Trade shows - Feature Sample

M A R C H 2 0 2 4 | W W W. W I R E N E T. O R G

Trade shows

Their essential industry role

To exhibits

Wire Expo Prequel … also including • wire Düsseldorf update • wire Mexico wrapup ... and a historical twist

O F F I C I A L P U B L I C AT I O N O F T H E W I R E A S S O C I AT I O N I N T E R N AT I O N A L

EVENT WRAP-UP

wire Mexico debuts

The premiere of wire Mexico—a new satellite event of Messe Düsseldorf’s wire, Tube & Flow Technologies trade fair portfolio—held its official launch as part of the established Mexican trade fair Expo Manufactura at the CINTERMEX Centro Internacional de Negocios in Monterrey.

A press release from the organizer, Messe Düsseldorf, said that the three-day event that took place Jan. 30 – Feb. 1 had a solid base. A total of 51 exhibitors from 12 countries took part in the debut of the Mexican trade fair for the wire and cable sector. Overall, 580 sq m of exhibits space were occupied. “A great result confirming our decision to establish wire Mexico in the growth market of Mexico,” said Daniel Ryfisch, Director wire, Tube & Flow Technologies at Messe Düsseldorf. wire Mexico 2024 was held as a new satellite event of Messe Düsseldorf’s wire, Tube & Flow Technologies trade fair portfolio. Expo Manufactura, the International Trade Fair for Manufacturing Technology, Automation and Robotics, has been held annually in Mexico since 1996 and is managed by the international organizer Informa Markets.

Exhibitors that were contacted for their thoughts on the experience were generally positive. “wire Mexico was interesting for us because it was the first time there was a wire part at the event, but also because it was the first time we were exhibiting in Mexico,” said Michaela Boockmann, marketing/sales manager for Germany’s Boockmann GmbH. She said that the contacts were good. “There seems to be a good market for sales and technical representations and agents of all sorts, as we had more contacts of that sort in Mexico than we ever had at other places like Bangkok or Sao Paulo. I guess there would not have been that many if there was no business for them.”

Boockmann said that her company would likely return as “Mexico is such a big country with huge industrial opportunities, and from our point of view the market is just about to reach the point where our products become interesting for wire and cable manufacturers, when the focus in requirements start shifting from volume to quality.”

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One U.S. exhibitor, Rob Fulop, president of Wire Lab, observed that he is not a fan of broad-based expositions, but that the Monterrey market has long been very productive for his company. The pavilion was organized by the Messe, which made a difference for exhibiting as there were people in charge that he knew very well. “I did have a handful of good conversations with current and prospective customers.

I was pleased with that. I will seriously consider exhibiting again but expect there will be some adjustments by MDNA moving forward which I will look forward to hearing about.”

Gauder Group After Sales Service Manager Alain Hawaux said that he would like to see Messe Düsseldorf further its communication work on the event and reserve more wire space.

“Wire Mexico proved to be a successful event, showcasing the strength of Mexico’s market,” said Rosendahl Nextrom Sales Manager Markus Gratzer. He said the show was well visited, the second of the three days being the best. “Overall, Wire Mexico was a positive experience for us that surpassed our anticipations. We will definitely take part in the next edition.

The Rosendahl Nextrom team at wire Mexico.

“I was in Mexico and it was well organized at a very nice exhibition center,” said Don Neville, managing director, RichardsApex Europe Ltd. “I believe it has good prospects for success.”

“From my point of view, it was a good show for a first attempt,” said Antonio Ayala, a consultant and former WAI president (2009) who has been very active in organizing the Association’s technical conferences in Mexico. He noted that most of the exhibitors he talked to were there out of curiosity, and that he felt that most would return. wire Mexico will next be held in Monterrey in 2025.

For information on visiting or exhibiting at wire Mexico 2025, contact Messe Düsseldorf North America; tel.

312-781-5180, info@mdna.com, and online at www.wire-mexico.com and www.mdna.com. n

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June 11–12, 2024 • Mohegan Sun Resort & Casino | Uncasville, CT

Wire Expo will be held June 11-12, 2024, at a familiar venue as the Mohegan Sun Resort and Casino in Uncasville, Connecticut, hosted Wire Expo 2016. This prequel presents a broad look at what will await attendees, and there is a lot to cover. This early view covers the framework of the full program. Below are some of the elements. The April preview will present the full picture.

