The What, Why and How of Attending Trade Shows in Germany: Hands-on Advice for both Visitors and Exhibitors

By Andra Riemhofer

German trade shows are the place to be if you want to learn about the latest technologies, update yourself on international market trends, and meet potential business partners from all over the world. According to the Association of the German Trade Fair Industry (AUMA), around two-thirds of the world’s leading trade fairs take place in Germany. Every year, around 150 international trade fairs and exhibitions are hosted in the very heart of Europe, attended by 180,000 exhibitors and around 10 million visitors. Many return year after year, while for others it is the first time. 
The What, Why, and How of Attending Trade Shows in Germany answers numerous questions that newcomers to German trade shows would typically have: “What do I need to consider when looking at German events? What show(s) can help me achieve my identified business goals in my specific industry? How can I make the most of my trade show participation and increase my return on investment? What approach should I – as a visitor – take when it comes to discussing business with Germans? How can I – as an exhibitor – attract the local target audience?” In short, “What do I need to know to be successful?”
Readers will benefit greatly from this concise and practical how-to manual, in which several top industry experts have shared their advice. Focussing on international business relationships, this e-book provides many examples of how and why culture matters. The text is wrapped up with some general advice for business travellers to Germany.

• Language: English
• Publisher: ANDRA
• Release date: Jan 7, 2018
• ISBN: 9788827545850

Book preview

Andra Riemhofer

The What, Why and How of Attending Trade Shows in Germany

Hands-on Advice for both Visitors and Exhibitors

Imprint

The What, Why and How of Attending Trade Shows in Germany : Hands-on Advice for both Visitors and Exhibitors

Copyright © 2017 by Andra Riemhofer

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write the author at the address below or send an e-mail to [e-mail] .

ANDRA : Intercultural Business Facilitation

Attn: Andra Riemhofer

Alramstrasse 27 / 5th Floor

D-81371 Muenchen (Munich)

GERMANY

Cover design: © [e-mail]

Editor: Rachel George

Also by the author:

Doing Business in Germany : Visiting Trade Shows for Indian Executives

Doing Business in Germany : Exhibiting at Trade Shows for Indian Managers

Järvenpää/Riemhofer, Erfolgreich als Expat in … : Mumbai

Järvenpää/Riemhofer, Erfolgreich als Expat in … : Delhi

Interkulturelle Kinder- und Jugendliteratur : Lesen auf eigene Gefahr

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Contents

Preface

The What and Why of Attending Trade Shows in Germany

What to Consider when Contemplating Visiting or Exhibiting

Prepare for big Shows in a Small Country

Know the Key Facts and Figures

Should you Exhibit? Analyse how Fair(s) can help you Achieve your Business Goals

Common Exhibitor Objectives

Be Clear: What are your Objectives?

MNC – TradeFairBenefitCheck

Should you Visit? What to look at before you book your Flight

Determine how much Time you (Might) Need

Make sure you get Access to the Show

Be Clear About what you want to Achieve

The Visitor’s Perspective: How to make the most of your Participation

How can you make the most of your Visit?

Prepare well and Arrive Relaxed

Use Official Tools and Applications

(Try to) Arrange for Meetings

- Selected Advice from Seasoned Visitors: 1

How should you talk to Germans?

Be Aware that Culture Matters

Adapt your Presentation and Sales Collaterals

(Quickly) Get to the Point

Spell out what you Want

Stick to the Rules

Follow Up soon and Nurture your Leads

- Selected Advice from Seasoned Visitors: 2

The Exhibitor’s Perspective: How to make the Most of your Presence at the Fair

Do your Homework

Foster Good Relationships with the Organiser(s)

- Selected Advice from Seasoned Exhibitors: 1

How should you Present Yourselves?

Choose your Location According to your Offer

Stand out from the Crowd

Focus on Showcasing your Products

Publicise your Offer in the Official (!) Trade Fair Media

Prepare your Sales Pitch and Brief the Team

- Selected Advice from Seasoned Exhibitors: 2

What do (German) Visitors expect?

General Visitor Expectations According to AUMA

Visitor Expectations: How Culture Matters

- Selected Advice from Seasoned Exhibitors: 3

How can you Attract (German) Visitors?

