In an era where textile machinery exhibitions have become a global phenomenon, Biancalani Machinery, a leader in textile finishing solutions, approaches this trend with both enthusiasm and caution. Annette Balsters, Digital Marketing Manager of Biancalani Machinery, recently shared insights with Kohan Textile Journal on the opportunities and challenges posed by the ever-growing number of industry exhibitions.
“At Biancalani, we view the abundance of textile machinery exhibitions with a mix of opportunity and caution,” says Balsters. “While these events allow us to showcase our innovative technologies to a global audience and engage with clients directly, the sheer number of exhibitions can be overwhelming.”
Balsters notes that each exhibition requires a substantial commitment of resources, from transporting and setting up large-scale machinery to allocating time, personnel, and financial investments. Moreover, the high frequency of events often pressures manufacturers to accelerate their R&D cycles, creating an expectation for new innovations that may not align with natural development timelines.
To address these challenges, Biancalani has adopted a strategic approach to exhibition participation. “We don’t aim to attend every exhibition,” Balsters explains. “Instead, we evaluate each opportunity carefully, prioritizing those that align closely with our target markets and provide the best return on investment.”
Balsters offers the following recommendations to other companies navigating the complex exhibition landscape:
– Be Selective: Focus on exhibitions that align with your strategic goals, rather than attending every event.
– Leverage Local Partnerships: Work with local distributors or agents who can represent your company at regional events.
– Combine Physical and Virtual Presence: Utilize virtual showcases alongside physical exhibitions.
– Focus on Quality Over Quantity: Prioritize a strong presence at key events rather than spreading resources thinly.
-Measure and Analyze: Set objectives for each event, track results, and refine your approach over time.
By adopting a measured, data-driven approach, Biancalani continues to maximize its impact at textile machinery exhibitions worldwide, ensuring that each event supports the company’s commitment to innovation and client engagement.
