DMG MORI Events App turns visitors into interactive participants

DMG MORI's declared goal was to optimize the trade fair experience for the public and at the same time gain precise insights into customer interests as an exhibitor. The idea: an interactive smartphone app that offers a wealth of information for optimal planning of the trade fair visit and involves the users personally. The advantage for the machine manufacturer: more clearly identified visitors and insights into their true needs.

The task of the DX experts from Arvato Systems was to develop an interactive app for EMO 2023 that contains a precise map of the hall, enables registration for guided tours and provides additional information and brochures. The DX team also ensured that trade fair visitors could have all valuable information (about a machine, for example) transferred directly to their smartphone via QR codes. Registration for the catering area in DMG MORI City could also be completed via the app. For visitors who wanted more action at the trade fair, Arvato Systems integrated a beacon rally through the machine park, at the end of which the participants received a reward. Some of the many dozens of machines in DMG MORI City were equipped with beacons that communicate with the smartphone app via Bluetooth.

Addressing trade fair visitors digitally on site and involving them personally also brought DMG MORI an important advantage: the fundamental problem of often only finding out from a fraction of the audience what their requirements are was eliminated. Thanks to the digital support of the on-site event and the interaction options integrated into the app, DMG MORI was able to obtain a much clearer picture of the interests of EMO visitors - and in full compliance with GDPR. The highlight: the company can now carry out its marketing based on this data - with significantly better lead capture and more effective follow-up activities after the event.

With the app, the DX team from Arvato Systems solved two central challenges for DMG MORI: Firstly, the machine tool manufacturer was now able to identify more visitors, and secondly, it learned which machines were of interest to whom. Last but not least, Arvato Systems developed the DMG MORI Events App to motivate trade fair visitors to disclose their interests and thus take advantage of the many digital interaction and information opportunities.