The Frankfurt Book Fair is one of the largest and most important events in the publishing industry with over 300K attendees. Whether you’re a seasoned attendee or planning your first visit, proper preparation is key to maximizing your time and opportunities at this event. Here’s How to Plan for a Successful Frankfurt Book Fair experience:
Define Your Goals
Before logistics, clearly define what you want to achieve at the fair:
- Are you looking to meet other publishers, EdTech companies, or distributors? If so, prepare materials or demos that showcase your offerings. Think about the messaging you use to ensure it speaks to the target audience and how you would like to work with them.
- Do you need to connect with existing partners? Consider organizing a partner dinner to strengthen relationships.
- Do you need to meet new contacts? You can search the exhibitor directory on the Frankfurt Book Fair website to see who will be there and who might be appropriate to meet.
Having clear objectives will help you prioritize your time and efforts during the event.
Plan Early and Strategically
Early planning is one of the most important things you can do to ensure a successful fair:
- Book your most important meetings first, then fill in your schedule around these key appointments.
- Arrange meetings close together, so if you have a meeting in Hall 4.1, try to book other meetings around there around the same time to save you time traveling from Hall to Hall. Frankfurt is held in a huge conference center named Messe, and it can take 15 minutes or longer to travel between some halls and sections.
- Don’t forget to schedule a lunch break early before the main rush of people ordering food. Some of the food vendors run out of popular items. I usually bring water, a protein bar, and fruit in case I don’t have time to wait for food.
- Decide on appropriate meeting lengths – 30 minutes or an hour – based on your goals. Most people block 30 minutes.
Allocate time early in the show to prospect, especially targeting companies you couldn’t secure meetings with. I usually note booth locations and visit prospects the first morning to try to get meetings later in the show. I’ve also noticed that similar companies usually have booths near each other, so you might have one company on the prospect list and see others you would also like to talk to, so give yourself enough time.
Decide on Your Participation Strategy
Will you exhibit or “walk” the show? Each approach requires different preparation:
Walking the Show
If you’re not exhibiting, you’ll need to be strategic about booking meetings and finding places to connect with potential partners.
- I usually book meetings near my partner’s booths or coffee shops that you can locate in each hall using the Frankfurt Book Fair app.
- Ensure you get contact numbers for people you will meet and ask if they are on WhatsApp or how you should communicate with them just in case you are late, they are late, or you can’t find each other.
- You will have less visibility while walking the show than you would be exhibiting, so it is up to you to ensure you have a successful fair as you will not have “walk-in” traffic.
- If you need to bring large bags to the Book Fair you can store them at coat and bag checks in central locations near the fair entrance. Otherwise, I would suggest carrying a backpack or something similar that won’t weigh you down too much throughout the day. I have walked over 20K steps per day at the fair when I didn’t have a booth, so be prepared to walk!
Exhibiting
If you’re setting up a booth:
- Book your space early to ensure the best location.
- Arrange for shipping of supplies and materials; you will need time to get supplies through customs.
- Consider a furniture package for your booth. I always prefer having a locking cabinet to lock up valuables and handbags.
- Ensure you have staff to man the booth at all times, including during the public days at the end of the fair when you are required to stay open but likely won’t be doing much business.
Prepare for the Show
As the fair approaches:
- Pack comfortable shoes and bring layers – the hall temperature and weather can vary.
- Allow extra time to get through entry points, especially during peak hours.
- Download the official Frankfurt Book Fair app for easy navigation of the exhibit halls.
- Get a notebook and quality pen; you’ll be taking lots of notes!
- Helpful tip – prepare your notebook by pre-filling out a page or two for each meeting, when/where/who you will meet, a few objectives, questions, and any notes you’d find helpful to have in front of you during the meeting.
Maximize Your Time at the Fair
Once you’re at the event:
- Use any free time early in the show to prospect and try to secure additional meetings.
- Stay flexible – some of the most valuable connections often happen spontaneously.
- Always aim to establish a clear “next step” after each meeting to build an understanding with your prospect of what’s to come and understand their timeline.
Follow Up Effectively
The work doesn’t end when the fair closes and you leave for the airport. Effective follow-up is crucial for turning your Frankfurt Book Fair connections into lasting business relationships:
- Act quickly: Reach out to your new contacts within a week of the fair while your conversations are still fresh in their minds.
- Personalize your messages: Reference specific discussions or shared interests from your meeting to remind them of your interaction and promised next steps.
- Provide value: Share relevant information, articles, or resources that align with their interests or needs.
- Be clear about next steps: If you discussed potential collaboration, outline concrete next steps or propose a follow-up call or meeting.
- LinkedIn: Email is valuable for follow up, but also consider connecting on LinkedIn after the fair.
- Keep track of your follow-ups: Use a CRM system or spreadsheet to ensure you’ve followed up with everyone and set reminders for future follow-ups.
- Be patient but persistent: The publishing industry often moves slowly and people generally get bombarded around the time of Frankfurt Book Fair. If you don’t hear back immediately, don’t be afraid to send a polite follow-up after a reasonable time.
Remember, the relationships you initiate at the Frankfurt Book Fair can lead to valuable partnerships long after the event has ended. Thoughtful and strategic follow-up is key to realizing the full potential of your fair experience. By following these guidelines, from pre-planning to post-event follow-up, you’ll be well-prepared to make the most of your time at the Frankfurt Book Fair.
Remember, the key to success is a combination of thorough planning, remaining open to unexpected opportunities, and diligent follow-through.
You can also check my previous blog “How to Find Overseas Educational Solutions” where I share how to find the best partners!
Happy networking!
