MAISON&OBJET, the interior design show, took place 24–28 January 2014 at Paris Nord Villepinte.
To promote this session, the Italian office made use of social media, in particular the professional network LinkedIn. Seven groups of Italian professionals corresponding to the M&O’s target audience were selected (interior design, decoration, luxury objects).
Promosalons Italy joined these groups to be able to post content about the exhibition in Italian. It emerged that communicating with professionals in their native language had more impact. They felt more involved in the discussion.
Very quickly, the Italian office was able to identify the most popular topics: the must-see sectors, show dates, and flagship in-show events and activities.
After a few posts, users started to comment and some contacted the office directly by e-mail. The threads started by Promosalons Italy were shared and recommended on LinkedIn by professionals from various sectors.
With this campaign, the Italian office was able to spark the interest of new visitors and explore new ways of adding essential leads to its database, e.g. architects, yachting experts, buyers.
Over to Maria Teresa Ajroldi
Communications Manager, Promosalons Italy:
« LinkedIn is an effective relationship marketing tool which is now widely used by Italian professionals (over 4 million members in 2013*). So it was important for us to offer to help our exhibitions with their social media promotion.
And we are very glad we did! This campaign for MAISON&OBJET generated high-calibre leads and boosted the show’s reputation. Having an Italian-speaking contact is a major advantage for Italian professionals and we were more effective in grabbing their attention.
However, we must not lose sight of the fact that this type of operation is even more effective in the long term... We hope that other exhibitions will venture into the world of professional social media. We’re convinced they can only gain from the experience.»
*Source: LinkedIn Italy