Product tests at the trade fair

How to use live experiences for your trade fair success 

Live experiences and interactive presentations are key elements for a successful trade fair presence. Formats in which visitors can become active themselves are particularly attractive to visitors and this is exactly where product tests come into play.

Let trade fair visitors try out your products directly on site. This creates proximity to the brand, attracts attention and offers valuable opportunities for lead generation. In the following article, you will learn how to use product tests effectively at trade fairs, from planning to follow-up.

Why product tests are a trade fair highlight

Product tests are far more than just a nice add-on. They can be the centrepiece of your trade fair concept. Because nothing convinces potential customers as much as experiencing a product first-hand. Whether touching, trying out or tasting: People who get hands-on stay longer, ask more specific questions and build trust in the brand more quickly.

A well-designed test area not only attracts attention, but also creates an emotional bond with the product, a clear advantage over purely visual or theoretical presentations.

Another plus point: you receive direct, unfiltered feedback from your target group. What is well received? Where is there potential for improvement? What ideas for use emerge from the dialogue? This information is worth its weight in gold for product development, sales and marketing.

Planning as a success factor

Careful planning is crucial for product tests to realise their full potential. Think about it in advance:

• Which products are suitable for a live test?  
  Ideally those with an ‘aha effect’ when used.
• Which target group do you want to address?  
  What are your visitors really interested in?
• How can you motivate them to take part?  
  For example, by comparing similar products, new products or playful incentives.

The organisational framework conditions must also be clarified at an early stage:

• How much space do you need?
• Are there any special technical or hygiene requirements (e.g. for food or cosmetics)?
• Have the stand personnel been trained and prepared, including with regard to legal aspects?

Kübler Sport with sports equipment and devices at the trade fair stand.

Realisation at the trade fair stand

The realisation at the trade fair requires a good feel for design and visitor guidance. The test area should be eye-catching, inviting and easily accessible, but not dominate the entire stand. Open areas invite visitors to join in, while shielded zones offer exclusivity and discretion, for example for products that require explanation or are sensitive.

Stand personnel play a central role: they should not only accompany tests, but also actively approach participants, ask specific questions and gather information. Storytelling can be a powerful lever here: Those who tell the story behind a product are better remembered.

Digital tools also support interaction: tablets for evaluation, QR codes for further information or small competitions create additional points of contact. A pop-up shop with an exclusive trade fair discount can turn testers directly into buyers.

Follow-up: Ensuring success

The actual evaluation begins after the trade fair. Use the feedback you have gained systematically:

• Document feedback, suggestions for improvement and frequently asked questions.
• Use visual content (photos, videos) for your communication on social media, website or in presentations.
• Carefully record and qualify all leads from the test area, as these contacts are usually particularly interested.

Targeted follow-up significantly increases the chance of a successful customer relationship. Internal debriefing is also worthwhile: What worked? Where were there hurdles? How can the next trade fair appearance be even better?

Practical examples:

How exhibitors successfully implement product tests

Carat: kitchen planning software you can touch

Carat is the market leader in the field of professional kitchen planning software. At trade fairs, the company takes the opportunity not only to present its software, but also to let visitors actively work with it. Interested parties can try out their own plans directly at the stand and receive personalised advice. In this way, a rather abstract product is brought to life, with great success.
Trade fair stand for Carat in Cologne

Test area of the Carat software.

Kübler Sport: Test fitness equipment live

Kübler Sport also relies on the principle of ‘experiencing instead of just looking’. At the FIBO fitness trade fair in Cologne, the company not only exhibited its high-quality training equipment, visitors were also able to test it directly. The live experience was complemented by expert advice on site. This active involvement not only created awareness, but also confidence in the product quality. 
Exhibition stand for Kübler Sport in Cologne

Conclusion: live testing pays off

Product tests are a powerful lever for your trade fair success. They bring your brand to life, increase the time spent at the stand, create trust and provide valuable feedback. With the right planning, well thought-out implementation and systematic follow-up, product testing becomes a real competitive advantage. Those who succeed in not only informing interested parties but also involving them will be remembered for a long time and convert visitors into customers.

Are you planning a trade fair appearance with a product test? Then let us advise you!

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