Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows.
Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows.
Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows
Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows. Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows.
Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows. Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows, Trade fairs are increasingly changing from large marketplaces for the sectors and regions to innovative performance shows. Technically possible, but the installation- and operating costs should not be underestimated.
The mistake must also not be made, to rely everything on a location technology. For example, many smartphone users have GPS tracking because of fears about high battery consumption and because of (alleged) Paranoia deactivated.
In order not to exclude this certainly considerable group of visitors from the trade fair experience, must have compatible systems from WLAN- and radio cell location can be used. The technology may sound imprecise, However, the location is as precise as with GPS.
Gut, the technology is there! However, before I take the quickest route to the exhibitor “XY” can be guided, the organizer has to do his homework.
In the modern age is (fast) the whole world is digitized. In German, each building is shown on a map. The streets with names and house numbers are also stored.
However, trade fairs are places, where literally, Entire cities are torn down and rebuilt overnight. Each event has its own map!
The solution sounds simpler than it really is. Almost every organizer plans their exhibition digitally on the drawing board. Stand areas are cataloged like properties, However, the stand number must include a number of details such as the exhibitor's name and industry affiliation(in) be supplemented. Are all programs compatible with each other?, then this is not a challenge, but only then.
The trade fair experience can begin
With the appropriate app you can now search for exhibitors and visit them on site within a few minutes without any problems.
Do everything today- and plannable!
It will be interesting, when artificial intelligence is involved. The simplest form of this is, if the route to the exhibitor selected above is chosen in this way in the event of rain or snow, that the navigation takes you through warm exhibition halls through the rain - even if the journey time is a few moments longer.
However, many visitors shy away from organizer apps. Sometimes that’s because of it, that to this day it often contains little more than a list of exhibitors and information about the supporting program. This is not real added value.
This can be counteracted, if the app – just this app – includes a free ticket for local transport and you can also get the admission ticket at a discount. This ensures contact and acceptance to a certain extent.
Simple and intuitive operation reduces further fear of contact. The challenge lies in this too, just to provide the viewer with the information, that are currently relevant to him.
Digital trade fair companion can do more
However, the digital trade fair companion is only just getting exciting, if it is possible as a visitor to create an individual visit list, the app chooses the cheapest route between these exhibitors and ultimately it is possible to arrange fixed visit appointments with exhibitors.
To shoo from one corner to the other on the exhibition grounds, may appeal to sports enthusiasts, is not however not useful, if you only have a limited time window to visit the trade fair. Time costs money!
Sophisticated route planning with adjustable breaks for conversations or. the integration of trade fair dates that have already been agreed, optimize the functional package.
The corresponding reminder function is shown on the display, that you are now on your way to the appointment with the company “Z” should do, the trade fair-specific route planner calculates based on the respective position on the site.
You can round off the topic of time planning with reminders, if you have to leave the exhibition grounds, to catch the scheduled train or plane. However, this requires integration into the personal appointment calendar on the smartphone.
Exhibitor recommendation based on algorithms
You can go one step further, if the app based on the previously selected favorites (Exhibitor) suggests other companies to the visitor, who belong to the industry and may offer a similar portfolio. At trade fairs from over 1.000 Exhibitors find it difficult to keep an overview. Recommendations are welcome.
Exhibitors can also be searched for with defined preferences and interests of the user. An optional preliminary query in the app or using your Google search history can provide conclusions.
You can also take it to the extreme … Visitors also go to my marked favorites and then to the company for a longer period of time “Z”, then the assumption is obvious, that this exhibitor could also be interesting for me. Now display a recommendation to visit, would be a real added value!
A simple query after visiting the stand via pop-up, whether the recommendation was good, allows conclusions to be drawn about the quality of the data collected so far.
This can take the wind out of the sails of the endless discussion with exhibitors about good and bad locations in the halls. Individual trade fair planning also ensures better utilization of the halls.
It makes no sense to send a visitor to a trade fair stand, where a large number of visitors are already staying – then choose another path and appear there, when the audience has dispersed again.
Resolvable obstacles are data protection, the live evaluation of visitor patterns and the required computing power. Because trade fairs usually only last a few days, is the time to “Learn” of the algorithm is extremely tight. After all, every event starts at “null”.
Chatbots can be used additionally
Chatbots also need to be fed content. However, this can be expanded for specific trade fairs. Past experiences can also be incorporated.
Multilingualism and adaptation to the respective trade fair – as long as the topics are not cross-topic – represent small hurdles. In context to the previous statements.
Questions will most likely be similar regardless of the event. Starting with questions about building regulations, On- and dismantling times, on topics such as exhibitor searches through to the appointment- and departure.
Anyone who builds and interacts between apps, (language-based) Chatbot and the visitor and exhibitor are the first to master it, becomes a technology carrier! A head start, which is priceless.
Added value determines acceptance
At the end of the day, it's all about the exhibitors- and increase visitor loyalty using the latest technology. Only if everyone involved has significant added value compared to competing events, the effort is worth it.
In addition to the actual trade fair visit, travel and overnight stays must also be taken into account.
Another added value: App to connect to special offers from booking portals (booking.com, Hoel.de, etc.) add to – Brokerage commissions are not insignificant. Also the inclusion of Airbnb, mytaxi. de in Germany and Uber abroad are worth considering.
I am convinced, that great trade fairs have failed at certain locations, because the surrounding infrastructure is not worthy of the exhibition center.
In the highly competitive trade fair landscape, this is what counts “Return on Invest” (ROI). Trade fair locations can be exchanged, just like the events themselves. However, poaching takes a back seat, if the service package is right.
