Steve Hutin and a colleague with a 1,000-tonne / 64mm wire rope splicing machine at a facility in Pyle, South Wales.
Of course, Hutin takes nothing away from LEEA
more generally. He’s a big supporter of the association and delivers its content as an accredited training center. “Tat’s why I wrote the article you’re talking about
[LiftEx Lumière],” he says. “LEEA has played a key role in this specialized field for 75 years and has been providing training services to its members for over 50 years. It offers support and back-up services to ensure members can operate both successfully and profitably. I get that, but our destiny remains in our own hands and, in fact, I’d challenge LEEA to get greater numbers through the doors of its show to make it even more of a fulcrum for members’ growth.” What’s beyond contesting is that RSS serves as a case
study from which others can learn how to make their own involvement in trade events effective. Let’s face it, a lot of cash – or ‘dosh’ as they sometimes call it in the UK – is wasted on exhibition booths and commercial activity surrounding business events. We’ve all seen poorly designed stands with someone sat in the corner on the laptop; they’ve got as much chance of bagging a lead as MK Dons (or Hutin’s team, Swansea) have of winning the Champions League. “A lot of it is common sense,” says Hutin. “We
prioritize making the LiftEx week one that we look forward to; we involve key staff and make sure anyone who represents us or spends time on our exhibit remembers it
for being a relaxed, enjoyable experience, somewhat akin to life at our company. It’s a shop window, after all. What’s the point if attendees can’t get a flavor for what’s inside? We keep the brand in full view and display some products— not too many. Last year, we demonstrated a glow-in-the- dark range of slings. But more importantly we keep the fridge well stocked and look to engage with visitors.” LiftEx and LEEA aren’t all that Hutin writes about in his monthly blogs. Management, collaboration and finance have all featured in recent articles, which always have a smattering of sporting, particularly soccer, references. At the time of writing, his latest piece was titled, ‘Tracksuit Manager’. “It’s about making them readable and non-
commercial,” he says. “Again though, the blog is just one component of a triangular content marketing strategy that includes press releases and social media. One of the things I’ve had to get used to is being invited to commentate on industry matters and, while it’s always a pleasure to do so, once you get a reputation for providing such comment, editors make a note and you have to be on your guard.” For example, Hutin will attend an exclusive editor’s
breakfast on the morning of the second day of LiftEx 2019, where journalists from the industry’s key publications will be given access to the event’s protagonists. It’s apparent that he’s looking forward to fielding those questions, yet, such
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