Copyright: Constanze Tillmann/Messe Düsseldorf

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Overview: Expo & Event Marketing

Image: Visitor at WOB; Copyright: Schmidhuber

Brand appearance: building customer loyalty with relevant topics


Store design and trade fair presentation are the direct touchpoints between a brand and the customer. We talked with Michael Ostertag-Henning, Managing Partner at the creative agency Schmidhuber, about how increasing digitization impacts brand presentation and what role the customer relationship plays in it.
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"Nowhere else is retail able to experience such a wide range of innovations in direct comparison"


Euro Shop 2014 is the largest in its history. The world's largest capital goods exhibition for the retail and its partners this year again offers an ideal opportunity to learn about the current trends and issues in the industry and to experience retail impressions personally. Elke Moebius, director Euro Shop at Messe Düsseldorf, explains, which highlights await visitors at EuroShop this year.
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Image: Plane at airport; Copyright: Flughafen München GmbH

Retail concepts at the airport have to become more individual


At airports there is s chance for retailers to do really good business. But airports need the right retail concept – not only for passengers but also for customers from throughout the region. From online offers to special services and a special product mix the approaches vary greatly. And not all operators are harnessing all their possibilities.
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Image: Designer Village; Copyright: Messe Düsseldorf

"This is the new way to exhibit things"


If you want to present yourself at a trade show in style, you don’t choose a turnkey exhibition booth, but a custom booth instead – custom-made so to speak. For the past 17 years, interior designer Enno Block has passionately erected small structures for the Trade Fair Düsseldorf, which –even though they are not permanent structures- leave a permanent impression.
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Image: House at sea; Copyright: Liganova GmbH

FAMAB Award: And the ADAM goes to…the A-Class!


The ADAM award is to exhibition construction companies what the Oscar (Academy Award) is to actors. Every year, the FAMAB Association for Direct Business Communications gives the ADAM award for outstanding exhibition and brand presence. This year, ADAM sped away in a Mercedes-Benz: the A-class pavilion won the award in the L-Category.
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