A Great Trade Fair


Thanks to the specialist units, Procurement, and the suppliers, Daimler had a fascinating stand at the IAA - the leading international trade fair for transport, logistics and mobility. This is a goal that everyone involved has been working together closely toward for a year. As precise and accurate as clockwork.

Spotlight on! Daimler in the IAA limelight

The theme of the 66th IAA motor show, which ran from September 21 to 29, 2016, was the digital and electric revolution. The architecture and media of Daimler’s trade fair stand concept were completely in agreement with this theme. Daimler Trucks, Vans, and Buses presented a total of 65 commercial vehicles in the 17,000 square meters of exhibition space at their disposal, consisting of international debuts and upgraded bestsellers from the Mercedes-Benz, Setra and Fuso brands. The brand islands offered space for the presentations. The visual framework was provided by Daimler AG’s silver corporate identity and the encircling, sparkling-blue LED media ring. An integrated stand that the specialist units and the Procurement team implemented together in partnership with selected suppliers.

A large number of specialist suppliers were involved in bringing the trade fair concept to life: architects, stand builders, lighting, sound and media engineers, graphic Designers, and stand personnel to name just a few. Then there are the impressive quantities of materials, furnishings, and technology. The specialist units work closely with Procurement Trade Fairs and Events to find the right experts in all of the trades. The specialist project management is carried out by a planner, who could be a stand builder, marketing agency, or architectural firm as required. The first step involves selecting and engaging this expert. This is based on a competitive invitation to tender involving multiple potential partners. The specialist unit, Procurement, and planner then get all of the other trade fair suppliers on board.


Fantastic Partners

Who is Daimler’s ideal trade fair supplier? “Always the one we can trust to get the job done,” says buyer Yvonne Köstle from the “Procurement Trade Fairs and Events” team. Specialist expertise, high standards of Service, and punctuality are crucial. The result has to be perfect, inspire enthusiasm – and of course the price has to be right. That is why Yvonne Köstle conducts invitations to tender on the basis of a schedule of services. Inquiries are sent out to partners from a fixed pool of suppliers. The pool can also be added to, because innovations such as those in LED lighting technology or the new silver brushed surfaces introduced in 2015 are constantly raising the bar. That is what it all comes down to when carrying out procurement for trade fairs, and requires the constant acquisition of new expertise. It is therefore important to always put feelers out in the market, find new suppliers, and build them up as partners in a targeted manner.

Our suppliers are important partners. At events like the IAA in particular, they have to meet the highest standards with respect to capability, team Spirit, and punctuality.

Yvonne Köstle, Procurement Trade Fairs and Events

All working toward one goal

Fairness is also crucial when it comes to collaboration. That is why all suppliers are bidding on the same basis. The planner makes the various bids comparable. The buyer assesses and negotiates the scope of performance and costs in order to be able to put forward suitable partners to the specialist unit. This involved around 60 suppliers for the IAA. “We want the best team!”, stresses Yvonne. Because when assigning contracts, it is important to bear in mind that trade fairs are always prepared under intense time pressure. All of the cogs have to work together seamlessly. And everyone has to provide 100 percent quality, on time. The buyer was of course able to see for herself that this had once again succeeded at the 2016 IAA Commercial Vehicles, following almost a year of preparations, on a visit to the trade fair in Hanover.

Oct 13, 2016
Birgit Hennefarth