Koelnmesse - New trade fairs

Описание: We had excellent experience with purely digital formats like gamescom and DMEXCO in 2020. We were lucky in a way, because our essential audiences were very satisfied with the digital offering, but also miss the physical experience. Our communities want to engage in personal encounter. They want the scenery and emotions that can only be experienced here in Cologne. But enriched with digital benefits. The future lies in hybrid events, where we combine meaningful digital elements with the physical experience of a live event.
Hybrid trade fairs offer great opportunities to extend digital reach. In hybrid mode, exhibitors can address the whole world. The digital possibilities make it much easier to bring exhibitors and visitors together in a targeted way. We set the course and have since been working continuously to create successful hybrid trade fairs.

Koelnmesse is pronounced in a variety of ways here — usually “Koelnmessee”. We had the opportunity to hold the first hybrid event with Thaifex anuga Asia, the leading food trade fair in Southeast Asia. In some cases we implemented very simple digital elements, such as social media, which is also used quite intensively for business purposes in Southeast Asia. For example, we streamed the trade fair live on Facebook almost around the clock, and you can hardly believe how much business is also conducted via this platform, while professional moderators introduced individual exhibitors. Ultimately, this tapped into a whole new group of customers for us.
Many of the digital tools we use can't replace a trade fair, but it has also become impossible to imagine our events without them. The desire for a physical trade fair with personal contact remains very strong among our customers.