LIGNA 2019, 27 - 31 May
Biesse at LIGNA 2015

From a European Happening to a Global Event

"Think4ward": With this strategy Biesse went on the offensive at LIGNA 2015 and quickly doubled its space. The subsequent success of the woodworking machinery producer fully justified this move: 20 percent more visitors on the booth and significant increase of orders!


"4.0 is for us not only a number representing the so-called new industrial revolution, but a real commitment toward our customers, to take them, thanks to our "4.0 ready" technologies, to those efficiencies nowadays so essential in order to be competitive in a more and more global market," says Federico Broccoli Wood Division Director/Sales and Subsidiaries Division Director at Biesse.

"LIGNA 2015 presented a major challenge to our company," states Raphaël Prati, Marketing and Communication Director at Biesse. "In comparison to LIGNA 2013 we doubled our space and intentionally designed it to combine attractiveness and efficiency," Prati recalls. On an area of over 3,700 square meters Biesse showcased technologies for integrated manufacturing in line with Industry 4.0: integrated large scale plants to manage industrial production, innovative automation systems for smaller companies, and its superb array of software.

"From the beginning of the project, our entire team was enthusiastically behind the Think4ward concept," says the Marketing Director of this Italian woodworking specialist. In terms of lead generation and business opportunity the approach certainly paid off. "Our attendance was very profitable," says Federico Broccoli. The number of visitors increased by 20 percent, and the number of orders rose significantly in comparison to 2013.

In Raphaël Prati's opinion the strategic position of the stand between two main entrances was just as much a factor in this success as the company’s focus on the Industry 4.0. The core concept of the whole fair favored his company in any case.

"LIGNA is an essential showcase for the woodworking industry, a not-to-be-missed appointment for all the professionals of the sector".

Raphaël Prati, Marketing and Communication Director at Biesse

The long-term successful strategy of Deutsche Messe to turn LIGNA "from a mainly central European fair into a global happening" has allowed Biesse to strengthen its brand image and promote its presence at the fair at a global level – via newsletters, social media, the Internet and other channels.

"The response we received from our global customer base was excellent. We especially had many visitors from Germany, eastern and northern Europe, Russia and the United States."

Federico Broccoli Wood Division Director/Sales and Subsidiaries Division Director at Biesse

Biesse has had a presence at LIGNA since 1975 when the very first edition of the fair was held. "And we are confident that our relationship will keep going in this positive direction," says Raphaël Prati. In his opinion, there are three reasons for this: "our first-class collaboration with the LIGNA team, the trade show’s internationality, and the concrete benefits for Biesse."

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