To access the most up-to-date updates to the schedule, go to www.wirexpo24.com.

Words of Wisdom

• Part 1: The Fundamentals. The fundamentals always matter, and WAI’s iconic Fundamentals of Wire Manufacturing will see a slate of industry specialists share their expertise in this one-day course.

• Part 2: The Mordica Lecture. Encore Wire’s William T. Bigbee is most deserving of this award. A former WAI President, his name is on dozens of patents that helped fuel Encore’s success.

• Part 3: Industry speakers. Key officials from Encore Wire, Oden Technologies, Niehoff, SDI LaFarga COPPERWORKS, Southwire, Prysmian North America, 40Factory and others will collectively address topics from technology to industry trends. A total of 18 sessions are scheduled to be held over the two days.

• Part 4: Keynote speakers. On Tuesday, Insteel President & CEO H. Woltz III, with 45 years of industry experience, will share his thoughts with attendees.

On Wednesday, Prysmian North America COO Paul Furtado will speak about the path to manufacturing excellence.

• Part 5: Production Solutions. On Wednesday, this industry smarts/troubleshooting session located on the show floor will cover dies, lubricants and wire breaks.

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A floor of possibilities

It’s fitting that the March feature is on trade shows, as Wire Expo is more a technical conference with a show floor. That said, trade shows are where suppliers share their latest technical advances, solutions and services, and that is the goal of Wire Expo exhibitors. Event attendees who scroll through the list of 150+ exhibitors will find a wealth of resources to contact. This is an ideal place to find new potential suppliers, for discussions to be held and further meetings planned.

Networking and reconnecting

An increasingly electronic age has not diminished the value of meeting people in person. AI and VR cannot match the warmth of being able to mingle at the Welcome Reception, share a story or two with a friend, and maybe even competitor, to laugh, to catch up, and to recharge the human element that is part of industry.

Industry Awards

Recognition comes with achievements, and four individuals to be recognized during Wire Expo are most deserving: Mordica Memorial Award: William T. Bigbee, Encore Wire; Donnellan Memorial Award: Jan Sorige, Enkotec; the Champion award, H. Woltz III, Insteel; and the President’s Award: Raúl García of Viakable.

WAI tradition last held in 1948 will take place at Wire Expo

On Oct. 20, 1948, U.K. wiredrawers presented the Association with a grandfather clock at its Annual Convention in Pittsburgh, Pennsylvania. Since then, it has resided at WAI’s office, but this year it will be at Wire Expo for the annual clock winding ceremony. Much like an eclipse, you won’t want to miss this appearance.

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WIRE EXPO EVENT INTRODUCTION

Momentum surges with Wire Expo’s Connecticut return

WIRE DÜSSELDORF 2024

wire Düsseldorf update The opening of wire Düsseldorf 2024 is getting closer, and all systems seem to be in a strong go-mode for the presentation of the latest technology April 15-19 at the Fairgrounds. As of last count (2/27), the exhibitor count was 1,464 for the wire event and 1,134 for its sister tube event. Below are additional/updated booth listings. For the latest information, go to www.wire.de.

AIM USA Hall 11 A-09

AIM will present its new AFCe3Dx line: an updated compact 3D machine with updated technology at a very attractive price. A proven AIM model for more than 20 years, the AccuForm Compact, provides even more flexibility in wire forming capability, enabling double the production rates of the low-cost competition.

Standard features include DXF, LRA and XYZ import, animated bending simulation with collision detection, auto speed/load monitoring, touch screen monitors, Microsoft Windows®, a five HP wire payoff, “Dial-A-Service” for remote support

(Internet) and a maintenance module that reminds users of what needs to be done. Options include automatic bend setup with our AccuCal, easy production statistics with AccuTrack, 24/7 online AIM Academy training, MM communications for automatic programmer corrections, integration with robots, and STEP and IGES file import. aimmachines.com.

Alloy Wire International U.K. Hall 11 E-26 Alloy Wire International (AWI), a leading U.K. manufacturer of round, flat and profile wire, will display its 60-strong range of exotic alloys.

