Routes to market
@imveurope
www.imveurope.com
Te switch of Vision Stuttgart to a biennial show caused a big shiſt in the events calendar of machine vision companies. Jessica Rowbury assesses the importance of trade fairs in promoting products in an age dominated by the internet
here’s something almost medieval about trade fairs – companies setting out their stalls and displaying their wares, albeit
in a high-tech marketplace. In the information age where the internet rules and marketing is oſten through channels like social media, how important is the humble trade fair in promoting a company’s products for a sector like machine vision? Trade shows provide an ideal environment
Roman, manager of corporate marketing at Allied Vision Technologies. ‘Even in our technological environment, business is done by people and the best way to have a fruitful collaboration is to talk with each other.’ And, not only do shows provide a means to
Trading up T
for companies to meet both new and existing customers, gain an insight into the current state of the industry, and demonstrate products to audiences from different regions and trade sectors. ‘Te direct human contact between our experts and visitors has much more value for both parties than other means of promotion such as literature, website, or advertising,’ said Jean-Philippe
present products to traditional machine vision users, but they give companies the chance of penetrating new industries. ‘More non-traditional uses for machine vision are being demonstrated at trade fairs,’ John Morse, an analyst at IHS, pointed out. ‘Face-to-face contact is always a good thing, but the most important thing they do is make companies aware of different and better ways of using this increasingly affordable technology.’ So, when the Vision show in Stuttgart,
Germany – one of the biggest trade fairs for machine vision – switched from a yearly to
8 Imaging and Machine Vision Europe • Yearbook 2014/2015
Vision Stuttgart, one of the most important shows for the machine vision industry, will take place in 2014 after missing 2013, when it switched to a biennial cycle
biennial cycle in 2012, it was uncertain whether it would affect companies’ sales, or instigate a change in marketing strategies. Vision Stuttgart provides a marketplace for component manufacturers, system suppliers, and integrators, and it is where OEMs, engineers, system houses, and end users learn about the latest innovations and initiate investments − it is the only exhibition where the complete spectrum of machine vision technology is staged in such a way. Last year was the first time that the Vision
trade show had not been held in 25 years – which, for some companies, did not affect the way they did business. ‘We have not made any significant changes to our overall marketing strategy due to changes to the scheduling of Vision Stuttgart,’ said Sam Lopez, director of sales and marketing at Matrox Imaging. Also, Allied Vision Technologies told Imaging and Machine Vision Europe that the company would not attend other shows just to make up for the absence of Vision. Other companies, however, exhibited at
different trade fairs last year as an alternative to Vision. ‘We’ve tried a couple of trade shows last year, such as the SPS IPC Drives in Nuremberg
Messe Stuttgart
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61