MTL boss outlines exhibitions strategy

London - Trade exhibitions “are never wasted and have proven their worth down the years, not least by small UK companies seeking to make a name for themselves,” according to Graeme Philp, chief executive of MTL, speaking at a press conference to preview the forthcoming Hannover Fair, 21-25 April.

MTL's boss described the Hannover Fair as one of the few events to have kept pace with changing needs of the market in recent years. “It is [European] regional, approaching global, even though it has still some development work to do,” said Philp, who named Interkama, ISA, and Miconex in China as the only remaining “must attend” exhibitions for MTL.

Listing the issues facing trade shows today, Philp said “All trade shows are facing huge challenges from new media. People are very busy nowadays. If you go to an exhibition you have got to have a good reason for being there. You get much fewer timewasters nowadays." He added that, in contrast to the past, companies no longer wait for trade shows to sign or major contracts or for major product launches.

Amid all the changes to the exhibitions and their audiences, trade exhibitions are still excellent networking opportunities. But, concluded Philp: “Visitors no longer come to an exhibition to see and touch a product. They are now much more interested in learning about the total package. Knowledge transfer and education is at least as important as product display. It’s all about helping the customer to keep up with technology.”

The Hannover event will feature 5,000 exhibitors across its ten major trade shows: Interkama+, Factory Automation, Industrial Building Automation, Digital Factory, Subcontracting, Energy, Pipeline Technology, Power Plant Technology, MicroTechnology, Research & Technology.