In an age of digitalisation, Messe Friedrichshafen is increasingly engaging with social media communication and partnering with bloggers. The two major recreation fairs OutDoor and EUROBIKE in particular, are active on all of the important channels such as Facebook, Twitter, Instagram, YouTube, Xing and LinkedIn. This has contributed both to positive image-building and to a growth of the online community. All services relating to social media work are handled in-house by the Messe Friedrichshafen’s Communications Department.
Mirjam Reisch, the Coordinator Online Communication, knows exactly how relevant these “new” media are: “For us as a trade fair company, social media communication opens up new opportunities and ways of networking with our customers and communicating with them all year round.” In addition, all Twitter, Facebook and Instagram posts by visitors that are linked with the hashtag are displayed during the fairs on outsize screens known as Social Walls in the very busy East Foyer for all to see.
But it isn’t only the visitors who post live from the fair: Apart from trade journalists and the dailies, influential outdoor and cycling bloggers have meanwhile also joined the ranks of accredited media representatives at the leading fairs. In this way, publicity can be gained on the social media channels in addition to general media reporting. There are obvious advantages for bloggers and the respective industries too because more and more companies are now working at marketing level with bloggers in order to present their products to their target group directly and authentically.
The trade fair offers both sides the perfect opportunity to talk to each other and discuss potential cooperation. Digital influencers also have the chance to work in peace and network with like-minded bloggers at Blogger Bases which have been specially set up. In addition, special side programme items such as guided tours, lectures or blogger breakfasts are organised.