Tracey Schropp - Exhibitor Magazine

CTSM Candidate Portfolio 

For Certificate in Trade Show Marketing 

North Illinois University 

Submitted by 

Tracey A. Schropp 

Tradeshow Manager 

Nordson Corporation 

Nordson ASYMTEK - Nordson MARCH - Nordson YESTECH 

2747 Loker Avenue West 

Carlsbad, CA 92010-6603 

November 2010

Table of Contents 

Pages 

Section 1 - Vital Statistics 

Candidate Profile ………………………………………………………… 3 

Company Profile ………….……………………………………………… 4 

Section 2 – Overview …………..……….……………………………………….. 6 

Section 3 – Show Schedule/Measurable Objectives 

Show Schedule …………………...……………………………………… 8 

Measurable Objectives ……….…….……………………………………. 9 

Section 4 – Management of Exhibit Design/Production …………………….... 10 

Section 5 – Management of Integrated Marketing Communications ………… 19 

Section 6 – Management of Results Reporting ………………………………... 33 

Section 7 - Conclusion…………………........................................................... 39 

Section 8 – References…………………………………………………………… 40 

Appendix ……………………........................................................................... 41 

Appendix 1 - Worldwide tradeshow schedules…………………………. 41 

Appendix 2 - Productronica allocation planning schedules……………. 44 

Appendix 3 - Nordson ASYMTEK Productronica detail cost reporting.. 46 

Appendix 4 - Press Releases……………………………………………... 47 

Appendix 5 - Tradeshow Lead Form……………………………………… 53 

Appendix 6 - CRM salesforce.com results reports……………………… 54 

CTSM Portfolio – Tracey Schropp Page 2

VITAL STATISTICS – CANDIDATE PROFILE 

I began my career with a Bachelors degree in Accounting. I had considered changing 

my major to Hospitality, but completed the Accounting degree instead, and ironically 

found my first job working for a global hotel chain. Desiring less of a role in back office 

operations, I found a better fit in a subsequent job involving project management and 

working with people in the field to process acquisitions of cemeteries across the USA 

and Canada. After doing that job for a while, I landed a position managing international 

reporting and controls. I decided to combine my enjoyment for project management with 

the international experience, and obtained a Certificate in International Business. 

How I landed in the tradeshow profession occurred at my next job. Hired as the 

Operations Controller for a smaller company with a sports marketing focus, I became 

very familiar with the inside workings of the marketing and promotion functions. When 

the Event Manager left, I eagerly accepted an offer to take the job. The next event on 

the calendar was the largest tradeshow in the industry, and I jumped in. After this show 

went out of existence, I decided to move on to another company where I could continue 

my work in the tradeshow industry. 

I was excited to hear that an established high-tech company in town was looking for a 

Tradeshow Manager. I was hired by Asymtek, A Nordson Company (now Nordson 

ASYMTEK) to be their Tradeshow Manager, just in time for booth set-up for their largest 

USA show. Since this position was with a larger company that had an aggressive global 

tradeshow program and an impressive image and reputation, I was excited about 

meeting the challenge. 

I was very fortunate that Asymtek supported me in attending EXHIBITOR Show and all 

the seminars. I learned so much in the sessions that I attended that has helped me 

improve and support the company and our tradeshow marketing program. I will share 

examples with you throughout this portfolio. 

Within my department, I report to the Global Marketing Communications Manager. We 

also have a Sr. Marcom Associate and a Webmaster on our small team. Together we 

develop the tradeshow communication pieces, videos, photo shoots, website, 

advertising, press releases, electronic mail, and lead processing. We also have three 

Marketing Specialists and two Product Marketing Specialists who provide technical and 

industry content for many of these materials. 

Along with Nordson ASYMTEK, I also have the responsibility of supporting the 

tradeshow programs of two sister companies, Nordson MARCH and Nordson 

YESTECH. 


VITAL STATISTICS – COMPANY PROFILE 

Founded in 1983, Nordson ASYMTEK has grown to become a world leader in 

automated fluid dispensing systems. In the mid 1970's, the three founders worked 

together in research and development of computer peripheral products, including jet 

printers. They identified what is now called "benchtop automation" and aimed their 

efforts at automating fluid dispensing — a step up from using hand-held syringes for 

dispensing glues in mechanical assembly. In August 1996, Asymtek was acquired as a 

subsidiary of Nordson Corporation, a company that had been a customer for nine years. 

Nordson ASYMTEK is a world leader in automated fluid dispensing, jetting and 

conformal coating, designing and manufacturing a full line of equipment for several 

markets including semiconductor package assembly, printed circuit board assembly, 

LED assembly, life science product assembly and other precision manufacturing. 

Featured product lines include the Spectrum Series ideal for inline, high-volume 

applications, the DispenseMate® Series benchtop for batch processing or prototyping, 

the Select Coat® SL-940 Series conformal coating systems with choice of applicators, 

and a diverse line of jets, pumps, and valves such as the DispenseJet® for applying 

different materials during manufacturing of products such as smartphones, computers, 

pace makers, flat panel monitors, and more. 

Spectrum 

Series 

Select Coat® 

Series 

DispenseJet ® 

PreciseCoat Jet and 

Swirl Coat® applicator 

DispenseMate® 


Nordson ASYMTEK’s headquarters and manufacturing facility is located in Carlsbad, 

California about 30 miles north of downtown San Diego. With over 400 employees 

worldwide, they support customers throughout a global service network including offices 

and labs in Carlsbad, the Netherlands, China, Singapore, Korea, Taiwan, and Japan. 

Nordson ASYMTEK is the global leader of automated fluid dispensing in the electronics 

manufacturing industry. As the originator of jetting technology, the jet products have 

been imitated by many dispensing companies. However, one segment that proves to be 

more competitive is conformal coating products. Here Nordson ASYMTEK generally 

faces pricing pressure from main competitors PVA, based in USA and Dima, based in 

Europe. 

Other areas that influence competition are localization and process. Companies that 

manufacture locally in the same countries or regions as the customer maintain a strong 

presence. Two such companies are Musashi in Japan and Protec in Korea. Companies 

that offer another method or process for applying fluids in manufacturing, such as 

screen printing, also compete with dispensing technology. Examples are DEK and 

MyDATA. 

Nordson ASYMTEK maintains an edge by offering technologically superior products 

backed by strong technical support and service. Their mission is to consistently provide 

innovative, quality solutions that exceed customers' needs and expectations in 

dispensing technologies. With over 25 years of experience, Nordson ASYMTEK is 

committed to providing innovative dispensing solutions and the best support to 

customers worldwide. 


OVERVIEW 

Nordson ASYMTEK participates in about 30 tradeshows per year throughout the USA, 

Europe, China, Taiwan, Japan, Malaysia, Thailand, India, Singapore, and Vietnam. The 

majority of tradeshows are targeted to the electronic assembly industry. Other industries 

include semiconductor packaging, medical assembly, and Light Emitting Diode (LED) 

assembly. 

As mentioned earlier, I also support the tradeshow programs for Nordson MARCH and 

Nordson YESTECH, handling the budgets, logistics and booth designs for these sister 

companies. Each participates in about 15 tradeshows per year worldwide. There is 

some overlap in markets where we may share booths or exhibit at the same shows. 

In addition, Nordson DAGE and Nordson EFD, two other companies part of the Nordson 

“Advanced Technology Group”, may have markets in common, and so on occasion can 

also share exhibit space. You will see an example of this addressed in this portfolio. 

A short list of significant tradeshows that I support for the Nordson group is below: 

(*Detailed schedules by company can be found in the Appendix, pages 41 - 43.) 

Month Show Name Show Type Location Region Principal 

Exhibitors 

Jan InterNepcon Japan Electronics Assy Tokyo Japan Asymtek 

Mar Semicon China Semiconductor Shanghai China Asymtek, 

March 

Apr International Printed 

Circuit (IPC) APEX 

Electronics Assy Las 

Vegas 

Americas Asymtek, 

Yestech 

Jul Semicon West Semiconductor San 

Francisco 

Americas Asymtek, 

March, Dage 

Aug Nepcon South China Electronics Assy Shenzhen China Asymtek, 

Yestech 

Nov Productronica Electronics Assy, Munich, Europe Asymtek, 

PCB Assy, Germany 

Yestech, 

Semiconductor 

EFD, March 

Dec 

Hong Kong Printed Circuit 

Association (HKPCA) 

PCB Assy Shenzhen China March 

Although I support other Nordson companies, I will focus my portfolio mainly on that of 

Nordson ASYMTEK, to whom I officially report, and have the most involvement in 

integrating all aspects of the event marketing program. 


In order to reflect what I have learned during the Certified Tradeshow Marketer (CTSM) 

program, I will center on our largest International tradeshow in Europe, “Productronica”. 

Productronica is held every 2 years in Munich, Germany. This show has presented 

many unique situations including the integration of multiple brands under one umbrella. 

Combining different divisions involves many challenges such as providing preferential 

location within the booth, working with different logos, budgets, objectives, and 

conflicting customer and distributor relationships. Other trials with this show in Germany 

include cultural differences, language barriers, and foreign exchange fluctuations. 

