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.
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.
Social media engagement is increasingly becoming part of companies’ everyday activities and spreading across department boundaries. Social elements are primarily used in marketing, but are also playing an increasing role in public relations, human resources and customer service. Communication behaviour is rapidly changing with the “shift to mobile”, continuous usage of social networks and messaging apps as well as increasing visualization and video usage, thus making it impossible to ignore the development. Continue reading
The interaction with people in one’s own target markets is one of the primary challenges of online and social media marketing. Succeeding in this regard requires developing one’s own capacity for dialogue in response to requests and exchange via the internet, providing one’s own information services, finding the own target groups online, as well as providing them with information and entering into dialogue with them.
This is the only way to tap into the full potential of online marketing, regardless of whether one wants to achieve increased brand awareness and confidence in their own company, offer improved services or attract new customers. Continue reading
Events and social media are made for each other. Trade fairs and other events are still the most important places to exchange information, demonstrate new products and share with others personally and, for several years now, digitally as well. Presentations, exhibits and meetings provide great content to pass along and distribute digitally on the internet.
This has a direct impact on the communication before, during and after an event. Participation in the social web can be quite a critical success factor, especially when it comes to events that attract a lot of social media-savvy participants. Continue reading