Two of Pepperneck’s long-standing clients exhibited at the recent international machine tool show, EMO in Hannover, prompting a visit from Pepperneck to support their attendance and catch up with some familiar faces.
The Pepperneck team worked closely with oil mist removal specialist, Filtermist, to make sure it maximised its attendance with some strategic planning prior to the show. As an international brand, Filtermist has vast experience of exhibiting at trade shows around the world and recognises that careful preparation is vital.
‘Team EMO’ undertook a number of activities to ensure the show would generate leads and enquiries about Filtermist’s products, starting with the stand design. At 4m x 5.5m, Filtermist’s exhibition space required a robust stand that aptly conveyed the quality of its products, whilst allowing room for meetings and networking to take place. The EMO team made sure the final approved design would allow easy access for visitors whilst effectively showcasing Filtermist’s latest products.
Filtermist’s Sales Manager, Stuart Plimmer, commented, “When you’re one of 2,100 exhibitors it’s vital that your stand has an impactful presence. The clean lines of our stand gave us the professional kudos our business deserves and acted as a meeting point for representatives from more than 20 of our global distributors, a number of whom brought customers along to find out more about our products.”
Pepperneck’s in-house designers created an A4 flyer for use at EMO 2013 outlining the latest products and accessories on show – a German version was also produced as approximately two in every three visitors were from the host country. A news item was prepared and posted to Filtermist’s news page in the run up to EMO - this then acted as the main ‘hook’ for all social media activity that took place throughout the show.
An EMO focussed email newsletter was sent to every distributor prior to the show advising them of Filtermist’s stand location, the new products being launched at EMO and introducing the inaugural ‘Distributor Awards’. Filtermist’s International Distributor Manager, Alison Green, says, “Export trade is a huge growth area for us – we have more than 35 distributors selling in to over 60 countries worldwide. EMO is a great opportunity for us to meet with as many of our distributors as possible and this year we wanted to thank them for all of their hard work in helping us to grow our international sales.
“Filtermist understands that effective communication with our distributors is key to increasing sales. We send regular email newsletters to share case studies and examples of best practice, as well as keeping our distributors informed about the latest product and company developments. We’ve recently rolled out a dedicated ‘Distributor Resource Centre’ which provides our global network with 24/7 access to all of the resources needed to support sales efforts around the world.”
The result of this strategic, integrated approach is tangible as Filtermist’s Managing Director, James Stansfield, testifies, “Filtermist has attended EMO since 1989 and 2013 was our most successful show ever. We received a substantial number of enquiries, met with some of our existing clients and were visited by Filtermist distributors from 24 countries. Our export sales have increased by more than 25% since 2010 - keeping our distributors engaged and enthused about our products is the secret to our success.”
Pepperneck also caught up with another of its existing clients, Filtermist’s parent company Absolent AB, which was showcasing the latest additions to its range of dust, fume and oil smoke extraction units. The Swedish company has undertaken a number of projects with Pepperneck and was particularly interested in discussing how a bespoke animation could help increase international sales.
Pepperneck’s Managing Director, Steve Adams, says, “Seeing the results of our work is always satisfying, especially when the benefits are so tangible. International trade shows offer an excellent chance for our clients to raise awareness of their products and services, but the opportunity can be wasted without sound strategic planning. We are proud to work with a number of truly international companies that recognise the value of strategic marketing support.”
If you’re interested in finding out how Pepperneck could support your company’s attendance at trade shows please contact Business Development Director Ian Woodward or call 01684 578546.