fbpx
Fira Barcelona, Gran Vía
31 Jan - 03 Feb 2023

The importance of exhibitions in a company's marketing mix

Michael Freter, Sales & Marketing Director, ISE

Michael Freter, ISE Sales and Marketing Director, discusses why trade shows should be an essential element of a company’s marketing strategy.

What is your experience with the world of tradeshow marketing?
After being general manager of a global exhibition organiser for 15 years I must confess that tradeshows are still the most exciting, important, and efficient business drivers for all industries around the globe. But there is also a significant change in the demands from the customers.

From your experience, what do you believe to be the contribution of tradeshow marketing to a company’s brand?
Brand awareness and image building always was one of the main targets at a tradeshow. As well as customer care and looking for new customers.
Today it is much more. Products and solutions getting more complex. Conducting consultations and identifying customer needs is the first step in a customer relationship at a trade show. This has an additional impact on the organization of a company and the leadership behavior as well. It is motivation for more customer focus and for sales structure optimization. Tradeshow marketing is consequent marketing!

Why do you believe companies decide to exhibit at ISE?
ISE offers exhibitors a unique platform to access the largest network of AV industry professionals and buyers from over 180 countries. ISE empowers and supports exhibitors to generate leads, retain customers and transfer knowledge in a dynamic and innovative environment.

In your opinion, what is the future of tradeshow marketing?
New contacts at trade fairs are subject to a certain coincidence. This will be one of the future changes. Bringing the right people together in a targeted manner. I call it “match-making”. This is precisely where technologies help. Trade fairs always mean bringing people together live. This is the only way to really get to know each other, to build trust and to jointly develop solutions to problems.

You may also like to read...

Our sponsors and partners

Presenting Show Partner

KNX

Bronze Sponsors

Adder Technology Limited
Sennheiser
Cloud Electronics

Platinum Sponsors

Sound United
Shure
Jabra
Lang AG
Crestron

Media Partners

asmag.com
SignPro Europe
instalia.eu
digital signage
proaudio.tech
Comunicaciones Hoy
ISP Audio & Light
InPark Magazine
Mediakwest
Tecnohotel
CE Pro US
Blooloop
IT Business
Media BIZ
University Business
Educacion 3.0
Domotica.it
Mondo*stadia
rAVe [PUBS]
FKT
A1 Lighting
TPI
TPV News
Lighting&Sound America
display Verlags GmbH
Residential Systems
ProMediaNews
Electricien+
Score Magazine
Digital Security Magazine
Lighting Asia
DA Retail
Enterprise Management 360
Essential Install
IT-Markt
DCN
SYSTEM INTEGRATOR MAGAZINE
Smart Buildings Magazine
AVI Latinoamerica
OnlineLightExpress.in
Smart Intégrations Mag
ESMARTCITY
ISP Integración
Inavate APAC
IntegrationMag
AV-SIGNAGE
IT Reseller
LAVNCH [CODE]
AV Technology
Mix
Sonovision
Connected Home & Business
Future
iXtenso.com
AVNation
Professional System
Business Partner PBS
Installation
Digital AV Magazine
Sign and Display
Smart Building Italia
Pro AVL Asia
KommunikationsRaum
HiddenWires
UC Today
OFFICE ROXX
InfoAV China
AVNews.hu
Production Partner
365 Retail
AV-views
Interempresas Seguridad
Connessioni
Inavate EMEA
Essential Install Commercial
Resolution
Ebner Media Group
Commercial Integrator US
AVintegracje Magazine
CASADOMO
AV Magazine
AV News
A1 Retail magazine
KNXtoday
Independent Education Today
Panorama Audiovisual
POS-Manager Technology
Conectronica
Pro AVL MEA
HC Home Comfort&Design
Light & Sound International
Equipamiento para centros educatives
ECN - Electrical Contracting News
a&s Adria
rAVe Europe
Hotel Management International
Grupo eventoplus
CEtoday
mondo dr
LightSoundJournal
Education Technology
PROSOUND
AV magazine
POS-Ladenbau
ON OFF
Systems Contractor News
TVBEurope
Sound & Video Contractor
UC News
Systems Integration Asia
Medientechnik & Systemintegration
proaudio.tech
PRO AV NORWAY
smartintegracionesmag.com
Retail Focus
Sistemi Integrati
Doctor ProAudio.com
Event Partner
TPMEA

Event Partners

Poly
Shure
ZeeVee
Webex by Cisco
Wildwood PR
Sharp NEC
Women in Lighting
Jabra
Sony
Crestron
Easescreen
Matrox

Gold Sponsors

INFiLED
Lenovo
Barco

Associate Partners

ISCVE
Domonetio
Wildwood PR

Official Marketing Suppliers

Future
Fizzz Media
SmallWorld Publishing
Inavate APAC

Silver Sponsors

Televic

Technology Partners

Middle Atlantic
HD Ledshine
AV Drop
AVstumpfl
Lang AG
Adamson
Listen Technologies
Barco
Shure
Midwich Group Plc
Vioso
Fluge AV
Netgear
Pixera
Exhibition Hub