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Il potere delle fiere nell'era digitale

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Il potere delle fiere nell'era digitale

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21 settembre 2016, Stephan Peyer, direttore sviluppo di MCH Group, è stato protagonista del quindicesimo appuntamento di Exhibitionist, ciclo di incontri tra innovatori di fiere ed eventi organizzato da Fondazione Fiera Milano con la collaborazione di Regione Lombardia, Camera di Commercio e Meet The Media Guru.

21 settembre 2016, Stephan Peyer, direttore sviluppo di MCH Group, è stato protagonista del quindicesimo appuntamento di Exhibitionist, ciclo di incontri tra innovatori di fiere ed eventi organizzato da Fondazione Fiera Milano con la collaborazione di Regione Lombardia, Camera di Commercio e Meet The Media Guru.

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Il potere delle fiere nell'era digitale

  1. 1. Copyright by MCH Group 2016 1 Digital Exhibitions in the age of digitization Stephan Peyer, September 2016
  2. 2. Copyright by MCH Group 2016 2 Whatever you think or feel …
  3. 3. Copyright by MCH Group 2016 3 … this ISN’T just even more hype!
  4. 4. Copyright by MCH Group 2016 4 This is what our exhibitors’ marketing world looks like today!
  5. 5. Copyright by MCH Group 2016 5 Should we take the time to consider matters and have a rethink …?
  6. 6. Copyright by MCH Group 2016 6 … to make sure that we don‘t suddenly end up following the 'Kodak' route?  The digital world is exerting continued pressure on exhibitions/events (erosion, "white cliff") and threatening their (profitable) survival over the medium to long term..  Our customer companies are breaking out of their marketing strategies to date and looking for new (sales) routes and formats AND there are an increasing number of these on offer!
  7. 7. Copyright by MCH Group 2016 7 As an organiser of events, there are various starting points we can proceed from Improving customer retention (quality of the experience, simplicity, etc.) Boosting efficiency (cost effect, productivity) Increasing sales (including new marketing formats / services) Developing new business models on the basis of our “market capital”
  8. 8. Copyright by MCH Group 2016 8 Lass uns das Dach flicken, solange die Sonne scheint!
  9. 9. Copyright by MCH Group 2016 9 We would be well-advised to (finally) break out of our tunnel vision!
  10. 10. Copyright by MCH Group 2016 10 … and see ourselves as part of a bigger whole!
  11. 11. Copyright by MCH Group 2016 11
  12. 12. Copyright by MCH Group 2016 12 Using our data capital we can harness the technical developments to penetrate new market areas – live & digital!
  13. 13. Copyright by MCH Group 2016 13 The future lies in hybrid benefit models and new ecosystems – live & digital!
  14. 14. Copyright by MCH Group 2016 14 On the product side, the industry should thus urgently focus on …  … working on the relevance of its platforms for the different sectors – both "live and digital" (… analogue?);  … further boosting the attractiveness (experience value) of these platforms;  … honing its content-producing capabilities, because the motto of the future is "content is king“ – well- marketed, attractive and triggering action; … and always start with the customer!
  15. 15. Copyright by MCH Group 2016 15 This is what our exhibitors’ marketing world looks like today!
  16. 16. Copyright by MCH Group 2016 16 Who says that we can‘t come up with additional marketing offers in the course of the customer journey? LEAD MANAGEMENT MATCHMAKING Digital campaigns DEALER DAY White Label App eShop International roll-out Popup Store Push notification RESEARCH LAB RFP platform analogdigital Loyalty programs DirectoriesContentPortal personalized NEWSLETTER LinkedIn Facebook Instagram YouTube DATA SOCIAL CLOUD MOBILE consulting Awareness Consideration Purchase Service Loyalty Expansion Personalized website BLOG PODCAST
  17. 17. Copyright by MCH Group 2016 17 Key take-out of the day There is no "one size fits all” solution, we will have to go industry by industry We can create more value and consequently strengthen our competitive position We are not a start-up, we therefore have to transform – and that is difficult and painful # 1 # 2 # 3

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