“The main thing is to continue”

The Hannover Messe is usually the largest industrial show in the world. But this year it had to be held digitally due to the pandemic. Did it work?

From Jörg Ihßen, NDR For trade fair boss Jochen Köckler, one thing is certain: The first major international trade fair that took place purely online “went much better than we all thought.” But the lesson for the future is “that a digital trade fair cannot replace the magic of a physical event”. 1800 exhibitors presented themselves on the trade fair platform from Monday to Friday. That was a fraction of the usual 6,000 companies that have presented their robots, logistics systems or packaging tapes at one of the largest exhibition centers in the world in recent years. All exhibition halls except for Hall 18 were deserted. Despite all the pandemic-related adversities: As usual, the industry met in April to advertise itself. With the Chancellor, ministries, associations. Just stop in front of the screen this time.

“Better than nothing”

For Gernot Gehrke, Professor of Management and Marketing at the University of Hanover, what has happened to the 70-year-old “showcase of industry” is what has long since become apparent in the past few years. “It’s not about renting out square meters, but rather creating a basis of trust for business contacts and joint economic activity.” The Internet is only the second best solution here. Better than nothing”. After the pandemic, it will now be a question of how real visits to trade fairs of this type and online support will complement each other. VW CEO Herbert Diess, whose hundreds of square meters of booths were still one of Chancellor Angela Merkel’s fixed points of contact in 2019, presented his mobility strategy for just 15 minutes and then asked questions in the chat. In the purely digital encounter, “a lot falls by the wayside,” says the manager who steers the traditional automotive industry towards e-mobility and digitization. Because it is about the lasting effect of trust. “And that is where personal encounters are extremely important.” But the mere fact that every logged-in visitor could ask the CEO directly questions about hydrogen technology, synthetic fuels or possible cooperation partners at the Hanover Fair is a new quality feature of the Hanover Fair 2021.

Digital trade fairs are not a permanent replacement

But purely digital trade fairs will not be a substitute for face-to-face fairs in the long run, believes Jörn Holtmeier, Managing Director of the trade association for the trade fair industry. “It is simply not possible to move everything into virtual space.” Winning new customers and the opportunity to test products is only possible in real exhibition spaces. It was a “test case”, according to trade fair boss Köckler in Hanover. In the end there are 90,000 participants who have accessed more than four million pages on the industrial platform with the Hannover Messe logo. Search queries to companies or specific technical products were made 800,000 times. The appeal by Siegfried Russwurm, President of the Federation of German Industries: “More than ever, we need to grow out of the Corona crisis with new solutions and business models.” Financially, the effort for the exhibition company was not really worth it. A small profit is probably at the end, hopes Köckler.

For hours in front of the screen?

“Overall interesting, a positive experience. But I hope for a hybrid solution in the future,” said Christian Wendler, CEO of the automation experts Lenze. In Hanover, however, the “character towards an information and contact congress” was continued well. However, just like classically counted customer contacts, click numbers are no guarantee for business deals. Customer care is more appropriate. From his point of view, it is important that the exchange of top entrepreneurial decision-makers was still possible during the pandemic. The balance sheet for both the exhibitors and the organizers is clear: It was the only possible alternative this year. And this will change future trade fairs. How exactly a mix of personal contacts in Hanover and internet connections can look like remains an exciting question. But one thing is certain: nine hours in front of the screen – hardly any trade fair visitor would want that in the future either.