Visitor marketing Generate more qualified business contacts 02.11.2016 1
General information Moderator Daniel Gundelach Head of Division Marketing & Consulting MEPLAN GmbH (subsidiary of Messe München) Core competences of MEPLAN CONSULT Trade fair consulting Project support 2
General information Co-Moderator Martin von Vopelius Assistant Fair Management Spielwarenmesse eg 3
General information 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 4
General information Agenda The importance of visitor marketing Visitor marketing before the trade fair Visitor marketing during the trade fair 5
The importance of visitor marketing 6
The importance of visitor marketing 5 reasons for 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 7
The importance of visitor marketing Criteria for the visit to specific exhibitors Source: AUMA 8
Visitor marketing before the trade fair 9
Visitor marketing before the trade fair Possibilities for visitor marketing before the trade fair Social Media Invitation Announcement on the website of the exhibitor Exhibitor database Exhibitors Announcement in daily communication Advertisement Press releases Personal invitation 10
Visitor marketing before the trade fair Media Services 11
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 12
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 13
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 14
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 15
Visitor marketing before the trade fair Contents of an invitation letter 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) 16
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) 17
Visitor marketing before the trade fair 18
Visitor marketing before the trade fair 19
Visitor marketing before the trade fair 20
Visitor marketing before the trade fair 21
Visitor marketing before the trade fair 22
Visitor marketing during the trade fair 23
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 24
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 25
Visitor marketing during the trade fair Advertising spaces at the trade fair 26
Visitor marketing during the trade fair Advertising spaces at the trade fair Special activities 27
Visitor marketing during the trade fair Advertising spaces at the trade fair Testimonial 28
Visitor marketing during the trade fair Advertising spaces at the trade fair Use visitors 29
Visitor marketing during the trade fair Advertising spaces at the trade fair Special activities 30
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 31
Further information 32
Further information Orientation guides 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 33
Further information Online Service Center 34
Further information Sources of information 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) 35
Further information More webinars for your trade fair success 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 36
MEPLAN CONSULT +49 (0)89 949 283 11 consult@meplan.de www.meplan.de 37