Messe Frankfurt GmbH’s Post

How Can Early Startup and Brands Measure Brand Awareness With Trade Fairs? Trade fairs are considered as traditional means of publicity and advertising. Trade fairs are phenomenal avenues for businesses to gain visibility and connect with new and old clients. Naturally, every business want to start seeing results on any marketing campaign they invest in, including their participation in fairs. Many of these brands especially small businesses get disappointed when there are no results yet and forget quickly that there is something called compounding effect of investments. For every carefully thought marketing efforts, there is always a return in investments. This, I can assure you. I have seen business owners who are just starting out argue about the results that comes with attending and participating in trade fairs. It is not a bad thing to want to see result immediately because of the social noise and successes of those fairs and of course our expectations. So how do you measure awareness using a non-digital campaign like trade fair? 1.The number of new persons that got to know about your brand outside the walls of your office at the fair. 2.The number of old persons that re-connected with your brand at this fair. 3.The number of persons who patronized you after the fair and those who recommended someone after the fair. 4.The leads who are looking forward to the next big thing for your brand. Interestingly, fairs are combination of visibility ,brand recognition, partnerships, deals and sales. So, it is either you are doing all in one fair or doing at least two in one fair. It is always a win-win situation. These are important factors to consider as a brand if you intend adding trade fair as your marketing or PR efforts. 1. Have a budget for your PR and marketing campaign. I sometimes wonder how a business will operate without a budget for marketing and PR campaigns. Your budget will give you an insights on what results to expect. 2. Selecting the perfect trade fair is so important when considering whether the event will be able to provide the necessary value to your business. 3. Participate in fairs that are within your niche and market. You can't just be in all fairs. 4.Rinse, strategize and Repeat. The lessons from fairs are encrypted in a way that if you don't go, you don't know. In conclusion, there is nothing like a waste investment in business when you have carefully done your due diligence and put your brand's vision in mind.

What is an exhibition? An exhibition is an event where goods and services are exhibited and demonstrated to the public. Why exhibitions? Events and exhibitions are a powerful marketing tool. They provide a platform to promote your product or service to a group that may have little or no knowledge of your services. They also offer an opportunity to meet existing and potential customers. Read on to discover further benefits of exhibitions. Existing PR opportunities Trade fairs and exhibitions are a big investment for the organisation that is staging the event. As a result, it will have a slew of marketing, advertising and promotion that accompanies it, saving you the hard work (and cost!) of contacting all those potential customers yourself. The targeted nature of niche trade show and exhibition audiences is one reason that it still often reaps greater results than any other form of marketing. Step away from the screen With all the technology and data that we have available at our finger tips these days, it can be tempting to never feel the need to leave your desk. Market research, advertising, taking and placing orders – it can all be done electronically. However, building face-to-face relationships is still an important part of business, and exhibitions provide an ideal opportunity to do this. People still like to meet people that they do business with, build up trust and develop relationships. Events and exhibitions create the perfect opportunity to introduce yourself, your company and your business ideas to people you may never have thought of reaching out to before. Don’t just sell, learn too Some businesses see trade fairs and exhibitions as solely about the promotion and selling of their products and services. But there are also great opportunities to learn at exhibitions, and savvy businesses make the most of this too. Exhibitions are a great opportunity to check out the competition – who else is doing what you’re doing? Are they doing it as well? Could you do it any better? Many exhibitions also offer relevant seminars. If there are topics that could inform your business, go along and see what you can learn. Don’t forget the general people watching too. Just being present at an industry trade show is a great way of informally taking the pulse of the market, especially if you attend regularly and can compare year-on-year. Of course, an exhibition will be most successful if an organisation is well prepared, has good promotional materials, and an eye-catching stand. we offer everything around events and are proud to be working with Lely for their events and exhibitions #events #show #tradefair #signage #retail #exhibitions #promotional

