The USA is making its debut as the Partner Country at the world’s largest industrial technology event, Hannover Messe
The Clear Message: Select USA!
Stefan M. Selig is the Under Secretary of Commerce for International
been talking about it for months and now we are only a few weeks away. The
largest industrial trade fair in the world, Hannover Messe, will take place in Hannover,
Germany from April 25th to the 29th. For the first time
in the nearly 70 year history of the fair, the United States will be
participating as the Partner Country, which will ensure that our delegation
will have the prime locations to achieve the strongest exposure. And because of
this historic opportunity, we will be bringing the largest U.S. delegation of
companies and organizations in the fair’s history to Germany. You can click here to see the members.
matchmaking power of Hannover is reflected in the successful connection between
the German steam generator
and the city of Philadelphia. Two years ago, representatives from CERTUSS met
with members of the Pennsylvania delegation. After their meeting, CERTUSS chose
Philadelphia as the location for their North American headquarters, opting to
take advantage of the city’s strategic position on the Northeast Corridor
railway line, its freight transport infrastructure, and the human capital from
the area’s colleges and universities. Successes like this are precisely why a
dozen Pennsylvania companies will be attending Hannover to showcase their
products and services.
For Montana-based Resodyn Acoustic
provider of services and equipment solutions for industrial sound mixing, the
reasons for participating in Hannover include growing their customer base
globally and to facilitate product introductions with representatives in a
variety of industries and companies. The Colorado based original equipment manufacturer
Air Squared will
be participating in a return trip to Hannover to establish a customer base in
Europe or Asia, which has been a long-term goal for the firm. We’ll be
featuring many of our exhibitors online throughout the month, and you can keep
up with them on the Department of Commerce blog.
in the U.S. delegation will not be doing their work alone. Our
and SelectUSA teams are sending experts from 25 global markets to
counsel exhibitors on opportunities, and help close deals like the ones
highlighted above. Our International Trade Administration industry
experts will also
be in attendance to provide sector-specific intelligence to help our exhibitors
stay ahead of the curve. We will maximize
our pavilion positions by arranging guided booth tours and facilitating promotional
opportunities. We will also leverage our networks of contacts to promote
businesses, research institutions, and economic development organizations to
qualified buyers, distributors, and other potential partners.
maximizing opportunities from Hannover relies on sound planning ahead of time.
One of the most important things to consider ahead of the fair is considering how to protect your
when venturing overseas. That is why our U.S. Patent and Trademark Office is
offering several resources to provide guidance on how to protect your IP. This
includes an IP Awareness Assessment Tool to help businesses understand
how an IP strategy could work for them, and an online tool kit to offer
guidance on patent litigation. Our colleagues in Germany have also compiled a
list of additional resources to help your IP for members of our delegation.
for the first-timers to either Hannover Messe or any trade fair, there a few
tips to keep in mind. Make the most of your time by attending relevant
educational sessions, networking opportunities and through appointments with new
or current clients. Be pro-active when it comes to
potential partners by starting a conversation, know your target buyer, and
prepare for your follow-up after you have identified your buyer. Finally, avoid rookie mistakes: research your lead before
following up and conduct a multi-channel response when it is time to reach out.
The steps that will bring you success in Hannover are precisely the steps that
will bring you success in trade shows in the years to come.
Hannover Messe will not only be a showcase for the
second-to-none goods, services, and innovations the U.S. industrial technology
community can offer. It will also be a showcase for my agency, the
International Trade Administration, in carrying out its mission to create
opportunities for U.S. workers and businesses by promoting international trade
and business investment, and by fostering a level playing field for American
businesses. With offices in more than 100 U.S. cities and 75 international markets we are
available to help U.S. companies succeed in the global marketplace.
Updated FTA Tariff Tool Helps U.S. exporters calculate tariff benefits under TPP and make strategic business decisions
Assist. Secretary Marcus Jadotte visits Meltwater Entrepreneurial School of Tech in Ghana during ITA's Educational Trade Mission