UFI’s Community Manager
If you have been questioning what digitization means to the exhibition industry, you will have an excellent chance to learn more from an expert at the upcoming UFI Open Seminar in Europe to be held in Turkey, June 15-17. Dr. Holger Feist, Chief Strategy Officer, Messe Muenchen International, will deliver an address titled, Media in Transition: Five Insights for Trade Shows.
I asked him a few questions to give you a sample of the insights he will be sharing with the audience.
How will the change to digitalization impact the exhibition business?
First and foremost, digitization is a huge opportunity. It enables an even better and more targeted communication with our customers. It helps us in creating new services around our trade shows. And perhaps most importantly, it extends the traditional on-site platform of exchange between exhibitors and visitors beyond the original location and time. Digitalization thus paves the way for a number of new business models.
What are some of the steps organisers should take to face these changes?
To capitalize on the digital opportunity, organisers first need to fully understand the importance of data. Managing data properly, analysing data thoroughly, using data responsibly are key prerequisites for success in a digital world. Second, organisers need to fully understand exhibitor needs and the visitors’ journey, on site and off site. Organisers are then in a position to design more targeted communication and services to create highly valuable, individual matches.
If you haven’t already registered for the Open Seminar, there is still time. For more information click here: www.ufi.org/istanbul2015