Moderator
Karla Juegel
Marketing Content: More than a Message
Content is more than 1.000 words and more than just a message. Content is the total of attractive subjects, memorable activities and entertaining interaction delivering beneficial information to the customer. It connects marketing, sales and communications on a strategical basis to create synergies, involves all marketing instruments, plays all channels and finds its peak, combining all of this by using exhibitions & events. Karla will show numerous examples and explain what is necessary to transfer marketing content into valuable trade show participation & event messages.
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Karla Juegel is an experienced Exhibition & Marketing Expert with over 30 years of praxis in the international exhibition industry.
She combines strategical marketing with operative exhibition know-how and experienced the exhibition industry from different perspectives: fair construction companies, event- & advertising agencies and last but not least as international exhibitor within the Daimler corporation.
Being responsible for the international trade fair participation of Mercedes in America and Africa she joint Deutsche Aerospace (today’s Airbus Group) at its foundation and took over the responsibility for the entire worldwide trade fair activities.
Afterwards she started her own business: Messe | Marketing in Munich specialized in Consulting, Coaching, Training.
Educated as Trainer & Change Management Coach, Karla designs tailor-made seminars & workshops, has teaching assignments at several international academies & universities around the world and became an advisor to the German Ministry of Education.
She is an active member and partner of the associations in the international exhibition industry such as UFI, AUMA, IFES, CEFA and is recognized and demanded as speaker & lecturer worldwide.
Eddie Choi
How to create Brand Environment
The presentation by Eddie Choi – Regional CEO of Milton Exhibits SG – is to show how idea works to fill brand content into an interactive environment.
A Singapore-based creative shop – Mills – founded by the Milton Exhibits Group has created an iconic event for the Sweden furniture brand – Ikea – to launch its 2017 product catalogue in Singapore. The objective of the event is to amplify the value of Ikea’s Brand Philosophy to the media and the target consumers.
Before considering the event, Mills started with a research for the root of Ikea, which is the Scandinavian culture and the Sweden design spirit, to create the mood of the event and strategize the interaction for the audience. The concept and the curation of the content are most important to lead the message and design the environment of the event.
Eddie believes that an educational circle has to be started at the arrival of the visitors interacting with the content and that way the content will leave its impressions which after all will drive the success of the event and the memory of the brand in the mind of the audience.
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Eddie Choi is a digital marketer with 16 years of experience. He has been deeply involved in the digital marketing and training industry for years.
Eddie is the Regional CEO of Milton Exhibits Singapore. Milton is an Asia-based integrated agency group with offices in the Greater China region, Singapore, and India. Before Milton, Eddie was the founding partner of Frontiers Digital – a digital strategy agency that was co-founded with three other global marketers from AOL, MySpace, and the UK-based MediaRun Network respectively.
Eddie is a member of the Global Advisory Board of the original Search Engine Strategies (SES), now renamed to Clickz Live (which he chaired the China conference). He has been the digital marketing trainer for the global B2B and B2C organizations such as DuPont, Hong Kong Trade Development Council, Lane Crawford, Deckers, Pernod Ricard, and recently SingTel in Singapore. Eddie is also the trainer of the Square Online program developed with Google to equip the leaders of the future with the tools and mindset to embrace emerging opportunities in digital marketing.
Eddie’s digital marketing strategy has been adopted by many multinational corporations such as Christian Dior, Converse, LVMH, and Pernod Ricard. He is also the author of the book “L’unione fa la forza” published by Fondazione Fiera Milano in Milano.
Stefan Ebling
The Challenges of Visualization
In his presentation on Visual Storytelling and the Challenges of Visualization Stefan will be sharing key insights into better understanding the power of visuals & films and what it can mean for you and your event.
We are going to look at some key-questions: Why are visuals the most spoken language of our times? Why is storytelling such a powerful tool? How do you create meaningful storytelling that is impactful and emotionally engaging by films.
Using examples from his own work, Stefan will be explaining the conceptual processes involved in making a film, from the initial briefing to the final result.
The presentation will end with an open discussion on how these ideas and concepts can be a powerful part of corporate communication for the exhibition industry.
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Stefan Ebling is a German writer/director for commercials, image films and TV documentaries with a work experience of nearly 20 years.
His work reflects his wide range of interests-from gritty documentary realism to sophisticated design-infused artistry.
Born 1968 in a small town in Switzerland, Stefan knew from a very early age that he wanted nothing else but to work in visual arts.
