On the occasion of German professional exhibition association FAMA's autumn summit in Leipzig, there was a panel discussion / workshop of exhibition professionals from Germany, Austria, and Switzerland on five provoking assumptions about exhibitions. Together with my much valued co-moderator Stephan Peyer from MCH Group in Basle/Switzerland, I was responsible for encouraging more than 60 participants to discuss these assumptions. Each of theses assumptions will be published here in loose series and you are cordially invited to enter the discussion!
Assumption #3: Trade shows and exhibitions are counted among the most multifaceted marketing instruments ever. Unfortunately, many exhibitors still focus on (or are limited to) sales promotion.