Trade Fair Marketing — Global B2B Technology Provider
Case at a Glance
Global B2B technology provider
Introduce SME solutions across Germany, Austria and Switzerland during a major international trade fair
Six-week cross-platform activation — long-form podcast, panel and interview video, short-form recaps, Startup.Radio
~50,000 podcast streams and impressions; ~44,000 long-form video views; ~3,000 short-form views; ~4,000 Startup.Radio listeners; charted in 17 countries
How does a company connect an event abroad to buyers at home?
By translating the event rather than reporting on it. This provider wanted to introduce solutions for small and medium-sized businesses across Germany, Austria and Switzerland during a major international trade fair — an event happening somewhere its regional audience was not. Startuprad.io built a six-week cross-platform activation combining long-form podcast coverage, panel and interview video, short-form recaps, Startup.Radio distribution, interviews with strategic partner executives, and regional messaging for each market. The campaign charted in 17 countries.
The situation
A global B2B technology provider wanted to introduce SME solutions across Germany, Austria and Switzerland during a major international trade fair. The challenge was connecting an event taking place abroad with a regional professional audience at home.
The approach
A cross-platform activation combining long-form podcast coverage, panel and interview video, short-form event recaps, Startup.Radio distribution, interviews with strategic partner executives, and regional messaging.
What the partnership created
- approximately 50,000 podcast streams and impressions
- approximately 44,000 long-form video views
- approximately 3,000 short-form video views
- approximately 4,000 Startup.Radio listeners
- cross-platform coverage tied directly to the international event
The outcome
The six-week campaign charted in 17 countries, connecting global trade-fair activity with a regional SME and technology audience.
What it demonstrated
International events create more value when the content is translated into a campaign for the markets the company actually wants to reach.
Relevant for
Enterprise technology providers; telecommunications companies; cloud and infrastructure vendors; industrial technology companies; companies launching through international trade fairs
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