What if they held a trade show and nobody came? Well, if every company followed Husky’s marketing plan for 2013, that’s exactly what would happen. After announcing its intention to do a “Husky World Tour” in 2013 that would focus on existing and potential customers around the globe, the company noted that it would be foregoing its participation in tradeshows this year, including Drinktec and K 2013.
In the grand scheme of business, that’s a pretty big announcement. Of course it’s not the first time that a major plastics industry machinery manufacturer has bypassed a major industry trade show. Milacron did it back in 2003 when they decided not to haul molding presses to Chicago, but chose instead to have more of a “virtual” booth display. According to one source after the show, Milacron saved an estimated $2 million with that game plan.