We consider S-GE’s expertise highly valuable in all forms of cooperation. Thanks to the organization’s support, we can safely compete on the international stage as an SME.
Nicolas Beck, CEO, Beck Automation AG
How did you come to know S-GE?
About twelve years ago – we were a member of a trade fair consortium –, our registration for the K trade fair in Düsseldorf was lost due to administrative reasons. We then found out that a major customer supported by S-GE had withdrawn their participation in the trade fair and we were able to spontaneously take over their place. After such a good start, we attended numerous other small trade fairs with S-GE.
How is your company supported today when participating in trade fairs?
Thanks to S-GE, we can go to trade fairs relatively unprepared: We arrive on location to a ready-made stand with all the amenities, and all we have to do is a little touch-up and we can get started. We are very grateful that S-GE handles the entire administration and setup process. It helps us to achieve a good presence with a lot of impact with modest effort. As an SME, this is invaluable.
Your company has enjoyed considerable development in recent years. How has your cooperation with S-GE changed?
S-GE has always offered us good support and taken our needs into detailed consideration. With an area of 130 to 150 square meters, we are the largest provider in the SWISS Pavilion today. We are therefore also able to influence the layout of the stand and its appearance.
What is the importance of the trade fair presence for your company?
Participation in the “right” trade fairs is crucial for us. Or to put it another way: ignore the most important trade fairs and things can become critical. At the last K, we had visits from more than 30 countries and were able to make two impromptu sales deals. To achieve a similar result without visiting a trade fair, three to four sales employees would have to spend a year and a half on the road.
What makes a trade fair appearance in the SWISS Pavilion different from an independent appearance?
A solo appearance pushes our corporate identity to the forefront, but at ten times the effort. Thanks to appropriate decoration and careful catering with Swiss products, “Swissness” is virtually implied in the SWISS Pavilion of S-GE and is very much appreciated by international visitors. At the shared stand, we meet not only competitors, but also mold makers we work with. The networking, which often also takes place in the shared hospitality area, is just as exciting.
Do you also use other services from S-GE?
The organization has been able to help us with various expansion projects: S-GE provided us with excellent support in setting up our production plant in Portugal, bringing us together with the right partners and saving us from expensive and time-consuming missteps. During the planned establishment of a hub in Brazil, S-GE also accompanied us on site and arranged meetings with the Department of Foreign Affairs and lawyers, although we ultimately dropped this project. In the United States, thanks to a lawyer arranged by S-GE, we were able to set up a branch office without having to pay expensive apprenticeship premiums. Starting in 2024, we want to establish a subsidiary in Dubai. S-GE has helped us a lot with the preparations – for example, with finding suitable addresses and contacts.
What tips would you give an SME for their first trade fair visit?
Trust in the expertise of S-GE – they know what they are doing! But don’t neglect your own marketing: it’s your job to bring customers to the stand. S-GE saves you so much effort that you can at least arrange to invite your customers personally.
We greatly appreciate the years spent in good cooperation with Beck Automation. Whether in Düsseldorf, Lagos, Orlando, Mexico or Shanghai – with the SWISS Pavilion, we offer the perfect platform for large or small trade fair appearances alike.
Corinne Wyler, Project Manager Trade Fairs, Switzerland Global Enterprise
