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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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.
Heemanshu Ashar
One Brand. One Message
Today, Brands communicate to all stakeholders – employees, customers, partners, investors present and future. Add to this diversity of stakeholders, messages are consumed across multiple marketing instruments whether face to face during exhibitions and events or in an interactive sense of digital and multi media use or even in advertising and other print media.
It is important to keep the messaging content relevant, entertaining, tight to reach the multiple stakeholders and always connected in regard to the brand value.
Heemanshu will show how connecting the different instruments will lead to a pattern, an algorithm and a story that is finally told at a right time and in the right tone.
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Heemanshu Ashar, Growth Consultant, is an MBA and has a double major in International Business and Finance and also a Master in Commerce with a major in Management Accounting.
Heemanshu’s career spanning 26 years in top management positions within the Exhibition Industry, Consumer Goods, Industrial products and Services across India and most continents in the world has built the foundation for his Growth Consulting practice today.
As a Consultant, he works with entrepreneurs and corporations achieving business growth with new ideas, new products and new markets through leveraging the disciplines of Management, Branding, Marketing and Design.
In several assignments, Content Creation for Marketing has been the major impetus for driving growth. Heemanshu champions “Story Telling” in Content Marketing as one of the most critical factors for success in Brand Building.
Krystal Liau
How to create Emotions
An interactive environment brings stories alive, amplifies brand essence and connects audiences.
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.
Mills believe in unraveling clients’ stories upon the first interaction, accompanied with emotional environmental design to drive content that will leave impression and drive success of the event with memory of the brand in the mind of the audiences.
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Krystal Liau has 9 years of Creative Director experience in Milton Singapore and Pico Art, spearheading the creative studio with 50 designers specializing in the field of exhibitions, events and interior.
A passionate designer, Krystal loves brainstorming with clients and enjoys concept creations. She has 17 years of experience in the fields of designing projects ranging from corporate clients to government agencies.
Currently, Krystal heads Mills, the creative agency of Milton Exhibits Group.
Krystal has applied her design expertise on multinational corporations such as Google, Ikea, Alibaba, UBM and Paypal for their signature events.
Stefan Ebling
The Challenges of Visualization
From the perspective of a film-maker, author & director of commercials & image films, Stefan Ebling, will share key insights to understand the power of visuals and films and what it can mean for you and your event.
Using best practice examples from Hollywood film classics, commercials and his own work, Stefan will introduce 12 Archetypes and explain the conceptual processes involved in making a film: from the initial briefing to the final result.
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 to create meaningful stories that are full of emotions and easy to memorise.
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.
Yeoh Siew Hoon
The Beginning of Transformation
Yeoh Siew Hoon tells the story of WIT: Building an event brand from scratch.
A personal perspective on what it’s taken to build a travel technology event brand and the constant struggle to remain relevant amid a changing market, changing technology and changing customer behavior. As a journalist by profession and passion she knows how to use content for marketing and will give a very unusual presentation to memorize WIT.
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Yeoh Siew Hoon is the founder of WIT (Web in Travel), launched in Singapore in 2005 and going on to launch WIT editions across Asia Pacific. In 2016, WIT Europe made its debut in London, days after the Brexit vote.
WIT has won several awards including Most Innovative Marketing Initiative and Trade Conference Of The Year from the Singapore Tourism Board and in 2014, Siew Hoon was recognised Tourism Entrepreneur of The Year. A journalist by profession and passion, she’s also a speaker and facilitator at events around the world.
Plus a published author of titles such as “Around Asia In One Hour: Tales of Condoms, Chillies & Curries” and children’s books such as “Adventures of Habibie The Turtle” and “The Story of Baitong and Boon”.
Roy Chooi
Light up your event
Lighting is not just switching ON and OFF light or simply illumination, it plays an important role in marketing by turning messages into life and creating impressions that last.
For any production or presentation event, many production elements and technical requirements come together at the same time to create the showcase piece customers dream of. Roy will show us how to make these dreams come true.
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Roy Chooi, a Singaporean multidiscipline “Lighting Designer” with more than 25 years of experience and hundreds of bright illuminated projects, established Highlight Systems Integration Pte. Ltd, a professional technical production company in Singapore to manage sound, lights and visuals effects for events, theatre productions, galleries, museums, shows and many other occasions.
Roy says: “Light is Identity and one of the essential tools to create emotions, engage interaction and put the environment into the right mood”.
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.
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Ulvenhout, Netherlands
Hans de Wit, originally trained as interior architect is known as the most specialised designer for Live Communication in the Netherlands. As art director of his design agency WitDesign ‘architects for brand performance’ he is responsible for multiple LC projects for well known local and international companies. ‘Less is More’ as well as the opposite ‘More is Less’ is one of his principles. Translated into ‘do not more than necessary to achieve maximum result’.
Paul Hugo
Design – An integral Approach to the Project Lifecycle
As we know, Trade Exhibitions and Fairs are some of the most effective and direct marketing tools in any organizations arsenal. These forms of marketing has a B2B or B2C interface which is unequaled in as much as it allows face-to-face contact within the parameters of a selective target market.
As exhibition professionals we are tasked with the responsibility of maximizing the exposure of Brands and Products in an Interactive and Dynamic environment. Our role is much like a Professional Practitioner, where we need to have a neutral and objective perspective of a Brand and Product to achieve the marketing objective of an organization.
In order to achieve this, it is important for every aspect of the Project Process to be “Design Aware”, to ensure that the end product truly represents and reflects the objectives and vision of a brand. This requires more than a conventional client – service provider relationship. The interaction goes further in that a Partnership of common objectives needs to be established between the Client and the Exhibition Professional that ensures a mutual custodianship of the Brand and the Product.
In the Design process, we, as Exhibition Professionals, has to become a part of the Brand and the Product we are interacting with.
In order for this to be achieved , the Project Process has to incorporate a holistic approach to design, where every role-player effectively becomes a designer. Every part of the Exhibition Project Process, from Enquiry to Brief to Design to Sale to Production has an important part to play in Design Process and therefore the level of success of the exhibition objectives and growth of a Brand.
In the modern world of CRM and automated work flow, and as exhibition companies grows into large organizations, this approach has become more and more difficult to realize. Bureaucratic decision making processes, lack of decision making empowerment of lower and medium level role players and a pure fiscal approach by management in organizations, results in repetitive, mundane and ineffective Exhibitions. This not only is, or can be, damaging for Brands but has a negative effect on the sustainability of the exhibition industry world wide.
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B.Build B.Arch Arch SA (SACAP), Nelson Mandela Metropolitan University
Paul Hugo is a registered architect (SACAP SAIA) and graduated from the University of Port Elizabeth. He worked locally and internationally as an architect for 10 years prior to joining the exhibition industry. He also completed a Construction Management Programme in 1999 at the University of Stellenbosch.
After four years in the exhibition industry, he joined Scan Display in 2004 and has since been involved in design, management and product development.