Interview with an Exhibitor Robert Schiavone Mgr. of Advertising & Sales Promotion Precise Technology, Inc.

Transcription

1 Volume 1, Issue 3 Sept. 1st, 2004 INSIDE THIS ISSUE: Introducing New Products 3 Interview with an Exhibitor Robert Schiavone Mgr. of Advertising & Sales Promotion Precise Technology, Inc. Exhibitor Tips & Trends 4 Current Promotions 5 Designs of the Quarter 6 We Provide Our Clients With Custom Solutions For: tradeshow exhibits graphic design & production permanent & mobile exhibits & showrooms corporate history centers & lobbies show site services 7550 Tyler Blvd. Mentor, Ohio (800) info@therogersco.com 1). Why does Precise Technology exhibit at tradeshows? [Schiavone, Robert S.] Shows in general are a tough sell these days as companies cut costs and watch their pennies. Precise did not always participate in shows, at least not to the extent they are now. The plastics industry and the segment we serve, injection molding/mold manufacturing is unique in its marketing challenges. We build most of our sales through existing Fortune 500 companies. For example, some of our customers include large companies like: -The Procter & Gamble Co., -Colgate-Palmolive, -The Gillette Company, -Abbott Laboratories, -Dial Corporation, -Unilever, and -Kraft Foods. When you have a customer base like this, you try to build your brand within those existing customers, so tradeshows become insignificant. BUT, because we have gone through several acquisitions through the years and have become a 300 million dollar premier contract manufacturer, your brand now can become diluted. As your customer base is making internal changes with people in new positions and title changes, and we are making such large changes as we grow, it becomes very important to remind or let the industry know we are still players, strong players. Tradeshows are a great platform for this. Not only do we find some of the newer companies coming to see us at our booth, but we get the attention from the press which helps build a better PR strategy as well. All in all, as any company does, we participate in shows to help build image and ultimately, sales.

2 Page 2 Volume 1, Issue 3 2) Besides tradeshows, how else do you market your product and services? [Schiavone, Robert S.] PR and advertising along with our website. Any media vehicle that allows us to sell our services. 3) How do you decide which shows to exhibit at? [Schiavone, Robert S.] Because we serve the healthcare, Consumer Packaging, Personal Care and Food & Beverage markets, we look to find the shows that serve those customers best. I see companies participating in multiple shows, where I find that find one or no more than two large shows a year that are very market specific work the best. Therefore we currently participate in a medical show twice a year, one on the east coast and one on the west, and we also participate in a large packaging show once a year. 4) How do you measure return on investment for your shows? [Schiavone, Robert S.] The amount of quality leads. Especially leads that turn into sales. 5) What is the most important element to your exhibit Location in the show, Signage, Graphics or Product Display? [Schiavone, Robert S.] A combination of graphics and booth placement. 6) If you could change anything about exhibiting at tradeshows what would you change? [Schiavone, Robert S.] Nothing really, I love them! 7) What do you look for from your exhibit house? [Schiavone, Robert S.] I look for competence in offering a complete package that includes everything from logistics to design. 8) What do you look for from your exhibit house Account Executive? [Schiavone, Robert S.] An AE like Gina Roberson from The Rogers Company becomes a very valuable asset because you need someone who you can count on, not find excuses, and listens to your needs. When you wear multiple hats like I do for Precise, you need someone who can handle the details of a tradeshow as you would yourself. In a nutshell, it has to be someone you can trust. 9) Briefly describe a problem you encountered at a show - how did your exhibit company handle the problem and provide a solution? [Schiavone, Robert S.] I am sorry, but this question makes me laugh. There are ALWAYS some problems, you HAVE to expect them. A lead scan system doesn't work, booth properties missing, graphics that may be damaged or falling. That is why you need a trade show management group like Rogers who are always a phone call away and no matter what state or country you are in, they will remotely make sure you get the best possible service. 10) Briefly describe the best experience you've had at a show; what made that particular show stand out in your mind as a particularly successful event? [Schiavone, Robert S.] The last show in New York in June., the MDM East show. We had a premiere location, all new graphics and it really made a statement about our company, where we were going and what we have become. 11) What do you see as the biggest challenge when planning for a tradeshow? [Schiavone, Robert S.] Getting the sales force as excited as I am about the show. I believe in a strong lead management system where we gather leads directly to a lap top as well. These leads have a cost associated to them paid for by Precise. I make sure the staff is aware of that cost and takes responsibility in providing as much information about that lead as possible, how to designate a lead into an A B or C lead and that they follow up with that lead. Scheduling staff also to man the booth only a couple hours at a time, and teaching basic rules of how to work a booth. In all industries where there is a sales force, there is a lack of understanding that selling at tradeshows is a whole different beast. I try to implement and explain what those differences are and enforce them as much as possible. 12) What has been a constant or key benefit for Precise Technology because of your exhibiting at tradeshows? [Schiavone, Robert S.] Brand building. 13) Do you have a follow-up post-show plan for each show that you exhibit in? [Schiavone, Robert S.] In our case, it s a matter of following up with the A & B leads and taking the next steps of offering plant tours and discussing current projects. 14) How often do you revise your exhibit's look or message and why? [Schiavone, Robert S.] We just revised our booth and I believe there is no reason to make any changes unless we go another direction with our marketing efforts as reflected by any changes to the overall company.

