Trade fairs are major annual events that bring together visitors from many cities and countries. Technology, automobile, gaming, animation: In Germany various trade fairs take place. As marketing events, they attract many visitors through their variety of different activities. Manufacturers and retailers can present their goods and services there. In Hanover and around the trade fair grounds in there are many advertising faces ideal for creating visibility during the trade fair.
In this article, you will learn why outdoor advertising around the trade fair grounds is worth it and how different media can be successfully combined into a media mix to skilfully pick up the target group on their way to the trade fair.
Trade fair advertising – your media mix
Draw attention to yourself and be visible!
There are many advertising media available for your trade fair advertising. Not only directly in front of the fairgrounds, but also at important traffic routes. The airport, the main station, the access roads and the train station in front of the trade fair in particular are important POIs (points of interest) to adequately accompany trade fair visitors to the trade fair.
Whether digital screens at the airport baggage belt, big banners at the main station, large-scale billboards and city light boards at the trade fair station or even mobile advertising spaces such as video trucks or cool light bikes right outside the door. You have the choice and option to put together your own media mix. Used correctly, the different advertising media will form a network that guides the people to the trade fair and your fair booth. Therefore, it is important to extend your branding beyond the fairgrounds with out-of-home advertising to attract as many people as possible. This will help your target group find their way to you.
Meeting places: Out-of-home ads at the train station and airport
Make the most of your options! – Approach your clientele directly with your advertising and create a visual statement at the same time.
The main station and airport in Hanover are the arrival point where it all begins. This is where your target group arrives. Thousands of people are processed at the airport and main station every day. That’s why advertising can also be seen here. Especially when trade fairs are in full swing, you can ideally meet many of your visitors at Laatzen station or Hanover airport. After all, these are the first touchpoints before they arrive at the trade fair.
At Hanover airport, various coloramas and lightboxes lead the way from the terminal to the baggage claim and straight to the exit. Strategic placement on these backlit posters makes the perfect first impression. After that it’s off to the city by train or cab. For those arriving by train, Hanover main station is the first place of arrival. Here lots of poster media and banners are available for your branding. Next stop is the trade fair. Use the poster advertising at the roads leading to the fair and at the Laatzen station to reach all arriving trade visitors.
The World rides on us – Hendrickson at the IAA
They know all about car mechanics and how to use advertising media, too. Hendrickson simply knows how to do it! – At the start of the IAA Transportation trade fair 2024 in Hanover, they will be present and pick up your target group at the important touchpoints outside the trade fair.
At the IAA, suppliers, retailers, and car enthusiasts come together to experience the innovations of automobile mechanisms. An exchange in which everyone present talks about their expertise. Hendrickson used the trade fair to their advantage to present their new product and invite visitors to their fair booth.
At Hanover main station, they displayed themselves on big banners on the glass elevator, which is located right at steps that go up to the platform where the train runs directly to the trade fair. Guiding the IAA visitor right to them. At the Laatzen station, they used the Station Tower. This three-sided advertising medium was placed directly at the passageway that leads to the west entrance of Hanover trade fair. It is therefore highly visible to all visitors arriving.
For those arriving by car or cab, they have also placed posters on City Light Boards on the main access routes from the city. This ensures that you meet all trade fair visitors.
Save to say, that out-of-home advertising at trade fairs is a very helpful tool to strengthen brand awareness in your direct target group. The amount of advertising media in this media mix is indispensable, as it addresses visitors several times on their way there and via different channels. Hanover is no exception.
Advertise your trade fair in Hanover now! You are closest to your target group at the airport, main railway station or Laatzen station.
Don´t miss out on this opportunity and book now, before the best location are gone.
