Board Converting News, May 11, 2026

BoardConverting Serving the North American Corrugated and Folding Carton Industries Since 1985 May 11, 2026 VOL. 42 NO. 19

Using AI To Maximize Trade Show Value BY PHILLIP M. PERRY

New Containerboard Pricing To Take Effect In June According to multiple sources, additional containerboard price increases are to be ex- pected this coming June. This next round of increases include Smurfit Westrock, Interna- tional Paper, Georgia-Pacific, and Packaging Corporation of America all raising prices. International Paper will post a $70 per ton increase, while Georgia-Pacific and Packag- ing Corporation of America are each pursuing $50 per ton hikes. The announcements follow a $70 per ton increase implemented in March. Producers are pointing to tightening sup- ply conditions, higher input costs, and a re- cent rebound in demand to support the June increases. In the weeks leading up to the announcements, analysts cited an “unprec- edented” shift in demand, along with rising energy and freight costs, low customer inven- tories, and ongoing margin pressure. Demand trends shifted notably as the first quarter progressed. Box demand was soft early in the year, impacted by severe winter storms and cautious consumer spending. By March and April, however, demand strength- ened significantly. Executives attributed the rebound to a mix

A trade show is a great place to discover new products, meet vendors, and exchange industry information with colleagues. But travel costs are getting out of hand, and companies are scrutinizing the value of time spent away from the office. “More businesses are looking for an ROI on their trade show investment,” said Rich Vallaster, Senior Direc- tor of Momentive Software ( momentivesoftware.com ). “They expect attendees to come back with tangible results.”

The good news is that the latest AI chatbots can help you make the most of your time and money. “AI can help you obtain a clear view of what you want to achieve and what business problems you want to solve, instead of just walking the floor and seeing what is interesting,” said Tim Heffernan, Chief Growth & Development Officer at T3 Expo, an event services company ( t3expo.com ). “It can also suggest a set of action steps that will make a difference to your bottom line.” Follow these steps to get the most of what AI has to offer: Step #1: Select your AI program Of the many AI chatbots out there, which one will best serve your needs? First take a look at one that’s probably already on your comput- er. Microsoft Copilot, built into Office 365, is a powerful program that works inside Word and Excel documents, refining data and polishing notes. It can also accomplish a host of sophisticated business analy- ses. Just click on its logo in the upper right-hand corner of your screen. It will even answer questions on how it can help you meet your goals. Despite Copilot’s ubiquity, you may opt for some more specialized pro- CONTINUED ON PAGE 24

CONTINUED ON PAGE 3

WHAT’S INSIDE 8 Bay Cities’ Mehrabzadeh To Succeed Tucker As CEO 10 Koenig & Bauer Celmacch Launches New Prima Series 14 Amtech Acquires Clarico, Introduces Amtech Intelligence 20 Built For Scale, Led By People: PPC Visits Mill Rock Packaging

EVERYTHING CORRUGATED UNDER

Best Wishes in Retirement, Ell The Employee Owners of SUN Automation Group thank Ell Townsend of Packaging Corporation of America for his contributions to the corrugated industry and wish him a happy, healthy retirement.

EVERYTHING CORRUGATED UNDER

Machinery and Handling for the Corrugated Board Industry

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Volk Packaging To Host BOX 101, Introduction To Corrugated Biddeford, Maine based Volk Packaging will host a ‘BOX 101’ workshop on Thursday, June 4, 2026, at its facility at 11 Morin Street. This introduction to corrugated manufacturing and pur- chasing is designed for customers and others interested in learning more about the process. The session will run from 9:00 a.m. to 12:00 p.m. and will begin with a tour of the plant, where attendees will see Volk’s operation firsthand, including its recently installed Apstar 4-color flexo and 5-color rotary die cutter. After the tour, the group will move into a classroom setting for a practical discussion of the basics—tests, flute profiles, board grades, and common box styles—along with a closer look at how to read a quote. The goal is to give attendees a clearer sense of how boxes are speci- fied, priced, and produced, particularly for those who may not work with these details every day. The workshop is open to anyone interested, regardless of whether they currently buy from Volk. The morning will wrap up with lunch. Those planning to attend are asked to RSVP in ad- vance. Questions and RSVP responses can be directed to Kathy Napolitano at Volk Packaging, at kathy@volkboxes. com or (207) 571-5573.

