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

1. 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

2. 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
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3. 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
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4. 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
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5. Media Presentation
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. 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
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15. Questions?
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16. Thank you
for your attention!
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