ProMat new exhibitors get ready to debut products, services and themselves

From introducing their company and its services and products to the market, to expanding their brand presence, ProMat exhibitors hope to generate new business opportunities from the personal contact the show affords.
By Sara Pearson Specter, Editor at Large
February 01, 2011 - MMH Editorial

ProMat 2011’s new exhibitors have a variety of reasons for presenting at the show this March. From introducing their company and its services and products to the market, to expanding their brand presence, exhibitors hope to generate new business opportunities from the personal contact the show affords.

New to the materials handling market, Sapient Automation ( in Booth 4231 sees ProMat as an opportunity to not only introduce their company, but also their complete line of carousels, vertical lift modules (VLMs) and automated storage and retrieval systems (AS/RS) to attendees.

Because the show brings out buyers who are truly interested in learning about the latest and greatest material handling technologies, it made sense for the company to have an exhibit there, says Ed Romaine, chief marketing officer for Sapient.

“ProMat provides the premier assembly of companies who realize that material handling equipment helps make or break their organization,” Romaine explains. “Our goal is to introduce our company to prospective buyers and show them what quality and reliability looks like in a vertical carousel by showcasing our Avenger product. It’s one of those solutions that to touch it and see it in action makes it easier to understand why it’s the right technology for an operation.”

To that end, Romaine intends to fill his 15 x 25 foot booth with that single VLM. “It will be the biggest vertical carousel most people have ever seen—it takes up about 90% of the space in our booth,” he promises.

Also gearing up to launch a new product at ProMat is Cognex Corp. ( in Booth 768.

“We decided to invest in the ProMat show because it’s an excellent venue to debut our new product, the DataMan 500 image based bar code reader,” says Jorge F. Schuster, Cognex’s director of ID sales in the Americas. “Although Cognex is recognized as a leader in vision based bar code reading within the manufacturing markets we are not as well known in the material handling and logistics market—this show offers us an opportunity to meet new customers and to show material handling users the capabilities of our vision systems for both ID and inspection use.”

The reader, continues Schuster, provides significantly higher read rates than laser scanners with longer equipment life because of the device’s solid-state construction. The system allows an operator to see what the reader sees; should a read fail, it is instantly correctable by the operator.

That facet of the technology “will help distribution facilities reduce the cost of ID reading applications and improve the overall efficiency of their operations,” he adds. “By providing higher reads than laser based scanning systems, the DataMan 500 reduces the labor needed to sort no-read packages while improving order accuracy.”

Offering outsourced logistics and packaging functions, Ryder Supply Chain Solutions, formerly known as Total Logistic Control, ( is using ProMat as an opportunity to share the news of their companies’ merger in Booth 3384, says Stephanie Haight, marketing communications manager.

“We decided to exhibit at ProMat because it is a central meeting place for companies to experience and showcase the latest technology and solutions for food, food packaging and supply chain services,” she notes.

The exhibit will share details about how outsourcing to a third party logistics (3PL) provider helps companies focus on core competencies by freeing up capital for investment in ongoing product development, says Haight.

“The right logistics service provider can help these companies improve efficiencies, identify and implement innovative solutions and deliver exceptional supply chain execution that they would not have been able to achieve on their own,” she continues.

Also new to ProMat 2011 are the following exhibitors:
• Aldata Solution, Inc., offering enterprise and warehousing solutions (, Booth 3081
• Bizerba USA Inc., manufacturer of industrial scales and checkweighers (, Booth 4825
• Davidson Co./ROFA Industrial Automation, a system integrator (, Booth 4507
• Flexlift Hubgeräte GmbH, manufacturer of lift tables (, Booth 3514
• Kenco Logistic Services LLC, a third party logistics (3PL) provider, (, Booth 4141
• UN Forklift, lift truck manufacturer (, Booth 647
• VAI (Vormittag Associates, Inc.), offering industrial distribution control software ( Booth 4869

ProMat 2011 will be held March 21 - 24, 2011 at McCormick Place South in Chicago. The tradeshow will showcase the latest manufacturing, distribution and supply chain solutions in the material handling and logistics industry.

Read all of Modern’s ProMat 2011 coverage


About the Author

Sara Pearson Specter
Editor at Large

Sara Pearson Specter has written articles and supplements for Modern Materials Handling and Material Handling Product News as an Editor at Large since 2001. Specter has worked in the fields of graphic design, advertising, marketing, and public relations for nearly 20 years, with a special emphasis on helping business-to-business industrial and manufacturing companies. She owns her own marketing communications firm, Sara Specter, Marketing Mercenary LLC. Clients include companies in a diverse range of fields, including materials handing equipment, systems and packaging, professional and financial services, regional economic development and higher education. Specter graduated from Centre College in Danville, Ky. with a bachelor’s degree in French and history. She lives in Oregon’s Willamette Valley where she and her husband are in the process of establishing a vineyard and winery.

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