digital trade fair marketing- interview henric-uherek

Perfect business matching using big data

Messe Frankfurt works to bring the right people together in the right place at the right time. With its various business matching offers, the trade fair company makes sure the right people meet up at its various events. We spoke with Coordinator of Web Solutions at Messe Frankfurt Digital Services, Henric Uherek, about what the trade fair organiser offers its customers in terms of business matching, what advantages this has, and what role big data plays.

What does business matching entail?

By business matching we mean bringing together a trade visitor and an exhibitor at a trade fair. Since the beginning, Messe Frankfurt has supported exhibitors with various offers. Initially, these offers were provided on the exhibition grounds and, in 2006, we launched our digital matching offers. In doing so, we were pioneers of digital business matching in the trade fair industry. Since then, we have continually expanded our offering, because business matching is of high priority for Messe Frankfurt.

What is special about your current business matchmaking program?

Our business matchmaking program provides our customers with a straightforward online platform, which helps them easily plan and engage in exchanges and meetings with new and existing business contacts. We offer this service for individual trade fairs, which thus far include Ambiente, Paperworld and Musikmesse. Exhibitor profiles stored in the system including company contact information and product offerings are made available on the online platform. Our business matchmaking team also matches the exhibitor profiles with already registered visitor contacts and their preferences to provide exhibitors with appropriate suggestions on potential customers. Of course this is all based on complex data analysis algorithms.

Our customers can then choose who they want to meet at the fair, send a meeting request, plan a meeting invitation and edit their appointments. The business matchmaking team also helps exhibitors in the planning of meetings via personal phone consultation. We also offer our customers support with schedule management through a call centre.

What else is Messe Frankfurt planning in terms of business matching?

We regard business matching as a central element of trade fairs, since the resulting focused and qualified contacts bring both exhibitors and trade visitors the greatest added value of a trade fair presence or visit. As Messe Frankfurt, we want to offer our customers an even more comprehensive service than before. Our goal is to increase the quality and quantity of contacts and the number of resulting business leads as well as to make the associated processes as simple as possible for everyone involved.

An important step is the integration of intuitive matchmaking components in all systems where exhibitors and visitors have points of contact. We are currently working on this at full speed.

Thank you for your insight, Mr Uherek!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.