The Influence of International Exhibitions on the Development of Italian Business: Why Participation in Exhibitions in Germany Can Be the Key to Success

Looking to grow your business? Take a look around. You will see that the most successful companies are constantly attending international trade shows. If it's an eyewear company. You will find them at all the major European trade shows, showcasing the latest trends in optics. If the company has a large advertising budget, it will also participate in specialized exhibitions on other continents. Participation in exhibitions is beneficial for both developing and established companies.

Companies participating in exhibitions have a unique opportunity to showcase their offerings to a diverse audience of potential customers, partners, investors, and industry experts. Even one well-chosen exhibition can significantly increase brand awareness on a global scale.

Italian companies looking to expand their market should take a closer look at trade fairs in Germany. Just a few facts will convince you:

• Market size and potential
• Industry leadership
• Access to key decision-makers
• Export opportunities
• Cultural affinity and similarities.

Below, we look at why Italian companies should not neglect participation in international trade fairs in Germany, even if they do not plan to conquer the whole of Europe in the near future.

The Importance of International Exhibitions

How long will it take you to contact the right people, get their attention, and make a presentation? How much time and money will it take to build a base of potential customers who might be interested in your products? If you are dealing with a limited number of suppliers in your region, how will you find the manufacturers of the components you need?

Participating in an international exhibition removes all of these obstacles. All the right and interested people gather in one place for a few days.

According to the Global Association of the Exhibition Industry (UFI), the number of trade shows around the world is growing steadily, with millions of exhibitors and visitors attending each year. These events contribute billions of dollars to the global economy and serve as catalysts for innovation, collaboration, and economic growth.

Are you still wondering about the effectiveness of exhibiting at a trade show?

Advantages of Exhibitions in Germany for Italian Companies

Now let's focus on why Italian companies should exhibit in Germany.

• Market size and potential: Germany is one of the largest and most dynamic countries in Europe, offering a wide market opportunity for Italian companies. By exhibiting in Germany, Italian companies can tap into this lucrative market and expand their customer base.

• Industry leadership: Germany is known for its expertise in various industries, including automotive, engineering, technology, and fashion. By showcasing their products at trade shows in Germany, Italian companies can leverage the country's reputation for excellence and innovation to raise their profile and competitiveness.

• Access to key decision makers: Trade shows in Germany attract a diverse audience of industry professionals, decision-makers, and potential buyers from around the world. By participating in these events, Italian companies can interact directly with key stakeholders and decision-makers, facilitating business negotiations and opening up partnership opportunities. Germany's most influential government officials are often seen at trade shows.

• Export Opportunities: Germany is a strategic gateway to other European markets and beyond. By participating in trade shows in Germany, Italian companies can leverage the country's extensive network of trade relationships and distribution channels to expand exports and drive international growth.

• Cultural affinity and similarities: Italy and Germany share cultural ties and similarities, particularly in the values of quality craftsmanship, design and innovation. By participating in trade fairs in Germany, Italian companies can connect with German consumers and entrepreneurs, thereby increasing their market recognition and success in their home country.

Review of International Exhibitions in Germany

In fact, Germany is recognized as one of the world's leading countries in the field of trade fairs, and its developed trade fair industry makes a significant contribution to the country's economy and international trade.

Germany hosts numerous trade fairs every year in various sectors, ranging from automotive and mechanical engineering to consumer goods and technology. According to the Association of the German Trade Fair Industry (AUMA), Germany hosts more than 150 international and national trade fairs each year, attracting millions of exhibitors and visitors from all over the world.

Germany is home to some of the largest and most modern exhibition centers with state-of-the-art facilities and infrastructure for large-scale events. These include Messe Frankfurt, Messe München, Koelnmesse and Messe Berlin, which host thousands of exhibitors and attract millions of visitors each year.

Germany's trade fair calendar is packed with prestigious international events that attract exhibitors and visitors from all over the world. Notable exhibitions include the Hannover Messe (the world's leading industrial technology fair), the Frankfurt Book Fair (the world's largest book fair), IFA Berlin (the world's leading consumer electronics fair), and the Berlin International Film Festival (Berlinale).

The trade fair industry makes a significant contribution to the German economy, generating billions of euros in revenue and supporting thousands of jobs. According to AUMA, trade fairs and exhibitions in Germany contribute more than €28 billion to the country's GDP each year and support more than 230,000 jobs in various sectors, including hospitality, transport, and retail.

German trade fairs have a global reach and impact, serving as platforms for international business exchange, knowledge transfer, and innovation. Exhibitors and visitors from all over the world come to German trade fairs to showcase their products, explore new markets, and build business relationships. The international importance of German trade fairs underscores the country's role as a center of global trade and commerce.

Taken together, these facts underscore Germany's position as a leader in the exhibition industry, characterized by its extensive exhibition infrastructure, diverse portfolio of events, economic importance, and global impact on international trade and business development.

It is difficult to make recommendations to a specific company, as the specifics of each company require study and analysis. Therefore, the company itself will have to compile a list of potential trade shows in Germany that are worth considering as a platform for further promotion. Below are the most popular and world-renowned trade shows that should be at the top of your list if this industry is close to you. Look for opportunities; for example, if you manufacture eyewear, you may want to look at conferences and symposiums for ophthalmologists instead of just exhibiting your products at fashion eyewear shows.

