Indonesia International Motor Show 2014
Aldi Firdaus | Millatina F. | Ryfa Albanin | Yogi Maulana
The 22nd Indonesia International Motor Show are going to be held at 18-28 September 2014 at JIExpo, Kemayoran, occupying a total gross area of 83.137 sqm, IIMS 2014 will show the innovation and will be supported by 36 automotive brand (29 passengers vehicle brands and 7 commercial vehicle brands) and targeting more than 275 supporting industries. IIMS 2014 will raise the theme of “Smart And Safe Mobility� and is expected to bring 380.000 visitors.
Buyer is the primary visitor of the trade expo.
Specially in IIMS, the visitor are high-economic class. To attract them, exhibitor have to use some creative and adorable ways.
There are two types of buyer in IIMS expo.
1. Collectors (dominated by men) 2. Families
Generally, the attractive things for the buyer are
1. Company’s Name / Branding 2. Display 3. Services
...brand equity refers to consumer perceptions, rather... (Lassar et al. 1995). Brand becomes the first thing that buyers looking for. In this Expo, the cars are divided into two brand themes, European and Asian Cars. European cars mostly leading the global market than the Asian brand car. So that, the prices is more expensive.
The different of brand also distinguish the types of buyers. The family more prefer the Asian brand because the prices is affordable. While the Europe brand mostly visited by the collectors since the car was difficult to find in Indonesian market.
.
Display is one of the attractor for the buyers in a trade expo. Influence of brand is clearly seen in the display. European brand almost use elegant and formal theme of display. When the Asian brand look more casual or non-formal.
The color tone of in European Car Booth dominated by silver, black, and white. It shows that they will give an elegant – modernism atmosphere to the visitor. It also makes the buyers of European car feel more exclusive than the other buyers.
In the Asian Car Booth, it doesn’t look like European which seen like in single entity. Each booth has different display themes. For example, Toyota and Nissan with flexible theme, Suzuki and Mitsubishi with simple & futurism theme, Daihatsu-playground booth, KIA and Hyundai show racer theme.
It makes the buyers/visitors get a different feel from one booth to the other booth.
Some companies also establish their booth outside the hall. The design of booth looks like a permanent-car dealerbuilding.
Not only car that be displayed there. Some company make display for their company’s official merchandise.
Some buyers choose booth that has a good services. Each companies have some SPG (Sales Promotion Girl) to promote their products. Other than that, some companies also put their Customer Services (CS) to give information to the visitors. Format of services are depend on the brand. European car brand, give a high-class services. The CS are use clothes neatly, with coat and tie, and afive-star hotel receptionist –style. In Asian car brand, they give a services like when we came to their dealer. The CS just a shirt with the logo of their company and give us the brochures.
The objective of exhibitor in a tradeshow can be seen from the programs in every booth. The program shows the exhibitor efforts in achieving their objective.
The following are 3 examples of booths in IIMS 2014 which is viewed from
the
perspective
of
BIG SCREEN MERCHANDISE
PRODUCTS
CONCEPT CAR
STAGE
LOUNGE
LOUNGE
CHEVY INVISIBLE THEATER & SIMULATOR
PRODUCTS
STAGE
MERCHANDISE & ACCESSORIES
CONCEPT CAR
PRODUCTS
LOUNGE
SCREEN
MERCHANDISE & ACCESSORIES
• CONCEPT CAR - Is a car made to showcase new styling and/or new technology, to gauge customer reaction to new and radical designs offer by a brand in motor show. • PRODUCTS - From new to old products, and from car to merchandise.
• LOUNGE - Lounge often provided in a more private area and supported by a coffeeshop. Lounge use for dealing purposes, between a serious buyer/potential customer and the dealer.
• SCREEN - Often use as a media for demonstration tool, entertainment purpose, showing specification of a prime product, etc. • ENTERTAINMENT - One of the most effective method to drive the crowd
into booth exhibition. Not only a stage for entertainment purpose, some booth also put a creative entertainment event which relate to the brand concept such as “invisible theater & simulator game” that found in Chevrolet booth.
The programs above show us that generally, there are 2 (two) objectives of the exhibitors in IIMS 2014:
EXHIBIT FOR AWARENESS
1
• INCREASE BRAND AND PRODUCT AWARENESS • IMPROVE THE NAME RECOGNITION OF THEIR BRAND
GENERATE SALES LEADS • INCREASE PROFITS • BUILD RELATIONSHIP WITH ATTENDEES
2
Background scene
digital
display Merchandisin g, service area
display View 1
layout
Mercedes-Benz booth at IIMS 2014 was one of the biggest booth at the luxurius europe car. Metal silver compliment by black colour was dominate the booth and give the elegant also luxurious vibes. Sharps angles also gives edgy style. The background area , the silver wall was framing a monitir that shows merceds Benz advertisement. The display area has open plan concept that allows the visitors take different route. The merchandising area with same color concept also displaying the most expensive car . The costumer service area for buyer was located in the mezzanin that looks like lounge with black color theme. This area has view into the display area.
White flooring, white ceiling panel with red accent is the typical Honda brand. At first glance , the backgroung dof display area reminds about car bumper. This obvious color from honda gives us more friendly vibes. It’s more approachable, and doesn’t make the visitor hesitate to get even closer to the cars. The cars was display almost randomly at open plan display area. There are np special route to enjoy the booth. The service area was hidden at the back.
Mini cooper booth was not located inside the hall , but an installation with pop up concept at the outdoor area. From the outside it was like black box with an entrancce. Big “MINI� white letter was sign of the entrance. This all black concept makse the car and other merchandising stand out with brogh snd neon colours. There are trantition area like verandas in front side that welcoming the visitors. Black and white checkerd motif remind us about racing flag that sign the start of the race. The interior area was divided by 2 level. First for dispalying car, and other merchandise. And the second one, the mezzanin was for the costumer service. There are three route you can choose to get to the backside of ths booth.by lift sideway, rightsideways, and the small tunnel under the mezzanine. The car was displayed on the flat foor, and the merchandise was dispalyed on the wall and highlited by lamp.
1. Booth design was developed after the propose of the brand and the concept of the product. Also who was the targeted visitors. 2. Architect also needs to consider the site. Booth at largest hall need to consider the height of the hall also how to stand out get blend with other booth. 3. Pop up installation design for outdoor venue need to have their own mass and structure, but also can be independence from other booth. 4. Booth design was meant to highlight the product yet support the whole concept