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𝗛𝗮𝗻𝗻𝗼𝘃𝗲𝗿 𝗠𝗲𝘀𝘀𝗲 𝗼𝗿 𝗦𝗣𝗦 𝗡𝘂𝗿𝗲𝗺𝗯𝗲𝗿𝗴. 𝗪𝗵𝗼 𝗶𝘀 𝗯𝗲𝘀𝘁 𝗳𝗼𝗿 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝗶𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝗽𝗿𝗼𝘃𝗶𝗱𝗲𝗿𝘀? Like every company, we are faced with the question of which B2B trade fair is the right one for us. 𝗛𝗮𝗻𝗻𝗼𝘃𝗲𝗿 𝗠𝗲𝘀𝘀𝗲, with its 𝗮𝗽𝗽𝗿𝗼𝘅. 𝟭𝟯𝟬,𝟬𝟬𝟬 𝘃𝗶𝘀𝗶𝘁𝗼𝗿𝘀 in 2024, 𝗮𝗽𝗽𝗿𝗼𝘅. 𝟰,𝟬𝟬𝟬 𝗲𝘅𝗵𝗶𝗯𝗶𝘁𝗼𝗿𝘀 and its very broad industrial focus, is almost traditionally at the top of the list for us. For 2024, however, we have also turned our attention back to the 𝗦𝗣𝗦 𝗶𝗻 𝗡𝘂𝗿𝗲𝗺𝗯𝗲𝗿𝗴. 𝟯 𝗱𝗮𝘆𝘀 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝟱, 𝗹𝗲𝘀𝘀 𝘁𝗵𝗮𝗻 𝗵𝗮𝗹𝗳 𝗼𝗳 𝘁𝗵𝗲 𝘃𝗶𝘀𝗶𝘁𝗼𝗿𝘀, 𝗹𝗲𝘀𝘀 𝘁𝗵𝗮𝗻 ⅓ 𝗼𝗳 𝘁𝗵𝗲 𝗲𝘅𝗵𝗶𝗯𝗶𝘁𝗼𝗿𝘀, but a 𝘀𝘁𝗿𝗼𝗻𝗴𝗲𝗿 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻. We also ask ourselves (at least three times a year) the question of whether a trade fair is a proper marketing and sales channel at all in the changed sales and marketing culture. ❓ Are there still times when major orders are signed in the VIP lounges of multi-story trade fair stands with great press and marketing impact? ❓ Is it still the goal of many CEOs to be invited to at least one glass of wine or beer with every supplier at the trade fair? ❓ Have the trade fair days evolved into providing image and video material for the marketing departments to advertise on other marketing channels before, during and after the respective trade fair? ❓ Do we still ask ourselves whether a company is doing well if it is not represented at a trade fair? This year there is no “either ... or”, but 𝗯𝗼𝘁𝗵 Hannover Messe and SPS Nuremberg. This gives us the chance to compare directly and make decisions for 2025. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸? Follow us at AMORPH.pro by AMORPH SYSTEMS for more exciting content and information.

On Wednesday I built a new house. At the For You Summit in Oslo, we built a metaphorical yet solid house from the foundation up. The old one is collapsing, because it's built on a vanishing foundation. Any idea what I'm on about? If you're curious to find out, join us at the Stockholm (18/4) and Copenhagen (2/5) editions! #marketingscience #mmm #incrementality #1partydata

German trade fair group Messe Düsseldorf has signalled its intention to intensify its international activities with the establishment of a new corporate division, ‘Global Corporate Development and Strategy’. Claire Steinbrück will lead the new division from the New Year and joins the management board of Messe Düsseldorf reporting directly to the president and CEO, Wolfram N. Diener. Steinbrück is an experienced leader in the international trade fair business and joins from Koelnmesse International GmbH. “With Claire Steinbrück, we are gaining a proven expert in the international trade fair sector. Her strategic expertise and global perspective will play a pivotal role in further advancing Messe Düsseldorf’s internationalisation and strengthening our position in the competitive global markets,” said Diener. https://lnkd.in/ej63xqPj

During Automechanika exhibition in Shanghai I was impressed by how Chinese exhibitors handle their booths. The moment someone shows interest, they immediately stop whatever they’re doing—even if it’s eating—and rush over to offer assistance. But here’s the best part: if you politely say “No, thank you,” they step back and give you space to explore samples or brochures on your own. No pressure, no awkwardness—just respect for your time and interest. This balance of attentiveness and non-intrusiveness is truly remarkable. It makes you feel valued as a potential client without being overwhelmed. There’s a lot European exhibitors could learn from this approach.

2024 will be the best trade fair year ever Messe Stuttgart GmbH closed its 2023 financial year much better than expected. With sales of 128.3 million euros and a positive result before variable rent and taxes of 0.7 million euros, the company has found its way back to success. The event calendar was well filled with 61 in-house and guest trade fairs. A total of 15,959 exhibitors presented their products and innovations in Stuttgart in 2023. 29 percent of them came from abroad. The number of visitors exceeded the million mark for the first time since the pandemic: 1,071,161 guests were counted, including 89,134 from abroad. The fact that some new products were launched, such as the Travel & Caravaning Hamburg trade fair, contributed to the success. For 2024, the trade fair company expects the highest sales financial year in its company history to date thanks to many trade fairs that fill the grounds.

