From “pallet slider” to exhibition manager

For a year, he was the thorn among the roses. In fact, Ronny Sonnenschein must have felt that way when he joined the POWTECH team in the summer of 2023 - a few months before the trade fair date in September. There was just enough time to be initiated into the “secrets” of POWTECH TECHNOPHARM by the managers Heike Slotta and Marianny Eisenhofer as well as his new colleagues Verena Albrecht, Clara-Elisa Pfab, and Larissa Pala (currently on parental leave). “Who actually exhibits here? What are the concept ideas? And: Who are the visitors? Which industries do they come from and what tasks do they have? That's what I find most exciting,” says Ronny Sonnenschein. The three days at the trade fair were then full of new impressions: new people, sometimes unfamiliar technology, lots of information about the challenges facing the visitor industries and technology providers. “I immediately felt welcome, even with the many exhibitors that I was able to get to know.” 

Inspiring trade fair atmosphere at Expo 2000 

Now, a good year after joining the POWTECH-TECHNOPHARM team, he almost feels like an old hand. He can be considered as such in the trade fair business anyway. He discovered his love for it shortly after leaving school at the age of 18. At the time, he lived near Hanover and was involved in Expo 2000. Even though he was mainly allowed to “slide pallets", he enjoyed the internationality there. “Helping to organise the exhibition with so many people from all corners of the world was really my thing,” he says and admits: “In the evenings, when the visitors had gone and we had tidied up, it was really nice to party a bit with Brazilians, French, Dutch and many other employees.” After leaving school, however, he first moved to the UK. Because he loves the language, but above all to realise what direction he wanted to take professionally. A few jobs in various sectors later, he returned to “Messe”. He had realised since the Expo that this could be a good working environment. He therefore completed his training with a stand builder. 

A live wire for trade fair service

A few years later, he came across a job advertisement from NürnbergMesse. Ronny Sonnenschein remembers: “They were looking for reinforcements for the exhibition service, as it was called back then. I thought I'd give it a try. And it was actually great fun. I was able to contribute some of my skills from trade fair construction and learnt a lot at the same time.” He also discovered that this is a tough job, where you are involved in almost every trade fair in Nuremberg without being able to delve deeper into individual topics. After a brief stopover in technology, he therefore seized the opportunity to join BrauBeviale as a customer advisor. At this trade fair for the beverage industry, he learnt a lot about process and filling technology, sensor technology, automation, - and about the wishes, needs and requirements of industrial exhibitors. “The most important thing is to show the customers: Exactly the people from exactly the industries you want to reach come to this trade fair,” says Ronny today. That is why the visitor list is one of the most important “accompanying readings" for him when he calls or meets with a customer. But the stand location that this particular customer considers perfect also needs to be found.

From BrauBeviale to POWTECH TECHNOPHARM

For seven years, he learnt his “trade” in the BrauBeviale event team. He finally moved to POWTECH TECHNOPHARM in 2023. As Exhibitions Manager, Ronny Sonnenschein is primarily responsible for acquiring new exhibitors and for the exhibitors in Hall 9. “The opening up of the range of topics beyond pure bulk solids technology to include the processing of liquids took place several years ago. Nevertheless, some marketing managers may still be surprised by this fact,” says Ronny Sonnenschein. He emphasises: “It wasn't the trade fair that came up with this. Rather, it was the established exhibitors who presented technologies for processing solids AND fluids. In recent years, specialised suppliers of technologies for the dosing or distribution of liquids have also joined them.” Ronny was very familiar with process technology for liquid substances from his time at BrauBeviale - as well as the fact that powdered ingredients are often used in the beverage industry, even if this is not the first thing you think of when you think of beer, soft drinks and the like. 

Ronny very much welcomes the fact that the team is travelling a lot. He wants to familiarise himself with everything that has to do with the POWTECH TECHNOPHARM community. The technologies that he has mainly seen at POWTECH so far, but also at other events such as Ifat exhibition, he soon wants to experience directly at manufacturing companies and in production with users.

Pharmaceutical technology, battery production - new topics for the trade fair

“It's mostly engineers that I deal with,” says Ronny Sonnenschein, characterising his current customers. “They are straightforward, say what they think clearly - and conversely, they can take a direct word.” The addition of TECHNOPHARM in particular provides a strong impetus to re-engage in dialogue with exhibitors who used to present their company in a big way at the trade fair. According to his observations, topics triggered by the energy and mobility transition are also going down really well. “POWTECH TECHNOPHARM is a very good platform for suppliers of technology for battery mass production. We have already welcomed visitors from this sector and also from automotive companies at previous trade fairs,” emphasises Sonnenschein.