Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? What do visitors and especially exhibitors do? Where is further development heading?
We talked with Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events. Among other things, Mr. Schwenzfeier is responsible for online marketing for the Heimtextil trade fair, one of the largest international trade fairs for home and building textiles with 69,000 trade visitors and 2,866 exhibitors. As well as for relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Continue reading
Social media engagement is increasingly becoming part of companies’ everyday activities and spreading across department boundaries. Social elements are primarily used in marketing, but are also playing an increasing role in public relations, human resources and customer service. Communication behaviour is rapidly changing with the “shift to mobile”, continuous usage of social networks and messaging apps as well as increasing visualization and video usage, thus making it impossible to ignore the development. Continue reading
The interaction with people in one’s own target markets is one of the primary challenges of online and social media marketing. Succeeding in this regard requires developing one’s own capacity for dialogue in response to requests and exchange via the internet, providing one’s own information services, finding the own target groups online, as well as providing them with information and entering into dialogue with them.
This is the only way to tap into the full potential of online marketing, regardless of whether one wants to achieve increased brand awareness and confidence in their own company, offer improved services or attract new customers. Continue reading
Events and social media are made for each other. Trade fairs and other events are still the most important places to exchange information, demonstrate new products and share with others personally and, for several years now, digitally as well. Presentations, exhibits and meetings provide great content to pass along and distribute digitally on the internet.
This has a direct impact on the communication before, during and after an event. Participation in the social web can be quite a critical success factor, especially when it comes to events that attract a lot of social media-savvy participants. Continue reading
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” The fact that no progress can take place without change was already recognized by the British naturalist, Charles Darwin. 150 years after the first industrial revolution, the economy is once again facing a turning point.
Marcus K. Reif, Head of Recruiting and Employer Branding at Ernst & Young GmbH, speaks about personnel marketing in the Working Environment 4.0. Continue reading
390,000 new jobs could be created in the next ten years in Germany alone due to the digital transformation as shown by a new study conducted by the market analysis group bcg.perspectives / The Boston Consulting Group (BCG). The workplace of the future will change for most workers.
The first Global Exhibitions Day (#GED16) is taking place on June 8th. In January 2016, the global trade fair association ufi launched the Global Exhibition Day and has since found supporters around the world. Activities will be organized worldwide on June 8th, 2016 with the goal of networking the global trade fair industry and demonstrating the importance of trade fairs for the respective locations and especially for the local, national and global economies.
Cevahir Ejder, managing director at Seeding Alliance GmbH, has a keen eye on the emergence of native advertising formats. As a marketer of native ads, he knows which problems, risks and opportunities await marketing and where there is still a lot of potential.
Advertisers have high expectations of native advertising and this is particularly true when it comes to mobile use. Due to the close relationship consumers have with their personal mobile devices and the associated intensity of use, better advertising results are expected on mobile devices than on desktops. However, more requirements have to be met for mobile implementation. Only specifically adapted native advertising formats, which are smoothly integrated in journalistic contexts, can succeed here.