AVERAGE CONTAINERBOARD PRICES The average prices reported are tabulated from prices PAID by various sources throughout the United States the week previous to issue. Prices in some areas of the country may be higher or lower than the tabulated average. The prices tabulated here are intended only for purposes of reference. They do not connote any commitment to sell any material at the indicated average. Transactions may be completed at any time at a price agreed upon by seller and purchaser. REGION 42# Kraft liner 26# Semi-Chem. Medium $ 900.00-925. 00 $ 825. 00 -$850.00 U.S. Average CANADIAN LINERBOARD & MEDIUM The average prices reported are tabulated from prices PAID by various sources throughout Canada. Prices may be higher or lower in various areas of the country. The prices tabulated here are intended only for purposes of reference. They do not connote any commitment to sell any material at the indicated average. Transactions may be completed at any time at a price agreed upon by seller and purchaser. Prices are Canadian $ and per metric ton. 42# Kraft Liner 26# Semi-Chem Medium East $970.00 $960.00 West $1,015.00 $995.00 REGION

Price Increases (CONT’D FROM PAGE 1)

of factors, including the delayed impact of earlier capac- ity closures, normal seasonal patterns, and low invento- ries across the supply chain. Some also acknowledged that pre-buying ahead of announced increases may have played a role, though most downplayed that effect. The June increases come amid a more volatile back- drop than earlier in the year. Geopolitical uncertainty and unsteady consumer confidence weighed on Q1 expecta- tions, though Improving conditions late in the quarter and into early Q2 shifted that outlook. Analysts now see poten- tial for further pricing movement later in the year if current conditions hold.

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Bay Cities’ Mehrabzadeh To Succeed Tucker As CEO

than 11,000 across 11 countries – said they would pay more for sustainable packaging. “From a sustainability standpoint, I think for a while it was a buzzword, but now it’s very much a reality,” Meh- rabzadeh said. “The next generations right now are very conscious of what’s happening.”

Pico Rivera based Bay Cities Container Corp. has named Sahar Mehrabzadeh as the official successor to Chief Ex- ecutive Officer, Greg Tucker. In March, Mehrabzadeh was promoted to a newly creat- ed role of chief revenue officer, where she manages all rev- enue-generating aspects of the company. Bay Cities won three Outstanding Merchandising Achievement Awards and multiple sustainability awards last year. “I’ve had a wonderful mentor – our current (chief execu- tive officer), Greg Tucker, who also grew up in the industry in Bay cities – (who) gave me the opportunity to develop and grow at this company,” said Mehrabzadeh, who started at Bay Cities two decades ago. “And now with this transition, my responsibility is ex- citing because I get to lead it into the next direction and growth path of where the company is going.” The timeline for the succession is yet to be decided. Mehrabzadeh shared that the transition planning is already in progress. Known for its focus on sustainability, Bay Cities is hit- ting the nail on the head. A 2025 report from management consulting firm McKinsey & Co. noted that recyclability of packaging is seen as the most important sustainability trait across the globe, and many of the respondents – more

Bay Cities also recently announced a collaboration with Utah-based Formless Beauty to launch into Sprouts Farmers Market with entirely recyclable packaging. Bay Cities will manage the full-service packaging and display rollout for the launch of the eco-conscious cosmetics brand at Sprouts Farmers Markets. Greg Tucker and Sahar Mehrabzadeh

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Koenig & Bauer Celmacch Expands Portfolio With New Prima Series In a move to strengthen its global presence, Koenig & Bau- er Celmacch has entered into a strategic partnership with Guangdong Keshenglong Hi-Tech Group. This collabora- tion marks another milestone in its positioning as a global provider of high-quality corrugated solutions. By combin- ing European engineering with Asian manufacturing, Koe- nig & Bauer Celmacch is entering the mid-tech market to reach a broader range of customers. The Prima Series The centerpiece of the partnership is the new Prima series, which is offered either as a pure flexo printing ma- chine (Prima) or as a flexo printing machine with a rota- ry die-cutter (PrimaCUT) featuring movable units (Open

Close). The development builds on the proven Koenig & Bauer Celmacch technology. The goal is to meet the requirements of customers who are looking for an alternative to the High Board Line tech- nology with a reasonable level of investment without com- promising on quality, performance and safety standards. To achieve this, development and design are handled by specialists at Koenig & Bauer Celmacch in Italy. The Prima series, which is offered either as a pure flexo print- ing machine (Prima) or as a flexo printing machine with a rotary die-cutter (PrimaCUT) featuring movable units (Open Close).

