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Industrial goods trade fairs have become information platforms at which business deals are no longer only concluded but rather initiated. Surveys conducted among visitors show that their trade fair success is the decisive factor as to whether exhibitors at trade fairs can successfully initiate business with visitors. In specific terms, a trade fair appearance canÂ
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- heighten the level of awareness and the profile of the exhibitor,
- positively influence the visitors' attitude formation as well as, in particular,
- their buying probability with respect to the exhibited services.
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| Exhibitors can utilise four highly effective levers in order to successfully influence the trade fair visitors’ perceived success. These are |
- personal interaction with the stand personnel,
- the competence of the stand personnel,
- the trade fair stand as well as
- impersonal communication instruments.
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