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   m+a report
 The topics of the current edition 6/2017
The human factor makes the difference
They're the face and soul of any expo presence: the people at the stands bringing to life products, services and brands. Without them and their communication skills, any presentation would be merely an inanimate display platform. It takes competent communication to prepare the ground for business relations, which is why stand staffers need to play many roles, occasionally even simultaneously. This includes being inspiring animateurs, getting in touch with passers-by and actively approaching potential customers. At the same time, they're supposed to be alert gatekeepers screening visitors and identifying prospective buyers. In order to communicate a brand's image and values, it's important to be a credible brand ambassador. Furthermore, they are mindful hosts caring for their guests' well-being while at the same time being experts capable of competently answering any detailed question and as salesminded staff driving pitches towards the contract signing phase.
Small, exclusive, focused
IT is increasingly maturing into a fundamental element of other industries, and accordingly events are designed to cover very specific topics. Are specialists the only ones with a chance of surviving? is what Jörg Hecke, Product Marketing Manager with SEH Computertechnik in Bielefeld specialized on network solutions is asking himself. He considers expos, forums and industry meets to be a central element of his marketing strategy; direct communication with customers and potential buyers is essential for the Bielefeld company. "This is the only way we can learn more about their IT problems and needs. It simply works better in a compact environment." He does not want to make SEH Computertechnik's expo strategy a case for in-house exhibitions, but he would advise organizers to always keep an eye on "small-sized competitors".
Nutritional value generates added value
It's a popular wisdom that food never goes out of fashion. So the question is not if, but rather what and how we will eat in the future. Digitalization has long found its way into the food processing industry – and can be spectacularly used for providing a grand setting for wining and dining, for example with decoration elements fabricated with the 3D-printer "Bocusini". Squirrels made of meat spread over a labyrinth made of soft goat cheese all the way to lookalike marzipan busts, these are just a few tidbit options which can be realized with this device that owes its success to its manufacturer's tradeshow presentations. In 2017 alone, at least 18 fairs will see stagings with the start-up Print-2-Taste, which was first presented to the public at the IBA in 2015. Current status is that more than 200 3D-printers have been sold all over the world, and trend researcher Sven Gabor Janszky is convinced that the demand for 3D-food-printing will continue to rise.
Family business
Family-run businesses are the backbone of our economy generating many billions of euros every year. According to a study conducted by the Institut für Mittelstandsforschung, IfM Bonn, on the significance of businesses owned and managed by families in Germany, more than 41.1% of the turnover of all businesses is generated by family-owned businesses, who provide 61.2% of all jobs. 20 members of the entrepreneurial family Mittelsten Scheid are associated as shareholders to the Vorwerk company based in Wuppertal. The new Vorwerk Brand Space in Wuppertal demonstrates the diversity of the 134-yearold family-owned enterprise's brand world; Atelier Brückner in Stuttgart for the first time professionally staged the wide-ranged product lineup and the company history of the multi-faceted brand.
As small as possible, as expansive as necessary
Company presentations at expos and trade fairs have a definite mission and intent, their prime objective is to display and advertise new products and services. This significance is also reflected in the layout plans: the largest section of the expo stand is of course designated for presentation purposes, but secondary functions such as kitchenette and storage room are also essential elements of an expo participation and must usually be integrated into the packed layout for serving snacks and refreshments to visitors and stand personnel alike.
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