Tag Archives: Trade fair marketing

Third Global Exhibitions Day starts on June 6

In its third year Global Exhibitions Day (#GED18) will take place on June 6. It is the largest awareness campaign for the exhibition and events industry and aims to highlight the impact of the sector on economic growth in cities, regions and countries. UFI, the Global Association of the Exhibition Industry, is pushing activities to put the global economic benefits but also the career opportunities in this industry center stage.

Continue reading

Perfect business matching using big data

Messe Frankfurt works to bring the right people together in the right place at the right time. With its various business matching offers, the trade fair company makes sure the right people meet up at its various events. We spoke with Coordinator of Web Solutions at Messe Frankfurt Digital Services, Henric Uherek, about what the trade fair organiser offers its customers in terms of business matching, what advantages this has, and what role big data plays. Continue reading

New online search for exploratory browsing in the product worlds of trade fairs

This past week, Messe Frankfurt launched completely revised exhibitor and product searches for its event websites. The new features particularly include possibilities for exploratory product-oriented searches. In addition to this, users will be shown an inspiring presentation of the online search results with a Pinterest-like tile look. The modern display of search results benefits exhibitors by providing them with much higher visibility.

The new search features are already available for the Christmasworld, Creativeworld  and Paperworld trade fairs. Starting in October, the search will also be activated for the Heimtextil fair and the other trade fair websites will follow step by step.

Due to the importance of search features on the websites of event organizers, we spoke with Henric Uherek, who is Coordinator of Web Solutions in Messe Frankfurt’s Digital Services unit and responsible for the future development of the exhibitor and product searches for the third largest exhibition organizer in the world.

Continue reading

Messe Frankfurt’s new website – strategy, methodology and outlook

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.

Continue reading

Corporate blogs as content marketing hubs

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.

Continue reading

Blogs, Blogger & Influencer Relations in trade fair communication

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.

Continue reading

#GED17 – successful second Global Exhibitions Day

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.

Continue reading

Hotspots for collecting and distributing content: content marketing for trade shows 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

Global trade fairs connect industries worldwide

Since the 1980s industries have been growing together worldwide as a result of globalization and digitalization. Value chains have spanned the globe as new production sites and new markets were created that no one could have dared to dream of. At the same time, suppliers and customers alike can obtain information and engage in business online at any time around the world. This development has not least affected the trade fair industry.

Continue reading

Mobile advertising: native or conventional?

In-app advertising – close to the target group

There is hardly a better way to reach your target groups right where they are than with mobile or in-app advertising. But when it comes to running ad campaigns in mobile apps, opinions vary. Several marketers still rely on conventional banners. Users, on the other hand, prefer native formats. Messe Frankfurt is achieving excellent results with mobile banner ads in its Navigator apps. Continue reading