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W&D Weekly


July 17, 2019
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The Latest
4 Steps to Plan for Industry 4.0

Recent studies report that nearly 75 percent of all Internet of Things and Industry 4.0 projects have been failures. If this is the case, the Fourth Industrial Revolution is not off to a good start. How is it possible that the majority of these projects have not produced any value? My guess is it’s the lack of a solid plan. Read More

Inside Mercedes-Benz Stadium with GlassBuild America & Edify Studios
Registrants for GlassBuild America have the opportunity win an exclusive VIP tour of the Mercedes-Benz Stadium. Watch Edify Studios' recent 30-minute podcast video on the stadium, where key project partners from Oldcastle BuildingEnvelope and Clover Architectural Products discuss the stadium's extensive innovative glazing elements, including a 16-story glass "Window to the City" that dominates one façade with views of downtown Atlanta's skyline. Watch the Video | Register to Win a Tour
More News
Builder Confidence Holds Firm in July
Confidence in Q3 Home Renovation Market Mixed Among Home Professionals, Houzz Barometer Finds
Deceuninck Appoints Vice President of Operations
Erdman Automation Welcomes New Sales Manager
AAMA to Present Webinar About US labor Shortage and Retention
The Talk

By Mark Mitchell

Not all building materials trade shows are a good investment for all exhibiting industry companies. 


1. Companies do not set themselves up for success at trade shows.

2. Trade show organizers do not help exhibitors succeed.

Sometimes, to get better results from your trade show budget, you need to go to different shows. Many companies simply choose bigger shows like IBS, AIA or World of Concrete. But it’s much harder to get noticed at these shows because of their size. Choosing a show due to the large number of total attendees doesn’t factor in the small number of them who are good prospects for you.

At a large show that appeals to a broad audience, the number of real prospects for your glass or fenestration business could be less than 20 percent of the total.

GlassBuild America is smaller show in overall attendance than these others, but it may be a much better show for you. Here’s why: 100 percent attendees are interested in glass, windows and doors.

Step one in selling glass, windows or doors (and all the components and equipment that come with them) is to have the support of the glaziers, fabricators, dealers, distributors and specifiers who focus on these products. If these people go to a trade show, they go to GlassBuild.

If you want to grow your sales in the building materials industry, you need the support of contractors, dealers, distributors and specifiers. You can promote your product at another show only to lose the sale when these important influencers change your customer's mind. Read More







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