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Aussteller haben die Wahl</h1> <p class="subtitle"> Digital trifft auf analog: Es entstehen hybride Messen mit pers枚nlichen Begegnungen und globalen Reichweiten. </p> </div> <div class="page-content fixed"> <section> <div class="text"> <div class="short-text"> <p>Hybride Messen erm枚glichen mit analogen und digitalen Angeboten neue Wege der Kundenansprache. Wie stellen Unternehmen in Zukunft auf Messen aus?</p> </div> </div> </section> <section id="707272" data-anchor="707272">  <h2 class="page-title">Hybride Messekonzepte</h2><div class="text"> <p>Hybride Messen kombinieren <strong>Bausteine klassischer Messen mit virtuellen R盲umen</strong>. Der Mix erm枚glicht den Messestand vor Ort und bietet digitale Reichweiten. Messeveranstalter und Aussteller setzen langfristig auf die pers枚nliche Begegnung bei Branchenevents und das Netzwerken in der Messeatmosph盲re. In vielen Branchen ist es wichtig, dass Messebesucher die Produkte anfassen und Technologien real erfahren. Das Plus der digitalen Messekommunikation erm枚glicht es Interessenten zu erreichen, die nicht reisen. Das hilft die Kundenansprache in der Coroana-Pandemie fortzuf眉hren. Die hybride Messe wird auch unter den Aspekten Klimaschutz und digitaler Wandel ein zukunftsweisendes Konzept sein. </p><p>Hybride Messen bieten die Wahl: Unternehmen k枚nnen entscheiden, welche Option der Messeteilnahme sie in welchem Umfang nutzen. Die Messeveranstalter halten Leistungspakete bereit, mit denen Aussteller ihre Messekommunikation gezielt steuern k枚nnen. </p> </div><div class="align-right"> <button type="button" title="" class="button button--icon back-to-top"> <span class="button__label" data-type="sr-only"></span> <svg class="icon" role="img" aria-label="" viewBox="0 0 20 13" width="20" height="13" > <polyline class="cls-1" points="2.19 13 9.81 4.99 17.44 13 20 10.37 9.81 0 0 10.37 2.19 13"/> </svg> </button> </div></section><section id="707278" data-anchor="707278">  <h2 class="page-title">Digitale Tools</h2><div class="text"> <p>Die Corona-Pandemie steigert die Nachfrage nach Konzepten und Technologien f眉r Online-Messen als Alternative zu realen Messen. Die digitalen Messe-Bausteine beziehen sich auf:</p><ul class="rte--list"><li>Online-Konferenzen</li><li>Live-Chats</li><li>Live-Streams</li><li>Virtuelle Meetings</li><li>Digitales Matchmaking</li></ul><p>Nicht jede Branche eignet sich f眉r die digitale Vorstellung neuer Produkte und Innovationen. Unternehmen setzen zunehmend Videos f眉r technische Erkl盲rungen und Demonstrationen in der Praxis ein. </p><p>Rein digital konzipierte Messen schaffen digitale Besucherwelten mittels virtuellen Messest盲nden. Den Standdienst 眉bernimmt ein Avatar. Die Branche entwickelt sich dynamisch. Messeveranstalter, Aussteller und Messebesucher k枚nnen mit zahlreichen Entwicklungen f眉r digitale Veranstaltungsformate und virtuelle Interaktionen rechnen. <br/></p> </div><div class="align-right"> <button type="button" title="" class="button button--icon back-to-top"> <span class="button__label" data-type="sr-only"></span> <svg class="icon" role="img" aria-label="" viewBox="0 0 20 13" width="20" height="13" > <polyline class="cls-1" points="2.19 13 9.81 4.99 17.44 13 20 10.37 9.81 0 0 10.37 2.19 13"/> </svg> </button> </div></section><section id="707286" data-anchor="707286">  <h2 class="page-title">Vorteile Online-Messe</h2><div class="text"> <p>+ zeitliche Ausdehnung der Messekommunikation<br/>+ neue Potenziale digitaler Reichweiten<br/>+ Erschlie脽ung neuer Zielgruppen<br/>+ unabh盲ngig von Uhrzeit und Ort<br/>+ Inhalte sind langfristig online abrufbar<br/>+ hohe Effizienz beim Messebesuch<br/>+ gezielte Kundenkommunikation<br/>+ teils verschiedene Digitalpakete buchbar</p> </div><div class="align-right"> <button type="button" title="" class="button button--icon back-to-top"> <span class="button__label" data-type="sr-only"></span> <svg class="icon" role="img" aria-label="" viewBox="0 0 20 13" width="20" height="13" > <polyline class="cls-1" points="2.19 13 9.81 4.99 17.44 13 20 10.37 9.81 0 0 10.37 2.19 13"/> </svg> </button> </div></section><section id="707290" data-anchor="707290">  <h2 class="page-title">Vorteile Pr盲senzmesse</h2><div class="text"> <p>+ Atmosph盲re der Branchentreffs<br/>+ Vielschichtigkeit und Dauer des Messebesuchs<br/>+ Multifunktionalit盲t der Messeauftritte<br/>+ pers枚nlicher Kontakt <br/>+ M枚glichkeit des informellen Netzwerkens<br/>+ Positionierung im internationalen Wettbewerb<br/>+ schneller Vertrauensaufbau<br/>+ Live-Exponate</p> </div><div class="align-right"> <button type="button" title="" class="button button--icon back-to-top"> <span class="button__label" data-type="sr-only"></span> <svg class="icon" role="img" aria-label="" viewBox="0 0 20 13" width="20" height="13" > <polyline class="cls-1" points="2.19 13 9.81 4.99 