Strategic trade fair planning: the be-all and end-all for trade fair success

The crucial questions in the run-up to Interzoo are: Who does what? What milestones need to be achieved by when? And how do you keep track of budgets, timings and tasks? Professional, timely trade fair planning can be roughly divided into three phases: conception, stand operation and follow-up. We recommend structuring important tasks in a schedule and plan of action and recording them in chronological order with the time required and objectives. Responsibilities and deadlines, including the set-up and dismantling dates for Interzoo, must also be recorded in the project management system. The total time required before the trade fair should be determined by the tasks with the longest lead time; these are often the stand design, the preparation of the exhibits and the planning of services.

Secure internal support

In addition to strategic planning, it is equally important to clarify the internal support structures within your own company. It should be ensured that participation in the trade fair is actively supported and endorsed by the management and the relevant product divisions. Well-designed internal project management ensures that all processes – from briefing to design and communication to logistics – run smoothly. This is how an idea becomes a trade fair success.

Goals determine communication channels and media

A professional concept also ensures that goals, messages and measures are clearly defined and that the right target group is addressed. It should be noted that the definition of trade fair objectives determines the choice of communication channels and media. A targeted mix of analogue and digital communication and media formats increases reach and strengthens brand presence. Hybrid concepts that combine online and offline worlds offer new opportunities for effectively addressing business partners and visitors.

Conclusion: The decision to participate in the world's leading trade fair Interzoo marks the beginning of a challenging project and communication highlight for exhibitors, which must be carefully planned and managed. From the initial ideas to successful implementation, organising a successful trade fair appearance requires strategic planning, clear structures, defined responsibilities and precise coordination between all parties involved.

Further information:

Registered Interzoo exhibitors will receive a checklist with many important Interzoo dates for the further course of their individual trade fair preparations along with their registration confirmation. If you have any questions about registration, processing, stand planning and the included and optional marketing services, the Interzoo exhibitor team at NürnbergMesse will be happy to help. Contact details and further information are available online at:

Exhibitors can find further useful tips and advice on successfully planning a trade fair appearance in German and English on the website of the Association of the German Trade Fair Industry (AUMA):