WoTS 2026 Marketing Meeting: an inspiring afternoon full of ideas for a successful trade fair participation

On Thursday, June 4, a large group of WoTS exhibitors came to Leusden. The central question was: How do you show visitors why your stand is worth a visit?

A visitor does not come to the World of Industry, Technology & Science (WoTS) to see as many stands as possible. Visitors come to find answers to questions from their daily practice, gain new insights, and discover technology that advances their work.

Therefore, one question was central during the WoTS Marketing Meeting: as an exhibitor, how do you make clear in advance what value a visitor will find at your stand?

During the meeting, exhibitors collaborated on ways to showcase their expertise, innovations, and practical knowledge. Not only during the fair, but especially in the months leading up to it.

Start with the visitor's question

Visitors are planning their trade fair visits with increasing focus. They seek solutions to concrete challenges, want to speak to experts, and decide in advance which stands they will visit.

That calls for a different way of communicating. Not telling what your company does, but showing what knowledge, experience, or solution you bring.

A visitor wonders:

• What am I learning at this stand?
• Which experts can I speak to?
• Which innovation can help me move forward?
• Why should I make time for this conversation?

Anyone who answers those questions in advance increases the chance of valuable encounters during the fair.

From visibility to relevance

In 2026, WoTS brings together more than 20,000 professionals from the worlds of Industry, Electronics, and Laboratory. A large part of these visitors consists of decision-makers and co-decision-makers.

The challenge for exhibitors is therefore not only to be visible, but above all to be relevant.

During the marketing meeting, participants received practical tools to:

• to better reach their target audience;
• to share substantive stories;
• to make knowledge and expertise visible;
• to invite visitors in a targeted manner;
• to use the exhibitor kit effectively.

This approach helps to create the first point of contact even before the trade fair.

Share knowledge before the trade fair starts

A stand visit often begins months before the exhibition floor.

A case study on LinkedIn, a technical innovation in an article, an expert giving a seminar, or a demonstration that visitors can schedule in advance. These are all ways to give visitors insight into what they can expect.

WoTS offers exhibitors various opportunities to make that content visible. For example, exhibitors can organize seminars and workshops, and these are included in visitor communication.

By sharing knowledge, a substantive conversation is established even before the trade fair.

Working together on a valuable trade fair day

The marketing meeting made it clear once again that successful visitor acquisition is not an individual activity. When exhibitors, partners, and the trade fair organizer convey the same message, a stronger story emerges.

The shared goal is clear: to help visitors meet the right people, gain new insights, and discover technology that is directly applicable in practice.

For ultimately, a trade fair does not become successful solely due to the number of visitors, but due to the quality of the encounters that arise from them.

WoTS 2026

From September 22 to 25, 2026, professionals from Industry, Electronics, and Laboratory will meet at the World of Industry, Technology & Science at the Jaarbeurs Utrecht. Visitors will discover new technologies, attend seminars, and connect with experts in the field.