IMTS Exhibitor Workshops Benefit Attendees
The International Manufacturing Technology Show (IMTS), which runs September 13-18, 2010, is important because manufacturing is important.
Peter Eelman opened the workshop by reviewing how AMT—The Association For Manufacturing Technology takes “branding” seriously. AMT is the organization sponsoring IMTS. Mr. Eelmann, AMT’s Vice President—Exhibitions & Communications, says that IMTS is branded as the chief event for “connecting global technology.” IMTS is promoted as a year-long resource as well as a trade show experience.
As Mr. Eelman pointed out with this slide, branding must present a coherent message. This image shows how IMTS is a cluster of interrelated events, activities, resources and programs that make IMTS a year-round experience.
This colorful hot air balloon makes appearances around the country. It creates awareness of the show and its distinctive logo.
Steve Miller, a marketing consultant working with AMT, elaborates on the theme of brand marketing. His remarks focused on the importance of a company’s ability to deliver a promised value in away that is differentiated from the competition. His advice applies to all companies seeking customers, whether they are exhibitors or attendees.
One of Steve Miller’s key slides shows moose, a dramatized way to make the point that acquiring customers is “like hunting a moose.” Successful hunters, he says, learn two things: 1. How to think like a moose, and 2. How to meet the moose’s expectations, not their own.
Creating a positive, memorable experience is the goal of a well-designed trade show booth, says Marlys Arnold, a consultant with Ethnometrics (experts in face-to-face marketing at trade shows). She also stressed that exhibits must clearly link product features to user benefits.
To encourage IMTS exhibitors to promote their show participation in creative ways, a contest is being held for videos posted on YouTube. Contestants must create a 60-second video to show why attendees should come to their booth at IMTS.
At IMTS 2010, watching costs has never been more urgent. Bob Riley, a show manager with GES (the exhibition services company handling IMTS) discussed thorough, on-time planning as the best strategy. Of course, the same applies to attendees who are signing up and making travel/housing plans for the show. The best way to do this is on-line at IMTS.com.
Doug Woods gave a presentation on AMT’s proposed Manufacturing Mandate, a detailed plan for a new partnership between industry and government to rebuild the U. S. manufacturing base. Mr. Woods is the president of AMT. The mandate is currently getting serious attention from Washington.
More than 3,000 trucks are needed to get the machines displayed at IMTS in and out of the exhibit halls. John Krisco, AMT’s director of exhibitions, explained how AMT has streamlined the process by studying the marshalling yards used by waiting trucks at McCormick Place. The resulting economies will help exhibitors concentrate more on making attendee experiences at IMTS more productive.
The International Manufacturing Technology Show (IMTS), which runs September 13-18, 2010, is important because manufacturing is important. It’s important to our economy, our standard of living and our culture. IMTS affirms all of this. At this moment, however, the show must also assert these facts energetically because the importance of manufacturing seems overlooked or misunderstood by society and government.
