#2How to… make your brand shine during the MOM Avant-première
Published on 1 February 2022
Ask for the expert! Sinziana Marian, MOM's Chief Digital Officer gives you her best tips to bring your brand under the spotlight during the MOM Avant-première before moving on to a gala trade fair. Action!
As you would expect, an omnichannel strategy is implemented all year round to get a qualified audience on MOM. During the MOM Avant-première, a few weeks before the event, the programme is stepped up to boost visits and create even more synergies between the trade fair and the website.
All roads lead to MOM!
What is the MOM Avant-première?
"MOM, Maison&Objet and More, is a digital platform designed for interior architects, designers and life style professionals, which enables brands and visitors to respectively present and seek out products. Therefore it is the perfect tool to supplement the Maison&Objet Paris trade fair, and is available all year round. For the very first time since its creation, MOM is organizing its Avant première from March 1st to 23rd. The idea is to showcase the latest releases of exhibitor brands 3 weeks before the trade fair.
A win-win programme for the brands which will gain many new leads thanks to the various spotlights and acquisition campaigns and on the other side, visitors will be able to prepare their visit to the trade fair by finding new products. "
DON'T MISS OUT ON PRESENTATION
Express your know-how
"At MOM, observing and analysing our visitors' behaviour taught us that the process of registering a new order was closely linked to the trust generated by a brand, which in turn, depends on the brand's ability to talk about their know-how. During the three first weeks of March, our home page will showcase stands and showrooms with the brands' latest releases which will be presented at the trade fair. Maybe it will be yours! In addition, the traffic acquisition campaigns will be stepped up on Facebook, Instagram, Criteo and Google. With ads generating over 130 million displays per year and with a total of 1.5 million followers, your visibility will be skyrocketing! Hence the importance of having a good pitch for your brand and story to best explain your expertise.
SPEAK UP
Facing the camera
"An Avant-première calls for a video: As part of this event, we give brands a virtual stage to speak up so that they can present their latest collections, the special features of the products they will be displaying at the trade fair and pitch about their know-how. With a carefully made video, you will make visitors want to meet you and see you again at the trade fair. This will also double your chances of appearing on MOM's home page and on our social media to become even more visible."
STEAL THE SHOW
Close to real showrooms
"Each brand has a showroom option on its personal mini-website. The best "shows" will be significantly put forward, in particular on our home page. A particularly winning strategy for brands that can stage their products, thereby enabling visitors to see them as if they were at the trade fair. On top of that, thanks to the tags that redirect to the product page, quotes, catalogue and meeting requests should be coming in left right and centre!"
POLISH UP THE PRODUCT PAGE AS YOU WOULD FOR THE PRODUCT ITSELF
Immersive visuals and a carefully drafted description
"On MOM, product pages are key drivers to convert leads. Besides, these should post a significant increase during the three weeks of the Avant-première. To best leverage this, remember that the quality of the product visuals are most important. Our pages enable you to present your products with immersive visuals that are most attractive. Likewise for the description, a carefully drafted text will boost lead conversion. Also remember that the link buttons on the product page encourage visitors to ask for a quote, a catalogue, additional information. Lastly, a dazzling product page is likely to be more eye-catching for our teams of journalists and influencers who seek out their daily selection of products for the inspiration section."
GET IN TOUCH WITH EXPERTS
Dedicated account managers
"On MOM, you are never alone! As soon as you register, a dedicated account manager is there to help you enhance your offer, and provide you with support and tips. To prepare for the avant-première, feel free to get in touch with our teams so that we can roll out the red carpet together for your brand."