"Swissbau offers emotions"
Often, a trade show appearance requires a large portion of marketing funds. Rudolf Pfander, Exhibition Director of Swissbau, says in an interview with Expodata Live Kommunikation why this is worthwhile.
Rudolf Pfander: Participation in a trade fair is resource-intensive. Often, a trade show appearance requires a large portion of marketing funds. So we as trade show organizers are challenged to show the added value of a trade show. What can a trade fair do that a digital channel cannot? In addition, a trade show participation is always a long-term goal: It needs continuity to be perceived as an exhibitor. I always say: Visibility through continuity.
A trade fair experience appeals to both the heart and the head. We offer emotions and interpersonal contact - from person to person. I can experience products live, touch them and test their texture - which is not possible digitally. A visit to a trade show activates all the senses.
These are certainly stormy times at the moment. Digitalization and globalization demand new ideas - also in the area of trade shows. The Internet is omnipresent. Nevertheless, personal contact is irreplaceable. To this end, Swissbau offers the ideal setting and many platforms for exchanging ideas and cultivating relationships in person. For example, the Fuckup Night on the topic of "Failure as part of the path to success" or the Guided Tours, guided tours by architects for architects.
>> Read the detailed interview in Expodata Live Communication 3.4/2019 on April 12, 2019.
