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Exterior view of the IMA company building

CONSULTING

Strategic planning for successful trade fair appearances

START­ING POINT

GOAL DE­FI­NI­TION

A successful trade fair appearance starts with a solid strategic foundation. Together with you, IMA analyses your company’s starting point, objectives and the framework surrounding your trade fair activities.

The central questions:

  • What objectives should the trade fair appearance achieve?
  • Which target groups should be addressed?
  • What role does the trade fair play within your overall communication or sales strategy?

Previous trade fair activities are also reviewed to identify potential and support decisions based on reliable insights. This creates a clear strategic direction as the foundation for all further planning steps.

IMA team during a project meeting in the office
Hexagon Control exhibition stand at Control 2019 in Stuttgart

MAR­KET AND PO­SI­TION­ING

COM­PE­TI­TION

Trade fair appearances always take place within a competitive environment. That is why IMA analyses the specific trade fair, the industry and the positioning of your brand in relation to relevant competitors.

Aspects considered include:

  • positioning within the exhibition hall
  • strategies of comparable competitors
  • current industry trends
  • spatial differentiation approaches

This analysis creates the foundation for a clear strategic direction and helps position the trade fair appearance in a way that stands out clearly from competitors.

STRAT­E­GY DE­VEL­OP­MENT

EXHI­BI­TION STRAT­E­GY AND CON­CEPT

Based on the analysis, IMA develops a structured exhibition strategy that serves as the foundation for the entire implementation process.

Key decisions regarding stand size, spatial structure, visitor guidance, communication zones and the spatial staging of the brand are defined at this stage.

The perspective of exhibition visitors is also taken into account. Expectations, movement patterns and points of interaction are analysed in order to create clear visitor guidance and targeted interaction.

The result is a well-conceived exhibition concept that combines strategic objectives, spatial planning and brand communication.

IMA team during a project meeting in the office
IMA team during a conversation in the office

CON­SULT­ING PRO­CESS

STRUC­TURED WORK­FLOW

The analysis and consulting process follows a clearly defined methodology.

The process begins with a detailed briefing in which objectives, target groups, framework conditions and expectations are developed together. This is followed by analysis, strategy development and concept definition.

The resulting concept is consistently aligned with the exhibitor’s corporate design and ensures strong brand recognition among trade fair visitors.

All results are documented and form the binding foundation for the subsequent project phases. This creates a transparent and comprehensible planning process with clear decision-making foundations.

PART­NER­SHIP

DED­I­CAT­ED SUP­PORT

IMA understands consulting as a collaborative partnership. From the very beginning, a dedicated contact person accompanies your project and coordinates all strategic alignment processes.

Long-term collaboration creates a deep understanding of the brand, the industry and the objectives of the trade fair appearance. With every project, workflows become more efficient, decision-making processes shorter and strategies more precisely aligned.

This creates continuity in planning and reliability throughout the implementation process.

Handshake during a business meeting

CONTACT

START YOUR PROJECT

Planning a new exhibition appearance or looking to further develop existing stand concepts? Let’s start with an initial conversation.