Why outdoor advertising at trade fairs and consumer shows?
The stand has been booked and set up, promotional items are ready and customers have been invited. So why book outdoor advertising?
Trade fairs and conferences are the stages of the market where you want to show your best side. If visitors are already in the exhibition halls, they will be courted by all exhibitors. Additional stimuli such as orientation systems increase the sensory overload. The target group’s selection between interesting and relevant begins to blur. This sensory overload can be avoided with outdoor advertising because it reaches the target group before they visit the trade fair. Which advertising media are relevant outside the exhibition halls or conference rooms is decided by the target group that needs to be reached.
How do I reach my business partners at conferences and congresses?
Conferences and congresses are not only an exchange of knowledge worldwide, they are also a get-together for the industry. In this target group, a number of contact points can be defined quite precisely, which should be covered with outdoor advertising media. The majority of colleagues and business partners arrive by plane or train. With advertising in the arrivals area of the airport (visit our Barcelona Trade Fair presentation here) or the main railway station, you can achieve a high reach in your target group.
The next point of contact is often the cab stand. Advertising on the doors of cab vehicles is not only impressive at the airport or at the main railway station. Cabs are also in demand around the conference.
The next point of contact is the route to the trade fair. Everywhere, in every European metropolis, parking spaces are scarce and the access roads are overcrowded. The trade fair locations are well connected to the public transport network and are a good alternative to your own company car. Almost every trade fair in Europe has train stations in the immediate vicinity where advertising space is available. In Hanover, for example, it is Laatzen station (visit our Hannover Trade Fair presentation here).
The last point of contact is the access routes for motorists and pedestrians around the exhibition grounds themselves. There are various advertising media here that specifically address only visitors to the congress (visit our Berlin Trade Fair presentation here).
Which media should be used to get into consumers’ heads?
If not only business partners, suppliers and colleagues are to be reached with information such as “in which hall can you find us”, “our trade fair novelty” and branding, but also as many consumers as possible, then the advertising package should include media that also appeal to a wide audience. Sightseeing buses (see example Lisbon: (visit our Lisbon presentation here) Mega posters, digital posters and much more are available for trade fair and conference advertising.
We specialize in trade fairs, conferences and congresses in Europe and look forward to receiving your briefing.
