Event introduces digital media to attract the attention of exhibitors and visitors

Caxias do Sul/RS – Acknowledged as the main Subcontracting and Industrial Innovation Fair in Latin America, the 25^th Mercopar will be held in October 4-7, in Caxias do Sul. Focusing on industries such as industrial automation, rubber, electro-electronic, energy & environment, metal-mechanic, materials handling and storage, plastics and industrial services, this year Mercopar will introduce a new communication strategy aiming to attract the attention of exhibitors and visitors.

The digital platform gained even more importance in the planning phase, looking for an innovative and assertive strategy. “Inloco, for example, is an indoor georeferenced mobile media. An exclusive location technology that combines GPS information, electromagnetic sensor, accelerometer, and Wi-Fi, so we can deliver communication services to people who may be interested in Mercopar, with much more accuracy and less dispersal. We expect to have over 1.3 million impacts. We hope to achieve good results with this initiative,” explains Letícia Peroni, Service and Media Director at Global, SEBRAE/RS communication agency.

TARGET-AUDIENCE – Mercopar media started the Inloco mobile action focusing on the South and Southeast regions, because of industrial trade shows held in May, in São Paulo, and the expectation is to reach a larger number of people, spreading the word about the fair, taking into account the highly segmented target-audience.

The first experiences presented a positive result indicator of 2.57% (CTR), which represents the number of clicks an ad gets, divided by the number of times it is displayed to the user (impressions). This is thought to be an elevated rate, taking into consideration the 0.3% market average for display actions, once Inloco-covered websites/apps present different graphic stimuli.