GOING GLOBAL: THE ROLE OF TRADE SHOWS AND DIGITAL MEDIA IN TURKISH BRANDS’ RISE

Turkish companies can become global brands through the right advertising strategies and effective communication investments

Being a strong brand in the global market is not limited to product or service quality in today’s competitive environment. Companies from Türkiye are making their voices heard around the world by effectively using various communication channels, from trade fair participation to digital platforms, in their branding processes. We discussed Turkish companies’ advertising investments, trade shows, and digital platform usage, as well as return on investment measurements and future trends, with Abidin Karabulut, based in Luxembourg founder of Linkingbridge Media.

HOW DO YOU ASSESS THE ROLE OF ADVERTISING AND PROMOTION INVESTMENTS IN THE BRANDING PROCESS OF TURKISH COMPANIES?

Advertising and promotional investments play a strategic role for Turkish companies in the branding process. The brand’s awareness and perception, especially in foreign markets, are directly shaped by communication investments. One of the most critical issues here is that advertising and promotional activities should not be designed solely from a Türkiye-centric perspective. This is because each country has its market dynamics, consumer behaviors, and media consumption habits. When these differences are overlooked in campaigns managed from Türkiye, local insights may be lacking, and operational flexibility may also be insufficient. Additionally, remote intervention may be insufficient in times of crisis or when urgent action is required. Therefore, collaborating with agencies and professionals who are familiar with the local market and actively working in that region will yield much healthier results both strategically and operationally. Such an approach not only strengthens brand perception but also provides significant advantages in terms of time and cost.

HOW EFFECTIVE ARE INTERNATIONAL TRADE FAIR PARTICIPATIONS IN TERMS OF BRANDING AND GLOBAL AWARENESS?

International trade shows offer unique opportunities to increase brand awareness and open up new marketsIn this context, promotional support and incentives offered to companies are extremely valuable. However, brands should not view trade fair participation as merely setting up a booth and distributing brochures.

Another issue we have observed is that Turkish brands often attempt to describe all of their services and business lines in their trade fair communications. This makes it difficult for the brand’s main message to be clear and for a lasting image to be created in the eyes of the target audience. However, determining a clear main message in trade fair communications and structuring all visual and content elements around this message creates a much stronger impact on brand perception. In addition, brands should not limit their communications to the duration of the trade fair. Strategic communication efforts before and after the fair both reinforce the brand image and increase the number of visitors to the stand.

At this point, we at Linkingbridge Media take on an important responsibility. While managing the international communication strategies, media planning, and purchasing processes of many prestigious brands from Türkiye, we create integrated communication plans that cover the fair periods. In particular, over the past two years, we have observed increased interest in in-flight screens, airport areas, and outdoor advertising spaces around trade shows, especially for Turkish Airlines and other airlines. From the renewal of contract terms, we understand that this integrated communication approach increases the return on investment for our brands’ trade show investments and significantly contributes to their global visibility.

HOW DO DIGITAL PLATFORMS AND SOCIAL MEDIA OFFER OPPORTUNITIES TO INCREASE THE VISIBILITY OF TURKISH BRANDS IN THE GLOBAL MARKET?

Digital platforms and social media are one of the fastest and most cost-effective ways for Turkish brands to gain visibility in the global market. This opportunity is significant, but it must be used correctly. A high budget alone is not enough; targeting accuracy and collaboration with professionals who have local insight are just as critical as the budget. In recent years, we have observed that some new and relatively unknown brands in sectors such as health tourism, aesthetics, hair transplantation, hospital services, hospitality, and car rental have surpassed established Turkish brands by investing in advertising creatives and digital ads with high budgets. Potential customers’ first contact with a brand usually occurs through an advertising visual or website/landing page, and they often struggle to distinguish between good and bad. Therefore, if these touchpoints are not professionally designed, it can lead to a misperception of the brand’s true reputation and quality, resulting in misleading outcomes. Moreover, the dissatisfaction of customers who receive services from such companies negatively impacts not only the relevant industry but also the overall image of our country.

On the other hand, I would like to remind you that the Turkish diaspora is also an important channel for brands seeking to enter global markets. Customized campaigns targeting diaspora communities enable brands to expand more quickly and reliably abroad. At Linkingbridge Media, we publish the Turkish Global Society magazine abroad specifically for this purpose.

In conclusion, while digital platforms and social media offer great opportunities for Turkish brands, professional partnerships, the production of content tailored to the target market, and the strategic use of the diaspora effect are critical for the effective use of these opportunities.

IS IT POSSIBLE TO MEASURE THE RETURN ON INVESTMENT IN TRADE SHOWS AND DIGITAL MEDIA? WHAT METHODS ARE USED FOR THIS?

Of course, measuring the return on investment in trade shows and digital media has become much easier and more transparent today. Specifically for trade shows, concrete metrics such as the number of visitors, business cards collected, number of meetings held, and business partnerships resulting from these contacts can be used. In digital media, data such as click-through rates, impressions, conversion rates (lead generation), social media interactions, and website traffic can be tracked in real time. This allows the effectiveness of investments to be analyzed in detail and in real time.

WHAT NEW TRENDS OR RECOMMENDATIONS DO YOU EXPECT TO SEE IN THE COMING PERIOD THAT WILL HELP TURKISH COMPANIES STAND OUT IN THEIR BRANDING JOURNEY?

I believe that three main trends will be decisive for Turkish companies to stand out globally in the coming period:

Digitalization and Data-Driven Marketing: Personalized, data-driven, and measurable campaigns will increase brands’ competitive advantage.

Sustainability and Social Responsibility: Especially in the European market, sustainability and socially beneficial communication will play a critical role in brand preference.

Experiential Marketing: Interactive and innovative booths that provide visitors with unforgettable experiences at fairs and events will stand out.

Carefully following these trends and integrating them into brand strategies will significantly contribute to Turkish companies achieving a stronger position in the global arena.