Messe Frankfurt’s new website was launched on August 22nd. A total of 170 websites provide information on the individual events, services and the world’s third largest trade fair organiser itself under the umbrella of messefrankfurt.com. The significance of this web presence as well as the complexity of a relaunch of this scale deserves a look behind the scenes. We talked with Martina Bergmann, Head of Digital Services at Messe Frankfurt, who has overall responsibility for development of the new global web presence.
All companies and even freelancers are now practically obliged to maintain their own up-to-date website, whether used simply for self-representation, the sale of products or to provide online services. Customers and prospects have come to expect being able to quickly find their business partners online and having a business website has become one of the pillars of a brand’s image, regardless of the industry or the size of the company. Although the vast majority of companies are already present on the internet, smaller businesses with limited budgets are finding it particularly difficult to keep up with the competition due to the rapid pace of technical development including mobile use and new digital marketing options. Continue reading
Messe Frankfurt’s internet portal, messefrankfurt.com, has now been given a new look with improved functionality. Wolfgang Marzin, President and Chief Executive Officer of Messe Frankfurt: “The messefrankfurt.com portal is the digital gateway for creating business opportunities for our customers. Now, with a completely revamped concept and a new design, we have created a web presence that helps us in our role as an information and service provider to reliably guide our partners and customers where they want to go – 24 hours a day, 365 days a year.”
In addition to countless blogs written by experts, journalists, lifestyle icons, chefs, musicians, etc., companies are increasingly creating their own corporate blogs. As a news channel for corporate communication and as a content hub for content marketing strategies, blogs contribute to increasing a company’s visibility and image. Messe Frankfurt has also initiated a number of renowned topic-related blogs surrounding its events.
Messe Frankfurt’s mobile Navigator apps are booming
At the end of the first half of the year, Messe Frankfurt has analysed in detail the use of its Navigator apps at the eleven trade fairs from January to June 2017. The number of downloads has increased significantly and almost one out of every five visitors (18 percent) used the Navigator apps while visiting the trade fair. Thus, the proportion of visitors that use the app to gain orientation at the fair has doubled compared to the same period in 2015. A total of clearly over 100,000 trade visitors made use of the mobile information offering.
Spiegel magazine recently devoted its cover to “idols of consumption” (German) and described the growing number of YouTube, Facebook or Instagram stars, who are called influencers based on their popularity on the social web. As such, they are enriching the development of what has become the self-evident parallel world of the social web once started by bloggers. But what relevance do these influencers have for marketing, how do they differ, and what is the best way to approach these new opinion leaders?
Influencer relations are gaining more importance in trade fair communication, as well as in the communication and content marketing strategies of many companies. At the same time, the social web has significantly changed the media landscape, in which companies and trade fair organizers operate. An interview with Thimo Schwenzfeier.
The second Global Exhibitions Day (#GED17) took place on June 7th. Initiated last year by UFI, the umbrella association for the global exhibition industry, the anniversary this year once again exceeded all expectations. Numerous activities took place around the world, which served to connect the trade fair industry and show the meaning of trade fairs for the respective locations and especially for the globalised economy.
Communications strategies are increasingly focusing on content. Trade fairs and events are gaining particular significance in this context as distribution platforms and idea pools with numerous follow-up opportunities in the digital and real worlds. The following list includes the ten most important steps to ensuring the success of your content marketing strategy for trade fairs and events:
In many industries, trade fairs and the accompanying conferences are often one of the marketing and communications highlights of the year. These events are used to introduce new products, discuss key industry topics and communicate the trends of the next few months. For exhibitors and organizers, they also represent the pinnacle of their content marketing efforts. Events and the organizers are offering a widening array of new opportunities, not only for distributing content, but also for collecting interesting topics for their own content pipelines.
We spoke about this with Stefanie Hombach, Online Marketing Manager in the Messe Frankfurt Digital Services team. Continue reading