2 min read
Whether as an exhibitor or as an attendee, participating in trade fairs and conferences is vital to us. They allow us to establish new connections, strengthen existing ones, and gain invaluable insights into the latest technologies, regulations, and demands. All to continue being a reliable supplier in the ever-evolving defense industry.
In 2026, the Danish Defence Annual Conference (DDAC) reached new heights with more than 100 exhibitors and more than 900 participants from around the world. To this date, it was the largest of its kind and, of course, Multicut was present. At Enforce TAC, Germany’s leading trade fair for security and defense, we were part of the Danish Pavilion.
These are just the two most recent events of their kind in an annual cycle that usually includes the likes of DALO Days, Paris Air Show, and AUSA in Washington.
Networking
For us, participating in these kinds of events is crucial. It is an opportunity to keep in contact with existing business partners and explore the opportunities of developing new ones.
As exhibitors, we get to display the benefits of our state-of-the-art manufacturing setup, whilst gaining an even firmer perception of the setup of our fellow industry peers.
These opportunities do not confine themselves to the glossy floors of the mess centers, as we make use of the occasions to pay a visit to relevant manufacturing sites, potential customers, etc., gaining insights and inspiration.
“It’s very inspiring to visit – and on some occasions see – our customers' and potential customers' facilities to understand their needs and expectations." - Lars Juhl
More than just events
Beyond expanding our contact book, industry fairs and conferences serve as strategic accelerators for companies operating in high-stakes segments like defense. These platforms bring together the entire ecosystem: suppliers and sub-suppliers, OEMs, military procurement officials, research institutions, and technology innovators, all under one roof, creating a rare opportunity for real-time market intelligence and innovation.
Being there means we don’t just talk about tomorrow’s needs, we learn them directly from the people shaping the industry. It’s where live demonstrations replace tedious emails and numerous white papers. In fact, conversations that start on the exhibition floor can quickly evolve into collaborative development briefs, talks of innovation, or pilot projects.
Such face-to-face interactions build credibility, deepen trust, and often unlock partnerships and solutions that can’t be crafted through digital touchpoints alone, making participation in fairs and exhibitions a direct investment in both business growth and industry leadership.
The all-important preparation
Merely being present at exhibitions, trade fairs, and conferences is not enough. Weeks and months of preparation precede these events, and it is almost as important as the events themselves. Who else will be present? Who are the key speakers? What are the topics? Which part of the overall program is the most relevant to us? How will this information benefit us? Merely showing up is not beneficial to our customers or us; it’s a waste of resources.
Highly positioned politicians and highly decorated military officers from across the globe mingle with the most prominent faces from academia and share their thoughts on the different stages and symposia. This provides us with insights we do not necessarily come across in our day-to-day business.
“Our presence at these types of events is invaluable to us. Of course, we already have a deep and intricate understanding of our own industry, and we know our close relations within the industry well, but the input we gain at these exhibitions and conferences is often of an entirely different nature.” - Lars Juhl
In contrast to keeping up to date through articles in scientific periodicals and trade papers, this is an opportunity to engage in a dialogue with important stakeholders.
That is why we will continue to prioritize investing resources in fairs and conferences. We hope to see you out there!
Want to learn more about our participation in industry trade fairs? Please don't hesitate to reach out to our CSO, Lars Juhl. We can also schedule a meeting if you'll be attending one of the upcoming fairs.
