From Idea to Successful Event: A Look Behind the Scenes of the Ethernet-APL Expert Talk

Nadine FreibergOriginally, we had only thought of an exchange between technical specialists. The idea was to use ACHEMA, the world's leading trade fair for the process industry, as a platform for a roundtable discussion among experts. But then we realized: Why think small? Ethernet-APL is a game changer, and that's exactly what the event should reflect. So, we planned big—and that's how the Expert Talk came about.

Katja StöckerIt went quickly! The concept was ready within a few weeks, we had strong partners on board, and created a platform where users and manufacturers can exchange ideas directly.

Nadine FreibergFortunately, it quickly became clear that the idea was well received! Our own technical experts were immediately enthusiastic, and with HIMA, SAMSON, ABB, BASF, Endress+Hauser, and Bilfinger, we had strong support on our side.

Katja StöckerThrough all channels available! We used traditional PR, our website, and tips at the trade fair stand—but above all social media. LinkedIn was a real power tool: After the talks, videos and statements generated a lot of interaction there.

Katja StöckerAbove all, the goal was to promote open dialog. A real exchange instead of just a presentation. It was important to us that not only manufacturers have their say, but users also share their experiences. We wanted answers to questions such as: What challenges are there on the way to a digitalized process plant? What opportunities does Ethernet-APL offer? What solutions already exist? The focus was on dialog.

Nadine FreibergThere were two 45-minute sessions on each of the three days. An external expert and a specialist from Pepperl+Fuchs appeared together—with a coordinated presentation and an open Q&A session. We especially wanted participants to actively engage in the discussion and ask questions, and they certainly did.

Nadine FreibergOverwhelming! Of course, we had a few registrations, but many people joined us spontaneously, either as visitors to the booth or as trade fair guests who simply stopped by. Some just wanted to take a coffee break and then suddenly found themselves listening attentively. In addition, we had a very wide reach on social media. The interest in Ethernet-APL is enormous!

Katja StöckerDefinitely! One of the biggest surprises was how quickly our Ethernet-APL Expert Talk was taken up worldwide within the Pepperl+Fuchs Group. Shortly after the first event, it was clear that our subsidiaries had recognized the potential and wanted to continue the format in their countries. That's why our marketing colleagues in Italy, the Netherlands, Belgium, Germany, France, Hungary, and even Singapore now organize the event independently—adapted to their respective markets, but always with the same basic idea: sharing knowledge, connecting users and experts, and making Ethernet-APL tangible in practice. This has resulted in APL Days, Tech Talks, and customer events taking place directly on site at our branches—with live demos, interactive sessions, and direct exchanges with our specialists. Even our colleagues in the US have now adopted the format, where further expert talks are planned as part of APL Summits.

Nadine FreibergThis clearly shows that Ethernet-APL is not just a technological game changer. It is a global topic that we are actively promoting!

Nadine FreibergThe Ethernet-APL Expert Talk is an effective format for reinforcing our role as a pioneer in Ethernet-APL. It shows that we are not only developing the technology but also building the right partnerships to drive its application in the process industry. Open dialog with users and experts continues to be essential to our approach.

Nadine FreibergWe will continue! The next big event is the Ethernet-APL Tech Talk on May 14, 2025 in Mannheim. We will dive deep into the topic of control system integration. Participants can look forward to exciting presentations, live demos, field reports, and networking. Ethernet-APL is evolving—and so are we!

Katja StöckerThat the industry is looking for dialog. That Ethernet-APL has enormous appeal. And that we are on the right track with this format. So, to be continued!