Productronica 2009 had 1,106 exhibitors in 7 halls with 40% from abroad, and 28,579 

registered trade visitors in attendance with 40% outside Germany and 15% outside 

Europe. The tradeshow takes place every other November and is considered the 

leading international trade fair for electronics production in Europe. 

Productronica had separate halls to each focus on an industry segment. Selecting the 

hall is the first challenge when combining company divisions into one booth that have 

different segment focuses. As I learned in Session 20101: “The Power of Tradeshows”, 

visitors to an exhibition typically have an agenda in mind, so having presence in the hall 

where they expect to find you is important. 

The significant halls to our group were: 

• A3/A2 - component mount technology 

• A2/A1 - test and measurement 

• B2 – printed circuit board manufacturing 

With the downturn in 2009 some halls were 

combined, making it possible to have 4 of the 

5 Nordson companies in Hall A2. 

The ability to be in the same hall, along with a 

2009 show objective to save costs, it was 

destined that I would then organize a single 

150 sqm booth to share between Nordson 

ASYMTEK, Nordson YESTECH, and Nordson 

EFD. 

In addition, I managed a second booth for Nordson MARCH in Hall B2, but this portfolio 

will focus on the shared booth in Hall A2 and in particular the tradeshow marketing 

program specifically of Nordson ASYMTEK. 


SHOW SCHEDULE / MEASURABLE OBJECTIVES 

With Nordson ASYMTEK providing the special technical knowledge, they work closely 

with firms providing a vast regional distribution network, forming a strategic alliance as 

defined in Session 30801: “Business Marketing Strategies and Tradeshows”. For the 

many tradeshows handled by these sales partners, I mostly present the promotional 

items such as graphics, videos, and invitations. 

For tradeshows where Nordson ASYMTEK is the primary exhibitor, I manage or guide 

the complete process including logistics, booth designs, and promotion. 

Below is a summary to illustrate the two levels of participation. (*See Appendix, page 41 

for a full schedule of tradeshows). 

Nordson ASYMTEK Tradeshows by Exhibitor / Region: 

Primary Exhibitor Show Names Region 

Nordson ASYMTEK Pan Pacific; APEX; Semicon West; IPC Midwest; SMTAI Americas 

Nordson ASYMTEK Semicon China; Nepcon South China China 

Distributor for China Nepcon China China 

Nordson ASYMTEK Productronica Europe 

Various Distributors by 

European country 

Amper; National Electronics week; S.E.E; Expo Electronica; 

National Electronics Week; IMAPS Nordic; Elektro 2010; 

Semicon Russia; BIAS; SMT Nuremberg; Chip Expo; Matelec; 

Aerospace Testing; EMPC 2009; E-10 Electronics Trade Fair 

Europe 

Nordson ASYMTEK InterNepcon; Semicon or Protec Japan 

Nepcon Malaysia; Nepcon Thailand; Nepcon Vietnam; 

Distributor for SEA electronicIndia; Globaltronics 

SEA 

Nordson ASYMTEK Display Taiwan / Photonics Festival Taiwan 

Distributor for Taiwan Semicon Taiwan Taiwan 

The extent of measurable show objectives to be expected follows the participation level. 

For tradeshows fully supported by our Distributor, their responsibility to meet contractual 

objectives is what is expected. Whereas, for shows that Nordson ASYMTEK controls 

the entire process, corporate tradeshow objectives can be followed more extensively. 

The process begins with a budget for each tradeshow. The next step calls for a meeting 

with the local staff and our marketing group to discuss strategy and objectives that are 

realistic, specific, measurable, and time-sensitive (Session 20401: “The Basics of Event 

Marketing”). Initially the focus is on three areas: 

1) If we have any new products to launch in this territory. 

2) What live demonstrations to plan. 

3) Promotions that need to be scheduled (videos, messaging, collateral, etc.). 


SHOW SCHEDULE / MEASURABLE OBJECTIVES 

The main reason for Nordson ASYMTEK’s exhibiting at tradeshows has been to 

showcase products to specific target audiences. The company did not traditionally 

define exact quantitative goals to tie to the objectives below but the one measurable 

objective expressed after most tradeshows by management had always been “How 

many leads did we get” A lead-tracking system and detailed lead form for surveying 

each customer that visits the booth had provided these measurements: 

1) Number of leads and ability to compare show to show, year to year 

2) Quality of leads: 

A = Hot (has need and budget) 

B = Warm (has need or budget) 

C = Cool (has interest but no need or budget specified at this time) 

3) Customer Product Interests – to respond to the customer for post-show follow up 

and help align demos to the audience, making corrections the following year 

A new customer relationship management (CRM) system enhanced the tracking of 

leads from a tradeshow by following which turn into opportunities and the monetary 

amount of closed sales, along with the event budget and actual cost data to follow ROI. 

One limitation is a delay to measure results since the sales cycle can occur over a span 

of years. 

Besides the leads to sales (monetary) ROI objectives, there are other very valuable and 

important objectives to Nordson ASYMTEK’s exhibiting at tradeshows including: 

4) Face-to-face networking and meetings - As learned in Session 30801: “Business 

Marketing Strategies and Tradeshows”, this relationship marketing comes from 

the fact that retaining a customer costs less than obtaining a new one. 

5) Introduction of new products. 

6) Technical expertise and live demonstrations onsite – Referring again to Session 

30801: “Business Marketing Strategies and Tradeshows”, the market’s 

perception of the product or firm (brand) is dependent upon product performance. 

7) Prove to our customers that we are the preferred solutions provider. 

8) Publicity, Meetings with magazine editors. 

Three additional objectives specific to the Productronica 2009 show were: 

9) Combine 3 sister companies into a shared booth. 

10) Introduce the new Nordson corporate branding. 

11) Concentrate on saving costs during an economic downturn. 


MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION 

The Productronica 2009 booth had to incorporate three sister-companies, introduce new 

corporate branding, and most importantly, have our presence clear to the attendees 

since the location of tradeshow halls and Nordson companies had both been 

rearranged. Having the advantage to use a custom rental, a new design for construction 

could be adapted to satisfy these requirements. 

“The New Corporate Branding challenge”: 

The official launch of our new branding was to occur soon after the November 2009 

Productroncia show (on January 1, 2010). Some companies were more ready than 

others. I needed to get an agreement on the extent in which to introduce the new 

branding in this very prominent tradeshow, one often attended by corporate executives. 

Logos per previous branding: 

New branding on January 1: 

In addition to the combined Nordson stand, a fourth company, Nordson DAGE, was 

exhibiting in the same hall in a separate stand. I thought that there should be some flow 

with their booth design for corporate matching. As described in Session 61902: “Exhibit 

Design – From Concept to Creation”, I provided their design idea as part of the 

information types to supply designers. This was an example of the corporate culture, 

objectives, brand identity, and current imaging that could apply to our next exhibit. 


Several concepts followed that offered previews of ideas for the corporate matching and 

the use of both old and new branding. Selecting a couple of options to present to the 

three companies sharing our stand would enable discussion on what branding 

identification was most suitable. 

A design idea was received from Nordson DAGE’s booth builder in Germany to match 

styles: 

Preliminary design proposals received from Europe Displays, a firm I used in the past: 


An evolved design by Europe Displays using the new logos: 

This preview showed us how 

each of the corporate brand 

identifications became lost 

when displaying the new 

logos side by side. Therefore, 

the unanimous agreement 

was to go back to using the 

current brands. 

The final design provided a dual-purpose solution to have familiar individual corporate 

identifications as well as introduce the new Nordson logo in the center of each header: 

There was no doubt in the decision to use our existing vendor, Europe Displays, to build 

our booth. They were familiar with our products and displays and I was familiar with 

their quality of work and style. I also had a good idea of their costing already so rather 

than concentrating on an RFP was able to work from past builds, and make the 

necessary adjustments to fit the needs of the companies sharing the booth this time. 


“The Combine Three Sister Companies Into a Shared Booth challenge”: 

As learned in Session 31104: “Identity Marketing: The Power of Branding Messages”, 

the key to marketing a brand is “getting it” – really understanding what the brand means, 

not to the company, but to its customers. 

I asked for a design like the last one illustrated above from Europe Displays, which 

allowed the visitor to tie each of our names to a product and area of the stand that 

would be relevant and recognizable to them. 

By using the themes of each company such as “Customer Inspired Dispensing 

Solutions”, “Precision Dispensing Solutions”, and AOI & X-Ray Solutions You Can 

Count On”, we could achieve another objective to increase memorability, as stated in 

Session 31302: “The Basics of Booth Selling”. 

With a design selected to satisfy branding concerns, the next step was to suit the space 

and budget requirements. I began by verifying the space in square meters (sqm) 

required by each company in our stand for product showcasing, hospitality, meeting, 

reception, and storage. 

To accomplish this I calculated some estimated costs for the space and booth build 

elements. I presented a table with costs by sqm to each company to consider what they 

would need and be willing to share in cost allocations. 

