Swissbau 2020: More efficiency per square meter

The days when the yardstick of a trade fair was defined solely by the size of the exhibition space and the number of exhibitors and trade visitors are over, at least in Switzerland. For good reason: Swissbau 2020 is visibly smaller compared to the past. If trade fair budgets are no longer spent as easily as they used to be, that also means more scrutiny of the trade fair in the marketing mix. As illogical as it may sound, fewer exhibitors and fewer events make it easier to visit the exhibition. According to the MCH Group, however, there were still 92,000 visitors.

More efficiency

Something similar in terms of efficiency applies in the number of visitors at Swissbau. It was felt that there were far fewer trade fair visitors than in the past. But conversations with exhibitors revealed that they were very satisfied with the number of stand visitors. Fewer trade show visitors also means a more relaxed trade show atmosphere, and exhibitors have time to concentrate on advising their customers at the booth.

At Swissbau 2020, Trendwelt Bad was once again the crowd-puller in interior design: "Trendwelt Bad is the leading bathroom exhibition in Switzerland. The best-known brands staged their product innovations with spectacular trade fair presentations and offered inspiration for upcoming construction projects," says Rudolf Pfander, Exhibition Director of Swissbau.

Platform for digital transformation

Where quality prevails over quantity, the level of a trade fair rises. Leading trade fairs such as Swissbau 2020 are also a reflection of the industry in terms of topics, and this year's theme was "from person to person". In 80 events, the current challenges of the industry, such as renewable heating, were discussed and knowledge on current topics was imparted by over 300 speakers. The Swissbau Innovation Lab (pictured above), launched in 2018 together with partners Bauen Digital Schweiz, Innosuisse and SIA, put digital construction at the center of attention.

Swissbau 2020 suggested why trade shows play an important role in the marketing of the construction industry, even in the digital age. With the integration of the two trade fairs Ineltec and Sicherheit, the topics of building automation, electrical installation, energy in buildings, light and lighting technology, and building security were brought together under one roof for the first time. Exhibitors and visitors alike see this merger as a step in the right direction. The next Swissbau will now be held in Basel over four days, from Tuesday 18 to Friday 21 January 2022.