COLOGNE, Germany: Losses within the thousands and thousands, cancellations of occasions and a very new technique—these are just some of the hurdles and achievements Oliver Frese stories on. He’s the COO of Koelnmesse, which is historically accountable for the organisation and implementation of IDS. In an interview with Dental Tribune Worldwide, Frese defined how the organisers have managed to get the world’s main commerce honest for the dental group off the bottom regardless of the COVID-19 disaster and to make sure its sustainable success as a platform for improvements and market traits.
Mr Frese, the commerce honest enterprise in Germany and worldwide has skilled appreciable losses in 2020. What are the prospects for the business this 12 months and subsequent?
For us as a commerce honest organiser, the previous one and a half years have been, and nonetheless are, with out query essentially the most tough up to now in our greater than 90-year firm historical past. Many occasions needed to be cancelled or postponed to the approaching years. The monetary losses are within the vary of lots of of thousands and thousands of euros. And but, crises at all times have optimistic sides. We used the weeks and months intensively to rethink the commerce honest as a advertising and marketing instrument, to develop new instruments and types of communication, and to speed up processes that we had already initiated. Right here, I’m referring particularly to the world of digitalisation.
This 12 months, for the primary time in its lengthy historical past, IDS might be held as a hybrid occasion—on-site and on-line. What are your expectations of this format and the way has it been obtained up to now?
The COVID-19 disaster has accelerated the digital transformation of the commerce honest business, which was already clearly on the horizon beforehand. Sooner or later, we’ll transfer in a hybrid means between the 2 worlds. The main target of an interdisciplinary information trade and data switch might be on the digital stage. The enterprise communication involving private expertise and person-to-person trade will stay the good plus of the honest on-site.
We’ve got rolled out this technique to IDS 2021 and wish to give commerce honest individuals who can not journey to the honest the chance to find engaging exhibition stands and merchandise and to get in contact with their contacts through progressive channels. The idea has been properly obtained by exhibitors and guests, as evidenced by the present ticket registrations for IDSconnect.
“Folks don’t simply wish to see the product digitally—they wish to expertise it”
Hybrid additionally means double the hassle and elevated prices for hygiene programmes for organisers and exhibitors. Isn’t it potential, due to this fact, that exhibitors will think about smaller occasions in the long run and/or migrate fully to the digital house?
No, fairly the alternative! It has been clear that our prospects wish to return to the exhibition halls! Sensory expertise and private dialog can’t be changed by digital options within the enterprise world. Even at very digital-savvy occasions, like those we’ve got in our Koelnmesse portfolio, the underlying feeling is obvious: digital works very properly, however in the beginning we would like a commerce honest platform the place we will meet in individual.
Participation in commerce gala’s has historically been some of the vital advertising and marketing instruments within the dental business, typically accounting for the biggest finances. Will this modification in favour of digital advertising and marketing methods and what does this imply for commerce honest firms?
In our opinion, this won’t change a lot sooner or later. Because it presents new prospects, digitalisation helps on a regular basis skilled life, facilitates processes, opens new enterprise fashions and ensures extra environment friendly enterprise. However enterprise transactions will nonetheless proceed to happen in individual sooner or later; individuals don’t simply wish to see the product digitally—they wish to expertise it. And the enterprise relationship based mostly on partnership can also be based mostly on belief and respect, which you don’t construct up by means of digital conferences. The non-public dialog continues to have prime precedence for us and our work. In any case, it’s only in dialog that I discover out what strikes and drives my prospects. This additionally applies to the dental business.
What developments do you foresee for giant commerce gala’s with a big worldwide viewers?
There won’t be a 100% return to outdated methods and patterns of considering—that may not make sense both. On the provision facet, the occasions will be capable to regain their former dimension and power in quantitative phrases, however the kind of presentation and the exhibition stands will change in order that the bodily expertise within the corridor and digital communication are equally assured. The demand facet can even hopefully choose up in numbers within the medium time period because the pandemic is overcome. Nonetheless, the worldwide attain might be way more in depth than earlier than when the digital choices take maintain. For our prospects, the idea for his or her enterprise might be bigger.
“The best problem is definitely that of linking the bodily commerce honest with digital companies”
At present, round 830 exhibitors are registered for IDS 2021. Will there nonetheless be a necessity for giant exhibition halls?
IDS 2021 will definitely be totally different from earlier IDS gala’s owing to COVID-19, and on the one hand, we’re working onerous to make sure that the distinction might be nearly imperceptible for our individuals. However, it’s also within the pursuits of our prospects to note sure adjustments owing to the present framework situations. In actuality, we want extra space in an effort to guarantee all at present required measures and official laws for the safety of exhibitors and guests. Past the present 12 months, it’s not the scale of the corridor that might be decisive however reasonably its flexibility for the hybrid way forward for the commerce honest enterprise.
In your opinion, what would be the best challenges for the commerce honest business within the coming years and the way can they be overcome?
The best problem is definitely that of linking the bodily commerce honest with digital companies, as a result of that’s what our prospects anticipate as we speak. In current months, we’ve got devoted ourselves much more than earlier than to the event of hybrid and digital commerce honest experiences, as much as and together with the year-round on-line presence of our commerce honest manufacturers. As a result of the large plus of the hybrid occasion is the digital attain properly past the commerce honest interval. We should clearly work on this extra potential for exhibitors and guests and regularly increase it. Then it is going to be a traditional win-win scenario for everybody.