WTH – Successful at the “K” Fair for Three Decades
“At First, I Had No Idea”
(mud) – Over thirty years ago, Walter Thieme founded the international trading company WTH GmbH. From the beginning, he made it a priority to present his company in the best possible way—especially on an international stage. So what could be more fitting than exhibiting every three years at the “K” trade fair in Düsseldorf? Here, company founder Thieme shares how it all started—and became a success.
What were the main reasons for participating in the K Fair?
In 1992, as a raw materials supplier with a young company, I wanted to send a message to the industry: If someone invests the effort and cost to exhibit at the industry’s leading trade fair “K – Plastics and Rubber”, then they deserve to be taken seriously.
Did you receive any support?
Yes, although I booked the stand space on my own, I managed to bring in a partner company specializing in rubber raw materials and a raw material manufacturer as co-exhibitors. That helped lower costs and increased the “visibility” of our booth.
Did you already have trade fair experience?
Yes and no. I had hands-on experience as a sales representative for a company that also exhibited at the K Fair. But I had no experience with booking or running a booth myself. To be honest, I was really nervous. At my previous company, all of this was handled by a whole planning team. Back then, I had no idea how to do it.
And what did you learn?
In the end, it turned out to be far less dramatic. Maybe I was lucky that the organizer’s staff were helpful and that I found an experienced exhibition stand construction company that supported me constructively. The first time, I hadn’t properly taken the dimensions of the exhibition space into account when planning the stand layout. So, I had to work late into the night to painstakingly make the necessary adjustments. But by the start of the trade fair, everything was “all set.”
What specific goals did you pursue by exhibiting?
Neither the K Fair nor most other professional trade fairs are primarily for filling order books. Instead, they serve as platforms for building and strengthening business relationships. For WTH GmbH, this applies to both buyers and suppliers
Was your focus more on deepening existing customer relationships or exploring new markets?
You can’t really separate the two. Business partners are increasingly operating across borders—larger ones even across continents. As a service-oriented company, WTH always had to adapt dynamically to these developments. I personally benefited from my extensive international contacts and intercultural competence, which I also promoted within the company.
How did you decide which trade fairs to attend?
What mattered most to me was the practical relevance of our product portfolio for the target audience. That also meant selecting trade fairs based on their importance to the industry and/or region.
What did trade fair preparation look like? How has that changed over time?
In principle, I handled all planning myself: booth design, layout, and related tasks. I relied on professional support from the organizers and experienced service providers. What has changed significantly is booth equipment. In the early days, private meeting cabins and extensive catering were standard. Today, it’s more about open booth concepts and scaled-down hospitality.
How did you deal with challenges like product sensitivity at the booth?
Today, company and product information is almost exclusively presented digitally. Thanks to the internet, both exhibitors and visitors often have real-time access to internal company servers via tablets or laptops. Since raw materials in the form of powders, granules, flakes, or liquids are not very “presentable”, it’s enough to show small sample specimens at the booth.
How has the value of trade fairs changed over your time as an entrepreneur—especially in light of digitalization, direct sales, and sustainability?
Conversations at trade fairs have become much more focused on concrete projects. There’s noticeably less time for small talk. Another example: brochures. Digitalization and online presentation have made a huge difference. In the past, we printed thousands of documents in advance. Much of the knowledge was brought in paper form to the booth. Today, hardly anyone wants that anymore.
Would you still recommend trade fairs to a young, owner-managed trading company in your industry?
I can only answer that with a clear yes. Despite all the digitalization and automation, personal conversations and getting to know people are irreplaceable. Trade fairs offer an excellent platform to put a “human face” to all the digital activities of everyday business.
