Messe Frankfurt launched its optimised interactive site plan (iGP) for Automechanika in September 2018. A usability test among the visitors of the trade fair resulted in positive feedback and confirmed the plan’s real added value. iGP helps users navigate through the events on Messe Frankfurt websites. At the same time, exhibitors benefit from the new opportunity to present themselves in the best possible context. Additional features ensure a comprehensive and user-oriented trade fair experience.
The usability test revealed that almost all the participants of the survey were not familiar with the iGP, but were positively surprised by its features and user-friendliness. It fulfils all the basic expectations placed on an interactive site plan. Additional wishes and suggestions also provided a good basis for optimising the tool.
The new search feature offers great added value. Using the full-text search, visitors can search for locations of exhibiting companies and get an overview of possible events at the respective exhibition stand. This is made possible by intelligent links to other Messe Frankfurt digital applications such as the event calendar, exhibitor search or the cross-application reminder function.
Exhibitors benefit from the automatic presentation of many of the advertising formats they have already booked. For example, they can mark their own stand in the interactive hall plan with their company logo. In addition to this, bookings can be presented on the event page, in the exhibitor search and from now on also in the hall plan. This applies, for example, to advertisements and search engine marketing.
“Our aim with the relaunch was to develop an intuitively operable tool that offers the user maximum orientation – no matter on which device, i.e. both on a smartphone and laptop,” says Daniel Emrath, Coordinator Web Solutions at Messe Frankfurt.
Messe Frankfurt intends to further integrate its digital offerings and provide visitors with additional features and services. The new site plan is an important step on the way there. Even before the relaunch, the iGP was a heavily used feature, even among app users. After the exhibitor search, it recorded the second highest number of clicks.
“In the future, the international roll-out and other features will be available for an even more exciting and efficient visit to the trade fair,” says Emrath. “For example, we could include themed trails to accompany visitors on preconfigured routes throughout the fair.
In contrast to many other companies, many of which rely on standardised site plans, Messe Frankfurt opted for a tailor-made solution. The interactive site plan was implemented by the team at M-Way Solutions in Stuttgart. All in all, it took less than a year to complete the project, from the conceptual design and programming to roll-out. This was only possible due to the agile approach and the close cooperation of all parties involved.