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EEIGLOBAL.COM
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POSSIBILITIES
TECHNIQUES FOR MARKETING
ADVANCED MANUFACTURING
BEYOND THE TRADE SHOW FLOOR
/CASE STUDY
ABB Robotics
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POSSIBILITIES
TECHNIQUES FOR MARKETING
ADVANCED MANUFACTURING BEYOND
THE TRADE SHOW FLOOR
ADVANCED MANUFACTURING COMPANIES HAVE BEEN may emerge from a trade show with thousands of leads, but their future
AMONG THE EARLIEST MARKETERS TO REALIzE THE contact with those prospects frequently is limited to generic e-mails,
LIMITS OF TRADE SHOWS IN AMERICA’S NEW ECONOMY. literature or track-based phone calls. None of these advance the ability to
Developers of robotics systems, new materials and modules for connect personally with leads or to identify individual “pain points” within
automotive applications, visual and computer technology, communi- the engineering units of organizations.
cations systems and other leading-edge devices are expanding their
marketing methods beyond conventional trade shows to focus the
customer’s brand experience.
Trade shows are essential for increasing the awareness of a brand and
for introducing products or new divisions and companies. The marketer’s
ability to connect directly to the customer’s needs, however, is restricted
by the nature of the trade show itself. Manufacturers are not likely to
display proprietary technology, because their competitors are right across
the aisle. Often the greatest interest in a trade show among engineers is
what was not exhibited because of concerns over exposing the technol-
ogy to those who might seek to counter it.
Furthermore, at a trade show, hundreds of companies may be com-
peting to attract the same customers. With constant distractions, trade
show visitors may spend very little time focusing on one manufacturer’s
offerings. The exhibitor likely will have only three or four minutes for a
presentation before prospects drift off to the next booth.
Finally, especially for those engaged in advanced manufacturing, a
trade show comes with physical limitations on what can be displayed.
Demonstrating a process at a trade show is difficult because of space
restrictions; yet, process is what frequently distinguishes one advanced
manufacturer from a competitor.
While trade shows seem to have become obligatory, rapidly evolving
advanced manufacturing technologies demand flexible, immediate mar-
keting strategies. Unfortunately, too many companies’ marketing efforts
Source: US Dept of Commerce
rest on the floor, allowing the door of the convention hall to mark the
ending point for their efforts to engage prospects personally. Marketers
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ADVANCED TECHNIQUES FOR ADVANCED MANUFACTURERS
Although trade shows continue to be very important for advanced
manufacturers, opportunities developed on the show floor can be
extended by exhibiting techniques that bring marketers together with
prospects, often one-to-one, for a longer time than the few minutes in
front of a trade-show exhibit.
Increasingly, the world of advanced manufacturing is finding benefits
in exhibits staged at remote locations: the prospect’s own facility, a local
gathering point in a community, or the manufacturer’s tech center. Three
types of remote exhibitions provide new possibilities for marketers:
• TECHNOLOGY REVIEWS—sometimes called “Tech Days”— in
which the manufacturer sets up exhibits inside the facility of the
customer or prospect.
• MOBILE TOURING ExHIBITS, in which a large truck or trailer
houses working versions of the manufacturer’s products or
systems, accompanied by hands-on displays and screens showing
Convenient and secure: Technology reviews are ideal to introduce proprietary or
demonstrations. specialized technology to a targeted audience, right inside their facility.
• CUSTOMER CENTERS, which are permanent installations where
customers can walk through the “story” of a company or product, Lower-level engineers who rarely would attend a trade show very
view demonstrations, engage in hands-on opportunities and see often are available at an onsite tech review. These professionals gener-
configurations that meet their specific needs. ally are influencers on a technology purchase, doing the homework and
determining which technology or products the company should pursue.
Each of these types of exhibitions offers advantages for the marketer They often are the ones most capable of comparing features and benefits
that can build relationships increase brand confidence and boost sales. of a technology among suppliers.
