Abstract

The caselet discusses the importance and advantages of trade shows and fairs in industrial promotional activities with focus on Hanover Messe, one of the leading trade fairs for industrial technology. It emphasizes the need for organizers to effectively manage pre-show, at-show and post-show activities. The caselet focuses on the advantages of trade fairs as a promotional tool for industrial marketers. Finally, it also throws light on the problems faced by trade fairs as a promotional tool, despite the full-fledged efforts of the organizers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The importance and advantages of trade shows and fairs in industrial promotional activities
• The need for various promotional activities for participants and services to the visitors
• Launching new product innovations and corporate image building through trade fairs
• and Reaching various target groups through trade fairs.

Keywords

Hanover fair, Deutsche Messe AG, Trade shows, Industrial promotional activities, Cutting edge technologies, Corporate image, Subcontracting, Industrial automation, Electronic visitor information, system terminals, Suppliers, Customers, synergies, Product innovations, Industrial Software, Simulation, Manufacturing, World Bank, Capital Goods, Entrepreneurs, Internet, Industrial supply chain, Equipment