Making the most of exhibiting at MosBuild: advice from Hansgrohe

How do you stand out from other companies at an exhibition? How do you make sure you get a good ROI?

Mikhail Chizhov, Marketing Director at international sanitary fittings manufacturer Hansgrohe, shares his tips on how to make the most of your time at Russia’s leading building and interiors exhibition MosBuild.

Having exhibited at the show for more than 15 years, Hansgrohe has perfected its strategy for attracting visitors to the stand, and last year commissioned an independent audit into the effectiveness of its participation.

Mr Chizhov shared his findings and advice at the recent MosBuild press conference, which we have turned into a step-by-step guide for companies looking to succeed at this major international event.


Find the best location for you and stick with it

“We’ve had a stand at MosBuild’s pavilion one for over 15 years. That means our partners have not wasted time trying to find us all these years, they know exactly where to go. This is very important – one of the four P’s of marketing: price, product, promotion, and place. Incidentally, all the other major bathroom companies are in this area.”


Be smart with your stand design

“Our stand was created using the latest building technologies by Hansgrohe’s Messebau construction and exhibition department. It’s been built using spruce from Germany’s Black Forest and was assembled like toy building blocks. The stand is used for many exhibitions: it’s been to Moscow, Istanbul, and Milan. We think it’s important to consider the environmental impact of our stand and to recycle materials, and we believe our stand is an example of this attitude.”


Make your display exciting

“We always show new products in use. The venue provides a water supply so this year we had seven water connections. This is what our visitors want – it’s always better to see something in action than to be told about it. People came and tested the products, pressed the buttons and turned on the water. The fully working shower set up attracted additional visitors to the stand.”


Get interactive with visitors

“We encourage people to take selfies with our products and with different water modes. It’s popular to take photographs against a beautiful backdrop and this offered another tool to promote our stand at the exhibition.”


Get to know your visitors

“We try to be at the avant-garde of engineering developments. This year we introduced online registration for visitors to our stand. We were interested in knowing exactly who came to see us and we can use this data in our CRM. We asked visitors to complete registration forms themselves and offered incentives to do so such as a prize draw.”


Be creative with your promotion and hospitality

“Aim to use the four days of the exhibition productively by enticing visitors to the stand in every way possible, entertaining them and being hospitable. Then you’ll be able to reap the rewards. You’ll need to come up with creative concepts and ways to encourage visitors to approach your stand.”


Take advantage of the business programme

“We participated in the Trend Show this year. We submitted our products to the Bathroom Biennale project for designers Diana Balashova, Olga Maleva, and Mike Shilov to create exciting new bathroom designs with our products. We also submitted an entry to the WorldBuild Awards 2018, where our Axor Shower Heaven won the Bathroom Equipment and Bathroom Systems category, which helped with promotion.”


Build your strategy in advance

“Next year, the exhibition’s moving to a vast new space – Crocus Expo. The new venue will bring the event up to an even higher standard thanks to state-of-the-art technologies, in addition to some inevitable teething problems. Everyone must be informed of the relocation, and we will support MosBuild as much as possible in this regard so we perform on a new platform with renewed vigour.”


Assessing the results

“Last year we used international audit firm Fair Control, who calculated the number of visitors to our stand – 9,200. This year that number was greater but we also observed slightly different trends on different days.

“Last year, of the 63,000 visitors to MosBuild, 36% spent most of their time in the bathroom sector, and approximately 15% visited our stand. This is a sizeable amount, given that people visit many sectors of the exhibition. It turns out that our stand attracted one in seven exhibition visitors and 41% of visitors to the bathroom sector.

“Over the 15 years I’ve worked at Hansgrohe, professionals from Vladivostok to Kaliningrad – our partners – have come to MosBuild to see our new and innovative products and talk to us face to face. They don’t need to go anywhere else. MosBuild is the universal meeting place – the meeting point of our entire target audience.”


The next steps

Interested in taking a stand at MosBuild 2019?

Contact us today to find out more about the benefits of exhibiting and how it can boost your sales and marketing activities on Russia's huge build and interiors industry.

All images courtesy of Hansgrohe