In order to optimally support the marketing message of its exhibitors, Messe Frankfurt offers a wide range of trade fair marketing options. Among other things, various digital options are available. Jan Kluge, Manager Online Sales at Messe Frankfurt, cites a few examples to illustrate what possibilities Messe Frankfurt offers to companies in connection with digital marketing and what Key Performance Indicators they provide their customers to measure their marketing success.
Mr. Kluge, what options do you offer exhibitors when it comes to trade fair marketing?
Our exhibitors have a multitude of options here. After booking their fair booth, exhibitors automatically receive the Messe Frankfurt media package, including a profile in the popular exhibitor search on the event website and in the Navigator App. There they can be found online with extensive information. With their profile, companies can present their products and services to their target groups not only during the trade fair, but throughout the entire year. The exhibitor search and Navigator App are permanently available to interested parties as research tools. In addition to the services of the media package, there are also a number of add-on options that exhibitors can use to achieve increased visibility with relevant target groups.
Which options are these and how are they requested?
The most frequently booked products that support the services of the media package are Top of Search and Beacons. At Top of Search we offer an exclusive number of exhibitors, exactly ten, the possibility to be listed in the search function always at the beginning of the search results. On average, booking a Top of Search doubles the number of hits on the exhibitor profile.
Another tool that is frequently booked is our beacon service. These small transmitters are placed, for example, at entrances or in break areas, i.e. in areas that are heavily frequented. They send a push message to mobile devices in the proximity. These may contain additional information on exhibitors in the trade fair hall such as further product details, videos or a voucher for a coffee at the exhibition stand. With this push message, the exhibitor can reach trade fair visitors in a very targeted manner and can, for example, draw attention to his nearby stand and special products or promotions. We also offer this service only on a very limited basis, as we do not want to overload trade fair visitors with advertising and too much information.
How do you make the success of the online measures visible?
We offer reporting with data on the most important Key Performance Indicators (KPIs). Through the analysis, the customer recognizes, among other things, how many profile visits he has reached via Top of Search. The same applies to the beacons. Here, for example, it can be determined how often documents were downloaded or videos viewed. In addition, companies can determine how many visitors came to the trade fair stand on the basis of a voucher and what this contact ultimately achieved. By evaluating these figures and possibly comparing them with the previous year, in which no comparable services were booked, the exhibitor can evaluate the success of the measures for his trade fair marketing and place future planning on a solid database.
In the future, this will be even easier for our customers because we plan to make the data on the relevant KPIs available in the customer center as well. In a dashboard, the customer can retrieve this information and evaluate the success of the measure. On this basis, he can adjust his marketing activities in consultation with our consultants if necessary and thus make them as efficient as possible.
Mr. Kluge, thank you very much for the interview!