MACH beckons

n Birmingham.

The decision to exhibit at any show is for many companies a bit of a conundrum. Some prefer themed shows like Autosport International whilst others go for a more generic approach like Southern Manufacturing or MACH. Some shows are definitely more expensive than others and that’s a primary consideration. Marketing budgets can only stretch so far. Of course some companies don’t like or need shows at all – preferring to use open houses to exhibit their wares to customers.

Personally I think MACH offers something different in terms of added value and this point was emphasised by Nick Groom, managing director of precision subcontractor Qualiturn at a recent MACH media press conference. MACH’s primary differentiator in my book is the breadth of technology on offer under one roof. It remains the only show in the UK large enough to accommodate the machine tool fraternity in all its glory – but this appeal is enhanced further through all the ancillary, supporting and complementary technology that’s on offer. This year over 6,500 tonnes of working machinery will be under power and for the first time, a clutch of heavyweight OEMs will be exhibiting – namely Airbus, Rolls-Royce and Safran (Messier-Bugatti-Dowty).

And that’s why Nick Groom likes it. As an exhibiting subcontractor he can network with existing customers, meet some new ones and highlight his company’s capabilities. As a regular investor in new equipment, he can wander off the stand, check out a wealth of machine tools, cutting tools, software and workholding equipment and ponder over his next purchase.

The value of actually speaking to people face to face, seeing products in the flesh and building relationships can’t be underestimated. People buy from people at the end of the day.