A new partnership between BOE and tmf dialogue marketing includes content marketing and the internationalisation of the trade show.
BOE, the leading trade show for experience marketing in Dortmund, Germany, continues to boost an innovative as well as ambitious approach. Following the 2017 show’s core theme “digitalisation”, BOE is now applying content marketing to further strengthen their communication with exhibitors and visitors.
The concept of dynamic communication within the experiential marketing industry encompasses both the content and its placement in the corresponding digital environment – which means staying present in communication channels used most by event planners and/or exhibitors from both the German-speaking as well as from International markets.
Especially exhibitors at the show will benefit from this approach as it will strengthen their visibility and reach in a growing and sophisticated market, which not only includes German-speaking but also international event planners. By utilising popular channels within the event industry, the stream of information about BOE will continue steadily over the entire year. A new blog on BOE’s website serves as a kind of meeting point to learn about the latest hot topics of both BOE and the industry.
tmf dialogue marketing, with offices located in Würzburg, New Delhi and Dubai, was chosen by BOE as their partner assisting with the new content marketing campaign. tmf will support the implementation of the content strategy and is responsible for the production of new stories. Through e-marketing and social media tmf will help to consolidate BOE’s standing in the industry.
tmf dialogue marketing specialises in content marketing within the MICE (meetings, incentives, conventions, events) industry. The company also has many years of global PR and marketing expertise as well as an encompassing global network with top Event and MICE professionals. Due to the large amount of international contacts paired with the fact that tmf-dialogue organises its own annual destination and event exhibition in New Delhi – epex (experiential partners exhibition) –, BOE determined tmf as the optimal partner.
The strategy of BOE is to involve more global partners from growing experiential marketing and event markets. This will forge bonds between products, service and users on all sides. BOE has already undertaken the first very successful steps towards internationalisation by reaching out to neighbouring markets such as the Netherlands to take part in their trade show.
Exchanges with influential representatives of the Indian event industry are planned for 2018. Indian event planners swear by German technology and precision. With their imaginative, fairy-tale like, large-scale international events, shows and weddings, they are capable to vice versa commit their expertise and creativity to partnerships with European event organizers. The start of new joint projects between Indian, European and German partners will be discussed during a special forum at BOE 2018. tmf dialogue marketing will assist BOE with the development and growth of such international event partnerships.
The next BOE will take place from January 10-11th, 2018, at the ‘Westfalenhallen Dortmund’ Exhibition Centre. During this two-day specialised trade show for experience marketing, the most important decision makers of the industry will take part in interesting conversations and jumpstart possible business partnerships.
BOE’s latest record is impressive: more than 10,000 professionals visited the show in January 2017 while around 500 exhibitors presented their products and services. A majority of the visitors are event planners on decision making levels in their companies.
