Organizer: Venue:
“You have to be here!“
THE CHALLENGE
“What ideas do you have for reaching young people?”
OUR RESPONSE A revolution in communication
It was necessary to: reach a new, younger audience (aged 25+) and inspire them to visit the Fair; create a space that brings generations together and strengthens the bond between the Fair and its participants; develop activities that combine business and entertainment effectively, showing that trade fairs can be attractive from business and lifestyle perspectives.
MARKETAND
ANALYSIS
PERFORMANCE INDICATORS (KPI)
MARKETING CHANNELS
STRATEGY Krakow
What’sthe connectionbetween theDragonand dentaltradefairs?
BRAND HERO BIG ID
STORYTELLING VIDEO SOCIAL MEDIA
IMPLEMENTATION VISUAL IDENTITY
CREATIVE PROMOTIONAL MATERIALS IMPLEMENTATION
VIDEO AD
BEHIND THE SCENES FOOTAGE
INFLUENCER MARKETING IMPLEMENTATION
“FESTIVALISATION” OF THE TRADE FAIR IMPLEMENTATION
LOCAL PARTNERSHIPS IMPLEMENTATION
TRADE FAIR PROGRAMME UPDATES IMPLEMENTATION
NUMBERS GROWING YEAR BY YEAR AFTER PANDEMIC RESULTS
10,811
342
VISITORS EXHIBITORS OVER INNOVATIONS
150
RESULTS
THE 25–34 AGE GROUP HAS THE LARGEST AUDIENCE
SHARE ON FACEBOOK AND INSTAGRAM
INCREASE IN REACH
INCREASE IN FOLLOWERS
AN INCREASE IN SOCIAL MEDIA ACTIVITY
RESULTS
9 MILLION OVER PEOPLE
REACHED BY
MEDIA PUBLICATIONS
KPI
The expected outcome consist of increased ticket sales among young people (aged 25-34 and 35-44).
THE NUMBER OF YOUNG DENTISTS
THE FAIR INCREASED BY
COMPAREDTOLASTYEAR, I.E.SLIGHTLYMORETHANTWICE.
INFLUENCERS AS EVENT AMBASSADORS CSR – ADDED VALUE
ACTIVITIES
FESTIVALISATION OF TRADE FAIRS
BEST PRACTICES
FOR THE TRADE FAIR INDUSTRY
CULTURAL HERITAGE
SUSTAINABILITY – BLEISURE
PERSONALISATION AND COMMUNITY BUILDING
