Conquering international markets with the support of the German Federation -- MEDICA - World Forum for Medicine

Conquering international markets with the support of the German Federation

Foto: Christine Zander

Christine Zander; © AUMA

Small and medium-sized businesses frequently don’t dare to venture abroad because they are afraid of the time and cost expenditure to present at international trade shows. Yet financial and organizational support is available from the German Federation for precisely this purpose. Christine Zander from the AUMA Association of the German Trade Fair Industry explains what this help looks like during the MEDICA TECH FORUM.

The AUMA coordinates the Foreign Trade Fair Program of Germany (AMP). The German Federation wants to make it easier for primarily small and medium-sized enterprises (SMEs) to export into foreign and difficult markets. "Trade fairs abroad are important for companies in that they permit a closer local connection with the customer and subsequently better control over supply and demand," explains Christine Zander in her lecture at the MEDICA.

Foto: Messestand des AUMA

Made in Germany - an umbrella brand with high value; © AUMA

What many SMEs are not aware of: the Federal Ministry for Economic Affairs and Energy (BMWi) and AUMA offer support both in terms of organizing and financing a trade fair presentation within a German joint participation abroad. "Approximately 50 percent of direct trade show expenses are assumed by the German Federation,” says Zander and adds "Renting the booth is entirely our responsibility. The involved parties merely need to finance their personal travel and lodging expenses." The subsidies are made possible by the BMWi budget for promoting participation in trade fairs and exhibitions abroad which allocated 42.5 million Euros this year.

The German Trade Fair Organizer then organizes events on site and offers a joint information booth for example. "This also saves personnel and time," emphasizes Zander. "Prior to this, a simplified application process adds to this. It is important for us to convey that the Made in Germany umbrella brand carries an outstanding image. Based on our experience, the joint booth has a very positive impact on trade fair visitors." This is also reflected in the number of contacts made by each exhibiting company per AMP participation which is an average of 90 visitors.

Interested parties can find information on more than 5,300 trade fairs around the world that are relevant to the German export-oriented industry in the trade fair database on the AUMA homepage.


A date to remember:

Christine Zander, AUMA

Lecture: "Erfolgreicher Messeauftritt im Ausland" (Successful international trade fair appearance)


19.11.2015, 11.00 – 11.30 h

Foto: Natascha Mörs

© Barbara From-

Author: Natascha Mörs; Translation: Elena O'Meara.