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The Key to Trade Show (and probably any) Success: People
With 70% growth in trade show business for IFA organisers Messe Berlin over the past three years, the organisation’s dynamic CEO, Dr Christian Göke, explained, at this week’s opening press conference, the reasons behind this success:
“We are very pleased with this overall result, to which IFA has contributed considerably. We are doing well with our existing shows, and we are thriving with regard to new market launches – especially abroad. But ultimately, this business is entirely driven by people, like Jens Heithecker (eds: IFA executive director) and Dirk Koslowski (eds: IFA senior executive manager), because we are a people business. We depend on our people to see the moment to seize the opportunities, to discover market openings and to see business models where other people do not see business models. Therefore, keeping our talent, growing our talent, making our talent feel at home in our company: this is probably the main critical success factor for us, and luckily enough, in our upper management, we have an incredibly low fluctuation over the last 50 years, and that helps tremendously.”
When Dr Göke talks about Messe Berlin’s international adventures, he is referring to such initiatives as the already successful CE China show, the second edition of which took place earlier this year in Shenzhen, or the brand new ITB China show – a massive new travel and tourism trade event launched in Shanghai this year, which was also a phenomenal success. What’s around the corner? Another CE show? Watch this space in coming days…
In any case, our hats go off to the entire IFA team; wonderful people thanks to whom this year’s show is set to be an exceptional vintage.