Cancelled trade fairs lead to innovative online marketing ideas from exhibitors
For trade fair operators, exhibitors and visitors, the short-term cancellation of a trade fair is an economic, emotional and motivational catastrophe: Preparations are well advanced and large sums of money have been invested in the trade fair stand, giveaways and planned live events. In addition, enormous human resources were already tied up months in advance. Currently, one trade fair cancellation follows the next as a result of the Corona pandemic. And while this is a threat to the existence of many subcontractors, exhibitors are now relying on creative and innovative digital forms of product presentation.
Book Fair: Virtual program of many publishers under #leidernichtleipzig
During the cancelled Leipzig Book Fair next week (March 12 to 15, 2020), many publishers will be offering competitions and promotions on social media platforms such as Instagram or Facebook under hashtags such as #leidernichtleipzig, #lbmonline2020 or #buecherhamstern. There will also be live stream events and online readings. In this way, the fair can be experienced virtually as an online event despite the cancellation.
Virtual ITB: Free e-magazine
The ITB, which was supposed to take place in Berlin, is publishing its daily trade fair newspaper online despite the cancellation. This means that exhibitors' new products can still be communicated. The trade fair operator has also called on exhibitors who are still coming to Berlin because they have booked hotels to share photos of their "trade fair". The ITB also recently launched the digital platform itb.com, which the travel industry can use to network all year round. From 5 to 11 March 2020, there will be a virtual ITB Congress with more than 20 live streams and videos on-demand.
Geneva Motor Show: Online live events with a wide reach
The Geneva Motor Show was also supposed to take place these days. Instead of live presentations of new models, many car manufacturers are now presenting their new products online in picture galleries, online live events or virtual press conferences. For example, car manufacturer Daimler recently invited people via LinkedIn to the live premiere of the new E-Class as part of a live press conference. Using the hashtag #gims2020, the manufacturers are presenting the new cars via social media channels. The reach of these online live events is likely to be significantly higher than the analog presentation at the trade fair. In addition, the organisers are offering, via the Geneva Motor Show website live broadcasts of the press conferences and presentations of the world premieres organised by the manufacturers in various locations, which are then also available as video-on-demand.
Pandemic winners: providers of virtual trade fairs
It was recently announced that the LogiMAT will also be cancelled and the Hannovermesse will be postponed. Numerous IT companies have also already announced that they intend to inform customers about online events in the coming weeks if analog events are subject to excessive official requirements and the health risk cannot be calculated. One of the winners of the numerous cancellations are providers of virtual trade fairs. Visitors to such a virtual trade fair can attend the events online and on the go and at any time. They can listen to virtual lectures and watch videos or download information material. There is also the option of getting in touch with exhibitors via pop-up windows. Virtual trade fairs offer interesting possibilities for event visualization. For example, it is possible to set up a virtual exhibition stand where presentations and lectures can take place against the backdrop of a real-looking exhibition stand. This enables exhibitors to individually design conference rooms and receptions online. They can also use webinars and web conferences to get in touch with interested parties, give lectures and present products. Chat functions are available during, before or after the event. One advantage over analogue trade fairs is the intuitive success monitoring that online marketing measures allow. For companies, this type of trade fair is a cost-effective alternative without travel time and costs. They can also get in touch with the target audience virtually and initiate business.
The future of the trade fair will be more digital
Of course, all of these measures are no substitute for personal contact at the trade fair. The lost sales cannot be made up to the same extent by virtual instruments. Nevertheless, the cancellations should provide a good opportunity for companies that have so far put off online marketing to look into the possibilities of Social Media, Content Marketing, virtual presentations and live streaming. So perhaps the economy can also gain something good from the pandemic: In the future, trade fair appearances and online presentations will be used even better in combination - for a more effective trade fair appearance for exhibitors and an increased experience factor for stand visitors.