So here’s a question for all you business owners and managers, especially if your company exhibits at trade exhibitions: how do you define a successful trade show?
I reckon there are many metrics. Over the years, I’ve concluded that a show is successful by the number of leads you take. But that can be misleading as leads are not orders. At least, not yet. And who diligently follows an order back to its source?
I’ve defined success by the number of people cramming the aisles. But that’s a vanity thing: it’s good for the show organisers but people in the aisles are not on your stand.
How about by the calibre of the individuals, their job titles and company of origin who stop and engage you on your stand, seeking answers to their questions? That’s more meaningful. Especially if they have technical questions. And you get to zap their badges with your barcode wand to ease future communications!
Well, thanks to exhibiting at the Electronics Design Show, we now have a new success metric for Thermal Issues. It’s this: measure how many competitors happen past your stand with a worried look on their faces? I never realised we were such a threat to the thermal interface materials supply community! But it seems we are, judging by the number of visits and level of interest from ‘competitors’.
I say ‘competitors’ in quotes because, naturally, we don’t have any real competitors. That’s the point. No-one does exactly what we do – you know, things like rapid prototyping that deploys the same manufacturing process that will be used for full production – with that transition completely seamless. (Incidentally, what better way to prove your prototypes?) Or not charging for tooling. So yes, that does make Thermal Issues a threat, and quite rightly so. We’ve introduced a disruptive methodology. And disruptors always break new ground.
Aside from the curious competitive interest, we also saw some really big name prospects. I’d love to tell you who but I daren’t; it’s too ‘out there’! Let’s just say that some were businesses I’ve been unable to gain access to in previous technical and sales roles in my former life – before I established Thermals Issues Ltd. So that’s hugely exciting.
Several need help at their development stages. We can do that. Okay, you’ll know that in our traditional business model we make no charge for tooling. That’s attractive to designers as it lets them stay agile with revisions. But not everybody takes development through to production in the same way. That’s why we have rolled out a Thermal Issues business model that delivers materials and expertise solely for development projects, that permits flexibility to encompass the production run that follows.
So if the Electronics Design Show proved anything, it’s the need to adapt easily to client demands – not just in the responsiveness of our service delivery, but in the way you model those services to suit special requirements. Now that a success metric if ever I saw one!
Best regards – Neil
Am I in danger of using the word ‘rewarding’ too often? I described the recent Thermal Issues editorial in Electronics Sourcing magazine as rewarding. Now I find myself using the same word for the Electronics Design Show. In fact, I’m going to escalate that to “very rewarding”. That’s our experience of the first day (yesterday) at the smart Ricoh Stadium venue in Coventry.
Why was it very rewarding? Well, firstly it was a very busy event – and that’s always a great start. Secondly, we saw many people keen to discuss our thermal interface material technologies and interested in our seamless ‘prototype-to-production’ business model. I can’t imagine we would have met these individuals any other way. Thirdly, we landed some very fine leads. We’re confident they will result in business.
As I write this blog, we’re just setting up for day two. Expectations are high. Watch this space for a show report – coming soon to a Thermal Issues blog space near you!
By the way, there’s still time to visit us at the exhibition. You’ll find us on stand B50. Don’t even think of coming to the show and not visiting our stand!
Best regards – Neil
Just a quick note to our customers, business partners and other fans that Thermal Issues will be exhibiting in the Engineering section at the forthcoming Electronics Design Show in Coventry, on 21st and 22nd October. The event takes place in the Jaguar Exhibition Hall at the Ricoh Arena. You’ll find us on Stand B50.
If you’re planning to visit the show, be sure to pop by for a chat.
Naturally, we’ll be there to discuss our expertise in all things thermal, from thermal interface material characteristics and bespoke part profiles to fast-turn supply for prototyping and the many challenges that thermal management presents in electronic subassemblies. But we’ll also be promoting our newly-launched Managed Inventory Service – a great solution to ease the burden of hard-pressed procurement professionals. More about that in a future blog.
Meanwhile, check out our listing on the exhibition website - http://www.electronics-design-show.co.uk/visiting/exhibitor-list
We look forward to seeing you there.
Best regards – Neil