Memex Automation storms the world’s largest industrial machinery trade show – with the help of market2world
By Paul Brent
Imagine your firm finished a trade show with 800+ sales leads, gained more than two dozen media interviews that included video segments from the show floor and a six minute video profile that played on every big screen TV at the show plus on TV screens inside hotels and shuttle buses used by delegates. Just a marketing dream? No, it was reality for Memex Automation (TSX-V: OEE) at the 2014 International Manufacturing Technology Show (IMTS) in Chicago.
With 114,000 delegates, IMTS is the world’s largest trade show for manufacturing technology and Memex Automation is the global leader of Machine2Machine (M2M) manufacturing productivity solutions. Its connectivity technologies bridge the shop floor to the top floor and provide major machine efficiencies, maintenance savings, and eradicate productivity gaps. Its flagship product is the machine monitoring communications platform called MERLIN.
The company invested a huge effort at the show, an email blast to thousands of contacts, 10 people on location, real-time video displays at the Memex Automation booth as MERLIN monitored machine tools on the show floor as well as at the Mazak manufacturing plant in Florence KY, 492 kilometres away. The company also scheduled a press release for day one of the show announcing new products.
As the PR agency for Memex Automation the market2world communications team drafted the company’s IMTS press release, distributed it and performed the outreach. In the days leading up to the show we contacted nearly 100 registered editorial people as well as our own list of contacts. Before the show even opened its doors we had confirmed 14 on-site interviews with reporters, editors and publishers of key media.
With 1,900 exhibitors at IMTS, competition for media attention is fierce. We secured an interview for Dave McPhail, CEO and Dave Edstrom, CTO of Memex with IMTS TV. Each day IMTS TV, which is operated by the show organizers, profiles a few select companies that have breakthrough technologies. The six-minute profile ran on every IMTS TV screen and monitor on the show floor and is now part of the IMTS TV Web archive.
If you doubt the power of well placed media coverage examine the chart from Marketwired. It tracks the number of views of the Memex press release. Such a graph normally shows a declining number of views as the days go by, yet this one shows views climbing as we garnered attention for Memex including the video report by IMTS TV as well as MetalWorking Production and Processing, Industry Sourcing and Industry Week Magazine.
We had 21 media reports that came out the IMTS event and we still have another 9 stories from the show in our pipeline. As of October 23, six weeks after the IMTS show, the company has closed five new contracts arising from contacts made at IMTS. John Rattray, VP of Sales and Marketing for Memex Automation, expressed his delight with the media attention market2world generated at the show that helped to fill the booth and generate 800+ sales leads. We were happy to hear that prospective customers told John, “Memex is everywhere!”
And another PR win: As a result of one of the editorial meetings we arranged at IMTS, CEO Dave McPhail was invited to join the editorial board of Manufacturing Automation magazine.
Paul Brent is Senior Communications Strategist with market2world communications inc. the public relations and product marketing agency for global innovators.