Information
Date:
13. March 2026, 10.00 - 11.00 AM
Format:
Online
Registration:
Fee:
Participation free of charge
Language:
English
Many companies invest heavily in trade fairs, booths, design, marketing and staff, but
still don’t achieve the results they expected. The reason is rarely the booth itself.
Most problems start much earlier: With unclear goals, wrong assumptions about visitors and weak positioning.
In this webinar, Lars Lockemann from fairconcept will introduce a structured decision framework that helps companies clarify goals, positioning and target groups before starting any trade fair implementation.
Participants will work live on key questions such as:
- What is the real goal of attending a trade fair?
- How do customers actually perceive you?
- What is the difference between products, offers and touchpoints at a trade fair?
- Who is the ideal visitor – and who is not?
- How do arguments, messages and the booth concept connect?
The result is a structured way of thinking and a first strategic outline for trade fair
decisions, which can then be further developed together with internal teams, agencies
and service providers.
This webinar focuses on decision-making and clarity, not on booth construction or operational execution!
About the speaker
Lars Lockemann has been working with trade fairs and live communication for more than 25 years. Today, he supports companies before they invest in trade fairs, events or webinars, helping them make better strategic decisions instead of expensive mistakes.
His focus is not on booth design or marketing tactics, but on building decision frameworks for live communication: defining goals, positioning, target groups and offers so that execution partners can work more effectively. Lars regularly works with companies, institutions and international organisations to improve trade fair performance through clarity, structure and strategic focus.
