How big are posters? Formats Part 1

How big are posters? Formats Part 1

Poster advertising really is the classic form of outdoor advertising and it is impossible to imagine the cityscape of small and large cities without it. Billboard advertising is available in different sizes, which can vary depending on the location and purpose. The choice of format often depends on the objective of the advertising measure, such as the reach, the target group and the location of the advertising.

During the organization of the campaign with poster advertising, sooner or later the question arises: How big are the posters?

There is a list of common poster formats in Germany. We have therefore created an overview for you here, from which you can see the poster size, poster dimensions and the format designation. We have also included a brief description of where the respective format can be found.

Content:

Overview of the dimensions of various posters:

What are the dimensions for large-scale billboards?

  • Large-scale billboards have the 18/1 format as standard.
  • Dimensions: 3,560 x 2,520 mm
  • Large.scale billboards are approx. 9m² in size and are often found on streets, large squares, in supermarket parking lots and at and around train stations.

Which poster formats are available on full columns

On an advertising column you have various options. Either 2 or 3 posters can be placed around the column. And there are also two different formats with different lengths: 6/1 and 8/1.

  • 8/1 poster size: 1,189 x 3,360 mm
  • 6/1 poster size: 1,189 x 2,520 mm
  • Both formats are possible on most pillars throughout Germany. Whether 6/1 or 8/1 is simply a question of space and design. The longer 8/1 format offers more advertising space.
  • Columns can be found on busy streets, in squares, in city centers, but also in residential areas.

Dimensions for small cultural posters, mixed columns and mixed showcases

The A1, A0 and 4/1 formats are particularly popular for art, culture and event announcements.

  • 4/1 poster size: 1,189 x 1,680 mm
  • A0 poster size: 841 x 1,189 mm
  • A1 poster size: 594 x 841 mm
  • The dimensions stated are for portrait format. In some cases, this format is also available in landscape format.
  • The mixed advertising supports can be booked as networks of several small posters (e.g. in A1 format) at different locations and thus gain good visibility in a larger surrounding, even with small posters.
  • At train stations, cultural posters are increasingly found as poster frames and poster showcases as panels with several posters from different advertisers.

Direkt hinter einem Fußgängerüberweg steht ein freistehendes City Light Poster. Doch anstelle einer Plakatwerbung sieht man nur ein großes rotes Fragezeichen auf weißem Grund. Hinter dem Werbeträger ist eine Bushaltestelle, ein Park mit Wiese, Bäumen und auf Bänken sitzenden Menschen, sowie ein gut besuchter Gehweg und eine Straße.

How big are City Lights?

  • City Light Poster
  • CLP poster format: 4/1
  • CLP poster size: 1,189 x 1,680 mm
  • City Light Posters are 2m² posters that are in a display case and are backlit. They can be found in bus stops, train stations and shopping streets all over Europe. But these posters are also not uncommon in malls and parking garages.
  • City Light Boards
  • CLB poster format: 18/1
  • CLB poster dimensions: 3,560 x 2,520 mm
  • City Light Boards are approx. 9m² posters, which are also in a display case and are backlit. They stand prominently at a height of 3 meters on a stand on busy streets. But City Light Boards can also be found on facades and in railroad stations.
  • City Light columns
  • CLC poster format: 8/1
  • CLC poster dimensions: 1,189 x 3,360 mm
  • City Light columns are the premium equivalent of the classic advertising pillar. This column protects three posters with showcase glass and the posters are backlit. They can be found at busy streets and intersections, mainly in the city center.

Do giant poster have a fixed format?

No, giant posters, also known as megaposters or blow-ups, do not have a fixed format. Their actual format depends heavily on the size permitted on the construction site scaffolding or façade. They can range in size from 10 to 300m².

  • Dimensions: Vary greatly, often over 12 meters in width
  • These huge posters are located in highly frequented areas, e.g. on the walls of buildings in cities, in long-distance train stations or construction site scaffolding.

How do you create the print file for poster advertising?

The formats mentioned describe the final format of the poster advertising. When you are designing the poster, you should note that the final format is not automatically the layout format. For large formats, a scale of 1:10 is advisable. For other formats, such as columns, a scale of 1:6 is desirable. You can find out which layout format your poster requires here in our technical data sheets:

Technical data sheets for creating the print file

Book billboard advertising

Are you interested in billboard advertising or do you still have some questions? Get in touch with us and fill out the contact form below.

