Insights: how B.PRO realises trade fair appearances

It catches the eye from afar: instead of cool-looking, functional elements, B.PRO has airy canopies hovering above visitors. They not only create a warm, inviting atmosphere, but also provide orientation. Contrasting in colour, they provide a clear structure for the various communication and presentation areas: In addition to the major themes of automation and digitalisation, there is also space here for a variety of classics such as serving trolleys, shelf trolleys and cooking stations, which are continuously updated and supplemented with new models and expansion options. Finally, collaborations with partner companies also make a big appearance, for example in the form of the catering concept FRESH&GO. Audiovisual media provide additional information and thus support the presentation of the systems and solutions.

The well thought-out combination of the expressive and open stand architecture and a modular and therefore sustainable concept has also won an award: B.PRO was included in the "Brand Experience & Trade Fair Design Annual" trade fair design yearbook.

As transparent and light as the trade fair stand may appear, B.PRO's heads are spinning until the first visitors can be welcomed. The organisational preparations for major industry events such as INTERGASTRA or INTERNORGA take around four months. Marketing, sales and product management determine which professional kitchen solutions are to be presented and how. A number of other questions also need to be clarified. For example, what adjustments need to be made to the stand design. Or which product experts will be on duty on which days.

The centrepiece of the logistical preparations is the trade fair warehouse, where everything that typically goes on a trip can be found - from pens and brochures to a complete cooking station. Exhibits that are not yet part of the warehouse inventory are produced especially for presentation to the public. Three employees prepare the entire stand equipment for dispatch according to parts lists; for the 70 square metre B.PRO trade fair presence, for example, this means 30 packages of various sizes.

A great deal of coordination and manpower is also required for the set-up at the exhibition venue: the teams for exhibition stand construction and event technology work together to transform the quantity of individual parts into the final B.PRO exhibition stand, which is almost impossible for outsiders to grasp. Internal and external staff are then deployed to ensure that everything runs smoothly, for example with the catering.

The starting signal has been given. Visitors flock to the stand to find out about the latest innovations or to ask questions about the classic products they use every day. After all, they should make everyday life in the professional kitchen easier for as long as possible - so a chat about B.PRO's extensive maintenance and repair services is often just the thing. "Our visitors particularly appreciate the uncomplicated professional dialogue with our team and the relaxed atmosphere," says Markus Brieskorn, Head of Live and Digital Communications. For B.PRO employees, there is also no substitute for direct, personal contact at the trade fair. It's not just the enthusiasm for the products on show that is quickly ignited. Feedback from the field is also worth its weight in gold for B.PRO in order to further develop the solutions for catering professionals in close proximity to the target group. "We are particularly pleased when our trade fair stand is so well received that our competitors start talking about us," adds Markus Brieskorn with a laugh. And that has happened more than once so far ...

The next opportunity will be at the INTERNORGA 2024 in Hamburg.