Krüger & Salecker decided to join the Natural Products Expo West virtually this year. The American fair that usually opens the doors in Anaheim, CA put their event on an online platform. The Covid-19 crisis did not allow for a physical event this year. But the organizers tried to offer every aspect of a physical tradeshow.
Exhibitors could set up their booths with videos, documents, product descriptions and special trade show discounts. Attendees could navigate over the platform looking for exhibitors, products, and other attendees and sending connection requests or set up video calls.
Krüger & Salecker chose to reuse the videos in form of machine demonstrations, webinars, as well as portfolio presentations to draw attention to their virtual booth. A special video was shot to use as a header of the booth. The focus was cast on the cereal molding machine GFT and its gentle processing of the ingredients. They stay intact and are not damaged in any way.
For the Natural Products Expo, Krüger & Salecker continued their line of interviews with customers. Teresa Humrichouser and Matt Figley of Primary Colors were happy to be an interview partner to the managing directors Sören and Tammo Bettex. They talked about the difficulties Teresa has met when moving her production from hand-made to machine-made.
Looking back to the first virtual fair the Biofach eSpecial, Krüger & Salecker concluded that the concept of Biofach showed more success for the individual exhibitor. The opportunity to draw attention to ourselves using all kinds of video formats was missed dearly during Natural Products Expo, even though the platform will be available until the end of the year.
Virtual events will continue to be part of marketing at Krüger & Salecker as long as the corona pandemic makes face-to-face meetings difficult. The summer is looking promising for in-person meetings and we can only hope that the positive trend of decreasing infection numbers continues into autumn to make tradeshows and traveling safe again.
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