others in the sector.
• Apply for fair documentation for our inscription and location in the fair.
• Know where our competitors will be.
• Fix our budget.
• Select decorators and design a communication programme, leaflets to hand out, promotional articles etc.
• Approve stand design, supervise manufacture and approve the decoration.
• Contract the pertinent facilities so that our work team goes well: Water, electricity, Internet, hostesses, etc.
• Make a communication campaign to all our clients, contacts and collaborators and send invitations.

Therefore, it is very clear that attending a fair or congress is a decision that has to be well-planned, but it is also important to know that once the decision has been taken, the preparation and work carried out by sector professionals are two of the main factors that determine the success or failure of a company in a fair.