Very concrete tools from the “toolbox” of the internationally active medium-sized company were the focus of the event. “Smart Marketing Worldwide – Current Strategies for SMEs along the 4 Ps” was the title of this year's event, so the focus was on marketing and sales, and with them the classic 4 Ps of the marketing mix. 286 participants took the opportunity to obtain comprehensive information and network with each other.
To kick off the event, Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Areas (TMWLLR), welcomed the numerous guests as part of an exchange with Dr. Ralf-Uwe Bauer, President of the IHK Ostthüringen zu Gera, and Andreas Krey, Managing Director of LEG Thüringen – TMWLLR, LEG and the working group of the Thuringian IHKs were also the organizers of the AWT this year. Further input was provided by the keynote speech “Smart Marketing in Transition – Global Trends for SMEs” by Markus Milz, business consultant and sales trainer from Cologne. The speaker motivated, informed and gave many practical suggestions on how medium-sized companies can specifically use the multitude of new digital tools for their marketing and sales activities. He covered a range from AI applications to social selling, corporate influencer marketing and IT agents to the intelligent aggregation of data. One of his central statements in this context was that adaptability in times of change is a crucial success factor for companies – the AWT event format generally supports this idea. Two impulse blocks following the keynote examined the 4 Ps – Product, Price, Place and Promotion – with short presentations. Concrete challenges and answers to them were also addressed in the subsequent panel discussion: Under the motto “The 4 Ps in practice – what really works?” entrepreneurs from Thuringia discussed, shared their experiences, gave suggestions and answered questions.
The accompanying exhibition, which could be visited during the event, offered a wealth of interesting information, particularly during the midday coffee break and the joint conclusion with a snack at the end of the event. In addition, as every year, the AWT provided numerous opportunities for intensive exchange with our foreign representatives and experts, who advise and support Thuringian companies in various countries and regions in establishing and expanding their local activities. Optionally, after the AWT, between 4 and 5 p.m., a short pitch and sales training session in English could be attended; this was offered by Daniel Feldkamp, who recently became the contact person for Thuringian companies wishing to be active in the United States at the newly opened US foreign office in Chicago. This final program item also followed this year's objective of providing all visitors with practical instructions and concrete guidance – a concept that worked, as the program content met with consistently positive feedback from the numerous guests.
Background:
The AWT is the annual flagship event for Thuringia's foreign trade and provides a platform for Thuringian companies and researchers to gain diverse information and exchange ideas regarding their successful engagement in foreign markets. Especially in times when global economic and geopolitical challenges are growing, the AWT aims to provide orientation, promote cooperation, and convey courage and motivation for international business. Well-founded presentations, instructive dialogue formats, and the opportunity to exchange ideas with our foreign representatives and partners from four continents open up many possibilities for all participants to optimize their internationalization.