If you would like to read more information about poster advertising, click here: Billboard Advertising in Germany

We look forward to hearing from you!
The wtm team

 

    The Ultimate Guide to Digital City Light Boards Advertising Costs: Light Up Your Brand Without Burning a Hole in Your Wallet

    The Ultimate Guide to Digital City Light Boards Advertising Costs: Light Up Your Brand Without Burning a Hole in Your Wallet

    Tired of your marketing campaigns blending into the background noise? Imagine your message lighting up the streets, captivating potential customers day and night. Digital City Light Boards (dCLBs) offer a dynamic and eye-catching way to amplify your brand’s visibility. But what about the cost? That’s the million-dollar question!

    This guide will illuminate everything you need to know about advertising on digital City Light Boards. We’ll break down the costs, explore the benefits, and show you how to book these powerful displays to achieve your marketing goals.

    Table of Contents:

    What are Digital City Light Boards?

    Digital City Light Boards (dCLBs) are a modern, high-tech version of traditional City Light Boards, which are commonly used in out-of-home advertising. These digital screens integrate advanced LED screen technology, allowing for dynamic and interactive advertising displays. Here are some key features and benefits of DCLBs:

    Key Features

    • Format: DCLBs typically feature large LED screens, often around 9 square meters in size, which can display content as 10 second spots
    • Location and Placement: These digital boards are positioned on a stand and strategically located in areas with high traffic and visibility, such as major streets, intersections, and public spaces. This placement ensures they capture the attention of a wide audience. Additionally, when situated near busy roads, they particularly appeal to drivers, a popular target group for marketing campaigns due to their statistically higher income.
    • Technological Advantages: DCLBs leverage advanced digital technology to facilitate real-time content updates, allowing advertisers to tailor their messaging to specific audiences at precise times of the day or week. This adaptability significantly boosts the impact and efficiency of advertising campaigns.

    Benefits

    • Environmental Impact: No more printing, no more logistics! The digital CLBs contribute to a more sustainable advertising practice by cutting down on production.
    • Creative Possibilities: The digital nature of these boards offers a wide range of creative options, including dynamic visuals and real-time updates, which can be tailored to specific events or conditions (e.g., weather-dependent advertising).
    • Efficiency and Reach: DCLBs provide high contact numbers and rapid reach due to their prominent placement and engaging content, making them an effective medium for both short-term promotions and long-term branding strategies.

    Overall, Digital City Light Boards represent a significant advancement in outdoor advertising, combining traditional visibility with modern digital capabilities to enhance audience engagement and campaign effectiveness.

    Am stark befahrenen Messedamm in Berlin steht ein digitales City Light Board. Auf dem digitalen Bildschirm sieht man in knalligem Rot eine Eventankündigung. Im Hintergrund sieht man Teile der Messegeländes und das ICC.

    How to Book Digital City Light Boards?

    Booking Digital City Light Boards (dCLBs) is easy and provides great flexibility. Here are some thoughts to consider to help you towards your booking:

    • Network: dCLBs can be booked as single unit or in different networks. Selecting single screens is great for targeted location-based campaigns, whereas network booking ensures impressive reach through-out the city.
    • Broadcast timing: By default, digital City Light Boards can be booked by week. But when including them into a programmatic out-of-home campaign, they can be booked by day, by hour or linked to various conditions as single playout (i.e. the weather).
    • Volume: How many spots do you want? Decide on the booking package that suits your campaign needs. Common packages include Small, Medium, and Large, each offering a different number of spots per hour.

    Which approach of booking digital City Light Boards fits best to your advertising campaign depends highly on your advertising goals, target audience and target area.

    How much does advertising on digital city light boards costs?

    Digital City Light Board (DCLB) advertising costs vary depending on the decisions you take in terms of booking method. See paragraph above: How do I book digital City Light Boards?

    Cost digital City Light Boards – Example: Berlin.

    Network booking

    Here are some example prices for two networks of digital city light boards in Berlin. They can be booked in different packages that grant different numbers of playouts per hour.

