The EuroBLECH trade fair took place in Hanover, Germany, from 23 to 26 October. For Voortman Steel Machinery this is the biggest and most important trade fair in Europe and is held every two years. Visitors from the steel construction and mechanical engineering industries come together here from all corners of the globe to find out about the latest developments. At our stand alone we counted over 50 different nationalities, from Russians to Australians!
Following a few months of hard work, we had come up with a fresh, innovative and well-thought-out stand, surrounded by clear communication to help us address our target groups in the most focused way possible. The stand design was devised on the basis of our new overarching theme of ‘Accelerating (…) Performance’, which VSM will be using in various communications over the coming period. Central to this theme is our results-driven approach, which enables our customers to improve their performance on a number of levels together with Voortman! Variations on the theme are communicated by completing the (…) in the middle of the phrase with different options. We divided the stand up into two worlds – disciplines with which our two principal target groups, Steel Fabrication and Manufacturing, would be able to identify as much as possible. On the left-hand side of the stand the Manufacturing world was symbolised through inspiring videos, an interactive product portfolio, recognisable end products, the V310 plate cutting and drilling machine (which was demonstrated live), the new brochure and, of course, the theme ‘Accelerating Manufacturing Performance’. On the right-hand side the Fabrication world was symbolised in the same way, but in this case using the brand-new V631 profile drilling and milling machine, which was launched at the trade fair under the theme ‘Accelerating Fabrication Performance’. Besides this division into two different sections, the open nature of the stand and the excellent hospitality made it a popular destination for visitors. The Virtual Reality (VR) component also proved to be quite a draw. Here visitors could put on a VR headset and transport themselves to a virtual production hall complete with automated production line.
All these different elements combined to make the event a great success. Many of our visitors and competitors were heard making comments such as ‘Wow’ and ‘Sehr Schön’ and people stressed how clearly our stand came across. This success is also reflected in the figures for the trade fair: we have already issued more than 70 quotations as a result of EuroBLECH and over 300 companies visited our stand, 100 of whom are new to us. The number of quotations issued is still rising. With a huge number of enthusiastic visitors, interesting discussions and an impressive number of quotations now issued, we can certainly look back on a successful trade fair!