That concerns the branded goods industry as much as the MICE industry. The goal must be to be present at all individual touch points of target groups in order to gather and administer marketing-relevant. The next step is to determine preferences and to select product or communicationspecific communities. A marketing strategy which forms from data collection alone would, however, be effective for a too short period of time only — it must be transformed into intelligent distribution marketing.
It is therefore not good enough to content oneself with the increase of numbers of fans on social media channels. Besides analysis and evaluation, profiling and contextual targeting of user data is essential in order to increase the marketing impact. The World Wide Web provides for this, where one can find a wealth of social media. We organise Your Success!
The additional advantage is that the programmes or apps offered there are individually usable and do not give rise to any considerable costs. So how does this process work for the meeting and congress landscape in the digital age? First it is about finding and defining the relevant target groups.
A clue is provided by the fact that the social crowd is conditioned to give assessments: Spontaneous and immediate responses through recommendations, reviews and rating are popular.
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Xing or LinkedIn are suitable platforms in order to get results in the area of business. By comparison, the large network players like Facebook, YouTube, Twitter and Google prove themselves suitable for the masses. A look at niche networks is certainly important and useful. These include for instance the dating app Tinder, the check-in app for different locations Foursquare, the app for restaurant, club and other recommendations Yelp or the app for searching specific ideas and products Pinterest. Moreover the interactive target group search supports re-targeting through the tracking process in order to approach specific users on different websites with targeted messages.
After identifying the target group, shareability becomes the basis of any event. The success of which depends increasingly on how well it manages to involve the audience. Important keywords here are target group involvement, audience involvement and evaluation. Target group involvement. This process begins with participant recruitment, where specific target groups are given the opportunity to participate actively.
Social scheduling is useful in this context: Tymefly for example enables joint scheduling of friends in social networks. Check-in and ticketing apps like Boomset as well as electronic. Audience Involvement. During the event, Sli. The attendee is therefore changing from a passive recipient to an active co-producer of an event. At the same time they must have the possibility to foster social contacts around the function. The cloudbased app Socialtables provides support in the search for friends or discussion partners. As fundamental as the interactive involvement of the audience before and during the event, is the work afterwards.
The relevant contacts for the participants must be maintained after the function — for example through invitations to post-discussions, posts of pictures and other information as well as through marketing of future events. Such a communicative supply chain is essentially the building block for intelligent marketing. It creates the conditions for permanent customer retention and therefore for long-term business success.
About webcasts, hybrid events and slave use of lecture events on the internet secondary usage of lecture content. Both live as well as on-demand webcasts. There are many participants with differing viewpoints about this debate. Full coverage of a congress with webcasts does indeed have many advantages for all:.
They bring at least one, maximum two, sometimes even three devices with them to the congress, all of which are capable of accessing content from the internet. Smartphones in particular are hardly just phones these days, but also high-quality, digital recording and playback devices for video, audio and photos.
Added to this there is a general change in media use and expectations: congress participants nowadays expect information on the lectures before, during and after the functions. In fact, they expect this exactly as they are also used to in the private environment of current news: fast, current and available at any time.
Furthermore, they must also review the contents of the lectures for colleagues or for their own study. Admittedly: Selected lectures are already being recorded from many congresses and made available in varying degrees on congress websites and in online libraries media libraries either to a restricted user circle or for free on the internet as webcasts.
But the times are past in which lecturers decide for themselves beforehand what is relevant and important for the participants who are really customers and increasingly perceive themselves as such. An increase in quality and automation in the production method of streaming-based recording has a positive effect on the pricing of webcasts. Many things, therefore, speak in favour of PCOs and congress-organising companies actively applying themselves to the question about full coverage of the congress with webcasts as well as. Our conclusion: Through the use of webcasts and offering them live and on-demand, service for the participants who are also customers of the organisers takes priority.
All modern information needs and practices of participants are served. As a professional partner we support event specialists in companies, associations and agencies in planning and organizing their supporting program for congresses, conferences or events. From a large number of modules we prepare individual shopping arrangements for our MICE guests together with you. We look forward to receiving your inquiry to traveltrade outletcity. Forward-looking German presence at IMEX From 20th to 22nd May IMEX in Frankfurt is opening its doors again to welcome an international audience of about 9, function planners, marketing managers and event managers from national and international organisations, companies and agencies from over 70 countries.
Over 3, exhibitors representing countries and regions are also expected again this year. With innovative strength into the future IMEX - incorporating Meetings made in Germany, The worldwide exhibition for incentive travel, meetings and events Dates: 20th- 22nd May Location: Messe Frankfurt, Hall 8 Exhibitors: about 3, exhibitors from over countries Website: www.
You will find an overview of the more than German exhibitors on the following pages, at www. The German stand is the largest stand at the exhibition. Conference hotels and congress centres, locations, city marketing organisations as well as event agencies and other service providers from the German conference and congress industry: With this diversity, Germany will present at IMEX In conjunction with the GCB German Convention Bureau, exhibitors will show their range of products at the German stand on just 1, square metres. A great incentive to make the issue of sustainability the focus in as well: So the catering service provider, Accente Gastronomie Service GmbH for example, uses organic,.
Two companies will therefore have the opportunity to present themselves for free at the German stand. Meetings made in Germany! Maritim Hotels offer over 40 years of experience in managing small, medium and large European or global conferences in more than 50 hotels in Germany and all over the world. Plan your tailor-made conference with Maritim from two to 5. Hansmann accor. Keller bmw-m. Glockzin bmw. Broich, g.
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KG G Caroline Rist, caroline. Silvia Kuttruff Silvia. Kuttruff stadt. Kropp dlh. Schraeger marketing. Kirsten Schneider, Schneider emg. KG Friederike Lang, friderike. KG Gerd Hoffmann , hoffmann hoffmann-events.
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Nahrgang Jumeirah. Hilbig lindner. G Karola Empt, empt muk. Straub dlh. Zwick messefrankfurt.
Bechtel Starwoodhotels. G Elke Durst, elke.
Monika Karl, mkarl zoo-leipzig. Organisers have recognised this trend and invested accordingly in the creation of mobile applications. Since conference organisers like MCI and Interplan began to create the first event apps four years ago, the number of events with their own app has been increasing steadily.
[READ] Mobi Messen mit dem Smartphone (German Edition) Audiobook Download
The first generation of apps had to show the programme of the congress and the exhibition catalogue on the mobile phone of the participant. The participants could and can thus organise their visit more efficiently than with printed event information. They access the always up-to-date programmes, department and exhibitor profiles, browse and filter them and thus create their personal schedule with just a few clicks. Apps offer exhibitors and sponsors the possibility of introducing themselves digitally and addressing interesting topics in new ways.
And organisers gain participant satisfaction in this way, save printing costs and therefore generate additional revenue. One of the biggest advantages which the first generation of apps already had over printed programmes, is the possibility of analysing user behaviour and therefore also participant preferences. So, organisers can. The range of functions of apps of the latest generation has increased considerably.
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