Exhibition Online Marketing (English Language)

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Positive feedback and success stories of our customers have shown us that targeted online marketing for tradeshows not only supports, but makes all the more valuable. The investment in exhibitions are …

Positive feedback and success stories of our customers have shown us that targeted online marketing for tradeshows not only supports, but makes all the more valuable. The investment in exhibitions are high, the number of visitors to the booth is an extremely important parameter, to gain the visitors’ attention. Online marketing can play an important role to increase visitors, leads and sales coming from live events.
The aim of the exhibition marketing is to attract more visitors. The focus of the campaigns is to basically enhance the attention of the intended target groups (partners, existing customers, new customers) and generate as many ticket orders and appointments as possible. Therefore social media, SEA campaigns, mailings and banner ads are used.

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  • 1. Exhibitions Online Marketing Company Department effective world Pte Ltd. Product Management 1 von 7 © effective GmbH, 02.2012
  • 2. Online Marketing for Trade Exhibitions Introduction Fairs, Tradeshows and Exhibitions Positive feedback and success stories of our customers have shown us that targeted online marketing for tradeshows not only supports, but makes all the more valuable. Online Marketing For Exhibitions Background The investment in exhibitions are high, the number of visitors to the booth is an extremely important parameter, to gain the visitors’ attention. Online marketing can play an important role to increase visitors, leads and sales coming from live events. Experts Online - Live action Should you require our assistance in China, Turkey, Singapore, France, Spain or Germany on site, please feel free to contact us. 2 von 7 © effective GmbH, 02.2012
  • 3. Online Marketing for Trade Exhibitions Objectives and KPIs Objectives KPIs Online Marketing For Exhbitions Get attention (awareness) You want to present your new products that are being exhibited at the tradeshow, and communicated but without revealing too much. Alternatively: communicate the Fair Highlights Target Audience  Existing and new customers : Visitor Analysis of the exhibition Objectives and KPIs The right audience appeal Your target audience are being informed before the visit. This often takes place well before the show, not just because of hotel and travel booking.  Existing customers, partners  Potential customers’ response Topics Communicating the theme of the show or a special theme of the exhibition and creating awareness of the issue through various communication channels prior the exhibition is encouraged. Goals  Appointments  Exhibitions Tickets  Products (news, exhibition highlights)  The company as a solution or service partners presenting the exhibition theme  Establish exhibition claim (e.g. at exhibition) Topics  Found in the internet on these topics  Ranking in search engines or hit rate (after the exhibition) Goals To compare the number of appointments booked, or orders of the exhibition tickets, between pre-and post-exhibition. Values ​for "image issues" or changes in the image (eg perception as a service provider) is not easy. Long term rather than just measuring progress "after" trade exhibition. 3 von 7 © effective GmbH, 02.2012
  • 4. Online Marketing for Trade Exhibitions Advantages More Visitor Registrations Prior to the exhibition through targeted AdWords ads on Top Positions  Intensified search on the subject / exhibition  Press - preliminary reports  Exhibition organizers also promotes exhibition and topics (reinforcing effects)  Exhibition title and company name are connected  AdWords ad in search of exhibition  More Visitor Registrations Image Boost – More Awareness Internet portal and social media - visual advertising with banners and articles for exhibition or event. Cost benefits through standardization  Defining the procedures and media used  Setup of controlled instruments  Packages on the importance of exhibitions (trade exhibitions, regional exhibitions...) Online Marketing For Exhbitions Advantages More results – positive long-term effect  Savings through one-time expense and annual usage : Microsite for fairs, recurrent major exhibitions such as Hannover fair, Cebit, ChinaPlas, ... landing pages for smaller exhibitions or local events  Building backlinks, content on permanent exhibition sites ("After the exhibition and before the exhibition") - more natural results in the context of the trade - the results are retained even on microsites, landing pages. Information Gain – Controlled Actions  Evaluation and adjustment of marketing channels (websites visitors to the exhibition, where do they come from, comparison of actual applications and booth visitors – From what channels?)  