New was the buzzword for the planning for the international leading fair for the meat industry in May 2019. Not only was the new position in a newly created hall to bring much change for the Handtmann Group from Biberach; a completely new concept for presenting many new products and digital solutions for the industry was also required. It was a complete success. The company courageously pursued new paths and was rewarded with a double-digit increase in contacts compared to the last event! A record figure that makes a mockery of the term “trade fair fatigue”.

 

The goal: to embed the visitor into their own brand world!

 

 

In no small part responsible for the major appeal was the decision to open up internally as a company on the impressively large stand area, in order to segment the presentation there clearly by topic. Several “houses” along an integrated street invited visitors not only to discover the topics and developments presented but also to experience their added value sustainably in an exciting manner. A carefully though-out briefing from Handtmann brought the team of 3D marketing specialists from Raumtechnik onto the right path in the planning.

A progressive colour scheme, shaped by the current concept of the campaign, provided the basis for the impressive staging. Exhibits made of high-quality stainless steel, in front of a slate-coloured architecture, excitingly charged by XXL motifs with clear statements. Product highlights at the highest level, placed into the focus of attention by state-of-the-art technology and integrated into the concept of the lively exhibition in pioneering fashion, made it easy for the sales team to enthuse the audience.

Not only the extremely large appeal among visitors but also the enthusiasm of the company’s own staff and not least the major recognition of the event organiser for the presence showed again that courage, creativity and the active “claim to leadership” are rewarded in times of hard-fought market shares.