Trade fair as "intelligence platform" for start-ups

What strategic advantages do you see for young companies that present their products at trade fairs, especially in comparison to digital marketing channels?

Daniel Gundelach: Trade fairs offer a unique opportunity to meet a broad, high-quality target group in a short space of time, including customers, potential customers, suppliers, partners, investors and potential new employees. On average, one visit to a trade fair replaces five business trips - according to a recent study commissioned by the Association of the German Trade Fair Industry (AUMA). And as an exhibitor at a trade fair, the number of business contacts is even higher! In addition, young companies can not only present their products at trade fairs but also gain valuable insights into their industry: through business talks and observations, trends and industry-specific information can be gathered that is otherwise difficult to obtain in this quality and abundance.

Trade fairs require an investment - both financially and in terms of personnel. What approaches to cost efficiency can start-ups use to get the most out of their participation?

Start-ups should definitely take advantage of support programmes and special offers such as the "Young Innovators" supporting programme, the Interzoo product showcase and tailor-made trade fair packages from the organizer. The Fresh Ideas Stage, for example, will once again give founders the opportunity to present their innovative product ideas at Interzoo 2026.

The financial support gained from selected programs makes trade fair participation attractive even for companies with limited resources. A cost-efficient approach to stand design is also recommended, as the stand alone does not determine the success of the trade fair but accompanying marketing measures play a role that should not be underestimated. These measures should be consistently aligned with the target group and the schedule to achieve maximum reach. While advertising at the trade fair often tends to strengthen the image, specific content on platforms such as LinkedIn can promote appointments prior to the trade fair.

How does the type and quality of network you can expand at a trade fair differ from other networking formats?

Trade fairs, especially world-leading trade fairs such as Interzoo, reflect the entire industry. This is where all the relevant target groups of a young company come together - from initiators and decision-makers to users and buyers.

Visitors often come to the trade fair with a specific challenge or project in mind, so there is a high level of interest in exchange and communication. They are not looking for general information, but practical solutions that are precisely customised to their individual situation.

Direct feedback from potential customers and partners is particularly valuable for start-ups. How can a trade fair presence help young companies to improve their ranges to meet the needs of the market?

At trade fairs, young companies should focus on visitors and their needs instead of just presenting their own product, which may also be shown by other suppliers (in a similar form, quality and price). Communication with the visitor goes beyond the mere presentation and lives from the explorative character of trade fair participation.

Furthermore, it is advisable to understand and use the trade fair not only as a sales platform, but also as a comprehensive "intelligence platform": Valuable insights into trends, expectations and needs of the target groups can be gained from presentations in the supporting program and discussions with market players and stand neighbours.

What advice would you give start-ups that want to effectively expand their reach by exhibiting at trade fairs, especially with regard to international contacts?

A trade fair is not just an event lasting several days but offers opportunities to reach your target groups all year round. If you use the trade fair appearance as a content event, strategic preparation and follow-up work can be used to make new contacts on social media and business platforms such as LinkedIn, initiate conversations and intensify them after personal contact at the trade fair.

Particularly in an international context, it is important to ask yourself why an international customer should choose your company over local providers. The offer should be clear and appealing.

Start-ups should also prepare themselves for the specific needs and cultural characteristics of the international target markets to sustainably strengthen their chances of opening up new markets.