04.04.2019
The time is ripe for a new beginning
When we look across the border into our northern neighbour country, we get a picture of what we can only dream of in Switzerland. The AMB Stuttgart. It calls itself the "International Exhibition for Metalworking" and for once does not move in superlatives. Quite in contrast to Switzerland. The Swiss industrial platform of the future has taken place in December 2018, where all the players in Swiss industry meet in one place according to their own advertising, closely followed by the leading Swiss trade fair for machine tools, tools and production measurement technology, where, according to the makers, the best companies in the Swiss MEM sector will gather.
Reality is showing itself from a slightly different angle. AMB Stuttgart is developing into the leading European trade fair because exhibitors and visitors are carrying it from one record to the next. EMO, on the other hand, as the current leading trade fair, appears somewhat paler. It is stagnating in Hanover and in some cases is even declining a little. AMB shines like a bright star. And rightly so. What has long been a desired platform for Swiss manufacturers also attracts high-quality visitors. In 2018, around 2,500 Swiss people visited the AMB. It is interesting to note that more than half of these visitors come from companies with more than 200 employees. The fact that AMB Stuttgart is gaining ground with us is shown above all by the fact that almost two thirds of these 2,500 Swiss people were first-time visitors.
What do we conclude from this?
- AMB is and will remain a top trade fair in Germany with a European appeal
- The importance of AMB will increase
- The manufacturers of this world gather in the even years in Stuttgart
- With the growing satisfaction, the already high budgets of the exhibitors will continue to grow
- EMO in Hanover remains important and attracts exhibitors and visitors from all over the world as the largest event of its kind in the odd years
Against the background of AMB and EMO, how does Switzerland position itself in the immediate vicinity?
- AMB and EMO are shows of performance for the exhibitors. You show what you have and who you are. As a result, considerable budgets are used for participation
- Swiss manufacturers will participate in both trade shows
- Customers of the manufacturers, especially from larger Swiss companies, will not be able to afford not to visit the two trade shows
- Swiss manufacturers meet their top customers, including the most important Swiss customers, at AMB and EMO
What could be the consequences for the Swiss trade fair landscape?
- The manufacturers are no longer willing to invest in budgets like in the past for a domestic market and stay away from national events
- The exhibitions are mainly organised by the Swiss dealers and although they have very attractive offers, the events lack Swissness
- Events become less attractive for visitors
- Fewer exhibitors lead to fewer visitors. Fewer visitors lead to fewer exhibitors. The downward spiral continues
What needs to be done?
- What is needed is a leading trade show that positions itself in the Swiss domestic market with and not against the leading trade shows EMO and AMB
- This trade show is located in the German-speaking part of Switzerland
- The event must be designed in a cost-effective manner and its content must be tailored to the specific needs of the country
- The trade show must develop into an indispensable networking platform for the Swiss industry with forward-looking offers for exhibitors and visitors
Do you also think that the time is ripe for a new beginning?
If so, then take (another) look at our concept and click here.
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