Food
& processing

Quality offensive at Rational -
brand performance

WWMcloud ensures Rational’s brand quality

Top-notch quality is of paramount importance for our brand image – especially at trade shows and events. We chose WWMcloud after a test run. When we set up our old systems and the WWMcloud ones next to each other and compared them side by side, the difference in quality opened our eyes.

Sabine Zimmerer, Leitung Marktkommunikation Rational AG D/A/CH

Rational AG specializes in thermal food processing for commercial kitchens around the globe. As an appliance manufacturer, the company relies on a selected group of authorized dealers. To instil emotions in products from the mechanical engineering sector, "front cooking" is used to put the devices in the spotlight at company events and trade shows. Marketing strategy always places the highest priority on showing individuals - mostly restaurant chefs - using Rational appliances when cooking in front of the eyes of guests. Food as an emotional factor is thus an important element at all levels of Rational's sales approach.

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When emotions are running high: Rational’s persuasive culinary marketing

The demonstrations awaken the emotions of the guests watching the chef cook. To produce the best possible emotional response, the food as well as the show cooking must be of the highest quality. Rational regards it as essential that all trade show presentations offer the same high quality and attendee experience, irrespective of the event location. From an organizer's point of view, this is no small feat because trade shows and company events are planned decentralized by Rational sales employees from the relevant region. They collaborate closely with trade partners on-site.

WWMcloud sets quality standards

With WWMcloud, Rational created uniform standards to meet the high-quality requirements for a coherent brand identity. All sales employees have access to the trade show equipment of the company through myWWM software. The shared access best matches the company's organizational structure and is efficient and smart - because the integrated inventory management lets employees work around the "collective ownership paradox." The company's salespersons no longer should worry about equipment and materials having to be in perfect condition: Repairs and cleaning will be done by employees at the WWM Logistics Centre. In this way, salespersons know at the time of booking that they will get top-notch items for the planned trade show, empowering them to plan high-grade brand presentations.

A simple management tool that everyone can learn to use

The individual salesperson at Rational organizes a maximum of two regional events per year. This means that booking software should be as easy and intuitive as possible. myWWM  meets these requirements: The application can be used both to order trade show systems and graphics and to obtain the necessary equipment for live cooking demonstrations, for example, the company's refrigerated display cases. Relevant logistics options will be priced automatically, and final costs will be shown to the user.

Conclusion: A coherent brand image becomes manageable

Introducing the WWMcloud solution did not instigate big changes in Rational's internal processes. Even before the implementation of WWMcloud, all salespersons shared the same trade show systems. Allocation was done through Excel. Improvements can be observed, however, regarding output and quality: Outsourcing of inventory management and professional logistics greatly enhanced presentation standards. Even at short lead times, sales and marketing can now rely on having top-notch materials available in time.


Christoph Lennarz

Christoph LennarzHead of new Business

+49 (0)2472 9910 - 15 christoph.lennarz@wwm.de

If you also want us to help implement your trade show designs for food or food processing companies, our trade show consultant Christoph Lennarz will accompany you every step of the way by offering his experience and ideas.

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