Users benefit with vendors' technology road shows

Staff -- Control Engineering, 9/1/2006

Taking a program to the customer is way to reach contacts who don't have time for traditional tradeshows. ABB, Invensys, and Wago have all launched programs to deliver technology presentations to the customer, offering demonstrations to new audiences.

ABB and Wago have put their display on wheels, driving directly to the customers. Both report enthusiastic responses, greater than expectations.

“I'd read about ABB road shows that stop in regional markets across the country, but then it started to make more sense to bring a demo trailer here and go right to the customer sites,” says Bill Griffith, sales manager for ABB distributor, KOM Lamb. “The turnout at every location exceeded our targets and hopes.” ABB district manager Carl Tuch believes customers appreciate the convenience of being right there. He says, it's “up close and personal,” on customer turf, and “it makes it very easy for them to get a lot of information quickly and then get back to their own work.”

Dean Norton, Wago marketing manager, accompanied their display truck on its first trip. “Customers usually only see our products one application at a time,” says Norton. “When they come in the van, they see us on a grand scale, and everything clicks. They realize how it all goes together and the light bulb goes on.” Moreover, people who don't normally talk to representatives see the display. “We get to talk to the shop-floor people, the ones who have to implement the product,” Norton added

While the Invensys program doesn't drive around, they will be taking the InFusion global road show, literally, around the world. Invensys, in conjunction with Microsoft, SAP, Apprion and other technology partners, will present half-day seminars in 25 cities throughout Asia Pacific, Latin America, North America, Europe and Middle East. The program will focus on customer case studies and InFusion solutions for the power, specialty chemical, pharmaceutical, oil & gas, and hydrocarbon processing industries. The tour will run through the balance of 2006 and into early 2007.

The programs respond to customers who don't have the time or opportunity to visit tradeshows due to increased work loads and declining travel options. Additionally, combining national sales presence with local representation can support strong relationships between customers and individual sales reps.

For links to articles about road shows from Honeywell and Siemens, read this online at www.controleng.com/archive, September 2006.

www.abb.com, www.invensys.com, www.wago.us