18th Thuringian Foreign Trade Day

Marketing for Global Markets – Current Strategies for SMEs along the 4 Ps

March 24, 2026, 12:00 - 5:00 PM | Volkshaus Jena

Foreign trade is and remains essential for the Thuringian economy. Especially in economically challenging times, it is crucial to maintain the courage and motivation for international business. The Thuringian Foreign Trade Day 2026 gave more than 250 participants a practical overview of current strategies, opportunities, and trends in international sales. Country experts and foreign representatives were available for individual discussions on opening up new export markets.

Above all, with a clear focus on international marketing and sales strategies, we provided companies with well-founded points of reference in 2026 to increase their visibility worldwide.

Speakers, program, and impressions from 2026 can be found below.

Do you have questions about internationalization and don't want to wait until the 19th Thuringian Foreign Trade Day in March 2027? We are happy to help you!

to LEG Thüringen

to the Chambers of Industry and Commerce

to TMWLLR

Program

Smart Marketing Worldwide – Current Strategies for SMEs along the 4 Ps

11:15 AM	Registration Location: Max-Reger-Halle (Foyer, Ground Floor) The plenary session takes place in the Ernst-Abbe Hall (1st floor).
11:55 AM	Welcome and Introduction Dr. Stefan Blechschmidt, Team Leader Thuringia International and Susanne Trautmann, Go-to-Market Strategist Moderator of the Event: Susanne Trautmann / Go-to-Market Strategist
12:00 PM	Opening Discussion Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Areas in conversation with Dr. Ralf-Uwe Bauer, President of the IHK Ostthüringen zu Gera and Andreas Krey, Spokesperson of the Management Board of LEG Thüringen
12:15 PM	Keynote “Smart Marketing in Transition – Global Trends for SMEs“ Markus Milz / Speaker, Consultant, Author
12:45 PM	Impulse Block 1: PRODUCT & PRICE PRICE: "Challenges of International Pricing." Michael Fechner / Partner at Roll & Pastuch GmbH PRODUCT: “Added value wins – Product strategy as a success factor for the future” Nicole M. Pfeffer / Managing Director, mmp – marketing mit Pfeffer
1:30 PM	Coffee break & Networking Location: Johanna-Stirnemann Hall (access from the Ernst-Abbe Hall) From 1:30 PM start of consultation meetings with country experts
2:10 PM	Impulse Block 2: PLACE & PROMOTION PROMOTION: “Building Trust in New Markets – 5 Tools for International Visibility.” Susanne Trautmann / Go-to-Market Strategist PLACE: "Place decides: International market development between distribution strategy and AI innovations" Dr. Sebastian Gerth / Coordinating AI Trainer, Mittelstand-Digital Zentrum Ilmenau
2:45 PM	Panel discussion: “Smart marketing worldwide: Ambition, everyday life and real experiences“ With keynote speaker Markus Milz and entrepreneurs from Thuringia Sabine Klisch, VP Brand & Communications - Jenoptik AG Konstanze Hartmann, Head of Marketing - Micro-Hybrid Electronic GmbH Dr. Stefan Chabierski, Sales and Marketing Manager - Askion GmbH Dr. Johannes Trabert, Managing Director - MetraLabs GmbH
3:30 PM	Conclusion & Outlook Dr. Stefan Blechschmidt, Team Leader Thuringia International and Susanne Trautmann, Go-to-Market Strategist
3:40 PM	Networking, exhibition and joint conclusion with snacks Consultation meetings with country experts Location: Max-Reger-Halle (Foyer – Transition to stairwell, ground floor) Open Exhibition & Networking Location: Ernst-Abbe-Saal (1st floor), buffet in Johanna-Stirnemann-Saal
Parallel:	4:00 PM – 5:00 PM Optional: Workshop "Market Fit" Short pitch and sales training in English with Daniel Feldkamp, US Foreign Trade Representative Location: Hermann-Schaeffer Hall (ground floor, access from the foyer)