3 Page 3 Volume 1, Issue 3 N EW PRODUCT UPDATE Rogers & Nimlok - Bringing you New Lightweight Custom Solutions Modular Solutions Custom design doesn t have to be limited to large exhibits. Nimlok systems are ideal for any size exhibit when you want to stand out at the show. Nimlok systems offer significant advantages: Ability to Reconfigure Exhibits can be designed so that components can be used in multiple configurations. A 20 x 20 exhibit for a national show can easily be reconfigured into a 10 x 20 or 10 x 10 for local shows. Huge Variety of Finishes With hundreds of finishes available you never need to look like any other exhibitor. Construction Options Lightweight truss and aluminum components add structure while cutting the cost and weight of heavier construction. This reduces shipping, drayage and storage costs. You re Invited to stop by The Rogers Company 5-Star Nimlok Showroom

4 Page 4 Volume 1, Issue 3 A RE YOU STRIKING OUT WHEN IT COMES TO TRADESHOW BUDGETING? H IT A HOMERUN NEXT TIME BY KEEPING T ODAY S PRICES IN MIND. Industry Averages ( Rogers Prices May be Lower ) Drayage Rates : Drayage/CWT (Advanced Warehouse Shipping): Around $60.00 Drayage/CWT (Direct Shipping, Crated): Around $57.00 Drayage/CWT (Direct Shipping, Uncrated & loose shipments): $ Exhibit Storage Costs Cubic Foot Per Month: Ranges from $ $0.20 Installation Estimates: 10x10 pop-up - 1 person / 2 hrs. 10x10 with Custom Components & Header - 2 people / 4 hrs. 10x20 pop-up - 1 person / 2-4 hrs. 10x20 Custom or System (many parts) people / 6-12 hrs. Floor Space Costs Per Square Foot: From $ $35.00 Portable Exhibits: - Size- -Purchase Cost (per square foot)- 10x10 $32.00 $ x20 $32.00 $ x20 $30.00 $ x30 $30.00 $ x50 $30.00 $85.00 Custom Exhibit Costs: Island Exhibits Around $ per Square Foot Inline Exhibits Around $ per Square Foot A Great Price - Under $100.00/Sq.Ft.

5 Page 5 Volume 1, Issue 3 C URRENT PROMOTIONS ROGERS DOLLARS P RINT AND USE EXHIBIT CURRENCY Rogers Dollars are just another way The Rogers Company helps reduce exhibit and tradeshow costs. Simply Print your Rogers Dollars below and either call us to schedule an appointment with one of our expert Account Executives or bring it with you when you stop by our office for a tour of our facility and showroom. $ will be applied toward your purchase of $ or more of any new exhibit(s), exhibit component(s) or new graphic(s). Call and make an appointment today with a Rogers Account Executive at This note is not legal tender, it s sole purpose is a coupon redeemable only at The Rogers Company. Rogers Dollars are good toward the purchase of any new exhibit, new exhibit components, or new graphics, and must be validated by a Rogers Account Executive s signature Tyler Blvd. Mentor, Ohio (800) info@therogersco.com

6 Exhibit Design, Pre-Show Mailers and Graphic Design directions for Kumho Tire. July/2004 Exhibit Design - Polychem Reception Counter