Digitalisation is transforming industries individually; the marketing of products is becoming more challenging due to an increasingly fragmented customer journey which has reached a new height of complexity. What about live marketing and its relevance for marketers? Held by Stephan Peyer, Chief Development Officer, MCH Group SA (Switzerland), at UFI Open Seminar in Basel, June 20-22 2016 www.mch-group.com

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Digital
Exhibitions in the age of digitization
Stephan Peyer,
June 2016

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This ISN’T just even more hype!

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This is what our exhibitors’ marketing world looks like today!

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Should we take the time to consider matters and have a
rethink …?

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… 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!

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We would be well-advised to (finally) break out of
our tunnel vision!

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… and see ourselves as part of a bigger whole!

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Using our data capital we can harness the technical
developments to penetrate new market areas – live &
digital!

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The future lies in hybrid benefit models and new ecosystems
– live & digital!

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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!

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This is what our exhibitors’ marketing world looks like today!

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Who says that we can‘t come up with additional marketing
offers in the course of the customer service 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
Directories
ContentPortal
personalized
NEWSLETTER
LinkedIn
Facebook
Instagram
YouTube
DATA
SOCIAL
CLOUD
MOBILE
consulting
Awareness Consideration Purchase Service Loyalty Expansion
Personalized website

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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
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