Exhibition Guideline - Picturepark

Exhibition GuidelineVersion 1

Contents 1 Introduction 3

2 RUAG exhibitions at first glance 4 3 Experiencing the RUAG brand at exhibitions 9

3.1 The RUAG brand in architecture 10

3.2 The RUAG brand in dialogue and behaviour 11

3.3 The visitor journey 12

4 How to build the proper RUAG booth 15

4.1 Main elements 15

4.2 Additional elements 21

4.3 Key areas in the RUAG booth 24

4.3 Different booth sizes 25

5 Annex 29

5.1 Process checklist 29

5.2 Booklet 31

RUAG develops and markets civil and military technology applications for use in space, in the air and on land. With its five divisions and locations in 16 countries, RUAG has a strong international market presence. To enable existing and potential customers to be aware of this,, RUAG presents itself at exhibitions in a confident, clear, modern and fresh style.

At all worldwide exhibitions exhibitions, regardless of the different cross-divisional content and communication objectives, all booths represent one RUAG brand in one and the same image. This is why the image world, look and feel and overall impression need to be consistent.

To enable you to understand the RUAG style and follow the basic exhibition rules, we have compiled this Exhibition Guideline. It aims to inspire and support you when creating your exhibition booth concepts – putting RUAG in the best light possible. booths concepts.

1 Introduction

When you enter into a business relationship with RUAG, we will listen to you, find the right solution for you and stay with you through thick and thin.“ “

We listen to make it right.

We stay to make it real.

A promise you can trust.

We live up our brand promise: 123

Urs Breitmeier, CEO Ruag

Every RUAG booth is primarily a place to meet customers and other stakeholders. As such, it is open, tidy, accessible and inviting. Its design follows a few simple and basic modular principles, which can be adapted in line with the relevant requirements without losing any of the character of the RUAG booth.

However, it is the brand promise that alignes the most important RUAG values and attributes. Therefore, this promise should be communicated, acted on, perceived and understood in every way.

2 RUAG exhibitions at first glance

2 RUAG exhibitions at first glance

Solution orientation1Interactive exhibits, innovative installations and cutting-edge technolo-gies represent the solution-centric approach. They reflect how varied and modern our product and services are, and how they focus on our customers' wishes.

Reliability2 Trustworthiness3To ensure our partners are aware of our brand's reliability, there should be enough space for presenting reliable solutions and technologies, as well as a friendly environment for direct communication, which is represented by networking areas and zones for discussion.

Meeting rooms and cosy and intimate places should be part of the booth if important meetings, contract closures and other business events are planned. This area represents the trustworthi-ness and stability of RUAG as a solid, strong and trusted partner.

Our presence is self-confident, clear and modern.

Our architecture is clean and simple.

How we visualise our brand2 RUAG exhibitions at first glance

Our booths have different sizes but one consistent look.

We are white, blue and purple.


We are:Together ahead.


Target group-centric approach

For planning every exhibition, the visitors, customers, partners and their business objec-tives, perceptions and expectations should be the main target. That is why we plan and build our exhibition booths while keeping the following principles in mind:

The RUAG brand in architecture

An open architecture and a modern blend of different looks create a positive, welcoming, partly technical and partly friendly lightness and diversity.

The RUAG brand in dialogue and behaviour

The people staffing the both are part of the brand. They shall therefore actively welcome the visitors and help them with any queries. All RUAG employees and suppliers should respect our corporate Code of Conduct and other relevant booth rules and recommenda-tions to ensure customer and visitor satisfaction.

3 Experiencing the RUAG brand at exhibitions3 Experiencing the RUAG brand at exhibitions

RUAG presents itself at trade fairs with a self-confident, clear and modern appearance. It respects the clean, geometrical style of the brand and bold brand logo.

The Group acts at trade fairs as an integrated unit offering relevant services and products for the respective target group. Divisional presentations are always aligned and unified with the brand visual style and language.

The UAG booth is always built to guide the visitor through the booth intuitively.

