The event focused on concrete tools from the "toolbox" of internationally active medium-sized companies. Titled "Smart Marketing Worldwide – Current Strategies for SMEs Along the 4 Ps," this year's event centered on marketing and sales, and with them, the classic 4 Ps of the marketing mix. 286 participants took advantage of the opportunity to gather comprehensive information and network with one another.
To kick things off, Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Development (TMWLLR), welcomed the numerous guests during a discussion with Dr. Ralf-Uwe Bauer, President of the East Thuringian Chamber of Industry and Commerce in Gera, and Andreas Krey, Managing Director of LEG Thüringen . TMWLLR, LEG, and the Thuringian Chambers of Industry and Commerce Association (AWT) were once again the organizers of the AWT this year. Further insights were provided by the keynote address, "Smart Marketing in Transition – Global Trends for SMEs," delivered by Markus Milz, a management consultant and sales trainer from Cologne. The speaker motivated, informed, and offered many practical suggestions on how medium-sized businesses can specifically leverage the multitude of new digital tools for their marketing and sales activities. He covered a wide range of topics, from AI applications and social selling to corporate influencer marketing, IT agents, and the intelligent aggregation of data. One of his key points was that adaptability in times of change is a crucial success factor for companies – a concept that the AWT event format itself generally supports. Two short presentations following the keynote address explored the 4 Ps: Product, Price, Place, and Promotion. The subsequent panel discussion also addressed specific challenges and solutions: Under the motto "The 4 Ps in Practice – What Really Works?", entrepreneurs from Thuringia discussed the topic, shared their experiences, offered suggestions, and answered questions.
The accompanying exhibition, which could be visited during the event, offered a wealth of information, particularly during the midday coffee break and at the concluding reception with refreshments. As in previous years, the AWT also provided numerous opportunities for in-depth discussions with our international representatives and experts who advise and support Thuringian companies in various countries and regions as they establish and expand their operations locally. Optionally, a short pitch and sales training session in English was offered after the AWT, from 4:00 to 5:00 p.m. This session was led by Daniel Feldkamp, who recently opened the US office in Chicago and is the contact person for Thuringian companies looking to do business in the United States. This final program item also followed this year's objective of providing all attendees with practical guidance and concrete advice – a concept that proved successful, as the program content was met with an overwhelmingly positive response from the numerous guests.
Background:
The AWT (Academy for International Business) is the leading annual event for Thuringian foreign trade and provides Thuringian companies and researchers with a platform for diverse information and exchange regarding their successful engagement in foreign markets. Especially in times of increasing global economic and geopolitical challenges, the AWT aims to provide guidance, foster collaboration, and instill courage and motivation for international business. In-depth presentations, informative dialogue formats, and the opportunity to exchange ideas with our international representatives and partners from four continents offer all participants numerous opportunities to optimize their internationalization efforts.
