Executive Summary
Trade fair organizers face an intensified inter‐ and intra‐industry competition and increasing customer requirements towards efficiency and convenience of the trade fair events. In order to stay competitive trade fair companies have to integrate new market‐oriented marketing measures to improve their customer
communication, extend their service portfolio and thusly satisfy the customer needs. In this context the applicability of mobile marketing in the marketing mix of trade fair organizers was researched in this thesis. It was asserted that mobile marketing is a significant global trend with enormous growth potential as far more people can be reached via the mobile channel than via any other marketing medium. Thereby, mobile marketing is not limited to its communication function but it is understood more comprehensively as the activity, set of institutions, and rocesses for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and the society at large. The mobile channel offers unique haracteristics that distinguish it from other channels and allow a targeted customer communication. However, there are limitations to mobile marketing that were described within a general framework consisting of technological, legal, customer, organizational and economical aspects. Along this framework the main strategic approaches the push and pull approach were identified. In the following trade fairs and its function, its economy, and participants were introduced. The focus was put on the trade fair organizer as well as on the two most important customer groups, the exhibitors and visitors. Since the applicability of mobile marketing depends on these groups the structure, goals and needs were analyzed thoroughly. It was shown that the success of the event depends on the ability of the trade fair organizer to satisfy the needs of both customer groups simultaneously as they are mutually dependent. Thereby it is important to acquire the right quantity and quality of exhibitors and visitors and provide them with sufficient information before the event as basis for their participation decision. During the event the trade fair organizer must provide a broad service portfolio to support both customer groups to reach their trade fair goals in an efficient manner. After the trade fair tools for customer retention needs to be employed to keep contact with the customers between the events...
Table of Contents
1. Introduction
2. Theory Mobile Marketing
2.1 Introduction: Trends in Mobile Marketing
2.2 Definition and Differentiation of Mobile Marketing
2.3 Characteristics of Mobile Marketing
2.4 Mobile Marketing Instruments
2.5 Goals of Mobile Marketing Campaigns
2.6 Framework for the Application of Mobile Marketing
2.6.1 Technological Aspects
2.6.2 Legal Aspects
2.6.3 Customer Aspects
2.6.4 Economical and Organizational Aspects
2.7 Mobile Marketing Strategies
2.7.1 Pull Approach
2.7.2 Push Approach
2.8 Conclusion and Implications
3. Theory Trade Fairs
3.1 Trade Fair Basics
3.1.1 Definition of Trade Fairs
3.1.2 Trade Fair Functions
3.2 Participants of the Trade Fair Market
3.2.1 Trade Fair Organizers
3.2.2 Exhibitors
3.2.3 Visitors
3.3 Conclusion and Implications
4. The Marketing Mix of Trade Fair Organizers
4.1 Definition Marketing Mix
4.2 Policies within the Marketing Mix of Trade Fair Organizers
4.2.1 Product & Assortment Policy
4.2.2 Service Policy
4.2.3 Communication Policy
4.2.4 Distribution Policy
4.2.5 Pricing Policy
4.3 Conclusion and Implications
5. Integration of Mobile Marketing in the Marketing Mix of Trade Fair Organizers
5.1 Introduction of the Survey: Current application of Mobile Marketing in the Trade Fair Industry
5.2 Applicability of Mobile Marketing in the Marketing Mix
5.2.1 Applicability of Mobile Marketing in the Product and Assortment Policy
5.2.2 Applicability of Mobile Marketing in the Service Policy
5.2.3 Applicability of Mobile Marketing in the Communication Policy
5.2.4 Applicability of Mobile Marketing in the Distribution Policy
5.3 Assessment of the Applicability of Mobile Marketing within the Marketing Mix of Trade Fair Organizers
5.3.1 Survey Results: Evaluation of the Importance of the Mobile Marketing Functions for the Trade Fair Marketing
5.3.2 Evaluation of the Applicability of Mobile Marketing in the Marketing Mix before, during, and after the Trade Fair
5.4 Conclusion and Outlook
6. Executive Summary
Objectives and Research Focus
The primary objective of this thesis is to investigate the applicability and potential of mobile marketing instruments within the marketing mix of trade fair organizers. In an increasingly competitive landscape, this research explores how mobile technology can be integrated to enhance customer communication, provide value-added services, and address the specific needs of exhibitors and visitors before, during, and after a trade fair event.
- Theoretical foundation of mobile marketing instruments and strategies.
- Analysis of the trade fair market structure, participants, and their specific goals.
- Examination of the traditional marketing mix of trade fair organizers.
- Evaluation of mobile marketing integration using empirical survey results from the international trade fair industry.
- Assessment of the applicability of mobile tools across different phases of the trade fair cycle.
Excerpt from the Book
2.3 Characteristics of Mobile Marketing
The question to be considered is: why should the user turn away from the convenience and routine of using the PC and turn to the small and inconvenient mobile device? This question finds its answer in the characteristics of the mobile channel. The mobile marketing instruments have very peculiar characteristics that differentiate it from any traditional media – the possibilities of connectivity:
• Location-independence: contacting the customer on a mobile device is possible everywhere.
