BNP Media's goal is to attract 3,000 attendees to 40,000 net square feet at the Rosemont Convention Center.
June 14, 2012 By Lee Barney, EXPO magazine - Bucking the national 8.1 percent unemployment rate, manufacturing employment in the Midwest has risen 5.2 percent since the beginning of 2010—and ASSEMBLY Magazine, a BNP Media publication, has taken notice.
After BNP conducted extensive readership surveys, which showed a growing interest in in-depth education about manufacturing, ASSEMBLY decided to launch its first tradeshow in 10 years. To be held Oct. 28-30, 2013 at Illinois’ Rosemont Convention Center, The ASSEMBLY Show’s goal is to attract 3,000 attendees to 40,000 net square feet.
“Riding on the heels of this [manufacturing employment] news, we saw an industry need for an assembly-only focused tradeshow in the Midwest, and we have a clear vision to fill that need,” Thomas A. Esposito, publisher of ASSEMBLY Magazine, tells EXPO.
Drayage Costs Included
BNP hopes that a key draw to the show will be its assumption of all drayage fees for exhibitors. “The ASSEMBLY Show will be a cost-friendly tradeshow that is structured specifically to encourage exhibitors to send and show working machinery on site,” Esposito says. “For the first time in this sector, all direct-to-dock drayage fees are included in the exhibitors’ space fees. This will allow exhibitors to send all the equipment they want and not worry about huge on site drayage fees.”
Access to these exhibitors certainly will be a major aspect of The ASSEMBLY Show, since BNP Media research found that 81 percent of ASSEMBLY Magazine’s readers “believe the most important aspect of an assembly-themed tradeshow is to view fully functioning equipment demonstrations, at a vertical event that is not diluted by other areas of manufacturing and products,” Esposito says. “An additional 79 percent find a great benefit in meeting with industry vendors and suppliers to find solutions to work challenges.”
The research underscored the importance of firsthand knowledge for tradeshow attendees. In the case of The ASSEMBLY Show, ASSEMBLY Magazine readers said the four most valuable reasons why they attend a tradeshow are to:
- Explore alternative technology product solutions
- Evaluate new technologies and products
- Seize the opportunity to meet with product suppliers, and
- View live working machinery and equipment
These objectives “cannot be done in any other format except face to face,” Esposito says.
To market the event, ASSEMBLY is starting with its own subscriber base of 56,000 readers, and also tapping into BNP’s comprehensive list of manufacturing executives from sister publications, website registrations, conferences, webinars and virtual events.
In addition to promoting the event within the pages of ASSEMBLY and other BNP Media publications, the show is going all-out via virtually every conceivable media outlet: telemarketing, direct mail, email, digital advertising, print advertising, websites, e-newsletters, public relations and social media.
The ASSEMBLY Show is joining BNP Media’s portfolio of more than 40 annual conferences, plus 200 webinars and eight virtual tradeshows a year.