Trade fairs · CP Pump Systems
ACHEMA in Frankfurt is one of the most important trade fairs for the process industry, in 2024 with around 2,800 exhibitors from more than 50 nations. CP Pump Systems was there for five days with its own stand.
Task: Take over the ongoing project in spring 2024 and lead the appearance through to the last day of the fair, with one goal: bringing customers to the stand.
Solution: An invitation with a gift, a stand that invites people to take part, and the entire organisation behind it: hotels for the stand team and for visitors from within the company, travel, catering at the stand, shipping of exhibits and material, and a detailed briefing with shift schedules.
Result: 74 registrations with a gift choice from 4,204 invitations, and 132 leads in five days. A great success according to the internal review: the live demonstrations impressed visitors, the new products attracted strong interest, and users gave valuable feedback.
1 · The invitation
The invitation combined the visit with a gift: two mailings in three languages and a reminder invited customers to choose a gift in advance and collect it in person at the fair. After the fair came a thank-you email.
On the stand, the responsible salesperson handed over the gift in person. That way, every collection became a conversation.
For registration, a dedicated form was built in Zoho Forms, in German, English and French. Enter contact details, choose a gift, accept the terms: by choosing a gift, customers registered for their visit to the stand at the same time.
After submitting, a confirmation was sent automatically with the CP code for the free entry ticket. Registrations went straight into the CRM, sorted by gift and responsible salesperson.
2 · New promotional items for the fair
The choice was a SIGG bottle, a bath towel and a football. The ball and the bath towel were created new for ACHEMA, both in CP’s corporate design.
The ball tied in with the European Football Championship in Germany, which began on the last day of the fair. Designed from the sample and the 32-panel template to the finished design in CP colours.
A high-quality bath towel in CP blue, with the logo woven in rather than printed.
3 · From sketch to stand
On 108 m² in Hall 8, four product islands with exhibits and info panels were created, plus an area for conversations and catering. The planning was coordinated with a stand construction agency, right up to the set-up on site.
4 · On the stand
At the assembly table the question was: who can put the pump parts together fastest? A buzzer stopped the clock. The game was deliberately placed inside the stand and run by the sales team, which sparked the right conversations. A live demo on the demo unit showed how the pumps work.
The catering also spoke of CP’s origins: Swiss chocolate as a giveaway, plus Swiss meat and cheese.
Each product island had an info panel, 800 × 2200 mm. For 2024 the texts were revised and the print files approved.
5 · Behind the scenes
To make sure everything ran smoothly on the stand, the whole team received a detailed briefing, from the hall and stand plans and shift schedules to the gift collection process.
On top of that came hotel rooms for the stand team and for visitors from within the company, and shipping the exhibits and material to Frankfurt.
Scope
I look forward to hearing from you and to a first conversation.
