Spotlight: ISM organisers plan extended digital content linked to 2022 trade fair

As the 2021 edition of ISM and ProSweets became one of the latest events to suffer cancellation amid the ongoing pandemic, plans for the 2022 event are now gathering pace. Organisers Koelnmesse offer an insight into initial preparations, including additional digital offerings.

With the world continuing to adjust to pandemic conditions, the next edition of ISM, between 30 January and 2 February 2022, kicks off with a new campaign over the next few months including webinars, interviews and product presentations.

As Koelnmesse explained, its online offer is rounded off by a digital version of the New Product Showcase Award, which distinguishes the industry’s latest innovations.

“We know that the sweets and snacks industry works towards ISM every year to present its latest, but also established products to an international audience. The ISM campaign allows us, in the absence of a physical event on-site, to carry on offering our customers a central platform for the sweets and snacks industry, where they can inform themselves about important themes or industry trends and present their innovations,” Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, explained.

Confectionery Production reported on last year’s 50th anniversary event in Cologne, which was staged just as the global covid-19 pandemic was first identified in China, resulting in a significantly reduced number of visitors attending from the region, as fears over the spread of the pandemic began to worsen.

While the sector has expressed optimism about a return for live events, rollout of vaccines around the world is scheduled to last well into this year, resulting in the cancellation of the 2021 event – which typically would conclude in the first week of February.

Parallel to the campaign for new products and trends, the preparations for ISM 2022 are running at full speed. The event is planned in a hybrid format. Based on a digital platform developed by Koelnmesse, which was already successfully implemented at the largest European trade fair for digital marketing and advertising, DMEXCO 2020, ISM 2022 will thus also offer new digital formats for exhibitors and visitors in addition to the physical presence.

The platform is “state of the art” and offers the exhibitors for instance the possibility to present their products as photo and text information within the digital exhibitor showroom and additionally increase the attention their company attracts by embedding video content. Furthermore, content on products and companies can be presented in digital panels or conferences to a circle of interested parties and of course addressed in greater depth via special networking functions in chats or digital meetings. In addition to a large number of further tools, the platform thus also provides support in addressing new visitor target groups and will continue to enhance the offer of ISM long-term well beyond 2022.

Koelnmesse – Global Competence in Food and FoodTec:
Koelnmesse is an international leader in organising food fairs and events regarding food and beverage processing. Trade fairs such as the Anuga, ISM and Anuga FoodTec are established world leaders. Koelnmesse not only organises food and food technology trade fairs in Cologne, Germany, but also in further growth markets around the globe, for example, in Brazil, China, Colombia, India, Italy, Japan, Thailand and the United Arab Emirates, which have different focuses and contents. These global activities enable us to offer our customers a network of events, which in turn grant access to different markets and thus create a basis for sustainable and stable international business.

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