Ace to Raise Profile at Steel Show After Successful 2015 Event

Ace World Companies will again increase the size of its exhibit at next year’s AISTech, the steel industry’s premier technology event, which takes place 16-19 May 2016 at the David L. Lawrence Convention Center in Pittsburgh, Pennsylvania.

The Fort Worth, Texas-based overhead crane and hoist manufacturer has had a strong presence at the steel show, organized by the Association for Iron & Steel Technology (AIST), for the past decade and has enlarged its booth each time.

Having taken a 20-foot by 20-foot space at the front of the exhibition area at this month’s (May) 2015 event in Cleveland, next year it will increase in size to 30 feet by 30 feet and will be the focal point for many of the 8,000 people expected to attend AISTech 2016.

Camron Ghanemi, vice president of Ace World Companies, said: “Steel is our biggest end user market so it makes sense to have a significant presence at the key trade show for that industry. We use the event to promote our brand image, network and meet new people from all over the world who are interested in our lifting solutions for what is a very demanding marketplace for overhead cranes and hoists.”

It is common procedure for Ace to commit to the next trade show upon conclusion of the previous corresponding event. In fact, Ghanemi said integral to the company’s ongoing success at annual events has been a strategy to engage with organizers and attendees on a year-round basis.

He explained: “Once we are sure we want to secure a long-term presence at a trade show or event, we set out to make our brand synonymous with the image of that exhibition or conference, for example. We typically know if an event has been successful enough to return the next year before the previous show concludes so we work with the organizers to get the best possible position.”

Ghanemi added that a long lead time allows him to work with marketing and product staff to ensure they are best equipped to draw attention to the booth and deal with enquiries efficiently once visitors express an interest in the overhead lifting products on show.

He said: “Our booth team in Cleveland was a mix between marketing personnel and product experts. About 70% of the traffic we saw was people we already knew, while the rest represented a mix of foreign visitors, end users and other members of the steel community. That creates a diversity of enquiry that we need to be prepared for—from technical enquiries to very basic questions about the capabilities of our equipment.”

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