Optimization of the channels from evaluating different exhibitions 4 von 7 © effective GmbH, 02.2012
  • 5. Online Marketing für Messen Event Marketing Scheme Online Marketing For Exhbitions Project Management Exhibition Planning  Concept for Exhibition Marketing  Keywords Analysis  Plan/Quotation Banner Campaign Industrial Portals  Media Creation for Banner, Text, Videos Analysis of the Data Design Banner Visitors Tracking Code Press Feedback Content SEA Statistics Analytics Tools Social Media Scheme “Thank you for your visit“ mail Landing Page Microsite Before Event Event After Event 5 von 7 © effective GmbH, 02.2012
  • 6. Online Marketing for Trade Exhibitions Services Preparation  Briefing on key areas of the exhibition, goals, booth, target audience  Planning of Online Marketing Strategy  More ideas for defining values  Cost estimate  Defining the measurement of KPIs  Decision on use of software tools  Possible connections online vs offline, crossover marketing, QR, tablet use  Set up and use of advertising channels  Paid listings (such as Adwords)  Industry portals (company profiles, product articles, newsletters, banners (visual merchandiser)  Invitation Management: similar special giveaways for key accounts, major potential new customers a la "Dear Mr. XYZ, get your personal exhibition gift ...“  Exhibition invitiation (Newsletter)  Social Media (specifically LinkedIn, Xing for target groups, Facebook, Google+, Youtube, Twitter, and much more public attention)  Online destination (microsite, website, special exhibition landing page(s), all online activities are conducted to the microsite or landing page(s) Controlling  Setup of measurement, documentation (website analytics, tracking)  Online Marketing provided with tracking code Task before the exhibition  Booking of channels, advertising space  Monitoring of paid ads  Sending of newsletters  Care of the microsite, landing page  Turning on of banners, banner placement changes  Data Collection Online Marketing For Exhbitions Services During the exhibition  Evaluation of the exhibition results (number of applications compared with visits.)  Recommendations for the next measuring After the exhibition  Conversion of the microsite  Thank you for visiting  Photos gallery from the exhibition  Announcement of the next exhibition  Newsletter to follow (Thank you mail)  Social Media content 6 von 7 © effective GmbH, 02.2012
  • 7. Contact Copyright Rozita Ahmad Managing Director Text: Design: ©2012 effective world Pte. Ltd. 25 International Business Park #04-101 German Centre, 609916, Singapore This presentation is copyright of the effective GmbH. Any use of content, or concepts within, may only take place with express written consent from effective GmbH. Phone +65 6665 1925 Mobile +65 9029 0544 Fax +65 6566 8741 rozita.ahmad@effective-world.com effective GmbH Maria Schweiger, effective GmbH effective world |effective GmbH Online Marketing For Exhbitions Contact Copyright Bu sunumun telif hakkı effective GmbH’ye aittir. İçerik ve konseptler, ancak effective GmbH’nin yazılı izni ile kullanılabilir. Cette présentation Powerpoint est la propriété d´effective GmbH et est exclusivement destinée à la présentation. Le contenu ainsi que les idées et concepts cités dans cette présentation ne peuvent être utilisés qu´avec le consentement préalable et écrit de la société effective GmbH. Diese Präsentation ist geistiges Eigentum der effective GmbH. Jede Verwendung des gesamten Textes oder die Verwendung von Teilen der Konzeption oder der Ideen kann nur mit schriftlichem Einverständnis der effective GmbH erfolgen. 翼帆企业营销策划(上海)有限公司是该文件中所有页面 设计、页面内容的著作权人;文档中所引用的图片部分 来自于商业图库或个人相册,仅限于本文件演示用途。 未经本公司授权,任何个人或者组织不得抄袭、转载、 摘编、修改本文件内容;本公司与他人另有协议或法律 另有规定的除外。 7 von 7 © effective GmbH, 02.2012