“EuroShop is not just a key instrument for acquiring new customers, but also the perfect way to present the company and our services to a global audience. Therefore we definitely view this investment in our trade fair appearance as an investment in the future,” explains authorized representative Dirk Deumeland. The preparations for the company’s presentation at the retail trade fair are in full swing. The six-member team has been planning the trade fair event for almost a year. Moreover, in the fall 2016 the company also launched an extensive communication concept, which was developed in close cooperation with two Leipzig agencies. “Of course we are experts in our industry. But it is still a challenge to examine an environment in which we are an active player from an outsider’s point of view. What do we want to achieve? What is the message we want to convey? We had to answer for ourselves the kinds of questions we normally ask of our customers,” is how Dirk Deumeland explains the origination process. “Our objective is to create a recognition value in line with our new image campaign,” he adds.

Targeted marketing strategy

The efforts resulted in a cohesive overall concept that consists of an image campaign and a trade fair stand presentation. The well-known slogan “Borders redefined!” from the image campaign plays a key role in this regard, and is turned into a tangible experience at the trade fair stand based on a creative and three-dimensional approach. “To gain recognition among the multitude of providers, and to achieve maximum attention from interested parties, we are relying on a strong visual trade fair concept plus an integrated communication approach that includes the strategic use of all relevant channels before, during the after the trade fair,” says Dirk Deumeland. In addition to the company's own communication channels and the company's Facebook page, newsletter and website, FAIRNET is also investing in classic advertising and media activities.

Invitation gift for selected multipliers

The leading trade fair from 5 - 9 March represents one of FAIRNET’s most important instruments in the acquisition process. Dirk Deumeland underlines the importance of the trade fair: “Ninety percent of the trade audience consists of decision-makers from the retail segment - our target group.” Besides addressing casual visitors on location, the all-in-one service provider for communication is also targeting approximately 2,000 multipliers. “We are using a special invitation gift to invite potential new customers as well as existing customers and business partner to visit and talk to us at the trade fair stand. The invitations provide a first glimpse of what guests can expect to experience at our trade fair stand.”

About FAIRNET

FAIRNET GmbH is the comprehensive service provider for trade fairs, events and conventions. The all-in-one service provider for communication has been operating as the subsidiary of Leipziger Messe on the global stage since 1996. The company's head office is located in Leipzig, with additional offices in Berlin, Potsdam, Jena and Düsseldorf. Using a diversified logistics network, FAIRNET manages projects on the basis of the company's motto “Success from the word go”.