Step 5: Digital extensions

The trade fair and you as an exhibiting company thrive on the physical presentation of newly developed products and interpersonal dialogue. Trade fair participations continue to develop. Multi-sensory technology plays a decisive role. Both physical presence and personal sales are being expanded to include suitable digital components.

A characteristic of the models is that the boundaries can merge seamlessly. Although they draw on existing tools, the challenge is to customise the combination of tools in order to be successful in the end. Under this premise, hybrid trade fair participation reveals the decisive advantages. As an exhibitor, you have the opportunity to completely customise your brand communication with digital tools.

However, hybrid trade fair participations are not a sprint. They are convincing due to the possibility of permanently adapting a medium or long-term strategy and company presentation in both the physical and digital space