Production utilizes Keshenglong’s ca- pacities – including a 60,000 square-me- ter plant in Foshan. The production of ev- ery machine follows the “Engineered by Koenig & Bauer Celmacch” approach, with assembly and quality assurance subject to strict protocols. The established High Board Line Chro- ma Series will continue to be produced at the Italian headquarters in Desenzano del Garda, with Koenig & Bauer Celmacch fully committed to the development and pro- duction of this series in Italy. Global Sales And Service Network Another essential component of the cooperation with Keshenglong is the stra- tegic combination of the sales networks. Responsibilities are clearly divided to en- sure maximum market proximity and pro- fessional service. As a result, customers worldwide benefit from expert consulting and local support. Entry Into The Mid-Tech Market With the introduction of the Prima se- ries, Koenig & Bauer Celmacch specifically addresses the mid-tech segment, expand- ing its previous target market. This partner- ship is a direct result of the new IMPACT strategic framework, with which Koenig & Bauer is consistently securing its resil- ience and global market position through to 2030. The Prima series is the response to the significant shift in global demand towards Asia and emerging markets. Through this, Koenig & Bauer Celmacch is specifical- ly tapping into the high-volume mid-tech CONTINUED ON PAGE 12

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Koenig & Bauer (CONT’D FROM PAGE 10)

levels worldwide. Dr. Stephen Kimmich, CEO, Koenig & Bauer, said, “Our IMPACT strategy aims to consolidate Koenig & Bauer’s position as an agile technology provider in the world’s most important growth markets. The partnership with the Guangdong Keshenglong Hi-Tech Group and the resulting Prima series are prime examples of how we combine tech-

segment to realize additional growth potential outside of the high-end sector. By intelligently linking global value chains and applying a “design-to-cost” approach, Koenig & Bauer Celmacch achieves cost excellence that guarantees economic supe-

From left, Jenny Chen, Guangdong Keshenglong Hi-Tech Group; Hogan He, Guangdong Keshenglong Hi-Tech Group; Martin Hempel, Koenig & Bauer Celmacch; Bastian Deppisch, Koenig & Bauer Celmacch, Luca Celotti, Koenig & Bauer Celmacch; Rodolfo Celotti, Koenig & Bauer Celmacch; and Guosheng He, Guangdong Keshenglong Hi-Tech Group.

riority even in price-sensitive markets. Technological lead- ership remains part of the DNA of Koenig & Bauer. Even in the mid-tech sector, the Prima series impresses with the perfect balance of high productivity, reliability, and the Group’s proven quality. Koenig & Bauer is positioning itself as a full-range pro- vider in the packaging industry, offering suitable technol- ogy for various production requirements and investment

nological excellence with cost leadership through global collaboration to win over new customer segments in the mid-tech sector.” Luca Celotti, CEO, Koenig & Bauer Celmacch, added, “The market volume for Open Close technology is compa- rable to the market we currently serve with our High Board Line machines. For us, this represents a high, previously untapped potential.”

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Amtech Acquires Clarico Systems, Introduces Amtech Intelligence Fort Washington, Pennsylvania based Amtech Software, the leading provider of ERP, MES and CRM solutions for the packaging industry, has introduced Amtech Intelli- gence, elevating performance for the packaging industry with value-driven AI capabilities. As part of the announcement, Amtech is also acquiring Clarico Systems, the pioneering provider of AI-powered estimating and quoting software for the packaging indus- try. The acquisition represents the latest advancement in Amtech Intelligence, deepening Amtech’s AI capabilities and delivering immediate, measurable value to Amtech’s global customer base. “The acquisition of Clarico System is a meaningful step forward for Amtech Intelligence and our commitment to the packaging industry,” said Chuck Schneider, CEO, Am- tech Software. “Clarico, integrated into Amtech’s ERP of- ferings, will provide an unmatched capability that gives our customers a competitive advantage. This is exactly the kind of innovation our customers deserve, and it’s avail- able to them today.” Clarico has established itself as the AI-powered esti- mating and quoting solution for the corrugated, folding carton and flexible packaging markets. By applying ma- chine learning and intelligent automation to the quoting

