"Festival is often the wrong answer"

Expodata: Eugen Brunner, supposedly trade fairs, including trade fairs, are transforming into so-called "festivals". In other words, more of a party. As a partner of a live communication agency, you like that because it promotes your business model, right?

Eugen Brunner: Aroma does not see herself as a party maker. It is a specialist in spatial brand experiences and therefore combines creative agency, architect and producer under one roof. We always focus on the question of what measures our clients can use to achieve the desired effect. Festival" is often not the right answer.

Easyfair's Stephan Forseilles says in an interview in Expodata Live Communication 7/8/2019, he hates the concept of a festival. Not everything and everyone needs a party. What is your assessment, what would you say to Stephan Forseilles?

As President of the Association, I am of the opinion that the Swiss exhibition landscape is multifaceted and cannot be reduced to a single term. From my point of view, this is often a case of wordplay. Ultimately, the success of an event is important. The result is what counts.

Trade fairs are primarily about leads, then deals, the famous handshake. What do "festivals" do for this process? And can an exhibitor at, say, a Swissbau, an Ilmac or an Sindex really still expect follow-up business like in the past? Or is it now all about "trade fair presence" and business is finalized online?

I think trade fairs are and will remain an important driver of the economy. They are an indispensable sales, communication, information and, above all, networking platform for both exhibitors and visitors, especially in the digital age. The more we communicate via digital channels, the more important personal encounters between suppliers and their potential customers become. And unlike in the past, today it is about much more than just being present at a trade fair, even if business is increasingly being finalized online. The focus is on a unique and lasting experience and real brand interaction. 

Curse or blessing? What will the digital transformation do for live communication? 

It is neither a curse nor a blessing, but an opportunity for live communication. Digital communication complements the live experience and will not replace it, but enrich it. With the right digital strategy, an event can not only be made accessible to a wider audience. Skilful online communication and community building will extend the experience. Visitors also experience added value during an event through digital interactions. 

Read the full interview in the print edition of Expodata Live Kommunikation on September 21, 2019.