Trade fair appearance • 09.01.2017

Social Media is important, face-to-face interaction is even more essential

Interview with Jan Kalbfleisch, Managing Director FAMAB Association for Direct Business Communication

At the EuroShop 2017, nothing is more important than having a great trade fair booth. Technology and digitization are not just great toys, they are also amazing gadgets to showcase your brand. Virtual reality and interactive designs are major trends.

We asked Jan Kalbfleisch, Managing Director of the interdisciplinary association FAMAB, how companies can present themselves. Among many others, FAMAB supports trade fair architects, exhibition stand construction companies, marketing agencies and event catering services in their work.

Mr. Kalbfleisch, external communication is especially important for businesses. What does effective self-presentation look like?

Jan Kalbfleisch: I believe it is very important for the trade fair and event to be part of a company’s overall communication. A few years ago, this was not the case. Trade show appearances were big, flashy and pretentious. They had little to do with how companies present themselves in everyday life. Yet you need to create a consistent image and not an exceptional, disconnected communication opportunity that does not reflect the work of the company.

We notice that companies that choose and perfectly combine the right communication strategies are especially successful. External transparency is essential, especially prior to the trade show and mainly via professional social media channels.

Jan Kalbfleisch, Managing Director FAMAB Association for Direct Business...
Jan Kalbfleisch, Managing Director FAMAB Association for Direct Business Communication
Source: Benjamin Grna

You are also going to be an exhibitor at this year‘s EuroShop. What can visitors expect at your booth?

Kalbfleisch: FAMAB has created a very thoughtful yet remarkable booth for 2017. The design is strongly influenced by our logo and slogan. The booth will have a lounge-like ambiance. Our appearance intends to encourage visitors to linger and engage in conversation. Face-to-face interaction is the most important aspect of live communication.

We are also going to offer trade show tours this year. We are planning a tour through Halls 4 and 5. We want to show newcomers and interested visitors exceptional trade show appearances and booths of the EuroShop along with a short company presentation. We will also host a seminar with a cooperation partner. It will illustrate what works at trade fairs and why.

You are not utilizing these aspects this year, but what role do technology and digitization play in booth construction for exhibitors?

Kalbfleisch: They are major trends. Well-equipped booths have a great appeal. Appearances that allow visitors to participate interactively are especially well received and popular. At one trade fair, for example, I encountered a company that makes window profiles. This is a highly unemotional product. However, screens showed additional information visitors could also receive via e-mail.

Right now, augmented and virtual reality is also very much on trend. Special glasses let you immerse into different worlds. I am still unsure whether this is actually the right way to go. After all, you become extremely isolated from the outside world with these glasses. Meanwhile, the focus should be on face-to-face interaction at trade fairs.

What’s more, special live tracking tools allow exhibitors to understand what visitors were especially attracted to and what they focused on and for how long. The analysis can assist with planning the next trade show.

Photo
Source: Association Vollpappe-Kartonagen

What are the topics of the Expo + Event Forum?

Kalbfleisch: Sustainability will be one of the showcased topics. Awards will also play a major role since we annually bestow the FAMAB AWARD and honor the best projects in Europe. Another topic is the future of exhibition area where we present future developments in exhibition stand construction and design. The Expo in Kazakhstan will also be featured in a presentation. Last but not least, there will also be presentations on corporate social responsibility.

What are this year’s highlights at the trade fair according to industry experts?

Kalbfleisch: This time around, we feature more exhibitors in our field. This includes the largest and most modern exhibition stand construction companies in the world. One highlight is simply the fact that EuroShop provides a marketplace. Here you are able to learn from the pros and see state-of-the-art solutions and how your own company can implement them. That is my most important reason to visit EuroShop 2017.

