Trade shows remain essential platforms in the industry for showcasing innovations, building valuable connections, and driving developments across various sectors. For the Star Pump Alliance (SPA), 2024 was particularly successful: The alliance participated in four major trade fairs in Germany, attracting numerous industry professionals with its diverse portfolio. At these events – Pump & Valves in Dortmund, Hannover Messe, Achema in Frankfurt, and the Hydrogen Expo in Hamburg – SPA members presented their pumps, latest products, and solutions specifically tailored to the needs of modern applications.
Joint Trade Show Appearances as a Success Factor
The strategy of the Star Pump Alliance to present alongside its members at a shared booth once again proved to be highly successful in 2024. By appearing together under the SPA brand name, all participating member companies benefited from increased visibility and a professional booth concept.
“The greatest advantage for our members lies in risk-sharing and shared costs,” explains Kai Stegemann, CEO of the Star Pump Alliance. “A large, unified SPA booth allows our members to showcase themselves optimally without having to invest in high individual budgets. Additionally, we leverage various synergies, from booth staff and joint marketing activities to targeting the same visitor groups.” The uniform SPA-style booth design ensured high recognition and attracted numerous visitors.
Successful Trade Show Participation and Satisfied Members
The 2024 trade show appearances left a lasting impression on visitors and resulted in high satisfaction among members. Especially ACHEMA in Frankfurt and Hydrogen & Fuel Cells at the Hannover Messe, as well as Hydrogen Technology, proved to be excellent platforms for showcasing in a competitive environment. This was particularly true for the hydrogen sector, where various pumps from alliance members are used, such as in electrolysis and other areas of hydrogen production and handling the necessary chemicals.
“The feedback from trade show visitors was consistently positive,” emphasizes Kai Stegemann. “Our members’ pumps and technologies could be showcased optimally, thanks to the professional booth design and strategic placement.” Visitors appreciated the variety of solutions on display and valued the opportunity to engage with experts in different pump technologies at a single booth.
A Look to the Future
Although SPA’s next physical trade show appearance is planned for ACHEMA in Frankfurt in 2027, the alliance looks to the future with optimism. For 2025 and 2026, the focus will be on strengthening its digital presence. Virtual formats like SPAfair, online presentations, and webinars are set to be utilized.
“The success of our 2024 trade show appearances has shown us that physical trade fairs still play a significant role,” says Stegemann. “At the same time, we want to use the upcoming years to expand our digital channels and continue to support our members in the best possible way through these means.”
