Exhibitions in the age of digitization

Copyright by MCH Group 2016

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Digital

Exhibitions in the age of digitization

Stephan Peyer,

June 2016


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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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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 service journey?

LEAD MANAGEMENT

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HM

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Dig

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DEALER DAY

White Label App

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ho

pInternational roll-out

Popup Store

Push notification

RESEARCH LAB

RFP platform

an

alo

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Loyalty programs

DirectoriesC

on

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personalized

NEWSLETTER

LinkedIn

Facebook

Instagram

YouTube

DATA

SOCIALCLOUD

MOBILE

consulting

Awareness Consideration Purchase Service Loyalty Expansion

Personalized website


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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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Exhibitions in the age of digitization

Marketing