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 that in-person events and online events offer in comparison and how a future "blended event" format can look, ideally connecting 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 already well-known to every HR professional. In 2020, Learntec attracted over 15,000 visitors from all sectors.
Since 2015, blink.it has also been present as an exhibitor at LEARNTEC. Almost always present: My colleague Hans, who, after more than 25 trade fairs and events, is a true trade fair expert. In-person fairs are part of his daily business. Last year, various digital events were added. At the first digital Learntec, Hans collected exciting observations and learnings – and asked himself the question: “What will the trade fairs of the future look like?”
You will 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 fair go?
“The basis for the entire fair was an online platform. There was an agenda with presentation slots, similar to the classic Learntec. In contrast to many other online events, it was noticeable that real trade fair professionals took over the further planning: The heart of a 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 a strong difference between in-person and online, even with the best conditions.”
What do you see as the biggest difference between an in-person LEARNTEC and this year’s online fair?
“The biggest and most important difference is that you cannot actively approach visitors! This means a significant restriction in direct contact, which we greatly appreciate at trade fairs. Online, depending on the fair and tool, there are participant lists. As exhibitors, we can send messages to visitors and wait for reactions – but the commitment is noticeably 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 direct contact with visitors at the booth and in the 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 present at a trade fair like LEARNTEC focus on the offers and discussions on site. Distractions like phone calls are at most small disturbances.
At online events, where attendees are sitting in the office or at home in front of the computer, there are considerably more and stronger distractions. A spontaneous urgent meeting in the office can, for example, even lead to the cancellation of a digital event.
“Spatial distance from the workplace is an advantage for the focus of trade fair visitors!” (Hans, blink.it)
To the core question, I asked several experienced trade fair exhibitors, and the unanimous opinion was: No, pure 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, the personal contact with educators 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 becoming established: Blended learning combines the best of both worlds.
“In-person events have their justification and can be ideally complemented digitally, but not replaced!” (Hans, blink.it)
In digital fairs and other online events, our expert Hans sees a similar model emerging in the future. Essentially “Blended Events”:
At trade fairs, the combination of in-person and online events could provide many advantages – for providers AND visitors! / Source: blink.it
In the future, like blended learning, the advantages of both formats could be perfectly combined, according to our trade fair expert Hans:
“In-person 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 some of the in-person presence should be retained.
The presentations are ideally suited for a combination: Interested parties can participate digitally in the presentations. Listening and taking in initial information works seamlessly 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 presence.”
Overview: Advantages of trade fairs and online events in comparison
Advantages of classic 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 visitor commitment through direct engagement | Digital reach different target groups than on site (greater reach) |
Focus on the booth and product presentation | Focus on presentation and informational material |
The idea of "blended events" inspired by 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 also in a mix of both (fair) worlds?
