Michael Heipel Concept & Consulting: Overview of services
Overview of Services
Michael Heipel Concept & Consulting
Consulting and Training
for Trade Show, Congress and Event Organizers –
Where Strategy Meets Technology
Push your attendance with exciting content!
Everyone talks about inbound marketing. Informative, useful or
entertaining content will raise the visibility and relevance of your
event on Google and social networks.
How do you find the right content, though? How do you tell your
story? And how do you create infographics, blogs, whitepapers or
videos without spending a fortune?
Together with your team, Michael Heipel Concept & Consulting
develops your content strategy – positioning your trade show or
conference and reaching your target audience.
Learn from case studies and make your event a success by
implementing content marketing.
What is content marketing and why is it so relevant for trade
show and congress organizers?
Content strategy: What works well? How do you present your
content? Tools for content research, curation, production and
Learn from the best conferences and trade shows – an analysis
of case studies from around the globe
How to streamline email, web, print, social media to support your
core messages and to raise your market success
Live blogging: Create added value by reporting live from your
event (pictures, video, text, social media). Outsourcing of event
blogging and social media management
Training Coaching WorkshopKeynote 3
Efficient email marketing for trade shows and
Email and newsletter marketing is still the most important tool to
market conferences and trade shows. Why are there still so
many organizers yet to tap the full potential of this channel?
How do you write better emails? What makes the recipients open
a message? What will the mobile revolution hold in store for your
email marketing? How do you grow your subscription list and
qualify your data?
Together, we‘ll analyze email campaigns for trade shows and
congresses, discuss the success factors and develop multi-level
communication campaigns. Hands-on training how to do a/b
testing of headlines, how to write and design good emails will
round up the program.
Email marketing – dos and don’ts: What kind of campaigns work
and which don‘t?
Case studies: Exceptionally good email design and success
Hands-on training: How do I write better email?
Integrated, interactive campaigns: email, landing pages and
Benchmarks: How do you know your campaign was successful?
How do you measure success?
Training Coaching WorkshopKeynote 4
Training and coaching to grow your revenues
from stand sales, sponsoring and advertising
Trade shows and conferences are multi-dimensional marketing
tools. They are the most important B2B marketing tools for many
companies. Yet, they imply substantial investments..
Off-the-shelf sales trainings do not meet the needs of event sales
staff. Customers want holistic marketing concepts rather than
Michael Heipel gets your sales team up to speed. Based on more
than 20 years of experience in managing sales teams in the trade
show and congress business, your trainer will focus on the
specifics of your business –bringing your team to top
What’s in it for me? Hitting the nail on the head with excellent
value propositions for your exhibitors
Not for me? How to handle objections and turn sceptics into
Social sales: Lead-generation via social media
Selling concepts: How to develop tailored communication
concepts for exhibitors and sponsors
Motivation- and incentive systems: How to facilitate top sales
Individual coachings and team trainings
Training Coaching Workshop 5
How apps and digital tools will make your
conferences and trade shows more interactive
and more attractive
Digital transformation affects events, too. Digital tools offer added
value for visitors, exhibitors and organizers of b2b events,
streamlining online registration, conference and trade show
preparations, networking and lead generation.
Lots of suppliers are prepared to deliver innovative services for
trade shows and conferences. But that doesn‘t make it easier to
find the right partner! Michael Heipel Concept & Consulting offers
orientation in the technology jungle of apps, systems and other
tools. He presents decision criteria to select the most appropriate
An independent technology expert, Michael will support you in
your tenders and implementations. This is how organizers can
make the most of their investments in new technology and
Case studies: How do planners use event technology to offer
added value for their customers?
What is the upsale potential of digital tools?
Market overview of solutions in the areas of registration systems,
software for lead generation and matchmaking, mobile apps.
Workshop: Determination of targets, strategy, decision criteria
and specifications for technology tenders
Training Coaching WorkshopKeynote 6
Would you buy a poorly designed car? Do you not care at all what kind
of clothes you wear? Design plays a major part when we take
purchasing decisions, consciously or sub-consciously.
Still, a lot of planners put too little emphasis on designing their
meetings and events – starting with a clear definition of objectives, the
design of the room, the timeline, the formats, interactions up to the
implementation of event technology.
Meeting Design is still a fairly young but exciting field. It aims at adding
value to meetings and events, by focussing on networking
opportunities, interaction, surprising and engaging event elements.
Training and coaching on the topic of meeting design is very
interactive. Together, we work on scenarios and develop ideas, how
meetings, conferences, trade shows and corporate events can be
designed more effectively.
How do we learn? Understanding the psychological basics
Setting targets: What makes an event successful?
Meeting design tactics – formats, techniques, technologies, design
elements that make events more attractive and more effective
Test runs of interactive formats (e.g. fishbowl, world café, audience
Training Coaching WorkshopKeynote 7
Temporary department and project management
Special situations in the trade show and congress business
require flexible and reliable management solutions. For example:
acquisitions, mergers, new projects, filling staffing gaps or
creating new business models
With comprehensive management experience at trade show and
congress organizers as well as event agencies, Michael meets
the requirements for such complex management challenges.
Detailed references will be provided upon request.
