Participation in a trade fair must often be seen in conjunction with other marketing tools. For example
1. if the main aim of participation is to develop existing contacts with regular customers, there must be an intensive campaign to attract them to the trade fair
2. If the priority is to attract new customers, the advertising campaign must have a broader appeal
3. if the objective on the trade show floor is to increase brand recognition, ask yourself these questions. Does your custom trade show display communicate why you do what you do? Or does it simply show what you do or how you do it?