“There is no alternative to taking action”

Interview with Brit München and Michael Scherer, HAPTICA® live

Mr. Scherer, the HAPTICA® live ’20, which was originally planned for March 18, has also been affected by the COVID-19 pandemic. After you had initially postponed the “Experience of Haptic Advertising” to June 18, you were then forced to postpone the event a second time. Could you explain why?

Michael Scherer: As soon as it became clear that the HAPTICA® live wouldn’t be able to take place on the original venue date in March, we immediately set about finding an alternative date. We were all only able to make short term plans, but we wanted to offer our exhibitors and visitors, who had planned to participate in our show, a perspective as soon as possible. On April 15, the State Premiers and the Federal Chancellor announced that large events were completely banned in Germany until August 31, 2020. In line with the relaxation of the regulations that came into force on May 30, trade shows and congresses are allowed again if certain provisions are adhered to, however no specifications were stated with regards to the size and type of the permitted events. As such, there was absolutely no planning certainty for the exhibitors, visitors or us as the organisers, which would have made it impossible to conduct the HAPTICA ® live on June 18 successfully. We organisers are currently all observing how laborious it is to put a “Corona-compatible” trade show together.

The HAPTICA® live is now scheduled to take place on September 8. Why did you opt for this venue date?

Brit München: First of all, the venue date lies favourably after the summer holidays in large parts of Germany and within the classic trade fair season at the start of the second half of the year. Particularly this year, the traditional Christmas business will be especially significant, because it offers the chance to catch up for what was missed in the six months after the start of the Corona outbreak in Germany. Staging the event later than in September wouldn’t have made much sense for the exhibitors. The risk of a second wave of infection, that is feared from the autumn onwards, is an equally important factor. So, we didn’t have a lot of leeway in terms of scheduling a new date and were additionally dependent on the options that the WCCB – the event venue of the HAPTICA® live – had to offer. Since the WCCB is a very popular location, we were lucky to find a free date in that month at all and this was only due to the short-term cancellation of the Bonn Beethoven Festival that was originally planned for September 8.

As such, the venue date falls in a period when many industry events are traditionally staged and now other trade shows have additionally also been postponed until the early autumn. Aren’t you and the other organisers putting too much pressure on the industry?

Michael Scherer: It is the Corona crisis that is putting us all under so much pressure and demanding the highest degree of flexibility from every company. We all wish the situation was different, but we have to face the current challenges. After the enforced standstill, companies at least have the opportunity to compensate for the losses in turnover by participating at a trade show. Each of the trade shows that is taking place in September is practical and justified. There are of course some logistic bottlenecks, which are unfortunately unavoidable, but there is no regional competitive pressure. We are not working against each other, but are indeed pursuing a common goal: We are supporting the industry in its attempt to take off again.

The economic situation is also poor within the promotional products industry, saving costs is the order of the day. That is why among other things trade fairs and the related budgets are under scrutiny. Why can it nevertheless still be worthwhile investing in a trade show participation this year?

Michael Scherer: Of course, during the current crisis all of the expenses are examined very closely. The aspect that there is a chance of making a profit is decisive when considering whether to make an investment or not – and the chances are high in the case of trade shows. It is not just the promotional products players, who are affected by losses in turnover and budget cuts, but also their customers. Persuasive efforts on location are needed more than ever. Both suppliers and distributors have reported how difficult it was over the past months to reach the customers. Many promotional products players have also introduced short-time work; the external sales forces are, if at all, only working to a limited extent. A trade fair that brings all of the players together, offers the concentrated opportunity to establish a multitude of contacts to both trade partners and the users. The benefit of such synergies is high. Not a single company within the promotional products sector can afford to dispense with communications and marketing. Each individual company has to groom and develop its customer contacts. But the industry overall needs to present itself prominently as well. Over the past months one often talked about the necessity to remain visible during the crisis. Trade shows are a visibility offensive – for the industry as a whole as well as for the individual companies.

Around two thirds of the visitors of the HAPTICA ® live are promotional products users. Why do you believe this target group should visit a promotional products trade fair at present? After all, many sectors are recording economic losses at the moment, on top of that there are the travel restrictions, which are especially affecting big groups.

Michael Scherer: There are a lot of companies based in the Cologne/Bonn area, which are not hindered from visiting the HAPTICA® live by travel restrictions. In the case of the losses in turnover, the end users have the same problem as the promotional products companies. Even if the compulsion to make savings is very tangible within all industries, everyone knows: Companies that are too conservative in terms of canvassing for customers during the crisis, leave the field wide open to others. Grooming customers and contacts is more important than ever. Big companies also invested in advertising at the peak of the crisis, because they not only wanted to make sure the contact to their customers didn’t break off, but indeed strove to intensify this contact. The many campaigns focusing on the theme Corona, which firms from the food chain to furniture stores, through to communication service providers launched in the phase of the huge restrictions, underline this. After personal encounters with the customers became almost impossible and hardly any new customers could be won over, the marketing decision-makers are now faced with the task of booting the industry back up again. Amid this situation, nobody can afford to do without marketing measures, but the demands in their efficiency have certainly increased. Haptic advertising can even profit from this – if one can point out its potential to the end users in a convincing manner.

Which advantages does haptic advertising have in times of Corona?

Brit München: Precisely now, haptic advertising can fully exploit its strengths in comparison to other advertising media. For example, social distancing and working from the home office have further reinforced the value of personal contacts. An individual address is always more emotional than advertising that addresses the general public and not anyone personally. In times when many people have missed the proximity to others for a long time or who are still missing it, the individual address achieved by means of a haptic advertising message is especially powerful. Personal attention has an even higher standing. As a result of the major restrictions to the field work, it is more important than ever for companies to remain in contact with their business partners or establish new contacts. Haptic advertising can not only overcome short distances and create new touchpoints. It is also more sustainable, because it offers a longer-lasting presence – and in many cases to a much more favourable TCP than other media. The focus of the HAPTICA® live lies on the presentation of these manifold opportunities.

