The theme for the 2016 Hurco Booth will be – “Race to Profitability with Hurco” – which connects our company to the Indianapolis racing heritage, and projects an image of speed, power, and precision in addition to leveraging our partnership with IndyCar team Ed Carpenter Racing. Our core mission is to make customers more profitable by minimizing programming/setup time. As one customer put it, “If my CNC ain't makin' chips, I'm not makin' money." A subliminal advantage of the theme is the ability to communicate that Hurco is an American company. And of course, we want our brand to be associated with excitement, fun, and the competitive spirit that our entrepreneurial customers possess.
PLEASE GO TO www.hurco.com/imts to see the customer facing web page that provides more detail about the machines, etc. We will use ability to update the website regularly and social media #HurcoIMTS2016 to keep everyone up to speed with Hurco IMTS news and events. This gives us flexibility.
INSIDE HURCO BOOTH S-8319 (above is an early rendering that gives the basic idea of our booth design)
Machines displayed in 4 quadrants
WE will have 8 control simulators (paired back to back) in each of the 4 quadrants
The simulators and blades have been redesigned and reskinned. Standing height. They have monitor attached for video content.
We built up this year – Mezzanine
The mezzanine deck structure will serve as a customer lounge on the top level and on the lower level, it will house two private meeting rooms with monitors for presentations, one back office and generous storage space. Booth staff and distributor partners should store any items inside the large storage facility that is the dividing wall between Hurco/Milltronics and Takumi as the break room is scaled down this year since we are utilizing lunch tickets to be used outside the booth at the exhibitor cafeteria.
In-Booth Technology Kiosks
Promo Items/Giveaway
Attire
The “pit crew” at the booth will wear white Hurco shirts this year that replicate the popular PRO shirts. These shirts are very similar to the ones the IndyCar pit crews wear in design and fabric. The Hurco Pit Crew team will wear black pants and have the option to wear black tennis shoes.
IndyCar teams wear Oakley pants, but any black pants as long as they’re not jeans are acceptable.
IndyCar over-the-wall pit crews wear Sparco or OMP shoes. The other members of IndyCar team can wear any kind of tennis shoes as long as they are black.
Executives/RSMs: See the excerpt from Scott Camloh's IMTS memo that addresses dress code for distributors and sales reps:
"To this, we will have a dress code for those distributor salespeople committed/scheduled to working the booth:
Those scheduled to work the booth will be displaying the HURCO (or TAKUMI) exhibitor badge, with their name. I suggest wearing a lanyard to hold the badge – that makes it reversible, so you can show the Hurco (or Takumi) badge on one side, and your own company badge on the other.
It is our preference that you be “empty-handed” – that is, please do not carry your ipad or tablet around the booth. There will be storage areas for your devices in the booth. We will provide small notepads for you, to take notes."
Hotel where Hurco and Takummi staff is staying: http://www.martplaza.com/
Gentlemen start your engines…THE RACE
Center stage will be a replica of the famed Indianapolis Motor Speedway (the Brickyard) complete with a blimp that will house a camera to record the action on the 90-inch video wall that is equipped to show two feeds of media simultaneously. Attendees will race Hurco branded RC cars around the track. The top 3 times each day will win prizes. The theme for the 2016 Hurco Booth will be – “Race to Profitability with Hurco” – which connects our company to the Indianapolis racing heritage, and projects an image of speed, power, and precision in addition to leveraging our partnership with IndyCar team Ed Carpenter Racing.
Connected to IndyCar and the fact that so many of our customers have family-owned businesses, we ordered the Josef Newgarden coloring book for parents to take back to their kids. We are adding a custom Hurco label to the front cover to brand them. These are limited in number, but we will distribute at the booth each day.
Outside the Booth – McCormick Place
Additive Conference
Hurco will exhibit at the Additive Manufacturing Conference at IMTS that will be held Tuesday and Wednesday. As a platinum sponsor, Hurco will be featured in the program guide, host the breakfast, have prominent signage, and a video that showcases the continuous innovation that is the foundation of the company, in addition to the exhibit at the conference.
