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UFI Marketing Award 2009 Winner - Messe Frankfurt - Paperworld
 

UFI Marketing Award 2009 Winner - Messe Frankfurt - Paperworld

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UFI Marketing Award 2009 – Paperworld Insider Program ...

UFI Marketing Award 2009 – Paperworld Insider Program
By: Ania Virginia Kleinbichler, Director Visitor Marketing,
and Michael Reichhold, Project Director Paperworld, Messe Frankfurt, Frankfurt, Germany

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    UFI Marketing Award 2009 Winner - Messe Frankfurt - Paperworld UFI Marketing Award 2009 Winner - Messe Frankfurt - Paperworld Presentation Transcript

    • Paperworld Insider A benefit program for successful customer retention UFI-Award “Best Marketing Activity of the Year” Michael Reichhold – Director Paperworld Ania-Virginia Kleinbichler – Director Visitor Marketing
    • Paperworld 2009 Leading International Trade Fair for Paper, Office Supplies and Stationery Visitors national Visitors international High internationality on visitor and exhibitor side: 54 46 - Approx. 44.000 trade visitors from 156 countries Exhibitors national - 2.054 exhibitors from 60 countries 22 Exhibitors international - Top 6 visitor countries: Germany, Italy, France, 78 Great Britain, Netherlands, Greece Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 2
    • Visitor structure Paperworld 2009 Retail (small and medium special dealer) 18 Retail (small and medium special dealer) 18 Retail (chain stores) 7 Retail (chain stores) 7 Department store (product specialized) 1 Department store (product specialized) 1 Department store (general) Department store (general) 1 1 Retail trade: 32% Consumer market 1 Consumer market 1 Mail order 4 Mail order 4 Wholesale 16 Wholesale 16 Trade brokerage Trade brokerage 4 4 Wholesale Foreign trade 4 Foreign trade: 24% Foreign trade 4 Industrial/grafic Design 4 Industrial/grafic Design 4 Advertising/Event Agency 3 Advertising/Event Agency 3 Services: 16% Press/Media/Publisher 3 Press/Media/Publisher 3 Other services 6 Other services 6 Industry 14 Industry 14 Handcraft 2 Handcraft 2 Others 12 Others 12 Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 3
    • Objectives Prevent visitor movement to regional trade fairs / strengthen loyalty among retailers with up to 10 employees Competitive positioning of the Paperworld as THE leading trade fair for paper, office supplies and stationary Positive and continuous trade press coverage through media cooperation Attract exhibitor’s notice to the special retailers Establish partnering models with exhibitors to deepen exhibitor relation and to refinance marketing expenses Develop a retailer benefit program for successful customer retention Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 4
    • Media Presentation Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 5
    • Program key benefits Fair entrance “Welcome-package” Access to the at no charge including online platform including free use of voucher-booklet “www.paperworld- local public transport insider.com” Entrance to the Personal contact “Insider-Lounge” person, on the Fair catalogue with free catering fairground and via „Insider-Hotline“ Incentives for visitor motivation and behavioural stimulation Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 6
    • Program concept & functionality Paperworld Insider 2009 1. Canvassing participants - personalized invitation - personalized invitation from Messe Frankfurt from exhibitor 2. Registration & Communication - online via www.paperworld-insider.com - fax - personal phone support 5. Post event communication - 3-level email - “thank-you-email” including online survey - ongoing program- Benefit program for communication to German retailers with 3. Starter-package activate “Insiders” for 2010 up to 10 employees - personalized club card - voucher booklet 4. Event activities - insider lounge area - welcome package - fringe program - personal support Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 7
    • Marketing communication modules 1. Canvassing participants step 1 step 2 reminder Offline Online 1A) 3-level postal mailing 1B) personal invitation customer activation promotion package 2. Registration 3. Starter package www.paperworld-insider.com voucher booklet & club card Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 8
    • Marketing communication modules 4. Communication 5. Event activities 3-level email communication prize draw welcome personal insider daily for registered customers online game in 3 steps package support lounge area insider news 6. Post event communication 7. Media Cooperation 8. Partnering model email survey program communication penetrate online platform enlarge visitor regarding 2010 & deepen brand awareness contact base Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 9
    • Partnering model Platinum partnership Gold partnership .... Platinum package is limited to Gold package as a less expensive privileged premium partners possibility to participate - Partner’s company logo included in all - Partner’s company logo included in Paperworld Insider communication website, sponsoring-board, fair activities catalogue etc. - Personal mailing invitation sent out to - Personal mailing invitation limited to 500 partner’s customer data-base customers of partner’s customer data- - Special “Insider Promotion Package” base provided - Special “Insider Promotion Package” provided High involvement of exhibitors is one of the key success drivers Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 10
    • Results Paperworld Insider* - Program participants: > 3.000 in the first year - Target group allocation: 55% regular visitors, 28% irregular, 17% new visitors - Visitor growth within the target group: +15% Visitor Development German Retailers -20% -20% -20% +15% 05 06 07 08 09 - Market coverage (retailers up to 10 employees): approx. 30 % *Source: Market research MF Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 11
    • Results Paperworld Insider* - Brand awareness: 65% - Program satisfaction of participants: 98% - Intention to visit Paperworld 2010: 95% - Very positive feedback from exhibitors, associations and media to support the program Visitor statement Partner statement Walter Heffner, stationary retailer HSM, Stefan Schraff, Head of Marketing from Mannheim „Paperworld Insider is a competent „Without the program we wouldn‘t improvement of Messe Frankfurt‘s have come to Frankfurt. But the services. It is not only a tailor-made Insider-Lounge as a central point of preparation for the fair visit but also a contact and the personal, comprehensive service during the show. comprehensive services convinced We support the program and we us.“ are sure that its success will continue”. *Source: Market research MF Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 12
    • Perspective 2010 Further development of the program – Increase partner involvement – Develop new and additional offers & content – Win over new participants – Re-activate and retain participants – Offer the program to foreign visitors (will be applied for Austria in 2010) – Adapt the program to other Messe Frankfurt fairs Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 13
    • Perspective 2010 Insider Program adapted to Heimtextil 2010 – Target group: German interior decorators – PW Insider’s communication key elements adapted according to Heimtextil target group – 2.000 participants expected – Realizing synergy effects in organization an production between Paperworld and Heimtextil Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 14
    • Questions? Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 15
    • Thank you for your attention! Paperworld Insider | Messe Frankfurt – Visitor Marketing | 2009 16