How is such a presentation possible under the present circumstances? An outstanding feature of the HAPTICA® live is its “experience world” character, which – as the name “HAPTICA” already implies – offers tangible advertising. Many of the interactive elements of the event are however hardly realisable due to the Corona measures. How are you going to stage a world of experience in 2020?

Brit München: Indeed, we are having to dispense with many cherished details this year – for example there will be no shaking hands or hugs at the award ceremony of the Promotional Gift Award, we paid tribute to the award-winners in a different way this year. But in the course of the planning of the “new” HAPTICA® live we are noticing that many of the programme items will remain unchanged: For instance, the award-winning products will be presented in a special exhibition as usual. We can also stage the Best Practice Show, which showcases international campaigns in which haptic advertising plays a role – in a safe way and indeed even enhanced by current case studies on the theme of Corona. The lecture programme, in the scope of which representatives from famous companies grant insights into the promotional products strategies, will also be able to take place. And, as always, the exhibitors from all product sections will play a main role, who – albeit while keeping the required distance – will convince the visitors with their know-how and creativity.

Some people are of the opinion that a trade show where wearing masks is compulsory doesn’t bring a great deal and that one should rather wait until the epidemic is over. What arguments do you have to contradict this view?

Michael Scherer: We don’t know when a vaccination or highly-effective medicine is going to be available. I don’t think waiting for better times is a practical strategy for mastering the crisis. There is no alternative to taking action, even if the circumstances are difficult. At present we are right at the start of the easing of the measures and a lot of things are still unusual for us, but we will get used to them in time. One often experiences such a normalisation process: Something that is initially perceived to be a hurdle, is then integrated into everyday life faster than one had originally imagined because of the routine usage. If wearing masks is still obligatory in September, which I presume will be the case, we will have learned by then to accept it, whether we like it or not.

Brit München: In the course of the relaxation of the regulations that are taking place throughout Europe, we are already observing now how a new normality is emerging. The people are on the one hand breathing a sigh of relief and are enjoying the possible liberties again, on the other hand most people also accept all the other measures that are still necessary – masks, distance and hygiene rules, the provision of contact data when visiting restaurants, etc. The days of panic buying are over, one has returned to the day-to-day business, people are going on holiday again and are engaging in social life. It is to be expected that such a process of getting used to things will also apply for the trade shows, events and congresses, which are allowed to be staged again in the Federal State of North Rhine-Westphalia, where our show is located, since the end of May.

Some people are opposed to trade shows for reasons of health. Is this not having a negative impact?

Michael Scherer: The health of our employees, exhibitors and visitors is unconditionally the top priority. The health authorities reacted very fast and very resolutely with a view to Corona and I believe we can rely on the fact that they will continue to keep a close eye on the dangerous situation and react appropriately. It is a matter of course that we will strictly adhere to all of the official requirements in everyone’s interest. We take the fear of becoming infected very seriously and that is why the venue date in September was so important to us. As far as one can judge so far, warm weather seems to significantly hinder the virus from spreading, because people spend much more time in the open air. So, I consider this to be a good reason to hope that the infection rate will drop further and that a more relaxed mood will prevail among the population at the beginning of September, which will in turn also have a favourable impact on the number of visitors to the event.

Which specific hygiene and protective measures will you have to implement?

Brit München: We’ve worked out an extensive hygiene and safety concept together with the WCCB, which has been approved by the local authorities. It begins at the entrance with five separate entrances, a contactless scan and trade fair bags, in which branded masks and hand cleaning gel are available for every visitor – because masks must now be worn everywhere except at the seat. Separate entrances and exits, extra-wide aisles, a one-way street-like visitor guidance and – if required – safety distance or partitions between individual exhibition stands will ensure the necessary distance within the halls. The lecture programme and catering can also be enjoyed without hesitation thanks to new planning, carpets in the corridors are dispensed with for the purpose of better ventilation by floor fans, all doors will be left open. Last but not least, all exhibitors are required to prepare catalogues and samples so that they do not have to be passed from hand-to-hand. Disinfectants and corresponding dispensers will be available in sufficient quantities, sanitary facilities, tables and other surfaces will be cleaned and disinfected several times a day. So far only a few key points of the security concept – all exhibitors and visitors have been informed in detail. Of great importance: We are a B2B event and as such are not only able to calculate how many visitors can be expected much more accurately, we can also precisely guide and document the flow of visitors and the required visitor data. Hence, we can fulfil the requirements at all times and offer a safe event, while at the same time staging an attractive and informative HAPTICA® live.

Wouldn’t a digital show have been a feasible first step initially, prior to staging a live event at a later point in time?

Brit München: None of the currently much-discussed digital trade show concepts can replace live formats – at least not in our industry. We also believe that after the long lean period that lies behinds us, there is “hunger” for real experiences and for a face-to-face exchange again. For many visitors, promotional products shows are about gaining inspiration. This entails individual product presentations, a spontaneous exchange of ideas and the embedding in an holistic concept. The mere possibility of clicking on something cannot fulfil this. Sat in front of the PC one often quickly becomes impatient or distracted. When visiting a trade fair, the readiness to get to know the manifold possibilities of haptic advertising is much greater. This is why we have developed a show concept from the very beginning that offers a wide spectrum of products and which is enhanced and rounded off by a corresponding supporting programme. And this is why we also place high value on a location that underlines this special atmosphere. In the scope of the HAPTICA® live, we offer our visitors the chance to discover the world of haptic advertising – a digital show can’t compete here.