Every new year brings a new set of challenges, and 2018 is no exception for Cook & Associates. It’s something that each and every one of the team embraces with enthusiasm, particularly as over the past 3 years we have been steadily expanding into a number of new market areas, spearheaded by our busy business development team. For Sales Manager Philip Shore, the focus has been on supporting clients in a number of new and exciting markets – with the recent show calendar including some landmark events.
cook_web_adminExpanding Horizons – Exhibiting Excellence in New Markets
In 2016, GCS Business Jets was established as a brand new business unit within Panasonic Avionics Corporation, focused on providing top quality global high-speed internet and live TV services to business, private and VVIP aircraft. Top of newly appointed Product Marketing and Strategy Manager Caroline Reynolds’ agenda was to establish the new unit’s brand at three key business aviation events – using the trade show platform as a key means of fast-tracking GCS Business Jets’ international profile.
With locations in the UK, Italy and Spain as well as an extensive network in France, MDL Marinas is Europe’s leading marina group. The focus for this year’s Southampton Boat Show involved a subtle repositioning of the organisation, aiming to promote its locations as exciting leisure hubs and destinations in their own right – much more than just somewhere to keep your boat! So when planning its presence for 2017, the emphasis needed to be placed heavily on the social element – helping to reposition MDL Marinas visually and through a comprehensive range of events, launches, competitions and hospitality throughout.
cook_web_adminMaking an impact at the Southampton Boat Show: MDL Marinas
This year’s DSEI was one of the busiest to date for Cook & Associates, supporting five clients with a 7-day build-up period as well as the 4 show days. As always, there were some interesting construction challenges for our 25-strong onsite team! These included accommodating a larger than expected mine clearing vehicle to feature on the front of Pearson Engineering’s stand – a giant exhibit at some 7m long by nearly 4m wide! Eye-catching stands for Revision Military, FLIR Systems, Pearson Engineering and MOOG were matched by the largest ever for Ultra Electronics. High profile events such as DSEI pose some off the floor challenges as well – with security at an all-time high, contractors including our team spent a fair bit of time either getting locked into the site or locked out, sometimes for hours at a time!
Cook & Associates’ 2017 calendar is one of our busiest ever, taking in more than 50 shows around the world. During one month alone – September – we were responsible for supporting 14 clients at 9 different shows on 3 continents! Here’s a snapshot of how it panned out….
cook_web_adminAll in just a month! – spotlight on September
Designed by Mediasphere and using the HTC Vive System in our specially created Virtual Studio area, AIM Altitude’s customers could explore a section of the cabin of a wide-body aircraft, interacting with furniture designs and even sitting on a central sofa. The solution included configurable cabin objects through an intuitive menu system – controlling material, colour, finish, accessory and lighting options. Hugely popular and a star attraction at the show!
cook_web_adminVR Configurator for AIM Altitude – AIX Hamburg 2017
A truly cool technology, Microsoft’s HoloLens creates a blended environment where the physical and digital worlds come together. A fully self-contained holographic computer, the HoloLens combines the thrill of virtual reality with the ability to engage with and personalise your surroundings. The result is amazing!
cook_web_adminMixed Reality with Microsoft’s HoloLens
There is one bi-ennial event that reflects the entire world of electronics – Electronica in Munich. With 2,750 exhibitors and over 70,000 visitors in 2016, it has grown over the last 50 years into a mammoth event – occupying 143,000 square metres across 13 halls. For Electronic Specifier, Europe’s premier publisher of information resources to the global electronics industry, the objectives for the 2016 show focused on two key elements: a welcoming and spacious hospitality area, and an eye-catching presence to attract visitors and help build ES’ database.
For European and international companies looking to exhibit on the North American circuit, the whole process can be both challenging, exorbitantly expensive and stressful. Replicating the same quality of exhibition presence on another continent, with different methodologies, requires careful planning and a strong partnership approach. Stratajet is a private jet online booking company, headquartered in the UK and now with representation in 44 countries across Europe.
cook_web_adminQuality without Compromise: Stratajet Adopts the Cook & Associates’ Way for its US Exhibit Strategy
Introducing Jas – our budding digital marketing talent! Jasmine (Jas) Taylor is the latest recruit to join our apprentice scheme, joining the Sales Team under the supervision of business development manager Tom Hawes. This is the 7th year of our graduate and apprenticeship induction programme – five of our apprentices are now full-time employees, underlining the scheme’s all-round success. Jas made the decision to go down the apprenticeship route in order to combine her desire to gain qualifications with real-world experience, something she felt that a university degree per se would not deliver. She signed up with 3aaa, an organisation that specialises in the delivery of professional services apprenticeships, including Jas’ chosen field of Digital Marketing. After jumping into the high-octane exhibition management sector, Jas feels she is benefiting on all fronts: