Mitsubishi Materials Meticulously Plans Route to Successful MACH

Making its first appearance at MACH since the turn of the millennium, Mitsubishi Materials was ecstatic with the response it received for its new product innovations and promotional tooling ranges at the UK’s showpiece event. With every product on the stand making its MACH debut, there was plenty of innovation on show from the leading cutting tool manufacturer.

Meticulously planning its promotional opportunities in the build up to MACH, the Japanese cutting tool specialist offered an exclusive ‘MACH only’ deal that provided show visitors an opportunity to try out the new Miracle Sigma Series with a mouth-watering discount offer. Mitsubishi’s new Miracle Sigma line is a range of tools that utilises the latest PVD technology and combines this coating with groundbreaking geometry innovations.

The special discount promotion returned a huge uptake in enticing visitors to try out the Miracle Sigma multi-function milling tools. This offer included the AJX and APX Series of 16, 20, 25 and 32mm diameter indexable insert end mills and the ASX400 and ASX445 Series of 50, 63 and 80mm diameter face mills with a pack of corresponding inserts. The result of this unmissable offer was the sale of over 60 milling sets to new customers with existing customers also taking advantage of the promotion.

With an extremely busy stand throughout the week, Mitsubishi provided existing customers with pre-organised lunch invites where end users could take advantage of the end mill promotion and see the latest product ranges whilst enjoying a break from the hustle and bustle of the isles. Commenting upon the success of MACH, Mitsubishi Materials UK General Manager, Mr Tom Jones says: “We had well over 600 visitors on our stand through the week and this yielded a huge amount of high quality leads for our sales team. However, MACH was not all about winning new customers but also catering for existing customers. For the existing customers and distributors, we sent-out exclusive MACH vouchers in the build-up to the show. This exclusive offer was hugely successful among customers whilst it also incentivised distributors.”

The combination of new customer, existing customer and distributor special promotional offers resulted in the overall sale of well over 100 milling kits whilst the opportunity to network and meet new engineers was invaluable. As Mr Jones concludes: “After 16 years away from the UK’s showpiece event, our return to MACH was a great opportunity to introduce new product ranges and also get our engineers in front of a large audience to demonstrate the benefits of our extensive product lines. The immediate sales and the potential for sales as we move forward will undoubtedly make MACH a worthwhile event. In addition, using a show like MACH for networking, product launches, promotions and even driving the brand into the market through our 3500 branded show giveaways was a very worthwhile exercise.”