Bhupinder Singh, CEO bauma CONEXPO INDIA
bauma CONEXPO INDIA is being organized from January 31 to February 3, 2023. Bhupinder Singh, CEO bauma CONEXPO INDIA, discusses the promotional plans and marketing strategies for the upcoming event.

The CE industry is back on track after over two years; how did the organizer of bauma CONEXPO INDIA engage with the industry during the challenging (lockdown) times, and what benefits do you think could now accrue to the upcoming event?
The pandemic had a debilitating effect on all businesses around the globe. The trade fair industry went into limbo as the pandemic spread. When the first wave started waning, the uncertainty over government mandates on large gatherings, left business communities undecided on participating in physical face-to-face events.

As the world started accepting a “new normal” of digital engagement, we at Messe Muenchen India also kept bridging our communities via a series of webinars. Over 30 of these web-based or digital engagement models helped us stay connected with 50,000 plus companies in just 8 weeks.

Besides engaging with business communities, the digital channels offered us the scope to host several webinars with exhibitors and stakeholders, and Government ministers with important topics pertaining to the infrastructure and the CE industry under the bauma CONEXPO INDIA, MMI umbrella.

Needless to say, our constant endeavor to stay connected with the businesses we serve, will augur well in first post-pandemic physical event. We are confident that the digital engagement activity will translate into increased participation at bauma CONEXPO INDIA.

What challenges do you foresee for the CE exhibition sector in these uncertain times, and what other major changes need to be tackled?
Every trade show organizer will be viewed with complex lenses due to the uncertainties that are intrinsic to the pandemic. It is amply evident that we need to rebuild trust and confidence in trade fairs and in extending our commitment to deliver meaningful marketplaces to the communities we serve.

We are working closely with the ecosystems we serve to convey the risk mitigation measures that are being adapted to deftly manage uncertainties. We are staying aligned with industry needs and planning our future goals with industry insights and advise. We are also working with several partners to ensure a safe yet fruitful exhibition experience for everyone at the fairground.

What will be the theme of bauma CONEXPO INDIA and how will this edition be different from the previous ones?
In the last edition, we marked a 30% growth in exhibitor space; in 2023, in addition to the well-represented exhibit profiles, we are working towards growing the targeted segments that are symbiotic with India’s ambitious Infrastructure development outlay.

The approach is also a strategic initiative to offer a platform for a full spectrum of solutions for components, ancillaries, commercial vehicles, lifting equipment, automation, AI and IoT solutions, etc.

In 2023, we plan to offer more value to our exhibitors at the demo area via specifically designed promotions for these experience zones. Our Buyer-Seller program initiated during the last edition of bCI will now happen online to enable seamless prefixed meetings. We undertook this new initiative to host, attract, and bring on board untapped buyers to the show and make their experience seamless. A slew of other strategic initiatives is in the execution phase to ensure better ROI (return on investment) for exhibitors and ROTI (return on time invested) for the visitors and buyers.

Our entire approach to the show will be defined by our stated purpose “To Enable Meaningful Handshakes; To Unlock Business Opportunities” and will dovetail it with the sectoral potential being unlocked by the Government’s initiatives. Our theme therefore will be: ‘Future of Nation Building’.

What led you to change the venue to Greater Noida for the 2023 edition?
India Expo Center and Mart Ltd (IEML) is India’s leading integrated venue for exhibitions, conventions, and conferences. Moving to a state-of-the-art International venue allows us the opportunity of limiting or mitigating risks associated with hosting events in temporary structures/hangers.

IEML, as a venue, offers the scope to seamlessly implement and manage safety measures mandated by the new post-pandemic era. A secured venue is of prime importance to us. This change of venue is a result of numerous meetings and feedback received from our exhibitors, partners, international offices, and stakeholders. IEML is now easily accessible via metro with a station adjacent to the venue with a 30-minute ride from Delhi and a 60-minute ride from IGI airport.

The business communities too have embraced the venue for its modernity and international ambiance. The successful migration of recognized and credible large tradeshows stands testimony to the industry’s advocacy for the venue. Additional facilities include large convention centers, ample parking, VIP areas, banquet halls and F&B services.

What measures are you taking to promote the event and also to boost people’s confidence to travel internationally for the event?
Given the post-pandemic challenges, we have intensified our promotional efforts. Besides the usual engagement activities, we are (in association with several other industry bodies and our international offices) executing a two-pronged engagement exercise. Whilst an extensive engagement activity will look at building confidence in physical shows, an independent exercise for promotions is being led by a specially commissioned customer service team.

Special roadshows are being planned both nationally and internationally in collaboration with our international offices and the AEM network. These roadshows help in instilling confidence in trade shows and in championing participation at bauma CONEXPO INDIA. We are supplementing our understanding of industry needs by participating in regional and local association chapter meetings.

These insights will be leveraged to effectively attract the most relevant target groups via customized promotions, including international buyer delegations.

bauma CONEXPO INDIA to Showcase the Future of Nation Building

bauma CONEXPO INDIA has been continuously evolving to reflect the growth story of India’s infrastructure construction equipment industry; what are your expectations from the 2023 edition?
The recent impetus on the Infrastructure sector through the Gati Shakti National Master Plan and focus on the development of transport infrastructure aligned with the National Infrastructure Pipeline is a welcome move. With strong initiatives like these and several projects that are locally planned in the state of Uttar Pradesh and the Northern Region – bauma CONEXPO INDIA will play a crucial link between participants and the government’s decision-makers.

At the event we will unlock business opportunities being created by the government’s push to Infrastructure growth via meaningful handshakes between all the stakeholders in the ecosystem. I assure you and the industry that getting the right delegates, exhibitors, and visitors is our top priority, and we will invest time and budgets to accomplish this.

bauma CONEXPO INDIA is positioned as a strong brand; how do you plan to build on its market value, both in the domestic and international markets, especially when there are other equally strong international tradeshows marking their presence in India’s CE Industry?
Bringing the right mix of exhibitors is the first step; attracting relevant delegates, buyers, and industry thought leaders will be the vital differentiator. The right mix alongside curated discussion forums, round tables, and other strategic complementary deliberation platforms, will help bridge the sector with Knowledge, Information, Technology, and Market Opportunities, making bauma CONEXPO INDIA the most definitive event for the construction sector.
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