Now that the flare-up of the corona virus makes it look like trade fairs are out of the question for the time being, Hannover Messe is already deciding to change course. It is going to organise the fair in a different way, namely analogue and hybrid.
"Industry needs trade fairs!" the organisers begin their announcement about the new format of the event. "Industrial companies yearn for a place to present innovations, expand networks, discuss economic policy challenges and win customers." Because even now it is unclear whether trade fairs will be able to go ahead next year, Hannover Messe 2021 is partly changing tack.
More digital
"For exhibitors and visitors who cannot travel, Hannover Messe offers new opportunities in the digital space. For example, online streaming studios and hybrid formats combine the physical exhibition space with the virtual world. In addition to our expertise in organising trade shows, we also have digital know-how, which we demonstrated this year with the HANNOVER MESSE Digital Days," says Dr Jochen Köckler, chairman of Deutsche Messe AG. "Hannover Messe offers all exhibitors the package that suits them best, from an analogue exhibition to hybrid combinations to a purely virtual presence. The exhibitor decides how he wants to participate in the fair during the corona pandemic. There are also options for a physical fair, thanks in part to a new and comprehensive hygiene and safety concept."
Politics and business
The main theme of the event is 'industrial transformation'. "To move this process forward, decision-makers from business and politics meet at the fairgrounds or one of the very good online conferences. Never before has the relationship between politics and business been more important than now. Again, we will develop the right formats and bring together the best of the analogue and digital worlds."
"Our exhibitors often tell us that it is almost impossible to reach new customers without trade shows," Köckler continues. "They need a fixed date in the calendar where people come together to find innovation and orientation. That is also very much the DNA of the HANNOVER MESSE brand and it is a promise we will keep 2021 - analogue, digital and hybrid."
Source: HANNOVER MESSE.
