Succesfull marketing strategy for fairs

Trade shows are increasingly becoming an integral part of the complete marketing strategy, where a trade show was often seen as an end in itself. Decorating an exhibition stand with visual content, such as 3D animations and films, used to be separate from other expressions and was often only used at the exhibition. Now it merges much more and more and more is communicated from campaigns. This is good for the recognisability of the brand and the products and services that must be presented in the best possible way at a trade fair.

The target group now sees more impactful visual content at multiple moments before, during and after the exhibition and on multiple channels. This ensures that the communication message comes across more strongly and thus the success of trade fairs is enhanced. A good example of how you can do that as a company is the approach of our customer Brink Climate Systems. Together with Brink we worked on a successful campaign, in which the exhibition: the ISH in Frankfurt was the most important moment.

Cooperative development

Wendy Wind, International Marketing Manager at Brink Climate Systems: “We developed a visual marketing strategy for the ISH in Frankfurt. Together with C4Real, we asked ourselves what we want to achieve, how we are going to do that and what we need to achieve it. From the first brainstorm to the last details, we had the same goal in mind: to make an impact. It is certainly valuable in this case to apply visual content, because moving images do very well at trade fairs. This way you attract the attention of the visitor and you quickly show how distinctive you are as a company. We want that, we want to be seen.”

Brink attracted a large audience by using a large, huge screen, on which the general film was shown in which the Brink lady, recognizable to the target group, 'lured' visitors to the stand. Other screens on the exhibition stand, which were aimed at showing 3D animations about Brink products, were followed up to show interested parties why they should choose Brink.

Part of the total picture

Of course, being present at a trade fair is only a means. It is a way to get in touch with the target group and make an impact. But the overall marketing strategy plan is much broader than just the stock market. That is why Brink and C4Real also think about the overarching strategy together, so that everything is right. For example, by inviting customers and prospects prior to the fair and by warming them up for the fair. By using the visual elements from the exhibition films, the message is already loaded.

Because the re-use of the visual content has also been considered, Brink still benefits from the expressions made after the fairs. Wendy Wind: “Different versions of the films and animations such as trailers have been made. We use these on our YouTube channel, on our website and we will also use the stills of the film later. In this way we ensure that our message sticks better through the power of repetition. Moreover, it benefits our brand awareness by implementing this form of branding on various channels. It's all part of our visual marketing strategy.”

Leave no stone unturned

Brink is a forerunner in the visual field, but there are still many companies that miss opportunities to make a real impact and be even more successful at a trade fair. Ton Kuper, CEO of C4Real: “For some companies it is really a revelation when they hear what is possible in terms of visual content for trade fairs. They may have seen something impressive in others at a trade show, but they often haven't thought about it that way for themselves. We love to inspire our customers. We are happy to show them the possibilities and together we take the step to a complete visual marketing strategy, which also goes further than just trade fairs. That is why our collaboration with Brink and other customers is so successful: because together with the customer we develop an overall picture that serves as a strategic guideline for the coming years. And that works.”