A trade visitor is a trade fair visitor attending for professional reasons, for example as a buyer, decision-maker, dealer or specialist user. Many trade fairs admit only trade visitors and ask for company and job details at registration.
Trade visitors are the real target group of most trade fairs. They attend to find suppliers, compare products, meet business partners or learn about new developments in their industry.
Trade-only fairs admit trade visitors exclusively. At registration visitors state their company, industry and position, and sometimes proof is required. Fairs that also have public days distinguish between trade-only days and days open to all. Organisers evaluate the registration data and publish it in their reports, for example the share of decision-makers.
Trade visitors have little time and clear questions. They want to see quickly whether your stand (booth) is relevant to them. A clear offer, visible from the aisle, and staff who can answer technical questions matter more than effects.
Many trade visitors plan their appointments in advance. Invite customers and prospects early and offer fixed meeting times. For spontaneous visitors, someone should always be available.
Trade visitors usually wear a badge with a barcode or QR code, which at many fairs can be scanned with an app. That captures contacts faster and more accurately than business cards. Clarify beforehand how you may use the data after the show. Language matters as well: at international fairs many trade visitors come from abroad, and conversations in English are standard. A sign on the stand showing which languages your team speaks makes the first contact easier.
In photos and video, conversations with trade visitors show that your stand is being used seriously. We photograph such scenes discreetly and without interrupting conversations. Anyone who does not want to be photographed is not placed in the foreground.
For publications in which visitors are recognisable, we recommend brief agreements on the spot. The guide Conversation photos at the stand explains how natural conversation shots come about. For exhibitors from abroad, the guide on German trade fair culture is useful too. It covers appointments, conversation style and what German trade visitors expect.
By their badge and usually by their questions. At trade-only fairs all visitors are registered trade visitors.
Photographing conversations on your own stand is common practice. If people are to appear clearly recognisable in advertising, it is better to ask for brief consent.
Tell us the fair, dates and hall. We take care of the shooting schedule on the day and deliver within 24 hours after the show ends.
We reply within 24 hours. During a show week, WhatsApp is fastest.
