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Don't just attend. Prepare the right conversations, qualify leads and follow up consistently.

A trade fair is the densest opportunity for customer conversations in the year — and usually the least prepared one. In two to three weeks, the Trade Fair Sprint prepares who will be approached, with what, and what happens afterwards. As a visitor or as an exhibitor.

Trade Fair Sprint

The starting point

Contacts happen. Results don't.

Stand, travel, samples, staff — a trade fair budget adds up quickly. The preparation of the conversations, however, is almost always missing: who are the ten companies that really matter? How does the conversation start? How is a contact captured, assessed and followed up within two days? Without these answers, what remains of the fair day is a pile of business cards and a good feeling.

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Two variants

One sprint, two roles at the fair.

Visitors and exhibitors have different tasks — hence two clearly separated variants with their own scope and their own price. Both start with the goals and end with the follow-up.

Variant A

Visitor Sprint

For companies visiting a fair to meet retailers, suppliers, partners or target customers — and that don't want to leave the days on site to chance.

Timeframe
approx. 2–3 weeks
Investment
from €1,200
  1. Definition of the visit goals: what should be different after the fair?
  2. Relevance check of the chosen fair against these goals
  3. List of prioritised exhibitors, partners or target accounts
  4. Prioritisation of contacts: must-have appointments, opportunities, passes
  5. Conversation openers and key questions per contact
  6. Personal walking route and appointment plan for the fair days
  7. Structure for notes and lead capture on site
  8. Follow-up plan for the days after the fair
  9. Metrics used to evaluate the fair visit
Request the visitor sprint

Variant B

Exhibitor Sprint

For companies with their own stand that want to win target contacts before the fair, hold conversations at the stand and follow up leads properly.

Timeframe
approx. 2–3 weeks
Investment
from €1,900
  1. Definition of the goals of the fair participation
  2. Ideal customer profile (ICP) and target account list
  3. Pre-show contact strategy: who is invited beforehand, how and when?
  4. Argumentation and message hierarchy for the stand
  5. Conversation guides for first contact, existing customers and buyers
  6. Briefing of the stand team
  7. Criteria for lead qualification
  8. Structure for capturing contacts at the stand
  9. Handover into CRM or lead tracker
  10. Follow-up after 24 and 48 hours and the following cycles
  11. Metrics and post-show review
Request the exhibitor sprint

no VAT charged (small-business rule, § 19 UStG); visitor from €1,200, exhibitor from €1,900, depending on the fair and number of contacts

My services are addressed exclusively to entrepreneurs and businesses within the meaning of § 14 of the German Civil Code (BGB), not to consumers.

Through all four stages

Not a fifth stage — an occasion that runs through all four.

The Trade Fair Sprint follows the same order as every project of the studio: understand, sharpen, equip, activate. Only the timeframe is shorter, because the fair date sets it.

  1. 01UnderstandChoose the fair, the goals and the target accounts: which event, which companies, which result?
  2. 02SharpenPosition the offer and the conversations: which message carries, which question opens, which objection is certain to come?
  3. 03EquipPrepare the materials: conversation guides, note structure, lead capture and, for exhibitors, the team briefing.
  4. 04ActivatePre-show outreach, the work at the fair, lead capture and the follow-up after 24 and 48 hours.

What you contribute

  • Name and date of the fair, exhibitor directory or access to it
  • Offer, price range, samples or materials that will be shown on site
  • The people who will speak at the fair — and their time for the briefing
  • Firm time slots for preparation and follow-up
  • Access to CRM or lead tracker, if available

When the sprint should start

The sprint takes two to three weeks and should be completed before the pre-show contacts begin — usually four to six weeks before the fair. Shorter lead times are possible, then with a reduced contact list.

Not included

  • Stand construction, stand design and stand equipment
  • Logistics, tickets, hotels and travel arrangements
  • Printing costs and media budget unless agreed separately
  • Staff at the stand or holding conversations on the client's behalf
  • Legal review of invitations and outreach — that is what your legal advisor is for

What determines success

A sales result cannot be guaranteed — at any fair. What the sprint delivers is preparation and structure; the result also depends on product, price, the team at the stand and how quickly you follow up after the fair. That is why clear metrics and an honest evaluation are agreed.

Which trade fair is next?

In an initial conversation we clarify the fair, your role, the goals and the sensible scope — and whether the sprint still fits the timeline.

Request the visitor sprintRequest the exhibitor sprint

No obligation · clear view on the timeline · no stand construction, no guarantees