Monoflo GmbH, Heppenheim
How a Trade Show Flop Turned Into a Lead-Generation Machine
A good business idea alone doesn’t sell anything.
It has to be understood within a few seconds.
That’s exactly what became clear during our project for Monoflo at the Hannover Messe. The company’s first trade show appearance had been disappointing. Although Monoflo had developed an attractive import model for German companies, virtually nothing of it was visible at the booth. All that was on display was a showcase featuring various die-cast parts from the Chinese production partner. Monoflo’s actual value proposition remained hidden.
Our task, therefore, was not simply to design a new trade show booth. We had to position and communicate the existing business idea in such a way that decision-makers would immediately understand its benefits.
It has to be understood within a few seconds.
That’s exactly what became clear during our project for Monoflo at the Hannover Messe. The company’s first trade show appearance had been disappointing. Although Monoflo had developed an attractive import model for German companies, virtually nothing of it was visible at the booth. All that was on display was a showcase featuring various die-cast parts from the Chinese production partner. Monoflo’s actual value proposition remained hidden.
Our task, therefore, was not simply to design a new trade show booth. We had to position and communicate the existing business idea in such a way that decision-makers would immediately understand its benefits.
Agency areas
- Gesink Messeagentur
- Gesink Werbeagentur
- Gesink Positioning
The Initial Situation
When a Good Business Idea Goes Unnoticed at the Trade Show Booth
Monoflo had a Chinese partner company manufacture metal components for livestock farming and import them to Germany. Since the containers used for these shipments were sometimes not fully loaded, a clever business idea emerged:
Other German companies should also be able to have metal products manufactured in China and shipped together with Monoflo’s goods.
In this way, Monoflo offered its customers several advantages at once:
• Cost-effective manufacturing options in China
• Significantly lower freight costs through shared containers
• Small order quantities instead of full container loads
• A German contractual partner and point of contact
• Quality control and support from Germany
This idea was already in place during the company’s first appearance at the Hannover Messe.
However, it was not communicated.
The Chinese manufacturing partner merely presented a display case with various die-cast parts—its main business at the time. Visitors could not discern either the unique business model or the specific benefits of collaborating with Monoflo. As a result, the trade show appearance received virtually no response.
Other German companies should also be able to have metal products manufactured in China and shipped together with Monoflo’s goods.
In this way, Monoflo offered its customers several advantages at once:
• Cost-effective manufacturing options in China
• Significantly lower freight costs through shared containers
• Small order quantities instead of full container loads
• A German contractual partner and point of contact
• Quality control and support from Germany
This idea was already in place during the company’s first appearance at the Hannover Messe.
However, it was not communicated.
The Chinese manufacturing partner merely presented a display case with various die-cast parts—its main business at the time. Visitors could not discern either the unique business model or the specific benefits of collaborating with Monoflo. As a result, the trade show appearance received virtually no response.
The Target Audience
When German buyers are looking for Far East prices without the risks associated with the Far East
The trade show exhibition was primarily aimed at:
• Managing directors of medium-sized manufacturing companies
• Technical buyers
• Design engineers and product developers
• Companies in need of custom-manufactured metal components
• Businesses for which having their own import container is not cost-effective
This target group is generally interested in cost-effective manufacturing options in China. At the same time, they are often deterred by the associated risks:
• Quality that is difficult to control
• Language and coordination issues
• High minimum order quantities
• Full containers and high shipping costs
• Difficult claims processes
• Lack of legal certainty when dealing with a foreign supplier
The trade show presentation therefore did not need to start by explaining the
products. It had to alleviate these concerns.
• Managing directors of medium-sized manufacturing companies
• Technical buyers
• Design engineers and product developers
• Companies in need of custom-manufactured metal components
• Businesses for which having their own import container is not cost-effective
This target group is generally interested in cost-effective manufacturing options in China. At the same time, they are often deterred by the associated risks:
• Quality that is difficult to control
• Language and coordination issues
• High minimum order quantities
• Full containers and high shipping costs
• Difficult claims processes
• Lack of legal certainty when dealing with a foreign supplier
The trade show presentation therefore did not need to start by explaining the
products. It had to alleviate these concerns.
The Communication Concept
When an Import Service Becomes a Clear Value Proposition
Our analysis showed:
Monoflo’s real competitive advantage wasn’t the metal parts on display. It was the ability to have products manufactured in China while still purchasing from a German company. Based on this, we developed a clear value proposition that highlighted two key benefits:
Only 3% shipping costs
and
Manufactured in China – supported in Germany
This message was complemented by the value proposition:
German quality standards at Far East prices – available even in small quantities.
