There are lots of tools to help here. But few are as effective as WOM – an acronym for ‘Word of Mouth’ - good old-fashioned personal recommendation. That, in turn, works better, the greater the degree of trust there is between the receiver and the transmitter.
And this is precisely where the bloggers’ strength lies. They are often closer to the consumers than the company bosses, because their perspective on products and selections of goods is that of the user. This means that they can give manufacturers and retailers some practical tips as to why it is that some products look particularly attractive or how they might be marketed. Moreover, bloggers communicate news targeted specifically at particular interest groups, who are not – or only partly, at least – reachable via traditional media.
The basis for such cooperation is a sound relationship between the company and the blogger. Michaela Hoechst-Lühr has set up a platform for this with ‘BlogUps’. This initiative links bloggers, exhibitors and retailers in a network, via a central hub (Hall A 1 Stand C 60) at Nordstil. From 22 to 24 July 2017 the regional ordering platform of the north will be opening its doors in the Hanseatic city of Hamburg. “BlogUps is a proactive hub and digital meeting place for everyone,” confirms Michaela Hoechst-Lühr. “The stand stimulates interdisciplinary discussion and provides the base camp from which blogger relations and inspiring ideas will be carried into the future.” On the stand, bloggers will share with others information about which product groups they are particularly interested in and which products they themselves think are exciting. At the same time, retailers and manufacturers are invited to come to the stand to get information on ways of speaking directly to specifically chosen target groups and on how they might set up some trendsetting collaborative ventures with bloggers.
BlogUps is being organised by Michaela Hoechst-Lühr. With her “https://herzelieb.de” she has become one of the most experienced and influential food bloggers in Germany. Alongside her, up to 15 other bloggers will be on hand at the Nordstil stand. They will include Daniela Müller of http://www.cozy-and-cuddly.de, Julia Stump of https://zartbitter-und-zuckersuess.de/, Mark Müller of http://www.entdecke-den-norden.de/ and Indra Kaldewey of http://photolixieous.com.
Calling all bloggers
Bloggers in the fields of beauty, DIY, fashion, food and lifestyle, who would like to take advantage of BlogUps, in order to establish contact with manufacturers and retailers, can apply, up until 01 June 2017, by sending an e-mail to: miho @herzelieb.de
Nordstil – Hamburg Regional Order Days
Nordstil (22 to 24 July 2017) is the regional order platform for the north of Germany and neighbouring countries. It is characterised by an extensive product spectrum split into six distinct product segments: House & Garden, Style & Design, Gifts & Stationery, Kitchen & Gourmet, Relaxation & Well-Being and Jewellery & Fashion. For the retail trade between the Weser, Elbe, Harz and Øresund, Nordstil is the regional order venue for the spring / summer and autumn / winter / Christmas seasons.
You will find all the details at nordstil.messefrankfurt.com.
Please do not hesitate to contact us at nordstil @messefrankfurt.com for any further questions.
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Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With some 2,400 employees at 30 locations, the company generates annual sales of over €640 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
Further information on the company can be found at: www.messefrankfurt.com