Digital vs. face-to-face event - trade fairs in 2021

Corona has changed a lot and accelerated some developments. This also applies to the trade fair world. Face-to-face events were not possible during the lockdown, which is why digital substitute formats have experienced a significant boost in this industry as well. But what speaks for and against this development? Or is the linking of both worlds of the future? A comparison.

Virtual trade fair: inexpensive with a wide range

The World Wide Web offers a clear advantage in terms of reach – which can only be used with the right know-how. Because in order to attract attention in the almost endless offer, a certain „entertainment talent“ of the people represented is necessary. In addition to the professional appearance of the company, it is also important that the players have an equally strong presence. If both are given, a virtual trade fair appearance is highly efficient in terms of cost-benefit calculation. At the same time, the participating companies present themselves as particularly innovative and up-to-date.

Face-to-face event: the interpersonal factor

What a digital trade fair cannot deliver is personal contact. Strolling through the halls, seeing something exciting and casually talking at the exhibition stand - trade fair visitors can only do this at face-to-face events. Due to chance contacts and appointments agreed in advance, face-to-face events have very clear advantages for establishing and expanding contacts. And that is not all: visitors can also have haptic experiences with products directly on site. A real exhibition stand creates an inspiring environment that arouses emotions, creates trust and is not prone to technical malfunctions.

The concept matters

But whether digital or real: in both cases, the right appearance counts. A virtual exhibition stand must be planned and designed just as carefully, creatively and excitingly as a real one in order to achieve the greatest possible effect. Because only with a competent partner who has the necessary know-how and many years of experience can the messages reach the relevant target groups reliably.

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