imm cologne recently announced new digital options for it’s industry event, being held January 18th, 2021. To increase the event’s reach further, the trade fair organizers in Cologne are working to extend it into the digital sphere with the new imm cologne @home platform.
Digital Formats Will Ensure Maximum Reach
The key challenge facing the team led by Matthias Pollmann and Claire Steinbrück is reaching those visitors who are unable to or do not want to travel to Cologne due to the pandemic. “By extending the trade fair into the digital sphere, we have the best opportunities to increase our reach. Digital reach will be used as a new success criterion for all our trade fairs going forward. It will no longer simply be about the numbers of exhibitors and visitors and where our visitors come from – we want to be measured in terms of our digital reach as well,” says Matthias Pollmann, as he explains the future strategy for imm cologne. “Our goal is to show how many contacts our exhibitors can generate globally in addition to the purely physical visitors,” adds Claire Steinbrück. “gamescom was something like our future lab for reaching consumers, and DMEXCO, which will be hosted this month, will be our blueprint for trade events. Based on our experiences with these two trade fairs, we will draw up a tailored digital strategy for imm cologne by the end of October,” says the trade fair management team, sketching out imm cologne’s evolution into a hybrid format.
Ready for Launch: imm Cologne @home is in Beta
With the launch of the new imm cologne @home platform, the Interior Business Event is doing more than simply expanding business opportunities for its exhibitors. It will also reach a broad spectrum of visitors, creating a diverse range of further possibilities for interaction. The platform will be a forum for virtual exchanges between industry peers, for networking with relevant contacts and elevating business to the next level. In addition to a variety of live-streamed digital stages – including the highly respected talks forum The Stage – there will be open and thematically curated video chats in the virtual cafe, and online trade fair visitors will be able to experience exclusive new launches by imm cologne exhibitors in private showrooms.
Exhibitors to Benefit Directly from Additional Contacts and Broader Reach
Unlike standard webinar and video conferencing systems, imm cologne @home will offer exhibitors more than just the option to stream content – they will also be able to start one-to-one conversations with customers directly. imm cologne @home will offer real networking opportunities, direct dialogues and real-time solutions – a decisive advantage for any exhibitor.
“By the end of October, we will decide which tools we will take from the large toolbox for DMEXCO and use for imm cologne. What our exhibitors think will play an important role in this. Everything that supports their business is crucial,” says Pollmann. He adds an appeal to the industry: “The path into a hybrid future is one that we cannot and do not want to take alone. In order to reach virtual visitors, it is vitally important that our exhibitors also produce digital content to accompany the content that we can generate as imm cologne. The same rule applies here as it does with a physical trade fair: We provide the platform and activate the visitors. But the products, the innovations, the stories – this is content that has to come from the exhibitors themselves.”
About Koelnmesse: Koelnmesse is the world’s top trade fair organiser for the areas of furnishing, living and lifestyle. At the trade fair hub of Cologne, the leading international fair imm cologne as well as the trade fair formats of LivingKitchen, ORGATEC, spoga+gafa, interzum and Kind + Jugend rank among the internationally renowned and established industry meeting places. These fairs comprehensively represent the upholstered and case furniture segment, the kitchen industry, the office furniture sector and outdoor living as well as the innovations of the furniture supply industry. Over the last few years, Koelnmesse has specifically added international fairs in the most important fast-expanding markets to its portfolio. These include idd Shanghai, interzum bogotá in Bogotá, interzum guangzhou in Guangzhou and Pueri Expo in Sao Paulo. With ambista, the online portal for the interiors business, Koelnmesse offers direct access to products, contacts, expertise and events relevant to the industry all year round.
For more information, visit www.global-competence.net/interiors. For more information about ambista, visit www.ambista.com.
The next events:
Digital Interior Day, Cologne 2020
LivingKitchen® – The international Kitchen Show (open to the public on Friday, Saturday and Sunday), Cologne 18.01. – 24.01.2021
imm cologne – THE INTERIOR BUSINESS EVENT (open to the public on Friday, Saturday and Sunday), Cologne 18.01. – 24.01.2021