Trade fairs · CP Pump Systems
ACHEMA in Frankfurt is one of the most important trade fairs for the process industry, in 2024 with around 2800 exhibitors from more than 50 nations. CP Pump Systems was present for five days with its own stand, under the motto “Safe pump technology – protecting people, the environment and investment”.
In spring 2024 I took over the ongoing project, revised the planning and led the presence through to the last day of the fair: from inviting customers to materials, shipping and catering to the team on the stand.
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 I built a dedicated form in Zoho Forms, in German, English and French. Enter contact details, choose a gift, accept the terms of participation: by making their choice, customers also registered for their visit to the stand.
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.
The invitation in numbers
Almost one in five people who opened the invitation went straight on to register.
Which gift was chosen 74 registrations, as of 27 May 2024
| Mailing | Language | Sent | Opened | To registration |
|---|---|---|---|---|
| Mailing 1 | DE | 2271 | 367 | 75 |
| Mailing 1 | FR | 139 | 22 | 4 |
| Mailing 1 | EN | 42 | 9 | 1 |
| Mailing 2 | DE | 1644 | 256 | 42 |
| Mailing 2 | FR | 89 | 10 | 0 |
| Mailing 2 | EN | 19 | 1 | 0 |
| Total | 4204 | 665 | 122 | |
Opened: contacts who opened the mailing at least once. To registration: contacts who clicked the link to the registration form. Registrations: entries in the registration form up to 27 May 2024, excluding internal tests and duplicates. Sources: Zoho campaign report, trade fair briefing.
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. I designed the ball 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 we created four product islands with exhibits and info pillars, plus an area for conversations and catering. I coordinated the planning with a stand-building agency, right through to 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 our origins: Swiss chocolate as a giveaway, plus Swiss meat and cheese. The stand was well attended, and the live demonstrations were well received.
Each product island had an info pillar, 800 × 2200 mm. For 2024 I revised the texts and approved the print files. On the right, a pillar in use on the stand.
5 · Behind the scenes
To make sure everything ran smoothly on the stand, the whole team received a detailed briefing: facts about the fair and congress programme, hall and stand plan, gift collection procedure with all registrations, set-up and dismantling, shift plans for each day, travel and hotel, dress code in CP colours, live demo, catering and a revised lead form.
I also organised hotel rooms for the stand team and for visitors from our own company, as well as shipping the exhibits and materials to Frankfurt.
My tasks
I look forward to hearing from you and to a first conversation.
