First-hand communication: The invaluable importance of trade fairs for PR
Public Relations
Posted 02 May 2024
Even though companies are increasingly relying on digital communication channels such as social media and the like, trade fairs still offer access to valuable forms of communication that are often neglected in the digital era. This blog post uses the recent Hannover Messe to highlight the numerous opportunities that trade fairs offer from a public relations perspective and discusses the many advantages and added value they offer companies.
Hannover Messe, the world’s most important industrial trade fair, took place from April 22 to 26, 2024 and offered companies from the mechanical engineering, electrical, and digital industries, as well as the energy sector, the opportunity to come into direct contact with interested parties and potential customers. More than 4,000 companies came together to show how climate neutrality can be achieved through electrification, digitalization, and automation. The example of the Hannover Messe shows once again that this type of communication with customers and other stakeholders not only strengthens personal relationships, but also serves as a fundamental PR tool.
Although digitalization has created new communication channels in recent years and thus revolutionized the business world in the long term, personal contact remains irreplaceable even today. Trade fairs offer companies the unique opportunity to approach their target group directly and personally and to interact with them. A major advantage of this interaction is that personal contact with customers generates trust and strengthens the relationship between the customer and the company. In addition, messages can be communicated effectively and authentically in personal conversations. The Hannover Messe, as an example, thus promotes personal contact between companies and their customers.
Sebastian Wuttke, Account Director at HBI, adds: “This effect is also known from face-to-face meetings and digital video conferences: attention, focus, and goal-oriented discourse are more likely to arise when you can exchange ideas face-to-face. Being together in one place acts as a catalyst for human communication and having the opportunity to experience products and technologies up close is the real trade fair experience. This cannot be replaced by a telephone call or a video conference.”
Another major advantage of press events and trade fairs is that companies can present their new products or services to target groups live. In contrast to online presentations, this opportunity offers valuable added value: potential customers and partners can experience the quality and functionality of the products and services presented firsthand. For PR work, this is an excellent opportunity to draw the attention of leading media to innovative or improved products and thus arouse and increase additional interest, especially for new products.
Clarissa Kahl, Account Executive, was there for the first time and can only confirm this advantage: “Seeing live on site how products work that you previously only knew from press releases and technical articles makes a big difference. Technologies and products are difficult to grasp, especially in the sometimes very broad IT and automation sector. In order to recognise their actual added value, you have to familiarise yourself with the subject matter in depth and trade fairs help with this – especially when the products are demonstrated live, and the theory becomes a hands-on experience – and can therefore simply increase the interest of potential customers.”
Trade fairs are also real hotspots for networking when it comes to customer relationships and collaborations. Industry experts, influencers, media representatives, and potential customers can often be found at trade fairs. Trade fairs also typically attract journalists, bloggers, and industry analysts. On the one hand, this offers PR experts a platform to make valuable contacts, initiate collaborations, or increase the company’s media presence. On the other hand, networking events and activities open additional opportunities to expand the company’s reach. In addition, the event atmosphere typically provides the framework for more exciting and visually appealing content than the daily press work and gives PR experts a valuable insight into the current focal points of interest of journalists and the media landscape.
Sebastian Wuttke sums this up as follows: “Where else but in the environment of an international trade fair that is known far beyond Germany’s borders could you find the opportunity to seek an exchange with a wide variety of experts? When a well-known trade fair calls, those who have the most points of contact with the subject also answer the call — and it is precisely for this reason that trade fairs are simply irreplaceable for exchange, networking, and, of course, for communication and press work.
Especially for companies that have only recently positioned themselves on the market, participating in a trade fair can help them gain recognition and position themselves as an important player within the industry. With professional exhibition stands, high-quality presentations, well-thought-out marketing materials, and, above all, live demos of new products, companies can effectively communicate their brand values and stand out from the competition.
Trade fairs remain a powerful PR tool that companies should use to expand their reach, showcase their products, and build valuable business relationships. At a time when digital channels are inundated, trade fairs offer a platform for direct and meaningful communication. With a well-thought-out trade fair strategy, companies can increase their visibility, get their message across, and ultimately increase their market success.
Junior Account Manager at HBI Communication Helga Bailey GmbH
Since 2022, Michelle Benesch has been part of the HBI team, supporting clients in both B2C and B2B sectors, particularly focusing on automation, logistics, healthcare, and IT. She assists companies with traditional PR activities, social media management, as well as the conceptualization and implementation of marketing campaigns.
