If you prefer to read instead of watching our short video, you can follow the transcript of the conversation between Sierra Reed and John Lutton on how to power up for IEEE 2022.
Sierra Reed:
Welcome to The Bottom Line at TTG. I’m here with John Lutton, and today we’re going to talk about the IEEE conference. So John, how do you start working with a customer at IEEE, and what’s the process?
John Lutton:
The process for us is project discovery. This is the point where we learn about you, your company. We want to know where you are in the market, where you want to be in the market, what we can do to take you there in the market.
Then we move into the design phase. We’ve got some of the best designers on the planet with a huge track record of some of the most amazing exhibits in the industry. Then after the design process, we move into fabrication, and then we move into the launch, where we expedite everything. We have all the resources to handle everything turnkey.
Sierra Reed:
John, what is most important in the design of your stand at IEEE?
John Lutton:
That’s kind of a loaded question, because it really depends on the client. Do you want to bring product to the floor, or would you rather show it off on video screens in some type of way? Is it the product itself, or is it some type of data-driven software that makes the system run better? Clients can have more commoditized products, so we try to create a design that separates the company.
We did the same kind of thing with a company called Aerometals. They build precision aircraft parts, mostly helicopter. They have products that a lot of other companies make, but they wanted to show off that they are the leader in precision instrumentation. So the design itself exudes that. It communicates that to the audience. So it really just depends on what the goals and objectives are of the client to lead us in what direction we want to go for the design.
Sierra Reed:
Yeah. I love that. Great examples. What might be different at IEEE in 2022 versus previous years?
John Lutton:
Ah, now that’s a really good question because certainly a lot’s happened in the last two years, for sure. IEEE only happens every other year. So realistically, I think that most people who exhibit at this show have not been in front of their customers in four years. I mean, a lot can happen in four years, government regulation, technological advances. That might represent opportunities for increased market share.
Then, of course, there’s going to be a huge energy with-
Sierra Reed:
I completely agree.
John Lutton:
… with customer, with people being face to face. People are buying. All of our indications are saying that the quality of attendees at shows, even though attendance may be down some, the quality of attendees is way up. That means your buyers are there, your customers are there, and they’re ready to buy.
Sierra Reed:
Absolutely agree, yeah.
John Lutton:
We’re really excited about IEEE and can’t wait to start some projects.
Sierra Reed:
Okay, great. So John, what is the bottom line?
John Lutton:
The bottom line? Well, you know what? The bottom line is, you need to partner with a company that can take you where you want to go. We have 35 years of experience. Our retention rate with clients is well above 90%. What that tells you is that everybody gets our best. The bottom line is we partner with our companies to make them successful.
Sierra Reed:
Okay, great. Thanks so much. Thank you for joining this edition of The Bottom Line at TTG, and we’ll see you next time.
John Lutton:
Thank you.
The Trade Group is a full-service trade show and event marketing company. We will work with you to create an exhibit or an event that brings in leads and helps you achieve your business goals. Contact us here or give us a call at (800) 343-2005.
