OK, I know, resources are tight and they probably always will be.
That’s why responsible suppliers may ask themselves – what difference does it make whether or not I participate in ISA Automation Week? Aren’t all of these events pretty much the same? Aren’t I reaching this audience anyway, through other means? We have a website - do I even need to do any other kinds of marketing? Who will even notice if I’m not there this time?
I wouldn’t presume to know all of these answers for every supplier – but I do know this:
Automation and control buyers, specificers, and purchase influencers are the target segment of the manufacturing population that suppliers want to reach the most – and these aggressive, enthusiastic leaders are the ones who actively seek out the latest solutions, products, technologies, innovations, results, research, theories, systems, standards, training, associations, applications, examples – anything they can get their hands on to help them excel in their jobs and help their companies succeed. And that is the kind of qualified prospect you’ll find at ISA Automation Week.
We called several attendees who registered early for the conference and asked them to tell us what they wanted from the event – and every one of them said something like this: “to see new products and solutions – to find out what’s new in the marketplace – to solve an application issue – to see which suppliers can help with our upgrade – to talk to their experts”. All these are variations on a theme, illustrating that the Supplier Showcase and the supplier’s role as a knowledge resource is critical, and that working with suppliers is of primary importance to attendees.
So if you are not there – here’s who will notice:
Your competition.
Your competitor on the showcase floor will be in a position to supply these knowledge-thirsty end-users with everything they need. And once they have what they need, there is very little reason for them to seek out other suppliers who were not present within the learning environment they chose - ISA Automation Week, an unbiased open venue for exchange of information, relationship building, and the advancing the profession.
Sales are made one at a time to people who can make the purchasing decision. Contacts are made and relationships are readily built over three days of networking and information exchange at ISA Automation Week, setting the stage for profitable B2B relationships. To start the conversation with prospects who can benefit from your products or service the most, put your company where they are seeking knowledge and information - at ISA Automation Week.
A word of caution – If you are going to stand in your booth and wait for people to walk up and ask you “what you sell”, maybe ISA Automation Week isn’t for you. But if you want to actively engage with engineers, technicians, managers, executives, end-users, developers, and those who are in a position to throw business your way; if you want to network, meet and greet, break bread over lunch with potential clients, host customers at the Mardi Gras Reception, or utilize the many other ways to interact with these prime prospects; if your company wants to be viewed as a technical resource for end-users; if you are looking to grow sales, revenues and profit – then reserve space now. Then get started talking to attendees by opening a dialogue on the event online community!
So – let’s get started! Contact me to see what spaces are still available on the showcase floor – and we will start promoting YOU to thousands of end-users! See you in Mobile!
C-Shay Out.
Carol Schafer
cschafer@isa.org
