Nobody does trade fairs like the Germans.
And even the Germans don't normally do trade fairs like Hannover Messe.
With more than 6,500 exhibitors - that would mean having just 5 seconds with each if you visited them all - and more than 240, 000 visitors, you really do have be here to understand it.
The world's largest trade fair on the world's largest trade fair grounds is more than just a single show, it is actually 13 separate shows all crammed into five hectic days of serious business.
Before I started my posting in Germany, the host of one third of the world's trade shows, I wasn't sure that in the connected age of the internet and of video conferencing that these trade gatherings would still have value to add. I could not have been more wrong.
These fairs are exactly where business is done and the Germans know how to do them properly.
Whether it's ensuring their nation's leader is in attendance at the opening ceremony - 2,700 came to watch Chancellor Merkel and President of the Partner Country for this year Vladimir Putin officially open the event on Sunday night.
Or investing in their presence - one German motor manufacturer spent €3m this year on their stand while global giant Siemens committed more than 200 staff to the show for the whole week.
Or, at company level - ensuring the whole week is filled with appointments with existing and potential customers and partners BEFORE arriving at the show.
The Germans, the export experts, really do make the most of having this multi-billion euro gateway to the world on their doorstep.
And after another month of disappointing UK export figures, the relevance of shows like this is more obvious than ever.
There were more than 70 British exhibitors this week and nearly 2,000 trade visitors to the show. But there could be so many more.
It is a shop window for our products not just to the Germans but to the world. A chance to meet potential customers, suppliers and partners all in one place.
British companies have long used trade fairs the world over to do business but too often we have turned up and just hoped for business to come to our stands.
Although simply to sausage through (as the Germans would say) can work and there are examples of getting lucky at these shows - serenpidity can play a key role in business and being at the fair does buy you a lottery ticket.
But to maximise your chance of real business success, a bit of preparation can go a long way.
Whether it is registering for networking events like 'match 'n' meet' or asking UKTI teams to help promote your products/services to potential customers AHEAD of the show ensuring you arrive with appointments already in the diary, every hour spent in advance will be rewarded with more fruitful hours on the showground itself.
Our advice is come to trade fairs - and there is a 33% chance they will be in Germany - prepare in advance yourselves or through us (webinars, networking, visit programmes) and show the world the quality of what British companies offer.
Alternatively, as German toolholding equipment manufacturer Schunk did in Hall 17 at Hannover Messe, hire a footballing legend to draw people to your stand.
But if you can't get Jens Lehmann, just call us.
2 comments
Comment by Andy Bryant posted on
An interesting article, as are the statistics, but also reflective of the difficulties that UK exhibition companies face in this difficult climate. With almost a token presence of 70 UK exhibitors present out of a total of 6500, what opportunities is the UK exhibition industry currently faced with? As a successful UK production company designing and building high end exhibition stands all over Europe, we have seen a massive decline in budgets and many clients opting for the 'cheaper local' option over the past 2 years. Dan, how can the UK 'back room boys' to trade events, re-establish a footprint in what appears to be a declining market place...or is it?
Comment by Andy Bryant posted on
An interesting article, as are the statistics, but also reflective of the difficulties that UK exhibition companies face in this difficult climate. With almost a token presence of 70 UK exhibitors present out of a total of 6500, what opportunities is the UK exhibition industry currently faced with? As a successful UK production company designing and building high end exhibition stands all over Europe, we have seen a massive decline in budgets and many clients opting for the 'cheaper local' option over the past 2 years. Dan, how can the UK 'back room boys' to trade events, re-establish a footprint in what appears to be a declining market place...or is it?