Do what’s Necessary before the Show

Do what’s Necessary during the Show

Habits to Avoid

- Selected Advice from Seasoned Exhibitors: 4

How should you talk to German visitors?

The (Archetype) German Visitor

Make your Visitor feel Welcome

Make your Conversation Relevant

Get to the Point (High-context vs. Low-context Cultures)

Be Clear (Direct vs. Indirect Communication)

Bear with Great Attention to Detail

Show Commitment

- Selected Advice from Seasoned Exhibitors: 5

How do you Follow Up with (German) Visitors?

Make References to what you Discussed

Chart out the next Steps and Suggest a Timeline

Show Interest, but don’t be (Perceived as) Pushy

After the Show is Before the Show

- Selected Advice from Seasoned Exhibitors: 6

Etiquette: Dos and Don’ts for both Visitors and Exhibitors

Displays of Public Affection

In the Restaurant

Tipping

Small Talk

What else?

What else do you need to Know?

What to Wear

Where (not) to Stay

How to get Around

Deutsche Bundesbahn (DB)

Think Twice Before Renting a Car

The Best Deal might come with some Blah Blah Blah

What Souvenirs to Hunt For

The Author

Credits

Preface

German trade shows are the place to be if you want to learn about the latest technologies, update yourself on international market trends, and meet potential business partners from all over the world. According to the Association of the German Trade Fair Industry (AUMA), around two-thirds of the world’s leading trade fairs take place in Germany. Every year, around 150 international trade fairs and exhibitions are hosted in the very heart of Europe, attended by 180,000 exhibitors and around 10 million visitors.

So far, online platforms, webinars, and other means of digital communication and networking have not been able to substitute for or even replace trade fairs. The possibility to meet face-to-face and talk to numerous market players in a very short period of time is still reason enough for many companies to invest in their participation. If you are contemplating attending one of the upcoming shows, you are in good company.

On an average, not even half of the exhibitors are from Germany itself, and more than one in five visitors is from abroad. For instance, in 2015, German fairs welcomed 55,000 visitors from the US; 25,000 from Israel; 17,000 from Canada; and about 12,000 each from Saudi Arabia, the UAE, and Iran. During the same period, the number of business travellers from Latin America declined (to approx. 60,000), while visits to German exhibitions seemed to become more popular amongst market participants from Asia. According to the data published by AUMA in 2016, China currently ranks first when it comes to the number of visitors from the region (75,000), followed by India with 38,000 visitors, and then Japan (28,000) and South Korea (25,000).

Looking at the number of international exhibitors, Asia is once again prominent. In 2016, AUMA counted almost 30,000 exhibitors from South, East, and Central Asia – an increase of about 4.5% over the previous year. With 15,569 exhibitors, China had the greatest number of foreign trade fair participants in Germany. India, by contrast, saw its number shrink by 4%, although it still ranked among the top countries according to exhibitor figures; in 2016, a total of 3,266 exhibitors made India rank twelfth. The greatest percentage increase in exhibitor figures, as compared to those in the respective previous events, has been seen from the Middle East (+23%), and it could be observed that North African countries especially tend to have a greater presence than in the past. Looking at exhibitor figures, Italy and France are the most important countries after China, while the US currently ranks fourth with 6,177 exhibitors in 2016.

Whether to travel as far as Germany from the US, China, India, or any other country outside Europe to attend a trade fair is, for many, a big decision that needs to be considered carefully; you need to take into account the financial investment as well as the time spent away from the office and family. You must also know the key facts and figures about the industry and events, to be able to evaluate which show will best suit your purpose and goals. Both visitors and exhibitors need to be clear about what they want to achieve and prepare well to make the most of their trade fair participation. If doing business with Germans is the top priority, they must begin their preparation by becoming acquainted with the mentality and business culture. All these topics are covered in the book.

Very often, being aware of the small things can make a big difference. Newcomers who are still contemplating whether they should give trade fair participation a try will benefit greatly from the hands-on advice on how to decide whether to attend a German trade show (or not). Exhibitors will learn how to present themselves at the fair, how to attract German visitors, and how to speak to them. Small and medium-sized companies who are already somewhat experienced but still unclear about the basic things they should consider doing differently to be more