#B-SAFE4business concept by Koelnmesse
“We aren’t waiting for the good old days to come back”, says Matthias Pollmann, Vice President Trade Fair Management, about the preparations for the forthcoming edition of interzum . The trade fair team aims to offer the industry a safe platform and enable a successful restart. “We firmly believe that everything is possible with our hygiene and safety concept, #B-SAFE4business , our new, broad-reach digital tools in the form of interzum@home, and a positive attitude. The playing field is prepared – now it is up to the industry to use this framework.”
interzum 2019: Piazza Surfaces & Wood Design
Increase the reach and influence
An internationally leading trade fair like interzum provides significantly more potential for customer contact than any other analogue or digital format. It is only this kind of globally relevant platform that can really bring supply and demand together. “The trade fair’s future as a marketplace will increasingly take interzum into the digital sphere because this is where we see the best opportunities for increasing its reach and influence”, says Maik Fischer, Director of interzum. This will not only reach those visitors who are unable to travel to Cologne – the trade fair will also be able to make contact with people who have never made the journey. “It will no longer simply be about the numbers of exhibitors and visitors attending in person – we want to be measured in terms of the quality of our digital reach as well,” explains the Director.
Additional opportunities for customer interaction
With the launch of the new interzum@home platform, the trade fair is doing more than simply expanding business opportunities for its exhibitors. It will also reach a broader spectrum of visitors, thereby offering participants diverse additional opportunities for customer interaction. The platform will be a forum for virtual exchanges between industry peers, for networking with relevant new and existing contacts and elevating business to the next level. In addition to a variety of live-streamed digital stages, there will be open and thematically curated video chats in the virtual cafe, and visitors attending the trade fair online will be able to experience new launches in exhibitors’ exclusive showrooms. In this way, exhibitors will benefit directly from additional contacts and broader reach.
interzum 2019: Piazza Digitalization
Hybrid events as a future concept
This elevates trade fairs to a whole new level. Hybrid events will broadcast the action at the trade fair venue around the world in online-friendly formats, enriching the industry event with additional digital offerings and extended availability online. The template for success that trade fairs have always followed is being expanded, not replaced. “The action at the trade fair venue will continue to be the cornerstone of the event and creates pull as a temporary meeting place for entire industries”, says Matthias Pollmann. “We are convinced that a huge concentration of energy is produced when the right people gather for a short period of time and take part in personal, emotional exchanges – that is what makes a trade fair; that is what makes interzum .”