We have mapped out the entire process in seven steps to give you an idea of what small and larger milestones to expect on the way.
1. Analysis of objectives and requirements
- Which target audience(s) is the showroom supposed to address/appeal to?
- Which occasions are conceivable? For what group sizes? How long are the tours/events/visits supposed to last?
- Do you want to provide guided tours, encourage visitors’ free exploration, or both?
- What business segments, product, or subject matter do you want to be in focus?
- Which way of the showroom’s integration into your business is possible/desirable?
- Which quantifiable/measurable objectives for your showroom do you want to define?
2. Budget setting
- Which of your business units, products segments etc. do you want to involve (funding, planning, and usage)?
- Which funds are available to finance the installation?
- Who takes charge of operation, maintenance, and future expansion?
- Create a business case including costs, visitor numbers, conversion rates, etc.!
3. Inspirational phase
- What would an outstanding presentation of your business look like?
- What is to be the showroom’s general creative guiding principle?
- Which are the benchmarks set by competitors?
- What trends, best-case scenarios, and best practice rules exist in other business sectors industries outside of your own?
- interior concept and structural design
- definition of interactive stations, processes, and content
- conception regarding modes/forms of presentation and content per target group
- consultation of external experts
- requests for cost estimates, onboarding of partners
- internal presentation, approval and green-lighting
5. Detailed planning and preparation
- the technical specification of stations and exhibits
- technical infrastructural planning (power supply, network, lighting, sound, etc.)
- IT admin
- management of content (digital content, curation, preparation of content, updates)
- exhibition control (simple and convenient booting and shutdown, activation of target-group specific presets)
6. Realization and Testing
- project management
- coordination of different service providers
- roll-out and implementation
- training of staff and presenters
- practical testing
7. Opening ceremony and continual optimization
- internal and external communication regarding the opening event
- opening event with attendance of important business contacts, (local) political representatives etc. in order to attract media attention
- meaningful embedding of showroom into daily internal procedures and documentation
- integration into business communications, marketing and sales activities
- internal and external evaluation and subsequent adjustment
- assessment of performance/success and optimization
Timing and Schedule – How Long From Initial Idea to Its Realization?
The duration of a project largely depends on its scope and the available funds. To give you a rough outline: if you calculate with 6 to 12 months between your initial notion to get a showroom and its grand opening, you’re on the right track. However, a large and/or very elaborate showroom may take longer in implementation.
Concept as a success factor
The first step is always the hardest – especially when it comes to creative projects with many people involved and little certainty concerning the result. As long as only a few key points are known and agreed upon, a project like this holds a lot of imponderables and hence risks. We can say from experience that the reasonable thing to do always is to work out a solid concept first – in writing, with 3D visualizations, and internal multilateral approval. It’s best to develop this concept in cooperation with an experienced expert. Even if you decide on another service provider for the project’s realization phase, this way you’ll still have already created a solid groundwork and basis for decision-making to fall back on during the following process (e.g., for expedient selection of a suitable vendor).
This blog entry is an excerpt from our comprehensive whitepaper “Successful Planning and Realization of Corporate Showrooms – A guide from HOW to WOW”. If you would like to receive the whitepaper free of charge, please write an email with the subject “Whitepaper Showroom” to firstname.lastname@example.org.