• By Annette Kilzer

Next Stop: Online Community

Koelnmesse is consistently developing the Matchmaking365 platform further in the direction of an online community.

Whether content marketing, brand storytelling, native advertising, user-generated content, or inbound marketing: hardly a season goes by without the marketing branch brandishing new buzzwords. But the most important question for wohlgemuth + team remains the same: which measures are appropriate for which customers?

For the trade fair branch, online communities constitute the logical next important step. Already since 2006, wohlgemuth + team has been responsible for the development and support of its Matchmaking platform for Koelnmesse’s trade fairs. Started purely as a networking service tool, the Matchmaking 365 Service was consistently expanded to become an active Online Business Community.

System flows for generating and processing content precisely coordinated by our own team of developers; editorial preparation; quality control and optimization (of texts, images, and video): these are all indispensable for a convincing customer journey. Because today, campaigns are no longer at the center of supplier-customer communication; the customer’s needs are. Matchmaking365 is for that reason both a networking platform and a UGC engine.

The decisive criteria for the success of a Business Community, alongside authenticity, are:

  • The relevance of the community
  • Curated content
  • White Paper downloads
  • Personalized presentation of members
  • Possibilities for interaction between members
  • User-generated content
  • Making relevant business contacts online
  • Active community management
  • Advertising options

“Even already existing media platforms such as Matchmaking365 need to be consistently further developed digitally. Due to their high level of professional competence, w+t as a digital agency are an excellent partner for us.”
- Sebastian Nitsch, Leiter Marketing-Services bei der Koelnmesse GmbH

With the promising combination of information, presentation, and communication, new paths are opened up for the interaction between exhibitors, visitors, and trade fair organizers. Big Data is indispensable for this.

“The success of this new digital business model depends directly upon exactly analyzing the needs of customers and the specific branch, and providing them with appropriate services” explains agency director Jens Wohlgemuth. Decisive for this, as Roland Berger/SAS recently noted, is whether the data offers insights that can be implemented as business practice, or whether it only creates the impression that it can. Through member surveys and systematic data analysis, wohlgemuth + team can provide an exact picture for every trade fair community and every sector. “As a highly capable and established trade fair media agency, we know how digital offerings need to be conceived and designed in order to be accepted by trade fair participants.”