Our main objectives for exhibiting at Automechanika Birmingham is to reach the UK market to inform them about the different products that HELLA offers and raise brand awareness. The business is known for lighting but the product range offers other ranges of electronics.
The show helps HELLA Gutmann to showcase technical training & diagnostics to our primary and secondary customers. Ultimately, we are looking to influence buying decisions from the end user through to the factor and exhibiting at the show really helps us to achieve this.
Over the 4 years that we have exhibited at Automechanika Birmingham we have soft launched new products to the market. The face to face conversations are invaluable when the product information is technical and your aim is to share product knowledge with potential new customers. A quick invitation to the press and a presentation of new products on the stand really helps to deliver the message to the UK market in an efficient way.
In 2019, we successfully launched our CV filtration by using interactive elements to our stand. We used media on the stand to show the latest technology and gave visitors the chance to interact, touch and see the product in action.
Each year, we try to introduce new elements on our stand to increase interest and footfall. HELLA welcomed Edd China onto the stand in 2019 which drove visitors towards HELLA’s location in the hall. For the first time, the stand staff offered a daily competition and giveaways for the first 50 visitors to the stand each day. This was great for driving urgency and capturing new contacts for potential new leads.
Having an exhibition stand in a prime location is important but going the extra mile to be different to the other stands in the hall is essential. We do this by showcasing technology in other areas of the event such as the Workshop Training Hub. This gives us dual location in the hall and increases brand exposure to garage customers who want to learn more about ADAS.
In 2019, we also offered training seminar sessions on ADAS on our stand and were represented by Neil Hilton in the seminar theatre. This worked really well in driving quality visitors who were interested in the topic directly to our stand.
The Automechanika team work really closely with us from the moment we book our stand. We have their support throughout build up to the event, working together to promote the event and strengthen our marketing campaign. This certainly helped HELLA to reach more potential customers in different channels such as the printed show preview and guide onsite.
We promoted our presence on social media & sent direct emails to our customers once a week for 4 weeks prior to the show. We also had a dedicated visitor registration link for VIP HELLA badges to encourage visitors to sign up.
We attended the Exhibitor training Day in March & took away some top tips from speakers ProExtra on how to plan pre-show and train staff how to act on the stand. Although, we were not sure about attending this day originally, after attending, we can’t recommend it enough to companies who want to have a successful event!
It is always hard to measure the exact ROI at a large trade exhibition but we are sure we have reached potential customers and our existing customers with the HELLA brand. We had several important leads from high quality customers which we have been following up since the event. Automechanika Birmingham is an event offering a dedicated platform into the UK market. We could book a stand and do nothing until the day of the event but we have learnt over the years, the more you put into an exhibition the more comes out!