1 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

2 Content Internet as a part of integrated marketing communications Successful exhibition promotion - web pages of trade fairs Integrating Internet marketing into marketing communications mix

3 Internet as a part of integrated marketing communications Sales Promotion Personal Selling Internet Direct Marketing Public Relations

4 Integrating Internet marketing into the marketing communications mix Integrated marketing communications

5 New communication tools

6 Web-pages of trade fairs are supposed to be

7 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

8 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

9 Web-pages should have... Updated information before, during and after the trade fair Clear visual outlook

Examples:

11 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

12 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

13 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

14 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

15 The best benefits can be achieved by connecting the Internet and mobile marketing with traditional marketing communications Benefits

16 This is the future Nokia N-Series; N97N97

17 THANK YOU FOR YOUR ATTENTION !