Trade Fair season is just around the corner and it is time to prepare. Do you have your branded apparel, tablecloth and signage ready? What else do you need? Promotional items! Promotional items play a pivotal role in enhancing brand visibility and leaving a lasting impression, making them indispensable assets for businesses participating in trade fairs. These events provide a unique platform for networking, product showcasing, and forging valuable connections with potential clients. Strategically using promotional items at trade fairs can significantly amplify a company's impact. Trade fair attendees are inundated with information, making it essential for businesses to stand out. Thoughtfully chosen promotional items, such as branded pens, tote bags, or tech gadgets, not only serve as tangible reminders of a company but also create a positive association with the brand. These items act as effective conversation starters, facilitating engagement and fostering brand recall long after the event concludes. Additionally, promotional items contribute to the overall ambiance of a trade fair booth, transforming it into an inviting space that attracts foot traffic. Offering these items as giveaways or incentives can also encourage prospective clients to engage in meaningful conversations, providing businesses with opportunities to showcase their products or services. In a competitive business landscape, the right promotional items differentiate a brand and contribute to a memorable trade fair experience. Companies can leverage the events to strengthen relationships, generate leads, and enhance brand loyalty. By investing in high-quality, relevant promotional items, businesses can make a lasting impact at trade fairs, ensuring that their brand remains at the forefront of potential clients' minds long after the event has concluded.

Strategic Fusion: How E-Marketing Enhances Trade Show Impact Participation in trade fairs is one of the key components of marketing budgets. It represents an investment of time, money, and effort, requiring a strategic approach during the fair and beyond. Actions related to participating in industry trade shows can also play a significant role in the e-marketing strategy for entities in the meetings and events sector. The digital nature of the content means that the effort and time invested in creating and distributing it will yield benefits not only in the short term but also for many months or even years after the event concludes. Article credit https://lnkd.in/dR8Htujh

Are trade fairs impacting our online brand awareness? In a business environment where larger and larger percentages of our marketing & communication budgets are being used online, both BTB & BTC. Some of my analysis has thrown up a few oddities in the online reaction to something as old-fashioned as a consumer show or business trade fair. It is not unusual for companies and brands to post on their relevant social media platforms (FB, Instagram, Linkedln, etc.) about their attendance at an upcoming consumer show or trade fair. Naturally, these posts, newsletters, etc. are very much aimed at encouraging attendance at the trade fair and of course, the company stand area. They are not necessarily aimed at increasing our brand awareness on our digital platforms such as websites, online stores, or social media. I have studied some online reactions to multiple Trade fairs and consumer shows around Europe & North America, that I have contributed to, advised on, or have been responsible for. These reactions may not be shocking but still throw up some quite interesting points; as follows ·        Huge peaks in hits on brand websites compared to the average traffic (post both BTB & BTC fairs) ·        Multiple page visits on brand websites compared to the normal few popular pages (post both BTB & BTC fairs) ·        A significant Increase in the number of followers & reactions on social media (post BTC fairs) ·        Jump in sales via internal and external online stores (post BTC fairs) ·        Increased LinkedIn activity around the company page, employee profiles, and articles. (post bTB fairs) As mentioned, this may not come as a shock to many, but in relation to our marketing budgets, we are nearly all making substantial investments online whether it is Google or Meta ads or SEO optimisation, etc. I think we all tend to put all our eggs in one basket. A better combination of off & online communication and marketing resources could have an interesting effect on online brand awareness.   Your thoughts, comments, and suggestions are as always very welcome!  #brandawareness #marketing #communication #tradefairs #consumershows #messe #digital #online

