In cooperation with Messe Frankfurt, students from the EBS University of Business and Law have conducted research into what millennials – and therefore potential future trade fair participants – would like trade fairs to offer in the future.
The study found that trade fairs should develop even more pointedly into events that visitors and exhibitors do not want to miss under any circumstances.
The research also found that, in spite of the increasing ubiquity of digitalisation, technology and social media, millennials still see trade fairs as part of the idea marketing mix.
Wolfgang Marzin, president and chief executive officer of Messe Frankfurt, commented: “It is very encouraging that, in spite of increasing digitalisation, millennials still value personal interaction, thus validating our business model. Messe Frankfurt’s success has always been founded on its ability to listen to the different target groups and to align their needs with the industry sector in question.”
Roughly half of the millennials surveyed revealed that they had inhibitions about approaching people they did not know at trade fairs, which implies a greater need for networking events and networking apps to make sure that valuable connections are being made.