Special Events


Grundfos Holds Executive News Briefing to Launch New Product

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Danish pump manufacturer Grundfos unveiled the world’s most energy-efficient circulator at an executive news briefing held January 28 at the International Air-Conditioning, Heating and Refrigerating Exposition (AHR-EXPO) in Dallas.   View a video of the event here.

The news briefing attracted more than 17 editors representing 19 trade publications, which resulted in significant media coverage, including the front page of the trade show’s daily newspaper.

“We truly believe the MAGNA3 will define the industry,” Grundfos president Dennis Wierzbicki said. It offers greater efficiency, reliability, flexibility and more functionality.”

Following the public launch, O’Reilly-DePalma coordinated seven one-on-one media interviews with senior leadership, so that each editor could have private access to top management, as well as a personalized introduction to the new product.

Jes Munk Hansen, president of Grundfos North America, opened the morning press conference by noting, “Today we will be introducing much more than a product; we are introducing technology that will set new standards for the entire pump industry and meet the market’s demands for efficiency, intelligence and sustainability.”

In fact, the new MAGNA3 will consume 20 to 40 percent less energy than most models in the current MAGNA line, already a best-in-class, high-efficiency circulator.

O’Reilly-DePalma coordinated the executive news briefing as well as one-on-one media interviews with senior company leadership.

Grundfos is the only manufacturer to offer a variable-speed, electronically commutated motor (ECM)-based circulator that uses an integrated logic algorithm to “learn” the varying energy-usage patterns of an application over time, enabling the software to automatically determine the lowest possible operating efficiency point to meet ever-changing demand.

By continuously fine-tuning power consumption and flow rates to meet the dynamic needs of the system, this AUTOADAPT function saves both energy and money.

The AUTOADAPT function is so powerful that eight out of every 10 installations can rely on this feature to automatically select the optimal setting, with no additional human intervention. For the installer, that simply means plug and play and walk away.

Grundfos has dramatically improved the pump’s range by increasing the maximum head to almost 60 feet and the maximum flow to approximately 570 gallons per minute. And with more than 35 single and twin circulators in cast iron or stainless steel, MAGNA3 is the solution for a wide range of commercial and domestic application: heating, cooling and air-conditioning, domestic hot water, ground source heat pump, and solar heating.

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Report from ISH 2011: Let There Be Fun

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After nearly four decades in the building products business, I finally got myself across the Atlantic this winter to the biennial ISH fair in Frankfurt, Germany. Shame on me: I should have made the scene at this grand event many moons ago. There is absolutely nothing in North America that I have come across that even begins to compare.

If you know anything about ISH, even if you’ve never attended, you are probably aware of the scope of the overall fair (11, multi-level buildings); the size and opulence of the exhibits (some of them mini-trade fairs unto themselves); and most of all, the phenomenal crowds cruising its aisles and corridors: more than 200,000 attendees at this year’s event. Upon arriving at the show last month, I found that reality matches all the hype and then some.

But the first thing that hit me about my Inaugural ISH Experience was the high level of hospitality exhibitors happily and freely extended to attendees — great food and lots of German beer (and wine), of course. But also a sheer abundance of… what’s the word? Oh, yeah: FUN. People really seemed to be enjoying themselves.

And not just after hours. But right on the show floor, with attendees interacting with interesting brand experiences for literally hours on end. Don’t underestimate the return. “There’s a lot of business going on here,” advised This Old House’s resident plumbing expert Rich Trethewey, whom I encountered at the Uponor booth.

In today’s tight economy, the trade-show budget line item is one of many under intense scrutiny. Yet in some ways, it has always been thus. For as long as I’ve been in this industry, brands have been putting pressure on trade show organizers to demonstrate ROI for their heavy investments in shows, conferences, local meetings and more. “Show me the money!” is an American economic reality that never wanes.

But with trade shows, I fear we have “ROI-ed” the fun out of these events to the very detriment of our business goals. On the fun-o-meter, the typical U.S. trade show ranks a half-notch above a trip to the dentist, a pitiless grind even in good times. How many times have you been through a fast run-through of key messages from a bored booth staffer and on your way in less than 10 minutes, texting friends about where to meet for the REAL fun after 5 p.m.?  Where just as much — if not more — business gets done.

It’s a universal truth that we all do business with people we like and like to be around. After attending ISH, pardon me if the whole thing now seems a no-brainer. U.S. trade show exhibitors would do well to think more about booth hospitality along with their key messages. Give people a reason to come in, sit down and stick around a while. Just to talk — with you. Get into real conversations with people, and learn more about them and what they truly want and need.

Figure out how to have a little more fun, and everything else — including ROI — is quite likely to follow. Because having a good time is just as American as making money.

Special Events | The OR-DP POV | Trade Marketing Insights


New York Design Community Event Exceeds Client Expectations

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O'Reilly DePalma produces a launch event for Porcher Solutions at Grande Central Showroom in New York.

The Porcher brand had an opportunity to launch a smart new collection of smaller-sized luxury bathroom fixtures and furniture at the chic midtown Manhattan showroom of its channel partner, Grande Central Showrooms of New York.

Porcher worked with  O’Reilly-DePalma to invite architects, designers and media attendance to the Grande Central Showroom at 56th Street. In collaboration with Wendy Silverstein & Associates, O’Reilly-DePalma  managed the event planning, connecting the client to the right influencers in the New York design community.

Final attendance exceeded the expectations of the showroom and more than doubled the attendance success metric the client set as a goal.

Client quote:  “The attendance was not only great in quantity, but even better in quality.  They genuinely liked what they saw and had a good time.”

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