The Language Bridge

3 Steps to Exhibiting Successfully at a German Trade Fair

If you run a successful business in the UK and are thinking of expanding into Europe’s biggest market, then trade shows are a must. Here are our three steps to success at a German trade fair. 

1. Research Thoroughly

Knowing your market segment is key groundwork for a trade fair. Thorough research is no mean feat so make sure you start early. One option is to go to an initial trade fair to learn the key facts first-hand. This will help you understand the latest developments in your market segment, preparing you for your exhibition. Make sure you take a German speaker with you so that you don't miss out on any crucial information, or even send a German researcher on your behalf, such as Vivien from Eureko

2. Prepare, Prepare, Prepare

Once the fundamental research has been done, it is necessary to prepare for the trade show. Inform German companies well in advance that you are planning to exhibit and invite them to your stand, perhaps pre-arranging more formal meetings. It is possible to do nine meetings in nine hours, from 9 till 6 p.m.!

Germans interested in your products will want to see them, especially if the products are big and bulky, so make sure this is arranged.

3. Avoid Communication Breakdowns

Many fairs specialise in one area, these are known as’ Fachmessen’. These fairs attract informed and professional visitors. The fact that so many fairs pride themselves on being specialised means that the visitor to your stand is looking beyond the superficial promotional phrases. They are seeking precise and comprehensive information.

The best way to make sure communication runs smoothly is to provide information in German as well as English. Providing German-language explanations of the company, its philosophy and its products is an expression of courtesy, cultural awareness and communicative clarity, creating a favourable impression on your potential clients.


For help with any of these 3 steps, contact Eureko

Posted: 9th November 2014

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