Virtual trade shows suffer growing pains

In response to the coronavirus, the organizers of Formnext 2020 changed the additive manufacturing show from an in-person to a virtual event. Mesago

A year ago this week I was at Formnext 2019—the biggest, most energized additive manufacturing trade show I’ve attended.

The Frankfurt, Germany, facility housing the event brimmed with exhibitors and attendees. More than 850 companies displayed their 3D printing-related products and 34,500 visitors roamed the halls. Those numbers underscore the rapid growth of the annual event. Some 200 exhibitors and nearly 9,000 visitors participated in the inaugural Formnext, held in 2015. The numbers of visitors and exhibitors grew each year through 2019. In just five years, the number of exhibitors rose 320% and attendance increased 285%.

That impressive growth contributed to a sense among many attending the 2019 show that the additive industry was poised to take a big leap forward in 2020.

Then came reality in the form of a global pandemic. Formnext’s organizer announced in September that the 2020 show and conference would be called Formnext Connect and be entirely virtual. Just over 200 companies and 8,500 individuals participated in the Nov. 10-12 event—numbers similar to those recorded for the 2015 show.

Other trade shows that have morphed from in-person to virtual report similar results. And, according to a recent study from event organizer Tradeshow Logic, most show-goers are dissatisfied with virtual shows and it will take time for such events to gain acceptance. “The current scale and scope of virtual events are new to exhibitors and sponsors,” says the study. They are “new to show organizers and to the platform developers. All parties involved are facing a steep learning curve under tight deadlines.”

Like them or not, virtual trade shows are the new reality—at least until the pandemic ends.

Several Formnext Connect 2020 attendees seem eager for that to happen soon.

“It was an exciting virtual journey for all of us,” said one, “however, at the same time, we’re looking forward to seeing you again in person in Frankfurt next year.”

Some Formnext 2019 attendees felt the show portended good times lay ahead for the 3D printing industry in 2020. D. Nelson