This was the ambition of Marcel Beelen, Jean Paul Boon and Marc de Winter when they registered the company ExpoProof at the Chamber of Commerce back in 2003. Objective: provide consultancy services to companies about attending trade fairs, and make sure that that the resulting recommendations matched exhibitors with the right fair, in a cost-effective way; in other words, ‘expo proof’.
With his many years of experience in the trade fair industry, Marc de Winter strongly believed that things could be done differently, and that spending most of the marketing budget on an expensive stand was not always the best option. Marc’s commercial empathy was complemented by Marcel Beelen’s strategic strengths and Jean Paul Boon’s communications expertise.
After a few years, it became apparent that the ambitions at the advisory level were not leading to the desired results. Although clients valued the recommendations, the budget was still too often being spent on building stands. There was still too little focus on meeting fair visitors, and talking to them.