Category: Presse
Students at the Hochschule Rosenheim, University of Applied Studies, to develop a marketing strategy for eCarTec, the leading international trade fair for electric mobility, being held in Munich a third time
Munich: Last summer semester, students studying at Hochschule Rosenheim developed a tailored visitor marketing strategy for the internationally leading trade fair for electric mobility under the direction of Prof. Dr. Janett Höllmüller from the Business Administration department. eCarTec will take place in Munich for the third time. Marketing professor Höllmüller’s team developed a lead generating and online marketing concept. This professional strategy can now be used by the organizers to enter into a dialog with potential clients and to approach new interested parties. The future business economists were able to apply their knowledge to a real project and to gather useful practical experience. A total of five teams analyzed the current situation at eCarTec and developed marketing strategies independently.
"The projects themselves are clearly structured, but a lot of creativity and innovative power are needed to implement the ideas in real life and in competition with others", says Höllmüller. "It is important to have the courage to stand out and to approach the target groups in a targeted and professional way. In addition, it goes without saying that the consistent post-processing of contacts and regular debriefings are equally important. Our goal was to achieve a maximum effect with a small budget. Students and the eCarTec trade fair both benefited from this project".
For the project titled "lead generation for the e-mobility trade fair eCarTec", students were instructed to develop concepts for approaching the relevant target groups of the trade fair and to determine suitable communication channels. "A sensible mix of offline and online channels are being used", says Höllmüller. "For example, we designed a website and a blog on the topic of e-mobility and designed Twitter and Facebook entries as well. Moreover, we set up info stands in the city and at the university", explains the expert for digital marketing. "It is of great importance for a trade fair to be able to attract new visitors. Social media are more than just a trend or hype, but rather an integral part of our company communications, which is why the launch is considered the beginning of our work rather than the end. By achieving wide acceptance among users across social media channels we managed to establish an enormous visitor potential from which we can benefit ", says Robert Metzger, Managing Director at MunichExpo, the organizer of eCarTec 2011. "We are very happy about the cooperation between the Hochschule Rosenheim and eCarTec. We were surprised and impressed by the creative urge demonstrated by the students. Under the professional guidance of Prof. Dr. Janett Höllmüller, excellent concepts and implementations were achieved during the course of this project. We will give special attention to the evaluation of the results after the end of the trade fair in October and publish them".
About the eCarTec trade fair
The leading trade fair for electric mobility is an excellent opportunity to acquaint yourself in detail with the cross-sectional "project" of e-mobility. The trade fair will take place October 18-20, 2011 at the New Munich Trade Fair Center and will present electric vehicles, storage technology, and drive and engine technology. It also deals with the topics of energy, infrastructure, and financing. An additional training area where end consumers can test the latest electric vehicles and familiarize themselves with this technology will also be available. This trade fair focuses on developers, construction engineers, designers, managers, traders, car fleet managers, private car buyers, and decision makers from politics and public authorities. A specialist conference on electric mobility will round off the event. The leading trade fair for material applications, MATERIALICA – 14th international trade fair for material applications, surfaces, and product engineering – will take place alongside eCarTec as well as sMove360° - 1st international trade fair for smart car communications. The large number of representatives from the automotive industry is sure to promote a synergy effect between both trade fairs. MATERIALICA considers itself a link between the engineering and supply industry.
About Hochschule Rosenheim
The internationally acknowledged Hochschule Rosenheim, University of Applied Sciences, is one of the most important universities in southeastern Bavaria and combines its regional profile with an international reputation. It focuses on technology, economics, and design. Seven departments ensure an applied and practical education. The 4,400 students can benefit from well-equipped workshops and laboratories and from intensive personal tutoring and sophisticated teaching that guarantees career opportunities way above average. A total of 140 professors are employed in the field of research and teaching.
PRESS CONTACT
Marco Ebner
Tel.: +49 (89) 32 29 91-13
Fax: +49 (89) 32 29 91-19
marco.ebner@munichexpo.de
www.ecartec.eu
ORGANIZER
MunichExpo Veranstaltungs GmbH
Zamdorfer Straße 100
81677 München
Germany
