- The "DMG MORI Events - EMO 2023" trade fair app enables visitors to DMG MORI City in Hall 2 at EMO in Hanover to interact digitally with the machine tool manufacturer
- App users benefit from more information during their visit to the trade fair - and can continue to use it afterward
- DMG MORI gains valuable insights through the app and can better target subsequent activities to leads and customers
Gütersloh - DMG MORI, a leading global manufacturer of machine tools, is opening "DMG MORI City" at EMO Hannover 2023 (September 18 - 23, 2023, Hall 2) and offering trade fair visitors inside a particular highlight this year: the "DMG MORI Events - EMO 2023", an interactive smartphone app that takes the event experience to a whole new level. The app, developed by the Digital Experience (DX) specialists at Arvato Systems, offers a wealth of information for optimal planning, implementation, and follow-up of the trade fair visit. But that's not all: it provides the machine tool manufacturer with valuable insights into the behavior of the potentially more than 100,000 trade visitors inside the trade fair who use "DMG MORI Events - EMO 2023". The app has been available free of charge in the Apple App Store and Google Play Store since August.
Trade fair visitors have many good reasons to install the free app for visiting DMG MORI City in Hall 2. The app offers a detailed hall map, registration for guided tours, further information, and brochures. Using QR codes, visitors can transfer all valuable information (e.g., on a machine) directly to their smartphone and retrieve it at any time. Registration for the catering area in the DMG MORI City can also be handled via the app. Those who want more action at the trade show can participate in a beacon rally through the entire machine park and receive a reward. For this very purpose, some of the dozens of machines in DMG MORI City are equipped with beacons that communicate with the smartphone app via Bluetooth.
Getting to know trade fair visitors better
Addressing the trade fair visitors digitally in the massive Hall 2 and involving them personally also brings an essential advantage for DMG MORI. By using the app, the machine tool manufacturer gets to know its visitors better - and in full compliance with DGSVO. A fundamental problem that many exhibiting companies have at trade fairs is that they often only learn about the needs of a fraction of the audience. Arvato Systems developed the DMG MORI Events App to motivate visitors to disclose their interests and thus take advantage of the many digital opportunities for interaction and information. By digitally accompanying the onsite event, DMG MORI gains a much clearer picture of the interests of EMO visitors. Even DMG MORI's employees in the DMG MORI City benefit from the app because it contains a comprehensive trade fair guide.
Optimized lead capture and event tracking
Irene Bader, Member of the Management Board at DMG MORI, tells us how the app idea came about: "We have greatly developed our digital communication for our customers in recent years. We now want to use this content at on-site events and thus bring the digital possibilities to a live event. The DX specialists at Arvato Systems have already created a digital event platform for us. Now, with the app, they have solved two key challenges of our trade show appearances: We have more identified visitors and learn which machines are interesting for whom. Their interaction capabilities give us precious data on our target audience. This enables us to do data-driven marketing - with much better lead capture and more effective event follow-up."