After a long wait and being postponed twice due to the COVID-19 pandemic, the time had finally come on September 8, 2020: The HAPTICA® live ’20 got underway at the WCCB in Bonn at 8.30 a.m. and provided the promotional products industry with urgently needed impulses for rebooting the business after months of significantly curbed activities.

The desire of the exhibitors and visitors to engage in an exchange with each other live in the course of direct dialogues was thus very noticeable. The organiser, WA Media (among others publishers of the trade magazines eppi magazine, Werbeartikel Nachrichten, HAPTICA®, Promotion Products and as well as the organisers of the Promotional Gift Award) had worked out a hygiene concept together with the respective authorities, which secured the safe conduction of the event for all participants involved. Wide aisles and an overall much more expansive layout – together with a one-way system – not only ensured that large crowds of people were avoided, but also had a positive effect on the overall appearance of the trade show: The light-flooded architecture of the foyer of the World Conference Center Bonn and the stands of the exhibitors thus really came into their own. The catering and the lecture programme were located in separate rooms, the presentation of give-aways and exhibition bags occurred in a contactless manner, furthermore numerous disinfectant dispensers ensured a germ-free, albeit anything but “sterile” event.

The legal obligation to wear a nose and mouth protection was adhered to conscientiously by all participants, donning individual models or those that the organiser had supplied to all of the exhibitors and visitors, many people demonstrated that masks make useful tools for conveying messages. Even if some of the measures are still rather unaccustomed – they make events like the HAPTICA® live possible and were thus also accepted by the pleasantly relaxed participants. Above the rim of the masks many sparkling eyes were soon to be seen: The exhibitors were delighted at being able to engage in direct contact with the customers, the visitors were impressed by the diversity, creativity and high communicative power of haptic advertising – wow effects were conveyed despite the hygiene regulations.

With their products 114 exhibitors (previous year: 198) proactively promoted their marketing discipline. Whether liquorice from Denmark, whether brand-name porcelain from Thuringia or individual notebooks from Italy – the selection of exhibits covered the entire spectrum and left no wishes unanswered regarding budgets or target groups. It was noticeable that many suppliers had expanded their line-ups to include items that served to combat the Corona pandemic – from masks to hygiene sprays, through to door handle coatings and ballpoint pens with an antibacterial surface. Furthermore, the trend towards more sustainability is still very relevant. This trend played a role for nearly all of the exhibitors, some of whom presented very well-thought out, new developments.

The visitors gained extra inspiration on two special zones: The Best Practice Show united in total twelve successful examples of international campaigns that displayed the usual attention to detail: From the Lidl spoon, through to the “Pollutoys” of Sea Shepherd or the Playmobil figures of the German Red Cross. And the exhibition of the 45 winners of the Promotional Gift Award 2020 once again demonstrated the creative power that is present on the haptic advertising market. The well-frequented special zone was perhaps under focus more than ever this time round, because the otherwise obligatory award ceremony at the HAPTICA® live had to be called off this year.

The lecture programme on the other hand was able to take place: Malte Boecker, Artistic Director of the Beethoven House in Bonn, Sebastian Lenninghausen, Product and Innovation Manager at the Gaffel private brewery and Katja Brüderer from the marketing department of the DEL (German Ice Hockey
League) provided insights into their everyday marketing practice. The choice of speakers underlined the fact that from fine culture, to beer culture, through to fan culture there is no area at all that does without the marketing support of promotional products.

Hence, an all-round exciting programme with which the organisers aimed to set a signal, highlighting the effectiveness of haptic advertising and showing presence particularly during these challenging times. 759 visitors (previous year: 1.840) were ultimately present at the event, which was a respectable attendance figure in the light of the difficult framework conditions and ongoing travel bans within certain big companies, a fact that many of the exhibitors confirmed. Around three quarters of the visitors came from end user companies and from advertising agencies, the remaining quarter from the promotional products industry. Like the exhibitors, they all contributed towards firing the starting gun for an as successful as possible autumn and they all demonstrated that interesting and successful trade shows are also possible under Corona conditions. Positive experiences which will boost the sweet anticipation for the coming edition of the HAPTICA® live: The next event is scheduled to take place on March 17, 2021 at the WCCB in Bonn again.

 

 

Visitors Statements

Ergo Group, Heike Scheible
Many events are planned for the coming year, which we intend to implement haptic promotional products for. Which is why we are seeking inspiration and ideas for the practical implementation of promotional products. I am attending the HAPTICA® live for the first time this year and the concept is super. The organisation, also in terms of the hygiene regulations, is simply good. There are indeed also larger trade fairs that one is allowed to visit as an industry customer, but at smaller events the discussions are often better and more intensive.

Kautex Textron, Lars Klitschko
I am visiting the HAPTICA® live for the first time this year. In addition to the large selection of totally different products and the appealing design of the event, I find the lecture programme with interesting and well-known brands particularly good. In spite of the obligation to wear a mask, the mood is very pleasant.

Wilhelm Theis GmbH, Theresa Reinhardt
As a heating, cooling and air conditioning company we are often active on vocational information exchanges. To this end, we are always searching for new, exciting promotional products that we can present to the interested parties as gifts. The HAPTICA® live is our first point of call to find out about novelties. This time we were for instance looking for new bags, face masks as well as cups and quickly found what we were looking for among the wide variety of different exhibitors.

 

 

Exhibitors Statements

Klio-Eterna, Friedrich Weber
We never considered cancelling our stand at the HAPTICA® live. Despite all of the uncertainty and the chaos of the past months it is important to nail one’s colours to the mast and signalise that the business is
taking off again. The industry was hit hard over the past months, but the first discussions this morning showed that the demand for promotional products is increasing again. That is why we are very pleased that the event in Bonn is taking place today and was able to send out a clear signal.

Maxim Ceramics, Katharina Jarczyk
This year’s HAPTICA® live is the second event since the lockdown in the spring for Maxim. It is our first time here and we find the location very nice. The hygiene concept was well orchestrated with disinfectant dispensers and arrows on the floor showing the direction of flow. We were relatively cut off for five months, a lot of trade shows were cancelled or postponed until next year, so we are delighted to be able to get out and see our customers at last again. Of course, we hope that our trade fair presence contributes towards generating new orders. Among others we have taken the opportunity today to present our candles, which we recently included in our line-up and which not all of our customers are familiar with due to the many trade show cancellations.

Makito, Kafiye Aydin
As a Spanish company, for us trade shows in Germany are very important for winning over new customers. We are convinced by the hygiene concept of this year’s edition. There is no jostling, the visitors are all very relaxed and are abiding by the rules. Our nose and mouth masks as well as our new antibacterial product series are proving very popular here.

 

Published on: September 10th, 2020