Why We Stopped Going to Trade Shows
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Going back to the 1990s, we found almost all of our business exclusively through trade shows. Even before then, our goal was to go to the Chicago machine tool show and get as many vendors to convert over to a Moffatt Task Light for their machinery as possible.
And that worked out great for us! Moffatt Products grew and grew. What set our lamps apart in the eyes of Industrial OEMs was our cool-to-the-touch lampshade and the premium grade strength and durability of the flex arms which supported them. They were built to last in industrial environments. Dave Moffatt used to tell a story where he walked out on the mezzanine of one of these trade shows and could see that there was a sea of Moffatt Task Lights everywhere. That was a huge deal for a small, family-run company from the midwest. Then things changed.
The evolution of trade shows
So what happened? Well, it wasn’t all at once. It was a gradual shift, but we have seen the MedTech industry embrace flex arms for positioning all kinds of technology, including LED exam lights. That space was new and exciting, we had a ton to learn! Trade shows helped educate us about emerging technologies and helped us introduce high-quality flex arms to new industries.
Our first regular conference was Medical Design & Manufacturing, and more recently we have attended HIMSS, which stands for Healthcare Information and Management Systems Society. We especially loved going to MD&M because people attend that show looking for design partners and component suppliers. At HIMSS we stay informed on industry trends, continuing education, and emerging technologies, and connect with our customers.
We love (still!) going to these shows and seeing the same folks every year and building those relationships. It’s one of the things that energize us every year to keep doing great things. One of our core values is respect, and trade shows are a great way to find a match in that regard. It makes sense. Once you see a company a few times at a trade show, you sort of understand that they’re vetted and are an active member of the community. It’s a great way to find folks that you can trust and want to work with.
The internet (and COVID) changes everything
Obviously, COVID-19 changed the world – but it was changing even before the pandemic started. It was just a microwave to get us to where things were already headed. Virtual conference calls, rapid prototyping, and sending out samples aren’t exactly new – but they became a huge emphasis for us when meeting face to face was no longer an option.
The internet has become a sort of trade show in itself. But now, it’s wide open – which is both good and bad for everyone. We’ve met folks we absolutely never would have met otherwise, and have built some pretty great working relationships with them. Digital marketing has made it so much easier for customers to find us without having to attend the same shows.
The bad? There is no substitute for meeting a person face to face, and it can be harder to evaluate someone when all you have is an email address. It’s why we still place such a high premium on getting together over zoom or a quick phone call, so we can establish a human connection.
That said, the transition to online meetings has been smoother than expected. We placed an increased emphasis on emerging tech like zoom calls to give demos that allow our potential clients to see firsthand what Moffatt Products are capable of.
We’ve also gotten into the habit of sending potential customers samples for their prototypes. We know you can’t truly understand or appreciate a flex arm until you have one in your hand. Our ability to 3d print allows us to have real-time rapid prototyping for end fittings or mating parts. That’s a huge deal, it means that the dialogue and brainstorming sessions can happen without meeting in person – which would have seemed totally futuristic when we started Moffatt Products back in the 1950s.
The future of Moffatt and trade shows
That said, some things don’t change. We absolutely value the relationships we’ve made with folks at all the trade shows that we’ve been to – and honestly we don’t want to give that up. We, at Moffatt, still see trade shows as a vital part of our connection to our industry – in fact, we’re headed to Orlando for HIMMS next week!
We’re excited to be able to explore and meet in person again. It feels like a return to normalcy that we’ve all been craving. Sure, the internet is important to us, but it’ll never replace trade shows. We’re here to stay. To us, trade shows and the web represent two sides of the same coin: they connect us to you.
The human element of this business is so important to us. We feel extremely blessed to live in a time that allows us connectivity, both through real-world events AND through the internet. These days, it feels like they’re all part of the same toolbox. We want to connect with you at a show and STAY connected until your project is the best it can be. That won’t ever change. So if you’re out and about in Orlando, or any of our other conferences or trade shows, we look forward to connecting!
See you in 2022! Let’s create something great together.