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Messe Frankfurt Overall Concept Light Building 2016

Messe Frankfurt

Light + Building 2016: Where modern spaces come to life

Lighting, design and building technology: In the summer of 2014, we pitched our B2B marketing strategy and have since been responsible for Light + Building, one of the most important trade fairs in Frankfurt am Main and one of the world’s leading trade fairs for lighting and building technology. Light + Building sets new exhibitor and visitor records every two years (2018: 2,714 exhibitors and 220,000 visitors) from all over the world.

Task

Our collaboration with the Messe Frankfurt team began with the development of a holistic B2B marketing strategy. The particular challenge: create an appealing campaign for both aesthetically demanding and technically oriented target groups. What’s more, the motif of the communication campaign had to combine the focal points of lighting and building technology.

Solution

We began with an intensive target group analysis that identified the needs and expectations of Light + Building. We aligned the entire B2B marketing strategy and integrated communication with the results and insights gained. Our key visual comprising a cone of light and a concrete wall was a smashing success. The fitting claim “Where modern spaces come to life” conveys the guiding principle of the trade fair. All communication measures – print, digital, moving image – followed our overall concept. Moreover, it highlighted the benefits and advantages of Light + Building for each of the target groups.

Services
  • Strategic Consulting
  • Concept
  • Key Visual and Claim
  • Design
  • Copy
  • Project coordination

The exhibitor brochure highlights key topics and trends, as well as summarises the relevant facts and figures in a clear, concise manner.

The exhibitor promotion package contains numerous complimentary and customised advertising materials to invite customers and interested parties to their stand.

The exhibitor brochure highlights key topics and trends, as well as summarises the relevant facts and figures in a clear, concise manner.

Light + Building 2016 facts
2,600

Exhibitors 2016

216,000

Visitors 2016

248,500

Exhibition Space 2016

In Hall 1, luxury lighting manufacturers converge under TRENDSPOT design. The aptly exclusive signet was created by PUNKTUM.

Messe Frankfurt

B2B Marketing Strategy Light + Building 2016

May 3rd, 2018|
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