Digital trade fair marketing provides the platform for connecting real and digital worlds

Blogger: Henric Uherek, Coordinator Messe Frankfurt Trade fairs are increasingly connecting the digital and the real world. Henric Uherek, Coordinator Messe Frankfurt, explains the challenges that this development poses for exhibitors and trade fair organizers and what’s up next for digital trade fair marketing in 2017 and beyond. Artificial intelligence, big data and automation – many exciting technologies continued to develop rapidly in 2016. Which digital marketing trends do you foresee for 2 [...]

By | 2017-12-07T10:34:35+00:00 February 14th, 2017|All, Best Practices, Digital Innovation, Europe, Exhibition Marketing|0 Comments

5 trends to watch in 2017

Blogger: Kai Hattendorf, UFI Managing Director As in previous years, we used the time around the UFI Global Congress to identify the core themes that the UFI team feels will impact the global exhibition industry in 2017. So today, let me share with you “UFI’s 5 trends to watch in 2017”: 1. Growing uncertainties In recent months, we have seen a UK vote on Brexit, a failed coup in Turkey, growing tensions between Russia and the West, and a US presidential election that shows a deeply divided count [...]

Social media & trade fairs – a perfect match

Blogger: Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events*. * like the Heimtextil trade fair, or the relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? [...]

By | 2018-01-23T10:37:30+00:00 September 22nd, 2016|All, Best Practices, Digital Innovation, Europe, Exhibition Marketing|0 Comments

Social Media – A lonely profession?

I recently attended Quadriga University's 9th Conference Social Media - Social Media as a Mindset in Berlin where professional social media users met and exchanged! The paradox is, while we live and breathe social media every day to connect virtually with friends and peers around the world, working within social media can actually be a lonely profession. Most companies do not have the luxury to employ multiple community managers and so often have just one dedicated staff member to drive the comp [...]

By | 2018-01-19T14:42:04+00:00 September 16th, 2016|All, Digital Innovation, Exhibition Marketing|0 Comments

Pre-UFI Congress Interview with Jimé Essink, UBM Asia

Blogger: Stephanie Selesnick, President of International Trade Information, Inc. Digitize is a verb. According to dictionary.com, it means: 1. to convert (data) to digital form for use in a computer; 2. to convert (analogous physical measurements) to digital form. In this case, the digitalization we’re talking about is the unlikely pairing of one of the top two exhibition companies in the world with the largest online retailer in China. In other words, it’s taking analog (face-to-face events) an [...]

By | 2017-12-10T11:55:26+00:00 September 14th, 2016|All, Digital Innovation, Exhibition Industry|0 Comments

How exhibitions engage with people online and what the millennials expect of them

Blogger: Christoph Spangenberg, Corporate Communications, MCH Group Every brand can become a love brand online. What companies have to do to achieve this and what the millennials expect of exhibitions was explained by marketing expert Huib van Bockel and behavioural scientist Tessa van Asselt at the UFI Open Seminar in Basel. The theme of this year's meeting for the exhibition sector: The Challenge of Change. How do companies reach potential customers in the Internet? How do they develop a loyal [...]

Big data to drive business development

Blogger: Ahad Merchant, Vice President – M&A at ABEC Exhibition & Conferences (ITE Group) One of the most significant points of evolution in the modern data landscape is the inexorable transition of a centralized model of data management to a decentralized, distributed one. Big data offers some of the greatest opportunities for innovation in the new digital world but also presents challenges for the exhibition industry. There is huge potential for data analytics to completely revolutioni [...]

By | 2017-12-10T13:39:57+00:00 June 9th, 2016|All, Digital Innovation, Topics|0 Comments

What Does a ‘Smart’ Venue Look Like?

Blogger: Jason Popp, Executive Vice President, International – GES Over the past few years, keeping up with trends in technology has become more important for event planners than ever. Venues love to throw around the term “smart,” but a smart venue is more than a Wi-Fi router and a few references to the cloud. Truly smart venues give participants opportunities to try new experiences and make engagement simpler and more effective for presenters and exhibitors. It’s up to event planners to maximiz [...]

Investing in Change

Blogger: Kai Hattendorf, UFI Managing Director At UFI, we always start off the year with the Global CEO Summit, an invitation-only event for the global leaders of our industry. This year in Munich, two sessions stood out to me, as their themes aligned in an unexpected way: On the one hand, private equity was on stage, discussing their case of investing in the exhibition business. On the other hand, the two biggest players of our industry shared their perspectives on how they respond to the chall [...]

Trade fair marketing remains popular and is becoming increasingly digital!

  Blogger: Klaus Reinke is Chief of Corporate Strategy & Organisation and a member of Messe Frankfurt's management team. Digitalization not only forces companies to rethink their production processes, technology and IT, but rather consists of developing a comprehensive strategy for digital business transformation. The same applies to the increasingly digital marketing world and marketing activities related to trade fairs. With its "Digital Business Transformation" study, Messe Frankfurt [...]

By | 2017-12-07T11:41:10+00:00 February 8th, 2016|All, Digital Innovation, Europe|0 Comments