Transcript Internet and mobile marketing of trade fairs and exhibitions

INTERNET AND MOBILE
MARKETING OF TRADE FAIRS
AND EXHIBITIONS
21st April, 2009
Presented by:
Antti Kotaniemi, Tanja Lahtinen, Tuomas Lakanen, Tommi Nummela, Tiina Tulijoki, Janne
Pirttiniemi, Jussi Valtanen, Niina Virnala, Nina Vuorinen, Mira Väänänen
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Content
• Internet as a part of integrated
marketing communications
• Successful exhibition promotion web pages of trade fairs
• Integrating Internet marketing into
marketing communications mix
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Internet as a part of integrated
marketing communications
• Sales Promotion
• Personal Selling
• Internet
• Direct Marketing
• Public Relations
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Integrated marketing
communications
Integrating Internet marketing into
the marketing communications mix
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New communication tools
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Web-pages of trade fairs are
supposed to be
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Site for exhibitors
• Map to and of the exhibition site
• Trade fair programme
• Stand prices of trade fairs
• Contact details of the organizer
• Registration forms available for
downloading
• Feedback page
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Site for customers
• Map to and of the exhibition site
• Trade fair programme
• Ticket prices
• Contact details of the exhibitors
• Links to exhibitors’ web pages
• Feedback page
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Web-pages should have...
• Updated information before, during
and after the trade fair
• Clear visual outlook
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Examples:
www.piramk.fi/ypmessut
www.matkamessut.fi
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Examples:
Integrated marketing communications
before a trade fair
• Website address of the trade fair clearly
visible in all off-line advertisements,
timetables, programmes, brochures, TV,
radio etc.
• Media relations
• Press releases must also be available for
downloading
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Integrated marketing after a trade fair
• Advise customers/exhibitors to give
feedback via the webpage
• Press releases must also be available for
downloading
• Pictures/films of the trade fair available
online
• CD-rom of all presentations and
speeches etc. available after the trade
fair
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Mobile marketing
• The best target group for mobile marketing is
consumers under the age of 25 years
• It is against the law to operate without a permission
from the consumers
• The mobile marketing stands out from other ways of
marketing by:
–
–
–
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It is effective
It is more personal
It reaches people faster
It is interactive
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Mobile marketing of trade fairs
• Push- and pull-based
– Trade fair visitors can request for
quotations etc. from exhibitors to his/her
mobile phone
– Activating visitors to participate in a
contest
– Technology: Bluetooth, LBS (location
based), SMS, MMS
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Benefits
The best benefits can be achieved
by connecting the Internet and
mobile marketing with traditional
marketing communications
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This is the future
• Nokia N-Series; N97
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THANK YOU FOR
YOUR ATTENTION !
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