Raj Manek: Digital intervention is not new to the events and exhibitions industry

What is the update on your shows?
The year started off on a high note for us with two successful shows IEE Expo and Media Expo in Mumbai. But, since March, the nation went into lockdown and the events industry has suffered a big blow with restrictions on large gatherings and face-to-face interactions. Initially, the uncertainty on the future of events put the industry in turmoil, but this situation also brought in new business perspectives and a re-evaluation of our goals.

I am now quite excited, intrigued and optimistic of what’s next to come. Excited because of the recent developments in India on re-opening b2b exhibitions with new SOPs, which is a positive first step, and highly encouraging news for the Indian exhibition industry and business fraternity. It certainly gives the industry a direction to plan and move ahead. But as we move ahead, I am getting more and more intrigued by the technologies that are now potentially taking the role of the ‘new normal’ in the exhibition industry.

2020 has largely been about keeping the industry connected in these uncertain times and ensuring business continues – for this, we have been exploring a combination of live virtual events and webinars, creating engaging content and bringing the industry together virtually through solution-oriented panel-discussions, sourcing meetings and knowledge forums.

A first for Messe Frankfurt India was the virtual edition of ISH India powered by IPA this year and we also launched a new property – MedTech Innovation Forum, with plans to convert the latter into a large format Confex in 2021. Our event schedule for next year is set to bring in stakeholders of various sectors face-to-face with Media Expo Mumbai being the first event in the 2021 calendar. We are now exploring a hybrid model for Gartex Texprocess India and Screen Print India – which will be co-located next year.

One thing that you wish you could’ve done to keep the industry up and running...
With the world economy being locked down at some stage during the last nine months, the situation we are facing today is unlike any other business crisis one could have predicted, and therefore for once, I think as a business or even as a group in this scenario, there was nothing we could have planned in hindsight to keep the industry running.

What we did manage to do though very quickly though – is identify and develop digital platforms through which we were able to connect with every industry sector that we are associated with and work with them through high-level content driven webinars and create a roadmap to recovery after the pandemic.

Looking ahead, there will be a sizeable shift in terms of sourcing, which will become more localised now, creating the need to build more domestic and inward focused production capacities.

A typical SOP to be followed at exhibition centres...
Messe Frankfurt India has been strongly working towards creating a secure B2B environment with implementation of new protocols and also on-site preparedness plan for enhanced measures on health, hygiene and physical distancing – which are based on the SOPs issued by the government as well as best practices from the group’s global standpoint.

• A range of physical distancing measures have been planned, which include pre-registration of visitors with limited and planned entry per day, widening aisles and seating arrangements to allow adequate distancing, fixed exhibitor badges to avoid overcrowding at assigned booths, digital self-registration kiosks at the entrance for VIP buyers are among some of the measures taken.
• We are also working on a framework that outlines a new set of hygiene measures that will be incorporated at the venues to ensure the exhibition halls are suitably sanitised prior to the set-up days and during show days, installation of hands-free sanitisers at strategic locations on the show floor, along with enhanced cleaning and sanitisations of all public areas and restrooms.
• Under health measures, we aim to cover precautionary and preventative measures pertaining to exhibitors, attendees, staff, stand construction workers. While the government’s track and trace app will be made mandatory for all people visiting, working or present at the venue, meticulous temperature checks will be conducted to screen all participants entering the hall on set up as well as show days. Visitors to our events will be required to wear masks at all times and other personal protective equipment (PPE) in line with local government and health authority guidelines.
• Isolation chambers for suspected visitors and tie ups with nearby hospitals for thermal check-up and immediate medical assistance are being planned to ensure prompt response to any plausible risks.

Both the exhibition and printing industries thrive on touch-and-feel process and face-to-face networking – so it is important to be cautious and take all necessary measures. However, with the enhanced and contactless exhibition experience and added safety measures, we are sure that we will regain the confidence of our exhibitors and visitors alike.

Describe what future exhibitions will look like...
Apart from advanced health and safety measures, digitalisation and sustainability will play a crucial role in the way exhibitions will be conducted. Digital intervention is not new to the events and exhibitions industry, but what we will see next will be an enhanced technology integration in everyday exhibition processes. Online registrations, digital on-site registration process, and cashless transactions will be the new normal for the exhibition industry. Exhibition apps that will help set-up and schedule visits and meetings in advance, digital scanning and exchange of data, which can replace visiting cards, brochures, catalogues, reference material at exhibitions will become more prominent over time.

