At the new CeBIT location in Hall 6, IT security distributor Wick Hill experienced a double onslaught.
"We knew that IT security was a crowd puller. The new centralized spot for the CeBIT cluster in Hall 6 is also perfect. But what what we experienced took us for surprise,"
stated Niels Leibküchler, Team Leader Marketing for the Hamburg distributor Wick Hill, looking back on CeBIT 2015.
The company has been coming to Hannover for more than ten years. "We think very highly of the trade show," says Leibküchler. "CeBIT is a must-go event - especially following its reorientation toward 100 percent business two years ago. Visitor traffic and the quality of leads have clearly gone up even more since that time."
Wick Hill, a "value added distributor" headquartered in Hamburg, sells solutions for securing physical and virtual IT environments. Its product portfolio contains anti-virus/anti-spam software, firewalls, authentification systems and unified communications solutions. The company works with 19 international manufacturers and resellers – from Aruba to Kaspersky Lab to WatchGuard. Almost all of these IT security specialists had their own counters at the Wick Hill joint display at CeBIT 2015.
Wick Hill was able to set up nearly 700 meetings at CeBIT in advance using telemarketing and direct mails as well as advertisements in channel magazines. "Experience the whole world of IT security at one stand" promised advertising cubes at the convention center. The company’s appearance at CeBIT 2015 was a big investment with around 240 square meters, a lounge with a bar in classy black and a total of 70 employees from Wick Hill and its partners.
"But the return on investment made it worth it," assures Niels Leibküchler. "All participants were extremely pleased - not only in terms of lead generation but also in terms of awareness, networking and customer retention," states the marketing manager. “The trade show opened up great sales opportunities for us in those five days."
However, the highlight came at the very end. Instead of the expected 200 guests, more than 500 invited customers and interested parties found their ways to the "Wick Hill – Link11 Stand Party" in Hall 6. The two hosts' neighboring pavilions simply overflowed. "A spectacular closing event. We had to set out all the catering leftovers from the previous days," says Leibküchler. "But that doesn’t matter. The reason we come to CeBIT is to take center stage."