17.44 13 20 10.37 9.81 0 0 10.37 2.19 13"/> </svg> </button> </div></section><section id="707302" data-anchor="707302">  <h2 class="page-title">Messeziele 4.0</h2><div class="text"> <p>Kleine und mittlere Unternehmen profitieren von hybriden Messen. Sie haben die M枚glichkeit Kundengespr盲che auf dem Messestand zu f眉hren. Gleichzeitig k枚nnen sie virtuelle Messebesucher als potenzielle Gesch盲ftskontakte gewinnen. Die hybride Kommunikation erm枚glicht es, <strong>Kontaktanbahnung und Vertriebsarbeit </strong>nach M盲rkten und Kundenstruktur zu steuern. </p><p>Beide Ausstelleroptionen erfordern eine professionelle Vorbereitung und stellen Messebudgets auf den Pr眉fstand. Physischer Messebau mit Standpersonal, Streaming vom Messestand oder Produktinformation mittels Chat, Video und Programmbeitrag aus dem Office? Unternehmen stehen vor der Aufgabe, Messeziele neu zu definieren und analoge mit digitalen Angeboten optimal zu verzahnen. </p><p>F眉r Unternehmen ist es wichtig, Erfahrungen zu sammeln und jetzt digitales Know-how aufzubauen. Zahlreiche hybride Messen und Branchenevents finden in 2021 statt. Ein Besuch lohnt sich. Alle Informationen zu Messen weltweit bietet der <a class="link-external" target="_blank" title="Neues Fenster zu "https://www.auma.de/de"." href="https://www.auma.de/de" target="_blank" rel="noopener">Ausstellungs- und Messeausschuss der Deutschen Wirtschaft</a> (AUMA). </p> </div><div class="align-right"> <button type="button" title="" class="button button--icon back-to-top"> <span class="button__label" data-type="sr-only"></span> <svg class="icon" role="img" aria-label="" viewBox="0 0 20 13" width="20" height="13" > <polyline class="cls-1" points="2.19 13 9.81 4.99 17.44 13 20 10.37 9.81 0 0 10.37 2.19 13"/> </svg> </button> </div></section><section id="707316" data-anchor="707316">  <h2 class="page-title">Links zum GTAI-Exportguide-Partnernetzwerk</h2><div class="text"> <p>Weitere Links: News und Aktuelles</p><ul class="rte--list"><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://redaktion.hessen-agentur.de/publication/2021/3485_Messetrends_HA_1027.pdf"." href="https://redaktion.hessen-agentur.de/publication/2021/3485_Messetrends_HA_1027.pdf" target="_blank" rel="noopener">Strukturwandel im internationalen Messewesen, Studie des Hessischen Ministeriums f眉r Wirtschaft, Energie, Verkehr und Wohnen</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.auma.de/de/ausstellen/messen-finden/coronavirus-terminaenderungen-von-messen"." href="https://www.auma.de/de/ausstellen/messen-finden/coronavirus-terminaenderungen-von-messen" target="_blank" rel="noopener">Corona-Termin盲nderungen von Messen, AUMA</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.auma.de/de/medien/meldungen/presse-2021-02"." href="https://www.auma.de/de/medien/meldungen/presse-2021-02" target="_blank" rel="noopener">Digitale Events Umfrage: Ersatzfunktion oder Alternative, AUMA</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.auma.de/de/medien/meldungen/presse-2020-34"." href="https://www.auma.de/de/medien/meldungen/presse-2020-34" target="_blank" rel="noopener">Bund unterst眉tzt auch 2021 Export 眉ber Auslandsmessen, AUMA</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.auma.de/de/medien_/publikationen_/Documents/messewirtschaft-2020.-zukunftsszenarien/auma-edition-26.pdf"." href="https://www.auma.de/de/medien_/publikationen_/Documents/messewirtschaft-2020.-zukunftsszenarien/auma-edition-26.pdf" target="_blank" rel="noopener">Messewirtschaft 2020-Zukunftsszenarien, AUMA</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.bitkom.org/Presse/Presseinformation/Die-Messen-und-Events-der-Zukunft-sind-auch-digital"." href="https://www.bitkom.org/Presse/Presseinformation/Die-Messen-und-Events-der-Zukunft-sind-auch-digital" target="_blank" rel="noopener">Hybride und digitale Events-Bedeutung f眉r ITK-Unternehmen, BITKOM</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.kompetenzzentrum-kommunikation.de/blog/die-zukunft-der-messe-anregungen-fuer-messebetreibende-und-aussteller-innen-4809/"." href="https://www.kompetenzzentrum-kommunikation.de/blog/die-zukunft-der-messe-anregungen-fuer-messebetreibende-und-aussteller-innen-4809/" target="_blank" rel="noopener">Die Zukunft der Messe, Mittelstand 4.0 Kompetenzzentrum</a></li><li><a class="link-external" target="_blank" title="Neues Fenster zu "https://www.gtai.de/gtai-de/trade/service/markets-international/markets-international/welt/markets-international-3-21-wartende-hallen-655052"." href="https://www.gtai.de/gtai-de/trade/service/markets-international/markets-international/welt/markets-international-3-21-wartende-hallen-655052" target="_blank" rel="noopener">Markets International Ausgabe 03-2021, Schwerpunkt Wartende Hallen</a></li></ul> </div><div class="align-right"> 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