As a provider of robotic piece-picking solutions for the material handling industry, Righthand Robotics believes exhibiting at the ProMat show—the largest expo for manufacturing and supply chain professionals in North and South America—is essential. The Boston-based startup first tapped The Trade Group to support its trade show efforts in 2017 and is appreciative of the exhibit design, industry insight and reliable service that TTG has provided ever since.

ProMat 2019 proved to be a very successful event for Righthand Robotics. Not only was the company awarded the 2019 MHI Innovation Award for Best Innovation of an Existing Product for its RightPick piece-picking solution, their 20’x30’ exhibit earned kudos, too.

Well-designed top tier signage and clear messaging impress at ProMat 2019

The Competitive Edge exhibiting effectiveness evaluation team recognized RightHand Robotics’ ProMat exhibit for its use of Effective Visual Communications. As the Competitive Edge team reported, “The three major questions in attendee’s minds are what, why and who. RightHand Robotics did an outstanding job of answering all three with their well-designed backlit top-tier signage.”

According to Vince Martinelli, head of product and marketing for RightHand Robotics, “The basic back wall was pretty simple but our messages were simple, too, including, who we are, RightHand Robotics, which is number one—along with important highlights about our picking technology. Those messages, along with our basic branding and themes, came through nicely.”

Martinelli collaborated with The Trade Group and sales consultant Mike Tierno to create an exhibit that was not only strong on messaging but one that would grab attention on a busy trade show floor. Featuring RightHand Robotics’ robotic piece-picking solutions in action—both in person and through videography—was also key.

“We integrated key industry buzzwords—range, rate and reliability—into the design, as well as motion, to draw people into the booth. The active robotic arms were positioned on the edge of the space, which stopped people in the aisle. The focal point of the exhibit also featured the robots operating with a put wall to help guests visualize how the robots could be used in a real life application,” Tierno says.

Adds Martinelli, “Because the product we offer is a robotic picking system, which is very dynamic and visual, we bring live equipment to the show so people can see how it works. We also use a lot of video, because once the customers see the robot in action, they wonder how it will work in their facility. The booth has several video monitors with video footage that shows how the technology works in various environments.”

TTG’s flexibility, reliability and experience simplifies exhibiting for RightHand Robotics, while maximizing ROI

While Martinelli is delighted that his company had a very successful ProMat 2019, he also appreciates Tierno’s professionalism, patience and flexibility, as well as the insight The Trade Group’s EVP Malcolm Gilvar shared to help RightHand Robotics maximize the return on their trade show investment.

“Even though we’re a small, startup company, and we don’t do a hundred shows a year, Mike and Malcolm made us feel like we were important to them. They treated us with courtesy and respect, which really goes a long way. Mike in particular is very patient with us. He knows when to light the fire and tell us we really have to make up our minds on something.

“We also appreciate the fact that The Trade Group continues to innovate and bring ideas to the table. There was a point when we were talking about adding some fancy features to our booth and Malcolm steered us in a different direction. He could have pushed us to spend all of our budget on the exhibit but said we’d be better off spending some money on pre-show marketing and promotions to make sure we attracted the right flow of people through our booth,” Martinelli says.

Martinelli encourages other startup technology companies to look for an experienced exhibit house like The Trade Group when launching a trade show program. As he explains, “Many smaller technology firms looking for their first exhibit house have a tendency to go down the street to someone local. I’ve worked at other firms and found those small local firms often struggle to provide the service and care that you need. Our company appreciates the depth and experience that The Trade Group brings. We took a little leap of faith working with someone who was not in our backyard, and so far we’ve been happy with that.”

SOURCE: Video provided by RightHand Robotics.

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