Machine-tool and associated industry firms from 14 countries have already booked space for the next BIEMH Machine-Tool Biennial, scheduled to take place on May 28 – June 2, 2012. The international campaign to attract exhibitors is progressing well, and the surface area booked to date is 11% up on the figure at the equivalent time in the lead-up to the previous event.

To date, the sectors that have reserved most space are cutting and shaping machine-tools, with 39% and 21% respectively, though the remaining sectors have also achieved significant bookings. Accessory and tool companies account for 21% of the space booked, electrical, electronic, hydraulic and pneumatic equipment for 6%, metrology, control and CAD/CAM/CAE equipment for 5% and other machinery and equipment for 12%.

With their sights set on next May’s opening date, the companies in the sector and the Bilbao Exhibition Centre itself are working hard on the commercial promotion of the event in Spain and abroad, to maximise its business potential. Thus, the organisers have begun to send out regular detailed information on the event and the products, services and technologies offered by exhibitors to more than 67,000 potential visitors.

February will see the activation of an on-line meeting arrangement program that has proved to be a great success at other events. The most recent case in point is the latest Industry and Technology Summit, when more than 500 meetings were arranged. Via this section of the website, accredited visitors to BIEMH 2012 will thus be able to file direct requests for meetings with those exhibitors that interest them.

The saturation of nearby markets due to the crisis is driving more and more firms to consider internationalising their business or raising their profile abroad as a key part of their commercial strategies. With this in mind the organisers of BIEMH 2012 are focusing their efforts on a campaign to attract foreign specialists with purchasing capabilities in those countries earmarked as strategically important by exhibiting firms.

Top priority is currently being given to Brazil, Poland, the Czech Republic, Germany, China, India, Mexico and Russia, though Turkey, Chile, Colombia and Argentina are also considered attractive in view of their good economic situation and Peru, Morocco, Algeria and Angola are seen as reference points for specific sectors such as energy, mining and hydrocarbons. All these countries are included in the programme of promotional trips, which started with three visits in October, to reinforce the event’s brand image and establish co-operation agreements with importers, distributors and sectoral associations of machinery users.

Brazil is the world’s fourth biggest vehicle manufacturer, and is currently experiencing growth, as a result of which it currently offers highly interesting opportunities. Demand for machine-tools in Brazil is strong and getting stronger, particularly for special turnkey machines, so the BIEMH commercial team has developed a customised promotion plan with the most representative organisations in the sector there.

Poland also offers great opportunities, and work is ongoing there with associations linked mainly to the railway, aeronautics and vehicle manufacturing sectors. An in-depth approach to the Czech market was needed, and such an approach has been facilitated thanks to co-ordination with the Ministry of Industry, the Chamber of Commerce, the Investment Agency, the Association of Mechanical Engineers and the Confederation of Industry and Transport, among other organisations.

The next commercial missions on the international agenda are to Mexico, Colombia, China and India.

Department of Communication, January 2012