Category Archives: Digital trade fair world

Apps for trade fairs: “everything at a glance at the right time”

Apps have become an integral component of the marketing and communication services offered by trade fair organizers. Ellen Matheis, coordinator of web solutions at Messe Frankfurt, talks about the advantages of trade fair apps for exhibitors and visitors, as well as the added value for organizers.

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Mobility and apps in trade fair communication: status and outlook

Apps have become an established part of event and trade fair communication. This is primarily because mobile technologies are particularly effective when the target group is online while on the go (at trade fairs). Here’s an overview of the development of mobile usage and the opportunities for event organizers when it comes to communicating with their target groups for events and trade fairs.

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Digital trade fair marketing provides the platform for connecting real and digital worlds

Trade fairs are increasingly connecting the digital and the real world. Henric Uherek, Coordinator Messe Frankfurt, explains the challenges that this development poses for exhibitors and trade fair organizers and what’s up next for digital trade fair marketing in 2017 and beyond.

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Digital marketing at Messe Frankfurt: Personal contact digitally enriched

Digital Marketing is transforming the tools of traditional trade fair marketing. This results in more multimedia and mobile applications. Jan Kluge, Coordinator of Online Sales at Messe Frankfurt, explains which marketing services the trade fair provides to trade fair exhibitors and how the marketing mix of organizers and exhibitors is changing due to digitalization.

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Digitally networked: social media in the trade fair environment

According to a study on trade fair communication, social media hardly played a role in trade fair success until a few years ago. Today, Facebook channels of trade fairs like Heimtextil are clearly demonstrating that social networks have become indispensable service, advertising and communication platforms for networking with one’s community and make target groups aware of one’s trade fair presence.

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Online on the hook: digital marketing for optimum trade fair preparation

Digital marketing is booming. Nevertheless, “analogue” face-to-face contact at trade fairs is irreplaceable. For many exhibitors, trade fair visitors consist almost entirely of their most important target groups. Nowhere else do they have such a concentrated opportunity to reach prospects, customers, partners or suppliers. In addition to this, trade fair stands provide an opportunity to present products, position oneself as a competent trusted provider and employer, and answer questions in detail. It is not rare for projects and large orders to be acquired in this way. Nevertheless, the success of a trade fair can be increased considerably using digital marketing measures. What can exhibitors do in preparation to increase the number of visitors to their stand?

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Where virtual and real world merge: digital marketing at the trade fair stand

Face to face contact with visitors is made at the trade fair stand, but digital marketing tools such as digital lead generation systems or mobile technologies like augmented and virtual reality (AR/VR) are opening up new opportunities to extend trade fair stands into the digital world and provide visitors with an emotional and direct experience of one’s own company and product world.

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