    Network Screens Package Spots per hour Network price per week
    Berlin city net 58 Small 18 € 20.381,20
    Medium 54 € 56.149,80
    Large 72 € 71.090,60
    Berlin partial net 29 Small 18 € 11.286,80
    Medium 54 € 30.937,20
    Large 72 € 39.239,90

    Single unit booking

    Location Contacts per week Media costs per week
    Brunnenstraße 63 133.532 € 1.171,80
    Frankfurter Allee 263 204.135 € 1.171,80
    Landsberger Allee vor 2 77.619 € 1.079,40
    Neue Kantstraße 10 101.365 € 1.079,40

    For more information and the prices for digital city light boards, feel free to check out our presentation: Digital City Light Boards

    Out-of-home even cheaper: Cost-Saving Tips

    • Book a full week instead of single days
      Broken down to the price per unit per day, you save 52 % when booking the whole week instead of single days!
    • Book the whole network instead of many single units
      There are different networks available to accommodate different budgets. When booking the whole network you save 17% on the per unit media price.
    • Target your Key-Audience with specific locations
      If you are not looking for a high reach but to meet your target audience at a specific location, then select single digital city light boards and cut down on scattering loss.

    Remember, while DCLBs may seem expensive initially, their dynamic nature and ability to reach a wide audience can offer significant value for your advertising budget.

    An einer Ampel in Berlin stehen wartende Fahrzeuge und Fußgänger überqueren die Straße. Auf dem Grünstreifen in der Mitte steht ein digitales City Light Board auf dem die Werbung der Kosmetikfirma Galderma zu sehen ist.

    Ready to Light Up Your Brand? Contact Us Today!

    Digital City Light Boards offer a powerful and cost-effective way to elevate your brand’s visibility and reach your target audience. Don’t let your marketing efforts fade into the background. Contact us today for a free consultation and discover how dCLBs can help you achieve your marketing goals! Fill out the contact form below or give us a call – we’re ready to help you shine!

     

       

      Apprenticeship Successfully Completed– Congratulations, Celine!

      Apprenticeship Successfully Completed– Congratulations, Celine!

      We are thrilled to announce that our trainee, Celine, has successfully completed her apprenticeship as an Office Management Clerk (German: Kauffrau für Büromanagement) at wtm! 2.5 years of dedication, eagerness to learn, and continuous development have paid off – and we are proud to have supported Celine on this journey. Congratulations on this fantastic achievement!

      Diverse Aspects of Office Management Training

      During her training, Celine gained experience in many exciting areas. The Office Management Clerk training includes:

      • Office organization and communication
      • Accounting and financial management
      • Customer service and order processing
      • Human resources and scheduling
      • Marketing and event management

      This comprehensive training provides an excellent foundation for a successful career in business administration.

      Zwei Hände halten ein Schild mit der Aufschrift „You did it“ vor einen rosafarbenen Hintergrund.

      We Also Offer Training in Dialogue Marketing!

      In addition to the Office Management Clerk training, we also offer training as a Dialogue Marketing Clerk at our company. This program focuses on:

      • Customer communication and service
      • Marketing and sales strategies
      • Data management and analysis
      • Complaint management and quality assurance
      • Telephone and digital customer consulting

      This training is ideal for communicative and service-oriented talents who are passionate about customer relations and marketing strategies.

      Shaping the Future – Opportunities for Young Talents

      At wtm Außenwerbung, we firmly believe that well-trained young professionals are the foundation for a successful future. That’s why we are committed to providing young people with a solid and practical apprenticeship experience. Our goal is not only to impart knowledge but also to create real career opportunities.

      If you’re interested in shaping your future in an exciting and dynamic environment, apply with us! We look forward to welcoming new, motivated trainees who want to grow with us.

       

      Trade Fair Marketing Part 3 – ITB Berlin: 3 offers for your out-of-home advertising

      Trade Fair Marketing Part 3 – ITB Berlin: 3 offers for your out-of-home advertising

      Shine with out-of-home advertising at ITB Berlin

      Out-of-home advertising and ITB Berlin complement each other perfectly because they offer companies an effective platform to increase brand awareness and reach. The high number of visitors to the trade fair, combined with the advantages of strategically placed advertising, creates an unbeatable synergy. Whether at arrival points such as airports and train stations, along central traffic routes or directly at the trade fair stations – outdoor advertising reaches the target group in a thematically appropriate way and ensures a strong presence through multiple visual contacts. For the travel and tourism industry in particular, this results in an effective marketing strategy that ideally combines traditional and digital channels.

