The IMTS 2010 Exhibitor Marketing Series
Learn How Delcam Markets Its Way to IMTS Success

February 11, 2010

For Delcam, one of the world's leading suppliers of advanced CAD/CAM solutions for manufacturing, face-to-face marketing at trade shows is integral to the success of the company.  Not surprisingly, IMTS plays a major role in Delcam’s program and presents an exciting time of opportunity.

“At IMTS 2008, we gathered more leads than we have ever achieved at a North American event and made a major sale on the show floor,” says Delcam North America President Glenn McMinn.  Like many other IMTS exhibitors, Delcam even provides on-the-show-floor solutions to customer and prospect parts needs.  During IMTS 2008 an international visitor was looking for a solution to machine a part for the cooking industry.  Delcam engineers were able to provide the answer and an order was placed at the show.

In the grand scheme of IMTS, Delcam’s booth may be small, but the company’s presence is large.  Delcam’s sales and marketing management makes sure the company builds an aggressive and comprehensive marketing program surrounding its IMTS presence. 

Following the acquisitions of FeatureCAM and PartMaker, IMTS 2008 was the first exhibition at which Delcam showcased its complete range of CAM systems in a single booth.  “We had a big message to deliver by combining the show presence of these three companies and we built our entire pre-show program to accomplish our goals,” explains Maryann Beaver, Delcam’s Marketing Coordinator.  “Our spending on pre-show marketing was our best investment and has had tremendous ROI.”

Delcam’s marketing plans for IMTS 2010 are very similar to what they were in 2008.  “We had a large amount of success in 2008 and plan to stay the course for 2010,” Beaver notes.  “We understand that the industry and many of our customers have been struggling, but the outlook is good and we plan to emphasize the positive and the focus on the areas in which our customers are growing.” 

How Delcam Makes Its Pre-Show Investment

Delcam is successful in its IMTS efforts because both sales and marketing management believe in doing their part to ensure that they attract qualified visitors to their booth. 

The team brainstorms together and develops a specific action plan to keep show efforts in focus.  This plan extends beyond IMTS to the other shows in which the company participates.  “By using a consistent theme across all of our programs, we are able to help prospects connect everything in their minds,” noted Beaver.

Months before a show the sales force is engaged to ensure that their efforts are in sync with marketing programs.  “About four months before IMTS, we begin our sales and marketing integration efforts,” explained Beaver.  “For 2008, one initiative was to extend formal invitations to visit Delcam’s booth to our entire marketing database.  For VIP contacts, we asked sales to identify our target audience.  They were sent an invitation and encouraged to schedule appointments.  Regular team conference calls kept everyone on track.”  

Energy goes into equipping booth staff with knowledge and pre-show training so that they are immersed in the message Delcam wishes to deliver.  This is especially important because, for example, the leads for Partmaker alone fills the sales channel for a full two years.

In addition to its direct mail, personal outreach and advertising, Delcam recognizes the value of the marketing opportunities IMTS offers, many of which are free of charge.  “We put a great amount of effort into looking at the tools the show offers and use them to leverage our presence,” Beaver says.  “Everywhere we can communicate our message, we do.”  The Delcam Exhibitor Showroom on IMTS.com turned out to be very valuable.  The team was pleased (and a bit surprised) by the traffic to the online showroom and was aggressive on follow-up to make sure those prospects visited the booth.

Beaver and the Delcam team make use of the IMTS logos and images for direct mail, electronic communications and for the exhibit itself. (Login to the E-Kit to access these items)

The company finds the IMTS Media Center an excellent tool as well.  “Advertising has its place, but sharing our value proposition through the editorial side of the online and printed publications rounds out our efforts,” she comments.  “Writing press releases, posting them to the Media Center on IMTS.com and distributing them to editors a few months prior to the show make an enormous difference in coverage.” 

“For small and medium-size exhibitors who may not have deep resources, the keys to successful IMTS participation are planning, coordination and using the tools that are available,” Beaver says.  “We know show management will do its part to market the event aggressively and attract quality attendees.  But, we know it is also our job to make the message and invitation personal.”

Booth Information

» Delcam - Booth E-3922, Controls & CAD-CAM Pavilion, East Building