Building a Multi-Fair European Calendar: Stand Rotation, Storage Routing, and Logistics Strategy
A pan-European fair calendar of four to six shows per year is operationally a logistics engineering problem before it is a marketing decision. The stand-rotation strategy, the storage routing between consecutive fairs, the forwarder relationships, and the buffer planning all interact. A complete strategic guide to running a multi-fair European calendar profitably, with the routing patterns experienced exhibitors use to control cost.