I started off with an ultimate stand of 192 sqm with multiple meeting rooms, ample 

space, and estimated cost of €125,000: 

2009 Rough Cost Estimates: 

USD 

Euros 

45,888 Raw stand space 

600 Co‐exhibitors Listings 

66,667 Booth construction: meeting room, storage, signage, truss 

5,000 Truss lighting and hanging 

3,000 Electric* 

1,600 AIR** Mainly Asymtek and EFD, Not Yestech 

700 Internet 

€123,455 

$182,250 €125,000 Estimated costs to split = 120K ‐ 130K, say 125K Euros 

€133,331 including 8% reserve for cost overruns, inflation, etc. 


From there we reviewed more options, and ended up with a 150 sqm stand with an 

estimated cost of €84,500 to share: 

2007 

Actual 

(168 sqm) 

2009 

USD 

(150 sqm) 

Cost Estimates: 

2009 

Euros 

(150 sqm) 

39,144 35,850 Raw stand space 

200 400 Co‐exhibitors Listings 

55,526 35,000 Booth construction: meeting room, storage, signage, truss 

4,596 5,000 Truss lighting and hanging 

1,956 2,500 Electric* 

2,038 1,600 AIR** Mainly Asymtek and EFD, Not Yestech 

673 700 Internet 

€104,133 €81,050 

$140,580 $114,075 €84,500 Estimated costs to split = 81K ‐ 88K, say 84.5K Euros 


(*The full “Productronica 2009 allocation planning” tables can be found in the Appendix, 

page 44 - 45). The allocations and costing process is explained in the section to follow 

called “The Saving Costs During an Economic Downturn challenge”. 

Determining where to locate each company within the space can present another 

challenge. One central issue to the problem is the fact that not all can have the 

preferred area facing the entrance or center aisles. 

Another was as indicated in Session 61902: “Exhibit Design – From Concept to 

Creation”, that product-specific displays and demo areas should demand a lot of focus 

in the design process. With three companies in one exhibit space there were definite 

segregated product groups. Added to the layout consideration, I learned of strategic 

alliances with other firms in the hall where facing a competitor would be a conflict. 


As a result, this was the final layout of the 150 sqm shared between three sister 

companies: 

To save costs, meeting rooms were removed from the plan and replaced with open 

hospitality areas. These needed to be located between Asymtek and Yestech since 

they agreed to share costs for these areas, whereas EFD chose not to participate. 


Although Asymtek & EFD faced the hall entrance, so did each company’s identification: 

Where EFD’s corner ends, YESTech’s side begins to the right: 


YESTech’s section 

showing the main corner 

and part of the open 

hospitality/meeting area: 

Asymtek had two product areas - 

“Customer Inspired Dispensing Solutions” and “Customer Inspired Coating Solutions”: 


“The Saving Costs During an Economic Downturn challenge”: 

This next objective in managing the Productronica exhibit production was met in several 

ways. The first one as mentioned earlier was by cuts made from an initial booth plan of 

192 sqm for €125,000 to arrive at a 150 sqm stand with an estimated cost of €84,500. 

This one-third reduction was achieved mainly by reducing floor space, removing three 

meeting rooms and replacing with open meeting areas. 

Another way to save costs involved changes to the booth construction for 2009 from the 

previous tradeshow in 2007. By removing structures and some costly graphics, and 

making some changes to materials used in fabrication, the savings were about 33.5% 

(from €55,526 to €36,926), or over $27K to be allocated amongst the companies. 

Having a third company to share costs instead of just two like in 2007 provided 

extraordinary savings, specifically for Nordson ASYMTEK, as shown in the table below: 

Allocations by % to: 2007 Euros split 2009 Euros split 

Nordson ASYMTEK 74% 70,056 40% 29,002 

Nordson EFD 26% 24,614 26% 18,852 

Nordson YESTECH 34% 24,652 

Booth Build 55,526 36,926 

Stand Raw Space 39,144 35,580 

TOTAL 100% 94,670 100% 72,506 

In addition to the above, each company was responsible for their own costs of travel, 

promotions, specific utilities and graphics, and individual freight. As advised in Session 

72001/72101: “Global Exhibiting: An Introductory Overview”, I also needed to consider a 

contingency fund for unforeseen costs such as the increasing currency exchange rate 

and changes in inflation. 

According to the detailed expense analysis that I had prepared for Nordson ASYMTEK 

(*Productronica Detail Reporting of Costs can be found in the Appendix, page 46), 

some other significant cost savings from the 2007 show included 26% less in travel 

(sent less people), 61% in hospitality and catering (reduced the cocktail party and 

skipped the all-day sales training meeting), and 75% saved in international and local 

freight (by not sending machinery from USA and shipping half the machines as in 2007). 

In conclusion, Nordson ASYMTEK reduced the cost of exhibiting at Productronica 2009 

by 47.5% or $76,942 in total (from $162K to $85K) compared to Productronica 2007. 


MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS 

With Productronica 2009 occurring during an economic downturn, it was to be expected 

that tradeshow traffic would be much less than in the past, and so a major part of the 

objectives for the marketing communications described in this section were to continue 

to project Nordson ASYMTEK’s industry-leading image, and to be cost effective at the 

same time. Since our company did not set qualitative goals for each promotion 

specifically, the focus will be on the strategy or purpose of each promotion to support 

the objectives listed in Section 3 - MEASURABLE OBJECTIVES with a summary 

outlined in the chart located at the end of this section. 

PRE-SHOW: 

As discussed in Session 31504: “Integrated Promotional Programs”, understanding our 

target audience enabled the identification of which types of promotions would be more 

effective. We knew the following demographic information about our customers: 

• That they are engineers, mainly based in Europe 

• What their product interests were, based on past experience and sales data 

• The industry trends/hot buttons 

These factors enabled the use of targeted promotional techniques to send messages. 

Electronic mailers: Using electronic announcements over direct mail pieces saved cost 

and increased visibility with the understanding that most engineers would receive their 

mail electronically. With a show opening on November 10, the objective was to send out 

three mailers and that each communication would have a different technique and focus 

to capture various interests: 

1. eVite sent on October 14 

The first electronic invitation (eVite) concentrated on the technical offerings that 

would be on demonstration in our booth. Links were included to direct the potential 

attendee to our website to find out more about specific products or areas of interest. 

2. Asymtek Newsletter sent on October 20 

The Newsletter sent on October 20 had the added advantage of reaching a larger 

demographic as it was sent to our entire customer database, not just Europe. It 

covered more details from Asymtek but highlighted the tradeshow which served as a 

second reminder to visit our booth at Productronica 2009. 

3. eVite sent on November 3 

The last eVite sent on November 3 used another approach to focus on the afterhours 

party event to attract attention and provide another way to invite visitors to 

our booth and promote our exhibit at the tradeshow. 


Following are samples of the 3 different techniques used in electronic mailings. The first 

eVite sent October 14 (a month before the tradeshow) was to a targeted audience: 


Newsletter - October 2009 was sent out October 20 to all customers: 


eVite about after-hours party sent on November 3 (one week prior to show opening): 

Included in both of the eVites above was a Nordson ASYMTEK email address in order 

to contact us to request a free pass to attend the exhibition, as discussed next under 

“Free Registration Promotion with e-guest tickets”. 

The eVites were another strategy to support our objective to gather leads associated 

with the tradeshow (Objective 1). Realizing that not all recipients could attend the show, 

but may still like to be contacted for more information, the eVite campaigns were also 

set up in our CRM system to track how many turned into leads, and any sales activity 

associated with them. For example, the last eVite was sent to 3,980 contacts, and 

reported 8 opportunities and one sale of $65K connected to the mailer. More details are 

reported in the section, MANAGEMENT OF RESULTS REPORTING. 


Free Registration Promotion with e-guest tickets: Since Productronica charged an 

admission fee to visitors, another objective to help drive more traffic was to use our 

ability to offer “e-guest tickets”. Code numbers that we ordered from the organizer could 

be provided to potential attendees to register online and visit the tradeshow with our 

compliments. We were charged a reduced expo fee per used ticket. 

There were 48 visitors who redeemed our e-guest ticket offer, compared to 31 for the 

2007 tradeshow. Paying the admissions for these guests not only supported more lead 

capture (Objective 1), and face-to-face meetings at the tradeshow (Objective 4), but 

also enhanced our company image through goodwill. 

Press Releases: As learned in Session 31202: “Realizing your Public Relations 

Potential”, the P/R materials produced were related to participation in the tradeshow. 

The goal was to distribute press releases prior to the opening of the show to accomplish 

three types of announcements: 

1. Introduction of a new Asymtek patented technology, Calibrated Process Jetting 

Plus (CPJ+) along with its features and benefits; opened with “Visit Asymtek at 

Productronica Booth A2.339”. 

2. Introduction of a new Asymtek product, The Precise Coat SC-400VCS Applicator 

for Conformal Coating, along with its features and benefits; opened with “Visit 

Asymtek at Productronica Booth A2.339”. 

3. The third one did not reference our tradeshow booth but effectively coincided 

with the timing and introduction of our new branding at the show. 

(*Please see “Asymtek Changes its Brand Identity to Nordson ASYMTEK” and the other 

two press releases in Appendix, page 47 – 52). 

The first two press releases about our technology and new product enhancements 

would support the objective to prove to our customers that we are the preferred 

solutions provider (Objective 7). The purpose for all three of the press releases was also 

to enhance publicity and meetings with magazine editors at the tradeshow (Objective 8). 


