It was an open secret. It was the logical consequence. Anyone who knows the makers of LogiMAT, the Munich-based EUROEXPO Messe- und Kongress-GmbH, knew that there was more to come. The internationally known and annual trade fair for distribution, material and information flow has had to be canceled twice now due to the corona pandemic.
Trade fairs & digital – A critical comment on this – Image: r.classen|Shutterstock.com
While many innovative solutions for virtual trade fairs and virtual showrooms were springing up, there was generally no clear strategy for this new form of presentation. One couldn't help but feel, rightly, that something was being hastily put together in order to quickly access the companies' idle trade fair budgets.
The trade fair for intralogistics solutions and process management takes a completely different approach: It wants to provide a professional information and communication platform as a year-round interactive solution as a “bridge to the next LogiMAT in-person event from March 8th to 10th, 2022 in Stuttgart”.
LogiMAT
“Our exhibitors have made it very clear to us that they want to use digital solutions these days - but they have also made it clear that they reject a virtual trade fair,” explains Michael Ruchty, trade fair manager at LogiMAT in Stuttgart. “We therefore wanted a big solution and developed a year-round LogiMAT platform for business initiation and knowledge exchange, which breaks new ground with interactive formats on exciting core topics in intralogistics.”
criticism
Mr. Ruchty's statement is not surprising. There are also our own economic interests. Apart from the fact that a virtual trade fair cannot replace the charm of a physical trade fair where people can meet and exchange ideas, financial interests are also in the foreground in the medium to long term. In short: a virtual trade fair is far more cost-effective.
The negative suggestion that exhibitors have made it clear that they reject a virtual trade fair is incomprehensible. You always have to keep the self-interests of those involved in mind. That stand builders e.g. B. are not enthusiastic about this development, it should be obvious. Trade fair planning is usually designed by the marketing department and they are by far more than open to all new digital topics and possibilities. On the other hand, decision-makers are generally cautious when it comes to new topics such as virtual trade fairs, that they are not yet familiar with and where the journey is going.
They are also the decision-makers who, until recently, had no interest in video calls or video conferences with video communication services such as Microsoft Teams, Google Meet or Zoom. Unforgettable is the recent hype surrounding the audio-based social network app Cloubhouse, where some people asked themselves: Are you serious?
The print media has shown us how painful the process can be when dealing with online topics when you try to prevent something that can no longer be stopped. If you don't recognize the signs of the times and don't set the course for new developments in a timely manner. When decision-makers presumably say clearly: We reject this. We don't want that. In 2019, more money was invested in advertising in online media in Europe than in traditional media such as newspapers or television.
And I would also like to remind you again of the classic: “The Internet is just a passing fad”
“Like so many things, this is just a passing fad. “You don’t have to go along with every media hype,” said Chancellor Angela Merkel to journalists in Berlin. “I have managed without this internet so far and will continue to do so in the future.” She also recommends this to her employees. “This internet just wastes time unnecessarily.”
It's not about chasing a new trend or raising fears that you might miss something that you won't be able to catch up with the competition later. It's about living this digital part of the world, just as making phone calls has of course become an everyday element of our business communication.
Because despite traffic jams, hotel reservation problems, overpriced parking fees, etc., we still rushed to the trade fairs again and again.
Digital and virtual are complementary, not replacements!
These are additions to previous forms of communication such as:
- Trade fairs & events
- In-house exhibitions
- Website & PDF, print
- Email, phone, messenger
Actually, they are not additions, but extensions that represent a further step in digitalization and can now demonstrate their strengths in the current corona pandemic:
- Trade fairs & events ↔ Virtual fairs / online event management & video lectures
- In-house exhibitions ↔ Virtual Showroom
- Website & PDF, Print ↔ 3D / AR / VR
- Email, telephone, messenger ↔ video calls & conferences, webinars, steaming services
Virtual Showroom & More
Important note: The PDF is password protected.
Please get in contact with me. Of course, the PDF is free of charge. Important note: The PDF is password protected. Please contact me. Of course the PDF is free of charge.
German version – To see the PDF, please click on the image below.
German – To view the PDF, please click on the image below.
Virtual Showroom & More – PDF Download
The LogiMAT.digital platform is right and important!
The LogiMAT.digital platform will be available to participants from April 2021 to March 2022 and will regularly feature expert talks, workshops, specialist lectures, lecture series and presentations during this time. “Supported by experts, we offer the 'digital LogiMAT community' a range of exciting content every month,” explains Peter Kazander, Managing Director of EUROEXPO.
More than 1,200 international exhibitors have already registered for the physical LogiMAT trade fair in March. They can use the LogiMAT.digital platform for their company and networking profiles, presentations, roundtables, workshops, lectures, information and press conferences. According to Kazander, the heart of the platform is AI-supported, interactive matchmaking with an integrated chat function and live streaming, so that exhibitors can contact suitable business partners directly and in real time to generate leads.
“Media and long-standing partners from business and science can also display their own content,” says Ruchty. This means you can reach LogiMAT visitors and interested parties from previous events over a period of up to twelve months.
All functions implemented for live streaming and matchmaking will be activated on the LogiMAT.digital platform by April 2021. The launch is on April 22nd. “On this day, the virtual gates will be opened to trade visitors from all over the world and the first sessions are planned for May 3rd and 4th,” said Kazander.
Detailed information about the platform is available at: www.logimat.digital
Suitable for:
- 2021: No LogiMAT this year – what to do?
- Xpert.Digital: Simultaneous virtual reality experience for any number of users on LogiMAT
- Digital Innovation Hub from the very beginning for logistics and photovoltaics
- Digital platforms are transforming the global economy
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