IMTS-TV Sponsor
As the sponsor of IMTS-TV, the Hurco logo will be prominent on all IMTS-TV video screens that are strategically placed at each entrance of McCormick Place. Previously, Sandvik held this sponsorship.
Link to 20-second sponsorship spot
Information Kiosks
Throughout McCormick Place, there are interactive kiosks for attendees. The sponsorship allowed us to wrap the hard surfaces of the kiosk to promote our brand message and drive people to our booth.
HURCO VIP-ACCESS INDY Experience Package
We will also offer 5 VIP Access Indy Experience packages. The idea is to get people to Hurco HQ and to customize the events and dates for the people who win. Additionally, we can capture people who ARE NOT attending IMTS and keep them engaged by allowing them to enter the sweepstakes. These parameters will be announced when finalized. We don't want to make it too complicated, but the more content we can gather from entrants, the better off we will be.
The customizable VIP Access Indy Experience itinerary could include: tour of Hurco; Ed Carpenter Racing; John Force Racing; Colts complex; Colts game/IU or Purdue basketball game (again, depending upon dates and the winner’s interests and timing of visit); on-track experience at Indianapolis Motor Speedway; tour of IMS / museum; dinner at a nice restaurant…maybe in Speedway or downtown with key Hurco people; karting at Sarah Fisher’s Speedway karting track. Hurco will pay travel expenses (air fare if needed or mileage/rental car if winners are close; lodging for 2 nights; per diem for food and transportation while in Indy). We envision this as a guided VIP access tour of Indy, but we will design the experience around the winner keeping in mind the expense needs to capped. Another advantage Greg sees is the ability to incur expense FY2017 instead of adding it to IMTS. We will use verbiage from Lathe Sweepstakes drawing and Chipmaker Challenge in that only people who own a business or work in our industry can enter.
I am waiting to announce this as we plan the build-up to IMTS. There is a lot of noise out there right now and we need to target the right time, media, and message delivery to maximize reach by feeding new information strategically.
TAKUMI - THE North American Premiere of TAKUMI
Takumi will exhibit one machine from each of its 3 product lines. In addition to giveaways, Takumi has ordered VIP gifts for promising prospects. The booth space has been designed to replicate the showroom at Hurco headquarters in Indianapolis.
Machines & Demos
VC0852
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Demo: Power Drill Mold •Material P20 Mold Steel •Tooling Supplied by Millstar •Programmed using Delcam Powermill by Autodesk •PH Horn Tool Holders |
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•Ergonomic table simplifies setup •Spindle Chiller maximizes heat dissipation •Direct-coupled ballscrews increase accuracy
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VC11 Demo: Boring/Thread Milling/Form Cutting •Material Modular Iron 195-210 BNH •Allied Tooling / Kennametal Tooling |
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•Large box ways for rigid and heavy cutting •Spindle Chiller maximizes heat disipation •Direct-coupled ballscrews increase accuracy |
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Industry: Tool & Die |
H12
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Demo: Lizard Mold •Material P20 Mold Steel •Tooling Supplied by Millstar •Schunk Toolholders •Programmed using MasterCAM •Jergens OK-Vise Multi-Rail Working System |
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•BIG-PLUS® Spindles increase rigidity •Linear Scales ensure repeatability and accuracy •Roller-type rails on all axes add rigidity |
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Industry: Mold Making |
MILLTRONICS
THEME: Let's Reinvent
Debuting the ‘reinvented’ VM Series, 9000 CNC, new machine colors, reinvented brand image, etc.
Giveaways/prizes/promos—Milltronics branded cold water for handout. We will have some small promotional items but we aren’t advertising them (reserved for customers).
Machine promo to be announced.
During Show Advertising
In Booth
During Show Advertising
In Booth
