When Thomas Berger talks about his day-to-day work at SYMA, it sounds less like an office job and more like an adventure with professional depth. The Key Account and New Business Manager has been an integral part of the SYMA team in Switzerland for almost two decades – and with an enthusiasm that is impressive. In conversation, it quickly becomes clear that for him , trade fairs are more than just stands, systems and square metres – they are emotional stages on which brands come to life.
Thomas Berger – Key-Account- and New-Business-Manager at SYMA
“I did the maths and was amazed: in just one year, it will have been 20 years! The journey began back then because I was fascinated by the interplay between technology, creativity and direct customer contact. And this mix still inspires me today. “
His start in the trade fair and event industry goes back even further. Thomas previously worked for a Swiss industrial trade fair organiser , which was sold to a competitor during this time. He describes the change from a small, owner-managed SME to an international, listed group as ” incredibly instructive and interesting”.
After 17 years, however, it was time for something new and his path eventually led him to SYMA. Today, Thomas looks after trade fair venues, event organisers and companies that want to stage their brand worlds on a larger stage. He is not just an interface – rather a bridge builder between ideas and realisation.
Trust as a foundation
“Customer acquisition is essentially about gaining trust,” says Thomas, summing up what characterises his self-image. Whether it’s a small start-up stand or a major international order: personal contact, genuine interest and the quality of the service are his top priorities. All customers are important to him – not just the ones that are big on paper. This attitude also reflects SYMA’s philosophy of realising projects of all sizes with the same standards of quality and innovation. Thomas particularly appreciates the appreciation and loyalty that prevails in trade fair construction between partner companies, but also in customer relationships
“In the last few turbulent months in particular, many new faces have joined the industry – young trade fair managers, brand managers and project managers with a fresh outlook. It gives me great pleasure to see how quickly we can work together with these motivated talents as equals and makes me optimistic for the future. “
Improvisation as daily Business
You might think that trade fair construction is a meticulously planned process. But Thomas also tells of moments when improvisation becomes a success factor – for example, when a customer realises four days before the start of the trade fair that he has not ordered a stand at all. What would drive others to despair awakens the will to work at SYMA: “In a night-and-fog operation with all available resources , we made the impossible possible,” recalls Thomas. And the result? An almost 200m² stand , fully functional and well worth seeing , just in time for the start of the fair, and a very relieved customer.
Such stories are part of his everyday life. Like the time a temporary team was hired during an assembly bottleneck and turned out to be former doormen with no trade fair experience whatsoever. One particular anecdote that probably only exists in his position is that of the last-minute bazaar:
“In Geneva, I met an extremely charming gentleman at our “last minute counter”. Within a few minutes, I felt like I was at a bazaar in the Middle East: in return for a discount on the bar stool, he offered me a family feast plus a free city tour on a future visit to his home town. Of course, I won’t tell you here whether I took up this deal! “
The fact that Thomas never loses his composure , but turns every challenge into an anecdote with a twinkle in his eye, shows: This is someone with heart and humour .
Trade fair 4.0 – with all the senses
In the digital age, live communication remains the supreme discipline for Thomas. “Digital tools will never replace live events,” he is convinced. “But they can deepen experiences – if we integrate them cleverly.” He sees the future in the smart combination of both worlds: physically tangible brand experiences, complemented by digital services that extend the customer journey.
His comparison is memorable: “A concert on the sofa is not the same as live in the front row. At trade fairs, all five senses are required. ” And it is precisely this sensual quality that creates emotions – and makes brands memorable.
SYMA: Quality that grows with you
What makes SYMA special? For Thomas, the answer is clear: “Continuous performance, quality, innovation and a strong network“. He particularly emphasises the fact that SYMA is the only system manufacturer to use its own system on a daily basis in trade fair construction – a real USP. This direct feedback from the field flows directly into the further development of the systems. The result: durable, sustainable solutions that can be flexibly adapted to a wide range of requirements. SYMA has its finger on the pulse of the times – because sustainability is no longer an optional extra , but a prerequisite for future-proof trade fair concepts.
Conclusion: With passion and vision
Thomas Berger is many things: a strategic partner, a trustworthy customer advocate, a creative facilitator and , last but not least, a storyteller who turns every challenge into an opportunity. His path at SYMA shows that continuity and change do not have to be opposites. On the contrary: in an industry that is constantly reinventing itself, it needs personalities like him who keep an eye on the big and the small – and tackle things with both hands when it counts.
