Learning is becoming digital, and so is Learntec 2021! But how future-proof are such digital event formats? In the blog article, our trade fair expert Hans reveals the advantages of in-person and online events in comparison and how a future "Blended Event" format can look that ideally connects both worlds!
The rapid digitalization does not stop at events! For the first time this year, LEARNTEC was fully digital: Europe’s largest trade fair for professional education, learning, and learning technology is probably already well known to every HR professional. In 2020, the Learntec attracted over 15,000 visitors from all industries.
Since 2015, blink.it has also been present at LEARNTEC as an exhibitor. Almost always present: My colleague Hans, who, after over 25 trade fairs and events, is a true trade fair expert. In-person trade fairs are part of his daily business. Last year, a variety of digital events were added. At the first digital Learntec, Hans gathered exciting observations and learnings – and asked himself the question: “What will the trade fairs of the future look like?”
You can find these topics in the article:
Experience report on the Learntec xChange
Online events, the future of trade fairs
“Blended Events” as a future model
Short Experience Report: The Learntec xChange 2021
How did the digital Learntec xChange trade fair go?
“The basis for the entire trade fair was an online platform. There was an agenda with presentation slots, similar to the classic Learntec. Unlike many other online events, it was clear here that real trade fair professionals took over the further planning: The heart of a trade fair is the direct contact between providers and visitors. This was made possible through digital get-together rooms and direct chats. In principle, we still feel the strong difference between in-person and online, even with the best framework conditions.”
What do you think is the biggest difference between a physical LEARNTEC and this year's online trade fair?
“The biggest and most important difference is that you cannot actively approach visitors! This represents a significant limitation in direct contact, which we greatly appreciate at trade fairs. Online, depending on the trade fair and tool, there are participant lists. As exhibitors, we can send messages to visitors and wait for reactions – however, the commitment is considerably weaker than with personal contact. We look forward to being able to stand personally at LEARNTEC again.”
Our impressions from LEARNTEC 2020. The blink.it team loves the direct contact with visitors at the stand and during presentations. / Source: blink.it
Online Events as the Digital Future of Trade Fairs
The rapid digitalization offers opportunities and new possibilities that companies and providers can already implement at trade fairs today. The crux is the commitment: Visitors who are physically present at a trade fair like LEARNTEC focus on the offers and discussions on-site. Distractions like phone calls are at most minor disturbances.
In the case of online events, where visitors are sitting in the office or at home in front of the computer, there are significantly more and stronger distractions. An urgent spontaneous meeting in the office can, for example, lead to a cancellation of a digital event.
“Spatial distance from the workplace is an advantage for the focus of trade fair visitors!” (Hans, blink.it)
Regarding the core question, I asked several experienced trade fair exhibitors, and the unanimous opinion was: No, purely online events will not be an adequate substitute for trade fairs in the long term.
“Blended Events” as a Future Model for Digital Fairs?
Distance creates focus and commitment. Online offerings provide easier access and save providers and visitors time and money. There are clear parallels to digitalization in continuing education:
When attending an in-person workshop or training, the focus is clearly on the learning content, personal contact with the instructors, and fellow learners. E-learning, on the other hand, scores with high flexibility, cost savings, and easy participation. In continuing education, the combination of both methods is increasingly gaining ground: Blended Learning combines the best of both worlds.
“In-person events have their justification and can be ideally complemented by digital formats, but not replaced!” (Hans, blink.it)
In the case of digital trade fairs and other online events, our expert Hans suggests a similar model in the future. Essentially “Blended Events”:
In the future, the combination of in-person and online events at trade fairs could offer many advantages – for providers AND visitors! / Source: blink.it
In the future, just like blended learning, the advantages of both formats could be perfectly combined, according to our trade fair expert Hans:
“The presence is simply irreplaceable, whether in learning or at trade fairs. Direct contact with the contact person creates a bond and motivates all participants! At large events like Learntec, at least part of the in-person element should be retained.
This is ideal for combining presentations: Interested parties can participate digitally in presentations simultaneously. Listening and taking initial information works easily at a distance. With a suitable platform, providers could then offer all documents and materials flexibly online. Visitors find everything in one place and can come to the stand well-informed on the day of the event.”
Overview: Advantages of Trade Fairs and Online Events in Comparison
| Advantages of Traditional Trade Fairs | Advantages of Online Events || ---------------------------------------------------------------- | ------------------------------------------------------------------------------------- || personal contact with visitors | Significant cost and time savings due to less travel and absence from the workplace || higher commitment from visitors due to direct outreach | Reaches different target groups digitally than on-site (larger reach) || Focus on the trade fair stand and the presentation of the product | Focus on presentations and informational material |
The idea of “Blended Events” in reference to Blended Learning is, of course, just a thought experiment from colleague Hans! 😊 How do you envision the future of trade fairs? Completely in person, fully digital, or in a mix of both (trade fair) worlds?
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