My Absolute Final Recap On The FILTECH Exhibition 2024

Once again, I attended a smaller trade show—this time the Filtech in Cologne, Germany. I could talk about whether it’s good or bad, or if it’s worth attending, but instead, I want to ask a simple question:

What’s wrong with you, Sales?

Companies spend a significant amount of money to exhibit at these shows. Filtech, for example, charges nearly 300 EUR/m2 for space. Add another 600 EUR/m2 for a mediocre stand, and you’re looking at 35,000 EUR for a small setup. That’s before even factoring in travel costs. Nobody actually lives in Cologne, right? ?? So, let’s add 2,500 EUR for a hotel for two people staying five nights.

Here’s my point: when companies invest so much money in these trade fairs, why are the salespeople sitting in the corner, playing on their phones?

So, I was walking around the trade fair and headed to a specific stand. When I arrived, here’s the picture I got:

A small trade fair stand, about 20 m2. I’m standing right in front of it—already pretty much in the stand—and waiting for someone to at least acknowledge me. I’m half expecting to have to unpack my old army voice and start shouting. ??

One person is sitting in the corner at a monitor, staring at it as if they’re seeing the US election results for the first time. The other, a woman behind the counter, is glued to her phone, scrolling endlessly.

Both saw me. I gave them a chance—I really did. After three whole minutes, which felt like an eternity, I had enough and moved on.

I know this company, so I started wondering: maybe it’s because they were French and didn’t want to speak to a German?

Yeah, that must be it. I can’t explain their behavior otherwise.

On the flip side

The Johns Manville Engineered Products stand was an absolute highlight. Their staff were attentive, explained everything to me in detail, and the whole sports bar concept?

Just plain cool. It stood out in the best way.

But such a concept only works in conjunction with what you stand for. Their slogan is, Let's go the #JMextraMile - together! To this end, they've showcased top athletes who have gone the extra mile. Ultramarathons, several Ironmans, extreme cyclists, etc.

If you then have customers who can prove it, nothing can stop you.

Super cool concept. Hats off Chapeau.

One more thing.

Many people completely underestimate this. The power of content creation during a trade show.

99% don't do anything or perhaps post a picture of the empty stand the day before. You can do it, but nobody cares.

At the other extreme are my friends from GI Aqua Tech . They not only book a photographer for the period, but also a videographer. Every conversation is recorded and shared on social media. The videographer creates a cool summary, which is online on the last day of the trade show.

It's a completely different public image.

I always find it very impressive to be with these guys and see that. Hats off!

Yes, I know, now the question comes up again, how are we supposed to pay for it? Well, throw one of the two non-working sales people off the stand and take the money saved and put it into creating content.

Simple, isn't it?

Oh, before I forget—don’t bother going to Filtech. It’s almost entirely focused on air filtration.

Phew...finally, I don’t have to make the trip to Cologne anymore! ??

Cheers Bj?rn

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