After many months without trade shows and live contacts, the HAPTICA® live is taking place at the World Conference Center Bonn (WCCB) on September 23, 2021. Project Manager, Till Barth, about the second “Experience of Haptic Advertising” under Corona conditions, the longing for analogue communications and ingredients for a successful re-start.
2021 is once again hallmarked by Corona and for exhibition organisers, exhibitors and visitors the situation that characterised the first six months of 2020 is repeating itself: Events had to be postponed and cancelled due to the pandemic. The HAPTICA® live is once again being staged in September instead of in March. What have your experiences been in the first months of the second Corona year?
Till Barth: It is a great challenge for all trade show organisers having to reschedule their events, especially in the current pandemic situation, which makes mid and long-term planning extremely difficult and above all since many of these events are being postponed to the third quarter, when countless trade shows already take place as it is. We are very pleased that we have come to joint solutions here with other organisers and have scheduled our trade shows so that as far as possible we are not treading on each other’s toes. These are quite simply challenging times, in which one especially appreciates a fair and partner-like exchange. We are now looking forward to finally being able to stage the HAPTICA® live on September 23, 2021.
Why is WA Media holding the “Experience of Haptic Advertising” at all in a year like 2021?
Till Barth: Because we are convinced that there is a great demand for the event – both on the part of our visitors as well as in terms of the exhibitors. No trade shows or events have been permitted for months, which has led to a real “lack in innovation and inspiration” among many of the marketeers. The promotional products trade also had to do without the established events so far this year. Trade fairs are among the most important sales and marketing platforms for our industry. It would thus be virtually negligent to first wait until we have steered into calmer waters. The Corona crisis has had a huge impact on the industry, so it is indispensable to mobilise all possible resources once trade shows and events are allowed to take place again.
Many promoting companies are suffering from the effects of the Corona crisis – one only has to think about the tourist or event industries or the gastronomy sector. In many cases the marketing budgets have been cut or restructured. Which arguments currently speak in favour of haptic advertising?
Till Barth: The advantages that haptic advertising provides compared to classic media – such as its high recall rates and popularity, wide reach, high contact and usage rates – are not only resistant to crises, they also have a heavier weighting in times of low budgets. Many occasions for which promotional products are normally implemented have fallen away in the course of the pandemic and the related contact restrictions, however at the same time, the coronavirus has brought about new tasks – for example all of a sudden it was about keeping in contact with target groups, where the traditional touchpoints were no longer intact or showing employees appreciation in the course of the reorganisation of the everyday work routine. On top of this, many awareness campaigns revolving around the pandemic were launched. As a result, there has been a shift and changes in the demand – moving away from typical promotion items and give-aways in the direction of office and living accessories or also outdoor and sports products. Furthermore, a new product segment has arisen in the form of protection and hygiene articles and the industry reacted to this new demand at record speed and has long since been offering the fitting solutions.
However, companies looking for promotional products to accompany their marketing measures don’t have to attend an exhibition.
Till Barth
Till Barth: Of course not. One can easily order products, compare prices and suppliers online. But how does one filter out the appropriate products from the wealth of offers, how does one keep informed about the trends and novelties, where does one gain inspiration for creative and targeted campaigns? It is difficult and time-consuming to acquire all of this knowledge purely by searching the web. The HAPTICA® live covers the entire diversity of haptic advertising in one day – a multifaceted selection of high-quality exhibitors flanked by numerous examples of best practice and application, food for thought and insights into the strategy of renowned companies. These are the qualities we have been impressing the marketing decision-makers, agencies, buyers and all other professionals, who occupy themselves with haptic advertising, with for eight years. From the good feedback received by the visitors – from agencies to medium-sized companies; non-profit making organisations or authorities through to corporate groups – we know that it is precisely this combination between infotainment and diversity that they gladly dedicate a day’s time to every year. In addition to this after months without face-to-face contacts, but in return a downright “overkill” of Zoom meetings, webinars and other digital communication measures, people are longing for analogue communications and real-life experiences also and particular in the work environment. This already became clear in 2020 when trade shows were allowed to be staged again for the short period of time of just under three months.
WA Media also staged its first HAPTICA® live under “Corona conditions” in September 2020. What is your resumé?
Till Barth: The “Experience of Haptic Advertising” was equally safe and eventful also under the special circumstances. The joy of both the visitors and exhibitors at being able to go about their business again in time for the start of the especially important 2020 pre-Christmas period was tangible. After the pandemic returned in full force at the end of 2020, re-starting business will be even more important in 2021.
There is currently a ban on events and the pandemic definitely won’t have gone away by September. How are you dealing with this uncertainty?
Till Barth: We expect the situation to relax after the summer. We have already gained experience in staging a “Corona-safe” HAPTICA® live and as was the case in 2020 already, a comprehensive hygiene and safety concept will be implemented on September 23, which we will coordinate in advance together with the authorities and the WCCB. We are not taking a totally laid-back approach to the HAPTICA® live ’21 – that would be slightly unbelievable in the face of such unpredictable times. We are however full of sweet anticipation. We are looking forward to real-life encounters, good discussions, exciting contents, new impulses and wow experiences. All of which will be available en masse in Bonn on September 23.
// Dr. Mischa Delbrouck spoke with Till Barth.
