STEINEL – a digital trade fair

DIALOG DAYS - The digital alternative to the trade fair chaos 2020


Following the cancellation of the world's leading trade fair for lighting and building technology, Light + Building 2020, due to corona-related reasons, our customer STEINEL was faced with a major challenge: How can we inform our customers about our innovations and products? How do we reach customers worldwide? How do we generate these leads and how do we manage to create a customer journey along a digital trade fair?


With the DIALOG DAYS 2020, we have created an online platform for STEINEL that allows new and existing customers to register for over 200 events over five days using a simplified registration routine: Webinars, sessions and expert talks were developed by us in terms of concept and content. These were offered on 20 topics in six languages.

  • 3,5 Mio.


  • 3,500

    Live views

  • 1,700

    New leads

  • 6


We have set standards with the Dialog Days, both nationally and internationally. We have never thought it would be possible to even exceed our average number of contacts at a large trade fair and we are very pleased. Our program was enthusiastically received and we were able to achieve a high level of interaction.
Thomas Hartmann, Head of Marketing STEINEL GmbH

By linking e-mail, CRM, webinar tool and landing page, we were able to automatically synchronize lead generation, participant management and event organization. The activation campaign "We are no entertainers. We are inventors!" was played internationally on relevant channels.

Concept and realization: WERBEWELT
Media agency: Betamodus