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This Month We Grabbed The Opportunity To Put Birgit Horn, Show Director at Glasstec, Into The Directors Chair

…with a focus placed on the exhibition and its potential for the UK Glass Sector, we have some very positive aspects to share…

Meeting Birgit Horn was enlightening and very beneficial this month, as she took time out of her busy schedule to meet up with Helen Duval from the team, to discuss plans and developments regarding the flagship European exhibition for the glass industry.

Birgit made her UK video interview debut with us where she highlighted the merits of exhibiting at Glasstec 2016, for those who may still be deliberating about taking the plunge. This will be broadcast and distributed in the next edition of our monthly magazine.

During the discussion, as an introduction to the ‘revitalised’ Glasstec, Birgit focused on the advantages of visibility and credibility for exhbitors at the leading trade show. With Glasstec perceived by many as an exceptionally powerful platform for big or small companies to create a presence and meet new customers face to face, there was an evident enthusiasm when speaking to her regarding the possibilities for established clientele as well as any new kids on the block.

For Birgit, the opportunity for exhibitors to build a brand or reinforce a reputation is substantiated by the prospects that Glasstec affords, with the hope that this globally recognised exhibition will be exceedingly profitable and motivational for the sector as a whole, which she explains in detail.

Whilst some businesses may deliberate about exhibiting at a trade show, Birgit emphasized the fact that with the right strategy an international trade show such as Glasstec can be a very profitable choice.

In a two part series we will broadcasting our discussions where we will discover more specifically about new developments at the show itself as well as some technological advancements to be introduced at the exhibition. Amongst these will be the Live Technology Forum which will incorporate seminars from key speakers about tomorrow’s industry potential….but more about those, in our online interview next month.

It is clear when talking to Birgit, that she has true passion for the sector and expects Glasstec to generate lucrative and highly targeted business leads for both exhibitors and visitors. She believes that with the right strategy, it will be possible for every company, large or small, to expand its horizons substantially. In relation to the Glasstec team, for the visitors, it is all about the personal touch and the scope that presents.

Birgit commented, “People who attend trade shows tend to be motivated and very interested in the products or services a company offers, which often means that they are prepared to make a deal there and then. That in itself is such a positive aspect. Fundamentally, there are much more worthwhile leads to be had than simply grasping at names and numbers picked out of a business directory. It is so much more personal and therefore that is extremely appealing and successful.”

When asked about how to make the most from an investment to exhibit, Birgit was obviously driven to motivate. ‘Making sales goals clear to a team before the Glasstec exhibition is vital – a good show will keep a sales team busy for months as it works to convert prospects into deals.”

Over the next couple of months we will be broadcasting our video expose where Birgit highlights her personal thoughts on business strategies and how to optimise the potential success of Glasstec, with the new show team steering the way forward.

In an industry where trust and reputation are everything, trade shows are clearly wonderful opportunities to discover about industry direction, and it will be exciting to share those with our viewers and readers.

As we will highlight, Birgit believes that by using the exhibition strategically it is possible to reposition a company as a niche within a specific sector. Invigoration and positioning are watchwords. Positioning will create a powerful psychological image that can help a company strengthen its position from ‘startup’ to ‘established brand’ in the eyes of the glass industry, with the credibility of the Glasstec exhibition supporting that.

Importantly, during our chat, we debated about the Brexit and here we learned more about perceived observations and options, as well as potential outcomes should we chose to leave or stay in the EU.

All of these important points will be highlighted in the first of our interviews with Birgit Horn, so don’t forget to keep an eye out in our magazines as well as online.

Written by Helen Duval 2016

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