DMEXCO is one of the largest trade fairs and conferences for the digital economy in Europe and takes place annually in Cologne. The name “DMEXCO” stands for “Digital Marketing Expo & Conference.” The trade fair offers exhibitors and visitors a platform for exchanging ideas about current developments and trends in digital marketing and the digital economy.
Our client Contentful from America was an exhibitor in Hall 6. Contentful is content infrastructure. Our platform lets you create, manage and distribute content to any platform. Unlike a CMS, we give you total freedom to create your own content model so you can decide which content you want to manage.
Together, we identified three touchpoints for our media strategy.
– Airport
– Right outside the exhibition center doors
At Cologne Airport, we decided on the baggage carousel as our first touchpoint. Passengers often spend more than 15 minutes at baggage claim. Contentful welcomed visitors on 20 digital screens and invited them to visit Hall 6 of the exhibition center.
In the arrivals area of Terminal 1, we selected strategically effective points: the info point at the exit. Contentful presented itself to its business partners and customers with a 10-second spot.
The third contact point was the entrance area of the exhibition center. In order to be as close as possible to the target group, the decision was made to use digital LED trucks.
It is particularly important for trade fair exhibitors to define the points of contact with the target group and to implement them consistently. This is professional and saves money.