Exterior

Each RUAG booth is first and foremost a meeting place for customers and other stakeholders;

it is therefore open, tidy and inviting

The design style is typical for its clear lines and white finishing

Spacious exteriors allow for great identity and message visibility

Less is more – the booth is always clean, airy and accessible

The RUAG booth is clearly marked and visible from afar (as high as possible)

Interior

Comfort, high-quality and a silent social space for business interactions

Comfortable, cosy and serene furniture and atmosphere

3 Experiencing the RUAG brand at exhibitions 3.1 The RUAG brand in architecture

General booth rules

1. RUAG is committed to a high degree of customer- and service-centricity when working together with all its stakeholders.

2. RUAG communicates openly, transparently and clearly so as to strengthen its credibility with business partners and customers and to increase their trust.

3. RUAG does not organise any competitions and always conducts itself sincerely and with integrity.

4. RUAG takes into consideration local customs (e.g. country-appropriate catering) and avoids any provocation (e.g. no alcohol or bare skin in Abu Dhabi).

Organisational booth rules

1. The booth area is for customer meetings only.

2. RUAG employees are to wear a dark business suit, a white shirt, purple RUAG tie (men) or purple RUAG scarf (women) and name tag. (All accessories should be ordered via SAP Procurement system.)

3. Luggage should not be taken to the booth, as there is no spare storage space.

4. Laptops should not be used at the booth if there is no urgent need. There are usually laptops at the reception desk for the coordination of the meetings.

5. Meeting rooms and tables must be cleaned after every meeting so that the place is always clean and ready for other colleagues and visitors.

6. Catering is mainly for the guests, customers and partners. RUAG employees should consume and act accordingly.

7. If there is alcohol, it is for customers mainly. RUAG employees should not consume it if not necessary.

3 Experiencing the RUAG brand at exhibitions 3.2 The RUAG brand in behaviour

3.3.1 Before exhibition

Dialogue marketing within the framework of customer communication for the trade fair con-sists of the following activities:

Careful selection of all prospective guests (in cooperation with sales using CRM)

Invitations (e.g. as an email) to existing and prospective partners, customers and other guests

Organisation of appointments (e.g. with customers, partners and prospects)

It is very important to consider visitors' experiences from the very beginning till the end of an exhibition. Communication in three possible phases is recommended in order to make more efficient use of the trade fair contacts.

Phase 1: Before exhibition

Phase 2: During exhibition

Phase 3: After exhibition

3 Experiencing the RUAG brand at exhibitions 3.3 The visitor journey

Brand level

Division level

Product level

Identifies the stand from afar

Represented by the RUAG logo and RUAG colours

Specifies the brand message

Consists of eye-catching RUAG key visuals, concise text, including successful case studies, pictures, images or videos

Shows divisional product groups in use or in production

Communicates the products or specific solutions

A target-group-centric selection of suitable exhibits is presented in a visually attractive way

Flyers, brochures and interactive applications can help to provide additional information

3 Experiencing the RUAG brand at exhibitions 3.1 The RUAG brand in architecture 3.3.2 During exhibition

Relationship management and dialogue marketing should continue after the exhibition is over. The following activities help to stay in touch with customers and partners and to benefit from exhibition leads.

Business follow-ups

To existing customers T

To new contacts (e.g. stepping up the new contacts generated)

To other partners

Direct E-mails

Letters of thanks, etc.

Internal follow-ups

Debriefing with Steering comittee and project team

Online surveys (via CRM system), feedback meetings

Loyalty programme

If a list of leads and contacts was created after the exhibition, it should be taken care of and managed (tracked via CRM system). Regular communication and loyalty programmes always help to build and improve relationships with partners and customers.

3 Experiencing the RUAG brand at exhibitions 3.1 The RUAG brand in architecture 3.3.3 After exhibition

4 How to build the proper RUAG booth 4.1 Main elements

The tower should be bold, distinctive and

visible from afar.

The shape should be geometrically simple

and uniform in height.

Each tower side has one logo branding

only. The logo is positioned in the top

right corner, the brand promise optionally on

the bottom left corner.

Brand tower

Image walls are always white

and squared or rectangular.

There must be a strong visual teaser – either

product or picture.

Walls should have enough space

around them, so that the images or exhibits are clearly

Exhibits must be appropriate, clean, safe and secured.

