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IFES AGM @ Hybr.id Space started with a panel discussion “Key factor trade shows -how to get back on the fast track”

13.07.2020

For months now, the trade show and event industry is on lock down. First steps into a “Corona-normal” are done with solutions like Hybr.id Space a showroom which is connecting onsite and online to a “phygital” marketplace. Using this innovative space shows even more: People are looking for face2face meetings, the need of running trade shows gets touchable.

IFES panel discussion

Andreas Gruchow (Deutsche Messe AG), Kai Hattendorf (UFI), Jörn Holtmeier (AUMA), Nils Passoter (Weidmüller) and Barbara Weizsäcker (European Exhibition Industry Alliance) discussed the challenges and possibilities to run trade shows and – with this – give the economy the chance for a fast recovery. But, until exhibitors and visitors are confident to attend shows, we must save the industry on a global level.

This experience was underlined by Jörn Holtmeier, who was stating: “SME’s are calling AUMA that they need their platforms back- meaning trade shows”. Taking this into account and knowing that there are concepts which allow organizers to run their first shows this autumn, Andreas Gruchow underlines: We all have to tell the story of how to run a successful trade show in Corona times. The association – on national, european and global level are doing a really good job. And of course we as organizer and venue owners tell the story - but you as service providers, you are in direct contact with exhibitors too, we all have to tell the story that technical it is feasible and manageable being on exhibitions. This is not way different of being in a supermarket. But we have to convince them ’how much bigger the value is to be on an exhibition instead of canceling their participation. To run business we all need face2face meetings”.

As an exhibitor Nils Passoter sees it the same way: “Trade shows are an efficient marketing instrument, which will also be highly relevant in the future. Budget increases are predicted by additional costs occurring due to increasing organizational efforts, but they are of course not unlimited. So, we must know how to proceed in detail”, Rules are needed on installation, use of space, running a show and dismantling.  “We need defined rules and we all have to stick to these rules. No exceptions accepted”, he stresses. Weizsäcker argues in the same direction: “Besides the confidence and the trust in trade shows the legal aspect is key: Rules need to be really very clear. If you do not stick to the rules certain exhibits might to be closed down. In the beginning we have to be super strict.” And she states: "On European level there will be money earmarked for the recovery of our industry, but beyond that, everything will be under the topics ‘digitalization’ and the ‘Green Deal’ So for lager funding by the EU we need to use the transition period to develop concepts for our customers to help them to do the transition with us.

It is as always: If you want the right answer bring an idea to the table, states Kai Hattendorf. ”We are here to learn how you can manage an audience flow. So if you can come up with thoughts, ideas, models on what will be different in the build up for a “Corona fair” this will be a basis for discussions”. And :The time it takes to answer these simple questions it the time to come up with standards right now. We have never been that fast to come up with ideas for solutions”, he stresses which is underlined by Holtmeier: ”It is time for partnering up and it is the time to come along with some ’work in progress results’. Be rather fast than final!”

And there is a statement that goes out to all goverments arround the globe: ”We have the advocacy ongoing that we need financial support to get through this crises. To get through this phase, where there is nearly no revenue coming in: Credit lines are fine but we need subsidies. We need financial support and we need it now!”
It is ”red allert” for the global exhibitons + events industry.

 
 

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