ProWein Düsseldorf sets new standard for B2B wine trade fairs with its I2A

With its new Insights to Action (I2A) Framework ProWein Düsseldorf is now consistently developing its digital services still further, placing even greater emphasis on the needs of international trade visitors. It is the first international B2B wine trade fair to offer a structured, data-based concept that accompanies trade visitors along their complete customer journey – before, during and after the trade fair.

The goal: more guidance, more targeted contacts and more efficient trade fair visits. I2A helps trade visitors find and compare relevant exhibitors and products faster and arrive at well-informed decisions. At the same time, exhibitors gain more exposure where purchasing decisions are taken.

Following the guiding principle of “Activate. Integrate. Generate.”  ProWein Düsseldorf is therefore consistently developing as a modern B2B business platform – structured, connected and clearly focused on commercial relevance.

From analysis to practical solutions

Forming the basis for I2A is a comprehensive scientific analysis of the purchasing behaviour of B2B wine buyers. The Framework was developed by Kerstin Houf, Senior Project Manager in the ProWein Düsseldorf Team, for her Master’s in the International Wine Marketing degree programme at the University of Applied Sciences Burgenland.

Her dissertation focused on the question of how international trade visitors prepare for their trade fair visit, what information is truly of relevance to decision-making and what criteria determine the exhibitors and products selected.

“The insights gained were directly incorporated into the further development of our digital services,” explains Houf and adds: “Our aim is to offer true added value to both trade visitors and exhibitors alike – by way of clear structures, relevant content and more efficient trade fair preparation.”

Targeted orientation rather than a flood of information

The insights obtained from the analysis were then carefully fed into the consistent development of the ProWein offerings – from optimised filter categories to content-rich exhibitor profiles to clearly structured product information.

Trade visitors can precisely filter exhibitors and products by origin, price segment, availability or other criteria relevant to their decision-making. Using the integrated matchmaking tool Fair Match appointments can also be made with matching exhibitors direct – in a transparent, structured and efficient way.

Accompanied customer journey – before, during and after the trade fair

I2A (Insights to Action) accompanies trade visitors throughout all phases of their trade fair visit:

• Before the trade fair: targeted search, comparison and appointment planning
• During the trade fair: better orientation, digital notes on products, vintners and Masterclasses as well as informed conversations
• After the trade fair: continuous follow-up of all leads and data

Conversations, product information and tastings also remain available after the trade fair. Exhibitors can be recontacted and purchasing decisions can be arrived at without time pressure.

Sharing knowledge, providing guidance

Complementing the digital Framework, the ProWein team offers special exhibitor tutorials. These share findings about the current search and decision-making behaviour of international B2B buyers and show how exhibitors can optimise their profiles in a targeted way.

An animated tutorial, embedded in the accompanying visitor campaign also illustrates how I2A changes trade fair preparation and visitor guidance.

Focus on quality, structure and commercial relevance

With I2A ProWein Düsseldorf deliberately banks on quality, on clear structures and on sustainable business development. The trade fair hours are used more efficiently, decision-making is better informed and the concrete commercial benefits are higher for all parties involved.