Advertisements: We had two advertisements in trade publications that were intended to 

connect to the Productronica 2009 tradeshow. 

The first one was placed in a German language magazine that is very popular in the 

industry, called “productronic TRADE FAIR NEWS”. With 20,000 copies to be 

distributed to all trade fair and congress visitors at entrances to the trade fair grounds 

and also in hotels, the objective was to reach a targeted audience for the tradeshow that 

was located in Munich: 

This advertisement had direct information about our exhibiting at the Productronica 

2009 tradeshow and also referenced our sales partner, SmartTec, a name that would 

be recognized in that territory. The main objective was to target those with specific 

interest in the conformal coating industry, which was popular to this area, and where we 

faced our largest competitors of these types of products. 


The second advertisement followed our objective to find magazine issues close to 

show-time, and asked them to strip in our booth number to drive interest to visit us at 

the tradeshow and see the products in person: 

Tradeshow Guide for Company Personnel: Constant emails to communicate messages 

necessary to the internal company audience were sent over the weeks and months 

leading up to the tradeshow so all were aware of what was developing in the planning 

process. Updates and schedules to stay on track were shared constantly between all 

those contributing such as marketing personnel and technical engineering staff. 

A couple of weeks before the show, I published a Tradeshow Guide which went to all 

those attending or staffing the booth, and included anyone at the office that contributed 

to the planning or was left “holding down the fort”. This guide includes the final 

exhibiting information such as the company’s booth information (location, products, 

displays and demonstrations to be featured, layout map); the show information (dates, 

times, meetings, events), and the logistics (hotels, transportation, etc.). 


PRE-SHOW and AT-SHOW: 

Show Guides and New Product galleries: With expanded online Show Directories, 

where potential attendees can research more details of the exhibits before the 

tradeshow, I look to take advantage of showcasing our products with descriptions and 

images, links to company brochures and website, press releases, what is new, and 

what will be on demo at the tradeshow. Although considered free promotion with most 

tradeshows, Productronica had a media kit and charged for most items. Therefore, my 

intention was to take advantage of what few options were available for free or to give 

“the most bang for the euro”. 

The logo package and extra product categories were purchased for Productronica. The 

objective was to enable visitors that searched the online and printed show directories to 

find our company and booth information to match their various needs or interests. 

AT-SHOW 

Asymtek’s logo stood out in the Visitor Guide to locate us easier in the large tradeshow: 


Innovation Guide: A compact guide to Productronica innovations at the 2009 fair was 

available to visitors at the tradeshow. We used the format as another technique to 

promote our new patented technology, “CPJ+”, as more proof that we are the preferred 

solutions provider (Objective 7). 

Prior to the tradeshow, the Innovation Guide showcased the fair highlights online. At the 

show, the Innovations selected were on exhibit in the main lobby entrance of the Expo 

Center building: 

Press interviews: Using a technique identified in Session 31202: “Realizing your Public 

Relations Potential”, visits in our booth with trade publication editors were scheduled 

with the proper company spokespersons. 

These interviews were an essential method to accomplish the objectives as learned in 

Session 31504: “Integrated Promotional Programs” - to showcase Nordson ASYMTEK’s 

technical expertise, create awareness / image for our company / products, and highlight 

our new products and solutions along with our own objective for publicity (Objective 8). 

There were 13 meetings with editors fulfilled at the tradeshow, plus one video shoot, 

together gaining exposure to a total of 17 individual trade publications, and resulting in 4 

articles published after the show. 


Live Product Demos in the Booth: According to Session 31504: “Integrated Promotional 

Programs”, we were on track to meet objectives that demonstrated new technology and 

improvements, and promoted positive product and service trends with the live product 

demonstrations in the booth. As the most important element to our exhibiting at 

tradeshows, this program was the backbone for accomplishing several of our objectives, 

such as introducing new products, demonstrating technical expertise, and proving to our 

customers that we are the preferred solution provider (Objectives 5 – 7). 

As suggested in Session 413: “Thinking Outside the Hall”, assigning objectives to 

individuals will help uncover opportunities. With an experienced technical engineering 

staff, and sufficient planning before the tradeshow, we had machines operating four 

applications and new product displays to interact with the attendees (Objective 4). 

Lead Retrieval Survey: A detailed lead form for surveying each visitor to the booth 

provided the most measurable objective to capture specific customer information that 

enabled proper post-show follow-up (Objectives 1 – 3). The data gathered on the form 

was invaluable to measure our tradeshow results, industry and market trends, and 

provide for future tradeshow plans. These results are explained fully in the next section, 

MANAGEMENT OF RESULTS REPORTING. 

Along with customer contact information, the form reported their current practices and 

applications and needs for improvement. A rating was also assigned on the form to 

track the quality of the lead as to the urgency or ability for a project as portrayed during 

the on-site visit. (*Please see “Lead Form in Appendix, page 53). 

Giveaways: We had two types of giveaways – standard and premium: 

1) Using an inexpensive pen provided a means to introduce new branding 

(Objective 10), with a low cost item displaying the new Nordson ASYMTEK logo 

that was to be distributed freely among the booth visitors. 

2) As emphasized in Session 31504: “Integrated Promotional Programs”, we also 

had flash drives as a perceived higher quality item to hand-out at the discretion of 

the sales person to their select customers. 

Graphics/Posters/Videos: Large flat screen monitors were placed next to most products 

to serve as “signage in motion”, communicating features and benefits messages along 

with video clips of applications that run on the machines. In the past, German language 

translations were added to the messaging in the booth. After evaluating the 


inconsistencies this would have portrayed in the shared Productronica 2009 booth, we 

decided to continue with English only. 

As learned in Session 61702: “Show-Stopping Graphics – And How To Get Them”, a lot 

of copy on tradeshow graphics rarely, if ever, gets read. Since the video screens were 

already providing ample messages, I chose to have especially simple graphics to 

complement the booth. 

There was one sign needed for a 

machine that did not have a video 

monitor and was inside the booth, 

away from the aisle. 

The straightforward graphic to the 

right was designed to state a quick 

and clear message of the demo 

that was going on and attract 

attention for visitors to approach 

and see more. 

Wall sign above the DispenseMate® demo 

Another opportunity occurred when Nordson ASYMTEK partnered with Dymax 

Corporation to provide the fluid material that was being dispensed on our machine. We 

took advantage of a cross-promotion technique by making the following signs for each 

company to drive traffic to each other’s booths: 

Referral Sign for Asymtek’s booth 

Referral Sign for Dymax’s booth 


Using some ideas noted after taking Session 31104: “Identity Marketing: The Power of 

Branding Messages”, I put “larger than life” images in the hospitality and reception 

areas of the booth to serve as decorative wall graphics and coincide with our image: 

Asymtek’s Dispensing close-up 

Asymtek’s Coating close-up 

The largest wall graphic in the booth (at 90cm high x 250cm wide) was developed to 

challenge the claims of a competitor at the tradeshow and prove the longevity of our 

technology and industry presence: 

This “Product Release Timeline” graphic was sent to Productronic magazine after the show to 

be published in the anniversary issue, providing publicity (Objective 8). 


Customer Appreciation Party: As in past years, we participated in an after-hours party 

to enhance relationships. Mainly hosted by our distributor exhibiting across from us, the 

party in 2009 was held on the second night of the tradeshow from 6 pm until 10 pm. Our 

distributor supplied the band, the Bavarian beer, and some other refreshments. Nordson 

ASYMTEK shared a portion of the costs and provided the invitations. 

These invitations complimented the eVite and were printed for distribution at the show: 

POST-SHOW: 

The size was purposely made to fit 4 

copies to one standard sheet of paper 

to cut down on printing cost. 

Lead follow-up communications: Electronic follow-up (thank you) emails sent to the 

leads would include links to download brochures from our website and contact 

information for a local representative in their area. The qualified leads from 

Productronica 2009 also received personal contact from their regional sales manager or 

local distributor. Of the 178 reported visitors to the booth, (165 qualified), there were 54 

that resulted in upgrading from lead to contact status. 

Post-show Demo Feedback: Demonstrating new technology and improvements and 

promoting positive perception of our brand are critical to the success of a tradeshow. An 

internal survey was sent to Nordson ASYMTEK engineering and sales staff in Europe to 

capture feedback on the benefit of each of the 10 demos or displays that were in the 

booth. The overall results communicated back for these 10 were: 

‣ Good = 4 ‣ Needs Improvement = 3 

‣ Fair = 2 ‣ Needs Improvement or is not useful = 1. 

These results and the comments would be considered along with the customer surveys 

in the planning of future tradeshows. 


