Corona is not a driver for the digitization of the trade fair industry

A trade show should not be digitized as a whole - but only the parts of it that work better online than live. Otherwise, trade shows could suffer the same fate as virtual shopping centers in the 90s.

To compensate for the current limitations, a large number of virtual trade shows and digital extensions are being created. This certainly makes sense in the current, very difficult times. But does it also make sense in the longer term? Are the solutions that address the current challenges - event bans, fewer visitors due to restrictions, etc. - also the solutions that will enrich trade shows when they can once again take place without restrictions?

Personally, I doubt this. I am convinced that digital extensions are the right way - the reason should simply be different. The reason should be the changed buying behavior, which has been observed in the B2B and B2C environment for quite some time, independent of Corona. And has been served very little by trade shows so far.

Trade fairs must be able to serve new buying behavior

In some (few) areas, the purchasing process has been completely digitized. In the vast majority of cases, however, the process is neither strictly offline nor online - but both.

Example: I am an avid skier. I always buy my skis in a sports store and will continue to do so in the future, because advice, the tactile experience of the skis and worry-free service are important to me. But: I wouldn't dream of going to a sports store without already knowing which two or three ski models I'm considering. I research this in detail online beforehand. In the store, I have my thoughts confirmed and clarify any unanswered questions. After the purchase, I continue to be informed online and rather passively about innovations, for example via newsletters or social media.

It is precisely this new buying behavior that trade shows must be able to serve, and to this end they must add digital elements to their events. It is not a matter of reproducing virtually what works well live, but of combining the specific advantages of online and live.

Asynchrony vs. simultaneity

A big advantage of online is that the imparting of information doesn't have to happen at the same time as its consumption. For example, I'm glad that I can do my ski research in a free hour on a Sunday afternoon, while every sports store is closed.

Exactly the other way around, one of the big advantages of Live is that everyone is on site at the same time. For many visitors, this is an important factor, because it makes it easy to meet many business partners in person in one place.

Online, this simultaneity actually makes no sense. Why, for example, should two business partners wait a month until a virtual trade show to make their video call? They don't all have to be online at the same time. I therefore have my doubts as to whether we will still see virtual trade shows with an event date after Corona.

Overview vs. detail

Trade shows often claim that they offer a good overview. Personally, however, I believe that this works better online. Online, I can quickly search through large amounts of information and get an overview. However, when it comes to the important details and challenging questions, online reaches its limits. These can be clarified much better in personal discussions at trade shows.

Nowadays, it would be a waste to use these discussions to convey the overview - for example, via product information, which is easily available online. Visitors should already have this at the time of the trade show. I therefore believe that the digitization efforts of trade shows should lead to providing online the place where visitors can get an overview as easily as possible. So that they can then come to the event for clarification of the crucial details.

Do virtual shopping centers and virtual trade fairs have anything in common?

Since online and live have different advantages, it is questionable whether it works to host trade shows successfully virtually. I could imagine that Benedict Evans is right (his very interesting article on the subject): There was a lot of investment in virtual shopping malls in the 90s. As it turned out, the way shopping centers aggregate vendors works offline, but not online. Online, other ideas have prevailed. Perhaps the same is true for virtual trade shows?