Trade show on the go

While some of us in the electronics industry have contemplated the death of the trade show, others are actually trying to revive it with a different spin. Billed as a “trade show on wheels,” the Innovation in Automation Tour (IIAT) from interconnect-manufacturer Wago (Germantown, WI) is a mobile showroom—with the same amenities and features of a trade-show booth—launched to educate customers across North America about the company’s solutions.

“Sending company personnel to trade shows has become an expensive proposition for customers,” said Dean Norton, Wago’s marketing manager.

This is the second year of the IIAT program, and the company recently added a second vehicle to accommodate requests for additional stops, return visits, and other events. The first vehicle has already logged 39,000 miles to visit roughly 3,200 people across the continental U.S. and Canada. “Vehicle two will allow us to better serve the industry as both vehicles will be concurrently touring the U.S. and Canada,” Norton said.

The truck is typically manned by local field application engineers, and the turnout ranges from 20 to 40 on average, to sometimes the entire company showing up. “The vehicle often arrives to lines of associates, ranging from maintenance to CEOs, waiting to take a tour,” Norton said. “It’s been a great way for personnel at all levels to gain valuable one-on-one time with our experts.

“We’ve received requests for return visits because this is an effective way to expose entire organizations to leading automation and trends.”

For a virtual tour, complete schedule, and more information, go to www.wago.us/innovationtour.htm
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