Do We Need Trade Fairs? When internet boomed during the first decade of this century, all businesses were supposed to move there. A couple of companies turned the idea of trade fairs to internet and started to promote digital exhibitions. There are a lot of modern arguments to support this idea: no traveling, no materials used for building the stand, free of schedules, material can be updated, product information can be downloaded, products can be purchased, etc. But: why do we still have fairs where exhibitors build stands, carry their products there and fill the stand with their personnel? KATKO Team @ Hannover Messe 2017 Simple answer is that potential and existing customers are still willing to come to those fairs. And why? Well, you would probably need a scientist of social and human behavior to give a thorough explanation, but it indeed has something to do with our ways to build relationships. We also have a need for unwritten information and a need to complete ou...