Press Release
Together with the digital agency dotSource, Messe Erfurt GmbH was able to further improve its digital advertising presence. Online platforms are also the gateway to a digital future in the trade fair industry – through the optimal use of search engine advertising (SEA) and social media advertising, the Erfurt-based trade fair company increased its reach and is now in an even more competitive position.
Digital transformation is not leaving the trade fair industry unaffected either. Above all, this means being visible to one's customers on the right online channels, generating leads and positioning one's service portfolio in the best possible way. In this highly competitive industry, it is also important to stand out and be innovative. The second largest trade fair location in Eastern Germany recognised this as well and turned to the digital agency dotSource in October 2020, which has already successfully supported Leipziger Messe, Messe Düsseldorf and NürnbergMesse in their digitalisation projects.
Right at the beginning, dotSource analysed Messe Erfurt GmbH's existing digital marketing measures as part of a comprehensive and cost-effective check-up. Afterwards, the Jena-based agency was commissioned to manage the SEA and social media advertising campaigns for the »pro.vention 2020« trade fair on infection protection. This was followed by collaboration on numerous other campaigns, including the internationally renowned trade fair »Rapid.Tech 3D«.
Four Times the Number of Clicks Through Successful SEA Campaigns
Together with those responsible at Messe Erfurt GmbH, the dotSource digital marketing team restructured the Google Ads campaigns, precisely defining the target groups in the process. This way, it was possible to accurately tailor the SEA and social media measures to customers from both B2C and B2B. This paid off – six months after the start, the number of clicks had already quadrupled.
150,000 People Reached Within One Month
Messe Erfurt GmbH not only provides a modern infrastructure for concerts, sports events as well as trade and public fairs – with its Congress Centre, conferences and workshops can also be held in an innovative hybrid setup. The state-of-the-art »DigitHall« streaming studio exemplifies the trade fair company's ability to innovate and adapt in the age of social distancing. In order to effectively promote this offer and generate conversions, it was important for Messe Erfurt GmbH to increase its visibility on social media platforms.
For this purpose, the dotSource digital marketing team identified relevant platforms for the trade fair service provider. Tailored ads were displayed on Facebook, Instagram and LinkedIn in order to increase the company's reach in the B2B sector and make Messe Erfurt GmbH even more visible as a multi-functional event location. In October 2021 alone, more than 150,000 users were reached via Facebook.
»We are very pleased to be able to support Messe Erfurt GmbH with our digital expertise in this area. Our focus is on taking their online communication to the next level,« Christian Otto Grötsch, founder and managing director of dotSource, comments on the project.
Long-Term Success Through Tracking Tools
In order for such advertising activities to have long-term added value for a company, relevant KPIs of SEA and social media advertising campaigns must be monitored by means of tracking. Data generated this way can be used to evaluate and optimise the success of these campaigns and the achievement of goals. »In regular reports and jour fixes, KPIs are presented to us in a way that is easy to understand. The concept of support is really embraced as well. We see dotSource's work not only as innovative, but also as a very pleasant interpersonal experience,« Isabell Schöpe, Marketing & Communication Project Manager, describes the fruitful collaboration with the Jena-based digital agency and adds: »For us, dotSource is more than just a digitalisation service provider – the agency is a real partner. The digital marketing team works in a highly professional and transparent manner and is always available to answer questions.«
From planning, consulting and the implementation of target-group-specific online campaigns to data-driven performance measurement – by working with the dotSource digital marketing team, Messe Erfurt GmbH was able to further increase its visibility as a modern event location and innovative B2B service provider and is now even better equipped for the digital transformation of the trade fair industry.
About Messe Erfurt GmbH
Messe Erfurt GmbH successfully organises a wide range of events in the Thuringian capital. Congresses, concerts and sports events as well as trade and public fairs are held on the trade fair grounds with a total area of more than 45,000 square metres, featuring three exhibition halls, a state-of-the-art congress centre and an adjacent outdoor area. With around 220 events, over 7,000 exhibitors and more than 650,000 visitors every year, Erfurt is the second largest trade fair location in Eastern Germany. Messe Erfurt has established itself as a meeting place for companies and consumers, associations, scientific institutions and other stakeholders. Both exhibitors and visitors benefit from short distances as well as a modern and functional infrastructure.
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