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B2B Events as Sales Support for Iris Ceramica Group

Sales Communication

hicklvesting creates interdisciplinary B2B Events in the Berlin based showroom of Iris Ceramica Group — a lively venue to build the network of sustainable contacts among architects and planners.

The challenge:

The Iris Ceramica Group Showroom Berlin stands for interdisciplinary architectural concepts and unique porcelain stoneware products. Our mission: to strengthen brand awareness in and beyond the industry and to launch new sales contacts to planners and architects in the premium sector with the help of innovative B2B Events. As industry experts for design and architecture, our task was to develop specific events on company-relevant topics and to acquire an architecture- and design-savy as well as art-loving audience for the showroom in Berlin.

The opening of the exhibition by architectural photographer HGEsch was a high-profile B2B event in the Iris Ceramica Group showroom

Our strategy:

hicklvesting designed a series of B2B Events for the Iris Ceramica Group, positioning the premium manufacturer as an inspiring source of inspiration in the industry and beyond.

The focus of the events was on the presentation of industry-relevant topics: the showroom was to be perceived as a place of professional exchange and cultural inspiration. The aim of our B2B event concept was to draw attention to the showroom — and in a second step to its portfolio — with thematically interesting and prominently staffed events for architects and planners from northern Germany as well as other regions and metropolises.

Exhibition Architecture B2B Event hicklvesting

Exhibition HGEsch Opening B2B Event hicklvesting

Architecture Sales communication_Iris Ceramica Group Showroom_hicklvesting

The implementation:

Based on a thematic mapping that hicklvesting, as an industry insider and expert on current trends, was able to develop a diverse B2B event programme for the Iris Ceramica Group showroom in Berlin. One of the event formats was the vernissage of the exhibition by architectural photographer HGEsch followed by a panel discussion. In addition to the conception, operational implementation and active support of the opening evening, hicklvesting was responsible for the development of the guest list, which was filled from our broad network. Based on our research, the evaluation of — from a sales point of view relevant — architects and the personal supply of important industry contacts, the B2B Events in the showroom were highly attended.

In addition to the showroom events, hicklvesting realised an exclusive press and architects’ trip to Weimar on behalf of the Iris Ceramica Group. A city walk designed by us led from the exclusive pre-press tour in the Haus am Horn via the Jakobsvorstadt to the Gauforum and on to the new Bauhaus Museum with an individual guided tour of the building by the architect Heike Hanada. hicklvesting invited a strategically mixed group of guests from different B2B areas, including journalists, architects, project developers and building owners.

An exclusive architectural tour as a special B2B event: on behalf of the Iris Ceramica Group, hicklvesting invited planners, architects and journalists to a city tour to Weimar, which offered plenty of fruitful time and inspiration for mutual exchange

Our results:

With the creation, conception, implementation and support of the various thematically oriented B2B Events, hicklvesting succeeded in sustainably anchoring the Iris Ceramica Group in the minds of architects and planners as the host for an interdisciplinary event programme around the topics of architecture, design and art. Our concept of presenting an inspiring range of topics to potential customers instead of focusing solely on the client’s products was successfully accepted: in the aftermath of the high-profile events, a significant increase in prospective customers for the Iris Ceramica Group’s porcelain stoneware surfaces became apparent, which was also reflected in rising appointment bookings in the showroom in Berlin. The informal networking connections that hicklvesting facilitated as part of the expanded Sales Communication turned out to be extremely beneficial for all involved.

Our client:

The showroom of the Iris Ceramica Group in Berlin-Kreuzberg belongs to the holding company of the same name and presents a selected portfolio of porcelain stoneware surfaces of the brands Ariostea, Fiandre, IRIS FMG Fabbrica Marmi e Graniti, Iris Ceramica and Porcelaingres on 1,000 square metres. The company uses cutting-edge technology, innovative firing techniques and craftsmanship to produce ceramic surfaces that boast subtle aesthetics and maximum resistance for both indoor and outdoor use.

The company also has showrooms in Italy, Spain, France and the UK, which act as a lively meeting place for the trade, distributors, architects and specifiers.