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So GCI sat down with the global market manager, specialty chemical, at Milliken, which researches, formulates and produces hundreds of products and colorants used in a number of processes, including specialty products for the turf industry, and got his views on a couple of key subjects.
GCI: Some people speculate that big national trade shows are a thing of the past. However, attendance on the first day of GIS San Diego appears to be healthy. What's the importance of having a national trade show for the golf turf industry?
CM: I believe there are several reasons. First of is a show like this helps companies reinforce brand awareness with the people they want to reach and connect with. People, end-users specifically, like to connect with a company through the people that they do business with. This show facilitates that relationship.
Plus, this is a great venue to collaborate with end users and distributors. It gives you a feel for the competitive atmosphere that's out in the marketplace. GIS also gives us the ability to best target all of those interests at one time.
Lastly, you get to meet and spend time with a variety of industry professionals -- from association folks to those insiders working in the trade media. From that standpoint, it's a great way to more efficiently use your time.
GCI: What have been hearing from attendees this year?
CM: The economy is still tough. People are still challenged. I don't believe either of those will change quickly.
That being said, the people here are more upbeat and optimistic about their future and the future of the industry. I also think we're going to head back to a more fiscally responsible era... which I believe is the result of the recent economic downturn. In the end, this will be a good thing.
GCI: What should attendees take away from their time here at GIS?
CM: You always need to sharpen the saw and stay updated on the innovations taking place in this industry. Superintendents are always looking to improve themselves, even if it's just incrementally.
I believe the take away here is that one nugget of info that you learn that you can bring back to your operations that really has that ability to impact your effectiveness and efficiency. That's a big positive.
GCI: You've recently launched a social media initiative for Milliken. What's your business strategy?
CM: It all comes down to the voice of the customer. Social media allows you to hear their feedback and enables you to better understand their needs instantly. For us, this is an interesting playground for us to be in right now.
Social media also forces you to be much more concise with your marketing message... which is important in today's business environment.
The bottom line is social media has created a great form of communication that this industry hasn't known before. Communication is the key to success in this industry, and (social media) is the most direct form of dialogue.
GCI: Take a look into your crystalball for a moment. What's your prediction for the rest of 2013?
CM: I don't see the industry in decline, but I also don't see it increasing dramatically. However, I believe if it stays flat then that's a good thing.
While I don't think the course closures have ended you are seeing more improvement and reconstruction projects happening to improve existing facilities. This is a positive thing for our industry.
The bottom line: I'm cautiously optomistic about the rest of 2013.