At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue. View the full infographic with all results!

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

This article is based on Stephan Forseille’s post “Exhibition Industry & Digital Disruption – the full feedback from the UFI Special Interest Group” in the UFI Digital Innovation Group on LinkedIn. Keep in touch and stay updated on digital innovations in the exhibition industry.

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Join the Digital Innovation Group’s next Focus Meeting: Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 11 July 2018, © adventics GmbH

There are a lot of digital initiatives reported in the exhibition industry lately: IT departments are growing nearly everywhere, budgets are increasing and job titles that are pretty new in the exhibition business are arising. A “Chief Digital Officer” and a team with a start-up attitude seem to be a must-have. And it is also a must-do to talk about all these efforts, furthermost to the board of directors.

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

During the session in Johannesburg, there were some arguments which underline the thesis of a real threat to the exhibition industry:

1. Many organizers (and here especially the state-owned companies) are to slow to really bring innovative solutions to the market.
2. We need a different corporate culture. We are not used to allow errors. Agility is something else. We need the right organization and the right attitude of the top management.
3. They bring in modern technology but forget about the appropriate business models.
4. Just buying a new CRM system and taking five years for a basic implementation is not really digitizing the business.
5. We can’t work with big data because we do not even understand our small data.
6. Many initiatives rolled out are pretty old school and have nothing to do with industry 4.0 and modern digital business.

Interestingly, the entire audience was seeing it the same way. The big majority (about 95 %) voted that they agree or even strongly agree that the exhibition industry is currently doing a pseudo digitisation. Nevertheless, it was discussed that there are some bright exceptions in the market who are really leading the industry in terms of using modern technologies and business models.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

Join us online:

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Join the Digital Innovation Group’s next Focus Meeting:

Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 11 July 2018, © adventics GmbH

Everyone knows what Uber did to the taxi industry, what Amazon did to distribution and what AirBnB did to the hotel industry. It has been witnessed how companies like Nokia, Blackberry and Kodak disappeared practically overnight because they missed the train of disruption. Could the same happen to the exhibition industry? Could a newcomer revolutionise the way trade shows are done? Could someone find a simpler, cheaper, hyper-personalized and super-convenient way to organise events without the traditional organisers and venue owners?

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

Some are afraid this could happen because, in a digital world, matchmaking happens 365 days a year across numerous media, social networks and mobile apps, not just during a trade show period. Companies look for more flexible ways to showcase their products and the next generation will look for infotainment formats that traditional organisers struggle to provide.

On the other hand, it was argued that the business model in itself might not be interesting enough for external investors. “We see a lot of sharks coming up in our pond who want to monetise on data we are just unable to handle ourselves. As barriers to entry remains high and assets remain in the hand of the existing operators, the danger is not too close…” As long as they manage the Digital Transformation themselves and do not resist to the change their customers expect to happen!

The trade show executives present in the room tended to agree. A majority of them think the exhibition industry should not fear the rise of new formats and operators. They think the industry as a whole is already doing a good job in terms of improving the customer experience and providing modern tools and format to attendees and organisers.

So, fear is not creeping in the minds of the leaders of the exhibition industry. However, they remain aware that the status quo is not an option and that they must aim to provide a service on par with what the amazon, Apple, AirBnB and Uber of this world have been providing for years.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

This article is based on Stephan Forseilles’ post “Is the exhibition industry the next to be Uberized?” in the UFI Digital Innovation Group on LinkedIn. Keep in touch and stay updated on digital innovations in the exhibition industry.

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 16 July 2018, © adventics GmbH

Privacy laws are changing around the world and becoming more restrictive to protect the rights of individuals at a time when more and more activity is digitally personalised. The European Union started enforcing the new GDPR laws from mid-2018 and other regions are putting similar regulations in place. But will these laws slow down the digital revolution or do they actually present an opportunity for online business by enforcing a more robust and clear basis for digital services?

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

Some of the audience think that the digital revolution will slow down because the exhibition industry is ultimately based on data – and new privacy laws can have a great effect on this. The music industry was cited as an example where data and digital-related laws have changed the business model practically overnight.

Others, however, say that such laws will take a long time before they can really be enforced. Some even see the GDPR laws as more of an opportunity than a threat, as the new regulations would ensure business could be done on more credible ground, enabling a more transparent relationship with customers and prospects.

