08.02.11 AHP Merkle focuses on trade show strategy 2011

Following a successful trade show appearance at the Euromold 2010 in Frankfurt am Main, the world's largest trade show for tool and mould construction, AHP Merkle is pursuing a focused trade show strategy for 2011. After all, the trade show's internationality and focus on the automotive and mechanical engineering segments enable the company to address its target audience with extreme accuracy. "We had very good discussions with the decision-makers in these segments", says managing director Christen Merkle. Investing in a booth twice the previous size has also paid off handsomely for the company from the South Baden region.

AHP Merkle has evaluated the focus of and visitors to trade show exhibitions in relation to its own target audience. The company will be present at the Intec in Leipzig from 1 to 4 March, at the Fakuma in Friedrichshafen from 18 to 22 October, and then at the Euromold in Frankfurt from 29 November to 2 December. "This focus allows us to concentrate on trade show preparations and post-processing as well as on how best to address and care for our customers", says Christen Merkle in explaining the decision. One consequence of the strategy will be AHP Merkle's absence from the Hanover trade show for the first time ever. Although it offers an impressive cross-section of ground-breaking technology, its sheer size and variety coupled with the differing interests of visitors to the trade show provide a less than ideal framework for the company in which to successfully address its target audience.

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