- 5 May 2005 -
Why the Industry Should Get Together
by Greg Valero, gvalero@elsevier.com

The economic boom of the 1990s gave companies the financial room to feature splashy and large exhibits at trade shows and entertain clients lavishly and often. This helped ensure their name and products would stay at the forefront when R&D went to work. In these more challenging economic times, however, companies are scrambling to find other ways to capture their customers' attention. Trade show exhibitor and attendee lists are dwindling, and firms are questioning the urgency of participation in long-established events.

A case in point is the SUR/FIN trade show next month, traditionally the U.S. metal finishing industry's premier event, sponsored by the Surface Finishing Industry Council (SFIC). A drop off in exhibitors and attendees the past two years has sounded an alarm to industry veterans, who quietly question whether the downturn is simply a reflection of cutbacks, or if it is a statement about the ongoing quality of the show.

The nay-sayers say they see the same accounts at other times during the year and don’t generate much new business at trade shows. Declining interest could also be the growing complacency about trade shows in general. This is not to say that industry members are turned off from attending trade shows such as SUR/FIN. There are suppliers who attempt to participate in as many events as possible to create exposure for their products and introductions. Some continue to exhibit at shows to stay ahead of—or at least keep pace with—the competition.

SFIC, an umbrella organization consisting of trade associations NAMF, AESF, and MFSA that is organizing SUR/FIN, is aware of the need to make changes to keep interest high. Some of the enhancements to the event, slated for June 13 to 16 at America’s Center, St. Louis, include minimal overlap between conference sessions and exhibit hall hours to encourage interaction between attendees and industry suppliers. A conference program features new technical and business driven topics.

Perhaps the biggest move was the decision to hold SUR/FIN every other year, following the 2006 edition. The decision was applauded by several companies primarily because it would reduce exhibiting and travel expenses. Meanwhile, technologies introduced the previous year would still be fresh, since the cycle for a new product is more than a year old.

I'm a big supporter of industry trade shows like SUR/FIN. Much of the value lies inside the booth spaces, where attendees can learn about new technologies, innovative products and business opportunities. Vendors have a chance to conduct business and generate many leads in a short period of time. Participants can interact with suppliers, customers and industry professionals from across the country.

Think about it. One trip, more than 100 exhibitors and an untold number of opportunities to grow and profit from metal finishing. And why not?