      Content:

      3 offers for trade fair advertising at ITB

      There are many different options for generating attention with outdoor advertising, especially at trade fairs. Here we would like to present three very specific offers and, of course, explain why these three approaches are suitable for trade fair marketing at ITB.

      Cool Lite Bikes directly in front of the trade fair entrance

      Vor dem Bahnhof Messe Süd steht ein Cool Lite Bike mit Werbeanhänger. Auf dem in einem Rahmen gespannten Banner sieht man die Werbung von Polyteia zur Smart Country Convention. Im Hintergrund strömen die Messebesucher aus dem Bahnhof in Richtung Messe.

      How exactly do you reach trade visitors at a trade fair? Exactly, directly at the trade fair entrance. There you can reach 100% of your target group without any wastage. However, as there are few stationary advertising media available directly at the door, our offer 1 is to place mobile advertising media, such as the Cool Lite Bikes, directly in front of the trade fair entrance. These are bicycles that carry a frame trailer with a double-sided banner attached. The bikes with advertising banners then ride exactly where you want them to. You determine the route. Do you want the bikes to ride up and down in front of the entrance? Good idea! Movement attracts attention! The bikes should commute between the nearest train station and the entrance? Great! This will attract attention and lead customers directly to you.
      Our suggestion for the ITB: 2 bikes in front of the south entrance, 2 bikes in front of the north entrance:

      Media No. Duration Media Production Transfer Total
      Cool Lite Bikes 4 Bikes / 8 faces 4 days 14.384,00 € 1.580,00 € 980,00 € 16.944,00 €
      Plus VAT.

      Digital airport advertising at BER

      Am Flughafen BER steht ein digitales City Light Poster, welches zur IFA Messe die Werbung von ASUS zeigt. Links im Hintergrund laufen Menschen.

      At an international trade fair such as ITB, placement at BER Airport is essential for comprehensive trade fair marketing. Why? The international exhibitors and trade visitors arrive here and can be addressed with advertising on digital screens at the baggage carousels and at the exit. The network of 42 digital City Light Posters, which are distributed over 3 floors at Terminal 1, and the Welcome Network of 9 landscape-format screens above the baggage carousels at Terminal 2 are particularly suitable for this purpose. With this package of both networks, you can reach all arrivals at BER and thus all international trade visitors who want to attend ITB. BER Airport is therefore an important touchpoint for trade fair marketing at ITB.

      Our tip: Airport advertising for trade fairs should run at least 1-2 days before the start of the trade fair in order to reach those arriving early.

      Location Media No Duration Media costs Programming Total
      BER Airport T1 digital City Light Poster 42 Screens 1 Week 20.200,00 € 950,00 € 21.150,00 €
      BER Airport T2 Welcome Screens 9 screens 1 week 9.900,00 € 950,00 € 10.850,00 €
      32.000,00 €
      Plus VAT.

      Giant poster in front of the trade fair

      Am stark befahrenen Messedamm steht das IBIS Hotel. An der Fassade hängen zwei Riesenposter mit Werbung zur Messe.

      Location Medium No. Duration Media Production Total
      IBIS Hotel / Messe Berlin Giant posters 2 4 weeks 125.000,00 € 5.331,00 € 130.331,00 €
      Plus Vat.

      Go big and seize the attention! Directly opposite the north entrance to Messe Berlin is the IBIS Hotel, on whose façade advertisers can place 2 giant posters. With a total of 183.81 m² of advertising space, this package of 2 mega posters offers plenty of scope for creative presentation. Due to the sheer size and the position directly at the intersection to the main entrance of the trade fair, the attention of trade visitors is guaranteed. This is why the giant posters are very popular at trade fairs.

      Alternatives for your trade fair marketing and conclusion

      The three offers are very good examples of out-of-home advertising as part of trade fair marketing at ITB. In addition to the mobile bikes, giant posters at IBIS or the digital screens at BER airport, there are other alternatives for attracting attention outside the exhibition halls: These include media at the main train station, another arrival point for international trade visitors, poster advertising on the street or at train stations close to the trade fair, or attention-grabbing advertising on sightseeing buses that travel through Berlin city center as a themed advertising space.

