Suppose, as a company, you want to strengthen your position on the Dutch market. What do you do then? You participate in a trade fair. For Hardis Group, ICT & Logistiek was the opportunity to bring its Reflex WMS solution to the attention of the target group. Marketing manager Foeke IJntema explains.
Create brand awareness
"As a WMS supplier, we are the market leader in France. In 2016, we actively entered the Dutch market. Previously, a number of customers including bol.com and a leading logistics provider had already chosen our solution. On the recommendation of Dutch partners, we participated in ICT & Logistiek. In addition to the stand, we presented a business case with bol.com, a major customer of ours, during our 2017 exhibition participation.
It turned out to be a hit. We were able to make good contacts and bring our WMS to the attention of the target group."
"ICT & Logistiek also offered us a platform to provide demos. Last year, we demonstrated our warehouse drone Eyesee in an enclosed area on our stand. That attracted a huge number of people. ICT & Logistiek is the perfect opportunity to bring Reflex WMS to the attention of our target group to create brand awareness and generate leads.
An informal cup of coffee
"Meanwhile, we are making a name for ourselves in the Benelux: parties like bol.com and Rajapack Benelux are already using Reflex WMS. In addition, we recently announced the opening of Hardis Group Benelux, which will be based in Utrecht. Nevertheless, we are also participating in ICT & Logistiek this coming edition. Trade fairs are always a good time to meet potential customers face-to-face. Especially engaging with customers over a good cup of coffee is important these days. For interested parties, it is also an informal way to engage in conversation with one of our WMS experts. Surely it is more approachable to just walk past our stand than to pick up the phone and make an appointment."
Increase trade fair participation success
"Both before, during and after the fair, there are a number of things you can do as an exhibitor to increase the success of your participation. It starts, of course, with a good position at the fair. Then you start promotion; you show that you are present. We start marketing the event, both online and offline, about six weeks before the trade show starts. We place advertorials, run online campaigns and our participation in the fair is announced through various social media channels. We highlight the business case of Reflex WMS particularly well in the promotion. That attracts high-quality contacts."
"What I think still sometimes goes wrong with exhibitors is the follow-up. You have to actively approach the database you get from the trade fair. People don't come to a fair without a reason. It is always worthwhile to make a quick follow-up call asking: 'Can we do something for each other?' That often turns out to be the starting point of something much bigger."
ICT & Logistiek will take place on 7 and 8 November 2018 in Jaarbeurs Utrecht. Would you also like to participate or receive more information? Visit the ICT & Log istiek website for more information or contact our account managers Coen van Boxtel or Tjarco Braun directly at 030-2952999.
