In the framework of a workshop “trade fair communication” Dr. Isa Hofmann will give a lecture titled: “Professional communication as a key to successful trade fair participations: Starting with a structured preparation towards an effective follow-up”. Organizer is the industry association for technical textiles IVGT – Veredlung – Garne – Gewebe – Technische Textilien e.V.
When: February 27, 2018 – 1:15 pm – Where: in the office of IVGT, room 112, Mainzer Landstrasse 55, 60329 Frankfurt am Main, Germany.
Trade fairs are journalistic mega events
The lecture is going to explain, why a professional press and media dialogue is so important when exhibiting at a show. Trade fairs are journalistic mega events. However often exhibitors still do not perceive trade fairs as such and do not benefit from those unique opportunities. A strategically well thought-out just-in-time communication, ahead, during and right after the trade fair participation significantly influence the overall success. Isa Hofmann will exemplarily talk about client mandates for trade fair support related to professional communication. She will outline how to achieve a sensational success provided the content is elaborated professionally and the appropriate stakeholders are addressed. Last but not least the right timing is paramount. The appropriate information has to be launched at the right time.
Trade fair communication in times of digitization
Further examples will illustrate the impact of digitization with all the new opportunities like virtual reality applications and communication via digital channels and apps. These have vital effect on marketing activities and the entire trade fair experience. Topics like social-media-marketing with user advice and lead management will be briefly described as well. Finally it will be outlined how to proceed with a proactive follow-up right after the fair.
About the speaker:
The lecturer was for more than 10 years involved in the international trade fair business. She had management positions in the press and marketing departments of Messe Frankfurt. 1994 – 1997 brand director for the worldwide press and PR activities for all textile and leisure trade fairs of Messe Frankfurt GmbH in Germany and abroad. Focal points of activities were Europe, the US and Asia – here primarily the overseas shows. 1997 – 2004 Isa Hofmann was brand director marketing textile fairs, initiator of Avantex – International Innovation Forum and Symposium for high-tech apparel textiles.