We spoke to the Director of interzum Maik Fischer about the new trade fair experience interzum@home and the added value of the digital platform for the industry.
Mr Fischer, the digital platform interzum @home celebrated its successful premiere from 4 to 7 May. What is your summary after the four days?
“The digital edition of interzum@home also presented the relevant topics in an emotional way and thus gave the industry new, creative impulses. A total of more than 10,000 participants from 132 countries were active on the platform. All in all, this was very impressive proof of the relevance and charisma of the interzum brand in the world. Thus, even in these challenging times, the leading international trade fair has remained a reliable address for inspiring exchange and new business opportunities“.
What added value did the digital event at interzum have for visitors?
“Interzum@home offered visitors a completely new trade fair experience. The focus was on two essential aspects: content and networking. The three Trend Days and the Product Stage for exhibitors invited visitors to transfer knowledge in 230 specialist lectures and workshops. Visitors were not only able to experience the key speakers from their industry digitally, but also to actively enter into dialogue with the speakers. The second elementary component of the new platform was the opportunity for networking, and so the visitors took advantage of the diverse offer for a lively exchange on all four days of the fair. In total, there were over 80,000 chats and audio-video calls. More than 10,000 leads were generated during the duration of the event, so there was more than one lead every minute! The worldwide offer of the exhibitors and the worldwide demand of the visitors thus came together again this year“.
Which exhibitors took part in the online event?
“Interzum is a trade fair of world premieres – very many exhibitors present their innovations here for the first time to an international trade audience. This year, they shifted their product presentations to the digital space in the best possible way and made optimum use of the reach this offered. 142 companies from 24 countries presented their latest solutions and product innovations at interzum@home. This means that this year’s digital edition of the fair was very international. We are particularly pleased that so many global key players in the industry were there. However, interzum also thrives on the smaller companies, which are often present with exciting products. It is precisely this mix of exhibitors that has also created the spirit of the leading international trade fair in 2021“.
How did you reach the target groups relevant to the exhibitors?
“The various stages of interzum @home offered a diverse programme with a unique breadth and depth that was very well received. For example, 230 digital events with a total of 4,240 minutes of content took place, which had around 100,000 visits from 132 countries. Of course, a special focus was also on the exhibitors’ showrooms, where all the important product innovations were presented. We also used our Koelnmesse network of furnishing fairs from imm cologne, Orgatec, LivingKitchen, but also spoga+gafa and kind+jungend to address the target groups. The exhibitors at these fairs are, after all, traditionally the visitors to interzum. Such a strong selection of trade fairs oriented along the value chain is unique in the worldwide trade fair landscape“.
What influence do you think the virtual event will have on interzum?
“Digital reach will be used as a new additional success criterion for all our trade fairs in the future. However, a digital trade fair cannot be a substitute for interzum in Cologne. From our point of view, the trade fair concept of the future is hybrid. Thus, the digital components for interzum 2023 will logically complement the physical presentation in the halls. In the future, the focus will be on knowledge and content on the web, experience and socialising on site – but always with flowing transitions. The connecting element is networking, which will remain important both online and offline“.