5 Questions for Ingo Horsthemke | Jowat
Jowat has been a steady presence at LIGNA since its debut in 1975. Ingo Horsthemke, Vice President Global Marketing at Jowat SE, reflects on his personal LIGNA highlights and emphasizes the fair’s role in showcasing innovations, building industry connections, and celebrating milestones like Jowat’s 100th anniversary at LIGNA 2019.
6 Mar 2025Share
1. What makes LIGNA so special for you?
LIGNA is, for Jowat, the global marketplace for innovations in the wood-processing industry. It provides visitors the opportunity to experience innovations that aren’t yet available on the market, offering an exciting preview of the future of our industry. Moreover, LIGNA is the leading meeting point for the sector, and there is no comparable event worldwide. This fair brings together the manufacturing industry, machines, technology, and processes like no other. It allows professionals and exhibitors to stay up to date, exchange ideas, and discover groundbreaking products and technologies.
2. What have you been most pleased about at a LIGNA?
LIGNA 2023, after the COVID pandemic, was something truly special. Because LIGNA is more than just a trade fair – it's a reunion with old friends and an opportunity to form new connections. These personal relationships transform customer interactions into partnerships, something that became even more evident during the pandemic.
3. What is the funniest/best/surprising thing you have experienced at LIGNA?
Our product, adhesive, always requires a process or machine to be applied, and at LIGNA, various machine manufacturers are present. At every trade fair up until now, the question always arose the day before or even on Monday morning, asking if we had adhesive on hand to help out. Manufacturers needed the adhesive for their machine demonstrations. Since Detmold is not far from Hannover, we were always able to assist. Cooperation is something we truly value.
4. What was the biggest challenge you had to overcome at LIGNA?
In 2019, Jowat celebrated its 100th anniversary. Since LIGNA is such an important fair for us, the 2019 event served as the starting point for our anniversary campaign communications. Looking back, we managed all the communication challenges successfully, from LIGNA in May 2019 to the anniversary celebration in November 2019.
5. When is a LIGNA a successful LIGNA for you?
A successful LIGNA naturally includes excellent organization of the fair, something we've known for 50 years and have always been very satisfied with. Of course, the hard facts also matter, such as the number of visitors to our booth and the corresponding lead generation. Once again, we know we are in exactly the right place at LIGNA.
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