Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? What do visitors and especially exhibitors do? Where is further development heading?
We talked with Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events. Among other things, Mr. Schwenzfeier is responsible for online marketing for the Heimtextil trade fair, one of the largest international trade fairs for home and building textiles with 69,000 trade visitors and 2,866 exhibitors. As well as for relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Continue reading
Recently the global association of the exhibition industry UFI issued an invitation to its annual CEO forum. The topic at the top of the agenda was the digitalization of the exhibition industry. As one of the speakers, I was invited to deliver a keynote talk. As a result I have been asked a number of times to summarize the theses once again. I was glad to oblige and here they are:
Three steps of digital transformation
The steady advance of digitalization is irresistibly permeating all areas of society and industry. Whether Industrie 4.0, Smart Home, iBeacons, Connected Car or Mobile Payment – digital technologies are revolutionizing whole sectors. The exhibition industry is no exception here. To enable trade fair organizers to exploit the potential of this transformation there are three essential steps that have to be taken: identification of the potentials, development of strategies for the digital transformation of business models and implementation of suitable, customer-friendly technologies.
For several years now, Messe Frankfurt has been working together with numerous internal and external experts to develop online business matching portals based on semantic technology. Henric Uherek, an internet expert at Messe Frankfurt who is heavily involved in these projects, explains the situation.
Business matching efficiently brings together business people, who have matching interests and services. Internet based business matching offerings like Messe Frankfurt’s B2B portal productpilot.com can increase the efficiency even more, as they use algorithms to match compatible business partners. The only requirement for this is that the participants make the necessary preparations.
Traditional trade cultures like China, India and the Orient as a whole made use of matchmakers even thousands of years ago. They considered themselves couplers and introduces business people from their extensive networks to one another. Today the extent of this service ranges from governmental networking events in EU countries and the U.S. to matchmaking events by interest groups such as the African mining industry and business matching within the framework of trade fairs and conventions. The leading companies in an industry as well as retailers, potential customers and experts meet here depending on the respective event.