The core question of the study was to what extent the current existing business of trade fairs is already geared towards digital business and to what extent the necessary success factors are already in place. As a business model, the exhibitor directory has for many years been one of the areas in which trade fairs generate relevant marketing revenue in addition to the traditional square meter business - both via print and digital channels. As digital business models basically follow comparable principles, the parameters relevant here can also be transferred to other digital approaches.
The comparable analysis was carried out at the time of each trade fair and is based on around 80 thematically bundled criteria in the categories of content, marketing, technology, reach potential and design & usability. Details can be found at http://www.ngn-global.com/benchmark-studie/.
The overarching findings of the study are:
- Even today, many exhibitor directories are still a digitalized version of the print exhibitor directory, which is evident both in the way the content is handled and in the associated marketing models. An original digital business approach is often not yet recognizable.
- The exhibitor directories are not sufficiently geared towards the visitor, which manifests itself in a lack of content as well as usability weaknesses and an often rather limited range of functions.
- Most digital exhibitor directories lack a focus on the visitor, who has different needs in a digital context than in connection with a print medium. In many cases, there has not yet been a shift in thinking towards the user as a key stakeholder on whom the success of exhibitors and trade fair organizers depends.
The study thus paints a picture that is currently commonplace: If trade fairs were to focus more intensively on visitors and the generation of relevant traffic, the switch to digital marketing models would also be much closer. In addition to the development of new digital business models, there is therefore still a lot of potential in the existing business, such as the exhibitor directory.
Doris Beckmann, Managing Director of ngn - new generation network, explains: "In the past, exhibitor directories consisted of print catalogs. These roots can still be felt in many digital directories today. Unfortunately, the majority of exhibitor portals do not focus on the needs of visitors. Contrary to the trends in online communication towards users and usability, measuring success also plays far too subordinate a role. However, many trade fairs and organizers are gradually realizing the importance of performance parameters such as clicks and conversions. Consequently, in the near future, digital trade fair platforms will have to focus much more strongly on the respective target groups, especially in the areas of content and technology - always corresponding to the customized marketing strategy. Our study clearly shows how much potential there still is in the implementation of digital business models in the trade fair industry.
About ngn - new generation network GmbH
ngn is an expert for digital business models in the exhibition environment and has been a partner and consultant to national and international exhibition organizers such as Messe Berlin, MCH Group, BERNEXPO and NürnbergMesse for more than 15 years. With its cross-media marketing approaches, content-driven communication strategies and innovative technology projects, the Berlin-based company sees itself as a future driver in the digital trade fair business. With a sound understanding of the industry and impulses from the start-up and media world, the digital professionals accompany numerous trade fair organizers on the path to digital transformation. Since 2010, ngn has been part of Vogel Business Media GmbH & Co. KG since 2010, giving it access to the media expertise and reach of one of Germany's leading trade media companies. As part of the Vogel Business Media Berlin agency network, ngn offers its customers the entire range of modern communication disciplines under one roof. www.ngn-global.com / www.berlin.vogel.de
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