At Quooker, we want nothing more than to tell the world about “the tap that does it all.” Trade fairs offer a great opportunity to present and demonstrate our products to a broad professional and consumer audience. That’s why we participate in between ten and twenty each year. It requires a lot of effort from multiple departments. Our marketer Wiresh Kanhai is the driving force behind it all. At the moment, he is preparing for EuroCucina, the international kitchen trade fair in Italy.

A new, stylish stand “EuroCucina is an important trade fair for Quooker because it’s a large event where dealers from all over the world are present,” says Wiresh, who has been working in Quooker’s marketing department for three years. “It’s the place to present product innovations to the professional market.” “For the upcoming edition, we’ve designed a new, more premium stand. It consists of separate furniture elements that can be combined in different setups, are easy to transport and can be reused afterwards.”

Curious visitors For each trade fair, Wiresh sits down with the stand builder and design studio to review whether the current presentation needs adjusting. An installation trade fair requires a different approach than a consumer fair. It also makes a difference whether the event takes place in the Netherlands or abroad. “The Dutch consumer already knows Quooker. We convince them by highlighting the benefits: the convenience it offers, how much water, energy and space it saves, and how safe it is. At international fairs, visitors often have never heard of Quooker. Boiling water from the tap—how does that work? They’re often completely amazed.”

The preparation Preparing for trade fairs involves many departments within Quooker. For international events, Wiresh aligns plans with the relevant country manager. He works with Marketing to define the key message, briefs the design studio on promotional materials, organises transport and coordinates the setup and dismantling teams. And then the fair itself begins, where the sales team may be on their feet for five to six days straight. “That’s actually the best part,” says Wiresh, “because during the fair you get immediate feedback from your audience. Our stand is always busy—the steam and sound of our taps draw people in. You hear dealers say they now work exclusively with Quooker because they believe it’s the best boiling water tap on the market. Those interactions give you so much energy—that’s what makes the job so enjoyable.”

Published on 01-05-2024