Post on 16-Apr-2017
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Digital
Exhibitions in the age of digitization
Stephan Peyer,
September 2016
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Whatever you think or feel …
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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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As an organiser of events, there are various starting pointswe can proceed from
Improving customer retention (quality of the experience, simplicity, etc.)
Boosting efficiency (cost effect, productivity)
Increasing sales (including new marketing formats / services)
Developing new business models on the basis of our “market capital”
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Lass uns das Dach flicken, solange die Sonne scheint!
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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 journey?
LEAD MANAGEMENT
MA
TC
HM
AK
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Dig
ita
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am
pa
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DEALER DAY
White Label App
eS
ho
pInternational roll-out
Popup Store
Push notification
RESEARCH LAB
RFP platform
an
alo
gd
igita
l
Loyalty programs
DirectoriesC
on
ten
t P
ort
al
personalizedNEWSLETTER
Fa
ce
bo
ok
YouTube
DATA
SOCIAL
CLOUD
MOBILE
consulting
Awareness Consideration Purchase Service Loyalty Expansion
Personalized website
BLOG
PODCAST
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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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