The company just sealed a $400,000 contract with a U.S. spring maker to supply it with high-strength nickel cobalt alloy wire. The DFARS-compliant material will be used for an aerospace application that requires heat and corrosion resistance. AWI was chosen for its world-class quality and the ability to process the order in just a matter of weeks. It is these two

qualities, along with a sector-leading 400 net tons of stockholding, that AWI will showcase in Germany, where it looks to increase its international sales even further. It will be represented by staff from the U.K. and agents from Germany, Italy and the USA. alloywire.com.

CONDAT France Hall 10 A-56

2024 marks a significant milestone as CONDAT is celebrating its 170th anniversary. The company has demonstrated its ability to adapt, innovate and reinvent itself over the decades, leveraging its extensive

PRODUCT SHOWCASE

Eurotek Srl Hall 11 G-22 Our newest entry is the ECMR420-MB! The largest head ever made

by Italy’s Eurotek, it is 1,200 mm in length, 700 mm in external diameter, weighs 2.5 tons and has a 420 mm maximum opening die. It is used for applying the final sheath on submarine transmission cables and high-voltage cables up to 400 Kv that are used in deep waters with floating wind generators. This innovative head can handle a wide range of polymers that allow produced cables to work at deeper depths. With 30+ years of experience, Eurotek offers extrusion heads that cover all uses. Visitors are welcome to view this extrusion head at its stand. eurotek-italy.it.

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F E AT U R E

Industry Trade Shows This feature presents the “big picture” of trade shows, including a Q&A with a trade publication for the field, observations from exhibitors, event organizers, industry associations and a review of a trade event held in 1851 that would make headlines if it was held today.

Why should a company want to exhibit at a trade show?

WJI posed the above question to Christian Chase, the owner and founder of Everything Tradeshows, a turn-key provider (everythingtradeshows.com) that handles trade show aspects from exhibit design/installation to show management, but also advises companies on events and pre-show marketing. Below, he shares his thoughts.

Traditionally, trade shows have been a trendy way of marketing. With advances in internet technology, social media, and other outlets such as video conferencing, Google hangouts and webinars, you may wonder whether trade shows are still essential. Yes, they can be pretty costly, and yes, almost always you will have competition.

And if you don’t do your homework and exhibit at an event that is not the right fit for your company, the results will definitely not be there. Yet trade shows offer both direct and indirect benefits that make the experience worthwhile.

Trade shows offer an important platform for marketing your goods and services and selling your products to customers. The funnel from the first time a customer visits your booth to when they actually purchase products becomes much shorter when you were able to have done the initial consultation right then and there. Whether or not a sale results from a trade show meeting, you should have been able to establish some good relationships. Never underestimate the long-term benefits of networking.

Most marketing tactics tend to take away more than they bring in. If you exhibit at the right trade show, it will have targeted a sector base that will draw attendees interested in your products. Customers are more likely to invest in a company that participated in a trade show that they were at.

Don’t fret about competitors. You go to a trade show knowing that they will be there, but you should be prepared to explain why your company is better suited, whether it’s having better products, quicker support or ability to

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partner. Share your strengths, your potential. At the same time, while there, you can check out your competitors. You could even develop a rapport with them. It’s not unknown to end up working with a competitor on a project.

How do you stand out at an event? You can wear matching Chase company attire. You can—and should!—host training sessions for your company’s products and services. Be seen as an industry resource. You can also go one step further and be an event sponsor, getting your name listed as supporting events and raffles. It is a plus to be seen as being active in an event beyond your booth. There is other value to be had, and that has to do with education. You usually can sit in on free seminars, and often hear from the best in the industry as to what they see happening, what they are doing and why, and possibly mistakes to avoid.

Finally, trade shows offer the best research environment.

They can be the perfect place for testing the ground for new processes, ideas, products and services. Ask attendees what they need. You may hear of possible directions you had not considered. There’s a lot more that can be said about trade shows, and it does take a commitment, but if you believe in what your company can do, that it has a story worth sharing, the right trade show is the place to be.

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F E AT U R E

Exhibitor perspectives on trade shows WJI: How many industry events could you exhibit at in a given year, and how does your company decide which ones to do?

ences per year would be optimum. Erik Macs, director of sales, Wire & Plastic Machinery.

