Digital products and services will expand the traditional range of trade fair services, which has inevitable consequences for organiser exhibitors and visitors says vice president of digital business at Messe Frankfurt, Kai Hattendorf.
Everything is digitisable, but it is vital to remember that not everything is better in digital form. Just as globalisation changed the face of the exhibition business, the advent of digital products and services will reshape our sector. Printed trade fair catalogues, information counters staffed by friendly hostesses, meeting up with colleagues and customers during the course of the trade fair – theoretically, it is possible to replace every element of successful trade fairs and conventions with its digital version. However, it only makes sense to do so where this creates genuine added value for exhibitors and visitors.
The role of digital business in driving growth
To date, digital trade fair services have been largely geared towards supporting existing trade fair business. At the same time, however, they tap into whole new sources of revenue. A new value-added stage is being created for the trade fair business, ranging from online advertising and brokering between buyers and sellers to increasingly specialised forms of business matching. All of which means that core competencies must be acquired.
Everything is ‘mobile’
Today, the vast majority of trade visitors attending major international fairs are equipped with a smartphone; the ‘Swiss army knife’ of the digital age. This means trade fair organisers must ensure that all aspects of their events are ‘mobile-friendly’. Conference programmes, exhibitor lists and ‘friend-finding’ at the exhibition grounds – all of these are functions that should be found in state-of-the-art trade fair apps. And free WiFi during events will be standard in future.
Trade fair and community
Social media make it possible to remain in contact with a trade fair’s target group all year round. Above and beyond the event period, trade fair brands become meeting places for communities on Facebook, Twitter, etc – communities that then come together in person at the events themselves. Unlike traditional channels, online platforms are ideal for reaching target groups regardless of time zone or geographical and cultural differences. The ‘viral’ effect in social networks means that user information is multiplied.
Digital aspects enhance trade fairs
…But do not threaten their position. Fears that trade fairs – in the sense of physical meeting places – will have no place in digitalised business life are unfounded. In fact, sector development trends indicate quite the opposite. Social media channels allow a broader contact base, which in turn has the effect of further pushing up the interest in visiting trade fairs. This is because trade fairs are the campfires of entire sectors, the red letter days in the calendars of entire global industries.
This was first published in issue 3/2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
