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The fair as a rather old-fashioned channel in marketing has been declared dead for several years. For the business to the business area, the Federation of Industrial Communication e.V. in Germany (bvik) can further state that it is the number one channel. For around 83 percent of all companies according to the AUMA survey, trade fairs are an important or even very important element of communication.
New channels create new possibilities
The use of virtual and augmented reality applications as well as Lucent screens in trade fair design opens up completely new possibilities of interaction for the exhibitors.
The (brand) experience becomes holistic
There has been a shift in information in recent years. This way, the trade fair visitor gets an overview in advance and the personal entertainment at the trade fair gets more in focus again. An exciting approach to product presentation is the so-called "Magic Box". A real product is placed behind a touch screen and the visitor can focus on a component via a kind of sliding window. This leads to a more intense experience with product and brand of the exhibitor.
Personal contact is desired
However, all technical possibilities do not displace the desire for personal contact. Especially with high-priced investments, a good feeling and confidence in a purchase decision is required.
Here you find the original (German speaking) article by Kai Halter, CEO of bvik and Director Marketing of ebm-papst, published in the PR-Journal.