Performance Marketing Models Open Up New Sources of Revenue for Trade Shows

published at 11th January 2010

Although the number of trade show exhibitors and attendees declined somewhat in Germany in 2009, investments in online business models continued at high pace*. The world’s leading trade show organizations used the last twelve months to press ahead as never before with the digital networking of their exhibition brands for trade show exhibitors and attendees.

The Berlin-based company ngn– new generation network gmbh can only confirm this continual growth, both with its increased engagement on the German trade show market, as well as through the gain of new international customers. The technologies of ngn as provider of digital business models were successfully implemented in 2009 by additional trade show organizers in Switzerland and in the U.S. and also in England for the first time.

The services that were especially in demand in these online investments in the worldwide tradeshow portals were the services of the latest Web 2.0 features such as social networking functions. The cross-media communication service XNiP, which ngn helped develop, showed especially high potential. This technology combines online with offline information in the easiest and fastest way. The U.S. exhibition association IAEE integrated this thus far unique service as trailblazer of the worldwide trade show market at last year’s Expo! Expo! with promising success.

From his experience in 2009, Robert Drblik, managing director of ngn – new generation network gmbh, offers a very optimistic prognosis for the digital tradeshow market in 2010: “As far as economic development is concerned, it is time to take the bull by the horns. The latest cuts and minimized communication budgets require from the trade shows an even stronger focus on performance-based, digital business models.”
This is supported by the latest Association of the German Trade Fair Industry (AUMA) study, according to which 83 percent of the exhibiting companies regard their trade show presence as very important. The high ranking of this means of communication is only exceeded by the company’s own website, which 90 percent of the companies ranked in first place.

Robert Drblik: “ngn provides ideal linkage of the different communication tools such as trade show, Internet, mobile and print. In 2010 we will see a new peak in the number of digital users, but also more competition for exhibitor budgets for the Internet. Due to the smart phone boom, it will be absolutely essential to focus on mobile applications.”

*Quelle: Auma, 17th December 2009

About ngn – new generation network gmbh:
For more than 10 years, key international trade show organizers have relied on ngn – new generation
network gmbh to pioneer and execute profit-enhancing digital business models. ngn’s unrivalled depth of trade show industry experience, advanced digital solutions, and unprecedented client services provide organizers with an organic growth strategy to integrate their live events with digital, web-based media and secure their companies’ future prosperity and profitability. ngn’s innovative content-rich online platforms bring dynamic information, product representation, and interactive portal features to the vanguard of integrated marketing solutions for organizers and exhibitors.
Tradeshows worldwide have implemented ngn’s digital solutions and services including Messe Berlin,
NürnbergMesse, Deutsche Messe AG, Messe Schweiz,BEA bern expo, English trade show organizer Montgomery/Reed, US trade show organizers United Fresh, IAEE and PennWell Corporation as well as SES from Singapore.

More Informations at: http://www.ngn-global