Social Media is important, face-to-face interaction is even more essential

At EuroShop 2017, nothing is more important than having a great trade fair booth. Technology and digitization are not just great toys, they are also amazing gadgets to showcase your brand. Virtual reality and interactive designs are major trends. We asked Jan Kalbfleisch, Managing Director of the interdisciplinary association FAMAB, how companies can present themselves. Among many others, FAMAB supports trade fair architects, exhibition stand construction companies, marketing agencies and event catering services in their work.

Kalbfleisch: FAMAB has created a very thoughtful yet remarkable booth for 2017. The design is strongly influenced by our logo and slogan. The booth will have a lounge-like ambiance. Our appearance intends to encourage visitors to linger and engage in conversation. Face-to-face interaction is the most important aspect of live communication.

We are also going to offer trade show tours this year. We are planning a tour through Halls 4 and 5. We want to show newcomers and interested visitors exceptional trade show appearances and booths of the EuroShop along with a short company presentation. We will also host a seminar with a cooperation partner. It will illustrate what works at trade fairs and why.

Kalbfleisch: They are major trends. Well-equipped booths have a great appeal. Appearances that allow visitors to participate interactively are especially well received and popular. At one trade fair, for example, I encountered a company that makes window profiles. This is a highly unemotional product. However, screens showed additional information visitors could also receive via e-mail.

Right now, augmented and virtual reality is also very much on trend. Special glasses let you immerse into different worlds. I am still unsure whether this is actually the right way to go. After all, you become extremely isolated from the outside world with these glasses. Meanwhile, the focus should be on face-to-face interaction at trade fairs.
What’s more, special live tracking tools allow exhibitors to understand what visitors were especially attracted to and what they focused on and for how long. The analysis can assist with planning the next trade show.

Kalbfleisch: Sustainability will be one of the showcased topics. Awards will also play a major role since we annually bestow the FAMAB AWARD and honor the best projects in Europe. Another topic is the future of exhibition area where we present future developments in exhibition stand construction and design. The Expo in Kazakhstan will also be featured in a presentation. Last but not least, there will also be presentations on corporate social responsibility.

Kalbfleisch: This time around, we feature more exhibitors in our field. This includes the largest and most modern exhibition stand construction companies in the world. One highlight is simply the fact that EuroShop provides a marketplace. Here you are able to learn from the pros and see state-of-the-art solutions and how your own company can implement them. That is my most important reason to visit EuroShop 2017.

Interview: Lorraine Dindas
First published at iXtenso.com Magazin for Retailers