Using Social Media to Support Trade Shows: Developing the Capabilities

Abstract

The purpose of this case study is to identify the conditions for a company developing a B2B trade show's communication to move into an efficient Omni-channel communication approach. The case study method is used to describe the issues facing Plastic Omnium Environnement Company in deploying an Omni-channel communication approach. This company provides services to local authorities and private sector companies to dispose of their waste. Its Director of communication, Pierre Mereau, is faced with the fact that 160 French communes changed hands from one political party to another in the last local elections. This led to stagnation in terms of turnover-the time required for decision-makers to once again invest in waste management. At the same time, his General Directorate is asking him to make cuts and savings. Pierre Mereau evaluates its performance in the two last most important trade shows and set his mind to develop an Omni-channel communication approach. This case study provides an insight in an organization that is optimizing its communication strategy in a specific market. It should help companies to develop synergies between the trade show and social media.

Drivers and barriers of omni-channel retailing in China

“…Other than market share expansion and customer service improvement, a number of studies (Brynjolfsson et al , 2013; Lapoule and Rowell, 2016; Bell et al , 2014) have suggested that companies adopting omni-channel can gain brand awareness. Similarly, Avery et al .…”

“…As shown in Tables II and III, significant studies on omni-channel retailing have been conducted in developed countries, e.g., the USA (Brynjolfsson et al , 2013; Avery et al , 2013; Bell et al , 2014; Cao and Li, 2015; Chopra, 2016; Ishfaq et al , 2016), the UK (Lewis et al , 2014; Bernon et al , 2016), and Europe (Lapoule and Colla, 2016; Lapoule and Rowell, 2016; Hübner, Holzapfel and Kuhn, 2016; Hübner, Wollenburg and Holzapfel, 2016; Hübner, Kuhn and Wollenburg, 2016; Fornari et al , 2016; Emrich et al , 2015; Picot-Coupey et al , 2016). Only a few studies (Xiang, 2016; Xu, 2016; Yang, 2015) mentioned the emerging Chinese market reporting on the state of e-commerce development in China.…”

La comunicazione web dei quartieri fieristici

“…Emozionalità questa che deve essere ricercata non solo nella fase di pianificazione/realizzazione dell' evento fisico (Atmosphere, events), ma anche nell'approccio strategico sempre più omnicanale (Lapoule, Rowell, 2016) in grado di gestire i canali offline ed online fieristici (Trade Show websites, Virtual Trade Shows) in maniera sempre più sistematica, garantendo così ai visitatori l'uniformità della esperienza fieristica offline ed online. La rassegna dei contributi internazionali consente inoltre di rispondere alla seconda domanda di ricerca (RQ2), facendo emergere come la comunicazione web assuma oggi un ruolo strategico a sostegno delle manifestazioni fieristiche fisiche (Wu, Wang, 2016), ruolo questo che dipende soprattutto dalla presenza di siti web, in grado di accompagnare gli utenti prima, durante e dopo l' evento fieristico, oltre che dalla qualità dei siti (website structure, content design, user experience).…”

B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer

“…Recently, literature has recognized the usefulness of social media in promoting trade shows (Lapoule and Rowell, 2016) because improves the trade show's performance (Singh et al ., 2017). Even more, social media contributes to B2B engagement, an essential issue in research about social media (Brodie et al ., 2013; Hollebeek, 2019).…”