process, Clarico enables packaging manufacturers to gen- erate faster, more accurate quotes, reducing cycle times, eliminating costly estimating errors, and improving win rates on competitive bids. For an industry where margin pressure and speed-to- quote are critical differentiators, Clarico’s AI capabilities deliver an immediate and quantifiable ROI. Pierre Slabber, CEO, Clarico said, “Clarico was built with one purpose, to give packaging manufacturers the in- telligence they need to quote smarter, win more business, and protect their margins. Amtech shares that mission. By bringing Clarico’s AI quoting engine into the Amtech ERP offerings, we are putting a competitive weapon into the hands of packaging manufacturers around the world.” The Clarico acquisition is the latest step in Amtech’s strategy to elevate the performance of packaging manu- facturers by delivering AI-powered solutions that deliver measurable customer value. Clarico’s capabilities comple- ment and extend Amtech Intelligence: AI embedded into the workflows that corrugated, folding carton, label, and flexible packaging companies rely on to profitably serve their customers. Amtech Intelligence activates existing business data into decisions, actions, and better outcomes to transform how packaging manufacturers plan, quote, produce, and optimize their operations. Amtech Intelligence currently delivers AI capabilities across scheduling and shipment planning, and additional capabilities are being developed.

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‛ Legacy In Action ’ Comes To Life At AICC 2026 Spring Meeting Guided by the theme “Legacy in Action: Inspiring Tomor- row’s Leaders,” the AICC Spring Meeting in Carlsbad, California offered a dynamic mix of high-level insights, forward-looking discussions, and meaningful networking opportunities that reflected the industry’s strength. Powerful General Sessions And Keynotes The General Sessions featured compelling presenta- tions from industry thought leaders and keynote speakers. Futurist Jim Carroll delivered a forward-looking keynote on transformative trends shaping the future of business, while best-selling sports author Ross Bernstein closed the meeting with an inspiring presentation on leadership, in- tegrity, and high-performance culture. Attendees also heard from Matt Eichmann, Founder & Leadership Advisor, Catalyst Point Leadership Advisors, who provided actionable insights on building strong teams and developing future leaders. Industry Expertise George Staphos, Managing Director of Equity Research at Bank of America Merrill Lynch, provided an economic outlook, while Jules Van Sant, Executive Director at Two Sides North America, addressed sustainability and green- washing in the packaging space. A State of the Industry panel moderated by Joe Morelli, The Morelli Group LLC, featured Chad Wagner, Peachtree Packaging; Greg Tucker, Bay Cities Packaging & Design; Mike Schaefer, Tavens Packaging & Display; and Larry Grossbard, President Container. Aleks Zlatic, Aurum Intelligence Inc, moderated a con- versation about how AI is transforming business opera- tions with panelists Gokul Gopakumar, SUN Automation Group; Jeff Putt, Deline Box & Display; Mohamed Azzouz, Royal Container Ltd.; Aki Leiniäinen, Valmet Inc.; and Jim Hawton, Bay Cities Packaging & Design. Breakout Sessions Two days of breakout sessions provided attendees with practical tools and strategies. Matt Eichmann led sessions on leadership development and navigating change. K.M. Zouhary, Founder & Principal Consultant, KMZ Advisors, explored the intersection of emotional intelligence and ar- tificial intelligence, as well as leading across generations. Tom Trinchi, Jamestown Container Companies, Roftiel Constantine, Barry Wehmiller, and Ken Saganowski, Mox- Five, joined in a discussion on Cyber Security: Threats, Tactics & Trends with moderator Theo Peterson of Amtech Software. Recognizing Excellence A highlight of the meeting was the recognition of out- standing contributions within the industry. Bob Cohen of Acme Corrugated Box Co. was honored with induction into the AICC Hall of Fame, one of the Asso- ciation’s highest recognitions. Two of Bob’s sons, Jeremy CONTINUED ON PAGE 18

