Email that realized a dream. How creative agency “PaRtyzan” became an exhibitor at the world's largest retail exhibition
The creative agency PaRtyzan from Lutsk, specializing in non-standard marketing and development of retail concepts, became one of the exhibiting companies of the National Pavilion of Ukraine at the largest global retail exhibition EuroShop. The exhibition took place in Dusseldorf (Germany), in February-March 2023.
For the team, participation in an international exhibition as exhibitors was an unprecedented case as previously they attended similar events only as visitors or speakers.
“We visited many international exhibitions, we were even speakers at some of them, but it was for the first time when we were exhibitors. In 2020, accompanying our customers at the pre-lockdown EuroShop, we could only dream of becoming exhibitors at the key international industry exhibition”, PaRtyzan Agency says.
How did it happen?
In December 2022, PaRtyzan received a newsletter from the Office and Diia.Business regarding the call for applications from Ukrainian companies to participate in the National Pavilion of Ukraine at EuroShop 2023 and without doubt submitted their application.
“It was the opportunity not to be missed because EuroShop is like the Olympic Games but for the retail industry. Having read the selection criteria, we filled in the application form and waited for the decision. We kept our fingers crossed that it would be the positive one”, PaRtyzan Agency mentioned.
Luckily, PaRtyzan successfully passed the selection process and became one of the 7 exhibiting companies of the National Pavilion of Ukraine at EuroShop 2023.
Preparation matters
Although since the announcement of the selection results till the exhibition itself, the companies had only 1 month for preparation, the PaRtyzan team began to prepare thoroughly. “Ukrainian brains” became the main idea of their marketing materials. Individual designs for hoodies were developed for each of the 6 representatives of PaRtyzan at EuroShop. The workplace was illuminated by a brain-shaped lamp (printed on a 3D printer). In addition, the team creatively approached the design of business cards making them not only extraordinary but also practical with flash drives incorporated.
PaRtyzan also updated the portfolio of their projects and created a separate video for EuroShop 2023.
Since EuroShop is not only about exhibition stands but also a source of useful information for those working in the retail industry, the PaRtyzan team developed a schedule of visits to lectures and seminars that were announced in the program. One of the difficulties faced by PaRtyzan pertained to obtaining permits for male participants of their delegation to travel abroad under the martial law.
“We are extremely grateful to the Office team and partners for the opportunity to present our services at the specialized industry event. Special thanks to the Office for the expert support at EuroShop and assistance with preparation of documents for the departure of male participants of our delegation to EuroShop 2023. Also, special attention deserves the design of the National Pavilion of Ukraine: it was bright and stood out against the background of other stands”, PaRtyzan noted.
Moreover, after the end of the exhibition and their return to Ukraine, the PaRtyzan experts organized an event during which they shared tips on organizing the booth and shared their experience of participating in EuroShop.
High-quality preparation and effective work at EuroShop produced results: the PaRtyzan team received 23 leads and is currently negotiating with 3 potential customers from Germany, Romania and Georgia.
International cases of PaRtyzan
For a long time, the business strategy of PaRtyzan Agency was focused on the Ukrainian market. Therefore, most projects were implemented for Ukrainian clients. Still, there were some international cases in PaRtyzan's portfolio: the agency implemented projects for a biotechnology business from Germany, a beauty salon from Spain, a consulting company from Israel, a beverage distributor from China, a real estate agency from Cyprus, a chain of stores from Poland and the Netherlands.
“After the start of the full-scale war, we began to consider and develop the export of our services abroad more actively and systematically. The Ukrainian market is small and after February 24 the domestic demand significantly decreased. We need to constantly grow and develop as a business. The cost of services of Ukrainian companies is lower so there is a high probability to find clients abroad. Besides, it is one of the ways to support business development even during the full-scale war”, PaRtyzan Agency noted.
PaRtyzan has an interesting case of entering the US market. Owners of one of the numerous cafes in Manhattan (New York City) were looking for an agency to redesign their cafe. Moreover, they wanted to hire a Ukrainian company to support Ukraine's economy and thus to make their personal contribution to victory. The owners of the cafe found the PaRtyzan agency. The project was launched in the online format and lasted for 3 months. Currently, the parties have already approved the concept, and the owners have initiated renovations, and the PaRtyzan team hopes to visit the cafe in person after Ukraine's victory.
The Ukrainian Pavilion is organized by the State Institution “Entrepreneurship and Export Promotion Office”, the state project Diia.Business supported by the European Union and the German Government within the “EU4Business: SME Competitiveness and Internationalisation” programme implemented by the German federal company “Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH”.
For information
PaRtyzan Agency — creative agency founded in Lutsk in 2011. A team of 18 experts specializes in providing the following services:
- Development of design, brands, complex advertising campaigns;
- Development of retail concepts;
- Marketing in social networks;
- In-house production of outdoor advertising;
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