«Trade show organisers, other than taxi companies (competition from Uber!) need not be afraid of the digital transformation. On the contrary. The trade show business modell will not be replaced by new technologies, (hint: Only where show organisers ignore the digital transformation), but it will add to their strength.»
Roland Kumin, CEO of the Swiss-Siliconvalley Start-Up Balluun (Balluun as in the German hitsong of Reinhard Mey: In the Cloud, freedom will be limitless) is a clever guy. Balluun is about to revolutionise the way we do trade shows, currently with some of the biggest show organisers in the world like UBM Advanstar.
And this is how Balluun helps to raise efficiency of trade shows for their organisers, for exhibitors and for buyers: In the year 2013 1685 retail buyers were registered online with ShoptheFloor, one of the biggest American fashion shows. The recent show in February 2015 saw 9’300 registered buyers.
In the year 2013, 246 exhibitors had their online showroom registered whereas in the year 2015 the Balluun digital marketplace saw 1526 registered showrooms, i.e. exhibitors, who registered themselves online.
It is no surprise that future technology is developped and hits off in the USA first. Americans have a natural aptitude towards marketing, selling and innovation. For me it is not a question of whether but when the digital transformation will arrive in Europe and at other leading trade show organisers around the world.
The Balluun digital marketplace 365 is developped exclusively for the trade show industry and social media are a key feature. Why?
In its «Connecting with B2B buyers» LinkedIn Sales Solutions» LinkedIn says, that a majority of buyers and executives are using social media to make purchasing decisions. And: Cold calls and emails are increasingly an immediate turn-off. Think.
P.S. Balluun is a partner of Smartville. We provide high profile communications for customers like you and if you are interested in content- and technology-strategies such as on social media, give us a call. You will be surprised of the friendly reception you receive from our staff.