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and Erik, accepted the award on his behalf. The longevity of AICC members was also highlighted through the Member Milestone Recognition Program. In 2026, the following companies are celebrating anniversa- ries of continual operation: 100 Years - Mid America Pa- per Recycling Company; 80 Years – Pamarco; 70 Years - Jamestown Container Companies; and 40 Years – OMP. The Independents’ Cup Charity Golf Tournament raised $10,000 for the Foundation for Packaging Education, which helps maintain and grow educational opportunities for AICC members. First Place winners on the South Course were: John Pepper, Kelly Albert, Adam Pauwels, and Corey Pedneault, all of Atlantic Packaging. North Course winners were: An- drew Bell, Packaging Express; Kirby Heck, Packaging Ex- press; Marcus Rozatti, CPG StarCorr Sheets; and Nathan Schwarz, CPG StarCorr Sheets. Networking, Community, And Engagement The AICC Spring Meeting also highlighted the strength of its next generation and the growing impact of its com- munity-driven initiatives. Emerging Leaders were actively engaged throughout the week, beginning with a dedicated training session featuring Jack Fiterman, Vice President of Business De- velopment at Liberty Diversified International, who shared insights on culture and leadership development, followed by a networking event that fostered meaningful connec- tions among young professionals. The AICC Women in Packaging Group continued to build momentum with a series of well-supported events, including a networking breakfast featuring Tonya Morel- li of The Morelli Group LLC, as well as a golf lesson and 9-hole scramble that combined skill-building with relation- ship-building. AICC also added a pickleball tournament to this Spring Meeting. The tournament winners were: Doug Butler - A.G. Stacker Inc.; Kelly Albert - Atlantic Packaging Products Ltd.; Michael Klear - Corrugated Solutions; and Dana Monaco - AICC thanks the following top sponsors for their sup- port of the 2026 Spring Meeting: Premier Platinum Spon- sor – Domtar; Premier Gold Sponsor – Flint Group; Major Golf Sponsor – Hood Container; Premier Silver Sponsor – AG Stacker; Premier Bronze Sponsor – SUN Automation. A Meeting to Remember Corrugated Solutions. Supporting Members With nearly 800 attendees and a program filled with rel- evant content, forward-thinking discussions, and high-im- pact networking, the 2026 AICC Spring Meeting stood out as a powerful gathering for the independent packaging industry, proving that when you invest and engage, AICC delivers success. AICC’s next national meeting will be Corrugated Week, in collaboration with TAPPI, September 28-30 in Fort Worth, Texas. Learn more at www.AICCbox.org/Calendar .

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Built for Scale, Led by People: PPC Visits Mill Rock Packaging BY EMILY LEONCZYK, PPC PRESIDENT Some operations impress you with their size. Others stay with you because of the people leading them. At Mill Rock Packaging’s Renton, Washington, facility, it is both. From the moment I arrived, I was welcomed by Lyn- nette Crowder, President of Mill Rock Packaging, whose leadership reflects a balance that defines the organization itself: strategicgrowth paired with a deep respect for the people behind it. With decades in the industry, Lynnette brings a perspective shaped by experience, but grounded in something even more important: an appreciation for the individuals who make the work possible every day. That perspective did not come from a traditional path. Lynnette began her career at just 18 years old, stepping into a paper mill for the first time as an engineering stu- dent. The scale and complexity left an immediate impres- sion. What followed was a career that moved across indus- tries, but consistently returned to packaging. “Every time I’ve left, it just pulls me back,” she shared. What has kept her here is not just the product, but the people. “This industry has such good, genuine, salt-of-the- earth people. That’s what makes it special.” A Company That Knows What It’s Building Mill Rock Packaging is a folding carton and SFL man-

ufacturing company serving a wide range of markets, including food and beverage, wine, beer, spirits, beauty, healthcare, cannabis, and child-resistant packaging. With seven locations nationwide, the company was built as a growth platform to invest in high-capability organizations and scale them intentionally.

The Renton facility is a clear expression of that vision. Joined by Tristan Butcher, General Manager of the West Region, we walked through the expansive facility, moving through each department and seeing firsthand how invest- ment, systems, and people come together on the floor. There is an entrepreneurial energy here, paired with dis- cipline. Teams understand expectations, take ownership, and operate with a shared sense of purpose. CONTINUED ON PAGE 22