✨ Develop a communication plan for a trade fair! ✨ To develop a communication plan for any product and service, we need to start with the most basic things: - What products and services do we offer? - Who is the target customer? - Points of intersection between us and them - Develop a strategy - Build evaluation tools When it comes to products and services, not all salespeople or marketers understand the products they are selling. Understanding the product, its benefits, and believing in it; if you believe in the product you are selling, you already have a 50% chance of successfully selling that product. Understanding the product includes many things: core value, added value, actual usage, experience, accompanying services... For a trade fair, understanding the fair means understanding the industry that the fair is targeting. For example, in the fan industry in Vietnam, you should understand what a fan is, how it operates, investment costs, where fans are installed, why it's a fan, government support policies, agreements, the fan market, why it's a fan... 1. Identify the target customers Analyzing target customers: 👉 Customer groups: Identify the customer groups you want to reach (e.g., manufacturing businesses, construction contractors, government agencies). 👉 Customer needs and desires: Understand the specific needs of each customer group and how your product meets those needs. 2. Points of intersection between you and customers Identify points of intersection: 👉 Communication channels: Choose appropriate communication channels to reach customers (e.g., social media, email marketing, online advertising). 👉 Communication message: Develop a clear, engaging, and relevant message for each customer group. 👉 Interactive activities: Organize interactive activities at the fair such as product demos, seminars, prize-winning games. 3. Detailed planning Specific action plan: 👉 Schedule: Create a detailed schedule for each communication activity before, during, and after the fair. 👉 Budget: Budget for each item in the communication plan. 👉 Measure effectiveness: Set key performance indicators (KPIs) to evaluate the success of the campaign. 4. Adjust and optimize Monitor feedback: Continuously monitor feedback from customers and adjust the plan if necessary. 5. Campaign optimization: Based on measurement results, optimize communication activities to achieve the highest effectiveness. I will write a detailed article on how to plan for a specific trade fair. Please feel free to refer and give feedback. 🍀

4 reasons why an exhibition stand should be part of your marketing strategy Countless exhibitions and trade shows happen in the UK each year, and there’s one for almost every type of business. Attending an exhibition with an eye-catching exhibition stand is a smart move and can accelerate your marketing strategy - 1. It will fast-track your connection with customers 2. It will help you stand out among the competition 3. You can tick many marketing boxes in one hit 4. You can gather valuable customer data So, if you’re thinking about whether you should invest in one, this article will explain precisely why an exhibition stand should be integral to your marketing strategy - https://lnkd.in/ePTVU__v #eventprofs #tradeshows #exhibitions #exhibitionstands #marketingstrategy #businessdevelopment

I like exhibition marketers, I married one, so I realise this will look like a put up job, but really she hasn’t paid me to post this! All marketers have to deal with a lot of pressure it’s true, but exhibition marketers take it to the next level. There’s no hiding inside the metrics, no potential to run out the year in a brand campaign, end of the day if the visitors don’t turn up the exhibitors won’t come back. They have to all be generalists, being able to jump on any channel instantly, and not just their own, but each exhibitor will act as a partner marketer in some fashion and will likely need managing. Just imagine it, 12 months work boiling down to a 2 or 3 day culmination, where you’re hoping sometimes upwards of 100k visitors attend. Add to this, these aren’t always the sexiest of events. Not to cast any event down but it’s got to be tricky to write sexy copy about the World Of Concrete expo… Long and short of it, I have upmost respect for event marketers, so if you’re event marketer looking for a shift give me a shout, we may have a role available. (Unless you work for my wife, she wouldn’t forgive me!) - Yep, think I covered myself there… PS - I used World of Concrete as my example, but would love to hear other shows you guys have had to come up with copy for - please throw them in the comments! 

Are you investing in a stand at a trade show or exhibition this year? It's a large investment to make and takes time and resource to organise and attend, so we've shared some helpful tips for creating a standout exhibition stand 💥 From setting objectives to leveraging cutting-edge tech, integrating sustainability and measuring success. With a career spanning event planning and marketing always happy to have a chat and offer some advice myself, so please do reach out with any questions as I know it can often feel quite overwhelming knowing where to start and how to prioritise tasks. https://lnkd.in/evcZiRuQ