Overall, over 65% of the audience disagreed with the theory that privacy laws would slow down the digital revolution, while only ~33% saw the new legislation as a potential risk.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

This article is based on Matthias (Tesi) Baur’s post “Will new privacy laws slow down the digital revolution? Let’s discuss.” in the UFI Digital Innovation Group on LinkedIn. Keep in touch and stay updated on digital innovations in the exhibition industry.

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 16 July 2018, © adventics GmbH

By 2020, millennials will make 50% of the workforce. They have completely different values and expectations. Millennials are a game-changing generation. The experience is more important to them than the brand. They have grown with amazon and Facebook and expect every experience to be as easy, fast and enjoyable. Has the exhibition industry to aim to have more of them in key positions?

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

Many delegates agreed that 50% of millenials should be in key positions – Fresh ideas from millennials combined with expertise from the older generation could be a powerful tool in strategy creation. In addition, millennials would have a greater understanding of the digital world and therefore be a more accurate representation of the workforce.

Some even took this idea a step further and said that diversity in general is an important issue and should be promoted more strongly across areas such as gender, nationality and background.

Those delegates who disagreed said that people in their 60s, 70s and even 80s live a pretty digital lifestyle anyway and do not lag behind the millennials in this respect. The experience and life skills brought to the working world by the older generation should not be underestimated.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

This article is based on Matthias (Tesi) Baur’s post “Should 50% of millennials be in key positions in the exhibition industry?” in the UFI Digital Innovation Group on LinkedIn. Keep in touch and stay updated on digital innovations in the exhibition industry.

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Join the Digital Innovation Group’s next Focus Meeting: Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 16 July 2018, © adventics GmbH

Driven by key players like Apple or Facebook or entire industries, e.g. the gaming industry, various technologies like Virtual Reality and Augmented Reality are becoming more and more popular. But how do these technologies affect the exhibition industry and are they a real threat to the industry?

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

During the session in Johannesburg, there were some arguments which underline the thesis of a real threat to the exhibition industry:

1. Exhibitors will book less space because they can demonstrate bigger items or variant of machines virtually.
2. Some exhibitors will disappear while moving to the digital space thinking their marketing budget is better spent there.
3. Expensive experiments by the organizers will end up with no results.
4. Other players might benefit from the innovation.

On the other hand, there have been a lot of arguments against this thesis, claiming that Virtual Reality is a welcomed add-on to event products:

1. Exhibitors will use it anyway – Let’s make it a business model.
2. It will be a substantial content element for our 365-initiatives.
3. If we don’t offer it, we will weaken our show portfolio.

Overall, the majority of the attendees disagreed that Virtual Reality will be a threat to the exhibition industry but it might be a useful complement. People will continue to want to meet face-to-face. This is why it was also discussed that everyone should keep an eye on the ongoing development and evaluate permanently in which way these new technologies could benefit existing business models in the exhibition industry.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

Join us online:

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Join the Digital Innovation Group’s next Focus Meeting:

Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 10 July 2018, © adventics GmbH

Using beacons, apps, connected scanners, sensors, smart badges and cameras all the trade show attendees’ whereabouts and actions are being measured. With the vast amount of data, using the increasing number of connected devices at the trade show’s disposal, organizers hope to discover deep insights about their visitors by looking at this data. But what about their individual needs, hopes and wishes, are they being forgotten? Is the Internet of Things (IoT) turning attendees into things?

SESSION ABOUT DIGITAL DISRUPTION AT UFI GLOBAL CONGRESS IN JOHANNESBURG

At the last UFI Global Congress in November 2017 in Johannesburg, South Africa, Gunnar Heinrich (CEO adventics & Scan2Lead) held a session on “Digital Disruption” with his colleagues from the Digital Innovation Committee Stephan Forseilles (easyfairs) and Matthias Tesi Baur (MBB-Media). The panel raised different controversial and thought-provoking topics with the audience, prompting a lively debate over the pros and cons of each issue.

THE AUDIENCE VIEW ON THIS TOPIC

Most of the audience did not agree with the statement, though not by a large margin (54% vs. 46%). During the session various arguments have been exchanged. Here you find a quick summary of what the experts on site, Tesi Baur and Gunnar Heinrich, discussed:

Pro:

Yes, because our devices will take decisions for us.
Yes, if we not mature our digital behaviour and learn how to be critical towards our device decisions.
The VW pollution scandal has shown that devices will tell us what we want to believe so that we are more willing to buy more services.
Our devices will be our own small echo room. Diversity will not generate business for a single company. This principle works already on Facebook brilliantly.