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Mill Rock Packaging (CONT’D FROM PAGE 20)

less on finding perfect experience and more on identifying potential. “We look for curiosity, for people who want to learn and grow,” she said. Programs designed to bring new talent into the indus- try and develop them from the ground up are a key part of that approach. New employees are often paired with experienced operators, creating an environment where knowledge flows both ways. “We teach each other,” she noted. That philosophy extends to how the company is pre- paring for the future. Lynnette sees technology, including AI, as a tool that will reshape how work gets done, but only when paired with the right people and mindset. “The sky is the limit,” she said, pointing to the impor- tance of combining technical knowledge with new capa- bilities to drive efficiency, decision-making, and customer experience. You Can See Yourself Here Shelly Thurman, a material handler in the Finishing De- partment, moved confidently across the floor on a forklift,

Where Investment Becomes Impact What stood out was not just the level of investment, but how thoughtfully it has been integrated. A defining example is the addition of the Koenig & Bau- er Rapida 164 eight-color UV press. The Renton site has operated Koenig & Bauer equipment since 1990, including a long-running press affectionately labeled “Ol Faithful.” Today, that legacy stands side by side with the future. This investment is about more than equipment. It is about scale, capability, and long-term positioning. With a 25 percent larger sheet size and faster run speeds, the new press is expected to increase capacity by as much as 30 percent, strengthening its ability to meet high-volume demand while maintaining precision and quality. People First, In Practice Yet throughout the visit, Lynnette and the leadership team returned to a consistent point: technology only per- forms when people do.

“Putting people first doesn’t mean everything is per- fect,” she explained. “It means we treat people as human beings, not as a cog in the wheel, and we think about how our decisions affect their lives.” Across the facility, new systems are improving work- flow, strengthening quality, and increasing efficiency. But what makes those systems effective is the engagement of the team using them. There is accountability in how work is executed, pride in the output, and alignment around ex- pectations. Build Strength Where It Matters Lynnette’s approach to leadership challenges conven- tional thinking around performance. Rather than focusing primarily on correcting weakness- es, she emphasizes building on strengths. “If someone is a five in one area and a ten in another, you’ll get far more impact by developing the ten,” she explained. The goal is not to ignore weaknesses, but to ensure they do not derail performance while focusing energy on From left, Tristan Butcher, Emily Leoncyzk, PPC President, and Lynnette Crowder.

her presence both strong and expressive. It was a moment that captured something larger: the importance of creating space for people to see themselves in this industry. For Lynnette, that visibility matters, especially for the next generation. “I remember being the only woman in many of my classes and meetings,” she reflected. Today, that is changing. “There are more women in leadership roles, and more people who can look around and see someone who understands their experience.” Still, she is intentional about continuing that progress, ensuring that others have the support and visibility she did not always have early in her career. That sense of connection extends beyond Mill Rock. Through PPC’s Women in Packaging community, Lynnette has found an additional layer of engagement and support. “I don’t think I would have felt as connected to PPC without that group,” she said. Why This Industry Keeps Pulling People Back As Mill Rock continues to grow, maintaining a balance between scale, culture, technology, and people remains a priority. In Renton, that alignment is already taking shape. A powerhouse not just because of its size, but because of the clarity of its direction and the strength of the people driving it forward. From left, Emily Leoncyzk, Shelly Thurman, and Lynnette Crowder.

what drives the greatest impact. Curiosity Is The Starting Point

That same mindset carries into how Mill Rock is ap- proaching workforce development. As the industry faces talent challenges, the Mill Rock leadership team is focused

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Trade Shows (CONT’D FROM PAGE 1)

free version, you’re vulnerable to it ingesting and possibly sharing whatever proprietary information you put in there.” Bonus tip: Ask your chatbot what additional company information it needs to strategize a trade show attendance plan. Step #4: Ask AI to find the best exhibitor contacts You may already have a good idea of high priority ex- hibitors you want to see. But ask your chatbot for its own list of names, based on its knowledge of your business goals.

grams that excel at synthesizing information across multi- ple documents. Of the many competitors to Copilot, the most popu- lar are ChatGPT, Gemini, Claude, and Grok. You may also want to look into a device called Plaud Note that attach- es to the back of your smart phone and can automatically analyze recorded exhibitor interactions (See the sidebar, “Your Menu of AI Programs” for relative strengths of each of the above options). Bonus tip: It can be helpful to ask colleagues what AI programs they are using for their trade show visits. Step #2: Teach AI about the show Supply your chatbot with any information you have about the event. “Start by providing the URL for the offi- cial website,” said Heffernan. “Then upload catalogs, bro- chures, exhibitor lists and seminar descriptions that might not already be on the Internet.” (Most chatbots allow you to “upload” materials such as Word documents, PDF files, and photos by dragging and dropping the files from your computer’s directory onto an open chat window, or by se- lecting them using an upload button.)

