Messe Düsseldorf to Strengthen Hybrid Trade Fair Format

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International
Messe Düsseldorf to Strengthen Hybrid Trade Fair Format

9/8/2020
Messe Düsseldorf is significantly expanding its digital program: With the keyword "Hybrid Trade Fair", it is expanding and optimizing its digital service offerings, establishing new virtual events – thereby reinforcing the hybrid character of its leading international trade fairs. With hybrid trade fairs (a combination of the physical event on site and digital content) the company strengthens the No. 1 position of its leading international trade fairs as central communication and information platforms of their respective industries – both during the trade fair and throughout the year. This October glasstec (glass production) and drupa (printing technologies) will premiere new virtual events to provide a preview for the 2021 live trade shows in Düsseldorf, Germany. In addition, other Düsseldorf No. 1 trade shows and guest events are greatly expanding their digital offerings.

Wolfram N. Diener, President & CEO of Messe Düsseldorf, sees the future in hybrid trade fair formats as a supplement to physical trade fairs: “Business needs digital formats just as much as live contacts and experiences on site. Our leading international trade fairs offer both. The online format has already long been functioning 365 days a year and has become the first point of contact for their respective industries.” The exhibitors present themselves and their products on the online portals of the Düsseldorf trade fairs and use the Matchmaking function to get in touch with their customers. “We continuously develop these offers further, in order to make the contents of our customers more attractive and user-friendly - and to make our world's leading trade fairs what they are: the pivotal hubs of the sector - at all times and on all channel,” added Diener.

New Digital Formats for drupa and glasstec

drupa – the no.1 for printing technologies, and glasstec, the world’s largest trade fair for the glass industry, will be the first of Düsseldorf’s leading trade fairs to launch two new digital events: drupa preview and glasstec VIRTUAL. The new digital formats with the three segments Conference Area, Exhibition Space and Networking Plaza significantly enhance the time until the 2021 events and enable the industry players to network, present and inform themselves in advance. Exhibitors can post product information and videos in the Exhibition Space. They can also offer web sessions in the Conference Area, where the participants can interact with the speakers. At glasstec VIRTUAL from October 20 – 22, 2020 this segment will feature interactive expert lecture and panel discussions on the current market situation and globally trending topics. Starting in late October, the drupa preview Conference Area will regularly offer new teaser videos, featuring high-caliber international speakers highlighting themes to be addressed at the drupa forums 2021 as well as brief interviews with industry experts. At the Networking Plaza industry players will find participants of interest via the new Matchmaking Tool to get in touch with and meet in virtual rooms.

Dr. Christian Plenge, Head of the Digital Strategy and Communication at Messe Düsseldorf, emphasizes the benefit especially during these times: “Live contacts are taking place under new conditions in the age of Coronavirus, they become more exclusive and are attached to a higher perceived value. At the same time, online formats for communication, presentation and distribution gain in importance. Our trade fairs have long been hybrid events and formed part of the digital transformation, which constitutes a strategic pillar for Messe Düsseldorf. The current situation now acts as an engine additionally driving our digital portfolio.” The other leading international Düsseldorf trade fairs will also expand their digital ranges and services further – just like the upcoming MEDICA in November.

One Industry, One Portal

The portals of Düsseldorf’s leading international trade fairs currently feature not only information about exhibitors’ contacts, news and the events held at the stands but also some 34,000 company profiles as well as over 105,000 product descriptions with texts and images. The digital portfolio of Messe Düsseldorf also includes the drupa blog, the MEDICA Magazin of the medical device technology trade fair, TIGHTLY PACKED, the e-magazine of the packaging trade fair interpack, and EuroShop 365 of the Retail Technology trade fair EuroShop. Wolfram N. Diener stated: “The linking of sector-specific content with exhibitor-specific information is what’s so special about our portals. They reflect the entire world markets of their respective industries.”

Guest Organizers also rely on Hybrid Formats

For guest organizers who use the Düsseldorf exhibition center for their trade fairs, hybrid exhibitions are also of major importance. flotte:digital (September 14 – 18, 2020) will be Germany’s first major virtual trade fair held for vehicle fleet decision makers: The “Flotte! Der Branchentreff” event scheduled for March 2020 was one of the first events that had to be postponed due to the Coronavirus pandemic. With flotte digital, conceived as a “hop on hop off” format, the organizer – Flotte Medien GmbH from Bonn (Germany) – now offers people in charge of fleet management a virtual trade fair this year plus a comprehensive technical program – consisting of expert meetings, roundtables, workshops, webinars and live lectures. All this will be offered this year before the next “Flotte! Der Branchentreff” will take place from March 24 – 25, 2021 at the Düsseldorf exhibition center.

Düsseldorf Congress: Service Portfolio for Virtual and Hybrid Conferences

Düsseldorf Congress, the subsidiary specializing in congresses, meetings and events, has launched services for organizing virtual and hybrid conferences, annual meetings and customer events as well as webcasts. It offers the spacious and flexible premises of the CCD Congress Center Düsseldorf as a broadcasting studio – equipped with professional image, sound and event technology. “We are constantly adding to our services – both digital and physical. Our customers’ needs are center stage,” commented Diener.

For information on visiting or exhibiting at any of the Messe Düsseldorf trade fairs, visit www.mdna.com.

About The Messe Düsseldorf Group
With revenue of EUR 378.5 million in 2019, the Messe Düsseldorf Group has maintained its position as one of Germany's most successful trade fair companies. 29,222 exhibitors presented their products to 1.4 million trade visitors at events in Düsseldorf in 2019. Compared with previous events, this was an increase in the numbers of both exhibitors and visitors. The Düsseldorf exhibition center hosts around 40 trade fairs in five sectors of expertise: machinery, plants and equipment; the retail sector, trades and services; medicine and healthcare; lifestyle and beauty, and leisure. The trade fairs include 22 own No. 1 events as well as, currently, 15 partner and guest events. Also, its subsidiary Düsseldorf Congress held over 1,000 conventions, corporate events, conferences and meetings in 2019, attracting around 374,000 delegates. In addition, the Messe Düsseldorf Group organizes 75 own events, joint events and contracted events in other countries and is one of the leading export platforms in the world. Own events in Düsseldorf attracted around 73% international exhibitors and 37% international visitors in 2019. The group has a global network of 77 foreign representatives for 141 countries, including 7 international subsidiaries.

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