Contra:

If we play the game with a maximum of transparency we can avoid that our visitors will have to feel like things.
Visitors are more than biological robots who carry around our so beloved RFID tags.
And in the end it’s again all about value. We have to deliver true value to our attendees while using modern Technology. The electronic carry bag for digital brochures is definitely not enough.
We will also have a face-to-face business in future instead of a gadget-to-gadget. Only face-to-face can generate the required trust.

KEEP IN TOUCH WITH THE UFI DIGITAL INNOVATION COMMITTEE

This article is based on Stephan Forseilles’ post “Is IOT turning out attendees into THINGS?” in the UFI Digital Innovation Group on LinkedIn. Keep in touch and stay updated on digital innovations in the exhibition industry.

Come and join us on our LinkedIn Group (“UFI Digital Innovation Group” or http://www.ufidigital.com) or follow us on Twitter (@UFIDigital). Join your expert peers in the event industry and be part of the community shaping the future of events.

Once a year, we invite CIOs, marketers, IT specialists and anyone else interested in the digital transformation of our event industry for a focus meeting. Packed with interesting sessions and presentations, the focus meeting is also where the three finalists for the Innovation Award will showcase their solutions. Attend our meeting and vote for the winner.

Munich, 16 July 2018, © adventics GmbH

Digital services do not only enable the optimisation of service offerings for customers but also offer additional sales opportunities and extensive information to optimise a trade show. Digital channels and technologies are consequently indispensable for the acquisition and retention of customers and constitute an increasingly important source of income – and rising.

DIGITAL LEAD RETRIEVAL FOR GREATER SUCCESS FOR ORGANISERS AND EXHIBITORS

Taking on greater significance in digital business is the digital acquisition of visitors at the booth by the exhibitor. With digital lead retrieval the capture and post-processing of their trade show leads will be made easier for the exhibitors and therefore the success of their participation will be increased! The organiser gains valuable information about their visitors, residence times and streams of visitors.

SCAN2LEAD – THE EXHIBITION INDUSTRY‘S STANDARD

With Scan2Lead, the leading lead retrieval solution in the European exhibition industry, exhibitors are able to receive all their visitors‘ data by scanning the visitors’ badges, digitally capture additional information and recall all data from an online portal. The exhibitors can individually compile their customised lead retrieval solution out of the varied product portfolio of Scan2Lead (product video). For the organiser, Scan2Lead yields valuable information for optimising their events and the customer service.

Furthermore, the organiser profits from numerous benefits of Scan2Lead (e.g. profitable revenue share model, detailed reporting for their show management, qualified service and support as well as marketing and sales support). Investments in IT-structure are not necessary. Furthermore, we guarantee highest safety standards and data protection conformity.

ESTABLISHED SERVICE WITH LONG-TIME KNOW-HOW

Scan2Lead has been a reliable, safe and steady service for more than 10 years now. It is already utilised at more than 100 trade shows, including some of the largest trade shows worldwide, and has been used by more than 10,000 exhibitors. View here some of our references.

As the service partner we provide Scan2Lead in close cooperation with the organiser. Make the first move now, expand your digital business and send us a short message to support@scan2lead.de or give us a call: +49-89-416-154-818. We are happy to provide you with more information about the procedure and handling.

Munich, 24. April 2018, © adventics GmbH

Excerpt:

“Many Exhibitors often know too little about or do not use the existing tools which organisers provide for them to increase their trade show’s success. At Swissbau and many trade shows in Europe such tools to boost the trade show’s success are being employed.

Swissbau […] for example, uses Scan2Lead which facilitates the lead generation for exhibitors and even simplifies the trade show’s success for the attendees.” (This article is only available in German)

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Auszug:

At Swissbau and many trade shows in Europe tools are employed to support the trade show’s success. Swissbau, for example, uses Scan2Lead which facilitates the lead generation for exhibitors and even simplifies the trade show’s success for the attendees. As one of the industry giants in Europe, adventics GmbH from Munich provides with Scan2Lead a digital lead retrieval service at the major trade shows in Europe for more than ten years now.

[PDF DOWNLOAD]