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Organising the Exhibition

Analysis of the Decision to Participate

  • Carefully select the trade fair in which you wish to participate and make sure that its design and scope satisfy your goals.
  • Obtain all the pertinent data on previous editions.
  • Integrate this participation in the company’s General Marketing Plan. The presence at a trade fair should be an extension of your own company. The image which you offer should correspond to the global strategy.

Preparing the Terrain

  • Determine the goals you wish to attain.
  • Prepare a participation which fulfills these goals.
  • Let your clients know that you will be present at GENERA.
  • Announce the Products, Services and Innovations you are going to present in the trade fair to all your current and potential clients.
  • Train the personnel who will be attending to your stand in the Trade Fair.
  • Make use of all the promotional tools which GENERA places at your disposal.


  • Gauge your visits and spend the right amount of time at each stand.
  • Take advantage of the benefits of non- verbal language.
  • Focus on your Target Public.
  • Gather the data on your contacts and set up the corresponding priorities.
  • Take advantage of the presence of a large representation of specialized journalists of the sector at GENERA.

And Afterwards

  • Evaluate the results of your participation at GENERA with all your staff who were present at the trade fair.
  • Calculate the results obtained. On occasions, it would be wise to wait up to 6 months after the trade fair in order to determine the effectiveness of the contacts made at the time.
  • Follow up and monitor all the clients contacted at GENERA.
  • Make a final evaluation of your advertising campaign and press kits.
  • Reserve your participation for the following edition.

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