Everyone is talking about the millennials target group. They are digitally connected, thirsty for knowledge and on their way to the top of the career ladder. They are the future leaders of companies. For this reason, they are also of particular importance for Messe Frankfurt. Julia Uherek, Group Show Director Consumer Goods Fairs, explains what Messe Frankfurt is doing to inspire millennials for its events.
Reaching the right target group for B2B campaigns on the web is no easy task. Although the desired recipients are online and inform themselves on the Internet, it is difficult to identify them as a focused target group. They are often too heterogeneous for this and the information required for appropriate targeting is scarce. With its audience marketing offer, Messe Frankfurt provides advertisers with a solution for reaching B2B target groups online with minimal wastage. Martina Bergmann, Managing Director of Messe Frankfurt Medien und Service GmbH at Messe Frankfurt GmbH, explains why advertisers should focus on audience marketing, which campaigns have been implemented so far and what is planned for the future.
As with any successful company, Messe Frankfurt has to maintain a presence on various social media platforms. After all, an increasing number of target groups are active on these platforms and expect to be supplied with relevant, interesting and entertaining content. Markus Quint, company spokesman and Head of Corporate Communications at Messe Frankfurt, explains the importance of social media for Messe Frankfurt and how Corporate Communications is handling the challenges involved.