Power for Trust
An industry event such as the Powertage creates spaces for thought and relationships across an entire sector. This networking format remains central to the further development of the energy industry: it brings together a wide range of stakeholders.
Imagine receiving an email in which someone offers to sell you a transformer. Would you place an order? Probably not, because the decisive element for building a business relationship is missing: trust. Personal encounters simply cannot be digitised. Information alone is not enough.
The role of trade fairs within the marketing mix has been questioned many times, yet they have held their own despite all external influences. Complex industries such as the energy sector in particular rely on low-threshold interactions between suppliers and interested parties. The Powertage provide the ideal setting for this, as they are entirely focused on dialogue. Many marketing functions are deliberately omitted here – with one exception: lead generation remains at the heart of the format.
Studies support the value of trade fairs
Studies and feedback received after the last Powertage clearly demonstrate the value of the format. It creates connections within the industry whose transformation can only succeed through closer collaboration across established boundaries. At the same time, trade fairs are an indispensable platform for exchange, innovation and business development – especially in uncertain times that require confidence in future success. They are equally important for promoting locations, whether regional or national. According to a 2024 study by Powertage organiser MCH Group, every franc earned by the company generates an additional 4.5 francs for other sectors. This also includes the sales effects of a specific trade fair.
The marketing pillars of trade fairs
Trade fairs are attractive because they are so human – especially at the dawn of the agentic age, they provide a counterpoint to the efforts of major technology companies to replace human communication with data streams and large language models. Trade fairs are a key pillar of the marketing mix for three reasons:
They build trust.
Impressive product data sheets, attractive websites, and AI-generated presentations are all well and good, but they only show what the manufacturer or supplier wants to reveal. A purchasing decision requires much more. How does the product feel? What does it actually look like? What can it do, and what are the real-world experiences? What does the roadmap look like? These and many other questions can only be answered by people.
They generate leads.
Trade fairs remain the most efficient format for making new contacts. No advertising black box, no unwanted echoes – just targeted communication with potential customers in an environment that precisely reflects the industry, free from algorithmic distortion.
They create context.
Industries shaped by complexity and pressure for change must explain themselves and continually present their status in order to demonstrate stability and reliability even in uncertain times. It is precisely then that the need is greatest to experience that challenges can be overcome together – with high competence and optimism. Through the curated events of the Powertage, the talks and the uniformly designed stands in the exhibition halls, exhibitors create context and convey what AI and the internet cannot: trust in the present and the future.
Knowledge, networking, exhibition: the Powertage concept is entirely focused on offering every exhibitor and participant the same contact opportunities. In addition to catering and brain food from high-calibre speakers, the service therefore also includes efficient lead scanning that simplifies follow-up. Alongside business development, the networking effects that are essential for achieving the Energy Strategy 2050 targets are also expected to come into play.
3 questions for …
Andreas Philipp, CEO P2 Kommunikation AG (Stand 3 / 3.A41)
How did you experience the Powertage 2024 as an exhibitor?
Excellent! With our online industry magazine energie inside – also available in printed form – we showed how the complexity of the industry can be communicated clearly. Our stand visitors also enthusiastically produced orange juice using the electricity-powered bicycle.
What are your best practices for exhibitors?
Stay authentic! The basic rules are clear: those who define clear lead-qualification criteria and set goals in advance can make optimal use of the lead scanning provided by the fair. It is also important not to overwhelm visitors at the stand, but to engage them in a dialogue on equal terms. This requires a certain sensitivity.
What should be avoided?
Crude sales slogans. One must never forget that one is dealing with professionals. They have come to build trust in a brand. This should not be destroyed by trying to sell something. A genuine, interested dialogue will sooner or later lead to a business relationship.
Powertage 2026 – Meeting point for the Swiss electricity industry
Duration, opening hours:
Tuesday, June 16 to Thursday, June 18, 2026, 9:00 a.m. – 5:00 p.m.
Exhibition area:
Hall 3 and Hall 4
Forum and side events:
Hall 6
www.powertage.ch
www.powertage.ch/en/exhibit
info@powertage.ch
