Sales and Marketing
Demand for WACKER’s products was strong in 2017, and we actually sold out of some of our products, especially in the silicones segment.
WACKER’s business falls into three distinct customer groups: global key accounts, customers and distributors. The company currently has around 40 global key accounts, with which we generated roughly 25 percent of our 2017 revenue in the chemical divisions. 55 percent of our revenue originated from some further 8,000 active customer relationships. Around 20 percent came from distributors, with the 50 most important distributors accounting for about 65 percent of all distribution revenue.
Marketing communications is a key element in strengthening WACKER’s branding and product advertising, and effectively promoting sales of our products. In 2017, we spent €17.0 million (2016: €14.8 million) on marketing communications.
Attendance at 91 Tradeshows Worldwide
In 2017, WACKER’s international tradeshow presence increased once again, with the company exhibiting at a total of 91 tradeshows (2016: 71). We regularly analyze the qualitative and quantitative success of our tradeshow communications, and 35 shows were reviewed in 2017 alone.