      Whichever form or placement of outdoor advertising you choose, it is important that trade visitors or your target group see you – and preferably several times! A combination of different media is therefore highly advisable in order to accompany trade visitors on their journey from the arrival point to the exhibition grounds.

      This was part 3 of our mini-series on trade fair marketing.
      Would you like more tips for successful trade fair marketing? Read part 1 here:

      What is needed for successful trade fair marketing? 5 tips for your trade fair success

      For a deeper dive into Out-of-Home as part of trade fair marketing, read part 2 of the series:

      Part 2 – Effective Out-of-Home advertising as part of trade fair marketing at ITB Berlin:

      For questions or quotations, please contact us now: +49 30 22 45 89 97

       

         

        Part 2 – Effective Out-of-Home advertising as part of trade fair marketing at ITB Berlin:

        Part 2 – Effective Out-of-Home advertising as part of trade fair marketing at ITB Berlin:

        Why companies benefit

        Out-of-Home advertising is one of the most effective marketing strategies and becomes even more important in the context of ITB Berlin, the world’s leading tourism trade show. This article looks at how companies can benefit from outdoor advertising as part of their ITB trade fair marketing.

        Content:

        The strengths of out-of-home advertising

        Out-of-home advertising (OOH) convinces with its impressive efficiency and high return on investment (ROI). According to the “OOH ROI 2020” study by the German Outdoor Advertising Association (Fachverband Außenwerbung e.V.), every euro invested generates an average turnover of 4 euros – a figure that surpasses many other forms of advertising.

        Other advantages of out-of-home advertising include

        • Long-term impact: campaigns can continue to have an impact for weeks after they have been placed.
        • Positive online effects: Outdoor advertising has been proven to increase internet search volumes.
        • Cross-media reinforcement: It increases the effectiveness of campaigns that combine different channels.
        • Multifaceted impact: It supports brand awareness and trust along the entire marketing funnel.

        Am Flughafen Hamburg hängt eine digitale Video-Wall an der Wand vor der direkt die Treppen und Rolltreppen Richtung Ausgang hinunterführen. Ein Mann läuft direkt auf die Flughafenwerbung zu, um die Treppe zu nehmen.  

        ITB Berlin: A central meeting place for the travel industry

        ITB Berlin is considered the most important trade fair for the international travel and tourism industry. From March 4 to 6, 2025, it will once again open its doors and bring together companies, trade visitors and innovations from all over the world. With almost 100,000 participants and over 5,500 exhibitors from 170 countries in 2024, ITB Berlin offers an incomparable platform for networking, knowledge exchange and business cooperation.

        Why outdoor advertising fits in with ITB Berlin

        Outdoor advertising and ITB Berlin are an ideal combination to effectively increase brand awareness and reach for companies. There are several reasons for this:

        • High reach: With around 100,000 trade visitors, the trade fair offers an ideal target group for outdoor advertising.
        • Multiple visual contacts: Strategically placed outdoor advertising in Berlin, at the arrival points of visitors (airport and central station), as well as directly in front of the trade fair enables repeated visibility during the entire duration of the trade fair and thus strengthens brand awareness.
        • Positive acceptance: Studies show that consumers often find outdoor advertising more pleasant and less disruptive than other advertising formats. Out-of-home advertising blends unobtrusively into the urban streetscape.
        • Synergies with digital channels: Outdoor advertising can promote online search queries and thus improve a company’s digital presence. The integration of QR codes and landing pages on billboards are particularly popular.
        • Target group relevance: As a trade fair, ITB Berlin offers an ideal environment to place tourism and travel-related advertising messages in a targeted manner.

        An der Wand in einer Mall hängt ein digitales City Light Poster, welches ein touristisches Motiv von Jordanien zeigt. Im rechten Teil des Bildes sieht man im Hintergrund ein Geschäft und Menschen.  

        OOH advertising as the key to successful trade fair marketing

        OOH advertising is an essential component of successful trade fair marketing. It enables companies to stand out clearly from the competition and attract the attention of potential customers in a targeted manner. Especially during a major event such as ITB Berlin, strategically placed out-of-home advertising creates concise points of contact. Whether directly on arrival at BER Airport, at Berlin Central Station, on the way to the trade fair, directly in front of it, at the trade fair stations or at central locations in the city – these advertising measures appeal directly to trade fair visitors thanks to their thematic relevance and ensure maximum visibility.

