EMO growth fair: Content is King
At leading trade shows, content—not exhibits—is the key factor for an industry community. Jochen Köckler explains why that is.
The world's leading trade fair for metalworking, EMO, from September 16 - 21, 2019, is the most important marketplace for the Swiss machine tool industry. It is one of several leading world trade fairs in Hannover. Jochen Köckler, Chairman of the Board of Deutsche Messe, was in Switzerland to discuss the latest developments at EMO, the world's leading trade fair for metalworking, in Hannover, Germany, Sept. 16-21, 2019.
He said, "Today it's all about content, not square meters." Wilfried Schäfer, Managing Director of VDW, organizer of EMO, added: "A leading trade show today must reflect the digital transformation in its industry, otherwise it is not a leading trade show." A visitor today no longer comes to the trade show to view products as he did 20 years ago, he wants to see solutions.
"But of course the exhibitors have to follow suit. I can't have a central theme of "Smart Technologies" at an EMO and not have it represented by the exhibitors," added Jochen Köckler.
Key figures from EMO in Hannover from September 16 - 21, 2019 make it clear why it is such an important marketplace for the world and the Swiss machine tool industry: In 2017, 2133 exhibitors from 47 countries came to EMO on 175,000 square meters (gross: 290,000 square meters). 130,000 trade visitors from 160 countries attended, of which over 50 percent were from abroad. From Switzerland, at least 100 exhibitors will participate on 9500 square meters in 2019. There is a good reason for this. In 2018, Germany accounted for more than one-fifth of Switzerland's exports at 1.16 billion euros, mainly in laser technology, with a 13 percent increase to 1.2 billion euros, making it the largest market ahead of China, a key visitor country, the United States, Italy and France.
Hannover is the world's leading trade fair venue for digitization. That's one of the reasons why Swiss high-tech grinding and laser processing company Agathon has been exhibiting in Hannover since 1951. Its chief technology officer, Stephan Scholze, says, "We come here because we meet our global stakeholders in one place, people who may not have time for us during the year." That's one of the reasons why flagship trade shows in Germany are so successful.
"We feel a huge interest in EMO from all over the world," said Köckler. Why? "Decisions are not made on social networks."
He said, "Today it's all about content, not square meters." Wilfried Schäfer, Managing Director of VDW, organizer of EMO, added: "A leading trade show today must reflect the digital transformation in its industry, otherwise it is not a leading trade show." A visitor today no longer comes to the trade show to view products as he did 20 years ago, he wants to see solutions.
"But of course the exhibitors have to follow suit. I can't have a central theme of "Smart Technologies" at an EMO and not have it represented by the exhibitors," added Jochen Köckler.