At the opening of the UFI Global Congress, Philip Harting, Chairman of AUMA, said a few words of welcome to the international audience from the trade fair industry. He shared three main ideas and put them up for discussion. 🟣 "The first thought is about trade: Trade fairs are the ultimate meeting places, hubs, focal points for people and their ideas. Trade fairs are the best marketplaces, they are places of trade and platforms for strong networks. We, the trade fair people, are bringing economy to life. We are matching supply and demand. And we are matching innovators and problem solvers. What we really need for doing this is free trade." 🔴 "My second thought concerns cooperation. Who, if not us trade fair people, knows what partnership and cooperation mean: Strong trade fairs are when organisers and exhibitors are on the same page. The exhibitor advisory boards in Germany support effectively this kind of cooperation. (...) As a businessman and exhibitor, I am committed to powerful trade fair formats. Such formats generate attention, thrill visitors, bring people together and promote future topics. Please let us understand trade fairs as a collective format. (...) Consequently, the trade fair is and remains not just a good investment, but is a smart one, too!" 🔵 "And finally, a third thought that is important to me personally: Personal attitude. Trade fairs are complex, they are diverse, they are colourful. I want them to stay that way. We can no longer solve problems within narrow national borders or by marginalising people. We can only do it by working together as a community. I urge you to stand up for respect, cooperation and diversity." Find out more about trade fair trends in the German exhibition industry: https://lnkd.in/eMzzrCk9 #ufi #uficongress #changes2chances #messewirtschaft #eventprofs #messemensch #messemenschen UFI, The Global Association of the Exhibition Industry Koelnmesse GmbH

Burning the midnight oil testing LED samples so we can ship them to our Polish clients tomorrow. From our first encounter at the Canton Fair to factory visits and analyzing the market, we’re finally getting the ball rolling. They say July and August are slow seasons, but with enough hustle, opportunities can pop up anytime. #BusinessDevelopment #ClientRelations #InternationalTrade #MarketAnalysis #LED

🌍✨ Anuga Through Time: The Journey from Stuttgart to Cologne (1920–1932) As one of the most iconic trade fairs, Anuga played a pivotal role in shaping the food and beverage industry during the challenging years of the Weimar Republic. Here’s a glimpse into its evolution: 📍 A Moving Exhibition: After its 1919 debut in Stuttgart, Anuga began traveling across Germany, hosting events in Munich, Hannover, Berlin and beyond. Each city brought new opportunities and challenges, from post-war recovery in Munich to the inflation crisis of 1923 in Magdeburg, where admission costs skyrocketed to one million marks. 🏛️ Cologne Becomes Home (1924): Under the leadership of Cologne’s mayor, Konrad Adenauer, the city launched its new trade fair halls in Deutz. Anuga's 1924 edition in Cologne marked a turning point, becoming its most successful yet w859ith nearly 400 exhibitors showcasing food, beverages and even retail innovations in thematic sections. This structure simplified navigation for buyers and set a precedent for modern trade fairs. 🥫 “Food on the Go” – The Rise of Canned Goods: A major trend showcased during this era was the rise of canned foods. Exhibitors like Appel (pickled fish), Hengstenberg (vinegar preserves) and Tangermünde (fruit preserves) demonstrated how durable, convenient packaging could revolutionize food consumption — a legacy still relevant today. 🤝 The Challenge of Competition: Despite its success, Anuga faced competition from emerging fairs like Rekofa, which gained prominence with larger exhibits and international representation. By the late 1920s, Rekofa became the leading trade fair, signaling a need for industry consolidation. ⚖️ A Legacy of Resilience: Anuga’s journey through the Weimar Republic reflects the food industry’s adaptability in times of upheaval. Its thematic innovations, partnerships and embrace of trends like canned foods solidified its role as a catalyst for growth and innovation. ✨ Visionary Fact: In 1924, Konrad Adenauer envisioned Cologne’s trade fair as a tool for fostering peace in Europe, stating, “If the Cologne fair contributes to the establishment of lasting and genuine peace in Europe, that will be its greatest success.” Anuga’s history reminds us that resilience and innovation can redefine industries even during the most turbulent times. 💡 What lessons from Anuga's journey inspire you most? Share your thoughts below!

AUMA – Verband der deutschen Messewirtschaft presented its new study "Added value of trade fair visits: How individual trips are avoided “. One of the key findings: Trade fair visits avoid an average of five separate business trips. This means fewer emissions and a more efficient use of resources. The study also shows that face-to-face meetings remain crucial. Over 60 percent of participants confirm that many business contacts would not reach the same depth in the digital world. This underlines the high value of personal encounters at trade fairs and the importance of direct exchange in business life. The results show how important trade fairs are for climate protection and sustainability. For us at Messe Düsseldorf this is an important incentive to further increase the quality and reach of our events. A big thank you to everyone who is pursuing this goal with us! At ProWein 2024 we contributed to the study ourselves and gained exciting insights into the positive effects of our trade fairs. Together we are shaping a sustainable future! 💼🌱 Click here for the study: https://lnkd.in/eU9uN9wK

Automechanika Shanghai (AMS) 235 exhibitors took part in 2004, 20 years later it now boasts 6,643 exhibitors and spans 350,000 sqm, says Stephan Buurma of Messe Frankfurt. "The show's focus has shifted from ICE to green mobility products. now one-third cover alternatives. This is now one of the most influential trade platforms serving the automotive industry today."