How often do building product manufacturers talk to architects before a trade fair to understand their expectations and wishes? Probably far too rarely. Yet these very insights could decide whether your stand wins people over or gets overlooked. Our interviews for the trade fair guide show that architects and interior architects have clear expectations and, above all, want relevant content rather than self-promotion.
»I’ve never seen an architect voluntarily stand in front of a screen for 10 minutes to watch a corporate video.«
Lutz HammerRECKLI
Relevant content instead of corporate videos
Lutz Hammer from RECKLI hits a sore point with his statement. Corporate videos are often used for self-promotion at trade fairs and on the web, but with questionable success. The clips, which usually run for several minutes, rarely come across as inspiring or informative and more like self-praise on a loop. And that is exactly what trade fair visitors don’t want. At a loud, busy trade fair, direct contact and trying out products take centre stage instead.
Which topics are really interesting?
Sustainability and ecological building materials (80.3%), followed by design and architecture trends (73.7%) and building products and materials (73.3%), are the most common interests of the respondents. The low relevance of topics such as BIM (28.9%) or smart building (11.8%) suggests that, for many, this content is not »tangible« enough at trade fairs or simply too technical for architects with a classic training.
The interviews confirm the impression from the survey: Timm Helbach from mamuth describes the ideal trade fair as a mix of in-depth and easily accessible topics, ideally ones you can experience interactively and with your hands. After all, that is exactly why almost all trade fair visitors are there: to touch products, try them out and find concrete solutions for their projects in conversation.
The four key expectations
Based on our conversations and the survey, the expectations of architects and interior architects fall into four overarching areas.
1. Product information instead of marketing phrases
Architects don’t come to trade fairs for long corporate videos or overloaded product catalogues. They want to see, touch and assess products. The focus is on gathering inspiration for the material library and taking away concrete updates for their projects.
»When I visit a trade fair, I expect concrete product updates and inspiration for our material library.«
Wiebke AhuesLXSY
2. Making contacts and strengthening relationships
Some respondents see trade fairs as a good opportunity to make new contacts and strengthen existing relationships. They particularly appreciate it when manufacturers approach them proactively but not pushily. Trade fairs such as EXPO Real in Munich or MIPIM in Cannes are also becoming increasingly important for winning their own projects.
3. Picking up knowledge, but curated
Panels, specialist talks and workshops offer great potential at trade fairs, but are only attractive if they are well curated or feature well-known speakers. Content with a clear practical focus or broader industry topics attracts the target group, while superficial input or talks presenting a practice’s own work tend to put people off, because the time could be better used to get to grips with the topics themselves in the same time.
»A varied supporting programme at trade fairs is exciting. However, talks with little informational content don’t suit the fast pace of the format. In 45 minutes, I can gather specific information at the trade fair instead of following a less dense talk.«
Sebastian SchusterSCHMIDTPLOECKER
4. An atmosphere without sales pressure
Many respondents value trade fairs above all because they offer room for encounters and relaxed conversations. If the focus is too strongly on pure sales and marketing talk, the mood noticeably suffers. Planners prefer to talk to property developers and product engineers who respond to their questions with sound expertise, and less to salespeople who are aiming for quick deals.
Changing expectations
According to the survey, the respondents’ needs have changed noticeably. We can identify five key developments:
Fewer, but more deliberately chosen trade fair visits
Regional and curated formats such as the polis Convention or the Heinze Klimafestival score with focus and experience.
QR codes and digital tools complement print
QR codes and virtual presentations complement physical experiences. Digital tools make it easier to find your way around before the trade fair and increase the value of the visit.
Sustainability is no longer an extra but a requirement
It is not just about sustainable products but also about transparency across the entire stand when it comes to environmental compatibility or recyclability. Greenwashing is identified far more often and categorically rejected.
More dialogue, less product show
Instead of a broad presentation of the entire portfolio, visitors are looking for specific solutions for projects. Interactive formats such as panels or workshops are increasingly more popular than static stands.
After-work events instead of rigid 9-to-5 trade fairs
Formats that fit better into the working day are in demand and becoming more important. Many would like trade fair experiences and events beyond working hours.
A practical tip from hej.build
Use sales conversations to find out what architects want from you and from your stand, and which topics really interest them. This mini market research takes little effort but brings great benefits. And it shows your target group that their expectations and requirements matter to you.
In short:
The expectations architects and interior architects have of trade fairs are clear: they are looking for relevant content, products that inspire and real expert exchange without sales pressure. Products have to be »tangible« and have the potential to end up in the material library. Instead of rigid all-day trade fair formats, after-work events and more flexible formats are becoming more important because they fit better into the working day.
