It’s all about planning

If memory serves, outdoors was a crisp minus 25 degrees Celcius; the habit of writing “2011” was still tricky to break; resolutions were being obliged, and The Redpath Group, in North Bay, Ontario, was beginning preparations for 2012’s MINExpo trade show in Las Vegas.

January was when Redpath rolled up its sleeves to begin planning for this once-every-four-year global trade show of mining expertise.

As one show ends, another begins. Shortly after MINExpo 2008, the wheels were put in motion for 2012. As a veteran exhibitor at this particular show, Redpath registered booth space in June of 2010 and even then, compromised on its desired floor location because prime booth space was already booked!

The MINExpo organizing team is a seasoned one, and wise to facilitate a “get to know your trade show” workshop early on. Although Redpath is a veteran exhibitor at MINExpo, times do change, and it’s best to learn about any changes, suggestions and the like, ahead of schedule. These few information packed workshop days, in January 2012, on site in Las Vegas, were a valuable help in laying out a critical path to get from Point A, Northern Ontario; to Point B, the international mining stage nine months later.

One workshop speaker, in particular, continues to be embedded in Redpath’s planning. He stripped away all of the cushioning and safety nets many may have been clinging to, knowing the show was seemingly many moons away, with his booming voice declaring: “Start your planning. You have 282 Days. Get busy.” Identifying a deadline in terms of a matter of days certainly reality checks the planning process.

The layman’s impression of tradeshow preparations may read something like: a) pack up pop-up booth components; b) arrive at venue; c) spring booth components to life; d) greet delegates.

Fair enough, but not without pre-show discussion about what our show objectives are? What is our messaging? Who will staff our 600 square foot booth to best serve attending delegates? Who are our target prospects? What social opportunities will we facilitate? Attend? Is the show floor space dressed and appointed accordingly? Will we showcase any new equipment or service? (Yes! Redpath will showcase the newest member of the Redbore fleet on MINExpo’s show floor, the Redbore 30; a nimble and economical raise drill specifically built to make light work of box hole block caving projects).

Working from a concrete floor to a 20-foot ceiling of the Las Vegas Convention Centre, considerations for our three-day convention-centre abode include electrical connectivity, floor comfort (stand on a concrete floor for an entire day and you and your spine quickly earn an increased appreciation for the benefit of carpet underlay!) engineering guidelines, fire restrictions, move-in/move-out logistics, lighting, staff timetable, available collateral, branded merchandise, apparel, pre-arranged meetings, furnishings, media, workspaces and more.

Although Redpath’s marketing department is buzzing with MINExpo preparations, several other departments also play a role in the choreography of the tradeshow logistics including travel planning, accommodations, equipment mobilizations, cross-border considerations, in order to realize a successful end result.

Not all pre-show planning happens in the office. Redpath makes a conscious effort to publicize its MINExpo attendance by way of redpathmining.com; global print media, via Facebook and Twitter, extending invitations to meet and greet at booth 4665 (thank you very much!) and encourage delegates to strike up conversations.

And trade show efforts certainly don’t end once the lights are turned off after day three of the show either. There will be an aggressive effort made to follow up with interested parties and show leads once all staffers return home.

The Redpath Group is proudly continuing the celebrations of a milestone at MINExpo 2012 — its 50^th anniversary. This is a unique, well-earned accomplishment because Redpath is the only Canadian mine contracting company that has grown to service the global mine construction community for a half century.

With 50 years of mine contracting and engineering experience under Redpath’s belt, there will be an air of nostalgia; a reunion of sorts, at this year’s MINExpo in Las Vegas.

Past, present and future clients are most welcome to stop at Redpath’s exhibit; meet the international team representing Redpath’s global regional offices, and learn more about the new Redbore 30 raise drill. See you next month!

*Laura Piche is manager, global marketing, J.S. Redpath Limited, North Bay, ON.