binder presented its products using an extraordinary new trade fair booth at this year’s electronica, which took place in Munich from November 8 to 11.
Sales Manager Werner Fröhlich gets right to the heart of it: ‘Open, high-quality, communicative – that was our aim.’ As a specialist and market leader in the area of circular connectors, the Neckarsulm-based family company has had a successful presence at electronica for decades. This year, however, everything was different:
Spanning almost 2,700 square feet, the booth featured eye-catching product photos on 23 x 13 foot walls. It wasn’t just the unusual size of the images that was so striking, but also a new kind of photography inspired by that used for consumer products. In addition, walls that flowed into one another added an architectural highlight. At workstations, inlays – similar to those used to display jewellery – gave visitors the chance to experience the quality of binder connectors first-hand. In addition to this, the pared-down basic design of the stand, which featured open access from all sides and an inviting lounge area, attracted a large number of visitors, generating a very high number of business contacts as a result.
‘We made a conscious decision to take a new approach and present our products completely differently this time,’ says General Manager Markus Binder. He elaborates: ‘It’s all about “emotive presentation”. We’re moving away from a conventional display based on technical data to a new way of appealing to the senses.’
The bottom line is that binder was new, different and unique.
The organizers of electronica describe it as the world’s leading trade fair for electronic components, systems and applications, attracting around 73,000 visitors and more than 2,900 companies from over 50 countries in 2016.
The exhibits cover the entire range of electronic technologies, products and solutions. The trade fair shows industry trends, thereby providing orientation in the worldwide electronics market.
The binder Group
binder is a traditional family company and a market leader in the area of circular connectors.
The binder Group is based in Neckarsulm, Germany, and employs 1,400 people worldwide. It includes eight subsidiaries and five sister companies.
The Group’s range of products encompasses industrial plug connectors, connectors for sensor and automation technology, and connectors for medical technology. LED lights round out the product portfolio.
One of the company’s strengths lies in realising individual customer wishes. Among other applications, binder products are used in agricultural and construction machinery and in signalling equipment.
Binder USA, LP