- 30 May 2006 -
Looking for Answers? Find Them at SUR/FIN
By Greg Valero, g.valero@elsevier.com

You probably noticed that we have been running a monthly "Countdown to SUR/FIN" column that reports on everything from new show features/benefits to the many attractions offered by the host city of Milwaukee. This month's story provides you with updated information on the comprehensive SUR/FIN technical conference.

When you get beyond the marketing and promotion of SUR/FIN, whether you exhibit or attend really boils down to asking yourself two questions: What are you going to get out of it? And how important is your presence at your industry's premiere North American trade show for surface finishing?

For attendees, the answer to the first question is obvious. When you consider the influx of foreign competition, runaway energy and raw material prices, tougher environmental regulations, and eroding profit margins, the status quo is no longer acceptable. Rather than one sticking their head in the sand and hoping all of these factors impacting business go away, doesn't it make sense to go on the offensive? Learning about the latest materials, equipment and surface finishing technologies will go a long way towards improving your competitive position and bolstering your bottom line, don't you think?

What's more, the networking opportunities with your colleagues and suppliers will provide you with information and ideas that you can bring back to your job shop or captive operation. You may learn about a fast-growing niche you can tap into, an innovative product that can make work significantly easier and efficient, or a process that can improve productivity, saving you time and money.

For exhibitors, SUR/FIN still offers one of the best ways to get in front of a lot of customers and prospects in a relatively short period of time. Suppliers can not only show off products or describe their services, but also create that all-important first impression. It opens the door for future communications, an entryway that sometimes is very difficult to get your foot into.

Then there is the question of why the industry should get together. For starters, participation in SUR/FIN shows your support for a North American electroplating industry that has seen its members dwindle during challenging economic times. Your attendance counts because it reinforces the message that show organizers have been conveying to prospective exhibitors all along: that SUR/FIN remains a viable show for creating exposure to products and introductions; offers suppliers a chance to conduct business and generate many leads in only a few days; and is supported by an industry that will not fold despite facing numerous competitive pressures.

The end result is the success of SUR/FIN provides the Surface Finishing Industry Council—the umbrella organization consisting of trade associations AESF, MFSA, and NAMF that is organizing the show—with the financial wherewithal to hold future educational conferences and industry events benefiting surface finishers.
Show registration is only a click away by visiting www.sur-fin.net, or contact Lauren Heard at (phone) 202-457-8404; (fax) 202-530-0659. I have no doubt that your participation in SUR/FIN will be both a learning and memorable experience.