Post on 27-Mar-2015
Global Fairs. Global Business.
Networked for success.Trade Fairs-Platform for Lead Generation und Global BusinessApril 2013
Global Fairs. Global Business. 103/Ju – April 2013
2Deutsche Messe Networked for success
Standing out of the crowd is – and always has been – the name of the marketplace game.
Global Fairs. Global Business. 103/Ju – April 2013
3Deutsche Messe Networked for success
The “Gallery of Machines” at the Paris World Expo in 1889
Global Fairs. Global Business. 103/Ju – April 2013
4Deutsche Messe Networked for success
First EXPORT MESSE 1947 in Hannover
Global Fairs. Global Business. 103/Ju – April 2013
5Deutsche Messe Networked for success
Hannover now boasts the world’s largest exhibition complex, featuring 470,167 square meters of indoor space in 26 halls and pavilions,
Global Fairs. Global Business. 103/Ju – April 2013
6Deutsche Messe Networked for success
Role of trade fairs over the years
Customer retention / New customer acquisition
Presentation of new products, technologies and services
Platform for business startups
Image promotion / Media impact
Benchmarking
Face-to-face communication
Knowledge transfer
Marketplaces for international communication
Business development
Global Fairs. Global Business. 103/Ju – April 2013
7Deutsche Messe Networked for success
Trade fairs as a multi-purpose tool
Generate new business leads
General market orientation
Maintain existingbusiness leads
Learn aboutinnovations
Transact sales,purchasing
91%
91%
89%
86%
69%
VisitorsExhibitors
23%
41%
26%
7%
48%
Win new customers
Promoterecognition
Customer care
Present newproducts/services
Conclude sales orbusiness deals
Generate business leads• Bring together exhibitors and visitors• Create added value for both customers groups and
enhance customer retention for the exhibition• Expand knowledge base on both customer groups
Global Fairs. Global Business. 103/Ju – April 2013
8Deutsche Messe Networked for success
Internet and trade fairs considered most importantindustrial marketing tools
Own Homepage 91%
Trade fairs and exhibitions 85%
Face-to-face sales / Field service 76%
Direct mailings 61%
Events 48%
Advertising in trade journals 42%
Internet sales 41%
Public relations 39%
Source: Representative EMNID survey on behalf of AUMA involving sample of 500 companies which exhibit at trade shows, October 2012
Despite its growing significance, the Internet can never come close to delivering the USP that trade fairs do: face-to-face dialogue, which is of key importance when trying to explain and sell capital goods of complex nature!
Conclusion
Exhibiting firms consider the following to be (very) important in their B2B communications:
Global Fairs. Global Business. 103/Ju – April 2013
9Deutsche Messe Networked for success
Trend from international flagship fairs to continental flagship fairs
Deutsche Messe experience: Marketing budgets to shift away from global flagship events and towards major continental tradeshows, plus dedicated tradeshows on particular themes
GFE
CT
DT
LF
Global flagship events (GFE)
Continental tradeshows (CT)
Dedicated tradeshows (DF)
Local fairs (LF)
Global Fairs. Global Business. 103/Ju – April 2013
10Deutsche Messe Networked for success
Over 20 tradeshow venues around the world
Australien:SydneyCanberra
China:BeijingShanghaiChengduChongqingGuangzhouJinianShenzhenWuhan
Indien:MumbaiBangaloreDelhi
Russland:Moskau
Südamerika:Sao PauloCuritibaCaxias do SulPorto Alegre
Türkei:AnkaraIstanbulIzmir
VAE:Dubai
USA:Chicago
Südafrika:Johannesburg
Indonesien:Jakarta
Global Fairs. Global Business. 103/Ju – April 2013
11Deutsche Messe Networked for success
CeBIT – the one event that attracts all the relevant high-tech market players
CeBIT and HANNOVER MESSE 2013
User sectors
Energy (Energy Efficiency)
Health & Prevention
Urban Solutions/Smart Cities
Aviation
Automotive & Transportation
Technologies
Communications & Mobile Solutions
Hardware & Electronics
Intelligent Infrastructure & Networks
Cloud Computing
Skill Sourcing + Development
Brand Awareness
OpportunityManagement
PersonalNetworking
CeBIT’s strategic focus at a glance
Business Solutions + Services
Global Fairs. Global Business. 103/Ju – April 2013
12Deutsche Messe Networked for success
HANNOVER MESSE 2013The world's most important technology event
CeBIT and HANNOVER MESSE 2013
• HANNOVER MESSE is the world’s most important technology event
• In its multiple trade shows, HANNOVER MESSE bundles industry's key technologies
• It enjoys outstanding global recognition as a cross-sector showcase for technology and innovation.
