Keeping close to customers
Proficiency in English, excellent documentation. Companies looking to exhibit in Scandinavia need to be well prepared, say the professionals from Zwick Roell.
At how many fairs worldwide does Zwick Roell exhibit?
Véronique Braun: The Zwick Roell Group will take part this year in about 80 fairs the world over. In addition we are staging some 30 smaller events, foremost among them the "Zwick Roell Forums". These are events in all the bigger German cities at which we present our new products.Also, several times a year we invite groups of customers from Germany and abroad to Ulm for a "Zwick Roell Symposium". There our visitors have an opportunity to learn about the latest developments on site.
Where are the exhibitions organised from?
Véronique Braun: The fairs in the German speaking area - that is to say Germany, Austria and Switzerland - are organised directly by our headquarters in Ulm. The other exhibitions in Europe and overseas are handled by our local representatives, with support from Ulm.
What do you aim to achieve with an exhibition appearance in Scandinavia?
Walter Ganzenmüller: The chief motive for taking part in exhibitions in Scandinavia is to demonstrate proximity to the customer. This is illustrated, for example, by our appearing not only under the name of our company, Zwick Roell, but also with the name of our local representative and in the national language. Some are established and well-known companies such as Teräskonttori in Finland, while some associates also carry the name Zwick, for instance Zwick Roell Sverige (exclusive agents).
How do you coordinate?
Exhibition planning and appearances are arranged in cooperation between headquarters in Ulm and the respective agents. We decide jointly on the exhibits and documentation and the Zwick posters, and where appropriate these are provided by Zwick. Often a member of the Zwick staff is present at the fair to support the agents.
What is the attraction of Scandinavia for you?
Walter Ganzenmüller: It's the market that draws us to Scandinavia; wherever there is a market for testing machinery that we can access, we try to publicise and sell our products.
What advice do you have for companies wishing to exhibit in Scandinavia?
Walter Ganzenmüller: The most important thing is to put in a professional appearance. The staff should have an excellent working knowledge of English, and decent documentation should be available in English for the visitors. It is useful to employ the services of local exhibition contractors.
Interview: Christine Seizinger
m+a report Nr.5 / 2006 vom 14.08.2006
m+a report vom 14. August 2006