Bullet proof, water proof, expo proof
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.
A new start
In 2004 Marc, Marcel and Jean Paul decided to change course. Instead of giving advice, they devised a concept based on promoting meetings and conversations between exhibitors and visitors. The 'back to the market stall' idea was born. Each exhibitor could reserve a similar stand consisting of a rear wall and two side walls, where leaving the last metre by the aisle was left out. This limited participation costs for exhibitors, and the open, accessible and unintimidating atmosphere, almost like that of a marketplace, made visitors feel welcome. This was further reinforced by providing everyone with free coffee, tea and soft drinks.
The first fair launched according to the new concept was the 'Dag van de Openbare Ruimte' (Public Space Day) in Houten. The enthusiastic re-registrations for the following year's fair made it clear that the principle worked perfectly. An affordable trade fair with a pleasant, business-like atmosphere, at an independent fair location. From that day onwards, this has been the point of departure of all ExpoProof fairs. The trinity of Marc, Marcel and Jean Paul has grown into an enthusiastic group that is happy to help you.
The ExpoProof logo represents our story. It's a story that has existed for as long as anybody can remember; the story of the marketplace, where customers and merchants can meet each other.
We compare our fairs, therefore, to a marketplace, a place open to everyone with no entry requirements or doors, which exudes an open atmosphere and where people feel at ease to approach each other.
Our design agency looked at our DNA and the very essence of an ExpoProof fair to create a logo which perfectly reflects what we stand for. The no-fuss logo radiates power and simplicity, with a strong form that symbolises meeting and doing business.