Programme séminaire

Version PDF disponible 

 

09h00

Enregistrement

09h30

Mot de bienvenue

09h30 – 10h15

Partie 1 :  Position of International Trade Shows in the modern marketing mix  

1.1. Trade Show – What does that mean?

1.2. Companies: Communicating product-price-distribution

1.3. Trade Shows within the product mix

1.4. Trade Shows within the pricing and conditioning mix

1.5. Trade Shows within the distribution mix

1.6. Trade Shows within the communication mix

10h15 – 10h45

Partie 2 : International Trade Shows in Germany and the Global Trade Show market

2.1. Entering the global market via International Trade Shows in Germany

2.2. Major organizers and trade show locations

2.3. Specific sectors (automotive, aerospace, offshoring, textiles/leather, pharma, chemical)

10h45 – 11h00

Pause-café

11h00 – 11h45

Partie 3 : Selection of the “right” Trade Show

3.1. Different types of Trade Shows

3.2. Assessment and selection

3.3. Sources of information (AUMA, FKM)

11h45 – 12h30

Partie 4 : Successfully exhibiting on German Trade Shows

4.1. Objections of taking part in a trade show

4.2. Costs of exhibiting

4.3. Organisation (schedule, programme, application, terms of participation)

4.4. Catalogues and information systems

4.5. Exhibit and stand (position, architecture, graphics, equipment)

4.6. Advertising and PR, especially visitors’ attraction

4.7. Staff and organisation of stand (selection, motivation, conversation, language)

4.8. Visitors registration, trade show and market information reporting

4.9. Trade show follow-up  

12h30 – 13h30

Déjeuner

13h30 – 14h00

Partie 5 : Successfully visiting a trade show 

5.1. The classical role model within a trade show (exhibitor/visitor)

5.2. Objections, opportunities and limitations of a trade show visit

5.3. Preparing a trade show visit (product and exhibitor research, tour planning, conversations and its results)

5.4. Following up a trade show visit

14h00 – 14h30

Partie 6 : Trade show perspectives and trends

6.1. Markets are changing – trade shows as well

6.2. Trade shows and digitisation

6.3. Trade shows and globalization

6.4. The trade show of the future

14h30 – 14h45

Pause- café

14h45 – 17h00

Echange et discussion

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Cas pratique : Facteurs clés de succès – Forum économique Germano-Marocain 2019