Review of Nordson ASYMTEK’s integrated marketing communications: 

Communicaton 

Method Chosen 

Electronic 

Mailers 

Objective 

rationale for 

choice 

Inexpensive 

audience reach 

Targeted 

Audience 

Customer base; 

especially Europe 

Measurements 

Lead count 

Results 

178 visitors to 

our booth, down 

50% from 2007 

Ties to 

which 

objective 

in 

Section 

3: 

1 

e‐guest tickets 

Goodwill, drive 

traffic to booth 

Customer base; 

especially Europe 

No. 

redemptions 

48 visitors 

redeemed 

vs. 31 in 2007 

1; 4 

Press Releases 

Tie Company 

news with show 

Global reach to 

press and readers 

Publicity 

received 

3 picked up: A 

new patented 

technology, new 

product, and 

new branding 

7; 8 

Show Directory 

(Pre‐show and 

At‐show) 

Help attendees 

to select our 

booth to visit 

All potential 

attendees 

Lead count 

178 visitors to 

our booth 

1; 8 

Innovation Guide 

Stand out, Show 

technology, 

drive traffic 

All potential 

attendees 

Acceptance and 

Exposure by 

show organizer 

Showcased on 

display in the 

Expo lobby 

7; 8 

Lead Survey 

Forms 

At‐show Live 

Product Demos 

in Booth 

Face‐to‐face 

Networking and 

Meetings 

Most important 

to capture data 

on visitors 

Showcase 

technical 

expertise and 

prove superior 

performance 

Retain customer 

relationships 

Visitors to the 

booth 


booth 


booth 

Product 

interests and 

needs 

Product 

interest 

captured in 

Lead ratings 

No. meetings 

that took place 

Qualified 165 of 

178 leads, with 

~20% identified 

as hot leads 

Identified 

application 

interests on 68 

leads 

No meeting 

room to see a 

schedule for a 

count 

1; 2; 3 

5; 6; 7 

4 

Press Interviews 

at the booth 

Publicity, image 

awareness and 

market viability 

Editors of trade 

publications 

Press visits to 

our booth 

13 meetings & 1 

video covered 17 

magazines 

8 

Giveaways – 

New logo pens 

Introduce new 

branding 


booth 

Amount given 

away 

Gave away all 

new logo pens 

8; 10 


MANAGEMENT OF RESULTS REPORTING 

Nordson ASYMTEK’s overall tradeshow marketing strategy is to showcase products 

and technologies to specific audiences and prove to our customers that we are the 

preferred solutions provider. This is accomplished through various elements as listed in 

Section 3 - MEASURABLE OBJECTIVES. 

Measuring Tradeshow Objectives: 

As mentioned earlier, our company did not traditionally set qualitative goals to measure 

the success of each objective specifically. Based on what I have learned through the 

CTSM program and while writing this portfolio, I will be able to help improve this 

process. However there were measurement programs that did exist, and these enabled 

the reporting of some qualitative results for Productronica 2009. 

These measurement programs were designed around our company objectives for 

participating in tradeshows as learned in Session 20501: “What’s Your Show Worth 

Proven Tools for Measuring Show Results” and will be reviewed in more detail in this 

section to discuss lead capture (Objectives 1 – 3) and cost reporting (Objective 11). 

Other objectives to Nordson ASYMTEK’s exhibiting at tradeshows that were not 

measured in qualitative terms yet were still considered successful to ROO included 

face-to-face networking and meetings (Objective 4), and public relations surrounding 

the tradeshow (Objective 8). We could value the success of PR surrounding the 

tradeshow by the press visits. With 13 meetings with editors fulfilled at the tradeshow, 

plus one video shoot, together we gained exposure to a total of 17 individual trade 

publications, and resulting in 4 articles published after the show. 

Introduction of new products (Objective 5) and to prove to our customers that we are the 

preferred solutions provider (Objective 7), were also accomplished through the trade 

publication exposure and through the press releases picked-up on the Business Wires. 

The Innovation Guide that was placed on display in the lobby of the Expo Center was 

also a measure of the success of these objectives. 

In addition, the product demonstrations and displays backed by an experienced 

technical engineering staff in the booth reinforced the success of promoting our new 

products, proved our technical expertise, and provided the live demonstrations onsite 

(Objective 6). 

Turning the subject back to those quantitative measurement programs that were in 

place, the following discussions will focus on the successes and the tools that were 


used for reporting results to management on the Productronica 2009 tradeshow, 

including the cost reporting and the customer relationship management system (CRM). 

Productronica 2009 Results per the CRM system: 

All information from leads and surveys captured at the tradeshow was input into the 

CRM system that we use called salesforce.com. The CRM system could then provide 

the data that would measure the success of Objectives 1 - 3: 

1) Number of leads 

2) Quality of leads 

3) Customer application needs and product interests 

Also measured are customer demographics; leads that turn into opportunities and the 

monetary amount of closed sales, and budget and actual cost totals. 

As a result of the economic downturn, there was about a 50% drop in visitors to our 

booth in 2009 compared to 2007. Besides having fewer travelers to the tradeshow, 

another factor in comparing to the past show might have been the extensive product 

launch that we had promoted in 2007 which drove additional traffic to our booth. 

In all there were 178 collected surveys from Productronica 2009, of which 165 were 

qualified and recorded in the CRM system. 

This data was analyzed through the salesforce.com system providing results such as 

the visitors’ industry, applications focus, territory demographic, and lead ranking as 

displayed in some examples of dashboard charts below. 

Chart showed ~20% identified as hot leads 

Leads per regional sales manager territory 


Application interests help target future focus: 

Interests in certain products helped with follow-up after the tradeshow: 

In addition to the measurements above, as time passed, the salesforce.com CRM 

system could provide the results of how many leads end up to be sales opportunities, 

and then the monetary value of opportunities won (turned into sales). 

Following are the summaries of some results reported out of salesforce.com in 

November 2010, one year after Productronica 2009. (*The salesforce.com reports can 

be found in Appendix, page 54 - 55). 


• The Productronica 2009 campaign report showed that 54 of the 165 qualified leads 

from the tradeshow were converted to contacts and 14 to sales opportunities with a 

value of $1,321.008. Of these opportunities, 3 sales are reported as won with a 

value of $384K. 

• A similar reporting was tied to the eVite campaign which resulted in 10 leads from 

the eVites being converted to contacts and 8 converted to sales opportunities worth 

$525K, one of which was won for a value of $65K. 

• When added together, the above two campaigns reported a combined $449K in 

opportunities won related to the Productronica 2009 tradeshow. 

The investment (or Detail Reporting of Costs as discussed next) was $85K. 

Using the calculations learned in Session 20501: “What’s Your Show Worth Proven 

Tools for Measuring Show Results”, this resulted in a Sales Objectives Value of $364K 

(revenue less investment). 

The Rate of Return (ROR) or Return on Investment (ROI) result was 428%. 

Considering a sales cycle that can occur over a span of years, the true ROI and 

monetary value of the event would continue to increase as more sales tied to the 

tradeshow campaigns are closed. 

Productronica 2009 Results per Cost Reporting: 

An objective specific to the Productronica 2009 tradeshow was to concentrate on saving 

costs during an economic downturn (Objective 11). 

As mentioned in the previous discussion of sales reporting, the Productronica 2009 

tradeshow with a cost reporting of $85K was more than paid for by opportunities won by 

Nordson ASYMTEK as a result of the tradeshow. 


According to the “Detail Reporting of Costs” expense analysis that I prepared on the 

next page, the cost of Nordson ASYMTEK’s exhibiting at Productronica 2009 was 

reduced by 47.5% from the 2007 tradeshow: 

2007: $162K 

2009: $ 85K 

Total = $76,942 reduction 

In addition, the results came in under budget by 15%: 

Budget: $100K 

Actual: $ 85K 

Total = $14,908 under budget 

As described earlier in the portfolio in section 4, MANAGEMENT OF EXHIBIT 

DESIGN/PRODUCTION, there were other cost details such as booth build components 

that were reported to management separately, as I managed the exhibit production for 

the numerous Nordson companies. 

Consequently, sharing of the booth was a large contributor to the reduction in costs for 

Nordson ASYMTEK. A significantly smaller share of the booth space in 2009 (40% of 

150 sqm) compared to 2007 (74% of 168 sqm) had the greatest impact on savings. 

Also, and as described in detail in section 4, the reporting pinpointed some additional 

areas of significant cost savings from 2007 specifically in travel, hospitality and catering, 

and freight. 

Ultimately, the result of this reporting was undeniably that the objective was achieved to 

concentrate on saving costs during an economic downturn. 