One of the most distinctive benefits of a tech review is that it allows
Technology Reviews the advanced manufacturer to target the exhibit content directly to
One of these exhibition types is the technology review at the pros- the customer’s needs, rather than having to appeal more broadly to
pect’s site. The tech review can be both opportunistic for the marketer thousands at a trade show. For example, automotive supplier Federal-
and exceptionally valuable for the customer. Mogul has used tech reviews to match the right components from its
In a tech review, the manufacturer brings its “show” directly to one very large array of products to the needs of specific engineers.
current or prospective customer organization, setting up inside the target The advanced manufacturer further benefits from the ability to brand
company’s building and feeling free to incorporate proprietary information the tech-review exhibit specifically for the customer, so the displays
and products. This on-site exhibition makes it “unavoidably convenient” for and graphics relate to how the technology fits into the customer’s own
the target audience—engineers, purchasing managers, C-suite executives product offering. The tech review enables the advanced manufacturer to
and others—to review and discuss the manufacturer’s technology. demonstrate its longstanding or prospective relationship to the customer
Advanced manufacturing technologies, which evolve and
improve at an incredibly rapid pace, demand flexible,
immediate marketing strategies to promote leading-edge
and proprietary products.
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Source: 2008 EventView
within the context of the customer’s graphical and physical brand and what they’ve experienced with trade shows,” said Hanover. “Tech reviews
through content shaped to the customer’s interests. At a trade show, the are optional for marketers. One day they’ll be requisite.”
exhibits all would have screamed the brand of the advanced manufac-
turer. The tech review allows the manufacturer to position its offerings GAINING THE MOST FROM TECH REVIEWS
within the customer’s brand environment—even within the customer’s Just as a trade show presence requires considerable advanced
own product. planning, development of a successful tech review involves a number of
In fact, the private tech show requires the advanced manufacturer steps. Consider the following checklist when planning a tech show:
to be specific in what it displays and demonstrates. The company is
imposing on the prospect’s space and schedule, so the show must be PRE-EVENT PLANNING:
worthwhile, solution-based and respectful of the host’s brand, or else a PROPOSE AND PROMOTE
valuable relationship can be damaged. • Select a customer/prospect representing high-value returns, ensuring
Visteon took advantage of this aspect of tech reviews when it con- that they have an active need for your product or service.
ducted a technology tour in Korea. The company incorporated Hyundai • Secure the date, time and location of the event. Establish ongoing
and Kia vehicles in its exhibit; and, in each instance, Visteon replaced communication with the customer’s event coordinator.
some of the automaker’s existing technology with its own to show the • Actively promote the event through all methods permitted by the
respective OEMs how Visteon systems would improve their vehicle. That customer, including:
specialization of the customer’s product would have been problematic at » E-mail
a traditional trade show with multiple OEM clients present. » Direct mail
With this kind of event, a company doing $40 million with an Asian » Web
automaker might grow that business to $60 million, simply because of » Postings inside the target facility or on its intranet
the tech-review outreach. It presents an opportunity to place a product » Executive champions
in front of the right people, which includes engineers, purchasing and
financing. It’s not uncommon for a chief engineer who never would have KNOW YOUR HOST
gone to a trade show in Las Vegas to engage the advanced manufac- • Perform an analysis of each host company’s strengths, weaknesses,
turer’s tech review staff for an hour and a half. opportunities and threats (SWOT) and learn as much as you can
Dan Hanover, general manager of Red 7 Media publications, noted that about their businesses.
tech reviews shorten the sales cycle. “Companies that stop waiting for • Be familiar with how your target prospects fit regionally, especially
customers to come to them and instead bring their brand experience to in cases of globally located businesses.
the customers can accelerate the sales cycle and push ROI well beyond • Be familiar with and practice culturally appropriate business
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“ Tech reviews are optional for marketers. One day they’ll be requisite.”
Dan Hanover, general manager of Red 7 Media publications
etiquette. Know what words, gestures or actions might offend an
audience so you are certain to avoid them.
