21 settembre 2016, Stephan Peyer, direttore sviluppo di MCH Group, è stato protagonista del quindicesimo appuntamento di Exhibitionist, ciclo di incontri tra innovatori di fiere ed eventi organizzato da Fondazione Fiera Milano con la collaborazione di Regione Lombardia, Camera di Commercio e Meet The Media Guru.

1. Copyright by MCH Group 2016
1
Digital
Exhibitions in the age of digitization
Stephan Peyer,
September 2016

2. Copyright by MCH Group 2016
2
Whatever you think or feel …

3. Copyright by MCH Group 2016
3
… this ISN’T just even more hype!

4. Copyright by MCH Group 2016
4
This is what our exhibitors’ marketing world looks like today!

5. Copyright by MCH Group 2016
5
Should we take the time to consider matters and have a rethink …?

6. Copyright by MCH Group 2016
6
… to make sure that we don‘t suddenly end up following the 'Kodak'
route?
 The digital world is exerting continued
pressure on exhibitions/events (erosion,
"white cliff") and threatening their
(profitable) survival over the medium to
long term..
 Our customer companies are
breaking out of their marketing
strategies to date and looking for
new (sales) routes and formats
AND there are an increasing
number of these on offer!

7. Copyright by MCH Group 2016
7
As an organiser of events, there are various starting points
we can proceed from
Improving customer retention (quality
of the experience, simplicity, etc.)
Boosting efficiency (cost effect,
productivity)
Increasing sales (including new marketing
formats / services)
Developing new business models on the
basis of our “market capital”

8. Copyright by MCH Group 2016
8
Lass uns das Dach flicken, solange die Sonne scheint!

9. Copyright by MCH Group 2016
9
We would be well-advised to (finally) break out of
our tunnel vision!

10. Copyright by MCH Group 2016
10
… and see ourselves as part of a bigger whole!

11. Copyright by MCH Group 2016
11

12. Copyright by MCH Group 2016
12
Using our data capital we can harness the technical
developments to penetrate new market areas – live & digital!

13. Copyright by MCH Group 2016
13
The future lies in hybrid benefit models and new ecosystems – live &
digital!

14. Copyright by MCH Group 2016
14
On the product side, the industry should thus urgently focus on …
 … working on the relevance of its
platforms for the different sectors –
both "live and digital" (…
analogue?);
 … further boosting the attractiveness
(experience value) of these platforms;
 … honing its content-producing
capabilities, because the motto of the
future is "content is king“ – well-
marketed, attractive and triggering
action; … and always start with the customer!

15. Copyright by MCH Group 2016
15
This is what our exhibitors’ marketing world looks like today!

16. Copyright by MCH Group 2016
16
Who says that we can‘t come up with additional marketing offers in the
course of the customer journey?
LEAD MANAGEMENT
MATCHMAKING
Digital
campaigns
DEALER DAY
White Label App
eShop
International roll-out
Popup Store
Push notification
RESEARCH LAB
RFP platform
analogdigital
Loyalty programs
DirectoriesContentPortal
personalized
NEWSLETTER
LinkedIn
Facebook
Instagram
YouTube
DATA
SOCIAL
CLOUD
MOBILE
consulting
Awareness Consideration Purchase Service Loyalty Expansion
Personalized
website
BLOG
PODCAST

17. Copyright by MCH Group 2016
17
Key take-out of the day
There is no "one size fits all” solution, we will have to go industry by industry
We can create more value and consequently strengthen our competitive position
We are not a start-up, we therefore have to transform – and that is difficult and
painful
# 1
# 2
# 3