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Post Show Report

AISTech 2014. Post Show Report. NSK Goals & Objectives. OBJECTIVE : Increase Booth Traffic Engage new and existing customers to visit NSK booth. MET BY : Utilizing Social Media Channels (Facebook, Twitter and WordPress Blog) to engage attendees pre-show and at show .

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Post Show Report

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  1. AISTech 2014 Post Show Report

  2. NSK Goals & Objectives OBJECTIVE: • Increase Booth Traffic • Engage new and existing customers to visit NSK booth. MET BY: • Utilizing Social Media Channels (Facebook, Twitter and WordPress Blog) to engage attendees pre-show and at show. • Pre-show e-blast campaign. • Metal industry publication advertising (print and web) OBJECTIVE: • Improve NSK presence at AISTech Conference Sessions. MET BY: • NSK Engineering Group presented two topics at AISTech Conference Session. • “The Effects of STF™ Steel in Beam Mill Vertical Edger Bearings” presented by Paul Brda, Application Engineer. • “Why Are My Continuous Caster Bearings Failing?” presented by Mike Spirovski, Application Engineer .

  3. Nsk goals and objectives OBJECTIVE: • Create new branding opportunities for NSK at AISTech. MET BY: • Booth Promotions • Official Event Lanyard Sponsor, Raffles, Giveaways, and Surveys • New promotion: Get spotted wearing NSK lighted pin and receive promotional item. OBJECTIVE: • Communicate the value of NSK service programs we provide to the steel industry MET BY: • Booth Messaging • Showcased NSK bearing support programs and services such as reconditioning, large bore bearing storage, maintenance tools and training.

  4. AISTech Show statistics • SHOW • Total Attendance: 6,982 • 16% less Attendance compared to 2013. • Exhibiting Companies: 531 • 5% more Exhibitors compared to 2013. • Technical Session Attendance: 2,037 • NSK SPECIFIC • Total leads scanned: 93 • 23% decrease compared to 2013. • 70% require Sales Follow-up. • 24% Marketing (Potential supplier/vender, more research needed) • 6% International • All leads added received post-show thank you email linking to NSK website and links to service programs promoted at NSK booth. • Decreased leads correlates to show location. • 2013: Pittsburgh historically brings in most attendees. • 2014: Indianapolis location pulls in less attendees.

  5. 2014 Floor Plan • Located in 2nd row close to entrance. • Compared to 2013 –1st row close to entrance. • Similar booth locations. • No direct impact on reduced booth traffic for 2014. #1013 20x20 ft Post Show Report 2014 Nsk Booth #1013

  6. NSK Booth 2a 3 1 2b 4 mESSAGE Focus on NSK valued-added programs and services. Booth Displays 1. 3D Printed Tapered 4-Row Work Roll Bearing model 2. Bearing Reconditioning a. Bearing Product Comparison b. Reconditioning Process Video 3. Large Bore Bearing & Storage Tank Cutaway 4. NSK Maintenance Tools • Puller and Pusher Kits • Bearing Induction Heater Kit

  7. Technical Sessions • NSK Findings • 15-20 people attended each session. • Competitors including SKF, American Roller Bearing and Messinger also presented during technical sessions. • Benefit • Instills NSK and the Engineering team as a thought leader and an expert in the industry. • Outcome • 1 lead resulted directly from technical session. • Gerdau – Tampa Main Office. • Interested in NSK Tough Steel technology. • Current Status: Ongoing conversation with NSK Engineer.

  8. communications Total: 94 Total: 301 E-Newsletter Campaign Pre-Show Release • 20% Unique Opened Post Show Release • 44% Unique Opened Target % • 20-25% • Goal achieved for both. Social Media

  9. Competitors • American Roller Bearing Co. • STRENGTHS • Official trade show bag sponsor. • Knowledge, friendly booth staff. • Large array of bearing products on display. • Promoted bearing reconditioning and repair service programs. • Promoted AISTech on website pre-show. • Good location. • WEAKNESSES • Same booth layout • Closed off space. • Not inviting to attendees. • Cluttered, disorganized. • No video or interactive elements. • Low booth traffic. • Too many staff in booth. • No social media presence.

  10. competitors Bosch Rexroth Corporation C.R. Bearings Italy • STRENGTHS • Promoted Industrial Hydraulic product division. • Not a direct competitor with NSK for this product line. • Promoted on website pre-show. • Engaged in social media channels. • Posted on FB and Twitter • WEAKNESSES • Smaller booth space. • STRENGTHS • Promoted on website pre-show. • Detailed process of how C.R. bearings are produced (material selection through final assembly & testing). • WEAKNESSES • Smaller booth space. • Trade Show Events page outdated on website. • Last entry from 2013.

  11. competitors • Emerson Industrial Automation • STRENGTHS • Inviting, open booth concept. • Cleanly displayed no clutter.. • Large bearing product demonstrations. • Promoted Rollway and McGill brands • Large LED screen with industry visual. • Engaged in social media channels • Meeting area within booth. • WEAKNESSES • Didn’t promote AISTech pre, at or post-show on social media, but does have social media company sites.

  12. competitors • Messinger Bearings • STRENGTHS • Promoted on website pre-show. • Invested in a co-sponsored hospitality (shared with other neighboring booths). • Increased booth traffic during hospitality hours. • WEAKNESSES • Smaller booth space. • Few product demos. • Timken Drives • STRENGTHS • Promoted Drives division of Timken Company. • WEAKNESSES • Smallest booth space. • Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show.

  13. competitors • NTN Bearing Corporation • STRENGTHS • Four row taper product displays. • Offered hospitality. • Morning: coffee • Afternoon: beer and wine. • Visual aides. • WEAKNESSES • Poor booth location. • Booth layout – back wall closed off rest of the booth. • No audio visual – all static board graphics. • Little traffic. • No change in product demos as previous years • Chrome displays – unable to move or spin. • Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show. • FB – last post May 2013 – last AISTech. • You Tube – no activity in a year.

  14. competitors • SKF USA Inc. • STRENGTHS • Promoted cost savings program. • Similar to NSK’s AIP. • Audio visual used to support each product demonstration or service. • Hanging Sign • WEAKNESSES • Booth layout • Similar to year’s past. • Is it becoming repetitive? • Low traffic • Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show.

  15. AISTech 2015 Action Items • Finalize booth size. • Sign up for same 20 x 20 foot booth space or reduce booth size. • Continue to participate in Engineering Technical Sessions. • Generate ideas, topics for Call to Paper submissions. • Tie marketing activities around Rock & Roll Hall of Fame. • Event will be held in Cleveland, OH. • Incorporate more bearing technology. • Display more bearings used in steel industry at booth. • Invest in pre-show contest to sponsor mill members trip and attendance at AISTech 2015. • Expand on the 3D bearing demo. • Determine how to be more engaging and hands on experience.

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