PCIM Europe, the major international industry event for the power electronics industry, will be staged on July 7 and 8 – entirely online. In the run-up to this year’s virtual get-together, we talked to Vineeta Manglani, Director Communication from organizer Mesago Messe Frankfurt Group. Read on to find out how exhibitors can present their products and services in the best light – before, during, and after the show.
Lexsys: Exhibitors at high-profile events like PCIM Europe need effective marketing communications. What marcoms content should all exhibitors have in place?
Mesago: Trade fairs are an ideal way to present your company and show visitors not only your products or services, but also how your organization ticks and operates. Events of this kind enable real-time communication, giving visitors or potential employees a truly 360-degree view of exhibitors.
Ideally, visitors should experience this the moment they enter your booth. But when it comes to the communication collaterals you provide, I’d say the essentials include social media content that delivers behind-the-scenes insight into your company as well information about its offerings. It’s always interesting to read interviews with developers or engineers in a company blog or even an expert piece in the press.
At a trade fair, attendees are inundated with impressions and meet a lot of people in a short space of time. Basic collaterals include well-prepared, comprehensive print material, well-written, concise press releases, photo material, and a company brochure.
Of course, films and social media also play an important role here. Companies generally have multiple target groups and should try to reach as many of them as possible through the relevant channels.
Lexsys: When it comes to presenting this content, how can exhibitors ensure they really shine?
Mesago: Presenting your content in innovative formats will help you set yourself apart from the crowd. Communication nowadays is a cacophony, with everyone vying to be heard. To stand out, it’s not enough simply to grab people’s attention. You have to keep it.
One of our golden rules is messaging: All messaging should be concise and presented in an attractive way. Know what you want to say before you produce anything. And know your target audience. That’s how to really shine: by getting the right message to the right audience on the right platform – and ensuring your audience understands what you’re telling them.
Lexsys: PCIM Europe is an international event that draws exhibitors from across the globe. What role do translation and transcreation play in an event of this kind?
Mesago: PCIM is indeed a truly international event with visitors and exhibitors from all over the world. Again, clarity plays an extremely important role, because attendees come from different cultural and linguistic environments. So, when we work with translation providers, it’s vital for us to have specialists in transcreation – the essence of a copy gets the message across far clearer than a “mere translation” and this is why it is vital for the translator to create a piece that imparts what we need to impart.
Lexsys: These days, social media plays a big part in companies’ marketing and image-building activities. What should exhibitors at PCIM be doing in the social-media space in the run-up to, during, and after the show?
Mesago: The wonderful thing about social media is that anything is possible, and the boundaries are constantly changing. It’s important for any company exhibiting at any fair to use social media for important messaging on their plans for the fair.
Providing behind-the-scenes content is particularly exciting because putting together a stand or preparing for the fair is time-intensive. Especially if you have people coming from abroad, you can give insight into the country where the fair is taking place. Visitors from Asia, for example, love seeing what the streets or restaurants in Germany look like. And you can embed trade content in posts of this kind to drive home your key messages.
Lexsys: Besides social media, what other channels and formats should exhibitors think about when drawing up their communications strategy for PCIM?
Mesago: Anything and everything. At a trade fair, companies want to reach as many people as possible. So, while social media and other digital formats are important, the press are also key “messengers”. If a company has something new to communicate, it’s always worth considering a press conference and taking the time to create a comprehensive press kit. Photos and images are of particular interest to journalists, and you can think of different ways of attracting media attention: A photo story, for example, is a popular tool and can replace or complement a press release.
For the event itself, it’s worth thinking about advertising at the venue. Halls are generally full places and a large-scale poster with details of your product and stand number is very helpful for visitors trying to get their bearings. We offer a range of services designed to help exhibitors with this kind of advertising. Thanks to our many years of experience in the business, we know what works at the venue and where to find the target groups a company hopes to attract.
Lexsys: So, even though this year’s PCIM is a totally digital event, printed assets still have a part to play in communications?
Mesago: Absolutely, especially with the press since they need digital and print collaterals.
Lexsys: And when the event is over, what follow-up activities should exhibitors focus on?
Mesago: Again, it’s important to look at all the channels used and publish a “wrap-up” there before moving on to the next set of messages. And that applies to event organizers as well as exhibitors. A press release, social media posts, videos, and website updates are all important here.
Are you gearing up for an international event? Do you need marcoms and other assets that will hit the mark with your target audience? Our translation and transcreation specialists can help. Contact us today to find out how we can adapt your content to the specific needs of your target audiences.
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