CIM 2021/4 Spotlight Industry

5 Questions for Sabine Loos

// Katharina Brauer

Sabine Loos has been the managing director of Westfalenhallen Unternehmensgruppe GmbH since 1 August 2011 Photo: Westfalenhallen Unternehmensgruppe GmbH

CIM: Best of Events (BOE) has had a complete makeover. What can visitors expect from 19 to 20 January 2022 at Messe Dortmund?

Sabine Loos: Above all, visitors to BOE 2022 can finally look forward to going to a live trade fair again – with exhibitors, a programme of events, real-life experiences and face-to-face conversations. For most of them, that will be enough of a highlight after we’ve all had to wait so patiently to finally get together at Messe Dortmund again.


What does the new “BOE connect” have to offer?

BOE connect is the digital complement to the physical trade fair in Dortmund. We are offering the event industry year-round interaction, networking, unique content and rapid lead generation on a single platform.


What has the response been to the new “Road to BOE”?

Road to BOE has resonated overwhelmingly well. There is a big appetite for information and knowledge. We can see this not just from the positive feedback we have received from within the industry but also from looking at the online traffic and visitor numbers since the launch of Road to BOE.


How are you approaching the subject of sustainability?

Sustainability has its own section both on BOE connect and at BOE. Everyone in the industry will be able to keep themselves informed through BOE connect in the run-up to the actual event. In addition, we will staging a forum on the subject together with 2bdifferent, a strong partner, at the trade fair in January.


How important will experiential marketing be in the future?

Experiential marketing will be even more important in future. Live events thrive through engaging the emotions and will be offering participants even more of an experience in future in order to get the full benefit from physically getting together.


Thank you very much for the interview, Ms Loos!

Katharina Brauer