This made the business model understandable within seconds:
Customers benefited from low manufacturing costs in China, but did not have to fill an entire container or sign contracts directly with a Chinese manufacturer. They purchased from a German company, had a German contact person, and at the same time reduced their transportation and procurement risks.
Monoflo’s real competitive advantage wasn’t the metal parts on display. It was the ability to have products manufactured in China while still purchasing from a German company. Based on this, we developed a clear value proposition that highlighted two key benefits:
Only 3% shipping costs
and
Manufactured in China – supported in Germany
This message was complemented by the value proposition:
German quality standards at Far East prices – available even in small quantities.
This made the business model understandable within seconds:
Customers benefited from low manufacturing costs in China, but did not have to fill an entire container or sign contracts directly with a Chinese manufacturer. They purchased from a German company, had a German contact person, and at the same time reduced their transportation and procurement risks.
The Booth Solution
When the customer benefit is highlighted more than the product itself
For the new trade show booth, we didn’t once again focus on a collection of interchangeable metal parts. Instead, we made the two key customer benefits visible even from a distance. On the left-hand back wall, the following was displayed in large letters:
Only 3% shipping costs
Another section conveyed the message:
Manufactured in China – supported in Germany
Below that, we detailed the benefits:
German quality standards at Far East prices – available even in small quantities.
The products on display no longer served as the sole message but as evidence of the company’s manufacturing capabilities. This gave the booth a completely new function: It no longer merely showed what Monoflo could source. Above all, it explained why partnering with Monoflo was worthwhile for German companies. For the first time, positioning, benefit communication, and spatial design were consistently integrated.
Only 3% shipping costs
Another section conveyed the message:
Manufactured in China – supported in Germany
Below that, we detailed the benefits:
German quality standards at Far East prices – available even in small quantities.
The products on display no longer served as the sole message but as evidence of the company’s manufacturing capabilities. This gave the booth a completely new function: It no longer merely showed what Monoflo could source. Above all, it explained why partnering with Monoflo was worthwhile for German companies. For the first time, positioning, benefit communication, and spatial design were consistently integrated.
The result
When visitors finally understand why they should stop
The impact of the new communication strategy was immediately apparent.
On the very first day of the trade show, Monoflo held more substantive discussions than it did during all five days of last year’s Hannover Messe. The new positioning specifically attracted decision-makers who had a concrete need for cost-effectively manufactured metal components.
On the very first day of the trade show, Monoflo held more substantive discussions than it did during all five days of last year’s Hannover Messe. The new positioning specifically attracted decision-makers who had a concrete need for cost-effectively manufactured metal components.
The difference lay neither in a larger booth nor in a higher trade show budget. The key difference was:
For the first time, the actual benefits of the business model became apparent.
A display case featuring interchangeable die-cast parts evolved into a sales presentation with a clear promise:
• Far East prices
• German customer support
• Low procurement risk
• Low freight costs
• Production even in small quantities
Thus, what had been an unsuccessful first trade show appearance turned into a booth that attracted relevant decision-makers and generated a concrete sales pipeline. This exact result is also described in the PUR³ brochure. Button: “Download our white paper here”
For the first time, the actual benefits of the business model became apparent.
A display case featuring interchangeable die-cast parts evolved into a sales presentation with a clear promise:
• Far East prices
• German customer support
• Low procurement risk
• Low freight costs
• Production even in small quantities
Thus, what had been an unsuccessful first trade show appearance turned into a booth that attracted relevant decision-makers and generated a concrete sales pipeline. This exact result is also described in the PUR³ brochure. Button: “Download our white paper here”
About Our Client, Monoflo
Monoflo is a Heppenheim-based company with many years of experience in the manufacture and procurement of metal products. Among other things, the company specializes in solutions for livestock farming and coordinates manufacturing, quality assurance, and international delivery processes from Germany. For the trade show project described here, Monoflo leveraged its existing supply and transportation structures to offer German companies the additional option of manufacturing custom metal components in China. This unique model combined cost-effective production conditions and shared container capacity with a German contractual partner, German customer support, and clearly defined quality standards.
Repositioning and a sales-focused trade show concept for Monoflo at the Hannover Messe
Repositioning and a sales-focused trade show concept for Monoflo at the Hannover Messe
