Dialogue marketing for trade fair dates

SMA Solar Technology


With more than 3,000 employees in 18 countries, SMA Solar Technology AG is the global leader in photovoltaic system technology and thus creates the conditions for the decentralised, digital and renewable energy supply of tomorrow. This is also where our B2B dialogue marketing campaign began its start. Our target group: keenly calculating investors and planners. Our goal: a high visitor rate at the SMA stand at Intersolar Munich, one of the most important trade fairs for renewable energies.


Investors and planners of commercial photovoltaic systems are a demanding target group with a clear focus on the profitability of products and operations. SMA offers precisely these profitable solutions. A stop by the stand at the trade fair can convince the target group – but how do we motivate them to visit?


We design a B2B dialogue marketing campaign with a giveaway that truly demonstrates the economic profitability: a solar calculator. Not only does it calculate the efficiency down to eight decimal places, it also draws its energy from the sun. We have supplemented our eye-catcher with an exciting equation that cleverly communicates all the advantages of SMA’s power plant solutions.

In addition to the general invitation to the booth, a personalised mailing to decision makers also included VIP passes to lectures, technical trainings and an evening event.


  • Strategic Consulting
  • Concept
  • Design
  • Copy (englisch)
  • Implementation
  • Shipping and Handling (Europe-wide)
  • Project Coordination

A fictional equation with real values shows that investing in commercial photovoltaic systems truly pays off. What’s more, it convinced the mailing recipients and motivated them to visit at SMA at the trade fair.


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