Big benefits: Returning exhibitors laud high visibility, cost-effectiveness of ISPA pavilion
Countless exhibitors from around the world will converge on Cologne, Germany, in May for the largest international home furnishings manufacturing trade show in the world.
And, once again, the International Sleep Products Association will host the ISPA Bedding Centre at Interzum Cologne to provide a focus on the mattress industry.
The biennial Interzum event, scheduled for May 5-8, 2015, in the Koelnmesse Exhibit Complex, features nearly 1,300 exhibits from 63 countries. ISPA offers the Bedding Centre to shine the spotlight on machinery, equipment, supplies and services available to mattress and sleep products manufacturers from some of the most innovative companies in the world.
The Bedding Centre, an ISPA tradition for at least 20 years, is ideal for small- to mid-size companies looking for a hassle-free, high-visibility space at a good price. The pavilion provides floor space and stand construction; booth set-up, dismantling and cleaning; a company sign; and standard furnishings, including electricity and spotlights, so that exhibitors can focus their time and efforts on sales and marketing. ISPA also provides a lounge, interpreters, snacks and beverages.
“The Interzum trade show in Cologne is an important event for the global mattress industry, and ISPA is proud to have been a part of it for many years,” says Ryan Trainer, president of ISPA.
“The ISPA Bedding Centre provides member companies an efficient and affordable option for exhibiting at Interzum. It offers a ‘turn-key’ space, focused promotion and translation services that are ideal for new exhibitors that want to experience Interzum for the first time, or for seasoned exhibitors that want to downsize, but maintain a presence,” he says. “I look forward to seeing ISPA member exhibitors and attendees at Interzum next May.”
Executives with Wright Global Graphic Solutions say they look forward to returning to Interzum Cologne as well.
“The ISPA Bedding Centre at Interzum hits all of the touch points we look for in an international trade show,” says Don Wright, senior vice president and chairman of the Thomasville, North Carolina-based company. “It is focused, putting all of the products and services available to mattress manufacturers in one location. It is productive—we are able to meet and network with trade decision makers. And, it is social. This is the place we reconnect with our industry friends and colleagues.”
Wright also spoke highly of the interpreters offered by ISPA. “They return year after year, truly understand our services and are able to be an integral part of the discussion,” he says. “Plus, the ISPA staff is there to help facilitate and support our efforts, which is always a welcome bonus.”
Gerry Borreggine, chief executive officer and president of Therapedic International, agrees. The Princeton, New Jersey, company will be another return exhibitor to ISPA’s Bedding Centre.
“It’s a terrific show for us—we get to see a quality of international prospects that we would not see otherwise,” he says. “And being part of ISPA is a great qualifier for us. We are viewed more prestigiously by the market-goers because we are part of a very respected and well-known entity.”
Borreggine says the center gives Therapedic a larger footprint at Interzum than it could ever achieve on its own. “You are better to be placed within a larger display, and ISPA is a larger display,” he says. “ISPA is a destination for a lot of the attendees, so us being part of that pavilion makes us part of that destination. We are seen by those people.”
Traditionally, the ISPA Bedding Centre has been a good place for companies to “test the waters” at Interzum, so to speak.
“The Bedding Centre makes it easy for members to be a part of one of the largest international shows,” says Mary Helen Uusimaki, ISPA’s vice president of marketing and communications. “With the turn-key booth space and dedicated service representatives, it makes the process less overwhelming.”
“Being a part of the ISPA community at the event brings additional visibility to exhibitors in the ISPA space. Many will come and participate in the Bedding Centre and get a feel for the event and layout, and decide to expand their space into a permanent location within the exhibition,” Uusimaki says.
As for Borreggine, he’s looking forward to more than the trade show itself.
“We like to enjoy the white asparagus and German beer with the ISPA staff,” he says. “It wouldn’t be the same if we didn’t get to have it with the them.”