By Mike Novakowski

When considering how best to market the assets of New York’s Creative Core to a broad international audience, while getting the best return for our marketing dollars, I consider trade shows an important part of the appropriate marketing mix. From April 4 to April 8, I attended the mother of all international trade shows, representing New York’s Creative Core Region, in Hannover, Germany.

Since 1947, Hannover has hosted what has become the world’s largest trade fair. As described on the Hannover website,
“This was an initiative of the British occupying forces in consultation with the commander-in-chief of the American zone. After the war, Germany was characterized by physical devastation, industrial ruin, and chronic food shortages. In order to show the world the kind of economic revival that entrepreneurs, workers, and politicians were capable of jointly bringing about, the British military government decreed that the Germans were to organize a trade fair from 18 August to 7 September 1947. For, the victorious Western powers had decided that the only way for Germany to become economically self-reliant again would be through exporting its own goods.”

Download PDF Reprint of CNY Business Journal for full article.

Mike Novakowski is the director of business development for CenterState CEO. He is a member of the Central New York International Business Alliance (www.cnyiba.net), a regional, business organization focused on promoting international trade. Contact him at mnovakowski@centerstateceo.com