It was a matter of life and death when the IFOY organization faced the problem during the recent years of the pandemic of how to somehow still hold its intralogistics test camp, which relies on on-site presence. Out of necessity, a new format was born – a real insider tip.
Of course, this year's test camp on March 29th and 30th will also revolve around hands-on testing, trying out, driving, and experiencing things live. According to the organizers, up to 100 selected innovations and new products from ten countries will be available for self-testing in the 10,000 square meter hall. "No, it's not a trade fair in the classic sense" ("Don't call it a trade fair") say the organizers. Anita Würmser, Managing Partner and Chair of the Jury, explains the somewhat different approach taken here.
Question: Ms. Würmser, "cancelled" was the word of the year in 2020, 2021, and even at the beginning of 2022. The test camp still took place three times. How do you establish an in-person trade fair with almost 1,000 participants in the middle of a lockdown?
Würmser: I've been asked that countless times. We just did it. To put it in a nutshell, it was 200% work, 100% courage, 0% planning security. The authorities were tough but helpful, the regulations were enormous, not to mention the risk. In the end, what mattered was the courage of everyone involved. Guests, exhibitors, testers, team, judges – they all came to try out innovations and keep the business going. And everyone followed the rules meticulously. It was a bit eerie, though, when we were all alone in the hotel and on the exhibition grounds with 650 people in the middle of the 2021 lockdown.
A. Würmser
What was the response?
The response was surprisingly positive. In some cases, we were even cheered on, and media coverage exploded. 960 media outlets in 79 countries reported on us. Only one private individual wanted to have the test camp banned, which actually helped us.
How come?
Because that's why our COVID-19 and safety concept was examined particularly closely and ultimately deemed exemplary. It certainly also helped that our concept inherently limits access for exhibitors and visitors. After all, the test camp isn't a trade fair, but rather an industry test event with limited access. Therefore: Don't call it a trade fair.
Why do you say "Don't call it Messe"?
The Test Camp is a new event format, an experiential event for select innovations aimed at decision-makers. A trade fair is geared towards mass participation, which I don't mean negatively at all. The goal is packed halls and aisles and the broadest possible range of exhibitors. In contrast, we get nervous when the aisles and booths are crowded because queues form at the test stations and booths, and the testing process becomes impossible. At a trade fair, anyone can exhibit; with us, the selection process is pre-selected. At a trade fair, you have to find your own way around; at the Test Camp, we guide visitors through the hall on highlight tours.
Not everyone can exhibit, not everyone can get in? How do you make the selection?
In addition to a limited number of tickets, we and our exhibitors invite top-level B2B guests with a concrete interest in innovation and investment to hands-on testing. Our target group consists of decision-makers who want to not only look at the best innovations but experience them live, test them, drive them, and try them out themselves. Those who want to know what's coming next. We ensure an interesting mix and match. Firstly, the finalists already represent the best innovations of the year. We make sure that only new and innovative products are showcased, and secondly, we research and contact companies worldwide that have innovations and new products to offer.
So the test camp originated from the IFOY AWARD?
That's right, but the Test Camp is now a separate event. The IFOY audit of the finalists, the so-called Test Days, still take place as part of the Test Camp. For a long time, only finalists, jurors, testers, and IFOY partners had access to the Test Days—no more than 150 people in total. During the 2017/18 Test Days, some jurors invited contacts from their readership (the IFOY jury consists of editors-in-chief of leading logistics magazines worldwide). A few logistics service providers were present, as well as an automotive supplier and manufacturer, a DIY store manager, and a local furniture retailer, and all were enthusiastic about the opportunity to test the IFOY finalists themselves. So why not allow a limited number of B2B guests? At the beginning of 2020, we invited 50 guests as a trial run, and by 2022, there were almost 1,000 participants.
1000 participants doesn't sound like an overwhelmingly large number.
I believe 1,000 visitors over two days is the optimal size; exhibitors couldn't possibly handle more, and it always depends on the individual. Our visitors make decisions worth hundreds of millions. They want to see innovations in a concentrated form and gain an effective and efficient overview of the current state of technology. Accordingly, they spend a considerable amount of time and energy examining the exhibits. Some practically dive under the equipment to ensure they don't miss a single detail. However, if an exhibitor's only goal is to generate a lot of leads, then the Testcamp is definitely the wrong place.
Photos: IFOY
The largest group is logistics service providers, especially contract logistics companies. Automotive OEMs are also almost fully represented. E-commerce and brick-and-mortar retail, as well as the consumer goods and beverage industries, mechanical engineering, chemicals, and pharmaceuticals, are well represented. This year, we also expect numerous employee representatives, due to our special testing area for exoskeletons and ergonomics.
The interview was conducted by Melanie Wack
The video of the 2022 award ceremony
