The FAMA Trade Fair Conference was held for the first time as a DACH conference of the three associations Expo Event Swiss, Messen Austria and FAMA at the Trade Fair and Congress Center in Basel. For two days, more than 180 industry experts exchanged views on the topics of digitalization & transformation, digital business models and sustainable trade fairs.

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As the organiser, how would you rate the success of your trade fair? Is your assessment based on a gut feeling when you walk through a well-filled exhibition hall at time X and get positive feedback from long-standing exhibitors?

… that is still precisely the central goal of trade fairs and congresses. And yet events have changed fundamentally in recent years due to the progress of digitalisation and the advent of the Corona pandemic.

Successful trade fair organisers are aiming for a 20-35 per cent share of digital business in the next five years. Trade fair organisers need to get the necessary digital transformation and community building on track and move beyond the era of the pandemic.

The trade fair industry is in the starting blocks: After months of Corona standstill, organisers and exhibitors are preparing for the long-awaited new beginning. In order to be able to guarantee this in the best possible way, everyone is working flat out on events with a suitable hygiene concept.

Trade fair companies in Düsseldorf, Munich, Stockholm, Basel, Zurich, Karlsruhe, Nuremberg and many others are already on the reference list. And more will soon follow. The new Vice Chairman of the UFI Digital Working Group Gunnar Heinrich, who is also adventics CEO, talks about ticketing systems for trade fair organisers in an interview. For the consulting firm, these systems are a very special home game …

Adventics CEO Gunnar Heinrich on a reboot strategy for trade show organizers and the associated success tool, “360 Degree Visitor Management.”

Whether advertising budgets, planned events or trade fair appearances: Corona has not spared the sales and marketing world either. In recent weeks, countless companies have rescheduled, canceled, and tried out a great many things. In the process, those responsible asked themselves numerous questions: How much can my advertising budget be cut? How much potential would my trade show appearance have in the completely digital version? How can generated leads be turned into paying customers as efficiently as possible from now on?