The corona pandemic caused trade fair organizers massive losses in sales and deprived industrial companies of one of their most important tools for acquiring customers. In search of alternatives, they turned to digital and hybrid events to stay in touch with customers and present new products. And usually successfully: Even if personal interaction was missing, many companies were able to fill their order books. Online events have established themselves as an integral part of the trade fair world. But how sustainable is this change? Are digital events really the future or just a passing hype? What role will the real trade fair play in the future? The Federal Association of Industry Communication discussed these questions. V. with representatives from industrial companies, agencies, trade fair companies and associations. He summarizes the results in the form of six theses:
Thesis 1 – Trade fairs have to reinvent themselves
The strength of the in-person trade fair is that it enables direct, personal exchange between visitors and exhibitors. Even though video conferences are now part of everyday life, this face-to-face contact is very important for acquiring customers in B2B. The experts therefore assume that in-person trade fairs will continue to exist in the future. But they will have to change in the face of online competition and offer clear added value that cannot be achieved digitally. What is crucial here are special experiences that contrast with digitalized everyday life. The trend towards “festivalization” with after-show parties, spectacular lecture programs and live acts will increase significantly.
Thesis 2 – The future is hybrid
In-person trade fairs also have to adapt to changing needs and expectations of people. Visitors learned that they can also obtain the information they need, make contact and save time and money using digital formats. Exhibitors, in turn, benefit from additional reach and more opportunities to address their audience according to their needs. Both sides will no longer want to miss out on these advantages. Real trade fairs must therefore offer a digital extension. This means: The future is neither purely analog nor purely digital. Rather, hybrid events will combine the advantages of both worlds.
Thesis 3 – Trade fairs are becoming smaller and more local
If content can be experienced just as easily digitally as analogue, and if you can also contact exhibitors via chat and video conferences, many companies will consider more carefully whether the trip to a trade fair is worth it or whether it is not enough to participate digitally. This also applies to exhibitors, who will question the nature and extent of real trade fair participation more critically. Experts therefore expect a decline in the number of exhibitors and visitors, especially at international trade fairs. National and regional events, on the other hand, could even emerge stronger from the Corona crisis.
Thesis 4 – Sustainability is becoming more of a focus
Even if many exhibitors already rely on sustainable stand concepts: the ecological footprint of trade fairs is enormous. Truck transport over long distances, the energy consumption of exhibition halls, surface sealing, the arrival of visitors from all over the world and, above all, the production of exhibition stands cause high CO2 emissions. Awareness of this problem is growing, and for some visitors this will be another reason to prefer digital participation to analogue. Anyone who decides to attend the in-person trade fair will not expect greenwashing, but rather credible trade fair appearances in sustainable trade fair centers. Certifications will become more important.
Thesis 5 – Planning trade fairs is becoming more complex
Digital trade fair stands, live streams of lectures, virtual reality at the trade fair stand, matchmaking functions – at hybrid events, a variety of formats must be designed, implemented and filled with content tailored to the target group. In addition to technical knowledge, this requires, above all, a well-thought-out concept: it is important to give visitors a fully-fledged trade fair experience, both analogue and digital, while taking different customer journeys into account. It should be borne in mind that the trade fair only makes up part of the 360° communication.
Thesis 6 – More investment in technology and personnel is necessary
With increasing complexity, the trade fair of the future will challenge organizers, exhibitors and service providers alike. You have to put in significantly more effort to plan, implement and market trade fairs. This not only requires more resources, but also different skills. Sales employees must be made fit for product presentations in front of the camera, digital tools and technical equipment must be used, content must be produced and data must be evaluated.
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