Nordson ASYMTEK 

ACTUALS BUDGET ACTUALS 

Productronica 2009 Productronica 2009 Productronica 2007 

Detail Reporting of Costs Using Exch Rate =1.48 Using Exch Rate =1.45 Using Exch Rate =1.25 

40% share of 150 sqm share of 150 sqm 74% share of 168 sqm 

7 pp, 4 machines 14 pp, 8 machines 

General Tvl. $ 2,045 $ - $ 724 

Car Rental $ - 

Mileage/Taxi/Shuttles $ 2,508 $ 1,400 $ - 

Meals $ 534 $ 2,100 $ 768 

Airfare $ 1,121 $ 2,800 $ 2,883 

Hotels $ 10,970 $ 11,890 $ 18,936 

Total T&E $ 17,178 $ 18,190 $ 23,311 

Booth Hospitality/Catering / Party $ 2,269 $ 3,625 $ 4,301 

Meeting Room and lunch at Novotel $ - $ 1,531 

Tools & Supplies; Shirts and Name tags $ 2,482 $ 7,200 $ 7,050 

Placing Ads, Showguides, Sponsorships $ 5,995 $ 5,584 $ 4,664 

Exhibitor, parking and guest passes $ 1,003 $ 1,200 $ 2,228 

Air and Electric $ 2,889 $ 3,000 $ 3,648 

Other Services - Internet $ 551 $ 1,000 $ 841 

Furniture and AV Rental $ 2,040 $ - $ 1,390 

Other Services - Rigging, TRUSS w/elec $ 2,756 $ 5,000 $ 4,251 

Freight (paid $4004 in USD) $ 3,700 $ 7,000 $ 14,897 

Booth Space $ 21,276 $ 22,179 $ 36,649 

Custom Booth rental (paid in USD) $ 21,105 $ 25,000 $ 55,946 

Graphics (paid in USD) $ 1,827 $ 1,000 $ 1,579 

5-10% reserve for overruns/outstanding incl $ (273) 

Total Other Tradeshow Expenses $ 67,893 $ 81,788 $ 138,701 

Total (with conversion rates) $ 85,070 $ 99,978 $ 162,012 


CONCLUSION: 

Nordson ASYMTEK’s event marketing strategy aligns with overall company objectives 

to offer technologically superior products and the best technical support to customers 

worldwide, and to consistently provide innovative, quality solutions that exceed 

customers' needs and expectations in dispensing technologies. 

These messages are effectively expressed to the public through tradeshows backed by 

face-to-face meetings and product demonstrations. This has been the position behind 

all the methods and techniques that have been discussed throughout this portfolio. 

Summary: 

Working through this portfolio has helped me accomplish a useful and comprehensive 

review of our event marketing program, and provide a means to share with others to 

show what we are doing well and where we can make some improvements. 

Considering that the Productronica 2009 tradeshow did not occur in the best of times for 

our company, industry, or global economy; this portfolio reveals that we were still able to 

pull off our objectives. There were some needs for improvement exposed as well, 

including the setting of pre-show goals, some changes to make on demos and displays, 

and more complete customer surveys for even better data capture and follow-up. 

Plans for Future Development: 

As the Nordson companies align more closely to exhibit together and share branding, I 

will sponsor the recommendation to obtain a clear branding message to improve the 

synergy. Some central message to tie us together is important to provide clarification to 

customers and tradeshow attendees, and work together towards the same objectives. 

As learned in Session 427: “Make the Most of Your Event”, knowing your brand may 

seem obvious but it is a key component to the success of our events. Understanding 

our brand and the direction in which our company is taking it, will enable me to be a part 

of it and increase brand recognition. 

Tradeshow Marketing is serious business, costly and effective. Being a part of the 

profession, it was important to me to graduate and obtain certification, to endorse the 

support of my company as a whole and show we are serious and invest in our program. 

Tracey Schropp 

Candidate, Certified Trade Show Marketer (CTSM) 


REFERENCES: 

Although all 30 sessions that I had completed during my CTSM training were reviewed, 

the following have been referenced as they were the most relevant to the discussions 

throughout this portfolio: 

Session 20101: “The Power of Tradeshows” 

Session 30801: “Business Marketing Strategies and Tradeshows” 

Session 20401: “The Basics of Event Marketing” 

Session 61902: “Exhibit Design – From Concept to Creation” 

Session 31104: “Identity Marketing: The Power of Branding Messages” 

Session 31302: “The Basics of Booth Selling” 

Session 61902: “Exhibit Design – From Concept to Creation” 

Session 72001/72101: “Global Exhibiting: An Introductory Overview” 

Session 31504: “Integrated Promotional Programs” 

Session 31202: “Realizing your Public Relations Potential” 

Session 413: “Thinking Outside the Hall” 

Session 61702: “Show-Stopping Graphics – And How To Get Them” 

Session 20501: “What’s Your Show Worth Proven Tools for Measuring Show 

Results” 

Session 427: “Make the Most of Your Event” 


Worldwide Trade Show Schedule 


Month Show Name Show Type Location Region 

Principal Exhibitor 

(co‐exhibitor) 

Jan Pan Pacific Electronics Assy Big Island, Hawaii Americas Asymtek 

Jan InterNepcon Electronics Assy Tokyo, JAPAN Japan Asymtek 

Jan Lighting Japan LED Tokyo, JAPAN Japan Asymtek 

Mar National Electronics week Electronics Assy 

Johannesburg, 

South Africa Europe Techmet (Asymtek) 

Mar Semicon China Semiconductor Shanghai, China China 

Asymtek w/ March, 

Dage 

Mar Amper Electronics Assy 

Prague, Czech 

Republic Europe Amtest (Asymtek) 

April National Electronics Week Electronics Assy Birmingham, UK Europe APP (Asymtek) 

Scandinavian Elect Event 

Stockholm, 

Apr (S.E.E) 

Electronics Assy Sweden Europe Cyncrona (Asymtek) 

Apr Intl Printed Circuit (IPC) APEX Electronics Assy Las Vegas, NV Americas Asymtek 

Apr Expo Electronica Electronics Assy Moscow, Russia Europe Ostec (Asymtek) 

Surface Mount Technology 

Nuremberg, 

May (SMT) Nuremberg 

Electronics Assy GERMANY Europe SmartTec (Asymtek) 

May Nepcon China Electronics Assy Shanghai, China China 

Asymtek, Yestech Dage, 

EFD 

May 

Biennial International 

Automation (BIAS) Electronics Assy Milan, Italy Europe Selettra (Asymtek) 

Jun 

Intl Microelectronics 

Packaging (IMAPS) Nordic Electronics Assy 

Gothenburg, 

Sweden Europe Cyncrona (Asymtek) 

Jun Elektro Electronics Assy Moscow, Russia Europe Ostec (Asymtek) 

Jun 

Photonics Festival/LED 

Lighting Taiwan LED Taipai, Taiwan Taiwan Asymtek 

Jun Semicon Russia Semiconductor Moscow, Russia Europe Ostec (Asymtek) 

Jun Nepcon Malaysia Electronics Assy Pisa, Penang SEA Transtec (Asymtek) 

Jun Nepcon Thailand Electronics Assy 

Bangkok, 

Thailand SEA Transtec (Asymtek) 

Jul Semicon West Semiconductor 

San Francisco, 

CA Americas 

Asymtek w/ March, 

Dage 

Aug Nepcon South China Electronics Assy Shenzhen, CHINA China 

Sep Semicon Taiwan Semiconductor Taipai, Taiwan Taiwan 

Sep 

Asymtek, Yestech, 

Dage, EFD 

Premtek (Asymtek & 

March) 

Elec Mfg Printed Circuit 

(EMPC) Electronics Assy Brighton, UK Europe APP (Asymtek) 

Sep electronicIndia Electronics Assy New Delhi, India SEA Transtec (Asymtek) 

Sep Electronics Trade Fair Electronics Assy Denmark Europe Nordic SMT (Asymtek) 

Oct Aerospace Testing 

Electronics Assy 

Moscow Europe Ostec (Asymtek) 

Oct Matelec Electronics Assy Madrid, Spain Europe 

AB Electronics 

(Asymtek,Yestech,Dage) 

Oct Nepcon Vietnam Electronics Assy 

Ho Chi Minh, 

Vietnam SEA Transtec (Asymtek) 

Oct 

Surface Mount Tech Intl 

(SMTAI) Electronics Assy Fort Worth, TX Americas 

Asymtek. Yestech, 

Dage, EFD 

Nov Chip Expo Semiconductor Moscow Europe Ostec (Asymtek) 

Asymtek, Yestech, 

Nov Productronica Electronics Assy Munich, Germany Europe Dage, EFD, March 



Nordson MARCH 


Principal 

Exhibitor 


Feb SEMICON Korea Semiconductor Seoul, KOREA Korea Yang (March) 

Mar 

IMAPS Device Packaging 

(IMAPS) Exhibition 

Semiconductor 

Mar SEMICON China Semiconductor 

Medical/Life 

Mar MEDTEC Stuttgart Sciences 

Apr IPC APEX Expo PCB 

Apr 

MEDTEC UK 

Scottsdale, AZ, 

USA 

Shanghai, 

CHINA 

Stuttgart, 

GERMANY 

Las Vegas, NV, 

USA 

Americas 

China 

Europe 

Americas 

Medical/Life 

Sciences Birmingham, UK Europe 

May SEMICON Singapore Semiconductor SINGAPORE 

Jun 

Jun 

Singapore, 

SEA 

Japan Printed Circuit 

(JPCA) PCB Tokyo, JAPAN Japan 

Surface Mount 

Technology 

(SMT) Nuremberg 

Electronics Assy 

Jun NEPCON Malaysia Electronics Assy 

Jul SEMICON West Semiconductor 

Chalman 

(March) 

March w/ 

Asymtek, Dage 

Distributor 

(March) 

Technica 

(March) 

Distributor 

(March) 

DNIV (March) 

Nippo 

Electronics 

(March) 

Nuremberg, 

GERMANY Europe Quasys (March) 

Penang, 

MALAYSIA 

San Francisco, 

CA, USA 

Singapore, 

SEA 

Americas 

DNIV (March) 

