The 2016 Hannover Industry Show was a huge success for the U.S., Ohio and Greater Cincinnati.
For the first time, the U.S. was selected as the partner country for the world’s biggest industrial fair. It brought a 269-company delegation, including research institutions and economic development organizations from Ohio, Kentucky and 28 additional states.
As result of the delegation’s diligence, Ohio’s Lieutenant Governor Mary Taylor discussed manufacturing with President Barack Obama and the German chancellor Angela Merkel in the Ohio booth. What an amazing moment!
A targeted press and marketing strategy lead to 20 media interviews and coverage throughout the fair. This media strategy was supported by an advertising presence that drove people to the Ohio booth and more official Messe forum speakers than any other state. It is clear the delegation’s hard work before the fair was well worth it.
Lessons we learned at Hannover Show 2016:
- Retention visits: Building and maintaining existing relationships is key to our success. While in Germany, REDI and our strategic partners, including the European American Chamber of Commerce and the University of Cincinnati, attended retention visits with German companies that have a presence in our region.
- Strategic partner events: Long-term relationships build credibility and trust – whether during a business lunch with local economic develop partners or a get-together event with a regional cluster organization. Maintaining those relationships is important for continued opportunities to attract new companies to Greater Cincinnati.
- One-on-one prospect and cluster meetings: They are the backbone of our business. Making new contacts means learning about a company’s needs, expectations, industry and country, while sharing information about the U.S. market, geographical characteristics and our region’s specific benefits. Even more important is the follow-up after the trade show to guide companies in their relocation process.