automechanika ‘08A Great Success for MAHA
A Great Success for MAHA
MAHA's booth at the automechanika ‘08, the most important exhibition in the automotive branch, measured 1,000 square meters. Never before in the company's history had its presence at an exhibition reached these dimensions.
4,680 exhibitors from 146 nations and 80 countries informed over 166,000 exhibition visitors from across the globe about innovations and future visions.
MAHA presented innovative new and ongoing developments from all the various companies departments. One of the definitive highlights was the newly developed scissors lift DUO UC 4.5/5.0 W which has a patent pending.
The particle measurement device MPM 4 – a new MAHA development to measure the particles in combustion motor exhaust, was already recognized in advance by expert customers and the renowned Fraunhofer Institut or System and Innovation Research. In August 2008 it received an important award- membership in the “Green Directory“. This award certifies, in particular, innovation and environmental contributions such as a substantial contribution to environmental protection, responsible management of energy, reduction of material or noise emission and efficient utilization of raw or working materials.
And the fully newly developed MAHA workshop concept took on special meaning at the automechanika:
Together with our participating partner companies, DAG, BUTZBACH and GRAEFF a real daily workshop situation was created in the outdoor arena.
Measure for Success
In order to evaluate exhibition participation as positive, numerous prerequisites must be fulfilled.
In a world full of open channels to gather information what are the reasons then for visiting specialized trade exhibitions?
Survey results show that the number one reason given by visitors by a large margin is the ability to receive direct information onsite about new innovations. This is the case for over 50% followed by another 20% declaring the desire to maintain good business contacts as a reason to visit. Other exhibition visitors see it as a way to gather additional information before making planned investments and finally others use an exhibition visit for general market orientation. It also offers a good platform to establish business relationships.
When survey respondents were asked about how to generate interest in the exhibition and draw the greatest number of visitors, the extreme importance of company image and the factor of company recognition were underscored. A personal invitation to the exhibition was also rated very highly.
The booth personnel is an important factor for the success of exhibition participation. This starts with the visual appearance and should not be underestimated. You only have one chance to make a first impression. The Corporate Clothing of the MAHA booth personnel presents an absolute positive image. The atmosphere and the optical design of the booth are also evaluated. The availability of the booth personnel, its competency, the quality of information dissemination, the behavior of MAHA employees in conversation, the friendliness and style of product presentation; all these parameters had an approval rate of over 80% with MAHA!
This impressive positive result is most certainly thanks to the unique team building measures undertaken by MAHA's marketing director, Mr. Gorbach. Every exhibition evening ended with an unforgettable event organized by Mr. Gorbach at a different location attended by the entire MAHA exhibition team!
They celebrated together – and this positive mood carried over into all the stressful exhibition work days. The all important feeling of togetherness and belonging was created. Team meetings were held every morning before the doors opened and the sales and quota kings of the previous day were crowned adding an additional impressive thrust to the motivation ladder.
The fun and joy factor had a positive effect on the economic results.
An important success factor is that 58 % of the booth visitors were first-time MAHA exhibition booth visitors, 42% were the socalled “regular visitors“. The aver - age time spent at the booth was over half an hour, to be exact 36.44 min. And the number of those visitors who engaged in a personal consultation was high: 63% were interested in a de tailed conversation about products and services from MAHA.
In all respects, automechani ka’08 was a positive success for MAHA. But as the saying goes, after the exhibition is just before the next one. The next automechanika already takes place in 2010. And MAHA has set its sights very high.