Interview
Dr Gruchow says Deutsche Messe is
in the process of sending out tenders
to potential providers, but is also keen
to keep some control in-house.
“There are options to have a
campus network or a network
provided, but we would like to offer
both. It could provide a unique
chance for business,” he says.
Certainly, there is plenty of space
in which to work: 1m sqm inside the
fence and 1m sqm outside. There
is a total of 25 halls inside, as well
as a vast open air site. Dr Gruchow
notes that, with the capability of 5G
technology, Deutsche Messe will be
able to offer some companies the
opportunity to use the fairgrounds as
a huge testing field, “something which
you can’t do in public”.
“If you want to check out 5G in the
automotive sector, this step provides
a great opportunity that no other
venues can offer,” Dr Gruchow adds.
Post-CEBIT?
CEBIT was for 33 years one of the
real big tradeshow success stories for
Deutsche Messe, but times change.
What was the barometer of European
tech, and the world’s largest IT
conference, was cancelled in 2019.
“It was not appropriate any more to
do an international horizontal event
about IT and digital technologies. That
was the reason we shut down the
format that worked well for decades,”
explains Dr Gruchow.
“But we have set up 22X, a new
format for the same industry. It
is about the latest software and
digital technologies for small-sized
exhibitors to mid-sized companies,
like Deutsche Messe itself,” he
continues.
“Since the cancellation of CEBIT
our experts realised there was
no platform where they could
inform themselves about the latest
technology for IT security, for server
versus Cloud technology, for financial
or purchasing software or HR.
Government was also looking for
new software and opportunities, but
where is the platform in the German-
w w w.exhibitionworld.co.uk
speaking region?”
22X is targeted at Germany,
Switzerland and Austria with a very
much down to earth approach. “It
is,” says Dr Gruchow, “an event that
combines exhibitions and forums
where users of such software
can spread their knowledge and
experience.
“The real global players do their
own events but the other service
providers still need a platform, which
is why we set up 22X relying on good
contacts we made at CEBIT.”
22X will make its debut in March
2020.
Is this further evidence of big
general shows fading out?
“I am convinced that each and
every industry needs its own events,”
says Dr Gruchow. “Digital and IT
may be different from automotive,
for example, which is always a mix
of B2B and B2C shows. There the
global producers are trying out new
channels of marketing, so the car
industry can be said to be special.
“We do several car and truck shows
around the world ourselves and
when the IAA car show in Frankfurt
was suffering, just the week before
we had an excellent Chengdu motor
show which was well attended.”
Perhaps Deutsche Messe is
becoming more of an organiser than
a venue company? It is certainly
Above:
Still the biggest:
Deutsche Messe is
not resting on its
laurels
adding plenty more strings to its
business bow.
“As a venue owner we are
limited by capacity and calendar
in Hanover,” says Dr Gruchow.
“Nevertheless, we always try to
attract new events because of the
infrastructure and ability to use our
venue to a modular scale.” And he
notes the Deutsche Messe catering
subsidiary means the business is able
to combine lots of services. He points
out the company is also part owner of
SNIEC, a success story JV in Shanghai.
“We also have a large technical
department with 200 employees and
a worldwide network of consultants
that offer a range of services,” he
adds.
The good Doctor may have stepped
down from the UFI trio but the
association will not lose access to his
experience for a while yet, and he
clearly feels a wrench at the thought
of stepping away. “It has been real
intensive work that has been exciting
to be part of and to help implement
the strategy. I am still dedicated to
providing my experience to UFI.
“I want to work on structure
going forward, as I see it as an ever
evolving progress. In fact the work is
never done. In Bangkok I have been a
moderator and in future I would like
to still contribute to the success of this
network.”
Issue 6 2019
37