After his intermediate diploma in graphic design from the Fachhochschule for Design in Mainz, Germany he enrolled on a degree course for Film at the Plymouth College of Art in Great Britain. In 1997 Stefan graduated with a BA (HONS) in Film and Photography from Plymouth University and won his first major award at the British Kodak Student Commercial Awards that same year.
In 1998 he returned to Germany and quickly developed a reputation for truly conceptual work and strong graphic imagery. Stefan has since been working as a freelance writer/director on projects ranging from documentaries for German public television to high-end car commercial productions for international clients. He has shooting and production experience in 30 countries on six continents.
His work includes award winning trade fair films for major companies like Mercedes, Deutsche Telekom and Heidelberg Printing Presses.
Stefan currently lives in Wiesbaden, Germany.
Andrew Ross
The Future of Events & Exhibitions – The missing link
The modern day consumer has evolved into a needy, information hungry individual with an attention span of less than 1 second. They don’t respond to what brands say and instead form opinions about what they feel.
As companies, brands, and even favourite products battle to break through the clutter of today’s messy media environment engagement is a vital part of any modern marketing strategy. This is however often the missing link!
The exhibit should be a key part of that missing link. A prime opportunity to engage, to interact with and inform interested customers in real time. To create content, and make connections. To help the customer remember messages and form real opinions, but only if successfully executed. For many this link is broken!
Andrew uses global research and real world examples to highlight how events & exhibitions should no longer be planned without a clear understanding of the customers communication and engagement objectives.
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Director Chaostheory, Johannesburg South Africa
Andrew has been a creative and strategic influence in all forms of consumer engagement for the last 20 years, starting his career in the exhibition industry at the age of 19.
Andrew has since built and sold several business and currently runs 3 companies providing specialised consulting, creative and project management services to clients in Southern Africa, Dubai, India, Sri-Lanka, Australia and throughout Europe.
He is a passionate believer in the need to vigorously question the normal methods of marketing and aggressively champions the need for brands to push marketing and communication boundaries.
Andrew is a thought leader in consumer engagement and the way brands interact in the real world. As a past member of the Exhibition Association of South Africa’s executive committee few people are better positioned to understand exhibitions and how to make the most out of them.
Andrew is a proud father of 2, a consummate marketer, an avid Social Media friend and follower, an innovator, strategist and proud South African.
Klara Tihanyi
Rebranding a trade fair by getting the Chefs in front?
Klara will show how to renew and make a hype around an unattractive trade fair on the example of Sirha Budapest (an old-fashioned food fair) and tell you the story of GL Events Exhibitions’ conception about content marketing.
All the Sirha trade fairs have the same strategy: to support all thematics with international contests, animations, trade programs. These are the main tools to attract all kind of specialists to be part of the events. Sirha Budapest is a show in a show and you will also hear the story of the International Chefs’ Contest, the Bocuse d’Or Europe Final and how the core message was delivered to the target group.
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Klara Tihanyi is an experienced exhibition expert and she has been working in this industry for 30 years.
After graduation in Budapest Corvinus University of Economy she started working for Hungexpo, the biggest company for Fairs and Publicity in Hungary.
First she was working on organising collective participation of Hungarian companies on international exhibitions abroad and got experiences in writing tenders to ministries and state bodies for getting subventions for these participations.
In 1999 she got a diploma in marketing management and in 2005 an MBA degree in Business Academies in Budapest.
From 1998 she became a project director for B2C fairs (Travel Fair, Budapest Boat Show, Fishing and Hunting exhibition and Snow Show) and from 2003 for B2B fairs (Construma, Printexpo, Spa&Wellness) and she was responsible for the strategy, the sales and marketing of these fairs.
In 2006 Hungexpo was privatised and acquired by the French group GL Events and Klara was asked to be the Business Development Director. In this position she has been working on introducing new exhibitions, developing the existing thematics and event marketing.
From 2013 on she is the exhibition director of Sirha Budapest the new trade fair for the food and HoReCa sector working very close together with the GL Events Sirha International team.
Hans de Wit
FORM FOLLOWS CONTENT
A good Live Communication Architecture starts with a good co-operation between client and designer(s). A good understanding of the brand position, the goals, needs and targets of a customers company is highly needed. Rational and emotional matrixes do help to reach a good understanding between all project partners of what type of concept is needed. All under the motto: do know what you are doing.