DEVELOP PROSPECT-SPECIFIC INFORMATION
• Tailor your presentation of your products or services to each indi-
vidual prospect or customer to maximize its impact and the return
you receive.
• Surprise your audience with your understanding and knowledge,
and position your proprietary or advanced technologies in a way
that directly proposes a solution.
AT THE EVENT:
BE EFFICIENT
• You are a guest; act like one and respect the time and property
of your host.
• Secure the service of an experienced support staff to execute the The ABB Robotics “Robotics on the Move” trailer can accommodate various sized groups
event with minimal impact on your host’s facility and operations. and visit multiple sites daily.
• Be timely and accept requests and/or changes from your host with
proper attention.
• Make every attempt to leave the site in better condition than you Mobile MaRkeTing
found it. Mobile exhibits are another example of an experiential applica-
tion that engages a broad audience with specific technology. Instead
ENGAGE THE AUDIENCE of arranging exhibits in one customer’s building, a mobile strategy
• Train your staff in sales and presentation skills to help them places working versions of products, along with hands-on exhibits,
communicate better with prospects face to face. video screens, graphics and other elements, in a truck or trailer. The
• Maximize your time; determine exactly how you will engage the manufacturer’s exhibit company then takes the rig “on tour” to key
audience, rather than waiting for the audience to engage you. prospect markets or to the locations of individual prospects. Executives
and engineers are invited to see the advanced-manufacturing offerings
MEASURE THE RESULTS in person inside the vehicle.
• Create metrics that you can use to gauge the effectiveness of your ABB Robotics generated considerable interest among current and
exhibition and presentation. potential customers when it outfitted a 48-foot, double-expandable trailer
• Consider surveys to determine current knowledge and attitudes to house robots specific to the needs of the customer segment that it was
of customers. targeting. On a 25,000-mile U.S. tour, ABB’s “Robotics on the Move” exhibit
• Encourage the audience to register at the event through a sign-up generated millions of dollars in sales.
sheet or computer and to complete an exit survey. In some instances, a mobile tour may follow a tech review or a trade
show so that specific technology can be brought to the client site for
POST-EVENT ACTIVITIES: more detailed demonstrations. For instance, HP launched a business-to-
ExTEND THE CONTINUUM business mobile tour with a vehicle that housed just the company’s large-
• Remember that the event itself is a mere milestone on the overall format printers. The company used the mobile exhibit to follow up on leads
timeline of a successful relationship with a customer or prospect. from trade shows for those interested only in this specific print technology.
• Follow up with all audience members and establish a means for
ongoing communications.
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CASE STUDY/ ABB ROBOTICS’ ‘ROBOTICS ON THE
MOVE’ ROLLS UP $16 MILLION IN BOOKINGS
ABB Robotics is a leading global supplier of industrial robots and custom interior. Key features of the ROTM trailer included two fully opera-
robot-based automation solutions, developing systems for fortune 500 tional robot cells, a cutaway robot display, a flexible presentation space
companies including Ford, BMW, Gillette and Apple. When the company that served as an interactive theater for small audiences, a classroom set-
sought to grow its customer base through a face-to-face marketing ting for training of larger groups, eight large LCD monitors that supported
campaign, ABB enlisted EEI Global to create a both the cells and general ABB messaging, four
mobile solution that would introduce its robotics robot ‘family’ kiosks that highlighted ABB product
/KEY FEATURES OF THE
technology across North America. range capabilities and an ABB-branded awning that
Due to the size, weight, electrical and utility
ROTM TRAILER:
covered hospitality service and overflow for larger
• Custom robot cell cut-away display
requirements of robotics, ABB had confined prior audience groups.
