Control Roadshow - direct marketing to major industries - March 2005

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IBG - SA Instrumentation & Control Buyers' Guide

Control Roadshow - direct marketing to major industries

March 2005 News

The effectiveness of marketing expenditure has been a hotly debated subject for many years - particularly in the fields of technology. The nature of specialised exhibitions like the Penmac Control Roadshows means that the marketer makes direct contact with the right kind of customer in a relaxed, neutral and friendly environment making it easy to build up a solid and personal contact. Which all means money well spent.

By limiting the attendance at the Penmac shows to only those with knowledge of the technology and ability to influence the ultimate use of the technology in the business, Penmac ensures that exhibitors only meet relevant customers at the show rather than spending time with 'brochure collectors'. The shows also provide an important opportunity for promoting the business and its products and ensuring that the brand is visible and remembered. Many exhibitors also use the shows as opportunities to demonstrate the products and explain their uses first-hand to the visitors to the show and their own customer base. The database of names and addresses of visitors to the show provides a further source of information for ongoing marketing and promotion after the show.

The recent Control Roadshow visit to the Rustenburg Civic Centre was another such opportunity that was taken up by 37 different exhibitors. The Rustenburg area is home to some of the biggest platinum producing mines in the world, many boasting world-class control and instrumentation systems. That coupled with a number of other large mining and industrial operations in the area made it an ideal market for many of the exhibitor's products. Penmac was fortunate to have some of the leading engineering and maintenance staff from the surrounding mines and industries visiting the show to view first hand the latest in control, automation and measurement systems and products.

Penmac extends a big thank you to its exhibitors for their patience with the power problems experienced in the civic centre and particularly to Citect for helping the struggling municipal workers to identify the problem and for Shorrock Automation for supplying a DC power supply unit which sorted out the problem just before the bulk of our visitors started arriving.

The first show of the year is now over and Penmac looks forward to helping its exhibitors reach a broader customer base throughout SA in the rest of 2005.

For more information contact Penmac, 011 794 9066.

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Control Roadshow - direct marketing to major industries

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