At an international trade fair a new concept was introduced. Executives asked to abandon the product focused approach and wanted to emphasize the customer´s capacity as solution provider. Furthermore budget was cut drastically and the area of the stand was cut in half.

There was need for an innovation to cope with the new situation. The concept of Solution Highlights (SH) was developed in a joint effort of turning an uncomfortable situation into an opportunity to promote the brand moving from boxes to solutions.

The SH concept has been introduced to deliver value on desired business outcomes connected with the trade fair investment:

1. Brand value: Customer experienced as provider of integrated solutions (across modalities)
2. Sales opportunities: qualified leads with documented insights on customer´s business (relevant far beyond the event)

While providing these values considerable savings in logistics and support services have been realized. It is planned to expand the concept for daily sales operation to instill solution selling.

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