With the evolution of the digital world, the customer’s purchase path is no longer standardized but each company will have to use different tools depending on the available channels.
In order for the company’s investment to be maximized and become a lever for consolidating relationships and business, it is necessary to build and organize a communication path “approaching” the exhibition that guides the visitor through the “customer journey”.
A winning participation in an event is the result of a strategy through which the perfect mix of email marketing, DEM, media campaigns, social media editorial plan, press office and web PR activities is created, which guide the potential visitor on the journey that takes him at the exhibition.
The goal is to have more and more interested visitors, who have pre-registered, at their exhibition stand, in order to create one-to-one meetings for them during the fair, which hopefully can result in a purchase or an order.