• IFA (Internationale Funkausstellung Berlin) is the leading trade show for consumer electronics and home appliances, featuring the latest innovations and trends in technology. It is held annually in Berlin.
• Hannover Messe is the world's largest industrial technology trade show, featuring innovations in automation, robotics, energy, and manufacturing, held annually in Hannover, Germany.
• Frankfurt Book Fair. The largest book fair in the world, held annually in Frankfurt, hosts publishers, authors, and literary professionals from around the world.
• Bauma (Munich) is the largest trade fair for heavy machinery, equipment, and construction technology, held every three years in Munich.
• ITB Berlin (International Tourism Exchange Berlin) is a leading trade show for the global travel and tourism industry, held annually in Berlin. It showcases destinations, travel services, and hospitality.

How Can Italian Companies Prepare to Participate in Trade Fairs?

So you have decided that participating in international trade fairs in Germany is the key to your success. Where do you start to prepare for this event?

• Establish goals: Clearly outline your goals for participating in a trade show, including raising brand awareness, luring in new clients, expanding into untapped markets, or introducing new goods.

• Look up information on trade shows: Find trade shows in Germany that are pertinent to your target market and business. Take into account elements like exhibitor capabilities, audience demographics, and size.

• Allocate funds: Establish the financial plan for the involvement, encompassing booth construction, travel expenditures, promotional items, and marketing campaigns.

• Reserve show space: Reserve exhibit space well in advance to guarantee a good spot in the exhibition hall. Consider elements like foot traffic, proximity to important entrances, and nearby exhibitors.

• Create a stand for the exhibition: Collaborate with a respectable German exhibition stand builder to create an eye-catching and useful stand that complements your goals and corporate style.

• Marketing Materials: Prepare to distribute brochures, flyers, business cards, and promotional gifts to the exhibition's attendees.

• Make travel and lodging arrangements: Make travel and lodging arrangements for the employees attending the expo. Consider the details, such as getting to the location and the infrastructure in the area.

• Employee education: Educate staff members who will be representing the company at the show. Ensure that they are aware of your offerings, the company's upcoming presentation, and your interaction tactics.

• Pre-show marketing: Use a variety of platforms, such as social media, email newsletters, press releases, and trade journals, to publicize your show participation. Invite both current and potential clients to stop by your booth.

• Get demos and presentations ready: Arrange captivating talks, product showcases, and interactive events to draw customers to your display and efficiently showcase your products.

• Create a follow-up plan to keep in touch with the people you met at the trade show and the connections you made. Obtain contact details and arrange a follow-up call or meeting to discuss the opportunities.

• Assess Effectiveness: Following the trade exhibition, carry out a comprehensive assessment of your involvement, incorporating a return on investment study, input from staff and attendees, and takeaways for upcoming events. Keep in mind that participating in a trade exhibition can have long-term implications.

Adhering to this reliable advice can help an Italian company successfully organize and carry out its participation in a trade exhibition in Germany, optimizing its chances for success and accomplishing its objectives.

Examples of Successful Participation of Italian Companies

We have located a few examples for you to see the efficacy of the suggested strategies, even if businesses are hesitant to divulge the trade secrets of their success to avoid spawning competitors in this field.

Example 1: Munich's IAA Mobility featuring an Italian automaker

At the Munich International Auto Exhibition (IAA Mobility), one of the top Italian automakers participated. The business unveiled its newest electric vehicle, which garnered a lot of interest from guests and the press. By employing cutting-edge presentation technology, such as virtual reality to showcase car attributes, the company was able to dramatically boost pre-orders and fortify its reputation among European customers.

Example 2: Inhorgenta Munich's Italian jewelry company

One of the biggest jewelry events in Europe, Inhorgenta Munich, featured the Italian jewelry company, which is renowned for its unique creations. The brand displayed exclusive items that were made especially for this occasion on its exhibit. As a result, the business saw growth in revenues as well as the acquisition of new partners to broaden its European distribution network.

Example 3: At IMM Cologne, an Italian furniture company

At the international exhibition IMM Cologne, the leading Italian furniture maker successfully unveiled its new line of environmentally friendly furniture. The business was able to highlight its dedication to sustainability by creating a booth that included sustainable technologies and eco-friendly materials. This enhanced the company's reputation as an eco-friendly producer and drew in new clients who were looking for eco-friendly interior design.

Example 4: Italian food manufacturer at Anuga in Cologne

The Italian organic food manufacturer made its debut at Anuga, one of the world's biggest food exhibitions, held in Cologne. When the company unveiled its new range of organic snacks, worldwide retailers expressed interest. As a result of the exhibition's success, the company was able to sign multiple significant export contracts with Germany and other European nations.

Participation in German trade fairs, as you can see, offers numerous benefits to any firm compared to traditional local advertising and opens up a vast array of prospects. Italian companies may increase their chances of growth and success in global markets by exhibiting their products and services at international trade fairs in Germany. These events allow them to reach a wider audience, form strategic connections, and discover new business prospects.