Guide2Events #1: Finding the right trade show…
The British Government website proposes some trade shows as an unsorted pictorial list, but finding an event that is worth the investment and has the right audience needs a little more focus. In Germany, the organisation AUMA has a comprehensive search engine system, and it’s in ENGLISH too!
Choosing where you are going to invest your trade show marketing budget is important. Does the intended show have the right audience? What number of visitors? When is it on? Which city or exhibition centre hosts the show?
We have several tips to find events.
1. Using the AUMA website
In Germany the “Ausstellungs- und Messe-Ausschuss”, literally translated as “Exhibition and Trade Show Committee/Association”, manages trade show data. Part of the cost for exhibition or trade show space is paid to this “organisation”. AUMA collates and organises trade show information and provides this information to businesses too.
On their website you can search for trade shows and exhibitions. Whilst this does not include all trade shows in Germany, some being private, it does allow searching on the most significant and largest.
The website returns useful in-depth information on visitors such as: area of responsibility, purchasing/procurement powers, size of company/organisation, economic sector, origin by continents and more… With the split between domestic and international visitors, this allows a better targeting based on audience type. With the differences year-on-year one can establish the event’s importance relative to other events.
AUMA Search Trade Shows in Germany (English Language)
2. Using Internet search engines
Because AUMA does not list private or independent trade shows, the Internet is the best method of finding these. Language is the only issue here…
Searching for : +Messe +{the German for your industry} in your favourite search engine is the answer.
Don’t forget that all German nouns start with a capital, this can make a difference to some search engines. As for the German name for your industry, sometimes the English is the correct word when dealing with new technologies. We would suggest that you check an online dictionary.
https://dict.tu-chemnitz.de
(Remember to select EN->DE in the drop-down at the top)
For example: Working in the construction industry: entering “construction” returns “Bau” in the dictionary. Search for [+Messe +Bau] in your favourite search engine. Doing this in Yahoo, one gets the first entry: https://bau-muenchen.com which is probably the largest trade show for the construction industry in Germany, possibly even world-wide.
Many of the trade show websites do have an English translation. Search for the “EN”, flag or language option at the top or bottom of the page and “Bob’s your uncle” so to speak.
3. Using an Event Marketing Agency
Occasionally, there are very unusual or industry-specific opportunities that are not obvious or easy to find. In this case an event agency can be the way to identify and exploit the opportunity.
For example, “Cowes Week” is ideal for ship-chandleries, boat builders and the like. Whilst not a “trade show” in the exhibition centre perspective, such events can be an effective method of getting to customers directly. Germany has “Kieler Woche” a similar regatta and maritime event that has exhibitors and boats along the quayside.
Some “direct to customer” opportunities can be more difficult to find, and if your business area is like this, an agency can be the answer. So local knowledge can significantly “enhance the chance!”
Germany as a marketplace has lots to offer. Getting stuck in and leveraging the chance takes effort and diligent reconnaissance. We hope that these tips get you what you need.
Part 1: Marketing! Are you attracting strangers?
Guide2Events #2: Stand Space – Positioning, Size and Shape
Part 2: Sales! Are you attracting strangers?
About The Author
Alex Jackson-Smith
772 Marketing GmbH is an agency with experience of supporting domestic and international clients with events in Germany and much of Europe. Trade Shows - Conferences - Corporate Events - Exclusive Executive Dinners