Telling stories is not something just for children. Everyone can remember something better if it is bound up with a story. So, why not tell stories in a shop and make sure your customers keep you firmly in mind? At Paperworld from 27 to 30 January 2018, the Mr. Books & Mrs. Paper special show in Hall 5.1 (Stand E11) will present a variety of ideas and tips for attractive in-shop presentations in the book trade. Under the motto ´It´s all about stories`, visitors will find several themed presentations illustrating how different combinations of books and non-book articles can tell stories and, therefore, be not only eye-catchers but also driving forces for sales.
The wide range of paper, stationary and gift articles presented every year by the around 1,500 exhibitors of Paperworld in Frankfurt am Main play an important role in assortment composition for the book trade. The Mr. Books & Mrs. Paper special show generates practical impulses for the bricks-and-mortar trade. The concept of the special show is oriented towards the current range of books and topical themes. Decisive are product harmony and a persuasive overall concept that tells a story. “The special show is a source of useful impulses for book sellers and paper, office supplies and stationery retailers because new sales channels arise from linking these two spheres. Moreover, it illustrates how the storytelling trend can be presented in the trade so that fascinating stories can be told with a minimum of effort”, says Paperworld Director Michael Reichhold.
Tell stories with books and non-books
Anyone who sells books is in a good position because the core product is a constant source of new stories. The art begins where the offer is brought to life – without many words but with the focus on the product.
In 2018, the special show will be held under the motto `It´s all about stories`, which goes perfectly with the book trade. “Anyone who sells books is in a good position because the core product is a constant source of new stories. The art begins where the offer is brought to life – without many words but with the focus on the product”, explains special-show curator Angelika Niestrath.
Mr. Books & Mrs. Paper presents a variety of in-shop situations with table and wall presentations for the book trade, showing how they can be implemented without difficulty at the point of sale. The special show strengthens the bricks-and-mortar trade with respect to the digital trade by emotionalising the product, offering a haptic experience and appealing to the customer by telling a story. To this end, Angelika Niestrath uses different approaches: either by telling stories relating to the book`s plot or uniting non-book articles and books in such a way that they reflect the overall concept, e.g., by combining biographies with letter paper and high-quality writing utensils. For example, if the spotlight is on an artist, his or her studio workplace can be shown to indicate a personal link between the artist, the retailers and the customer.
Special-show curator Angelika Niestrath will give two guided tours a day of Mr. Books & Mrs. Paper in Hall 5.1 for the first three days of the fair at 11.30 and 14.00 hrs. On the last day, there will be one tour at 11.30 hrs. Additionally, visitors will be given a guide to all exhibitors whose products have been included in the special show. And, with a little luck, they can win one of the themed presentations with all books and non-book products for their shop. It will also be possible to take part in the draw at the special-show area in Hall 5 (Stand E11).
Paperworld – The visionary office and the stationery trends
Next event: 27 to 30 January 2018
Paperworld is the world's most important platform for information and communication in the national and international paper, stationery and office supplies sector. The trade fair exhibits the latest products and trends in the paper, stationery and office supplies industry every year in Frankfurt am Main. It is divided into two main sections, Office and Stationery. Office stands for commercial office supplies while stationery presents paper and stationery products for private use. Thanks to its great product breadth and depth, Paperworld covers all segments of the paper, office supplies and stationery market and provides innovative business ideas for the wholesale, retail and specialist trades, for book dealers, internet and mail-order sellers and for trade and professional end consumers. With some 33,600 buyers and trade visitors from 143 countries and 1,520 exhibitors from approx. 60 different countries, Paperworld is the most international trade fair in its sector. Additionally, it also offers a varied event and congress programme, providing a wide variety of inspiration and sector know-how for visitors from the paper, office supplies and stationery sector, as well as for architects, planners and facility managers interested in office trends and concepts.
Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With over 2,300 employees at some 30 locations, the company generates annual sales of around €647 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
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