The Community, Stupid!

Wolfram Diener sees an unbeatable advantage in well-established trade fair organisers: vast industry networks with the world market leaders. In this feature the President & CEO of Messe Düsseldorf GmbH shares how his trade fair company activates and keeps alive these communities with “must-attend” events regularly held in Düsseldorf and globally in addition to comprehensive digital communication.?

The voices heralding the end of face-to-face events quickly faded away during the course of the pandemic. Those questioning the point of trade fairs in increasingly digitalised times even before Covid saw themselves fully vindicated during the first lockdown. Virtual events were the talk of the town and new digital players in the exhibition business were ready to enter the market. However, long-established trade fair organisers have a major advantage: their vast, high-quality industry communities that span the world. 20 Düsseldorf trade fairs alone are the No. 1 events of their respective industries – involving sectoral networks that have grown over decades and include world market leaders.

Live is what it’s all about

In Düsseldorf the industry players get together on a regular basis. Especially after a period of intense digital communication there is strong desire for personal encounters. Just as important as face-to-face networking is the chance to experience exhibits live. Those investing high sums in a manufacturing line want to see it in operation beforehand – at the world’s most important plastics trade fair K – The World's No.1 Trade Fair for Plastics and Rubber , for example, the world’s biggest packaging trade fair interpack or at drupa – no. 1 for printing technologies , the international No. 1 event for print technologies. Add to this, products that need to be experienced with all our senses like wine and spirits ( ProWein ) or cosmetics (BEAUTY, TOP HAIR).

The industry communities of Messe Düsseldorf here map the respective world market. In 2021 the percentage of foreign companies exhibiting at the leading international Düsseldorf trade fairs stood at 74% – despite all pandemic-related obstacles. At the industrial trade fairs the percentage of international visitors is always around 70%. Add to this the matching themed satellite events offered around the globe for local markets. Thanks to our international network comprising 76 foreign representations for 139 countries – including six subsidiaries – we are operating worldwide. And we are constantly expanding into dynamic growth markets such as Southeast Asia, Africa and Latin America. After launching two new trade fairs abroad in 2021 ( ProWine S?o Paulo , ProWine Mumbai ), this year will see us introduce six new events (amongst others Food Africa Cairo, MEDICAL FAIR BRASIL, COLOMBIAPLAST).

Activate, activate, activate

This means there is always something happening within the industry communities somewhere around the globe all year round. In-between trade fair dates we activate the networks by means of selective well-timed digital events – such as web sessions on exciting industry relevant topics. This continuous digital content flow is amplified by our trade fair portals that feature the latest gossip of the industry in their online magazines. They include blog.drupa.com, mag.k-online.com and mag.euroshop.de of the world’s No.1 retail trade fair EuroShop – The World′s No. 1 Retail Trade Fair , to name but three.

Companies can leverage the reach of our trade fair portals for their digital marketing activities and generate valuable leads precisely within their target groups. To this end, the recent relaunch of exhibitor profiles on our websites offers a coherent, up-to-date design for mobile devices making it easier to find and contact companies. Users can also filter the ranges by personal interests. The better updated and comprehensive the profiles are with news or product videos, the better firms and products can be found and higher ranked for searches.

All these activities make Düsseldorf’s No. 1 trade fairs and their communities the hub and lynchpin for their industries – during the trade fairs on site and digitally all year round. Making sure you always meet the right people.

The Messe Düsseldorf Group

Messe Düsseldorf is among the most successful trade fair companies worldwide. It hosts around 40 trade fairs including 20 leading international trade fairs at its 613,000 m2 exhibition centre on the Rhine. In the 18 halls the international market leaders and top decision-makers of various sectors get together every year in order to present and discover innovations, to exchange and network. The sectors of expertise of Messe Düsseldorf include: “Machinery, Plants and Equipment” (drupa, K, interpack, glasstec, wire and Tube); “Retail, Trades and Services” (EuroShop, EuroCIS, ProWein); “Health and Medical Technology” (MEDICA, COMPAMED, REHACARE); “Lifestyle and Beauty” (BEAUTY, TOP HAIR) as well as “Leisure” (boot, CARAVAN SALON). Add to this numerous conventions, corporate events, conferences and meetings by its subsidiary Düsseldorf Congress. Abroad, Messe Düsseldorf organises 75 events and participations. The global network of the group of companies encompasses 76 foreign representatives for 139 countries – including 6 international subsidiaries.