Heidelberg, the printing press people, are on track to pull of some great integrated marketing tactics for their upcoming trade show in Dusseldorf. This only makes sense. The trade show is no longer just about the show, but about another venue to further/begin the long relationship with customers. I wrote an article a while back about Internet marketing for trade shows, but this goes much further. This is about bring the entire experience full circle, using the right tools to make it cost effective, and showing your customers that you've got it together.

"Heidelberg's multi-stage concept is based on personalized addressing of target groups and dialog between the company and its customers - before, during and after the trade show. The various international measures involve customers, employees, opinion leaders, print-media buyers, journalists and investors and utilize all existing communication channels from dialog and advertising campaigns to electronic and print media, the website and, last but not least, the drupa booth itself. This will all be complemented by targeted marketing measures around the exhibition center," says Dr. Klaus Spiegel, Member of the Heidelberg Management Board and responsible for products and marketing.