CobiNet GmbH, Heddesheim
How a Small Product Became a Major Corporate Message
Sometimes, the greatest success of a trade show appearance isn’t the booth itself.
Rather, it’s the realization that a single product can change the positioning of an entire company. That was precisely the challenge in our project for CobiNet, a developer and manufacturer of innovative solutions for communications and data network technology. Together, we not only developed a new trade show presence for Light + Building, but also a communication concept that later became an integral part of the corporate design.
Rather, it’s the realization that a single product can change the positioning of an entire company. That was precisely the challenge in our project for CobiNet, a developer and manufacturer of innovative solutions for communications and data network technology. Together, we not only developed a new trade show presence for Light + Building, but also a communication concept that later became an integral part of the corporate design.
Agency areas
- Gesink Messeagentur
- Gesink Werbeagentur
The Initial Situation
When Excellent Products Fail to Show Their Strength
CobiNet develops high-quality solutions for telecommunications and data networking technology. The company had a broad portfolio and a high level of development expertise. However, it was not immediately apparent to trade show visitors what set CobiNet apart from other providers. As with many technology companies, the focus was primarily on the product—not on the specific benefits for the customer. The task, therefore, was to highlight the company’s true strengths and communicate them clearly in just a few seconds.
The Target Audience
When both technicians and decision-makers need to be convinced at the same time
The trade show presentation was aimed at:
• Planners and network specialists
• System integrators
• Electrical contractors
• Buyers
• Technical decision-makers
This target audience doesn’t want long product presentations. They want to see right away:
• What problem does it solve?
• Why is this solution better?
• Why should I work with this company?
• Planners and network specialists
• System integrators
• Electrical contractors
• Buyers
• Technical decision-makers
This target audience doesn’t want long product presentations. They want to see right away:
• What problem does it solve?
• Why is this solution better?
• Why should I work with this company?
The Communication Concept
When a Small Product Becomes the Message of an Entire Company
The focus was on an unassuming product for tool-free wiring of data jacks and patch panels. From a technical standpoint, it was a small product. Strategically, however, it was the perfect entry point. Instead of talking about technical features, we developed a value proposition that every trade show visitor understood immediately:
“Click—and you’re done!”
This simple statement didn’t just highlight the product’s advantage.
It also conveyed a much bigger message:
If CobiNet can solve even small tasks so intelligently—what possibilities does collaboration on complex projects open up?
As a result, a single product became a symbol of the entire company’s innovative strength.
“Click—and you’re done!”
This simple statement didn’t just highlight the product’s advantage.
It also conveyed a much bigger message:
If CobiNet can solve even small tasks so intelligently—what possibilities does collaboration on complex projects open up?
As a result, a single product became a symbol of the entire company’s innovative strength.
The Booth Solution
When Branding Comes to Life at the Trade Show Booth
The new communication concept was consistently integrated into the trade show presentation.
All elements contributed to the same message:
• Large-scale communication of product benefits
• A motion clip on an LED video wall
• Product presentation in a real-world application context
• Clear visitor guidance
• A modern booth design in the new corporate design
Instead of showcasing as many products as possible, the entire trade show presence focused on a single, easily understandable benefit. The result was a booth that piqued visitors’ curiosity within seconds and sparked conversations.
All elements contributed to the same message:
• Large-scale communication of product benefits
• A motion clip on an LED video wall
• Product presentation in a real-world application context
• Clear visitor guidance
• A modern booth design in the new corporate design
Instead of showcasing as many products as possible, the entire trade show presence focused on a single, easily understandable benefit. The result was a booth that piqued visitors’ curiosity within seconds and sparked conversations.
The result
When a Trade Show Concept Becomes the New Corporate Design
The trade show appearance turned out to be a complete success. The clear communication of the product’s benefits led to significantly more meaningful conversations and a noticeable increase in trade show sales.
But something else was even more important:
The jointly developed communication concept impressed the company so much that it wasn’t limited to the trade show booth. The concept was gradually integrated into the entire corporate design—from brochures and catalogs to the website and other communication materials. What began as a trade show project thus became the foundation for a consistent brand identity.
The jointly developed communication concept impressed the company so much that it wasn’t limited to the trade show booth. The concept was gradually integrated into the entire corporate design—from brochures and catalogs to the website and other communication materials. What began as a trade show project thus became the foundation for a consistent brand identity.
Here’s what our customer says
“The Gesink team did such a great job with the visual and textual aspects of our trade show presentation that we’ve since incorporated the concept into our corporate design. Finally, someone who thinks not only about the booth but also about our positioning.”
Wolfgang Schuh
Managing Director | CobiNet GmbH
Wolfgang Schuh
Managing Director | CobiNet GmbH
About Our Client, CobiNet
CobiNet is an internationally active developer and manufacturer of solutions for communications and data networking technology. The company develops and manufactures components for structured building cabling, data centers, and telecommunications and fiber-optic networks. Its product portfolio ranges from copper and fiber-optic cabling to network components and custom OEM solutions for national and international customers.
With high standards for development and in-house manufacturing, CobiNet has stood for innovative solutions, quality, and reliability in network technology for many years. Its products are used worldwide in businesses, data centers, public institutions, and industry.
With high standards for development and in-house manufacturing, CobiNet has stood for innovative solutions, quality, and reliability in network technology for many years. Its products are used worldwide in businesses, data centers, public institutions, and industry.
