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.

DURING GENERA

• 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