A trade fair is always something special: visitors (professionals) can catch up on the latest trends in their respective fields and view the newest range of products.
There is opportunity to converse with specialists and there is a high concentration of knowledge in a relatively small space. Personally, I love to go to the Frankfurter Book Fair every year.
Lots of room to hang out
All colors and shapes
Trade fairs are also exciting and important for LA SIESTA. The trade fairs in spring and fall are the cornerstones of our calendar year. It is especially exciting for us to welcome visitors from around the world. Fortunately, we have a very international staff and therefore always have “foreign language experts” at our stand who can competently answer all questions that may arise. We establish many new contacts at trade fairs, but no sales take place. It is, however, a great opportunity to get acquainted with the products. For example, the various fabrics from which the hammocks are manufactured can be scrutinized up close and in person.
This spring we’ve had stands at the following fairs: the Maison et Objet Paris, the IMM (International Furniture Trade Fair) in Cologne, The ISPO in Munich (International Sporting Equipment Expo), the Spielwarenmesse (Toy Trade Fair) in Nürnberg and the Ambiente in Frankfurt. You see, we’ve been getting around!
The special feature: each one of these trade fairs distinguishes itself through various focal points and target audiences. This is exactly what makes each visit so fascinating. It also shows how versatile our hammocks are: whether as decor for indoors, as practical outdoor sporting equipment (our Colibri!), as a place to relax in the backyard, or as a creative playground for the kids.
Flora- decorative indoors
Our Colibri- practical outdoor sporting equipment
Domingo- relaxing in the backyard
Iri rainbow-as a creative playground for the little ones
There are so many stands at a trade fair. It’s a challenge for an exhibitor not to get lost in the maelstrom of so many choices. Jean-Christophe, creative and brand manager for LA SIESTA, plans and designs the stands. I would like to ask him what is important when planning a stand:
What is the most important factor in the design of a stand for the trade fair?
There are various target audiences at each trade fair which determine the choice of products. The focus could be on sports, children, garden, décor, or furnishings.
When do you plan a stand for a trade fair?
The stand is planned a few months prior, as soon as we know the layout (size, walls, etc.).
What do you look out for in the design?
The colors have to be harmonious but also varied. The newest products from LA SIESTA are the highlights of our stand. Another important factor is that there must be enough room available so that the visitors and our staff can move freely. It is vital to have an adequate pathway.
So, there is a lot to watch out for when planning an expo stand. Every little detail has to be just right in order to optimally display the products. We even have TV sets showing videos of the products that we have on exhibit. For example, how a hammock is hung using our Fixing-Sets.
It is very important to me that you also get to know other members of our staff, besides Jean-Christophe, who are involved with the trade fairs and have done a fantastic job. Unfortunately, I can’t mention all of them here, but I made a short but sweet list for you.
Peggy, Junior Graphic Designer, has been at LA SIESTA since December. This year she attended her first trade fair. Next season, she will take over stand design.
Saleswoman and model-in-training
Specialist for warehouse logistics-always has everything in perspective
Elisa, is in her third year of apprenticeship as saleswoman in wholesale and foreign sales. She has been to many trade fairs, the IMM in Cologne being the last one during her apprenticeship. She is always glad to go to trade fairs: ” I find trade fairs very interesting, and I was able learn a lot. The previous telephone contact that I had in the office with customers was a big benefit for me.” Elisa has her written exam in April- so cross your fingers for her!
Hassan is a training as a warehouse logistics specialist, and is also in his third year of apprenticeship. He is regularly involved in building and dismantling.
I think it’s great that the apprentices are so well incorporated and that so much confidence has been placed in them. They assume a lot of responsibility. And new co-workers are immediately integrated into the team and right away receive challenging and creative assignments. That’s the way it should be!
In conclusion, it was stressful at the trade fairs but we had so much fun! We’re already looking forward to the next.
Curious as to how things work at a trade fair? Here, you can get a few impressions from the IMM in Cologne:
There are many ways to sit in a hammock. How many of them do you know?