Listening to customers time well spent

Interviews, Manufacturers


Craig Newbury, VP (sales) at Wohler, tells Satyam Nagwekar that the idea behind participating in BES Expo is to engage with customers on a one-on-one basis

Wohler Technologies started operations more than 30 years ago with the creation of the industry’s first in-rack audio monitoring product. The company highlighted its latest audio and video monitoring solution, the iAM-VIDEO-2-MPEG, alongside its full range of iAM Series monitoring and metering devices at BES Expo 2017. We caught up with Craig Newbury for a quick chat after the event.

What was the objective of participating in BES Expo 2017?

Wohler’s main objective at BES Expo 2017 was to engage with our customers on a one-on-one level with demonstrations of our new products and discuss their current and future development plans. We have been participating at the exhibition for many years now and the experience has always been positive.

Who was your target audience at the exhibition?
Wohler’s traditional markets are production, broadcast, and OB trucks. It is, therefore, important to ensure that the staff is able to properly identify needs and be able to guide customers toward a solution that meets their needs as closely as possible. Moreover, the company is expanding with a growing audience in the distribution space with our new compressed signal-monitoring solutions.

What were the new products that Wohler showcased at BES Expo 2017?
Wohler launched its new signal-monitoring range, the iAM Series, for the first time in India. All iAM Series products use small form-factor pluggable slots to enable simple adaptation of interfaces and a wide selection of signal I/O. This, in combination with other software-defined features, creates a smooth upgrade path to new and emerging audio protocols, such as Dante and AES67, as they become relevant to our customers.

What is your post-event plan of action?

We like to take the initiative after the show to visit our customers and partners at their own premises. Our follow up consists of demonstrations and presentations.

How do you measure the return on investment in trade shows?
The RoI in tradeshows is not always easy to quantify directly. I believe that all time spent talking, or better yet listening, to our customers is time very well invested.

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