March w/ 

Asymtek, Dage 

Sep SEMICON Taiwan Semiconductor Taipei, TAIWAN Taiwan Premtek (March) 

Sep MEDTEC Ireland 

Medical/Life 

Sciences 

Galway, 

IRELAND Europe 

Distributor 

(March) 

Oct SEMICON Europa Semiconductor 

Stuttgart, 

GERMANY Europe Quasys (March) 

Oct TPCA PCB Taipei, TAIWAN Taiwan Premtek (March) 

Nov 

Dec 

Productronica 

Hong Kong Printed 

Circuit (HKPCA) 

PCB, Electronics 

Assy Germany Germany 

PCB 

March and 

Quasys 

Hong Kong, 

CHINA China March 

Dec SEMICON Japan Semiconductor Chiba, JAPAN Japan Nippo (March) 



Nordson YESTECH 


Feb 

May 

Apr 

Apr 

May 

May 

May 

June 

June 

Aug 

Sept 

Sept 

Oct 

Oct 

Nov 

Nov 

Componex Nepcon 

India 

Nepcon China 

Expo Electronica 

Intl Printed Circuit 

(IPC) APEX 

Nepcon Vietnam 

Natil Electronics 

Week 

Surface Mount Tech 

(SMT) Nuremberg 

Nepcon Thailand 

Nepcon Malaysia 

Nepcon South China 

Globaltronics 

Electronic India 

Matelec 

Surface Mount Tech 

Intl (SMTAI) 

Productronica 

Intl Microelectronics 

Packaging (IMAPS) 

Principal 

Exhibitor 


Electronics 

Assy New Delhi, India SEA Q-Max (Yestech) 

Electronics 

Assy Shanghai, China China 

Yestech Dage, 

Asymtek, EFD 

Electronics 

Assy Moscow, Russia Europe Dipaul (Yestech) 

Electronics 

Assy Las Vegas, NV Americas Yestech 

Electronics 

Assy 

Ho Chi Minh, 

Vietnam SEA DNIV (Yestech) 

Electronics 

Assy Birmingham UK Europe Yestech 

Electronics 

Assy 

Electronics 

Assy 

Nuremberg, 

Germany Europe Yestech 

Bangkok, 

Thailand SEA DNIV (Yestech) 

Electronics 

Assy Penang, Malaysia SEA DNIV (Yestech) 

Electronics 

Yestech, Dage, 

Assy Shenzhen, China China Asymtek, EFD 

Electronics 

Assy Singapore SEA DNIV (Yestech) 

Electronics 

Assy Bangalore, India SEA Q-Max (Yestech) 

Electronics 

Assy Madrid, Spain Europe 

AB Electronics 

(Asymtek, 

YEStech, Dage) 

Electronics 

Assy Orlando, FL Americas Yestech 

Electronics 

Assy Munich, Germany Europe 

Yestech, Dage, 

Asymtek, EFD, 

March 

Electronics 

Assy Raleigh, NC Americas Yestech 


Productronica 2009 allocation planning 

– Initial proposal at 192 sqm & €125,000 

2009 Rough Cost Estimates: 

USD 

Euros 

45,888 Raw stand space 

600 Co‐exhibitors Listings 

66,667 Booth construction: meeting room, storage, signage, truss 

5,000 Truss lighting and hanging 

3,000 Electric* 

1,600 AIR** Mainly Asymtek and EFD, Not YESTech 

700 Internet 

€123,455 

$182,250 €125,000 Estimated costs to split = 120K ‐ 130K, say 125K Euros 


Space Requirement Estimates: 

EFD 

Sqm 

Asymtek EFD 

Picodos 

tec YESTech meters Description 

36 36 YESTech machines (4) 

18 18 Picodostec corner 

36 36 EFD equip tables corner 

36 36 

Asymtek machines and 

Video, Displays (4 spots) 

Common areas to share: 

4.5 4.5 4.5 4.5 18 Storage and Utility room 

6.75 6.75 6.75 6.75 27 Meeting rooms (3) 

4.25 4.25 4.25 4.25 17 Open seating / hospitality 

2 2 4 Reception 

Total sqm 

per Co. 53.5 51.5 33.5 53.5 192 16m x 12m total stand 

28% 27% 17% 28% 100% Calculated Percentage 

Split of 

125,000 

Euros € 34,831 € 33,529 €21,810 €34,831 € 125,000 

USD using 

1.35 rate $ 47,021 $45,264 $29,443 $47,021 $168,750 

$878.91 

per sqm 

Total for booth space, 

custom rental and build, 

lighting and major signage 

only.* 


Productronica 2009 allocation planning 

– Final at 150 sqm & €125,000 and comparison to 2007 

2007 

Actual 

(168 sqm) 

Cost Estimates: 

2009 

USD 

(150 sqm) 

2009 

Euros 

(150 sqm) 

39,144 35,850 Raw stand space 

200 400 Co‐exhibitors Listings 

55,526 35,000 Booth construction: meeting room, storage, signage, truss 

4,596 5,000 Truss lighting and hanging 

1,956 2,500 Electric* 

2,038 1,600 AIR** Mainly Asymtek and EFD, Not YESTech 

673 700 Internet 

€104,133 €81,050 

$140,580 $114,075 €84,500 Estimated costs to split = 81K ‐ 88K, say 84.5K Euros 


Space Requirements: 

EFD 

Sqm 

Asymtek EFD 

Picodos 

tec YESTech meters Description 

36 36 YESTech machines (4) 

0 

30 30 EFD equip tables corner 

36 36 

Asymtek machines and 

Video, Displays (4 spots) 

Common areas to share: 

6 6 6 18 Storage and Utility room 

0 Meeting rooms 

18 0 8 26 Open seating / hospitality 

4 0 4 Reception 

Total sqm 

per Co. 64 36 50 150 15m x 10m total stand 

42.7% 24% 0% 33.3% 100% Calculated Percentage 

Split of 

125,000 

Euros € 36,053 € 20,280 €28,167 € 84,500 

USD using 

1.35 rate $ 48,672 $27,378 $38,025 $114,075 

$760.50 

per sqm 

Total for booth space, 

custom rental and build, 

lighting and major signage 

only.* 



Detail Reporting of Costs 

ACTUALS BUDGET ACTUALS 

Productronica 2009 Productronica 2009 Productronica 2007 

Using Exch Rate Using Exch Rate Using Exch Rate 

=1.48 

=1.45 

=1.25 

40% share of 150 sqm share of 150 sqm 74% share of 168 sqm 

7 pp, 4 machines 14 pp, 8 machines 

General Tvl. $ 2,045 $ - $ 724 

Car Rental $ - 

Mileage/Taxi/Shuttles $ 2,508 $ 1,400 $ - 

Meals $ 534 $ 2,100 $ 768 

Airfare $ 1,121 $ 2,800 $ 2,883 

Hotels $ 10,970 $ 11,890 $ 18,936 

Total T&E $ 17,178 $ 18,190 $ 23,311 

Booth Hospitality/Catering / Party $ 2,269 $ 3,625 $ 4,301 

Meeting Room and lunch at Novotel $ - $ 1,531 

Tools & Supplies; Shirts and Name tags $ 2,482 $ 7,200 $ 7,050 

Placing Ads, Showguides, 

Sponsorships $ 5,995 $ 5,584 $ 4,664 

Exhibitor, parking and guest passes $ 1,003 $ 1,200 $ 2,228 

Air and Electric $ 2,889 $ 3,000 $ 3,648 

Other Services - Internet $ 551 $ 1,000 $ 841 

Furniture and AV Rental $ 2,040 $ - $ 1,390 

Other Services - Rigging, TRUSS w/elec $ 2,756 $ 5,000 $ 4,251 

Freight (paid $4004 in USD) $ 3,700 $ 7,000 $ 14,897 

Booth Space $ 21,276 $ 22,179 $ 36,649 

Custom Booth rental (paid in USD) $ 21,105 $ 25,000 $ 55,946 

Graphics (paid in USD) $ 1,827 $ 1,000 $ 1,579 

5-10% reserve for overruns/outstanding incl $ (273) 

Total Other Tradeshow Expenses $ 67,893 $ 81,788 $ 138,701 

Total (with conversion rates) $ 85,070 $ 99,978 $ 162,012 


FOR RELEASE: Immediately 

CONTACT: 

Roberta Foster-Smith 

+1.760.431.1919 Phone 

+ info@asymtek.com Email 



Carlsbad, CA 92010-6603 USA 

Visit Asymtek at Productronica Booth A2.339 

Asymtek’s Calibrated Process Jetting Reduces Process Variability 

and Ensures Consistent Dispensing Flow Rates 

Carlsbad, CA, USA – November 4, 2009 - Carlsbad, CA – November 4, 2009 – Nordson 

ASYMTEK, a leader in dispensing, coating, and jetting technologies, introduces patented CPJ+ 

(Calibrated Process Jetting Plus). CPJ+ reduces process variability to maintain a constant Takt 

time by ensuring consistent flow rates for applications such as underfill with tight keep-out zones 

and for sealing applications where uniform bondline thickness is critical. 

