How to connect with Buyers at a German Trade Fair? Let me suggest a Shortcut!

German trade shows are the place to be if you want to learn about the latest technologies, update yourself on international market trends, and meet potential business partners from all over the world. According to the Association of the German Trade Fair Industry (AUMA), around two-thirds of the world’s leading trade fairs take place in Germany. Every year, around 150 international trade fairs and exhibitions are hosted in the very heart of Europe, attended by 180,000 exhibitors and around 10 million visitors. Many return year after year, while for others it is the first time.

You also intend to travel to Germany – maybe even at short notice? You wish to meet new business prospects at FachPack, K, anuga, Frankfurt bookfair, productronica, AGRITECHNICA, …, or develop your business during any of the other upcoming exhibitions?

Without local help, it can be difficult to quickly gain success.

However, you are busy, not familiar with the language and the culture, and you do not really know where to start looking for potential business prospects?

Then, why not make use of a German speaking person to help you arrange for meetings with potential buyers, new suppliers, or to just identify other relevant market players?

I am happy to help you out!

I offer step-by-step companionship for small and medium-sized enterprises according to their maturity level in the German market. The focus is on helping foreign companies overcome the language barrier as well as understand and avoid pitfalls that often derive from cultural differences.

You should hire me if you want to gain a better understanding of your opportunities in Germany, and you value a local’s help in finding buyers and potential business partners.

Learn more about my work and past projects: You’ll make it in Germany!

Or just send your query to, or give me a call: +49 89 46 22 42 52.

When I say “pragmatic”, I mean “pragmatic” (here supporting a manufacturer of concrete flooring machines during bauma 2019)

Choice of upcoming shows

FachPack in Nürnberg (Nuremberg)

24 – 26 September 2019

Claim: “With specific answers to the issues that will be affecting the industry in the future and practical solutions for the challenges of tomorrow, FachPack showcases everything you’d expect from the packaging process chain – like ground-breaking innovations and pragmatic thinking, the strongest trends and surprisingly diverse perspectives. Because the European trade fair for packaging, processing and technology is primarily about the people, the movers and shakers, as well as opportunities. You’ll sense it in every hall – in discussions with visitors and when initiating new business contacts.”

anuga in Düsseldorf (Dusseldorf)

5 – 9 October 2019

Claim: “The world’s leading trade fair Anuga is the most important industry meeting point of the food and beverage industry. With 7,405 exhibitors and around 165,000 trade visitors, the Anuga is the world’s largest trade fair, the No. 1.Global trends are presented in a structured way in 10 trade fairs under one roof and thus provide impulses for the future.”

[…although, I believe, Frankfurt bookfair is still bigger….]

IFRA World Publishing Expo & DCX Digital Content Expo in Berlin

8 – 9 October 2019 (plus 7 and 10 October)

Claim: “IFRA is THE meeting of the global publishing community, with focus on successful print strategies. In addition, DCX will focus on digital trends as a stand-alone platform: This is where decision-makers and also content strategists outside the publishing world learn how to produce, distribute and monetise content in every form even faster and more efficiently with the aid of state-of-the-art technology.”

Frankfurter Buchmesse (Frankfurt)

16 – 20 October 2019

Claim: “Frankfurter Buchmesse is the most important marketplace worldwide for printed and digital content and a great social and cultural event. In October, publishing experts, writers, players from the creative industry and culture enthusiasts from across the world will meet here to network, discuss, negotiate, make decisions, to marvel and celebrate. Frankfurt becomes the worldwide hub of the media and publishing industry in October, with ground-breaking contracts, innovative technologies and world literature you can touch.”

K in Düsseldorf (Dusseldorf)

16 – 23 October 2019

Claim: “Taking up the current challenges, around 3,200 international exhibitors will be showing you the latest developments and groundbreaking innovations in the plastics and rubber industry. The current challenges of our era not only will be among the hot topics touched on at the exhibitors’ stands but will also be covered comprehensively in the supporting programme.”

AGRITECHNICA in Hannover (Hanover)

10 – 16 November 2019

Claim: “At the world’s leading trade fair for agricultural technology, all the leading companies in the industry present their innovations. AGRITECHNICA is the showcase of the global agricultural engineering industry and a forum for the future of plant production.”

productronica in München (Munich)

12 – 15 November 2019

Claim: “Being the world’s leading trade fair for electronics development and production, productronica has many new things to offer to its exhibitors and visitors: World premieres and products, solutions and innovations spanning the entire value chain. Exclusive career opportunities with exciting networking formats. And, as usual, a top-class supporting program with specialist trend topics.”

BrauBeviale in Nürnberg (Nuremberg)

12 – 14 November 2019

Claim: “Over 40,000 trade visitors in 2018, BrauBeviale was the most important international capital goods exhibition for the whole beverage production process chain: raw materials, technologies, logistics and marketing. Small and medium enterprises and global players from Europe and the rest of the world used the creative atmosphere at BrauBeviale to develop solutions. It has long been one of the leading European exhibitions for the production and marketing of beer and non-alcoholic drinks.”

MEDICA in Düsseldorf (Dusseldorf)

18 – 21 November 2019

Claim: “…the world’s largest event for the medical sector.”

formnext in Frankfurt

19 – 22 November 2019

Claim: “…is where experts from a wide range of industry sectors, such as automotive, aerospace, mechanical engineering, medical technology, electrical engineering, and many more, come together to discover additive manufacturing, industrial 3D printing, and innovative production technologies for themselves.”

smart production solutions – SPS in Nürnberg (Nuremberg)

26 – 28 November 2019

Claim: “With its unique concept, SPS covers the entire spectrum of smart and digital automation – from simple sensors to intelligent solutions, from what is feasible today to the vision of a fully digitalized industrial world.

SPS is the highlight event of the automation industry. It is a source of inspiration and a platform for innovation. Experts on site will present the following topics: Control technology, IPCs, Electric drive systems and components, Human-machine-interface devices, Industrial communication, Software & IT in manufacturing, Interface technology, Mechanical infrastructure
Sensor technology”

The What, Why and How of Attending Trade Shows in Germany: Hands-on Advice for both Visitors and Exhibitors Kindle Edition

German Trade Fairs
You can either read my book or hire me to help you out. Or even better: do both!

The What, Why, and How of Attending Trade Shows in Germany answers numerous questions that newcomers to German trade shows would typically have: “What do I need to consider when looking at German events? What show(s) can help me achieve my identified business goals in my specific industry? How can I make the most of my trade show participation and increase my return on investment? What approach should I – as a visitor – take when it comes to discussing business with Germans? How can I – as an exhibitor – attract the local target audience?” In short, “What do I need to know to be successful?”
Readers will benefit greatly from this concise and practical how-to manual, in which several top industry experts have shared their advice. Focussing on international business relationships, this e-book provides many examples of how and why culture matters. The text is wrapped up with some general advice for business travellers to Germany.