Hannover Messe wooing U.S. manufacturers

Hannover Messe has a reputation as the world's leading manufacturing trade show. They are working to get this part of the world to come to Hannover Fair for this year's event.
By Bob Vavra, Editor March 1, 2009

Hannover Messe has a reputation as the world’s leading manufacturing trade show. They are working to get this part of the world to come to Hannover Fair for this year’s event.

Manufacturing executives with ties to both Germany and the U.S. touted the 2009 Hannover Fair at events in Middletown, PA and Elgin, IL in February. They were looking to make the case that this year’s fair, to be held April 20-24 in Hannover, Germany, will be more than worth the time and expense, even in a challenging business climate.

“In today’s economy, American businesses need to search far and wide for new customers,” said Jack Nehlig, president of Phoenix Contact USA, which hosted the Pennsylvania event. “Because the dollar is still low against the euro, American products are lower-priced and more attractive to European buyers. Hannover Messe presents a great opportunity to uncover these new markets and partner with international companies.”

“The special appeal of the Hannover Fair for visitors and exhibitors lies in its character as a horizontal platform that covers all applications of industrial automation in production, process technology and buildings,” added Roland Bent, executive vice president for marketing and development of Phoenix Contact GmbH & Co. KG. “Moreover, we have the comprehensive range of technologies from process sensors to integration of automation technology in ERP systems. In Hannover, you have the unique possibility of experiencing products and innovations in the overall context of solutions.”

“Boris Becker once said, ‘Wimbledon is my living room.’ Well, Hannover is our living room,” said Frank Mueller, president of Kaeser Compressors at the event in Illinois. “This is where our customers see our best side %%MDASSML%% even better than the best side they usually see.”

“It’s always well worth our time to be there,” said Rob Hanes, director of marketing at Harting Inc. of North America, host of the Illinois event. “In 2008, we had more than 2,000 qualified leads. Year over year, it’s always a successful show.”

One reason for the success is the sheer size of the event. Hannover Fair covers more than 5.4 million square feet of trade show floor and attracts more than 240,000 visitors annually. “Why should Americans attend Hannover Fair?” said Marco Siebert of Hannover Messe. “This is your chance to see the innovation that will shape tomorrow.” To that end, more than two-thirds of all exhibitors at Hannover fair will unveil new technology at this year’s event.

“Our partners and exhibitors are keen to meet new partners and show new innovations,” said Siebert. “The Fair doesn’t concentrate on one area. There are areas for industrial automation, power transmission, fluid power and it shows how it all works together.”

Plant Engineering and its international e-book, Global Plant Engineering , are media sponsors of the 2009 Hannover Fair. Hannover Messe has prepared special travel packages for U.S. attendees. Go to www.hannovermesse.de for more information.