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.
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.
Inspiring, tactile and on the pulse of the industry: on January 13th, the Heimtextil trade fair in Frankfurt am Main once again came to a close with a successful balance. Some bloggers were on site to report on the event for you.
Just in time to the opening of Christmasworld, Paperworld and Creative World ( January 27th to 31st 2017 ) Messe Frankfurt presents its updated Navigator Apps for visitors and exhibitors with a lot of new features.
With smart key features and improved usability, the new version 4.0 of the Heimtextil Navigator-app joins the digital with the real world of trade fairs and thus helps users achieve trade fair success in both realms.
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.
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.
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.
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?
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.