“After the trade fair is before the trade fair” – this sentence especially applies to the world’s most important trade fair in occupational safety, the A+A. After the exhibition, which takes place every two years in Düsseldorf, conceptual preparation for the next A+A usually begins directly afterwards. Traditionally, uvex has been one of the largest exhibitors for many years, with up to 1,000 sqm of booth space in the past. The trade fair concept, including the core message and key themes, should be finalized at least one year in advance. For smaller trade fairs, preparations start about 10 months beforehand. The intensity of preparation increases over time – the decisive phase then lies in the last four months.
Ideally, a trade fair should convey the competencies of the entire company. Therefore, in addition to marketing, all SBU areas and the respective affected sales organizations are involved in the preparation process. While the focus of the preparation phase lies with the marketing and product managers, it is, of course, primarily the sales colleagues who are active during the trade fair.
Depending on the size and effort, the booth builder begins construction three to six days before the start of the trade fair. The last two days before the fair are characterized by equipping the booth with products, exhibits, catalogues, and promotional materials.
At an A+A, the construction team consists of up to ten people. In addition to three to four marketing colleagues, at least one representative of each product group is on site. The tasks are clearly distributed: marketing takes care of the entire booth organization with topics such as booth construction, graphics, technology, logistics, or catering, while colleagues from the SBUs are responsible for the selection and presentation of the products. Together with various employees from booth construction and technical services, a good fifty people contribute to completing the booth on the final setup day.
In recent years, the colleagues from uvex equestrian have grown into a permanent fixture at SPOGA, the leading and innovation trade fair of the global equestrian industry. Almost 400 exhibitors are represented at the trade fair in Cologne and cover the entire spectrum from fashion to nutrition to the topic of safety. Since uvex entered equestrian sports in 2009, the equestrian team has presented new products every year at its own booth – especially an exclusive selection in the premium segment. For example, the uvex suxxeed diamond, manufactured in collaboration with Swarovski, impressed the press and specialist retailers in 2019.
Twice a year, the geographical distance between the sibling brands uvex and ALPINA is bridged. Just a stone’s throw away from each other, uvex and ALPINA presented their new products at their booths at the sports trade fair ISPO in Munich.
ISPO is considered one of the world’s most important sports trade fairs and is an international platform for the sports equipment and sports fashion industry.
For many years, the two brands uvex and ALPINA have been a fixed part of the trade fair lineup and are often represented at the award ceremonies as well. For example, the uvex sportstyle 706 colorvision or the Attelas Visor ski helmet were honored with the ISPO Award.
Around 35,000 international visitors and 32,000 end consumers are attracted annually to the international bicycle trade fair Eurobike. The uvex trade fair booth offers a perfect platform to present new products and to exchange views with retailers and end consumers on important topics. But not only uvex is represented here, but of course also ALPINA.
uvex also repeatedly makes it onto the winner’s podium – for example, the uvex variotronic technology managed to secure the coveted Eurobike Award.
