With LIGNA, the Deutsche Messe AG organizes the world's leading fair for woodworking and timber processing. It takes place every two years and displays the latest machines, equipment and tools to trade visitors. In 2017, the fair has a new layout of themes: the exhibition is no longer split according to the users, but completely according to the latest technologies. Our challenge: How do we motivate carpenters and foresters to visit the fair, even though they are no longer mentioned in the structure?
In order to develop a better understanding of the target groups, understand their needs and learn about their motivation to visit LIGNA, we first conducted random interviews with individual representatives. The insights gained form the basis for our integrated target group campaign, which puts the artisans, carpenters and foresters in the focus of the communication, is emotionally appealing and calls for a visit to the fair.