• Fully-functioning robot cells
event marketing efforts to the tradeshow floor. In less than nine months, the ROTM program
• Flexible presentation space/
Tradeshows also proved to be only moderately traveled more than 25,000 miles to 25 events
interactive theater
effective endeavors, as the very business decision throughout North America. Hosting audiences that
• ABB robot ‘family’ kiosks
makers to whom ABB most wanted to sell rarely ranged from 50 visitors to crowds of more than
• Comprehensive multimedia
attended robotic trade show events. So EEI Global package throughout 1,000 people per day, most event stops consisted
set out to develop a working robot cell for demon- of two show days with total attendance averaging
stration in a mobile vehicle. 500 guests.
The result was the ABB “Robotics on the During this schedule, ABB sold $1.2 million of
Move” (ROTM) campaign, which efficiently packaged and communicated product and booked another $15.1 million of future business. The program
ABB’s advantages to its target customers. EEI Global designed and has been expanded, and its success evident in the requests for its appear-
engineered a 48-foot, double-expandable mobile trailer outfitted with a ance by both ABB field representatives, key partners and new customers.
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“While companies are not necessarily reducing their budgets
for tradeshow marketing, they are more often expanding their
programs to include mobile marketing.”
MaryBeth Gieser, president of the Exhibit Designers and Producers Association
“While companies are not necessarily reducing their budgets for cusToMeR cenTeRs
tradeshow marketing, they are more often expanding their programs to A third type of remote exhibit is the corporate customer center. An
include mobile marketing,” said MaryBeth Gieser, president of the Exhibit extension of the traditional “showroom” concept, the customer center
Designers and Producers Association. “Many companies are diversify- typically is a high-tech, high-visibility area in the advanced manufac-
ing their marketing efforts between experiential events, venue-driven turer’s headquarters or technology center. These permanent installations
programs, and mobile marketing, improving the opportunities to reach a are designed to tell the story of the company and/or its products through
greater number of qualified prospects.” interactive screens, hands-on exhibits, graphics and specialized environ-
By incorporating tech reviews and mobile events in their marketing ments. Often, images on the video displays can be configured to welcome
structure, bringing products to prospects instead of prospects to prod- a particular guest or to project the guest’s company brand.
ucts, advanced manufacturers can significantly heighten their custom- Any company with a diverse set of offerings will find a customer
ers’ interest and purchases. center to be a valuable venue for providing an overview of corporate
capabilities and consistent messaging. In fact, the center typically serves
MILESTONES FOR THE MOBILE MARKETER as the core resource for messaging that is rolled out to trade shows and
When developing plans for a mobile exhibit, keep the following key external private exhibitions. Increasingly, companies are using elements
points in mind: of the customer center, such as the video created initially for their perma-
• Focus your mobile exhibit on those products that your audience nent installation, in displays at trade shows and in media relations efforts,
most wants to view or try out. However large your truck, your space maximizing their investment in these productions.
is likely to be more limited than on a trade-show floor. In 2008, Alcoa opened its new Innovation Center Showroom at its
• Ensure that the vehicle in which you build out your exhibits is large research-and-development facility in Pennsylvania. The 10,000-square-
enough to hold all the products you want to display comfortably, foot installation showcases Alcoa’s value propositions in four separated
including ample room for visitors to walk and gather. areas, each focusing on a different theme: product, process, future vision
• The graphics and signage on the vehicle are important parts of and sustainability. Each themed area is topped by a 30-foot-diamater
your marketing message—they’re your over-the-road billboard, so graphic header and centers on a 40” video screen, where correspond-
consider carefully how you want to dress out the truck. ing messaging is communicated visually. Other kiosks demonstrate
• Pay attention to logistical details that could stymie your tour if products and processes from the various Alcoa divisions, ranging from
they are not considered in the planning stage:
» Arrange well in advance for the locations where you will park the
vehicle for exhibit. While often it will be in the lot of a customer Instead of arranging
or prospect, many times it may be at a central location or confer-
ence that will attract professionals from a number of companies. exhibits in one customer’s
» If any portion of your mobile exhibit requires power from external
sources, ensure that proper electrical supplies and connections building, a mobile marketing
are available at each location in advance of launching the tour.