But don’t stop there. Your chatbot can research the se- lected companies and come up with contact lists which can help you spend your time wisely. “Your goal is to talk with someone of influence at each booth, rather than spend time trying to find somebody who has the right product or service information,” said Peter LoCascio, a Salem, Ore- gon,-based consultant ( tradeshowconsultants.com ). AI programs can also track down the often-unpublished email addresses and phone numbers of key people, noted Orvel Ray Wilson, a trade show speaker and coach ( Guer- rillaGroup.com ). “If you just call the companies’ home of- fices for contact information you will likely be confronted with a whole army of people who are missioned to keep such questions at arm’s length.” Wilson suggests giving your AI program a prompt like this one: “You are our company’s VP marketing. Our goal is to get the best deal from vendors, not necessarily the lowest price. For each of your recommended exhibitors provide the names, job titles, phone numbers and email addresses for these five positions: CEO, sales director, and regional sales manager.” Then tell the program to deliver the information in your form of choice, be that a Word doc- ument, PDF file or spreadsheet. Bonus tip: Find additional contacts by asking your AI program to create a LinkedIn post announcing your show visit and the reasons you are attending. Step #5: Have AI plan your trade show strategy Your AI program can now leverage what it knows about the event and your company to strategize an approach that will make your time more productive. “Ask the program to organize your approach to the show, by determining what action steps will help you ac- complish your goals for this year and the next five,” sug- gests Heffernan. “What specific questions should you ask

You can also ask your AI program to gather as much additional material as it can about the event. It might scan online forums such as Reddit and LinkedIn on its own ini- tiative, but you can help it along with prompts. Bonus tip: Ask AI to gather “lessons learned” from pre- vious industry shows, by analyzing social media experi- ence posts from participants. Step #3: Train AI on your company strategy The next step is to have your AI program create a pro- ductive interface between your business objectives and show offerings. To do so, it needs knowledge about your company. “Input your strategic plan and goals for the com- ing year,” said Heffernan. Perhaps you have already been working with a chatbot that has a good idea of what you want to achieve. If not, you can teach it. “As you use the tool more it reaches a greater understanding of your com- pany priorities.” Sharing company goals can raise security concerns. “Keep sensitive information out of the hands of compet- itors by paying for an enterprise level chatbot subscrip- tion,” advised Nancy Drapeau, VP Research at the Center for Exhibition Industry Research (ceir.org). “If you use the

CONTINUED ON PAGE 26

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Trade Shows (CONT’D FROM PAGE 24)

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each vendor? Which attendees might have problems simi- lar to yours? What scheduled sessions should you attend?” The more strategic planning you do in advance, the greater the payback from your time spent at the show. “You want to gather a lot more information than what is typically volunteered by booth people,” said LoCascio. “Planning ahead, and arriving with the right questions, will help you do that.” On a micro level, your AI program can also help you negotiate with current suppliers. “I suggest uploading your purchase history and last year’s invoices from key vendors to the chatbot, then asking it to analyze the numbers for trends and pricing,” said Wilson. “Then have it track down bids from competitors. Those numbers are not binding, but can give you comparisons and enormous leverage when you are face to face with vendors.” Bonus tip: Midway through the show, ask AI to analyze the progress you have made in reaching your goals and to suggest additional action steps. Step #6: Have AI analyze exhibitor conversations Too often, conversations with exhibitors seem to go well, but the information they uncover ends up as scrib- bles in a notebook that are forgotten back at the office. To avoid that situation, have your chatbot summarize con- versations, highlight risks and opportunities, and amplify exhibitor comments in ways that relate to your business strategies.

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“If you record your conversations with exhibitors, you can have your program of choice summarize key take- aways and suggest follow-up action steps,” said Drapeau. This will help you make business decisions with greater confidence. Luckily, the notes apps on the latest smartphones can record conversations and transcribe them into text files. You can email those transcripts to yourself, then copy and paste them into Word, creating a document that your AI program can analyze. (If your phone’s notes app does not have a transcription feature, you can send your audio files to online services such as www.rev.com ). You can also use your phone to scan paper materials (such as business cards, signage, and brochures). Your

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