Based on our diverse product line and global footprint, we could exhibit at up to 10 different shows a year if we chose to.

Each year, we pick three or four tradeshows that support the core product line of our business and exhibit at those. Drew Richards, CEO, RichardsApex.

We typically exhibit at anywhere between 10-15 tradeshows per year. Included in those shows are smaller regional table-tops, mid to larger national industry events and in-house shows that are held at our WAFIOS Midwest Technical Center. There are specific shows that are a must to exhibit at where you know you’re going to hit your target audience. The challenge is which ones of the lesser known to us are best to exhibit at, especially when we introduce machinery for a new market. In some cases, we’ll have one of our regional sales managers “walk the show” to get an idea as to whether or not it would be a good fit for us to invest in exhibiting at the following year.

Other times, we know we have equipment that is relevant to a certain market, and we go for it.

Davi A perfect example of this is when WAFIOS introduced a new CNC tube bending machine that has been specially developed for very small parts in applications such as semi-rigid coaxial cables for a variety of high frequency products. We identified the International Microwave Symposium (IMS) as a show that could introduce us to and gain exposure to this new market and we exhibited there in 2023. It was very successful for us, and we are scheduled to exhibit at the IMS this year as well.

Brian Davi, inside sales and marketing manager, WAFIOS Machinery Corp.

Richards

Because our primary business is specialty belting, we are involved with many industries across the industrial market.

Food, paper, packaging, agriculture, plastics to name just a few, all who have major tradeshows. We determine our exhibiting decisions based on the associations that run the shows and our access to our customer base. The ability to be seen is our key factor on where we spend our tradeshow budget. During Covid, when trade shows were shut down, it impacted our abilities to be involved with new projects.

Once we were back on the show floor, we saw a substantial increase in new projects and were able to reestablish relationships with our customers. Mark MacKimm, vice president sales and marketing, Rainbow Rubber & Plastics.

Wire Lab Company exhibits in one or two trade shows annually. As a long-time exhibitor, we follow the same process when evaluating exposition options. Regional business climate and market health. Show management.

Total show cost versus business potential as evaluated based on expected attendee draw. Rob Fulop, president, Wire Lab Company.

Our focus has traditionally been on the show in Düsseldorf every two years, as we feel that show attracts a wide global audience. We were scaling back on trade shows in general, but have reconsidered that position as we debut new products and have new stories to tell. We decide which shows to do based on cost, location, timing and expected reach. Tim Copp, vice president of business development, REELEX. Wire Düsseldorf and Interwire are the two biggest wire and cable shows that are our “go to” events and are held in opposite years and attract attendees from around the world.

IWCS (yearly) and Wire Expo (opposite year of Interwire) constitute our other “must attend” events. There is a myriad of worldwide regional and specialty shows that could be on our exhibition list. Attendance at these shows is based on economy and sector business activity. But to answer the immediate question, I would say that six shows/confer-

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LaserLinc strategically selects industry events based on factors such as relevance to our product offerings, Our most unexpected visit at a trade show: 1 of 3 In 2007, we met with a leading global provider of engineered products at a wire show that we had no connection to. They were having caterpuller belt processing problems in their subsea McKimm cable operation, and we discussed possible problems and solutions. We were invited to visit their manufacturing facility. We did, and we were able to resolve the belting problems and have remained the company’s exclusive supplier of belting ever since. Mark McKimm, vice president of sales and marketing, Rainbow Rubber & Plastics.

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Securing brilliant wire connections has never been simpler Smart solutions are often the simplest ones. Take Wire Expo for example. A conference and expo.

Two days to discuss steel or copper; wire or rod; new tech; high tech; products, supplies, equipment–and fasteners too–with industry luminaries.

Know that in this complex field, making connections doesn’t have to be. Join us where ideas evolve. They take hold. And they benefit you, your operation, and your team.

Convenient travel. Brilliantly uncomplicated. Stick with WAI, the industry staple.

Register now: www.wireexpo24.com

JUNE 11-12, 2024

official publication:

MOHEGAN SUN RESORT & CASINO | UNCASVILLE, CT