D igital technologies have transformed trade fairs Exhibitors now increas ingly make use of virtual and aug mented reality to present products and explain complex content What concrete fields of application are there and how will the importance of trade fairs as a marketing tool be affected by digitalisation Around 60 marketing experts from B2B companies and agencies addressed these questions at a bvik event held at NürnbergMesse The impor tance of the human element became very clear Human communication cannot be re placed by digital technologies explained Pe ter Neven managing director of the Berlin based trade fair industry association AUMA Particularly in the B2B market people have a great need to experience products in real life and have face to face conversations For B2B companies trade fairs are still the most important sales and marketing tool even in this digital age That was confirmed by two recent studies AUMA MesseTrend 2019 and the bvik study of B2B marketing budgets www bvik org Exhibitors spend an average of around 50 percent of their communications budgets on trade fair partic ipation according to AUMA 99 percent of exhibitors view the opportunity for personal contact provided at trade fairs as their great est advantage compared to the digital alter natives Trade fairs remain a highly efficient tool even in the digital age said Neven provided exhibitors really take advantage of the opportunities for face to face contact which builds trust and give their customers comprehensive advice he argued That s why people will continue to meet each other at exhibition stands in the future www auma de Claus Rättich member of the manage ment board at NürnbergMesse explained how digitalisation in the context of trade fairs applies to the processes involved in trade fair organisation and making offers to exhibitors and visitors rather than the trade fair itself as a product Organisers have to look for ways of dovetailing digital channels with the real world Rättich expects the multi senso ry multi dimensional product and brand ex perience to continue to give trade fairs a critical advantage for quite a while yet As long as companies offer real products and services and as long as it is people who are making the decisions about buying them he said the trade fair will endure as a mar keting tool www nuernbergmesse de Frank Dieter Keinath confirmed that B2B inevitably always also means P2P per son to person stressed the managing direc tor of Bluepool Messen Events a company based in Leinfelden Echterdingen It is im portant to prospective buyers to get to know the people behind the products he believes Consequently digital communication options will not be able to replace trade fair appear ances With mixed reality applications ex hibitors can offer a new quality of experience at their exhibition stand said Keinath Costs can also be reduced because exhibits no longer necessarily have to be brought to the stand However they can never be a re placement for a face to face conversation explained Keinath www bluepool de IK 8 FOCUS GERMANY 2020 The future of the B2B trade fair Industry experts were invited to a discussion at NürnbergMesse by the Bundesverband Industrie Kommunikation bvik a marketing and communications industry association Claus Rättich spricht vom multisensorischen mehrdimensionalen Produkt und Markenerlebnis Claus Rättich speaks of a multi sensory multi dimensional product and brand experience Frank Dieter Keinath von Bluepool Poten zielle Käufer wollen die Menschen hinter den Produkten kennenlernen Frank Dieter Keinath of Bluepool Potential buyers want to get to know the people behind the products Ph ot o N ür nb er gM es se Ph ot o B lu ep oo l

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