visitor marketing generate more qualified business contacts...generate more qualified business...
TRANSCRIPT
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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
Division SYSTEM
Sandra Maier
Head of Division
+49 (0)89 949 281 55
Division CONSULT
Daniel Gundelach
Head of Division
+49 (0)89 949 283 14
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