        Am U-Bahnhof Kaiserdamm in Berlin zeigt eine große Plakatwand rechts die Außenwerbung von Den Haag. Mit dem touristischen Motiv empfangen sie die Besucher der ITB Messe, die links am Plakat vorbei in Richtung Bahnhofsausgang laufen. Die Bilder müssen nicht immer mittig über die ganze Seite gehen, sie können auch etwas kleiner und in den Fließtext einbaut sein.

        Conclusion: A strong combination for companies

        The combination of out-of-home advertising with ITB Berlin offers companies enormous potential for successful trade fair marketing. The high number of visitors to the trade fair and the many advantages of outdoor advertising create a marketing strategy that not only attracts attention but also delivers measurable results – especially for companies in the travel and tourism industry.

        This was part 2 of our mini-series on trade fair marketing. Would you like more tips for successful trade fair marketing?
        Read part 1 here:

        What is needed for successful trade fair marketing? 5 tips for your trade fair success

        Are you interested in “3 offers for your out-of-home advertising?” Follow this link:

        Trade Fair Marketing Part 3 – ITB Berlin: 3 offers for you

         

        If you have any questions or would like a quote, please send us an inquiry using the contact form or simply call us: +49 30 22 45 89 97

          What is needed for successful trade fair marketing?  5 tips for your trade fair success

          What is needed for successful trade fair marketing? 5 tips for your trade fair success

          Before we present our 5 concrete tips for successful trade fair marketing, we would like to briefly clarify two questions: What is trade fair marketing and what are the goals of trade fair marketing. This way, our tips for trade fair success can be categorized immediately.

          Content:

          1. What is trade fair marketing?
          2. Goals and tasks in trade fair marketing
          3. 5 tips for successful trade fair marketing
          4. Conclusion: What is needed for successful trade fair marketing?

          What is trade fair marketing?

          Trade fair marketing comprises the well thought-out conception and implementation of marketing strategies for trade fair appearances with the aim of expanding the customer base and establishing business connections. An appealing stand design, meaningful advertising materials and captivating interactive elements are key components in attracting visitors and effectively communicating the benefits of products or services. The lasting success of a trade fair presentation depends to a large extent on a precise target group analysis in advance and a structured follow-up after the event.

          Goals and tasks in trade fair marketing

          Trade fair marketing pursues a variety of strategic goals that go far beyond immediate sales success. The central tasks and objectives include

          1. Increasing brand awareness: presence at trade fairs significantly increases the visibility of the company and its products in the industry.
          2. Acquisition of new customers: Trade fairs offer a unique platform for personal interactions that can be used to gain new business contacts and potential customers.
          3. Maintaining and improving the brand image: direct contact with visitors makes it possible to actively and positively influence the perception of the brand.
          4. Expanding the business network: trade fairs are ideal opportunities to deepen existing business relationships and forge new partnerships.
          5. Conducting market research: Direct exchange with customers and competitors provides valuable insights into current market trends and customer needs.

          These multidimensional objectives underline the strategic importance of trade fair marketing as an integral part of a company’s marketing mix.

          An einem Messestand wird eine Frau gerade von einem Messeaussteller beraten. Sie stehen vor einem Exponat und die Frau hat eine Broschüre in der Hand. Die beiden und die Menschen an den anderen Messeständen im Hintergrund tragen Anzüge.

          5 tips for successful trade fair marketing

          Trade fairs are still an important instrument in the marketing mix of many companies. They offer the unique opportunity to make personal contact with customers and interested parties, present products and position your own company. But how do you make your trade fair marketing successful? Here are five key tips that will help you make your next trade fair presence a complete success.

