How to maximise trade fairs and industry events with an external marketing team

For two Norwegian and Swedish industry leaders, Brødrene Dahl Samferdsel and Lattix, participating in the fair was about positioning themselves in a highly competitive international market. To provide context, Brødrene Dahl Samferdsel is a major supplier of infrastructure solutions for roads and transportation, while Lattix is a specialist manufacturer of energy absorbing aluminium masts for signs, lighting, and technical equipment.

The challenge for both was to stand out and build relationships, both on the stand and across digital platforms.

Many companies face the same obstacle at major events: they are expected to be technical experts, salespeople, and marketers all at the same time. In reality, communication is often sidelined. This is not because it lacks importance, but because it is difficult to plan and publish quality content while managing meetings and product demonstrations.

"For many, it is not a lack of intention or skill, but a lack of capacity. It is quite simply difficult to excel at both technical dialogue and communication simultaneously," says Kathrine Krane at Synlighet.

In Amsterdam, Brødrene Dahl Samferdsel and Lattix solved this by bringing an external marketing team from Synlighet. This concept functions as an on-demand marketing team: a turnkey group of experts hired for a specific event to ensure visibility before, during, and after the fair.

In this instance, the team consisted of two specialists in strategy, social media, photography, and video. However, the model is flexible and scales easily.

"This is a service you can buy exactly when you need it—whether as a small, efficient team or a larger production, depending on your goals," Krane explains.

One of the primary benefits of having a dedicated team on site is that it allows the client to focus on their core strengths. Instead of worrying about content production, the staff could devote their energy to client meetings and building relationships.

"Our job is to take responsibility for the communication, so that our clients can focus on what creates value in the moment," says Krane.

This approach ensured that Brødrene Dahl Samferdsel and Lattix maintained a professional and consistent presence both physically and digitally.

"At Lattix, we felt we had all the support we needed. Knowing that Synlighet was there to capture photos and video allowed us to relax and do our jobs. It was well worth the investment. Additionally, we now have a library of material that is incredibly valuable for our ongoing social media work," says Gunnar Bendigtsen at Lattix.

Success at large events involves more than just what happens at the stand. Digital engagement before and during the fair is crucial, as the target audience follows along on social media.

In the lead-up to Intertraffic, the focus was on building anticipation: who to meet, what to see, and why visitors should prioritise the stand. During the fair, content was produced and published continuously. This included 2-5 short videos and 10-15 stories daily, alongside employee interviews and professional portraits. Content was shared on LinkedIn, Facebook, and Instagram as soon as it was approved.

After the event, the communication continued with summaries and reflections that serve as valuable content for future sales and marketing.

The experience from Intertraffic was clear: authentic, behind the scenes content performs best. Short video clips and interviews created the most engagement because they provided a genuine look at the action.

This content has value far beyond the event itself. The companies now possess a visual library for use in presentations, websites, and future sales processes.

Events are dynamic and unpredictable, requiring a flexible approach to production. In Amsterdam, the team constantly adapted to changing schedules and moved between various meetings.

It also required a high degree of tact when interacting with the clients of Brødrene Dahl Samferdsel and Lattix. The team had to judge when to film and when to step back to avoid interrupting important conversations.

"It is about reading the room. You have to know when to be active and when to retreat. You cannot have a camera in people's faces at all times," says Krane.

The impact was evident during the fair. Both companies noticed significant engagement on social media, and several visitors mentioned they had seen them digitally before arriving at the stand.

At such events, many exhibitors use giveaways, competitions, or gimmicks to attract attention. However, when everyone does the same thing, these tactics lose their power. What truly sets a brand apart is how they communicate and how they extend their presence beyond the physical event.

For companies attending trade fairs or conferences, the challenge is rarely a lack of expertise, but a lack of capacity. Communication is a professional discipline that requires both planning and execution to be effective.

"Do not underestimate the value of handing over the responsibility for visibility to those who do this every day. When the experts focus on their craft and the communication is handled by a dedicated team, you get better meetings and a much higher return on your effort," Krane concludes.

Our marketing professionals know the ins and outs of the culture, trends and everything concerning the Nordic customer. Reach out to us!