Trade fair marketing goes mobile

Trade fair marketing goes mobile

At the stands, in the aisles, outdoors, on escalators and in cafés you’ll see people with mobile phones. Everyone at a trade fair uses their smartphone to be accessible and to stay in touch. It is therefore no surprise that, following the big digital boom mobile trade fair marketing is now on the rise.

Trade fair apps on the rise
Messe Frankfurt apps are therefore enjoying growing popularity among exhibitors. Mobile applications now exist for almost all events. The number of downloads and the intensity of use have continually grown in the past few years. Their 20 mobile applications have been downloaded and installed more than 81.250 times (numbers from 2015). Users even prefer them over the conventional web offerings.

Of course this is particularly practical during the trade fair visit:
40 percent of users search for specific exhibitors, 35 percent use the map of the exhibition grounds, 18 percent search for particular events and 17 percent read news published the trade fair. Conventional web offerings, on the other hand, enjoy more usage before and after the trade fair. But not only trade fair visitors use their smartphones to find exhibitors and events and remain up-to-date. A growing number of exhibitors is also requesting mobile services to gain the attention of trade fair visitors on mobile devices.

Beacons: digital lighthouses
What if it were possible to directly address those users who are on the way to your stand via their smartphones, which they are probably holding in their hands anyway? It’s technically possible. In the retail sector, iBeacons, a technology based on Bluetooth, are already being used here and there to provide customers in the store with product information, bonus points or coupons via push notifications.

Similar features can be used for trade fair stands. Visitors are provided with digital content including application videos, data sheets, a sales contact and other information on their smartphone when they are nearby. Initial tests have shown that the technical requirements are still not ideal. However, exhibitors could use iBeacons to generate leads.

Online communities also work via mobile
In addition to this new trade fair service, all other online media can be used to address visitors on their mobile devices. This includes the matchmaking portal product pilot.com, which can be used to find products, manufacturers and suppliers throughout the year. The social media channels for the trade fairs can also be used to make contacts and read about current topics. For example, the Facebook page for Heimtextil currently has almost 40,000 fans. Exhibitors should actively participate in the community and respond to the questions of visitors. Experience has shown that, especially during trade fairs, lively dialogues develop, which not only provide for more traffic on one’s own social media channels and websites, but also bring more visitors to the exhibitor’s stand.

For more information about mobility also read our articles: How are apps used in marketing?The mobilization of marketing at a glance and the interview Digitalization of automotive industry at Automechanika-Marketing is about emotionalising content.

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