His company United Internet Media (UIM) has been a long-term exhibitor at DMEXCO in Cologne, Europe’s leading marketing and technical event. UIM CEO Rasmus Giese will meet with almost all important decision-makers there. In the interview he explains how to make the most of the event for business.
Actually, there are three days: Several pre- and side events such as the Ad Online Summit or the OVK Executive Dinner are added on top. United Internet Media (UIM) has approximately 60 employees on site at DMEXCO – including our sales professionals, product managers and experts for data, conversational marketing and programmatic advertising. At our stand in Hall 8 we will be presenting our UIM brands as well as WEB.DE and GMX – this is our home base for customer discussions. We will also be sharing our knowledge and experiences on different levels over these three days. We also learn and gain insights from the other speakers. It is give and take. We start planning accordingly early so that everyone has a busy schedule.
RASMUS GIESE
Rasmus Giese has been the managing director of United Internet Media (UIM) since September 2013. He is therefore responsible for marketing United Internet’s own portals (WEB.DE, GMX) as well as the portals com -Participant. The business graduate began his career in 1996 as a consultant at the advertising agency Scholz & Friends. In 1998 he moved to media marketing at AOL Germany and from 2000 he was sales director in the interactive marketing area; later he was managing director of Ströer Interactive and managing partner of Performance Advertising.
Three would certainly not be enough. Ten or more is the rule. Intensity, content and duration can vary: Is it a current customer or a new customer? Does the customer want to get information first or negotiate specifically? Is it about commercial matters or also about technical details?
What are people talking about?
Ideally, the main points of the content are defined in advance. If we have a special briefing, we can present our solutions and products in a separate presentation on site, deliver concepts and then discuss them.
It is not usually like that. But once we have discussed the contract specifically, we will part with a handshake. After that, all you have to do is complete the formalities. Only then will the deal be dry.
60 UIM employees make at least ten meetings a day at DMEXCO – that’s a lot of customer meetings. What are you left with in terms of sales?
In terms of leads, DMEXCO is definitely the most successful event for us. It is difficult to determine the exact conversion because many things are coordinated in advance and completed afterwards. The personal discussion at the trade fair is a key and often decisive point in contract negotiations.
We can see that the character of DMEXCO has changed over time. In the early years it was an event for digital experts. But since the digital space has now become so important in advertising, almost all marketing and media decision makers now come from both the client and the agency side. This is a good development because it makes the event even more relevant.
Do you conduct customer meetings at DMEXCO yourself, or do you allow yourself to go on site a bit?
DMEXCO and Online Ad Collection – for me that means 72 hours of business. DMEXCO happens at the best time before the important year-end business – I meet almost all the important decision-makers on site. I am often called in to meet at our stand to take forward joint projects. And then there are the press conferences and appearances at the DMEXCO Conference.
Almost the entire industry is represented; the business is completely at the front. That’s why UIM is coming to Cologne with all the teams.
What are customers who are there and may want to know from you?
Customers usually want to know from us how we can use our portfolio to help them achieve their marketing goals. What are the unique features and USP that differentiate us from other marketers? But it is also about fundamental market trends and developments in the digital industry. The online marketing agency (OVK) presents its autumn forecast at DMEXCO. This gives me a lot of starting points for discussions – also in my role as OKV chairman.
What are your ice breakers when you start a conversation: football, family, holidays?
I usually first ask how the trade show has gone so far, what lectures have already been attended and who he or she has met so far. This is not small talk either; it is interesting to me and gives me important information about the most interesting movements of DMEXCO. And anyone who looks particularly thin needs to tell me where he or she has been on holiday.
Do you use your evening stand party for business, or do you just hang out for a bit?
After many meetings, our standing party is the big gathering at the end of the first day. But I don’t make meetings based there. As our clients, agencies and service providers, as well as new contacts, come to our center in Hall 8, it is very much about getting to know each other, networking and of course also about private matters – they both have a place here. The challenge is always to sort out the many conversations.
What was your best deal at DMEXCO so far?
This was a very large client in the retail sector and it was about a framework agreement for the coming year. We were able to convince the marketing team of many of our product innovations through discussions. Therefore, we have further expanded the already intense partnership. The customer was happy and of course we were too.
And this question must be simple: Why is DMEXCO a must for you?
Almost every industry is represented. Business is completely ahead. That’s why UIM is coming to Cologne with all the teams. It is about relevant topics such as artificial intelligence, data, sustainability, creation and effectiveness of advertising. The breadth and depth of the lectures, together with the efficiency of the meetings, make DMEXCO so attractive and valuable. See you in Cologne!
2024-08-19 05:36:09
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