Reconnect with customers
Talk directly about how they use the product, the difficulties they face and the improvements they need.
Case study 04 · B2B events
Preparing for a trade show, from the first asset to the product demo
For E.Leclerc central purchasing trade shows, I prepare EZad's presence several months in advance: printed materials, booth branding, screen content, dedicated offers and operational logistics. On site, I take part in conversations with customers and prospects and demonstrate Toucan® alongside company leadership.
01 — Context
Going to a trade show to meet people, not just to be visible.
EZad mainly attends events organised by E.Leclerc central purchasing organisations: BTLEC, Scarmor and, previously, Scaso and Scachap. The goal is not only to present the software, but to make the most of a moment when customers, users and prospective stores are gathered in the same place.
Create new contacts
Meet stores that do not yet know EZad and introduce Toucan® through a live demonstration.
02 — Preparing ahead
Even a small booth requires several months of preparation.
Preparation starts at least three months before the event and can begin up to six months ahead. Once participation is confirmed, I review the existing materials, identify what needs updating and list the event-specific assets that need to be produced.
Anticipate Confirm requirements, formats and the materials that need updating.
Produce Brochures, flyers, roll-up banners, large-format posters and screen animation.
Coordinate Quotes, proofs, printer, event organisers and a partner store for large-format printing.
Check Receive orders, inspect printed materials and prepare everything that needs to travel to the event.
Before leaving
A very practical checklist.
- brochures and flyers;
- fixings and display holders;
- small demonstration posters;
- screen and computer;
- USB drive with a backup copy of the animation;
- materials specific to the trade-show offer.
Car and hotel bookings are handled by company leadership and accounting; my scope covers preparation of the company's presence and communication materials.
03 — Organising the message on the booth
Every format needs a purpose.
Space is limited, so the goal is not to multiply materials but to create several levels of information. From a distance, visitors should understand what EZad does. As they approach, they should see concrete examples. During the conversation, more detailed materials take over.
Identify
The header and roll-up banner establish the territory immediately: create, print and distribute in-store communication.
Show
Large posters show what Toucan® actually produces, in formats that can be seen from the aisle.
Demonstrate
The screen and computer move the discussion from messaging to the real use of the software.
Leave something behind
A flyer, event offer or brochure gives visitors the right level of information to take away.
A message readable from a distance
Create, print, distribute.
The roll-up banner has to work without a long explanation. It summarises Toucan®'s three main use cases and keeps a few additional benefits and services for visitors who come closer.
04 — Showing the product through what it produces
The posters displayed on the booth are generated with Toucan® itself.
The large-format posters are not there simply to decorate the booth. They are produced with the software and therefore become direct proof of the output: large formats, price information, regulatory content and visual composition.
Field coordination
Producing large-format materials at a customer store.
For these prints, I contact a customer store equipped with a plotter, then travel there to produce the large-format materials and check the result. A commercial gesture is provided in return for the store making its equipment available.
05 — Adapting the materials
The same offer can take on a different tone depending on the event.
The commercial content may remain similar, but the material is adapted to the purchasing organisation, the timing of the event and, where relevant, its regional context.
06 — Providing different levels of information
From a quick glance to the document visitors take away.
Visitors do not all have the same amount of time or the same level of product knowledge. I therefore prepare complementary materials rather than one document overloaded with everything.
The brochure provides more detail after a demonstration: interface, creation methods, printing, screen distribution and related services.
07 — Bringing the product to life and meeting users
The screen attracts attention; the demo starts the conversation.
I update a motion-design animation that runs continuously on the booth screen. It needs to remain understandable when no demonstration is taking place, while also serving as a visual aid during conversations.
On the day
Turning communication into conversation.
On site, company leadership and I welcome visitors, answer their questions and take turns demonstrating Toucan®. These conversations also allow us to reconnect with existing customers and gather direct feedback on their challenges, use cases and needs.
A different scope
Tech for Retail 2025.
For this event, my involvement focused on preparing the communication materials. I was not present on site: company leadership represented EZad during the show.
I deliberately make this difference in scope visible in the case study: my role varies depending on the event, from producing materials to being on site and running product demos.
08 — What this project demonstrates
Bringing communication, production and customer relations into one event setup.
A trade-show presence brings together very different skills: anticipating needs, producing materials, coordinating several stakeholders, making the product understandable and being able to discuss it directly with users.
Event communications Production management Product communications Coordination Operational autonomy Customer relations Product demos