Using Asymtek’s proprietary Fluidmove ® for Windows ® XP (FmXP) software, integral electropneumatic 

regulators, and precision weigh scale, CPJ+ automatically compensates for both fluid 

viscosity changes over time as well as batch-to-batch variations. CPJ+ increases dispense 

accuracy for higher yields and ensures a highly repeatable process, minimizing setup-to-setup 

and line-to-line variation, while completely eliminating the need for operator interaction. 

CPJ+ makes set-up easy. The user simply enters key process parameters into the software. At 

programmed intervals, the dispenser measures the weight per dot and adjusts each jet to 

maintain a constant mass per part. Settings are recorded for traceability. Errors associated with 

operator adjustment are eliminated since the process is under machine control. 

Find out more about Asymtek’s jetting systems and CPJ+ technology at Productronica, Munich, 

Germany, November 10-13, 2009, Stand A2.399. 

About Nordson ASYMTEK 

Nordson ASYMTEK, a world leader in precision automated fluid dispensing, conformal coating, 

and jetting technologies, designs and manufactures a full line of dispensing and coating 

systems, supported by a global applications and service network. Recognized for its innovative 

equipment and excellent service, Asymtek continues to offer advanced dispensing solutions for 

a range of precision assembly processes. These include semiconductor packaging, printed 

circuit boards, LEDs, flat panel displays, medical and biotechnical devices, and solar and 


photovoltaic products. Asymtek is an ISO 9001:2000 certified company and has received 

numerous awards for its service excellence and product innovations. For more information, visit 

www.asymtek.com. 

About Nordson Corporation 

Nordson Corporation (Nasdaq: NDSN) is one of the world’s leading producers of precision 

dispensing equipment that applies adhesives, sealants, coatings and other materials to a broad 

range of consumer and industrial products during manufacturing operations. The company also 

manufactures equipment used in the testing and inspection of electronic components as well as 

technology-based systems for curing and surface treatment processes. Headquartered in 

Westlake, Ohio, Nordson has direct operations and sales support offices in more than 30 

countries. 

# # # 

For more information contact: 

Nordson ASYMTEK Headquarters: 


Tel: +1.760.431.1919 

Email: rfsmith@asymtek.com 

Agency Contact: 

Andrea Roberts 

A R Marketing, Inc. 

Tel: +1.858.451.8666 

Email: andrea@armarketinginc.com 

International Offices: 

Headquarters: 2762 Loker Ave. West, Carlsbad CA 92010 USA. Tel: +1 760 431 1919 www.asymtek.com 

China: +86 21 3866 9166 www.asymtek.com.cn 

Europe: +31 43 352 4466 

India: +91 44 4353 9024 

Japan: +81 3 5762 2801 www.asymtek.com/jp 

Korea: + 82 31 765 8337 www.asymtek.com/kr 

Southeast Asia: +65 6796 9514 

Taiwan: +886 2 2902 1860 



CONTACT: Roberta Foster-Smith 

+1.760.431.1919 Phone 





Visit Nordson ASYMTEK at Productronica Booth A2.339 

Asymtek Introduces The Precise Coat SC-400VCS Applicator for Conformal 

Coating 

• For a more consistent and repeatable coating operation 

Carlsbad, CA – November 10, 2009 – Nordson ASYMTEK, a leader in dispensing, coating, 

and jetting technologies, introduces the new Precise Coat SC-400VCS Jet Applicator for its 

conformal coating systems. Heat and re-circulation stabilize material viscosity and afford a 

consistent and repeatable coating operation. The fluid is siphoned into the system and pumped 

through the circuit lines. No air pressure is exerted at the reservoir; therefore, there is no risk of 

air absorption into the conformal coating material. The new jet also offers the ability to handle 

higher viscosities, depending on the temperature-viscosity curves of the material. 

The Precise Coat SC-400VCS, in combination with Nordson ASYMTEK's Film Coater SC-105, 

provides unmatched flexibility and precision coating capability. The Precise Coat SC-400 

features jetting action in a needle applicator. It is suitable for high selectivity and precise 

material deposition. The material delivery is controlled by adjusting the opening and closing of 

the fluid path at a very small pulse rate, enabling jetting of discrete individual dots or small lines. 

The Film Coater SC-105, with the non-atomized leaf shaped film pattern, offers high speed and 

sharp edge definition for selective coating applications. The Viscosity Control System (VCS) 

circuit on these applicators adds stability to compensate for ambient temperature variation. 

Siphoning of material eliminates air entrapment in the reservoir and fluid re-circulation ensures a 

consistent pattern in coating operations. Leveraging Nordson ASYMTEK's 14+ years of 

experience incorporating viscosity control systems on its conformal coating applicators, the new 

SC-400 VCS provides better stability and the consistency demanded for critical processes. The 

Precise Coat SC-400VCS is available for use on Asymtek’s Select Coat SL-940E and SL-941E 

conformal coating platforms. The VCS circuit system uses a CE/BASEEFA certified heater. 

Temperatures are set and controlled through the Easy Coat for Windows XP ® (ECXP) 


application program and can maintain a variation of ± 1.8 ºC from set-point at the applicator 

head. 


Nordson ASYMTEK, a world leader in precision automated fluid dispensing, conformal coating, and 

jetting technologies, designs and manufactures a full line of dispensing and coating systems, 

supported by a global applications and service network. Recognized for its innovative equipment and 

excellent service, Nordson ASYMTEK continues to offer advanced dispensing solutions for a range of 

precision assembly processes. These include semiconductor packaging, printed circuit boards, LEDs, 

flat panel displays, medical and biotechnical devices, and solar and photovoltaic products. Nordson 

ASYMTEK is an ISO 9001:2000 certified company and has received numerous awards for its service 

excellence and product innovations. For more information, visit www.asymtek.com. 


Nordson Corporation (Nasdaq: NDSN) is one of the world’s leading producers of precision dispensing 

equipment that applies adhesives, sealants, coatings and other materials to a broad range of consumer 

and industrial products during manufacturing operations. The company also manufactures equipment 

used in the testing and inspection of electronic components as well as technology-based systems for 

curing and surface treatment processes. Headquartered in Westlake, Ohio, Nordson has direct 

operations and sales support offices in more than 30 countries. 




Tel: +1.760.431.1919 


# # # 




Tel: +1.858.451.8666 





Europe: +31 43 352 4466 

India: +91 44 4353 9024 




Taiwan: +886 2 2902 1860 



CONTACT: Roberta Foster-Smith 

+1.760.431.1919 Phone 





Asymtek Changes its Brand Identity to Nordson ASYMTEK 

• Same high quality, technology innovation, products, location, and service 

Carlsbad, CA, USA – November 9, 2009 - Asymtek, a leader in dispensing, coating, and 

jetting technologies, announces that it will soon begin a process of refreshing its visual brand 

identity and be known as Nordson ASYMTEK. This modification is part of an initiative by its 

parent company, Nordson Corporation, to identify its businesses in the marketplace more 

clearly and consistently. All other aspects of what was formerly called "Asymtek" will remain the 

same. 

"While we may be changing our look, we are not changing the way we do business," said 

Nordson ASYMTEK president, John P. Byers. "Regardless of our visual identity, we remain the 

same strong organization that we have always been and will continue to provide the same 

outstanding products and high level of customer service that our customers have come to 

expect." 

The Nordson ASYMTEK identity changes will be phased in and are expected to be completed in 

18 months. The updated identity will include a new logo, new designs for marketing materials, 

and a name modification to Nordson ASYMTEK. Since 1996, Asymtek has been a proud part of 

the Nordson family of businesses. The new brand identity reflects this relationship and helps 

emphasize the network of global resources, capabilities, and financial strength that allow 

Nordson ASYMTEK to meet customer requirements. 

Link to image: http://www.asymtek.com/images/Nordson-Asymtek-Large.jpg 


Nordson ASYMTEK, a world leader in precision automated fluid dispensing, conformal coating, 

and jetting technologies, designs and manufactures a full line of dispensing and coating 

systems, supported by a global applications and service network. Recognized for its innovative 

equipment and excellent service, Nordson ASYMTEK continues to offer advanced dispensing 


solutions for a range of precision assembly processes. These include semiconductor packaging, 

printed circuit boards, LEDs, flat panel displays, medical and biotechnical devices, and solar 

and photovoltaic products. Nordson ASYMTEK is an ISO 9001:2000 certified company and has 

received numerous awards for its service excellence and product innovations. For more 

information, visit www.asymtek.com. 


Nordson Corporation (Nasdaq: NDSN) is one of the world’s leading producers of precision 

dispensing equipment that applies adhesives, sealants, coatings and other materials to a broad 

range of consumer and industrial products during manufacturing operations. The company also 

manufactures equipment used in the testing and inspection of electronic components as well as 

technology-based systems for curing and surface treatment processes. Headquartered in 

Westlake, Ohio, Nordson has direct operations and sales support offices in more than 30 

countries. 

# # # 




Tel: +1.760.431.1919 





Tel: +1.858.451.8666 





Europe: +31 43 352 4466 

India: +91 44 4353 9024 




Taiwan: +886 2 2902 1860

Tracey Schropp - Exhibitor Magazine

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