Walls and products should be described with simple messages so that the content is easily understandable, and they should be evenly illuminated if possible.

Pictures, images or charts always follow RUAG corporate design rules.

Divisional/product/image wall

Tower should be evenly illuminated from end to end.

Tower shall be built to the highest approved height limit with the best proportion to the booth area.

Logo should be illuminated from behind if possible.

The counter needs to be clearly identifiable so

that guests can locate it easily and reception assistants can help to

navigate visitors.

If there is a RUAG logo, it should be

illuminated.

The counter design should be clean geo-metrical and shaped in a modern minimalist style.

Atrium Welcome Counter

The first impression sets the tone for the entire environment. The area should be inviting and welcoming for visitors.

There should be enough space to come

into the booth.

The welcome counter should be a unifying element at each exhibition.

Pictures, videos or exhibits should be presented to attract visitors.

The whole area should be light, open and tidy.

The counter design should be clean and geometrical, and shaped in a modern, minimalist style.

Adequate clear space behind the counter of at least 1 metre should be maintained for movement.

The counter should be ergonomicallycorrect.

The welcome counter area (behind) is also a good place for communicating the brand promise.



Networking area Meeting room

The networking area should be versatile

and an open space for informal meetings and

discussions.

Lighting should be adequate with accent

spot lighting for ambience.

Graphic posters shall be full format

without frame.

Carpet should be used preferably, and in a grey tone.

The screen for presentations and meetings should be ideally inside. Consider and plan all different connector types.

If there are windows, they should be installed with roller blinds – in white or purple.

Meeting rooms should always be

clean and tidy.

Walls should be clean, white or with RUAG

images and positioned in a straight line.

Doors and windows should be in tempered

glass and lined with frosted foil.

Artwork and plants should be used to enhance the area.

Graphic imagery in the form of quotations and product images should be present but not overbearing.

Power and electricity should be considered to make the area more comfortable for customers.



Furniture Decoration

Furniture should be modern, elegant and

with clean lines.

There should not be any motifs or

patterns on it.

Preferred surfaces and materials are stainless steel, glass or a white

finishing.

Rented furniture should be always in top quality and condition. Agency should know these requirements in advance.

White should always be the predominant colour.

Floral arrangements should be simple and tasteful, with purple flowers as the base choice.

No big green plants should be used at the booth.

Less is more. A few tasteful

pieces are enough to transform the

mood of the space.

Fabric in neutral tones can soften the lounge area,

and cushions could be used to bring

additional cosiness.



Lighting Floor covering

General lighting should be indirect and not disturb or beat down into visitors’ eyes.

Welcome counter panels and bar should be illuminated ideally from within the counterusing concealed LED lights to enhance the area.

White and bright light shall be used mainly.

The design of fittings should be discreet, modern and clean,

with white or chrome fixtures.

The RUAG logo should be illuminated if possible.

In principle, RUAG exhibition booths should

have either anthracite-coloured carpet or oak

parquet laminate or a combination of both.

The floor covering material sets and

differentiates the various booth zones and their

purposes.

If required by the booth building regulations, the

meeting zone may also be built on a low podium.

Metal edging along the booth platform should be used to give a smart and complete look to the flooring treatment.

For meeting areas, carpet is a better option to stifle noise and add a cosiness.


Men wear a dark suit, white shirt and purple RUAG tie, which should be ordered via the SAP Procurement system.

Women wear ideally a dark suit or dress and

purple RUAG scarf, which should be ordered via the SAP Procurement system.

There are simple rules for all RUAG employees and booth staff which should always be followed. Apart from wearing a tie or scarf, all staff should always have a name tag.

Male clothing Female clothing



Big installations and showcases

Small installations and showcases

Big showcases should be clearly visible from afar.

There should be instructed and educated personnel nearby to explain the showcase’s functionalities and added value.

Big showcases should primarily attract and

inspire people to come and discover the booth.

They should display and demonstrate

unique RUAG technical capabilities and

innovative solutions.

Security of the showcases should be considered.

Small showcases should be ideally presented in a modern, catchy and fresh way.

