does not exhibit at the real estate trade fair Expo Real itself but the industry decision makers who gather there may be of great in terest to it as a target group Data protection compliant offering Messe München makes use of the extensive data it keeps on its trade fair visitors with TrustedTargeting On the basis of this data over three million decision makers from around 220 countries can be reached at any time wherever they are and via a range of platforms Facebook LinkedIn or Google for example It is critical for the service to comply with data protection requirements Consequently Messe München only uses anonymised data and never relinquishes ownership of this data Nobody outside the company ever sees it Verified success stories TrustedTargeting has been available for two years and already been used successfully by a variety of companies One of these was a German airport one of Europe s largest hubs The airport wanted to promote its de partures online and attract the attention of a target group predisposed to travel To this end data from the leisure and travel fair f re e was used As a result the click rate significantly improved An international manufacturer of agricultural and construc tion machinery provides another example The company s aim was to increase the num ber of views of its videos a Working Hero trailer and episode in bauma s social media channels The results were again impressive the trailer and episode were clicked 230 000 times And for good measure here is a third example the technology group Jenoptik ex hibited at Laser 2019 In parallel with its trade fair appearance the company wanted to further increase its online presence among the trade fair s target group and inform this market segment about two product innova tions It certainly succeeded in that The low bounce rate and extremely long time visitors spent on the website were particularly no table lows the market potential to be exploited to better effect It constitutes a new element in the digital marketing mix for its international growth strategy on relevant digital devices and channels Trade fair independent usage By addressing customers online the use of TrustedTargeting is not limited to the days when a trade fair takes place Although the digital solution is offered in the context of trade fairs it can also be promoted and used independently of them There are many con ceivable scenarios take a high end furniture manufacturer by way of example The com pany wants to reach consumers who are at least potentially interested in high quality of fice furniture through targeted advertising It FOCUS Author Dr Markus Dirr chief digital officer Messe München Contact markus dirr messe muenchen de

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