Integration of acquisitions
Setting up new trade shows / business development
Change management projects
Interim department management
Creation of structures and project teams
CoachingInterim management 8
Current projects (excerpt)
Visitor Marketing concept for a European-wide trade show organizer: Definition of visitor segments,
market and gap analysis, creation of buyer personas
Event blog blog.necom.de: Production of content (text, image, video, infographics) and content seeding
Subsidiary of publishing house Handelsblatt: Production of press releases and email marketing content
Subsidiary of Deutsche Messe AG: Strategic consulting, creation of tender documents and coordination of
tender process for website relaunch (trade show websites)
Benchmarking study „Online Registration Systems“ for trade shows for subsidiary of Deutsche Messe
HR concept for trade show organizer: How to recruit, retain and motivate staff
Sales training and individual coaching for German Agricultural Society DLG e.V.
2-day content marketing workshop for commercial cooperatives
„Management Forum is a subsidiary of the publishing group
Content marketing is of growing importance to us when promoting
our events like NEOCOM or the German Retail Congress towards
the right target groups.
Michael Heipel has set up the workshop „Content Marketing“ for our
project and marketing managers. The two days have been very
helpful to us to position the events and find the right topics for event
Our staff was thrillled to learn from many case studies from other
conferences and trade shows. We have got to know lots of tools that
will make research, production and seeding of exciting content a
walk in the park.
The two well-paced days were spent in a very interactive and
„Michael Heipel has conducted a 1-day sales training with the team of „Land and
Genuss“, our B2C fair. The focus was on defining customer benefits for our target
groups as well as learning how to lead sales conversations, handle objections and
close the deal. We started with a group training, followed by individual coachings
of our sales staff.
For me personally it was very helpful to focus on the various needs of our
customers and define unique selling points that our sales staff could use right
away in their daily sales conversations.
Michael Heipel designed the training in a very vivid, practice-oriented and
entertaining way. His vast sales experience and his authentic and motivating
coaching style helped a lot in this. We are now perfectly prepared and highly
motivated for our customer conversations!
We can fully recommend Michael Heipel as a sales trainer for trade shows,
exhibitions and events!“
DLG Service GmbH
Frankfurt am Main
„Michael was in Singapore recently to conduct the Sales Power for your
Trade Shows/ Exhibitions MasterClass Series workshop.
While I was initially uncertain about his coaching style, I was pleasantly
delighted when I managed to experience firsthand what a professional
and great trainer he is! His use of interesting examples and exciting
breakout sessions turned around what could have been another ordinary
class into a lively, immersive experience for the trainees.
I witnessed how happy the attendees were throughout his workshop! This
does not discount the fact that he carries with him a wealth of knowledge
and experience that the attendees found very relevant and useful.
His calm and composed manner also put both organisers and attendees
at ease, making him a great person to work with. I highly recommend
Michael for any of your future collaborations.“
Senior Event Producer
„Mr. Heipel knows how to get his great competence and comprehensive
professional experience in the fields of marketing and social media across in a
very lively, vivid and inspiring way. He enriches his seminars with a lots of best
practice examples and his own experience. At the same time, he adapts to the
experiences and needs of the attendees and meets their professional
„Michael is an excellent professional and I would definitely recommend him
both as a speaker and consultant.
Apart from the excellent session at Eventex 2015, he helped a lot in promoting
the event on his personal blog and Twitter. He also wrote a post-event article
on his blog. I hope to work with more people like Michael in the future!“
Event Management and
Event Technology entrepreneur
Organizer of Eventex
„With more than 1.200 participating pharmacies, LINDA is the best
know and biggest umbrella brand of independent parmacists in
In order to bring our sales team up to speed regarding our private
brands, we have staged a one day training with Michael Heipel with
the Academy of German Cooperatives ADV. Mr. Heipel has adjusted
very quickly to our specific situation.
By means of many case studies and role-playing, Mr. Heipel has
managed to highly motivate our field staff.
He is truly a marketing and sales expert.
Following up to the training, Michael Heipel has developed an
interview guide and value proposition, enabling our sales team to
better position our private brands in pharmacy retail.“
Head of Marketing
and Key Account
Curriculum Vitae Michael Heipel
Since 2014: Full-time consultant and trainer
2013-2014: MD at spring Messe Management (Deutsche Messe
group of companies). Development of corporate, HR and trade
show strategy (post-merger integration)
Since 2011: Trainer at Academy of German Cooperatives ADG,
retail marketing, social media and sales topics
2004-2012: Executive Director Marketing and Event
Management, World Association of Newspapers, ca. 50
international trade shows and conferences per year
1997-2000: Senior-Project Manager at BBDO Live. Clients e.g.
Volkswagen, Deutsche Post, Holsten. International Sponsoring-
1994-1997 and 2001-2004: Trainee program at Koelnmesse.
Product Manager for Carbon Expo, HomeTech, Dach+Wand
1988-1994: Studies of economics, master thesis about trade
Speaker at international sector events, e.g. ICCA Congress
Antalya and Leipzig, EIBTM Barcelona, IMEX Frankfurt, Eventex
Sofia, Association Congress London, International Confex
London, Who stole my audience? London, CeBIT Hannover