Small showcases should present target-

centric products and unique solutions.

There should be short and concise text

explaining the exhibit and highlighting the

benefits for users.

4 How to build the proper RUAG booth 4.2 Additional elements


Stand elements Bar and dining

If needed, protective glass or a plastic cover can be used to shield the products.

Stand elements should be evenly illuminated to highlight the showcase.

Stand elements are mainly used for a

better presentation of small installations and

showcases.

They should always be white, modern, clear

and feature a square or rectangular shape.

The bar area should have adequate space for glass, bottles, fridges and bins.

Drinking ware should be glass, not coloured plastic ware.

White or purple linen napkins, white plates and silver cutlery should be used.

Alcoholic drinks are for customers only. Employees should not drink these if not necessary.

The bar and dining zone should be open, inviting and engaging visitors to indulge in a refreshment and the atmosphere. It is

for customers mainly.

Bar area must always be adapted to the available

space and booth size. It can have both a small coffee table as well as a bigger

dining lounge.

Bar counter should be easily identifiable and located in

a prominent space.

The counter should be modern, with clean

geometrical lines, and ergonomically

correct.



Chalets Job fairs

A large graphic image can be applied to the exterior, too. The RUAG flag should be placed on the outside.

"For guests only" to be printed on the main door of the chalet.

Outside carpets in the entrance zone should be considered.

The interior should be in line with the booth design, too. However, as comfortable and cosy as possible.

Chalets should be comfortable and classy meeting spaces to host

invited guests at business meetings.

The exterior of the chalet design should

be fully in line with the booth design.

The logo on the exterior should be prominently

placed on a white base.

Interesting, entertaining and practical giveaways should be used.

If possible, iPads should be used for a better, modern and flexible presentation of the RUAG company as both a producer and an employer.

Positive and relevant RUAG employees from both HR and the professional divisional departments should present all the advantages of RUAG as an employer.

Job fairs are much smaller and very

often use just shell constructions.

That is why mainly banners and roll-ups are used for the visualisation

of the RUAG brand.

Relevant leaflets, flyers and brochures should be used and given away to young

potentials and talents.


Hidden business area:

meeting rooms

Welcome area: at the welcome deskProduct presentation:

images and showcases on the product walls, product desks, etc.

Product presentation:images and showcases on the product

walls, product desks, etc.

Advisory area: central area, lounge





Bar and dining area

Organisation/storage/kitchen:

not accessible to visitors Hidden business area:

meeting rooms

4 How to build the proper RUAG booth 4.3 Key areas in the RUAG booth - layout example

S ≤ 20 sqm

M = 20–70 sqm

L ≥ 70 sqm

4 How to build the proper RUAG booth 4.4 Different booth sizes

Even though the booth is small or shell constructed

both high brand tower, illuminated logos and

interesting walls should be used if possible to attract

visitors.

The floor of the booth should be aligned with the general

booth design and should use colours and structures which

are different to the floor in the exhibition hall to visually

detach the booth area.

The booth combines presenting, welcoming and communication areas which is why everything should be created and built in a simple and clean way.

For small booths, the shell construction is mostly used.

The cooperation with exhibition builders (strategic partners) is highly recommended.

4 How to build the proper RUAG booth 4.4.1 S size

The welcome counter, atrium, and networking area

should be open, accessible and inviting, while the area

for meetings should be rather close and detached

with a more intimate atmosphere.

Medium booths should comprise different key areas to provide a better presentation and higher comfort.

A small bar and dining area should be incorporated into the booth, too.

All RUAG participants should be informed about the whole

concept, idea and functionality of the booth.

They are usually planned with an experienced exhibition partner or

agency to achieve maximum professionality.

Large booths should comprise all main elements and areas.

They are always planned with an experienced exhibition partner or agency to achieve maximum professionality.

There should be one main project leader regardless of whether the exhibition is mono-divisional or multi-divisional.

Large booths offer enough space for presenting technologies and

products in an interesting and original way.

Unique small and large showcases could be used to

inspire and tease visitors.

All RUAG participants should be informed about the whole

concept, idea and functionality of the booth.

