Are trade fairs typically German?

Martin Roschkowski: I wouldn't call it typically German. Trade fairs and similar formats exist all over the world. Because the need to have an intensive personal exchange on a topic is deeply rooted in people. The fact is, however, that - for historical and geographical reasons - Germany has developed into one of the most important trade fair locations in the world. It is not for nothing that around two thirds of the world's leading trade fairs take place in Germany. One example of this is our Formnext in Frankfurt, which has succeeded in becoming the top trade fair for additive manufacturing in just a few years.

How do trade fairs differ worldwide?

At their core, trade fairs are the same everywhere: suppliers and buyers exchange information on the trade fair topic and do business. However, trade fairs can be very different in their characteristics, reflecting national and regional tastes and preferences. In some countries, trade fairs are accompanied by festive rituals and thus become real social events. Elsewhere, a more sober, businesslike atmosphere prevails. As a trade fair organizer that is active in several countries and continents through our parent company Messe Frankfurt, we design trade fairs in cooperation with our local sister companies according to the respective expectations. 'Think global, act local' is very important in our business.

How have digital platforms changed the trade fair landscape?

We are currently experiencing an intensive and almost surprising revival of the classic trade fair. During the coronavirus pandemic, people realized how valuable and important face-to-face communication is at trade fairs. Nevertheless, the wheel of digitalization cannot be turned back in our industry either. In addition to our trade fairs, we will also offer digital platforms for communication between suppliers and users of the technologies we represent.

How important is a suitable supporting program, such as forums, special areas, etc., for trade fairs?

Our surveys suggest that the supporting program is not the main focus of a trade fair visit. First and foremost is the exchange between visitors and exhibitors. And yet, for us, high-quality supporting programs are simply part of a trade fair. Above all, we want to offer this to our visitors as part of a holistic trade fair experience.

"The need to engage in intensive personal dialog on a topic is deeply rooted in people"

Why do you recommend attending trade fairs - both as an exhibitor and as a visitor?

Because nowhere else can so many people come together to discuss a topic in person in such a short space of time. It is and remains a highly efficient, perhaps the most efficient form of communication. The exchange between providers and users massively advances the overall development of a topic - in all its aspects, including economic aspects. This is especially true for the technologies we focus on at our trade fairs.

What should companies bear in mind when addressing trade fair visitors?

Visitors today come to a trade fair better prepared than ever before. However, they no longer take as much time as they used to. It is therefore important to communicate in advance, at the right time and on an individual basis, what visitors can expect at an exhibitor's stand. In general, it is important for exhibitors to invite their existing and potential customers themselves. Only in combination with our marketing activities as organizers can we jointly achieve the maximum possible reach and awareness.
And then, of course, there is the experience at the stand itself. Despite all the expectations of efficiency that visitors bring with them to the trade fair, friendliness and a cup of coffee are still trade fair accessories that look good on an exhibitor.

What trends and challenges do you see coming up in the trade fair sector and how are you addressing them?

As a trade fair organizer, we believe that thinking only in terms of three or four days is outdated. Our approach is to offer exhibitors and visitors, i.e. suppliers and users, platforms all year round where they can exchange ideas, do business and stay in touch. Physically and digitally.

What do you personally like most about trade fairs?

The air 'burns' at good trade fairs. You can feel the energy in the halls. It's the volume, the whole atmosphere that makes you feel that things are happening here. It's a unique feeling that I think everyone, whether exhibitor or visitor, can feel. And to be honest, having a beer at a trade fair party after the fair has closed is not to be sneezed at either.

SPS - Smart Production Solutions success story

© Uwe-Niklas

This year, SPS, a trade fair organized by Mesago Messe Frankfurt, is opening its doors for the 32nd time. Launched as SPS IPC Drives in Sindelfingen, the trade fair has developed over the years into the international industry meeting place for automation technology. The fact that the trade fair has constantly adapted to the requirements of the market has also contributed to its success. One example of this is the name: for 29 editions, the name of the trade fair, SPS IPC Drives, has been made up of the three main topics SPS (programmable logic controllers), IPC (industrial PCs) and Drives (electric drives). In addition to these three original components, however, the trade fair now covers a much broader spectrum of solutions for future-oriented automation.

Technical progress and the digital transformation of the industry have also been reflected at the trade fair for some time now. To reflect this development, the automation technology industry get-together has been called "SPS - Smart Production Solutions" since 2019. The industry event has also established itself internationally: In 2010, the SPS Industrial Automation Fair Guangzhou, or SIAF Guangzhou for short, made its debut. This was followed by SPS/IPC/DRIVES Italia in 2011. In 2015, SPS Automation India and Smart Industry Solutions were held in Shanghai for the first time. From 2024, there will be a sister event in the United States of America.

This year's edition of the trade fair starts in Nuremberg on November 14. After the trade fair had to go through a turbulent time during the coronavirus pandemic, the organizers are picking up where they left off with SPS 2023: With the addition of Halls 3C and 8, the trade fair will take place in a total of 16 halls and around 1,300 exhibitors are expected.

As an official media partner, Computer&Automation will once again accompany SPS - Smart Production Solutions this year with extensive reporting - in the run-up to the trade fair in our issues 10 and 11, during the trade fair with the only official trade fair newspaper "THE OFFICIAL DAILY" and, of course, at computer-automation.de/sps.