Targeted machine tools trade show marketing yields the best return on the investment of time and money spent on the event. Your primary goal for exhibiting at a trade show is to sell your products or services. Secondary goals may include networking with other professionals in your industry and learning what your competition is doing. A clear understanding of what group or groups you want to sell your product or service to paves the way for your targeted machine tool trade show marketing.

Machine tools trade show traffic includes representatives from the machining industry such as tool and dye suppliers; machine, tool and die manufacturers; makers of heating, cooling and fixing agents; forge manufacturers; makes of solvents and lubricants; end product fabricators; computer hardware and CAD/CAM software; and regulatory agency representatives who inspect and certify products and manufacturing facilities for regulatory compliance.

1. Bring in experienced professionals to develop and implement your machine tools tradeshow marketing plan.

2. Attract the most machine tools trade show traffic with targeted machine tools tradeshow marketing.

3. Invest in machine tools tradeshows promotions and giveaways.

Action Steps
The best contacts and resources to help you get it done

Team up with an experienced public relations firm to handle the machine tools trade show marketing

Put your money to its best use and let marketing experts guide your marketing plan. Let their creative teams construct a plan to help your company stand out among your peers and rise above the competition at the trade show.

I recommend: Bianchi Public Relations plans, assists and guides industrial and manufacturing organizations through the steps of developing a winning trade show marketing plan. L.C. Williams and Associates provides trade show marketing strategies and services to both big and small manufacturing organizations.

Target your machine tools trade show marketing

Find the shows that yield the most machine tools trade show sales for the highest return on your machine tools trade shows advertising investment by focusing on trade shows that attract a large segment of your target audience. Advertise in well-known industry magazines to get your name out there and to let potential clients know when you'll be at specific trade shows.

I recommend: Plan to exhibit at the International Manufacturing Technology Show, the premiere, bi-annual international machine tools industry trade show featuring manufacturers, distributors and designers from every corner of the international machining industry. Advertise in the metalworking authority, American Machinist, for marketing visibility, industry developments and for information about upcoming trade shows.

Include machine tools trade shows promotions and giveaways in your marketing strategy

Use machine tools tradeshow giveaways and machine tools tradeshow promotions as part of your marketing strategy to keep your name in front of your target audience long after the show is over.

I recommend: Give away tickets to American Machinist's Machine Shop Workshop, an annual event that provides seminars about every aspect of owning and operating a business in the manufacturing industry. Pinnacle Promotions supplies everything from small and inexpensive bulk machine tools trade show promotions to full-sized booth displays. Pinnacle's range of machine tools tradeshow giveaways and promotional items are geared toward driving traffic to your booth.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Make sure you research your trade show venue thoroughly before you finalize your choice of machine tools trade show promotions, a booth and booth accessories. Most venues have a maximum booth size you must comply with, and some venues, such as the Las Vegas Convention Center, have strict booth lighting restrictions. Know the permissible exhibition parameters of your venue before you waste time and money on exhibits that aren't allowed on the floor.