Virtual trade fair: Win and inspire customers

Stefano Viani

Management

19 May 2020 Digital Marketing Video

Expresso Virtuelle Messe

How companies break new ground in the crisis

Extraordinary circumstances call for new ideas and a change of direction. Clearly, this is a new case for Team Blackbit!

But before we reveal the solution, let's take a look at the initial situation:

The year 2020 is under the sign of Corona. No, unfortunately, as we all know, it has nothing to do with the sun. We are talking about Covid-19, the virus that is making life very difficult and depriving for all of us right now. Social life has recently become almost exclusively digital, and the economy is also groaning under this burden. Spring is actually the time for trade fairs and product launches - unfortunately everything has been put on hold for the time being. But what about the dog that can't find its way to the bone? Exactly: The bone came to the dog! From this thought came the idea of simply bringing the trade fair to the people. Exhibitors and visitors meet at a digital booth: accessible to everyone, no matter where he or she is.

The living room trade show

No sooner said than done, and so within just two weeks, with a lot of heart and soul, we created a virtual trade fair presence together with our customer EXPRESSO from Kassel: In the first step, the complete trade fair stand was set up in the hallowed halls of the legendary sack truck producer. When all the consultants arrived there, Holger Möller from Zollhaus-Marketing interviewed and filmed each of them and had them present the product highlights from the field of mobile lifting aids and logistics. In this way, the trade fair atmosphere was perfectly captured on video.

Virtual visit trade show short film

With these specially designed and realized short films, the virtual visitor can now easily get a detailed impression of the products. Via the implemented info button there is the possibility to be guided directly to the respective product page, which we have also newly developed: In a modern and fresh design, all important technical information has been prepared clearly and concisely - and whoever wants can also download and print it as a PDF brochure.

Of course, a virtual trade show can never completely replace the real thing, but - as mentioned at the beginning - extraordinary circumstances call for new ideas. We are sure: The virtual trade fair is an optimal, purposeful and service-oriented alternative for companies in these difficult times to remain in contact with their target group and to present new products authentically.

Further theme world in the brand shop

In the course of the redesign, we were also able to take a look at other areas of the EXPRESSO brand store: We converted the "Lifts" section, which had previously been designed purely as a store, into a complete theme world.

First, we added a filter function to the product portfolio to make the shopping experience even more convenient for prospective customers. The theme world overview page shines in a modern tile design that is not only pleasing to the eye, but also gives a visual indication of the information behind it.

Der EXPRESSO Markenshop

The video header also provides an additional visual appeal and gives the page visitor an exciting insight into the company's product diversity at first glance.

Not only accessible, but also approachable

To make it even easier and more intuitive for prospective customers to contact the company in the future, it is now possible to find your very own personal consultant with just one click. The sales representatives are sorted by zip code areas and, thanks to a friendly photo, callers now know who they are dealing with on the phone. The integrated contact form can first be used to get in touch digitally and ask for a callback.

In the end, we are really proud of what we were able to implement for our customer in such a short time! Changing circumstances do not only require new ideas, but also mobilize undreamt-of creative abilities. Our customer EXPRESSO is pleased and the feedback from the first virtual trade fair visitors was very good across the board.

René Clobes, Digital Marketing Manager at EXPRESSO, managed the project from planning and content creation to final approval. His conclusion: "You can only implement such time-critical projects with a well-coordinated team that can really identify with your company and your products. These prerequisites are always given with the colleagues from Blackbit. It was a pleasure to see how one gear meshes with the other - and only in this way was this incredible precision landing possible at all."

more info at:

store.expresso.com

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.