The digitisation of business models is a fundamental challenge for trade fair companies. They need to expand on their core business of selling spaces in order to become one-stop service providers. To do this, they need to focus more on digital services. The seamless integration of digital services, which is entirely in keeping with providing the best possible customer experience, continues to present an additional obstacle.
Digital transformation, along with the associated change in visitor behaviour, has made it necessary for trade fair companies to make use of various digital services in order to grow. This growth relates to more than just the range of services they offer. The buzzword for future-oriented trade fair companies is ‘participation’ – participation that extends beyond each analogue visit to the trade fair.
With digital services, future-oriented trade fair companies will have the opportunity not only to expand their range of services, but also to offer every client tailored services and new forms of participation. Accordingly, digitisation strengthens the relationship between the trade fair companies and their diverse target groups.
Building on the foundation of many years of experience, we provide trade fair companies with advice about defining and achieving their vision for digitisation.