American Cranes & Transport - November 2013 - page 24

INTERVIEW
22
ACT
NOVEMBER 2013
segment, and I am part of the steering
committee that oversees the planning
and makes sure that all the efforts are
aligned with each other, and the common
goals. Don’t forget, a show of this size is a
logistical masterpiece.”
Coordinating and planning every little
aspect of the show is a real challenge, he
says.
“It is like clockwork, every little element
has to fit and the timing has to be right,”
he says. “If I would have to point out
one specific challenge it would be ‘time.’
Every team member working on this show
has additional responsibilities within
the company besides ConExpo – but
regardless of other priorities, when the
show opens, we have to be ready.”
Ebinger says he has never feared his
team’s ability to get everything done.
“I think if you start planning a show
like that with fear, you are in trouble,” he
says. “Luckily we have a great team, with
a lot of experiences in putting together
these kind of tradeshows, so I am in the
lucky position that there is nothing to
fear. Jointly our biggest worry is to make
sure we are delivering a great customer
experience, because at the end this is what
it is about – our customers.”
When asked when the planning process
for ConExpo starts, he laughs, and says, “It
never really ends. We already kicked off
the planning of ConExpo’s 2017 edition.
We look at large shows as a continuous
series of events – and we strive to learn
and improve with each show – with a core
team and a planning process that flows
from one to the next.”
For him, the most interesting part of the
process is realizing the scope of the project
and the experience of working together as
a team with one goal.
Smaller player
Anne-Marie S. Latvatalo, marketing
coordinator, Load Systems International,
enjoys coordinating tradeshow efforts.
While LSI’s space is much smaller than
that of a crane company, it still requires
detailed planning.
As a test-run for ConExpo 2014,
Latvatalo says they launched a new booth
design at ICUEE in October.
“We wanted to have structures that
would display our diverse range of
products in a way that the customer can
get their hands on the systems and see
how they work in the field,” she says.
“There is (some) minor streamlining still
to do, while also increasing the number
of display structures to accommodate the
higher traffic that ConExpo will bring.”
LSI now owns all of its booth set up. “It
allows us to choose the best configuration
of elements for each show, depending on
the size of our booth and the type of crowd
expected,” she says. “Our team is very
creative; if there’s a better way to display
our products we will make it happen.”
A new element of the LSI booth is a
small service truck crane, assembled in
house, and rigged with several LSI
Robway devices.
“That crane is something that we are
particularly proud of,” she says. “We are
now able to demonstrate our products
in-action better than ever before. It
offers the ability to see, first-hand, our
sensors and displays communicating and
functioning as they would in the field.
That is invaluable to a company like ours,
where a hands-on demonstration of the
products is the fastest way show that they
truly are top of the line.”
Latvatalo, says she likes the fast pace
of things when it comes to preparing for
ConExpo or Bauma, and that the payoff is
when she’s able to see all the pieces come
together in the complete presentation.
“That is the part that I like the most,
knowing all of the work that has gone
into making sure that every single thing
is cohesive and effective, then
finally seeing it all come together,”
she says.
‘‘
That is the part that
I like the most, knowing all
of the work that has gone
into making sure that every
single thing is cohesive and
effective, then finally seeing
it all come together.
ANNE-MARIE S. LATVATALO
Marketing Coordinator
Load Systems International (LSI)
‘‘
Don’t forget, a
show of this size is a
logistical masterpiece...
It is like clockwork, every
little element has to fit
and the timing has to
be right...We already
kicked off the planning of
ConExpo’s 2017 edition.
SVEN EBINGER
Director, Global Communications/
Brand Management
Terex Cranes
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