Interzum 2021 to go ‘hybrid’

Preparations for Interzum (4-7 May, 2021) are entering the next phase right on schedule. Even though the total registrations for the international trade fair are on target, the Interzum team is continuing to rigorously refine the event’s concept.

Hybrid events will stream 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 strategic focus of interzum@home is on increasing digital reach. Digital components are the logical extension of the physical showcase in the trade fair halls. This will enable trade fairs to extend their reach beyond in-person attendees and make contact with a global audience.

Knowledge and content are the focus online, while experience and the social aspect are the priorities at the venue in Cologne (Germany), but the boundaries and links between them are naturally always fluid. “Networking is the connecting element between offline and online,” says Maik Fischer, Director of Interzum.

A significant 82% of exhibitors expect to see a push towards hybrid trade fairs and digital elements, according to the Global Exhibition Barometer, published by UFI, the global association of the exhibition industry.

As digital exhibitors, interzum@home participants will have the opportunity to showcase their products with visual and textual information in their exclusive showrooms and to raise their company’s profile further, for instance by embedding video content.

Exhibitors will be able to present content on trends, innovations, products and their businesses to a relevant audience on digital stages or in workshops, while special networking features in the form of chat, video-telephony and digital meetings will allow them to forge deeper relationships.

Various filters can be used to find relevant contacts among both visitors and exhibitors. Focused chats and specific appointment and contact enquiries are a means for users to hold one-on-one conversations or to invite selected groups to exchange ideas.

To complement direct communication with visitors, interzum@home offers exhibitors a unique approach for generating leads: They can select specific visitor data in their exhibitor profile. The exhibitor’s sales team, for instance, can then approach all the visitors that have viewed the company’s profile on interzum@home.

According to Matthias Pollmann, Vice-President (Trade Fair Management) at Koelnmesse, “On one hand, the development of the pandemic will ultimately determine how Interzum presents itself. On the other hand, the development of a coronavirus vaccine is advancing rapidly, which would certainly have a lasting positive impact on the situation.”

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