Successful GIFA 2011 for Bühler Druckguss07/20/2011 The innovation cycles of the foundry industry are defined by the GIFA which takes place every four years in Düsseldorf. The theme of the 2011 fair was energy efficiency. It provided the trade show with record numbers of exhibitors and visitors and helped increase the number of orders for Bühler Druckguss. The GIFA 2011 will be fondly remembered at Bühler Druckguss. Occupying a space of 600 m2, the booth was one of the biggest in Hall 11. It was very impressive visually, also in terms of content and media. It is very possible that many of the 79,000 international visitors from 83 countries also visited Bühler. Based on the slogan “Empowering Success”, a Carat 130 Lean die casting machine was displayed, representing Bühler’s spectrum of the 2-platen technology it has already successfully established on the market. In addition, information about the efficient use of energy in die casting and technologies such as Structural and Lost Core were explained in specially created themed areas. Retrofitting and other services provided by Bühler were also highlighted. The entire sales team was provided with iPads which served as a new tool for presentations and sales. And over 1,000 guests took part in the on-line “Energy Game”.
Preparation is key!
For the better part of a year, the project team worked on this major project that will decide the success of the business unit on the market over the next four years. Based on the cooperation between the advertising agency, exhibition organizers, caterers as well as a pantomime group, visitors were offered an experience that bordered on perfection. In order to ensure that this also translated into paying orders, Bühler sales consultants gathered for a training event in advance of the trade show.
An Integrated Brand Experience
Visitors to the booth were to experience the Bühler brand and what Bühler Druckguss has to offer as comprehensively as possible. The brand’s spirit of innovation, technological superiority, vast process expertise, and elaborate portfolio of services were meant to be anchored in the visitors’ consciousness. The visual framework of the booth was characterized by the elegant black and white paneling and Bühler logos. The area in front was dominated by the Carat machine which became a popular subject for photos thanks to its use as a backdrop for the Mark & Bein pantomime group. The Bühler sales consultants were provided a classic, serious look as they were shrouded in dark fabric with a red scarf or a red tie providing a touch of style. They proudly served up the desired product presentations, videos and information on their proverbial silver trays, i.e. iPads.
Technologies for the Future
The exhibits and information about the Structural and Lost Core technologies were of particular interest to the knowledgeable audience. While structural components die cast in aluminum have already reduced the weight of modern vehicles, the Lost Core technology is on the brink of a possibly fundamental change in the industry for cast non-ferrous metals. Lost Core means that by using salt cores, for example, we will be able to produce components in die casting that up to now have not been possible with current technology. This is accompanied by the economical use of materials, high production rates as well as the superior precision of the die casting technology. As a result, conventional production methods such as sand casting or gravity die casting face serious challenges.
Passing on knowledge while having fun
Thanks to the date saver and the invitation, around 3,000 contacts were invited to participate in the “Energy Game” created specifically for the trade show. The objective was to evaluate ten criteria based on their potential to conserve energy. Prizes included solar battery chargers for electronic devices and two iPads were awarded daily as the grand prize. Winners were notified by SMS, which was also used to access the sample answers. The daily prizes were drawn at the Bühler booth. After a somewhat shaky start in the run-up to the trade show, the game soon gained in popularity and generated over 1,000 registrations that are now being processed.
The efforts have paid off
Even though hosting a booth at the GIFA trade show always presents a great challenge and requires major investment, the continuous stream of visitors and the quality of the exhibitors also speak for the effectiveness of the measures taken. Bühler Druckguss was able to present itself professionally to more than a thousand visitors and offer its services for future collaboration. In the end, its success record was rewarded with substantial business transactions.
If you have any questions, please contact:
Monika Koller Müller, Marketing and Kommunikation,
Bühler Druckguss AG, CH-9240 Uzwil
T +41 71 955 22 84, F +41 71 95525 88,