• Time-independence: mobile devices are seldom switched off and are almost always carried.
• Personalization: mobile devices are commonly used by only one person and can be targeted by the SIM (Subscriber Identity Module) card. So marketers have the possibility of personalizing the messages according to the special demands, requirements and interests of the receiver which leads to higher relevancy of the message. Thereby, wastages are reduced and marketing activities are more effective.
• Interactivity: the mobile device is an interactive device that allows the receiver to react instantaneously. This bidirectional communication strengthens the communication process.
• Locatability: technologies like the Global Positioning System (GPS), Cell of Origin (COO) or others allow locating the mobile device and thus make it possible for the marketer to adapt the service or information accordingly. Commonly, this feature is used for services the customer demands (pull-services) like location-based information or services (directions, location finder, etc.).
• Time-based: just as messages can be based on the location they can be based on the exact time of day when the message is received unlike emails.
• Emotionalizing: mobile devices are an integral component of the everyday life. They are very personalized and are highly connected to the user. If this emotional connection can be associated with the marketed products their marketing is even more effective.
Summary of Chapters
1. Introduction: This chapter highlights the changing competitive landscape in the trade fair industry and identifies the necessity for organizers to rethink their marketing mix, introducing mobile marketing as a potential strategic tool.
2. Theory Mobile Marketing: This section provides a comprehensive overview of mobile marketing, defining its core characteristics, technological and legal framework, and the strategic push/pull approaches.
3. Theory Trade Fairs: This chapter introduces the fundamentals of the trade fair market, analyzing the functions of trade fairs and the specific requirements of the two primary participant groups: exhibitors and visitors.
4. The Marketing Mix of Trade Fair Organizers: This section details the unique marketing mix elements—product, service, communication, distribution, and pricing—as they specifically apply to trade fair organizers.
5. Integration of Mobile Marketing in the Marketing Mix of Trade Fair Organizers: This chapter evaluates the practical applicability of mobile marketing instruments based on an industry survey, assessing their potential impact on each phase of the trade fair cycle.
6. Executive Summary: This concluding chapter synthesizes the findings, confirming that mobile marketing represents a valuable, complementary tool for trade fair organizers to enhance service offerings and competitiveness.
Keywords
Mobile Marketing, Trade Fair Organizers, Marketing Mix, Exhibitor Goals, Visitor Needs, SMS Marketing, Mobile Web, Mobile Matchmaking, Customer Communication, Permission Marketing, Mobile Applications, Trade Fair Industry, Service Portfolio, Proximity Marketing, Customer Retention
Frequently Asked Questions
What is the central focus of this master thesis?
The thesis focuses on the integration and applicability of mobile marketing instruments within the traditional marketing mix of trade fair organizers to help them stay competitive in an evolving industry.
What are the key thematic areas addressed?
Key areas include the definition and characteristics of mobile marketing, the structure and goals of the trade fair market, and a detailed analysis of how mobile tools can support exhibitors and visitors.
What is the primary objective of the research?
The objective is to determine if and to what extent mobile marketing can be applied by trade fair organizers to create added value for their customers while improving internal marketing efficiency.
Which scientific methods were used?
The thesis utilizes a literature-based analysis of the industry and an empirical worldwide survey conducted in cooperation with UFI to gather data on the current and future usage of mobile marketing in the trade fair sector.
What does the main body cover?
The main body covers the theoretical foundations of both mobile marketing and trade fairs, a deep dive into the trade fair marketing mix, and a practical assessment of mobile tools like SMS, mobile web, matchmaking, and ticketing.
Which keywords characterize this work?
The work is characterized by terms such as Mobile Marketing, Trade Fair Organizers, Marketing Mix, Customer Communication, and Exhibition Efficiency.
How does mobile marketing benefit trade fair exhibitors?
It allows for more targeted communication, such as mobile matchmaking to connect with relevant visitors, lead tracking, and interactive advertising via mobile portals or tags, reducing waste associated with traditional print media.
Why is "permission marketing" essential in this context?
Because mobile devices are highly personal, the thesis emphasizes that mobile marketing must be based on explicit customer consent (opt-in) to avoid being perceived as intrusive spam and to ensure high service acceptance.
What role does the "Spotme" device play?
Spotme serves as a mobile communication and networking tool that enables live interaction, contact exchange, and scheduling, acting as both a value-added service for participants and a sponsorship revenue source for organizers.
How do trade fair organizers manage the risk of information overload?
The thesis suggests that mobile services must be designed as modular, easy-to-use solutions that provide relevant, time-sensitive information, ensuring the mobile channel complements rather than complicates the visitor's experience.
- Quote paper
- Immo Prenzel (Author), 2009, Applicability of Mobile Marketing in the Marketing Mix of Trade Fair Organizers, Munich, GRIN Verlag, https://www.grin.com/document/149407