4 How to build the proper RUAG booth 4.4.3 L size

Description of the exhibition’s goal and target

Prepare the concept (with or without agency)

Strategic points

General points

Project team selection

Send out the invitation to CRM contacts

Participation of business units or divisions

Send out the necessary invitations for project leaders of other divisions

Target groups

Compile/update cost overview for exhibition

Budget

Title and main topics

Extract the sales opportunities from CRM

Communication target: awareness/image/products

Invite for the kick-off and follow-up

Timeline planning

Key message

Send out the “save the date” to CRM contacts

Define the booth builder (bigger exhibitions with agency, otherwise with local booth builders)

Booth area / building points

Define space requirements (meeting rooms, bar, exhibits, etc.)

Book the exhibition space

Define the exhibits

Check the possible areas for the booths

Booth area / building points

Clarify cooperation with other companies at our booth

Check the assembling and dismantling schedule

Order all services (agency support, giveaways, other suppliers, etc.) via the RUAG Procurement system

Get the deadlines for the graphics data

Consider possible live demo

Plan meetings with agency to see the exhibits

Check all technical information with the expo

Get a first draft from the booth builder

Check the technical requirements (electricity, Internet, TV, HDMI or VGA connections)

Check the quality of the furniture and equipment

Check and book exhibits and organise their logistics with divisions

Clarify the storage of the shipping material at the exhibitionPlan and organise the storage room if needed

Make an appointment with the booth builder to have a handover of the boothPlan/order cleaning and clearing of the booth

Get the brand check and send the graphic data

Manage the list of participants

Organisational points

Inform about hotel transfer (public transport, car, parking card)

Check emergency plan and numbers

Get country-specific requirements (security, culture, insurance card, SOS app, etc.)

Organise admission tickets / exhibitor tickets

Plan staff clothing

Consider the safety information from the expo (fire safety, etc.)

Book a hotel contingent (check the cost allowance)

Remind participants to enter appointments in the calendarSend out the appointments for the daily briefings and debriefingsShare the exhibition calendar with all participants

Order RUAG name tags If necessary

Organise admission tickets / exhibitor tickets

Define and order giveaways

Plan and inform about food and beverages

Prepare the exhibition booklet

Define the booth rules

Transport of material

Get transport offer

Send the material, incl. the “shipping order”, to the carrier

Prepare the list of expendable material and the carnet ATA

Get transport deadlines (2–3 months beforehand)

Get the labels for the transport from our import/export dept.

Pack the material (incl. booth material, e.g office, first aid and cleaning box)

Forward the transport deadlines to the other divisions if the material will be sent together

Power adapter (electricity) for exhibitions abroad

Before exhibition

Organisational points

5 Annex 5.1 Process checklist

Get the company profile (if more than one division is participating, use the Group addres)

Strategic communication

Ask for the content of the "save the date" and "invitation"

Depending on the size and target group of the exhibition, create an outlook signature Get a press kit (USB sticks)

Book sponsoring packages

Terminology instructions

Clarify the advertising material (movies, brochures, World of RUAG)

Send pre-information and/or invite potential journalists

Plan the social media presence (with RUAG corporate communications)

During exhibition

Daily briefing and debriefing

Check the catering stock

Record the contacts in CRM as a lead

Iook the booth space for the next year if possible

Send out the online survey (for debriefing)

After exhibition

Analyse the online survey and media coverage

Summarise the quantitative results

- Number of participants

- Number of media reports

- Number of customer visits

- Number of journalist visits

Get general feedback from participants

Check the invoices and finalise the cost overview

Internally invoice investments, hotel rooms, etc.

Prepare and conduct of the debriefing

Before exhibition

5 Annex 5.1 Process checklist

Any questions?For further information on the corporate design,please contact RUAG Corporate Brand Management:[email protected]

It is highly recommended that you prepare a staff briefing document (booklet) for per-sonnel at every exhibition. Staff should be informed about the purpose and specifics of the exhibition, about the exposition, plans, contacts and organisational information. You can find an example of an exhibition booklet index to the right.

5 Annex 5.2 Exhibition booklet example

Documents

Exhibition Guideline - Picturepark