Clearview North May 2013 - Issue 138 - Page 58

THEFITSHOWREVIEW WE’VE ALL PROVEN OUR FIT-NESS! Leon Day, managing director of Universal Arches has just returned from the inaugural FIT Show and believes it was a resounding success for exhibitors and visitors alike. Innovation, passion and marketing polish were there in abundance, but were you? The fact is that exhibitions, through various guises, are the only real tangible means to interact with your customers and targets face-to-face and on a grand scale. No other marketing channel can give you such scope, despite the increased adoption in other marketing tools, such as social media. The FIT Show has proven that there is an underlying need for a regular trade show for the glazing industry following the demise of Glassex, which in the views of many didn’t always have the industry’s best interests at heart. The FIT Show was conceived and implemented by people that have a passion for the industry and this has been represented in the feedback from visitors and exhibitors alike. Matthew Glover and Paul Godwin have put something together that has been quite remarkable, along with the marketing expertise of Simon Iredale and his team at Motionlab. The exhibition was not necessarily a case of who has got the largest stand and a competition on marketing spends, as was the case many years ago at Glassex and thankfully common sense prevailed. With ever tightening budgets in most industrial markets, companies now need to maximise their budgets and this means for those exhibiting, doing it in a more focused and measured manner. Walking through the halls, visitors could appreciate the fact that everyone had made a concerted effort with the stands, from the shell schemes to the large space only exhibitors. It has to be said that there was a significant degree of marketing polish throughout the show from the organisers, exhibitors and into the gala dinner. At Universal Arches we took the view that we’d like to do something different, yet promote our brand as the clear leader in the bending sector. Together with Solidor we offered all visitors the chance to win an iPad mini by way of jointly sponsoring the lanyards with an attached Mila key. Only a very small handful of keys would open up the arched Solidor composite door on our stand, for a chance to win the latest generation iPad Mini, with an estimated 2,500 people attempting to open the door. After two great days, expectations were high for the Gala Dinner on the Wednesday night and few will have left disappointed. The Gala Dinner was a rounding success with comedian Ed Byrne on fine form and the awards presented for the Master Fitter Challenge and Sales Professional of the Year. The night also provided the opportunity for GM Fundraising’s Hope 66 team to take to the stage and the charity was to benefit later in the evening from a sponsored charity fun casino. It was a fitting evening from an organising team that know our industry and that are passionate about it. The days of people turning up to Glassex for free alcohol and entertainment are long gone, as is their attendance and it is now about the quality of the visitor and the quality of the sales lead. From Universal Arches perspective, we had a great show and had the opportunity to meet both existing and new customers in a dynamic environment. In our niche sector we were able to show off an arched frame with arched shutters, following our product development partnership with Thomas Sanderson, along with some other intricate shaped windows and doors, including circular pivot and arched head windows, using profiles from Eclectic System’s Residence 9 system. Everyone has been lifted by the show and it proves that the industry needs a trade show, indeed, it appears that we’ll be thriving on it for weeks and months to come. There’s no better way to promote your products and services than a trade exhibition and the FIT Show has excelled in all areas. The organisers are to be congratulated, but now the work needs to start on next years show and I for one can’t wait. www.universalarches.com 58 THE MAY 2013 ISSUE SPONSORED BY DURAFLEX To read more, visit www.clearview-uk.com