Tours, demos outdo displays

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Crain Communications Inc. Al Hickok

When you are serving an educated customer base — one that is informed on many levels from trade publications, websites, and newsletters featuring case studies, videos, and animations — you have to continually develop more effective ways to present innovations that can make their jobs easier and more cost effective.
It's not that these traditional means of communicating product benefits are obsolete, but at Roehr Tool Corp. we've shifted our approach to include opportunities for potential customers to see key products in action — because seeing is believing.
Roehr just concluded its latest demo event, the Innovations Tour, which was held at Rexam Mold Manufacturing's facility during Plastics News' Plastics Caps & Closures Conference in Chicago.
Shuttle buses drove 65 attendees to and from Rexam's Buffalo Grove, Ill., facility where, within about 90 minutes, they saw several innovations in action: Rexam's new Mega Cell and Roehr's four-cavity DT Core demo mold in a press molding 28-millimeter threaded caps at a 7-second cycle time.
Roehr's demo mold included the latest edition of the CVe Monitor from AST Technology and the now-standard Z-Series alignment locks from Progressive Components.

Attendees said they were impressed with the facility and mold, plus they liked the Innovations Tour concept. They said it was more effective to see products in action vs. on display in an exhibit. They also appreciated that it was quick and to the point, leaving the opportunity to discuss it further at the hospitality event that followed.
Because the tour took place at the start of Caps & Closures, attendees got to know each other, stayed engaged and continued networking for the next two days. For photos from the event, visit

Hickok is technical sales manager at Roehr Tool Corp. of Hudson, Mass.