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Marketing in Fiera: le strategie digitali di promozione

Marketing at Expos: digital promotion strategies

Digital enters the international trade fair world by right. The communication revolution imposed by the web also involves expos. It is supported by the UFI (The Global Association of the Exhibition Industry), the association that brings together operators in the expo sector and monitors international market trends.

According to the  UFI’s 18th Global Exhibition Barometer 2017, sector operators have perceived the importance of digital impact and consider web strategies to transform participation at expos into a time of business growth as a priority.

50% of operators, for example, consider it essential to offer a correct response to visitor requests through digital tools. Positive also for the use of social tools, to which 17% of strategic value is attributed.

Digital marketing is considered a key factor by 8% of international professionals in the trade fair sector and 11% of Italian professionals.


How should this data be read by companies that decide to attend an expo?

The most forward-looking interpretation simply requires the choice of a partner to rely on for the definition of a digital strategy.

Unfortunately, the Italian market has been unresponsive to date. Yet large trade fairs, including Basel, Zurich and Lausanne, are starting to offer so-called Live Marketing Solutions using social and web.

Our agency has become a promoter of this international trend, designing the digital strategies of different companies and diversifying them according to the reference market (B2B and B2C).

We tell you about our experience alongside Felicia – Andriani SPA (gluten-free pasta production), Gioiella (dairy sector), Mucci Giovanni (artisan confectionery) and Renna Antipasti (agri-food sector) during the TuttoFood 2017 international expo.

Digital strategies in the farm-food sector: Sidea at TuttoFood 2017

The farm-food sector has undergone a major transformation in recent years. Food has become culture, attention to food is a real social trend and Made in Italy has conquered increasingly larger slices of the international market.

The “foodie” culture has emerged and its ideal audience is on the web. The word foodie, coined in 1984 by the American writers Paul Levy and Ann Barr, photographs this new world trend that recognises food as an identity factor, as well as a pleasure, a passion and an element of sharing.

How do you take advantage of this new trend in trade fair marketing for the farm-food sector?

Increasing engagement and strengthening the brand's emotional impact are the paths to take in planning a winning digital strategy.

Felicia – Andriani SPA, Gioiella, Mucci Giovanni and Renna Antipasti were involved in a preparatory digital marketing plan, designed to encourage participation at the expo.

Social campaigns, newsletters, landing pages for retailers in the sector, landing pages for customers/users, in-depth articles on company blogs and PR and press office activities preceded the event, in order to tell the story of company products and increase user interest.

Digital tools also accompanied companies during the four days of the event, with APPS integrated with CRM for contact management.

Thanks to digital marketing, companies have obtained:

– strengthened brand image

– increased qualified contacts

– improved brand perception

– appointments with new national and international buyers

Find out how to optimise your company’s presence at the expo. Feel free to contact us for information about our digital marketing plans for trade fairs.

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