For the first time, Maschinenfabrik Gustav Eirich GmbH & Co KG presented two parallel trade fairs in Düsseldorf with virtually no real exhibits.

Until now, transporting machines and setting them up at the trade fair for weeks not only caused a lot of effort but also high costs. The company's digital set-up should now provide a remedy. “We deliberately and with a clear plan did not take any large mixers to the GIFA and METEC trade fairs this year,” says Maximilian Dunkel, Head of Marketing & Product Management at EIRICH.

While real machines usually took up more than half of the stand at previous trade fairs, this time there was only one small machine on the machine manufacturer's exhibition space. Instead of other machines, individual touchscreens were integrated into the stand concept, running the Vuframe® Windows application customized for EIRICH. This gave employees and trade fair visitors the opportunity to access many other machines and view them in 3D or discuss them in detail. “This means we have not just one, but ten machines at the trade fair,” emphasizes Dunkel.

The EIRICH sales team also had the opportunity to use a mobile application on tablets to place the corresponding models in augmented reality in real space and impress potential customers with a level of detail that was previously unimaginable with real machines. Dunkel is convinced: “To show customers the advantages they have with Eirich, you don't need a machine, you need interesting stories and innovative media that inspire and captivate.”

With Vuframe®, EIRICH was able to present its products in a contemporary and progressive way, while also saving time and costs. Maximilian Dunkel also looks back on a successful trade fair appearance: “I am very grateful that we were so well positioned at the trade fair and that digitalization is not just a trendy term at Eirich, but is authentically lived in the products and in the external presentation.”