10 minute read
What’s Your Plan B?
HOW THE INDUSTRY IS PL ANNING AROUND RECENT SHOW CANCELL ATIONS
The effort to slow the spread of COVID-19 has temporarily halted face-to-face meetings and industry tradeshows, as countries and states have banned gatherings and organizations have put travel on hold. But as disruptive as these measures have been, resulting in countless conventions and other events having to be cancelled, postponed or moved to virtual-only, many business owners are still finding unique ways to bring their products and services to the market.
In an industry where tradeshows are key to marketing, companies are being forced to think outside the box when it comes to interpersonal communication and connecting with the industry. Rather than place their product offerings on hold altogether, they’re charging ahead, utilizing online resources, different forms of advertising and even more traditional communication methods to get their message across. “We had planned to launch several new products at IWF this year. The advantage is being able to physically show our products directly to our target market and place our messaging directly in front of them,” said Yvonne Peters, marketing manager for Elias Woodwork. “But I think launching new products across two countries requires a more diverse marketing strategy than just tradeshows. We utilize a blend strategy between online and print marketing mediums aimed at our target audience.
“Print marketing includes trade magazine ads, advertorials and articles. This directly translates to online marketing as well through the various trade website articles, banner ads and email messaging,” said Peters, who also discussed the company’s own email campaign to subscribers and customers. “Various social media is also strategically utilized to promote new products. I find one of the most effective messages in these mediums includes videos. Messages that are short, impactive and informative tend to gain the most attention from our target audience.”
“It seems marketing is continually evolving with mediums and audience behavior, especially online marketing. We do our best to be as effective as possible and pay close attention to content, messaging, placement and a good understanding of your audience,” she added.
Dean Bradshaw, marketing director for FGV, touched on the importance of advertising in trade publishing as well as email campaigns. “In the interim, we are beginning to focus on print and online advertising through trade magazines to introduce our company as well as our newest products,” he said.
Some companies, such as Cooper Industries, have shifted their product offerings and created online stores for their customers.
Being that FGV America is a newly established company in the U.S. market, their main focus right now is getting their name out to the market. “Print and digital advertising in various industry trade publications is a great way to reach customers in a time such as this when travel and face-to-face meeting is limited or even non-existent,” he added. “In addition, we’re utilizing email marketing campaigns to introduce customers to our latest products and news, which provides the advantage of being able to track viewership and response from customers,” said Bradshaw.
Like Peters, several companies are finding that video and multi-media is vital now more than ever. Product demos, training videos and face-to-face Zoom meetings are not just an option anymore.
“We would have been excitedly promoting Crows Nest Software, the woodworking industry’s highly respected Project Management Enterprise Resource and Planning (ERP solution),” said Norm Fink, consultant for Crows Nest Software. “Due to the cancellation of IWF, we are reaching
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Hafele developed a full campaign to ensure their customers see and experience what they had planned for them at IWF Atlanta 2020.
out to our customers to maintain contact and communication, while also enhancing our support assets resulting in enhanced on-demand learning and assistance opportunities. In addition, informational videos have been created.”
Some companies have to be a little more creative than others. “How do you make a video showing how we cure paint? Have you ever watched paint dry?” joked Matthias Hilger, director of sales for GFC. Still, Hilger sees the financial aspect of shows being cancelled as it leaves funds available for other things like “advertising in industryrelated magazines, Mailchimp contact with past visitors, customers and friends, and it is forcing us to finally make a video of our product, which has been pushed out for over a year due to time constraints.”
Cooper Industries shifted their product offerings and created an online store for their customers. “Since we are a panel processor and custom manufacturer of components and assemblies, at IWF we had planned to showcase samples of the variety of products we can create, including casework, OEM components, wall panels, tabletops, etc., from a variety of materials. “Due to COVID-19, both our marketing strategies and product offerings have shifted,” said Rachel Brumenschenkel, marketing specialist for Cooper Enterprises. “While still servicing the woodworking industry, we have also been focusing on creating safety products. We’ve been promoting them to new markets and have created an online store.”
Meanwhile, Hafele is going full-speed ahead, making sure their customers experience everything they had to offer this year. We’ve developed a three-part approach to ensure our customers see and experience all we had planned for them at IWF Atlanta 2020,” said Scott Kaminski, marketing communications & PR manager for Hafele.
“First, we’re developing an virtual, self-guided tour of our booth space—with software very similar to what you might find on Google Street View—which will feature tags on new and unique products they may to learn more about.
“Second, we’re putting together pre-recorded tours of both the vignette sections of
our booth such as the kitchen and closet and then demonstrations of things like our all-new CC 8/5/30 Claw Connector which will live on our website.”
The company is also releasing a full schedule of livestreaming tours August 25-27 on its Facebook and Instagram channels where they’ll offer in-person, in-depth tours of areas of the company’s IWF booth.
Staying up-to-date on certain types of technology is vital to stay connected, but Mike Vandenberg, marketing director of Daubert Chemical, stressed the importance of using both new and old techniques when it comes to communicating with customers.
“How do we promote now? A combination of new and old,” he said. “We need to be communicating with our customers as typically we cannot be there. They don’t allow visits and we don’t accept invitations unless there is a clear discussion and understanding of safety practices. Old is phone calls. People want to talk.”
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“More recent is e-mail which allows the paper trail and intermittent yet ongoing communication when people are available. Then there’s the new. Video calls. We are encouraging our sales team to offer video chats with single individuals and large groups. Maybe there is more time now to look deeper into projects or solutions so let’s get those appropriate folks, ours and theirs, on a call from their desk, share a screen and see people talking. Not sure if this is promotion as we are know it, but the “face to face” is meaningful,” he added.
Cefla had to postpone their internal open house, CeflaLive, where the company was planning to showcase its Ubiquo Teleservice Kit. Instead they’re focusing on its online presence. “We’re pivoting towards more online activities such as an increase in social media communications, video projects, and livestream testing for finishing projects,” said Kristen Riggs, marketing communications specialist for Cefla.
“Although our customer base observed an initial lull in activity, we believe the industry as a whole has been finding ways to make the most of this idle time, such as organizing their shops, implementing scheduled maintenance on existing equipment, and taking time to think through productivity improvements— including the purchase of new equipment,” she added.
While most events have been cancelled and postponed, Woodworking Fair Midwest was still scheduled to take place in Borden, IN., August 26-28.
The event was focused on the secondary woodworking market. Equipment suppliers to this market showcased their products and services. On display were products for wood finishing, plan
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Still, it’s not your typical tradeshow. Event organizers are adhering to federal Indiana and CDC regulations. Before entering, attendees were required to have their temperatures taken and were asked questions regarding their overall health.
In addition, hand sanitizer dispensers were in each booth and masks were mandatory as required by government regulations.
For months now, the industry has wondered when we can return to normal, this includes tradeshows and meetings we’ve attended in the past—the way we’ve attended them in the past.
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