Trade Show Momentum Requires PR Messaging

MODEX Show Floor
The exhibit floor of MODEX 2018 in Atlanta. MODEX is a staple international event for material handling and logistics equipment and systems manufacturers, integrators, consultants, and third-party logistics providers.

There is a definite sense of momentum and expansion throughout all corners of the supply chain space. If I had to choose just three words to descriptively forecast how supply chain decision makers will inform their forward-thinking strategy, I would select: “innovation, growth and precision.”  Another descriptor, “messaging” remains an ever-present concern. That’s a composite of all that I heard during my time mixing, mingling and marketing recently at MODEX 2018 in Atlanta.

DPR Group had three clients in attendance at MODEX: Cimcorp, Barcoding, Inc. and Westfalia Technologies Inc. While DPR Group Account Executive Edward Lin was in attendance on behalf of Cimcorp, I was at MODEX as DPR Group’s brand ambassador to do what the other record 28,000 attendees where there to do – to see and be seen.

One-stop shopping

Anybody who has ever risen early on the Black Friday after Thanksgiving to holiday shop at a big box retailer amid a sea of humanity would have recognized a similar picture at MODEX. While the ill-tempered pushing and shoving was thankfully absent, record crowds clamored to take in as much of the legion of newest offerings from more than 800 companies across 300,000 square feet of exhibitor space as possible.

Alternating every other year with its sister trade event ProMat, MODEX is the premiere international event for material handling and logistics equipment and systems manufacturers, integrators, consultants, and third-party logistics providers.

The theme of safety and efficiency was ever-present with a plethora of new product offerings focused on ergonomics to cut down on repetitive stress injuries, as well as “augmented reality” technology that helps companies design and refine custom equipment virtually in a 3D model before construction to get it built right the first time. Companies are clamoring for quality products built not just quickly but to perfection. Time is money after all.

Messaging

As I spoke to company representatives on the exhibit floor trying to determine their pain points, the number one thing they related to me is just how difficult it is to find good writers in the supply chain and logistics space to effectively articulate their company’s message.

We understand that consumers want what they want, when and where they want it. We also understand the added pressure this places on manufacturers and retailers to create agile supply chains in order to meet consumer demand. That’s something a lot of agencies just don’t understand. They lack the experience and bandwidth to understand the supply chain and logistics industry as a whole and, therefore, are unable to create a message that speaks to the pain points of current and prospective customers and how your company can help them build a better supply chain.

Moreover, too many PR firms have a paint-by-numbers formula that’s inadequate or absent a real strategy. Imagine seeking out a custom tailor only to be made to fit into the same off-the-rack suit that everyone else wears. By contrast, DPR Group has a 20-year track record of devising and executing focused, strategic plans that combine a mix of public relations and marketing tactics to help our supply chain clients attain their business objectives.

Trade show trending

Trade shows like MODEX and the upcoming ProMat 2019 offer a host of invaluable opportunities for participating companies of all sizes, including meeting potential clients, checking out the competition and gathering innovative inspiration, as well as networking and relationship building. I encountered many companies attending MODEX for the first time. Expect the trade show participation upward trend to continue into the foreseeable future, according to the Center for Exhibition Research (CEIR).

Participation in a trade show can represent a significant investment for any company. However, the price of not participating could cost you even more in the long run. It’s never too early to develop a strategic plan to make the most of your company’s trade show participation. If messaging isn’t a big part of that plan, it should be. Partnering with an experienced and trusted PR and marketing agency with two decades of supply chain experience would help develop that message and help make the most of your investment.

Liz Palm is Vice President, Marketing & Operations at DPR Group.

What People Are Saying

DPR Group’s extensive knowledge and experience in PR and marketing have elevated the Cetrom brand, increased awareness of our services across the industry, and secured numerous award wins and media placements. We value the partnership that has developed and DPR’s contribution to our overall success.

Christopher Stark, President and CEO
Cetrom Information Technology, Inc.

DPR Group’s PR campaigns have helped us increase the visibility of U-TECK’s products for the utility, telecom and construction industries, especially our WeedEnder® vegetation control mattings. Since working with DPR, we have noticed 30% and 50% increases in traffic to our U-TECK and WeedEnder websites, respectively.

Nan Jackson
U-TECK

DPR Group has achieved results for DirectMail.com that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta
DirectMail.com

Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

Felix Pekar

DPR Group really understands our industry and the unique role InfinityQS plays in it. They provide both strategic guidance and tactical execution to deliver coverage in key trade publications and exposure with industry analysts and third-party influencers. The team is flexible and always willing to roll up their sleeves to assist us in a wide range of marketing activities beyond our traditional public relations initiatives. DPR Group is more than a vendor. They are a true, trusted and valued partner.

Greg Matranga
InfinityQS

At this point in time, Hermes has a well-established brand throughout Europe, but the company does not have the same level of name recognition in North America. So we decided to partner with DPR Group to let U.S. retailers know about the full range of e-commerce services Hermes offers for e-businesses and international expansion. DPR Group did a fantastic job for Hermes at the Internet Retailer Conference and Exhibition (IRCE), promoting attendance at our sessions and scheduling media interviews before and after. We’ve never had as much press coverage at any U.S. event before. I highly recommend DPR Group to foreign companies seeking to launch their products and services in U.S. markets.

Uwe Bald
Hermes

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa
Barcoding

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

Kim Cubine

In less than six months, DPR Group has helped Protech develop and launch a new website and successfully introduce Protech Cloud Business Solutions to the market. We truly value the expertise and services that the DPR Group team brings to the table and look forward to a long, successful relationship together.

Brian Bruffey
Protech