Interviews, Solution providers

Results matter most

Although participating in trade shows is an expensive exercise, the end result is what matters most, Dilip Kathuria, CEO of CDM Technologies and Solutions, tells Satyam Nagwekar

Dilip Kathuria’s CDM Technologies and Solutions had much to gain as BES Expo 2017 turned out to be a rousing success. In 2010, Kathuria started the organisation as a proprietorship firm, which was soon reconstituted as private limited company. At present, it is the national distributor for brands such as Newtek, Class X, Atomos, and Grass Valley, Edius, etc. Kathuria, who has been participating at the expo for six years now, shares his experiences.

What was the main objective of participating in BES Expo 2017?
BES Expo is the premier platform for us to showcase our products and solutions to all the officials from All India Radio (AIR), Doordarshan, and other government-run entities.

What were the new products that you showcased this year?
Among the new products showcased this year were Netia’s radio automation solutions; NewTek’s Tricaster (switching solution) and 3Play (sports productions); LiveU, ClassX’s graphics CG solutions; and Atomos’ portable 4K recorders.

Who was your target audience at the exhibition?
The target audience for CDM Technologies was mainly AIR and Doordarshan and educational institutes such as CEC, NCERT, and IGNOU where we have completed numerous installations. Even in this difficult economic environment, we are growing at a good rate even as many of our competitors struggle to stay afloat.

How important is it to train the booth staff in managing leads?
Training the booth staff is a key part of the exercise. There is no point participating in an event of this magnitude if we can’t leverage the leads. Our pre-sales and marketing staff received distinct training.

What is your post-show plan?
At this point, the plan is to concentrate on the leads that were generated at BES to convert them into possible orders or a concrete pipeline of orders.

How do you measure the return on investment at trade shows?
Taking part in shows is expensive but what matters most at the end of the day is the result. Participation in BES Expo has always been a worthwhile exercise for us.

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