January 26, 2016 | Laura Baines
We wanted to see just how powerful exhibitions are for achieving your marketing goals, from lead generation to sales to brand awareness. We also wanted to know what role using a professional exhibition stand design and build company could play to deliver those goals. So we decided to visit Autosport International for an interview with our client AP Racing, to find out more.
Autosport International is Europe’s largest indoor pre-season motorsport event and this year it was held at the NEC in Birmingham. It’s every car lover’s dream exhibition, bringing in over 84,000 people from trade to the public – all of whom are passionate about motorsport and performance cars.
AP Racing is the leading manufacturer of performance brake and clutch systems for road and race cars. We designed and built AP Racing’s exhibition stand for Autosport International and they kindly agreed to answer some of our questions while we visited them on-stand. Our roving reporter Guy met up with Marketing Engineer, Joe Bennett, who’s been working with Nimlok for over four years.
Guy: What was your aim for the show?
Joe: The aim is for AP Racing to build brand awareness. We come to these exhibitions bringing new products to show the public, as well as the trade, and the main emphasis is to keep the brand at the forefront of people’s minds.
Guy: Has the show met your expectations so far?
Joe: It’s been pretty good. We don’t take any sales here but it’s a great opportunity to provide people with technical information about the product directly.
Guy: What were your key considerations when briefing your exhibition stand design to the Nimlok team?
Joe: Our briefing for the new stand design was a couple of years ago now. It was to bring something modern and something clean to take us away from where we were before. We have a great belief that less means more, so where AP Racing were with their stand designs previous to the brief we gave Nimlok is a million miles away.
We’re happy with what Nimlok produce for us in the configurations that we have. The modular system helps us where we have different show requirements. We go to different exhibitions around Europe and having a small configuration and a large configuration, that’s here at this show, means great adaptability for ourselves.
Guy: How has Nimlok met your stand and show requirements?
Joe: The fact that Nimlok install and dismantle the stand is great. We’re happy with the professional approach they provide during that process and also everything else they do for us. It makes life a lot easier for us. Before, we used to install and dismantle our own stands. The fact that now there is a professional company involved takes a lot of pressure off our own requirements in-house. It helps no end in preparation for all our shows.
But for us, it’s not all work and no play! A keen motorsport enthusiast himself, Guy filmed his own highlights from the show. We hope you enjoy.
Like Joe, we can help you exhibit all across Europe, and internationally too! Whether you’re after a completely bespoke modular stand, which can be scaled to suit any space, or simply want to hire a bespoke stand for your exhibition programme, we can help. To see how, visit our exhibiting worldwide page.