A straightforward platform for business transactions, workshop-style interaction, well-structured offers and attractive special areas: with this new concept, ZOW has successfully established itself as a creative exhibition and order fair for suppliers to the furniture industry and interior design. The trade show wants to use this positive image to establish itself even more firmly in the relevant set of furniture industry, crafts, designers and architects.
The strategy: Letting others speak for you in order to make a more credible impression. to further sharpen the profile of ZOW, we created a testimonial campaign highlighing the added value of the event that addresses exhibitors and visitors across all relevant channels over several phases, right up to the start of the show. Live reports and photos of the furniture manufacturers on site ensured authenticity and offered identification potential. An accompanying campaign on Facebook and LinkedIn directly activated trade fair participation and visit. Comprehensive live reporting rounded off the campaign for ZOW 2020.
The result: The authentic testimonial campaign boosted ZOW's image as an uncomplicated think tank, networking platform, and order fair with added value for suppliers, providing an essential contribution to the success of the event. The supplementary performance campaign was reflected in rising registration figures and ticket sales.