Fairs and conferences are important for many german IT companies for sales and marketing. During the coronavirus pandemic, numerous coarse events were canceled and partly replaced by purely digital or hybrid alternatives. These new formats were also able to gain importance beyond the pandemic. This is from a current survey of the industry association BITKOM under 165 ITC companies.
Apart from coarse measurements such as the CES in las vegas, the MWC barcelona or the IFA berlin, there are numerous smaller, partly very industry-specific events for ITK companies and their customers. While the experiences of the IFA 2020 show that gross fairs are difficult to digitally reflect, smaller specialist events such as the fiberweek of the federal association of broadband communication (breko) will also find their audience online. At the beginning of december, the web summit also tries as a large european tech conference with a digital output.
According to the BITKOM survey, such virtual or hybrid events have 70 percent of the german ITK companies "a gross or very grave meaning". Knapped the half of the surveyed companies have used digital or hybrid measurements for the first time this year, a fiveft makes that long. On the other hand, the companies expect that the importance of pure prease events will decrease. Only almost 40 percent of the companies surveyed keep offline events still relevant.
"The requirement after exchange and networking is unbroken", says bitkom boss bernhard rohlededer. "With virtual and hybrid events, this requirement can also be taken into account under the difficult conditions of the pandemic. The technologies for carrying out are now so diverse and interactively that even a few previously purely physical events are replaced by digital formats."
Trade fair economy hit hard
These are not good prospects for the event industry, which is hit hard from the pandemic anyway. Two-thirds of the fairs planned for 2020 have been canceled or postponed according to the networks of the association of the german trade fair management (AUMA). After a recovery in the spatsummer, the organizers have to take their gates again due to the youngest decision of the federal government and the lander now. For irritation in the industry, the fairs from the federal government "leisure" be paid.
"The german exhibition industry is more important that many industries have to contribute", stresses auma boss jorn holtmeier. He expects trade fairs from the connection with leisure activities at short notice. "Equality of fairs with the coarse and retail trade is more than justified. Both takes place in similarly structured areas and has largely identical functions."
The cancellation of a rough event also has the direct affiliates, exhibitors and visitor also consequences for the local economy. Thus, for example, hotel industry, gastronomy, logistics and trade fair construction are affected. According to the AUMA, the macroeconomic effects amount to around 21 billion euros, 173.000 workplaces are danger.