MIMS is the Moscow International Motor Show and exhibition for automotive maintenance products.
Challenge
For many years, ABRO has participated in automotive exhibitions in Moscow, Frankfurt, and Las Vegas. Over time, what was once a vibrant event had become a mere formality. The goal was to re-energize the staff and instill a sense of pride in the company’s partners.
Solution
We began by analyzing the tasks of the booth managers and discovered that actively attracting visitors was interfering with business negotiations. The tasks required different working environments and were incompatible. The company was focusing on meeting partners but missing opportunities for promotion at the exhibition.
We completely rethought the booth’s operation. The space was divided into zones, an entertainment program for visitors was developed, animators were hired, and the staff was trained.
Result
The booth became more engaging for visitors while maintaining a comfortable environment for negotiations. Its increased attractiveness led to a significant rise in new business contacts.
Roles: budgeting, team collaboration, brand positioning, problem-solving, exhibition stand construction
