by Jamie Zavoral Brown and Jim Obermeyer
We all know more and more of our US-based clients are venturing into international waters in the trade show world, and we all talk about it at our industry conferences and events. But when your client asks you to actually do it, it’s time to step up and make it happen. And that requires trusted partners around the globe. This is the story of one such adventure.
The partner companies involved in this one were Bray Leino Events, with offices in the UK (Devon, Bristol, and London) and Singapore and Hamilton Exhibits, with offices in Chicago, Denver, and Indianapolis in the United States.
This was the first opportunity for Hamilton to work with its client Baxter Healthcare’s Global BioPharma division for an international conference in Frankfurt, Germany. This division had been utilizing their Euro partners for the past several years and the budget was modest for an 8 x 12 M stand. The primary objective was to propose a dynamic solution, fully turnkey, within budget.
Hamilton & Bray Leino Events initially discussed the client’s objectives, timeline, the show hall plan, and the rules & regulations from the show, CPhI Worldwide. In reviewing the hall floor plan, they discovered two large columns within the stand perimeter in Frankfurt. This prompted an immediate request to show management for approval to brand the columns, integrating those elements into the design. Bray Leino Events proposed a stand design that maximized visibility, brand dynamics and all within budget parameters.
At this show, the Convention on Pharmaceutical Ingredients (CPhI) exhibitors offer solutions across the full Pharma Supply Chain, uniting Pharma buyers and sellers across the globe.
Baxter Healthcare’s primary objective was to reinforce their Global position in the Pharma marketplace while scheduling pre-determined meetings with key targets. The stand was to serve as the primary meeting space with two meeting rooms, linked with a hospitality area for their guests and an open, inviting entrance for additional prospects as well. The design had to provide a great visitor journey to insure the best possible experience for Baxter’s attendees. Working in collaboration Hamilton and Bray Leino Events delivered that experience.
The Hamilton & Bray Leino Events teams partnered collectively with design/creative, project management and an expert onsite crew that worked flawlessly to deliver an impactful solution within the timeframe and budget restraints. Hamilton and Bray Leino Events started their collaboration work on the Baxter Healthcare project in 2017 and have worked with Baxter together at CPhI ever since.
In addition, the two companies have worked together on events such as the Middle East Business Aviation Association (MEBAA) show in Dubai with client Aloft AeroArchitects and have partnered on numerous global exhibition programs for a wide range of prospective clients.
Successful partnerships between companies start with clearly defined objectives and constant communication, regardless of the time differences, and knowledgeable, hands-on teamwork. The two companies have created a single end goal of servicing clients as a top priority regardless of show location.
The Baxter Global BioPharma division reported the highest success rate in their ten-year presence at this event, boosting the brand impact and their impression on the show floor. The team has since been asked to support Baxter’s future global events along with their North American conferences for this division.
The partnership between Bray Leino Events and Hamilton has created a seamless solution for the Baxter team across the globe. Exactly what we have all talked about doing.