» Travel with an emergency supply of fuel to power the vehicle
strategy entails the
and exhibits, in case filling stations are not readily available at
critical times.
installation of working
» Ensure that you comply with applicable union regulations in relation versions of products in a
to driving, parking and setting up the truck on site.
» When scheduling stops, remember that you may be traveling truck or other large vehicle.
between time zones, so calculate arrival and show times carefully.
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automotive, aerospace and defense to fasteners and packaging. At the
end of the walkthrough, guests come upon a 65” touch screen where an
Alcoa executive can show more in-depth videos regarding any of the 15
business units in the way that conventional marketers might pull up an
applicable case study.
“We bring customers and prospects through our Innovation Center
Showroom every day,” said Alcoa Communications Manager Judy
Chestnutt. “It has become a primary tool for communicating our messag-
ing to many different audiences, saving us time and costs while elevating
the impact of our communication process.”
CUSTOMER CENTER CONSIDERATIONS
To be effective, development of a customer center should incorporate a Customer centers represent the ultimate one-to-one engagement environment where
number of best practices: technology and brand can be presented in a private and controlled space.
1. Plan for your customer center during the design phase of the new
facility in which it will be installed. Often these installations require without worrying about wear and tear. Purchase commercial- or
special accommodations, such as backup power supplies, low-noise professional-grade equipment and consider a maintenance contract
HVAC systems and the ability to keep the equipment cool. These types with a contractor, exhibit firm or A/V company to cover the ongoing
of factors should be considered in the construction plans. work that a customer center requires. Centers may need maintenance
2. Make your customer-center space flexible so it can adapt to a weekly and A/V maintenance every month. They are “living” installa-
diverse group of users. Often presentations will need to be custom- tions that demand regular care and feeding.
ized, so build in the flexibility to address particular customer needs in 8. Designate a single point person who will be the steward or arbiter
product displays, screens or a presentation space. Frequently these of your brand in the construction and customizing of your center. This
display areas are used for hospitality events, product announcements manager will work to gather needed information from the various
or even tech reviews right in the customer-center space. So think corporate units and to ensure the messaging remains consistent from
about all of your center’s potential applications before it is designed. spot to spot in the center.
3. Realize that you may be moving large objects in and out of
the center as product lines change or as customization is required. CONCLUSION
Consider building the space close to a loading dock or door and In today’s economic climate, advanced manufacturers must use all the
providing ready access for contractors and suppliers. Also think marketing techniques available to them if they expect to gain the attention
about using adjacent space that may be appropriate for serving food, of and make an impact on decision makers. Moreover, the new economy,
entertaining or staging products. with niche markets, rapidly shifting consumer preferences and increasing
4. Consider building your customer center next to conference rooms global competition, requires new methods to maintain relationships with
where post-tour meetings can be held and receptions can be hosted. valuable prospects.
5. Create a script for presenters to follow. It doesn’t need to be a This is the time for advanced manufacturers to advance beyond
verbatim text, but it should provide bullet points that touch on the conventional trade-show thinking to literally move out of the convention-
salient aspects of each display and area. If the usual company tour center box. The possibilities for enhanced ROI, extended impact of precious
guide is not available, other executives can lead a guest through the resources, deeper client satisfaction and new-business success are enor-
center and be sure they don’t overlook key information. mous when the marketer leaves the floor and takes the company’s mes-
6. Incorporate “white spaces” in the tour where people have the sage to remote locations. Trade-show leads should be leading advanced
chance to walk a few steps and talk about what they are seeing. manufacturers to new avenues, where engineers, purchasing managers
Dialogue and transition time will allow visitors to more fully absorb and top-level executives can spend appropriate time with the marketer’s
the information. message and products.
7. Look at new technologies. DVDs and players wear out surprisingly Today, all the world is your stage. Using technology and a strategy
quickly when they run all day long. Some companies spend thousands focused on private exhibitions can keep your audience applauding and
of dollars in each display area to burn new discs and replace players. requesting encore performances.
But a video server—a computer on which all the video segments are
END
stored—can be signaled to deliver media content instantaneously
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