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INTERNET AND MOBILE MARKETING OF TRADE

FAIRS AND EXHIBITIONS

Presented by:

Antti Kotaniemi, Tanja Lahtinen, Tuomas Lakanen, Tommi Nummela, Tiina Tulijoki, Janne Pirttiniemi, Jussi Valtanen, Niina Virnala, Nina Vuorinen, Mira Väänänen

21st April, 2009

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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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Integrating Internet marketing into the marketing communications mix

Integrated marketing communications

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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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www.piramk.fi/ypmessut

www.matkamessut.fi

Examples:

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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:– 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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The best benefits can be achieved by connecting the Internet and

mobile marketing with traditional marketing communications

Benefits

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This is the future

• Nokia N-Series; N97

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THANK YOU FOR THANK YOU FOR YOUR YOUR

ATTENTIONATTENTION ! !