 

Copyright title picture: Lufthansa

Author: Lorraine Dindas, iXtenso

related articles:

popular articles:

Thumbnail-Photo: Smart clothing to drive fitness wearable revenue...
10.06.2020   #trend research #fashion

Smart clothing to drive fitness wearable revenue

New report forcasts a rise of 11 billion Dollar by 2025

A new report from Juniper Research forecasts that annual revenue of integrated fitness clothing will rise from approximately $1 billion in 2020 to $11 billion in 2025. This rapid growth, boosted by higher pricing, will see smart clothing become the ...

Thumbnail-Photo: LED: optical illusion at the airport
16.04.2020   #digital signage #brick and mortar retail

LED: optical illusion at the airport

‘The Fashion Gallery’ concept in Vienna International Airport Shopping Plaza

BrightSign, LLC® announced  that Lagardère Travel Retail has recently opened its new ‘The Fashion Gallery’ concept, an 800m² shop in Vienna International Airport Shopping Plaza Terminal 2 Departure under customs ...

Thumbnail-Photo: Video marketing in times of Corona
09.07.2020   #digital marketing #online marketing

Video marketing in times of Corona

The potential of video content for retailers

The spread of the coronavirus has had a particularly severe impact on the stationary retail industry. Many companies are now increasingly focusing on their online presence to cushion declining in-store sales and to virtually stay in touch with their ...

Thumbnail-Photo: Upturn for brick and mortar retail in city centres?...
17.07.2020   #brick and mortar retail #customer relationship management

Upturn for brick and mortar retail in city centres?

Economic development and city marketing about current measures

Bonn's inner city – like all other cities in Germany – is struggling with the consequences of the Corona lockdown. We asked directly on site what support there is from the economic development and city marketing departments. This ...

Thumbnail-Photo: Consumer product demand in wake of Covid-19 crisis...
29.04.2020   #coronavirus #food retail

Consumer product demand in wake of Covid-19 crisis

Newly launched IRI CPG demand index

IRI® released the IRI CPG Demand Index™, a proprietary metric measuring weekly changes in consumer purchases, by dollar sales, against the year-ago period across departments, categories and retail formats.“The COVID-19 pandemic has ...

Thumbnail-Photo: Cashier as british Vogue cover star
02.06.2020   #cashpoints #brick and mortar retail

Cashier as british Vogue cover star

Keyworkers chosen for front cover providing a special moment of thanks during pandemic

British Vogue is breaking with their usual cover stars - a space normally reserved for ‘A’ list celebrities and supermodels, and instead have devoted their iconic cover for the July 2020 issue to honouring key workers who have been ...

Thumbnail-Photo: Coronavirus: most Americans now using face masks...
15.05.2020   #brick and mortar retail #coronavirus

Coronavirus: most Americans now using face masks

New nationwide survey from Fast

A new nationwide survey from Fast shows that the vast majority of Americans – 88 percent – are now using face masks, but 19% want to personally receive a COVID-19 vaccine before they feel safe shopping in stores again, while another 29 ...

Thumbnail-Photo: Word-of-mouth marketing: effective strategy
26.06.2020   #customer satisfaction #marketing

Word-of-mouth marketing: effective strategy

Study says arrogance is the secret to sales

A new study from Michigan State University published in Journal of the Academy of Marketing Science shows that leveraging consumer arrogance might be marketers' most effective strategy for promoting their brands and products."Arrogance is ...

Thumbnail-Photo: US retail spend set to decline 5.1 % this year...
08.05.2020   #retail #marketing research

US retail spend set to decline 5.1 % this year

More than double the fall of 2009’s financial crisis

As the second largest retail market in 2019 (behind China), the US is set to experience the steepest slump of all other countries this year (in terms of value) declining over 200 billion dollars versus 2019. Spend is forecast to fall 5.1 percent ...

Thumbnail-Photo: Buy now, pay later options drive increase in e-commerce...
19.05.2020   #online trading #e-commerce

Buy now, pay later options drive increase in e-commerce

New data from Klarna about sales of travel services and event tickets

Klarna released new data from its app in the US, indicating that travel services and event ticket sales are beginning to recover. While still significantly lower compared to an average pre-COVID week, the Airlines category saw a 26 percent ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen