Trade Shows, Marketing opportunity or pain the rear?

For years (from 1969 till 1996) Pailton grew organically without ever attending a trade show. About 16 years ago, Pailton exhibited at the IAA commercial vehicle show in Hannover. We have been exhibiting at this Bi Annual event ever since. If you ask around within the company, if it is worth exhibiting at this show, you will most likely get the same mixed response you would get form most SME’s.

One of the biggest issues is tracing enquiries that lead to new business or expanded business back to the show, or to a particular event to justify the return on the investment in going there in the first place. Our last expedition to this show was somewhat disappointing, which could well have been attributable to the general economic downturn. However after a review of the meetings that did take place, and one definitive new customer gained from the show, we have decided not only to go again, but indeed to several other shows this year.

Trade shows are one of those things that if you are going to do, then do it properly or not at all. Budget stands are perfectly functional, but will they attract passing trade and make you stand out from the rest of the Chinese and Turkish component manufacturers all doing the same? Also, if you don’t bother telling anyone you are there, how will you ensure footfall to your stand? If you don’t differentiate yourself, how will anyone know your USP?

This year we are extending our budget for the stand design and build, planning on a campaign to promote our presence, including an enhanced entry in the show guide.

A previous post talked about Social Media, and the opportunity to use social media to promote your presence at a show can be a pretty powerful tool, if you spend the time researching your targeted customers.

We will also be exhibiting at FDIC 2012(Fire service Training forum and Exhibition) in Indianapolis. We only have a small stand, but we have splashed out on a reusable pop up display stand with US specific roller banners. We have created an event on face book, befriended all the manufacturers on Facebook and followed them all on Twitter. We frequently mention them all in posts and Tweets to promote their presence and ours as well as the event itself. Think about it, would you mind if one of your suppliers advertised your presence at a show for you? No body minds you mentioning their name to all your followers. We have also used Linked in to invite specific contacts to our stand, and will be using our YouTube channel to post videos of the event before, during and after, all the while posting and tweeting about the show. We will also be encouraging the visitors to the stand to like us on Facebook and follow us on Twitter, so that subsequent posts and tweets have a wider reach.

We will also be exhibiting at Busworld Russia 2012, and will be doing the same things. Russia is a whole new market for us, so the benefits should be easily measureable. We are planning to make sure we find and invite as many of the target customers as we can, just hoping that they will stop by is like playing roulette with your mortgage money.

If done correctly then trade shows can pay off. The cost however is not just the stand space and build, someone has to book hotels flights, stand space, order parts, order promotional items etc, quite a lot of administration, in addition to the cost of travel, hotels, and the personnel manning the stand and not actually doing their normal jobs, then the recovery time to catch up on the work not done when at the show. It all sounds pretty horrific and those of you that have done trade shows know just how tiring and stressful it can be, especially for an SME. Others in the company see it all as just a big jolly, almost like a week’s holiday, eating out every night on expenses. Well it really isn’t.

So, trade shows, Excellent marketing opportunity or pain the backside? Well it depends, done properly it can produce great contacts, provide new business, open new markets, and even develop new suppliers, and working partnerships.

That’s why we are at FDIC in American Fire Truck market, Busworld Russia (surprisingly) in the Russian Bus market and IAA Commercial vehicles, extending our global reach and developing new markets. What do you think about trade shows and exhibiting?

Apprentices, are all schemes equal?

We don't think so. A number of apprenticeship programmes have recently been slated in the press for being ineffective and not offering the necessary training required to develop the skill sets needed. 

Pailton Engineering’s Managing Director John Nollett is resolute in the belief that many apprenticeship schemes fail because employers are not providing a sufficiently rounded programme to inspire interest.

Pailton has been running a successful apprenticeship scheme for over 17 years and leads by example.  Many of Pailton’s apprentices are still with the company having grown and developed to become managers, team leaders etc all of whom share an infectious enthusiasm for both the company and their employers.

It is a view which is shared by the company’s three latest recruits – Daniel Baker, Ellis Thompson and Lewis Brennan all of whom are still studying at the Training college MGTS for their first year’s BTEC training before moving into the business for their hands on training. 

All share a keen interest in engineering and a desire to succeed.  Whilst at school Daniel studied an Engineering Diploma although was also tempted by a career in sport.  Engineering however won through as the practical option and he is enjoying all aspects although lists design as a favourite at the moment. 

Daniel commented:  “This is a great opportunity.  I love practical things and to be able to learn on the job whilst getting paid at the same time is great.

“Having had the opportunity to look round Pailton I am really looking forward to working my way around the departments.  I like design at the moment but it could be that I enjoy something else more once I get the opportunity for some hands on training.”

At 16 Ellis, whose Grandad was a toolmaker, is the youngest member of the group.  He had his sights set on an engineering career from a young age and he too studied for an Engineering Diploma as well as Graphic Design, Resistant Materials and IT.  He is excited by the prospect of joining the Pailton operation when he finishes his first year at college.  He commented:  “When I first walked into Pailton and saw all the steering systems I knew that was where I wanted to be.”

Whilst engineering wasn’t Lewis’ initial choice of career he now knows he has made the right decision.  Having studied a Uniform Service course at school, all Lewis wanted to do was join the army and fight for Queen and Country but his family had other ideas and he was forced to look at other career options.  His next choice was to become a fireman although was not really what he wanted and so took the decision to look for an apprenticeship.  He was quickly successful and was taken on by Pailton in the summer of 2011.

“I am really enjoying it – Turning at the moment is my favourite module  – although I am looking forward to developing further skills and getting the opportunity to put the theory I have learned at college into practice.  I just really like getting stuck into what I do.”

HR Director Andrew Lancashire not only keeps a watchful eye on the three new recruits but on all the apprentices as they work their way through the programme

It is an approach which clearly works and what is clearly evident amongst all the apprentices is not only the commitment but also loyalty to Pailton – qualities not often found in industry today.

Two apprentices now in their third year share the same level of enthusiasm as their younger counterparts.

Both are now studying for their HNC on a day release.  Sean Reynolds, 21, joined the apprenticeship scheme having left school after his first year of A levels.  “I was debating whether to go to university but didn’t really know what I wanted to do.

“I thought engineering would be a challenge and when the opportunity came up for me to go to MGTS I took it.  I enjoy the machining side but still want to keep my options open.  The fact that I have been able to work around the departments has been really helpful as it has enabled me to see each stage of what Pailton does and how it all knits together.”

Dean Reeves, also 21, joined Pailton having originally studied plumbing at college. He was unable to get a job and was recommended to MGTS.  Having already worked on the shop floor, production and quality, Dean is now in the design department where it looks as though he will stay.  He commented:  “I have thoroughly enjoyed the scheme to date.  To be able to apply our college work in a practical way has been hugely beneficial.

“Design without doubt is my forte -  I like being creative and using my own initiative and the design department lets me do just that. “