Hybrid is another trend that many organisers will opt for as it is will allow exhibitors and visitors to take full advantage of both physical interactions and virtual networking opportunities in the current situation.

Online meetings and virtual expos: are we looking at the future of exhibitions?
The fact is you can never replace face-to-face interactions and the trust you build during these interactions – which I think is the foundation of long-term business partnerships. However, the continuing travel restrictions and Covid-19 norms such as social distancing will undoubtedly change the dynamics of physical events, at least in the short term where hybrid model will be a significant way to maximise reach.

The pandemic has taught us to blend technology with our traditional model to develop something more engaging and advanced for the present and future generation of traders. Virtual tools can be a great way to measure impact, audience retention and engagement levels – all of which can be used for event optimisation in the long run. So, we don’t see it as a replacement, rather an enhancement that can complement the existing trade show experience.

Will digital platforms capitalise on virtual meetings?
The start of live sports, especially football is my personal favourite. But the live sport option has always been available, and as an avid football and sports fan, the one thing that I miss the most at the moment is the energy at the game. The in-stadium fan experience is absolutely thrilling and watching football live without the excited stream of spectators is not the same experience, which is exactly the same for any event or exhibition – the virtual exhibition can never replace the feeling of in-person connections made during the event, the touch-and-feel of products and the face-to-face interaction with company representatives who may turn out to be long-term associates. It is the same when I watch a match on TV compared to watching it live at the stadium – you just can’t beat the live experience.

But there is no denying that virtual meetings have transformed our day to day business lives – and the scale and speed at which they have been accepted has been unprecedented. In the pursuit to stay connected, almost every industry and sector professional is now depending on apps such as Zoom, Google Meet, Skype, Webex – which can even be used in the long run, and I believe this will certainly create a new channel that can complement the live or physical event.

Has digital intervention trumped in-person meetings?
With technology changing the way we interact, I see a high-level of positive energy among both our teams in Mumbai and Delhi to stay connected, adapt and continuously learn about the tools that will work best for different industry sectors. Digital intervention can be a major asset if used to its potential. However, it has to be balanced with in-person meetings, be it within organisations or with clients, business partners and industry associates.

I am based out of London so when I am not in India most of my team meetings were anyway scheduled via Skype and so as an organisation my team has been very much used to the virtual connection for many years now. However, despite the availability of technology as an option, I have always been in India every month for the last 10 years, because face-to-face meetings, the in-person interaction and guidance, and the energy and motivation your team needs can never come through without your personal presence.

In addition, of course, I have many business meetings which can only be effective in person, as well as attending exhibitions to meet our business associates, the media and key clients as I have always believed it is important to maintain a ‘personal touch’ even in a professional interaction. 

Hypothetical question: How will the exhibitions look like if there’s no vaccine for Covid-19 at all?
Even though this is a hypothetical question, I’d like to be positive and trust that the governments and global medical research and development teams will introduce a vaccine soon. However, in case the situation does arise, the global community will adapt to the ‘new normal’ ways of living, working and enjoying recreational activities. The exhibition industry will also gear up and will implement strategies to organise B2B events in an organised, controlled and secure manner.

Ensuring a contactless experience – through online registrations, digital on-site entry processes, cashless transactions, pre-planned and scheduled visits, digital exchange of data will then become the new mandatory. As trade fair organisers, we are continuously working on reinventing our strategies to support growth across industries – so this will be a challenge, but not one that we cannot overcome, and we will continue to find effective ways to keep buyers and sellers connected for business. 

One message to your friends in the exhibition industry...
I think, in the current situation, if there is one thing that stands true for every business sector – it is to be assertive and adaptable. Focus on your strengths and areas of expertise and continue to build on it – but be open to adopting new business models and technologies available in the market. For the exhibition sector, regaining the trust of your partners, exhibitors and visitors is crucial. And lastly, the industry and its related associations must come together as one strong alliance to win over these critical times.

Will our next meeting be virtual or face-to-face?
Be it virtual or face-to-face, it will not stop us from staying connected with our friends from the media. However, we are optimistic about the coming year and our 2021 calendar begins with Media Expo Mumbai as the first B2B exhibition followed by Gartex Texprocess India and Screen Print India in the same month, so I hope to meet the entire team of PrintWeek face-to-face and continue our discussion at the fairs.