Making Hybrid Events Visible: How Messe Erfurt GmbH Increased Its Visibility with the Digital Marketing Audit »dotCheck« – Even Without Face-to-Face Events [Success Story]

Concerts, sports events, conferences, trade fairs – sounds like dreams of the past? One thing is clear: there is hardly any industry that has been hit as hard by the COVID-19 pandemic as the events industry. However, real business players are always looking for innovative solutions that are also future-proof – for example through hybrid events. Thanks to the dotSource digital marketing team, Messe Erfurt GmbH was able to successfully implement this strategy.

With more than 650,000 visitors every year, Erfurt is the second largest trade fair location in Eastern Germany. However, those who want to be at the forefront of the events industry in the long term must embrace digital transformation with open arms – and provide exhibitors, concert attendees as well as trade fair visitors with a digital customer journey. But how can a company with a wide portfolio become (and remain) optimally visible? How can it attract interested visitors and convince them to buy a ticket or book a stand?

Hybrid Trade Fairs: Being Visible Even Without Face-to-Face Events

In order to increase its visibility as an event location, Messe Erfurt GmbH opted for a modern combination of search engine advertising (SEA) and social media marketing. In addition, the aim was to strengthen the company’s own brand. Following the »dotCheck«, a comprehensive digital marketing audit, the dotSource digital marketing team developed a mix of reach and traffic campaigns together with Messe Erfurt GmbH in order to increase brand awareness and drive website visits through SEA.

The target groups came from both B2C (such as trade fair visitors and concert attendees) and B2B (such as companies exhibiting at trade fairs). A tracking setup and regular reports made it possible to monitor the achievement of goals in a data-driven manner and to further optimise campaigns.

Hybrid Events Require Strong B2B Service Providers

With its digital marketing, however, Messe Erfurt GmbH is positioning itself not only as a venue and organiser of large public events, but also as a modern service provider in the B2B sector. With focus campaigns for individual target groups, the conference rooms of the Congress Centre and the »DigitHall« streaming studio, which is optimally equipped for online and hybrid events, were promoted in a targeted manner.

Moreover, social media advertising campaigns were run on Facebook, Instagram and LinkedIn in order to increase reach and generate conversions.

Hybrid Trade Fairs: More Clicks, More Reach

Find out in our brand new »Visibility in Digital Trade Fair Business: Search Engine and Social Media Advertising for Messe Erfurt GmbH« success story how

• Messe Erfurt GmbH was able to quadruple the number of clicks on its brand campaign with effective SEA measures
• you can reach your target group with individual social media strategies for LinkedIn, Facebook, etc.
• you can increase your reach with targeted Google Ads campaigns

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