Exhibitions offer precisely what the Facebook generation is looking for. Why and how they do this is set out in the MCH Group's 5C Model.
The wish to engage in face-to-face encounters and authentic experiences with brands and products is continuing unabated. Exhibitions can offer precisely this, but need to reinvent themselves to a certain extent. The MCH Group has developed a method for doing this: the 5C Model.
Stephan Peyer and Thomas Brenzikofer have published an exciting book on this topic – explaining this future-oriented model in a dialogue with interesting persons.
"Das 5C-Modell" (in German): free download at