18th Thuringian Foreign Trade Day

Marketing for global markets – Current strategies for SMEs along the 4 Ps

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

Foreign trade is and will remain 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 provided more than 250 participants with a practical overview of current strategies, opportunities, and trends in international sales. Country experts and foreign representatives were available for individual consultations on developing new export markets.

Above all, with a clear focus on international marketing and sales strategies, we have provided companies with sound starting points in 2026 with which they can 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'd be happy to help!

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 will take place in the Ernst Abbe Hall (1st floor).
11:55 AM	Welcome and Intro 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	Opening discussion Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Areas, in exchange with Dr. Ralf-Uwe Bauer, President of the Chamber of Industry and Commerce of East Thuringia in Gera and Andreas Krey, spokesperson for the management of LEG Thüringen
12:15	Keynote "Smart Marketing in Transition – Global Trends for SMEs" Markus Milz / Speaker, Consultant, Author
12:45	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 with Pfeffer
1:30 PM	Coffee break & networking Location: Johanna-Stirnemann-Saal (access via Ernst-Abbe-Saal) Consultations with country experts begin at 1:30 pm
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: aspirations, everyday life and real experiences" With keynote speaker Markus Milz and entrepreneurs from Thuringia Sabine Klisch, VP Brand & Communications - Jenoptik AG Konstanze Hartmann, Marketing Manager - Micro-Hybrid Electronic GmbH Dr. Stefan Chabierski, Sales and Marketing Manager - Askion GmbH Dr. Johannes Trabert, Managing Director - MetraLabs GmbH
3:30 p.m	Conclusion & Outlook Dr. Stefan Blechschmidt, Team Leader Thuringia International, and Susanne Trautmann, Go-to-Market Strategist
3:40 PM	Networking, trade fair and a joint get-together with refreshments Consultations with the country experts Location: Max-Reger-Halle (Foyer – Transition to the Stairwell, Ground Floor) Open Exhibition & Networking Location: Ernst Abbe Hall (1st floor), buffet in the Johanna Stirnemann Hall
Parallel:	4:00 PM – 5:00 PM Optional: Workshop “Market Fit” Short pitch and sales training in English with Daniel Feldkamp, Foreign Affairs Officer USA Location: Hermann-Schaeffer-Saal (ground floor, access from the foyer)