Live and Rocking at AMI

Visitors to Stand 2007 on the opening day of the AMI Expo witnessed history in the making as they were introduced to Marel Live, a new interactive marketing concept connecting customers directly to teams of specialists at Marel facilities in the Netherlands, Iceland and Denmark.

For the first time ever at an exhibition, the Marel sales team is using iPads rather than conventional printed material, each connected to the marel.com website and offering instant access to a wealth of sales and product information, brochures, videos and images.

Each day features live links from the Marel stand to product specialists in Aarhus and Gardabaer, enabling the sales team and customers in Chicago to consult directly with product specialists and other Marel professionals.

Highlight of the day, however, is two exclusive 15-minute live broadcasts streamed from Marel Further Processing in Boxmeer, Netherlands, during which demo center manager and resident chef Jacques Roosenbrand introduces a range of Townsend Further Processing machines and outlines some of their culinary capabilities.

Not surprisingly, the new-look set-up is attracting lively interest among both visitors and other exhibitors alike, as is the stand’s resident iPad band, who entertain the audience at regular intervals throughout the day.

And to help customers chill out after a hard day at the show, Marel’s very own Ice Blues band is playing two live gigs each evening at the post-expo reception, featuring an eclectic programme of blues, soul and a little bit of boogie.

Attracting some 5,000 buyers and 400 exhibitors drawn from 100 countries, AMI is North America’s premier meat event. Staged this year at the Hyatt Regency, McCormick Place, the show runs from April 13-16.