Reclaiming market share on the trade show floor

Article Abstract:

A description of how Cincinnati-based machine tool giant Milacron Inc regained lost market share through its trade show marketing strategy is provided. The $775 million firm, the second largest machine tool builder in the US, participates in about 10 major trade shows a year. Its packaging of new products for display in the trade show circuit is highly praised. Because of the strategy, Milacron has regained market share it lost in the 1980s to such aggressive Japanese rivals as Yamazaki Mazak Co and Mori Seiki Co.

Machine tool accessories, Industrial machinery and equipment, Marketing, Tool industry, Milacron Inc.

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Lighter materials, open spaces show the way

Article Abstract:

Suggestions on how to build a booth that is memorable yet affordable are discussed. The use of a more open, less-distracting floor plan, use of lightweight construction materials and skillfull integration of electonic presentation tools contribute to the creation of a buyer-friendly booth.Coordination should exist between the exhibit company designer and the sales and marketing people during the preparation of the booth to ensure a successful trade show.

Information technology, Exhibitions

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How HP Medical Products plots its show strategy

Article Abstract:

Medical Products Group, part of Hewlett-Packard Co. exhibits at more than 12 major trade shows, and the trade show department, headed by Bob Cosentino, also gives advice on preparations for displaying medical workstations and imaging systems to other divisions within the Medical Group. To prepare for a trade show the department must first analyse the show's registration, consider the type of audience and choose appropriate staff for the stand.

Conferences, meetings and seminars, Medical Products Group

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