X-Rite transfers trade show budget to World of Plastics
X-Rite has launched a website for its plastics industry customers to reduce the company’s reliance on trade shows.
Working with its subsidiary Pantone, Grand Rapids-based X-Rite has created the World of Plastics for industrial producers of plastic products, to provide free information and services, including consulting, online courses on color management and new product promotions to registered users.
X-Rite Pantone has “transferred the investment from a major plastics trade show into direct benefits” for its customers and business partners, “converting the time and money that would have been spent at the show” directly into the World of Plastics, according to a post on the X-Rite website.
“X-Rite made the strategic decision to invest in a valuable online presence that is available any time during the day, any day during the week, instead of renting space at a trade show that, by its nature, is limited by time and travel considerations,” said Francesco Tomasello, X-Rite VP of sales/marketing.
X-Rite would not reveal its investment in the website, but confirmed the website replaced X-Rite attendance at one major trade show, which it did not identify.
A source familiar with the company said it skipped a prominent trade show in Europe this year.
Color and plastic
World of Plastics launches next week with a webinar on design and color trends in the plastics industry and follows up with other online training programs on color quality, consistency, formulation and online measurement.
X-Rite Pantone color experts will support associations and businesses that want to run their own webinars on best practices in color.
The website also offers a certificate in color theory through a separate “Understanding the Numbers of Color” online training program.
X-Rite said each Pantone expert involved in World of Plastics will spend more than 80 hours of consulting time to help customers in the plastics industry with color measurement questions and ways to improve color measurement workflow.
The website will also offer exclusive price discount promotions until February 2014.
X-Rite said those are similar to discounts offered at trade fairs and noted, as an example, that X-Rite Pantone will be offering a new handheld color-management device for plastics companies.
To participate in the website, users will register their account information to obtain their personal promotion codes.
“Plastics is one of our major markets,” Tomasello said. “World of Plastics allows us to share best practices, educate the market and interact with clients for an extended period at any time.”
With its headquarters in Grand Rapids and regional headquarters in Switzerland and Hong Kong, X-Rite has more than 20 company-owned manufacturing facilities around the globe.
X-Rite serves a range of industries: printing, packaging, photography, graphic design, video, automotive, plastics, paint, textiles, dental and medical.