visitor marketing generate more qualified business contacts...generate more qualified business...

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Visitor marketing

Generate more qualified business contacts

02.11.2016

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Moderator

Daniel Gundelach

Head of Division Marketing & Consulting

MEPLAN GmbH

(subsidiary of Messe München)

Core competences of MEPLAN CONSULT

• Trade fair consulting

• Project support

General information

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Co-Moderator

General information

Martin von Vopelius

Assistant Fair Management

Spielwarenmesse eG

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MEPLAN GmbH

Division DESIGN

Florian Geiger

Head of Division

+49 (0)89 949 281 63

geiger@meplan.de

Division SYSTEM

Sandra Maier

Head of Division

+49 (0)89 949 281 55

maier@meplan.de

Division CONSULT

Daniel Gundelach

Head of Division

+49 (0)89 949 283 14

gundelach@meplan.de

General information

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• The importance of visitor marketing

• Visitor marketing before the trade fair

• Visitor marketing during the trade fair

Agenda

General information

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The importance of visitor marketing

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The importance of visitor marketing

• Every minute without visitor contact is expensive

• The average length of the customer visit decreases

• More and more visitors plan their visit in advance

• Differentiate yourself from your competitors

• Relevant trade fair visitors become your stand visitors

5 reasons for the importance of visitor marketing

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The importance of visitor marketing

Criteria for the visit to specific exhibitors

Source: AUMA

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Visitor marketing before the trade fair

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Visitor marketing before the trade fair

Possibilities for visitor marketing before the trade fair

Exhibitors

Invitation Announce-ment on

the website of the

exhibitor

Announce-ment in

dailycommuni-

cation

Personal invitation

Press releases

Advertise-ment

Exhibitordatabase

SocialMedia

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Visitor marketing before the trade fair

Media Services

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Visitor marketing before the trade fair

Customer invitation

Invitation vouchers

Free tickets for the Spielwarenmesse® 2017 for your customers

10 exchanged entrance passes are free

Permits

Permits entitle your customers to purchase a day pass or a permanent entrance pass and give

you the opportunity to invite your customers to your stand at no cost for you

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Visitor marketing before the trade fair

Possible target groups

• Existing customers

• Former customers

• Potential customers (e.g. key players, customers of your competitors, leads of former trade

fairs)

• Cooperation partners

• Journalists

• Suppliers

• Potential new employees

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Visitor marketing before the trade fair

Adress material

• Qualified and edited address material

• Personalized

• Differentiation according to the target groups

• Option for contacting

• Use of different sources for new contacts:

• Address broker

• Exhibitor data base

• Former and potential customers

• Joined invitation campaigns with partners

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Visitor marketing before the trade fair

Successful invitation campaign

• Timing

• Consider Bank, national holidays and holiday times

• Targeted address

• Multi-level invitation campaigns

• Cross-media invitation campaigns

• Coordinate content, design and timing of the campaign with further campaigns

• Inform everyone involved

• High quality

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Visitor marketing before the trade fair

• Event, location and date

• Hall, stand number, guidance to the stand

• Logo of company and trade fair

• Trade fair message

• Topics, products, services presented, especially innovations

• Benefits for the visitors

• Contact person including contact data

• Options to respond to the invitation

• Incentives

• Events (e.g. product presentations, speeches)

Contents of an invitation letter

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Visitor marketing before the trade fair

Effective invitation campaigns

Consider the scan path of eye movement

spark interest of recipient within 2-3 seconds

1. Name of recipient

2. Logo or picture on the page

3. Date

4. Short headline

5. Personal addressing of recipient

6.-8. Highlighted parts (highlight benefits for the recipient)

9. Signature, printed full name, job title

10. P.S. (to highlight important fact or benefit)

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Visitor marketing before the trade fair

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Visitor marketing before the trade fair

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Visitor marketing before the trade fair

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Visitor marketing before the trade fair

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Visitor marketing before the trade fair

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Visitor marketing during the trade fair

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Visitor marketing during the trade fair

Presentation of new products

PressPreview

Event on January 31, 2017; Information webinar on December 14, 2016

TrendGallery

Special area in hall 3A for new products at the fair and this year’s trends

ToyAward

Award for the best new products at the fair – free of charge

Product Launch Package

Package: Showcase for your new products in the TrendGallery,

entry in the TrendGuide, electronic press box, press box, submission to the ToyAward

Tech2Play

Special area for technological toys in hall 4A

More information:

www.spielwarenmesse.de/en/placinginnovations

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Visitor marketing during the trade fair

Advertising at the trade fair

Advertisements in the daily press play it! Daily News

Game-Experts

Invite experts unter 16 years of age to your stand

Walking Acts

Impress your visitors from the distance

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Visitor marketing during the trade fair

Advertising spaces at the trade fair

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Visitor marketing during the trade fair

Advertising spaces at the trade fair – Special activities

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Visitor marketing during the trade fair

Advertising spaces at the trade fair – Testimonial

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Visitor marketing during the trade fair

Advertising spaces at the trade fair – Use visitors

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Visitor marketing during the trade fair

Advertising spaces at the trade fair – Special activities

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Visitor marketing during the trade fair

Press

Press boxes

Press boxes in the press center east

Electronic press boxes

Press material on the Internet website

news aktuell

Targeted distribution of press releases to the daily press and trade journalists in Germany (OTS)

Online press event planner

Press events for journalists on the website and in the app – free of charge

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Further information

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• Checklists for your planning

www.spielwarenmesse.de/en/checklists

• FairGuide

www.spielwarenmesse.de/en/fairguide

• Online Service Center

www.spielwarenmesse.de/en/service

• Presentation of new products

www.spielwarenmesse.de/en/placinginnovations

Further information

Orientation guides

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Further information

Online Service Center

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AUMA_Association of the German Trade Fair Industry

Information about trade fairs in Germany and abroad, tips to assist with your trade fair

preparations and useful information on the industry (www.auma.de/en)

FAMAB Verband Direkte Wirtschaftskommunikation e.V.

German association - support in the election of the right service partner for a trade fair participation

(www.famab.de/en)

change.project gmbh

Specialised in the solutions of intercultural communication (www.change-project.de)

Xing group „Messen“

Exchange of ideas for people interested in trade fairs (www.xing.com)

m+a report

Tips, reports on experiences, market analysis, new business (www.m-averlag.com)

Trade Fairs International

Information about dynamic developments in the trade fair industry (www.trade-fairs-international.com)

FKM Gesellschaft zur Freiwilligen Kontrolle von Messe- und Ausstellungszahlen

Verified facts and figures about trade fairs (www.fkm.de)

Further information

Sources of information

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More webinars for your trade fair success

Further information

• Communication & behavior at the stand – Conversations as a success factor

09.11.2016, 10:00 a.m. CET

• Fair follow-up – After the fair, it’s “harvest time”

07.12.2016, 10:00 a.m. CET

• PressPreview – Spotlighting products in the international media

14.12.2016, 10:00 a.m. CET

More information at:

www.spielwarenmesse.de/en/webinar

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MEPLAN CONSULT

+49 (0)89 949 283 11

consult@meplan.de

www.meplan.de