Using Social Media to Support Trade Shows: Developing the Capabilities

The purpose of this case study is to identify the conditions for a company developing a B2B trade show’s communication to move into an efficient Omni-channel communication approach. The case study method is used to describe the issues facing Plastic Omnium Environnement Company in deploying an Omni-channel communication approach. This company provides services to local authorities and private sector companies to dispose of their waste. Its Director of communication, Pierre Mereau, is faced with the fact that 160 French communes changed hands from one political party to another in the last local elections. This led to stagnation in terms of turnover—the time required for decision-makers to once again invest in waste management. At the same time, his General Directorate is asking him to make cuts and savings. Pierre Mereau evaluates its performance in the two last most important trade shows and set his mind to develop an Omni-channel communication approach. This case study provides an insight in an organiza...