Four questions for ... Christoph Nowak

Christoph Nowak, Project Manager Surface Technology Germany and parts2clean at Deutsche Messe, Interview: Robert Piterek

Mr. Nowak, you are organizing Surface Technology from 4 - 6 June in Stuttgart. What can we expect?

The usual range again! While we were still feeling the after-effects of coronavirus in 2022, that's no longer the case in 2024. We have already exceeded the level of 2022, but are not yet back to pre-corona levels. We are once again in exhibition hall 1, with the ZVO trade fair stand in the center with around 60 companies, for example, and a trade fair stand opposite the specialist forum that presents the entire surface treatment process chain. The VDMA's offer is also interesting for further digitalization in the industry. The association advises companies on the Industry 4.0 standard OPC UA for data exchange in the field of industrial automation.

I am also pleased about the joint stand from Japan with ten exhibitors. We are seeing increased activity from Japan. But Turkey and Italy are also strongly represented. The program in the specialist forum is broader, we have significantly more applicants than places and are divided into specialist sessions and product presentations. The programme ranges from cleaning, pre-treatment and new processes to lightweight construction and digitalization to the future of surface technology with green manufacturing and fully automated electroplating. There will also be topics relating to REACh and energy efficiency as well as PVD/CVD. Our innovation hub AI in surface technology is also interesting, where some companies will be presenting their results.

"For a successful trade fair appearance, you reap what you sow!"

What distinguishes a successful exhibitor from a less successful one?

"You reap what you sow." Gone are the days when you could simply wait for new customers at a trade fair. Today, it is important to invite customers and be out and about in various media. In addition, the product categories in the exhibitor's trade fair presentation must be meticulously maintained. Many exhibitors do not do this, which means that participants at the trade fair lack orientation.

Every trade fair has its own portal and that means effort for the exhibitor, so I can well understand it. But it is worth investing here. If you enter infrared drying, for example, you may only find the companies you already know. Others have not registered at all. Many believe that if they are on site anyway, this is not necessary. However, the trade fair visitor is overloaded with impressions and needs guidance and meaningful information. It makes sense to tease your own offerings in advance via a press release, provide information about current projects and publish white papers as part of campaigns. This creates curiosity and, if the sender is still at the trade fair, one thing leads to another and possibly to new orders. It can also work out that a company with a smart stand design and good products also wins new orders, but the above-mentioned tips usually make the difference. And these were just a few examples.

What does this mean for what happens at the stand?

It can happen that you come to a stand and have the feeling that you are interfering. That is of course criminal. An attractive and sensibly planned stand is important. If you only have barriers, that is unfavorable. The team also needs to be motivated and not just stand to the right and left of the post like a goalkeeper, but also come out and talk to people. It's good when exhibitors ask us these questions and we can give them tips. Especially if they are small hidden champions that don't have a marketing department. However, there should be less marketing staff on the stand and more sales staff and technicians.

What is the difference to the trade fair in 2022?

Now that coronavirus is a thing of the past and travel behaviour has returned to normal, we will be holding an exhibitor evening again for the first time since 2018.