“Try it out for yourself”: That’s the motto of TEST CAMP INTRALOGISTICS, which will take place on April 15 and 16 at Westfalenhalle in Dortmund. The event is being organized by Thilo Jörgl, managing partner of impact media projects. Photos: Westfalenhallen Group; impact media projects.
Thilo explains in an interview what distinguishes the event on April 15 and 16 at Westfalenhalle from trade fairs, what highlights are on offer, and why the 33rd German Material Flow Congress was moved from Bavaria to the Ruhr region.
“The name says it all: visitors not only see innovations, they can also feel, experience, and test them for themselves. You won’t find any signs saying “please do not touch”. One third of the Westfalenhalle is a test arena where, for example, forklifts can be driven. This year, manufacturer Still is presenting a unique forklift for people of short stature. In a set from ideal works, guests can experience first-hand how far the world of mobile robotics has come and which peripheral devices can be integrated into the system. These are just two of many examples. In the curated TEST CAMP, guests can experience around 100 innovations from around the world, including the 17 finalists of the global innovation competition IFOY AWARD from Europe, the USA, and China. Exhibitors prepare for the annual test event differently than they do for trade fairs.
How?
They think very carefully about what they want to say about their innovation in their three-minute pitch during the thematic highlight tours. They spark curiosity, talking on set about what works today and what will work tomorrow. Anyone who takes part in one of these one-hour tours quickly gets an overview of what is state-of-the-art and can then decide which areas to explore in more depth – with testing and technical discussions. In addition, the exhibitors put a lot of thought into which target group they invite. The aim is not to bring as many representatives of a customer as possible to Dortmund, but rather the decision-makers with budget responsibility. And because the stands are not overcrowded, there is enough time for in-depth discussions.
The management forces exhibitors to choose from various all-inclusive packages and not to build their own stands. How do companies feel about this?
Our motto has been the same for years: you bring the innovation, and we’ll take care of the rest. The focus is on the product, not the stand construction. We’re not doing this against the exhibitors’ wishes. On the contrary: it’s what they want. Internationally active companies organize a large number of trade fair appearances at home and abroad and are grateful when our format means as little work for them as possible. In addition, intralogistics companies are increasingly ensuring that events are sustainable. And that’s definitely what TEST CAMP is: the trusses are just as reusable as the furniture. We also use mostly recyclable materials and offer central catering for everyone. That means we only produce as much waste as is absolutely necessary. And anyone who has ideas on how to present their innovations even better will find the right additional equipment or services in our exhibitor shop.
What does it mean that the event is curated?
We want to offer guests an attractive range of international innovations. In principle, any manufacturer with new products can exhibit. But if you only offer screws or lashing straps, for example, you’re in the wrong place with us. We specifically target companies worldwide that are of interest to the community. Only the finalists of the IFOY AWARD, who have already passed the nomination phase by the jury in December, are set.
Which industries do the guests at TEST CAMP come from?
The spectrum covers all industries – from retail, consumer goods manufacturers, mechanical engineering, chemicals, and pharmaceuticals to automotive and logistics service providers. The latter are most strongly represented by contract logistics companies. Large corporations are just as well represented as medium-sized companies interested in innovation. We expect up to 1,200 participants over the two days.
At first glance, that doesn’t sound like much.
The figure should not be compared with trade fair key figures. Many of our guests are responsible for investment budgets running into the hundreds of millions. A dozen leads from decision-makers have a different value than 100 leads from trade fair visitors. We repeatedly hear about major deals that have been concluded in the aftermath of the event and can even say exactly where the players met at the TEST CAMP.
The IFOY AWARD audit is part of TEST CAMP. How are the two connected?
The scientific IFOY Innovation Check, the IFOY Test, and the tests conducted by the international jury are an integral part of the three-stage audit. It is co-hosted at TEST CAMP.
What has changed compared to last year?
For the first time, we are offering an excursion to an Arvato facility that uses solutions from Autostore and robotics specialist Nomagic directly after the second day of the congress. In addition, we have developed tailor-made sessions for foreign scale-ups from the DOACCELERATE program in collaboration with Dortmund Economic Development Agency. Start-ups in the TEST CAMP will also benefit from this: at an international matchmaking event, young entrepreneurs will meet renowned experts from the field of venture capital. The most important new feature, however, is the premiere of the German Material Flow Congress in the Westfalenhalle.