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International promotion and advertising technologies festival PROMEDIATECH

The International promotion and advertising technologies festival ProMediaTech, one of the largest professional events for specialists of the exhibition and event industry, retail segment, e-commerce, digital marketing and MICE in Russia, was held January 24 and 25, 2022 at Crocus Expo.

ProMediaTech was organized with participation of the Russian Union of Exhibitions and Fairs. The event was supported by: the Union of Exhibition Contractors (SRO SVZ), the National Association of Event Organizers (NAOM) and the leading industry associations.

The goal of the project is to incorporate on the same platform online promotion channels (IT technologies, digital, E-commerce, network promotion, advertising on the Internet) and offline business communication platforms (exhibition stands, equipment, advertising and promotional materials) in the exhibition business, event industry and retail.

EXPOSITION

The latest developments in the field of business promotion and organization of events were presented on exposition comprising 7 000 sq m. 116 companies from all over Russia (Central Federal District, Northwestern Federal District and Ural Federal District) demonstrated trends and innovations of the industry, as well as examples of successful implementation and adaptation of the latest developments of the industry to promote business. Among exhibitors were 4 VIDA, ExpoForum Design, AEG, EuroExpo Stand, ExpoLink, BuildExpo, Bestly & Ko, VARS Expo, Montazhnik PO, Dart Group, Negus Expo International, R2 Expo, EBR Expo, Divex, EMG Design, Interform Expo, MX Group, Grata Production, Estelar, RealExpo Service, Expomaster group, Atlant Expo, Expo Mir, NewSpire and others.

BUSINESS PROGRAM

The first day of ProMediaTech began with the IV All-Russian Conference of the Exhibition Build up Industry. Kai Hattendorf, Managing Director of the Global Association of the Exhibition Industry (UFI), welcomed the participants of the conference within the frames of the session held by the Union of Exhibition Contractors SRO. Yevgeny Zasimov, Superjob business coach, highlighted the topic of finding and hiring personnel for the exhibition business industry: he spoke about the situation in the labor market and effective hiring tools, presented trends and a review of the salaries of applicants, and held a master class.

Expert discussion and wow-technologies battle Emotions Marketing. How do Emotions Help to Attract Clients? became the next significant event of the first day of the exhibition. The event had been organized by Evgenia Manukovskaya, founder of Expomap.ru, expert in launching and promoting hybrid and online events, author of the Expolead course. The event was held in the format of a battle of the emotion marketing products featuring interesting technologies that increase customer engagement, raise conversions and, at the end of the day, attract customers. Participants held short presentations with feedback from experts and a final audience vote for the best product. The experts were: Anna Nebaeva, Marketing director of Tinkoff Kassa; Nicholas Koro, Chief curator of the Research Center of Brandmanagement and Brand Technology RCB&B; Ekaterina Moskvina, Deputy General Director of BUSINESS DIALOGUE, public representative of the Russian Convention Bureau. According to the results of the vote, the VResorts project, which was presented by its founder Vladimir Varnavsky, was recognized as the most interesting.

Session by the National Association of Event Organizers Why Do We Need Technical Production completed the business program of the first day. Speakers: Igor Polonsky, Head of Director's Cut; Ilya Evdokimov, CEO of Brothers Production. Technical production of events; Kirill Kosenko, Director General of BURO 3K; Dmitry Pokras, Head of Pokrass Production directing group).

The main event of the second day of ProMediaTech became the session Marketing and Sales. The event was moderated by Diana Kotova, a member of the Marketing Guild, a certified expert on marketing communications, Executive Director of AVS, executive secretary of the commission on exhibition activities of the Russian Union of Industrialists and Entrepreneurs (RSPP). Key presentations during the session:

• Trends and solutions in retail 2022 from Yandex.Direct. Viktor Palamarchuk, Head of performance sales Yandex, presented a detailed market analysis, spoke about focus of work; new tools to facilitate the launch of an advertising campaign; conversions, strategies and strategies training; business problems meeting.
• Alina Zinnatullina, CEO of INSIGHT People platform, spoke about Influence Marketing as an Effective Promotion Mechanism.

Business, transformational, coaching and psychological games were held within a special Zone of games of the OOOOO.EVENTS agency January 24 and 25. The events were held by the staff of the companies BRefactor, GamEducation, Salestream Consulting, Step2Future and specialists of the International Professional Guild of Psychologists Game-practitioners.

VISITORS

ProMediaTech was attended by 2,000 visitors: leading contracting companies for the development and equipment of stands, forums and events of any scale, manufacturers and suppliers of materials and equipment, marketers, event managers, PR specialists, brand managers, designers, architects, SMM specialists, digital marketers. The area of activity of most visitors is marketing and advertising.

Experts got acquainted with effective sales techniques, proven marketing tools, the latest trends and the latest technologies to promote companies.

The organizers plan to prepare an even more rich event platform with thematic events, presentations, attracting top speakers and interesting guests in 2023. Join the project - become a member or partner of the International promotion and advertising technologies festival ProMediaTech!

See you at Crocus Expo in 2023!