• In addition to its broad exhibition scope, HANNOVER MESSE offers a high-caliber program of forums, conferences and special events
• It is the perfect stage for establishing and expanding international customer relationships.
• This is where high-ranking decision-makers from business, science, the public sector and politics meet.
Global Fairs. Global Business. 103/Ju – April 2013
13Deutsche Messe Networked for success
Effective lead generation service portfolio for maximum business success
OnlineCampaigns
GuidedTours
Visitor infosystems
Visitors
Exhibitors
Media
Researchand education
facilities
Associationsand chambersof commerce
Sectorcommunities
Governmentpolicymakers
Matchmaking
Leadgeneration
tools
Global Fairs. Global Business. 103/Ju – April 2013
14Deutsche Messe Networked for success
Global visitor database
Over 450,000 who have granted permission
to be contacted online
One third of whom arefrom outside of Germany
2.3 mill. addressesof attendees
Key asset: Database of 2.3 mill. registered and potentialtrade fair visitors from around the world
Target focus: decision-makers, industry professionals
Data can be broken down by (among other qualifiers):• country• company name• sector• area of responsibility• role in company• size of company• interests
• Multi-stage dialogue campaigns by Deutsche Messe • To encourage attendance• To promote visitor loyalty over the years• To win over new visitor target groups worldwide• For market studies and customer satisfaction assessment
Global Fairs. Global Business. 103/Ju – April 2013
15Deutsche Messe Networked for success
Visitor, matchmaking and delegate support –all from a single, on-site source
Full scope of services at one convenient place:
• Match & Meet service for business matchmaking
• Visitor relaxation and networking in the Visitors‘ Lounge and Premium Lounge
• Greeting of foreign delegations• Central point of departure for guided
tours for delegates and visitors• full range of advertising and info
services Welcome to the Information Center – the
central port of call for you and your customers!
Global Fairs. Global Business. 103/Ju – April 2013
16Deutsche Messe Networked for success
Match & Meet packagesOverview
Match & Meet RegistrationFree registration to Match & Meet affords an effective basis for optimal networking
Match & Meet OnlineLook for the right business partners yourself and establish new contacts before, during and after the trade fair
Match & Meet OnsiteArrange appointments with potential business partners and meet them on-site at the show
Match & Meet Meeting ServicesMeeting rooms and conference tables in the Match & Meet Area (IC) providing more comfort and privacy for your meetings
More information at:
www.cebit.de/en/match-meet
www.hannovermesse.de/en/match-meet
Business contacts for your clients and members
Global Fairs. Global Business. 103/Ju – April 2013
17Deutsche Messe Networked for success
Social media marketing
The essence of social media marketing: an array of web-based applications which allow the creation and exchange of user-generated content. Social relationships are forged by means of user comments, ratings and recommendations which are intrinsically linked with online content.
Objectives
• Wider reach and increased awareness
• Optimal reputation management & image boosting
• Supports efforts to turn interested parties into trade fair visitors
Measures
• Sharing of sector news and multimedia content
• Support and service
• Sweepstakes/drawings, competitions, surveys
• Constant monitoring and optimization
• Homepage inclusion of social plug-ins
Global Fairs. Global Business. 103/Ju – April 2013
18Deutsche Messe Networked for success
Excerpts from our Mission Statement
We offer tradeshows and a whole lot more.
We are a leading provider of online-based matchmaking for our customers’ target sectors.
We hold an accurate mirror to today’s markets and focus our events on emerging trends with the potential to shape the future.
We generate a significant share of our earnings outside Germany and make a positive contribution to the growth of marketing budgets around the world.
As of 2011, our profit strategies will result in consistently positive cumulative earnings over every four-year period.
We will generate maximum economic benefits for the city of Hannover and the state of Lower Saxony.