Gorm Teichert, Martin Professional's international marketing director, commented: "We have decided to broaden our communication and marketing scope in 2007 by setting focus on one-on-one customer contacts. In the future, Martin will be approaching customers more actively and promoting new products through greater use of workshops and seminars. There is a worldwide trend toward a more customer-centred approach where customer service and attention to specific customer needs has top priority. We feel this approach has great advantage and will allow us to create more opportunities to meet customers on a more personal level in order to better address their needs."
The new approach includes foregoing exhibiting at the LDI trade show in Orlando in November in favor of a biennial approach. LDI's proximity to PLASA on the trade show calendar was also a factor in the decision. Martin already employs a biennial approach at, for example, Lightfair International. Martin US says it will look to other means of approaching dealers and customers such as local customer events, road shows and seminars.
Brian Friborg, president of Martin Professional Inc, stated: "It is our belief that a more targeted effort towards our key customers will be of greater benefit than exhibiting yearly at LDI. We do plan to resume exhibiting at LDI in Las Vegas in 2008. With our name and customer base well established, we believe converting some of the large exhibition budgets into more personal, hands-on events and customer visits while giving our customers more dedicated attention will be of more value."
Martin US points out that its 2007 trade show and event schedule is as active as ever, with participation at Nightclub and Bar, USITT, Lightfair, Gentleman's Expo, Church Production/WFX, Lighting Super Saturday, Broadway Lighting Master's Classes, Creative Church Conference regional events in St. Louis, San Francisco, Cincinnati, Chicago, Toronto, Jacksonville, Asheville, Boston and New York, and architectural segment Open Houses in cooperation with Holophane in New York, Atlanta, LA, Chicago and Fort Lauderdale.
(Lee Baldock)
