Specialty Fabrics Review June 2021 - 30

pivot from printing graphics last year,
as trade shows and other signage
locations were shut down. " The
world of the commercial printing
industry was just flipped, " says Arkin.
" Many of those customers who may
not have dealt much in fabric at all
found themselves all of a sudden
asked to make face masks or cut face
shields. The good news is they had the
hardware in place ready to do it. "
Sustainable market?
The question after 2020, of course,
is how much of the PPE business
remains with those companies that
rose up to meet the challenge, no
matter how it might have disrupted
their normal operation.
" We weren't looking at ROI for
the new machines, " says Gilman.
" We were responding to a national
Zund America, a Milwaukee-based maker of cutting machines, was doing up to 10 demos
a week before the pandemic hit. It switched to doing live video demos to help customers
learn about its machines, such as this high-powered rotary tool for high-speed cutting of
textiles and composites.
medical emergency and trying to
keep our employees. "
Now the market is being " flooded "
by foreign PPE, and despite what
companies like Gilman did, he says,
With travel limited, equipment manufacturers
find new ways to communicate
D
oing business face-to-face is the tried-andtrue
way for buying and selling manufacturing
equipment. Trade shows and demos in the home
factory are especially valuable when you're selling
products that don't exactly fit in a briefcase.
That's all well and good-until a pandemic hits
and travel is shut down.
" We were doing five to 10 demos a week, " says
Andy Arkin, strategic account manager for Zund
America Inc. in Milwaukee, Wis. " How do you
accomplish that when nobody can travel? "
The lack of trade shows has been a big issue
as well. " Trade shows allow us to travel to the
customer efficiently and for them to be able to put
their hands on the machines to see what is a good
fit, " says Jeff Sponseller, executive vice president at
30 SPECIALTY FABRICS REVIEW / June 2021
Miller Weldmaster, which makes welding machines
in Navarre, Ohio. " Not having them has hurt. "
Still, he says, a quick pivot to live video meetings
and conferences-as bumpy as the introduction to
the technology for many might have been-seemed
to provide something of a substitute. " There are also
virtual demos, webinars, etc., " Sponseller says. " At the
same time, trade shows are always going to be critical
for us. We just may rethink some of how we do them
and what other ways there are to reach the customer. "
Arkin agrees. " The technology available today to
do live demos by video is amazing, " he says. " We're
now able to do it just as if you were physically there.
Coming out of the pandemic, I believe that more
than 50 percent of our demonstrations will be done
that way. It just saves so much time for everybody. "

Specialty Fabrics Review June 2021

Table of Contents for the Digital Edition of Specialty Fabrics Review June 2021

Specialty Fabrics Review June 2021 - Cover1
Specialty Fabrics Review June 2021 - Cover2
Specialty Fabrics Review June 2021 - 1
Specialty Fabrics Review June 2021 - 2
Specialty Fabrics Review June 2021 - 3
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Specialty Fabrics Review June 2021 - cover 3
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Specialty Fabrics Review June 2021 - Partnership ad
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