          1. Plan well ahead

          Successful trade fair participation begins with thorough and early planning. Ideally, you should start preparations at least six to twelve months before the event. This gives you enough time to:

          • Develop a clear trade fair concept
          • Plan budget and resources
          • Design and equip your stand
          • Secure better stand locations at the trade fair and take advantage of any discounts for early bookings
          • Develop and initiate accompanying marketing strategies for the trade fair
          • Create marketing materials
          • Train and prepare your team

          2. Know the location and your target group

          In order to design your trade fair marketing effectively, it is essential to know the target location and your target group precisely. Do thorough research:

          • Who are the typical visitors to the trade fair?
          • Which industries and companies are represented?
          • What are the current trends and challenges in the industry?
          • What cultural particularities need to be taken into account at the trade fair venue?
          • What opportunities are there to position your brand as prominently as possible at the trade fair, in the exhibition halls and in the city?

          In einer modernen Eventlocation mit gläserner Außenwand durchqueren Menschen in Anzügen den Vorraum und fahren auf der Rolltreppe im Vordergrund.

          3. Adapt communication and media mix to target group and event

          A successful trade fair appearance requires a well-thought-out media mix. Tailor your communication channels and content to your target group and the type of event. Take this into account:

          • Social media channels for pre-event communication and live updates
          • Press releases and specialist articles in relevant media
          • Email marketing for personalized invitations
          • Printed materials such as flyers or product catalogs
          • Digital presentations or interactive displays at the trade fair stand
          • Outdoor advertising (digital and analog) in the trade fair city and especially in front of the exhibition halls

          Make sure that your messages are consistent across all channels and reflect your brand identity.

          4.Generate attention

          At a trade fair, you are competing with many other exhibitors for the attention of visitors. Therefore, use creative and eye-catching elements to stand out from the crowd:

          • Develop a unique stand design that represents your brand
          • Plan interactive elements such as virtual reality demonstrations or live product tests
          • Organize prize draws or competitions
          • Use eye-catching displays or modern technologies (e.g. holograms) to create eye-catchers

          The more you appeal to visitors’ senses, the more likely you are to be remembered.

          Also use additional placements beyond the trade fair stand to appeal to visitors in multiple ways. These include, among other things:

          • Participation in debates, lectures or panel discussions
          • Sponsoring or article placement in the trade fair catalog
          • Placement of advertising media on the exhibition grounds, around the trade fair and at touch points

          Am Messedamm in Berlin steht ein digitales City Light Board, welches die Werbung Polyteia zur Smart City Convention zeigt. Im Hintergrund sieht man die Messe Berlin und den Berliner Funkturm.

          5. Address the target group and customers directly and invite them specifically to the trade fair

          Personal contact is the heart of every trade fair. Take the opportunity to address your target group and existing customers directly and invite them specifically. But how do trade visitors find their way to your stand to talk to you?

          • Send personalized invitations by e-mail or post
          • Offer exclusive benefits for visitors to your stand, such as special trade fair discounts or VIP treatment
          • Use social media to arouse interest and generate anticipation
          • Contact important customers personally and arrange appointments at the trade fair
          • Create incentives for visitors, such as the presentation of new products or exclusive networking opportunities
          • Take advantage of advertising opportunities at the most important touch points for national and international trade visitors on their way from the airport, via the main railway station to the trade fair station, to inform visitors once again of the location of your stand (hall and stand number).

          The more targeted and personalized your invitations are, the more likely it is that your target group will visit your stand.

          In einer großen Messehalle laufen viele Fachbesucher in Anzügen zwischen den vielen bunten Messeständen.

          Conclusion: What is needed for successful trade fair marketing

          With these five tips, you are ideally equipped to make your trade fair marketing successful. Remember: a trade fair is an investment in your brand and your customer relationships. With careful planning and creative implementation, you can ensure that this investment pays off for your company.

          So, which trade fair is on your agenda? Perhaps even the ITB in Berlin? ITB will take place in Berlin from March 4-6, 2025. If you are attending here, then you have already completed most of the steps on our list. But what about organizing your presence outside the exhibition grounds?

          In this article, we will take a closer look at the placement of out-of-home advertising at trade fairs and ITB Berlin in particular:

          Effective Out-of-Home advertising as part of trade fair marketing at ITB Berlin

          One step ahead? Check our 3 offers for ITB Berlin 2025:

          Trade Fair Marketing – ITB Berlin: 3 offers for your out-of-home advertising 

          Do you have any questions or are you interested in outdoor advertising for trade fairs and events? Please use our contact form below or give us a call: +49 30 22 45 89 97.
          We will be happy to answer your questions and send you a non-binding offer.