Mr. Books & Mrs. Paper will launch at Paperworld 2018 from 27 – 30 January 2018 in Hall 5.1 (Stand E11) of the MesseFrankfurt show ground, presenting a variety of ideas and tips for attractive book merchandising.
Under the motto ́It’s all about stories`, visitors will find several themed presentations illustrating how different combinations of books and non-book articles can tell stories and, therefore, be not only eye-catchers but also driving forces for sales.
The wide range of paper, stationary and gift articles presented every year by the around 1,500
exhibitors of Paperworld in Frankfurt am Main play an important role in assortment composition for the book trade. The Mr. Books & Mrs. Paper special show generates practical impulses for the bricks and mortar trade.
The concept of the special show is oriented towards the current range of books and topical themes. Decisive are product harmony and a persuasive overall concept that tells a story. “The
special show is a source of useful impulses for book sellers and paper, office supplies and stationery retailers because new sales channels arise from linking these two spheres. Moreover, it illustrates how the storytelling trend can be presented in the trade so that fascinating stories
can be told with a minimum of effort”, says Paperworld Director Michael Reichhold.
In 2018, the special show will be held under the motto `It ́s all about stories`, which goes perfectly with the book trade. “Anyone who sells books is in a good position because the core product is a constant source of new stories. The art begins where the offer is brought to life without many words but with the focus on the product”, explains special show curator Angelika Niestrath.
Mr. Books & Mrs. Paper presents a variety of in-shop situations with table and wall presentations for the book trade, showing how they can be implemented without difficulty at the point of sale. The special show strengthens the bricks and mortar trade with respect to the digital trade by emotionalising the product, offering a haptic experience and appealing to the customer by telling a story. To this end, Angelika Niestrath uses different approaches: either by telling stories relating to the book`s plot or uniting non-book articles and books in such a way that they reflect the overall concept, e.g., by combining biographies with letter paper and high quality writing utensils.
For example, if the spotlight is on an artist, his or her studio workplace can be shown to indicate a personal link between the artist, the retailers and the customer. Angelika will give two guided tours a day of Mr. Books & Mrs. Paper in Hall 5.1 for the first three days of the
fair at 11.30 and 14.00 hrs. On the last day, there will be one tour at 11.30 hrs. Additionally, visitors will be given a guide to all exhibitors whose products have been included in the special show. And, with a little luck, they can win one of the theme d presentations with all books and non-book products for their shop. It will also be possible to take part in the draw at
the special show area in Hall 5 (Stand E11).
