Google founder and CEO Larry Page states a truism of business, “Always deliver more than expected.”
He also said in a commencement address, “Always work hard on something uncomfortably exciting.”
Building something new from the ground up is hard work, takes vision and commitment. And when you “deliver more than expected,” the result is intoxicating.
The first-ever Ceramics Expo last April in Cleveland, Ohio, was a case-in-point. Smarter Shows, the visionaries behind Expo, had the ambitious but realistic goal of attracting 120 exhibitors and 2,000 attendees.
The show delivered 171 exhibitors and more than 2,100 attendees from 25 countries and representing 1,000 organizations.
Vendors were thrilled, and consistently told us that it was the best trade show they had been to in years. They were collecting qualified leads and booking business.
Others came to the show to size it up and see what the opportunity was. Most left with a booking contract for 2016 in hand.
Smarter Shows, seizing the “uncomfortably exciting” mentality, is using 2015’s momentum to drive a bigger show in 2016.
“We expect the show to double in size next year and be more valuable to exhibitors and attendees than ever before,” says Adam Moore, Ceramics Expo event director.
That means 350 exhibitors and 4,000 attendees. They are well on their way, having booked nearly 75% of 2015 vendors before the show ended. Next year’s visitors will also be able to visit new exhibitors such as CoorsTek, McDanel, and others, as well as a China Pavilion and “AACCM Alley.” (AACCM is the American Association of Ceramic Component Manufacturers.)
Besides the energy on the floor and anecdotes from vendors, the just-released Ceramics Expo post show report (pdf) provides detail that tells the story of the 2015 event’s success.
From the report:
“Over 170 exhibitors participated in the first show, 40% more than originally anticipated, with over 20% of the exhibitors coming from outside the USA. 2,117 professionals from the technical ceramics industry attended the free three-day event, which included an expansive exhibit hall, presentations, product launches, keynote speakers, panel discussions and workshops, and more. “
Who attended Expo? Largely professionals engaged in the buying cycle: engineers who use machines, materials, and technology to make products and management decision makers:
- 58% CEO/President/Managing Director
- 68% Engineers
- 78% Marketing/Sales/Business Development
- 05% Research and Development
About one-fifth of attendees work for OEMs and component manufacturers from aerospace, automotive, medical, industrial equipment, and electronic/electronic industries. One-fourth of attendees are with manufacturers of advanced ceramic materials and components. This was an international event, with people from 25 countries in attendance.
As promised—a one-stop marketplace for the ceramic and glass industry under one roof. (Visit ACerS Flickr page for images from the event.)
The hugely successful free-to-attend conference that ran in parallel with Expo will be back. Says Moore, “Conference at Ceramics Expo will be back, bigger and better than 2015, with the inaugural Leaders Debate opening the show and discussing the state of the industry, key growth markets and manufacturing challenges.”
The American Ceramic Society is deep into planning its 2016 Ceramic Leadership Summit, which will dovetail with the aforementioned Leaders Debate.
The post-show report lists the more than 1,000 companies that had people at the show and the comprehensive marketing that backed up the event, not just for the show, but for vendors, too.
There is some urgency if you are interested in a booth—exhibit space is booking fast. “Exhibit space is already hugely limited,” Moore says. The online exhibit hall floor plan (pdf) shows exactly how limited. Ceramics Expo will be held April 26– 28, 2016, in Cleveland, Ohio.