rungen in die betrieblichen Geschäftsabläufe Zu jeder kundengewünschten Zeit können Live Kommunikationen oder Videokonferen zen stattfinden und Entscheidungen zeitnah und auf solider Basis getroffen werden Der Zugriff auf ein virtuelles Standkon zept eröffnet den Ausstellern den Weg in ei ne weltweite Interaktion mit deren Interes senten Die Märkte werden durch smarte Lö sungen per Mausklicks erreicht die kluge CI Strategie ermöglicht auch bei kleineren und mittleren Unternehmen eine höhere interna tionale Präsenz Die Anforderungen der neu en Zeit verlangen deshalb unbedingt eine Neuausrichtung von Messegesellschaften Ausstellern Die Messegesellschaft der Zu kunft kann mit diesen digitalen Servicemo dellen das Leistungsspektrum nicht nur er weitern sondern individualisierte Dienst leistungsprodukte anbieten die eine Partizi pation zulassen und die Beziehung zu ihren verschiedenen Zielgruppen auf eine neue Ebene bringt www europfast com Güray Saritas ist Geschäftsführer von Europfast Internationale Spedition Neuhausen By Güray Saritas H ow can companies in a digital future set themselves apart from their glob al competitors This is a question an increasing number of businesses are asking themselves usually with a view to competitive prices quality and sustainability In today s transparent times however it is easy to find a competitor with the same serv ices and cheaper rates This can abruptly lead to the unforeseen termination of long term business relationships after all mon ey really does matter Customer service is a crucial unique selling point As the USP of the future it will play a more significant role in customer relations since a perfect service for the customer is hard to match Customer service should be revitalised and deeply entrenched in a company s DNA to shift the focus back on the cus tomer i e back on his individual needs The social media offer perfect opportunities for this and provide new communication chan nels with a strong reach Every active com munication channel has a great potential for customer retention and can generate new business In future specialised consulting and support teams will be able to respond more consistently to the individual needs of trade fair customers During their coopera tion they will use the insights they gain into their customers to provide advice and imple ment trade fair marketing Service platforms are increasingly being used to answer questions online consultants offer a fast and convenient response The PC screen will increasingly become the preferred communication medium and a central in strument in customer recruitment In future trade fairs conventions and events will con tinue to be used in B2B as a central building block for sales activities However there will be more efficient methods during the pre paratory phase to enhance activities and low er costs sharply Above all the focus will be on virtual events that can be presented used and followed globally 365 days a year Ad ministrative handling will be reduced to a few clicks simplifying business processes and workflows Live communication and video conferencing can take place any time the customer desires and decisions made swiftly and on a sound basis Access to a virtual stand concept will en able exhibitors to interact with prospects worldwide Thanks to smart solutions mar kets can be reached at the click of a mouse an intelligent CI strategy can give even small and medium sized enterprises a stronger in ternational presence The demands of the new era therefore urgently call for some re thinking on the part of trade fair compa nies exhibitors These digital service models will allow the trade fair company of the fu ture not only to widen its service portfolio but also to offer customised services that en able participation and take the relationship with all of the company s target groups to a new level www europfast com Güray Saritas is the managing director of Europfast Internationale Spedition Neuhausen 51TradeFairs Internation al 4 2017 OUTLOOK 2018 Digitalisation in the exhibition industry The expectations of tech savvy customers and generation Y are changing worldwide As a result new digital service models are emerging Die Anforderungen der neuen Zeit verlangen eine Neuausrich tung von Messegesellschaften und Ausstellern The demands of the new era call for some rethinking on the part of trade fair companies and ex hibitors Ph ot o O liv er L e M oa l INTERNATIONAL

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