Case Study
Trust, Network and Competence
Innovative products don't fail because of quality. They fail because they never reach the right buyers.
Behrentin Communication helps manufacturers of bio-based products enter the German and European markets by connecting them with distributors, industry partners, retailers and public buyers. We turn sustainable innovation into commercial success.
Case Study: THE BODY / Leipziger Messe
Case 2: Task: Introduce the therapeutic use of cannabinoids to a B2B audience (2023)
In 2023, we presented the concept in the 2nd edition on 1500 square meters as an integrated trade fair to a B2B medical & therapy audience in Leipzig May 4-6, the partner was the Leipzig Trade Fair. 17,000 trade visitors were able to find out more about the topic of cannabis/CBD. Leading industry guests such as Finn Hänsel from the Sanity Group, Arne Löffel from the dfv media group, Markus Laurenz from the health marketplace as well as international professional athletes and exhibitors came to us in Leipzig.
We also collected information on the following topics:
Acceptance of the topic of cannabis among B2B customers in the medical and therapeutic field
Level of knowledge of visitors
Dealing with the authorities and requirements on the topic for exhibitors and public events
Legal regulations for public events and product presentations
Media interest
Organizational quality control in dealing with cannabis companies.
Health protection and education by cannabis companies
Result
Case Study: THE BODY / FIBO
Case 1: Task: Development of a cannabinoid conference in accordance with the legal requirements in Germany (2022)
In 2022, we presented the concept on 2000 square meters at one of the largest fitness trade fairs in the world, the FIBO by RX Global, as an integrated expo in front of 68,000 visitors. Here we introduced the topic of cannabis/CBD to a B2C audience. We presented national and international brands and renowned guests such as Prof. Raphael Mechoulam, Daniel Kruse (EIHA)
We collected information on the following questions:
Acceptance of the topic of cannabis among end customers and B2B customers in new sectors of the sports and wellness industry
Level of knowledge of visitors
Dealing with the authorities and requirements on the topic at trade fairs and public events
Legal regulations for public events and product presentations
Media interest
Organizational quality control in dealing with cannabis companies
Health protection and education by cannabis companies
Hemp in the bioeconomy
Result