Post Show Report AISTech 2014

NSK Goals & Objectives OBJECTIVE: Increase Booth Traffic Engage new and existing customers to visit NSK booth. MET BY: Utilizing Social Media Channels (Facebook, Twitter and WordPress Blog) to engage attendees pre-show and at show. Pre-show e-blast campaign. Metal industry publication advertising (print and web) Improve NSK presence at AISTech Conference Sessions. NSK Engineering Group presented two topics at AISTech Conference Session. “The Effects of STF™ Steel in Beam Mill Vertical Edger Bearings” presented by Paul Brda, Application Engineer. “Why Are My Continuous Caster Bearings Failing?” presented by Mike Spirovski, Application Engineer .

Nsk goals and objectives Create new branding opportunities for NSK at AISTech. MET BY: Booth Promotions Official Event Lanyard Sponsor, Raffles, Giveaways, and Surveys New promotion: Get spotted wearing NSK lighted pin and receive promotional item. Communicate the value of NSK service programs we provide to the steel industry Booth Messaging Showcased NSK bearing support programs and services such as reconditioning, large bore bearing storage, maintenance tools and training.

AISTech Show statistics Total Attendance: 6,982 16% less Attendance compared to 2013. Exhibiting Companies: 531 5% more Exhibitors compared to 2013. Technical Session Attendance: 2,037 NSK SPECIFIC Total leads scanned: 93 23% decrease compared to 2013. 70% require Sales Follow-up. 24% Marketing (Potential supplier/vender, more research needed) 6% International All leads added received post-show thank you email linking to NSK website and links to service programs promoted at NSK booth. Decreased leads correlates to show location. 2013: Pittsburgh historically brings in most attendees. 2014: Indianapolis location pulls in less attendees.

2014 Floor Plan Nsk Booth #1013 Located in 2nd row close to entrance. Compared to 2013 –1st row close to entrance. Similar booth locations. No direct impact on reduced booth traffic for 2014. #1013 20x20 ft Post Show Report 2014

NSK Booth mESSAGE 2a Focus on NSK valued-added programs and services. Booth Displays 1. 3D Printed Tapered 4-Row Work Roll Bearing model 2. Bearing Reconditioning a. Bearing Product Comparison b. Reconditioning Process Video 3. Large Bore Bearing & Storage Tank Cutaway 4. NSK Maintenance Tools Puller and Pusher Kits Bearing Induction Heater Kit 1 2b 3 4

Technical Sessions NSK Findings 15-20 people attended each session. Competitors including SKF, American Roller Bearing and Messinger also presented during technical sessions. Benefit Instills NSK and the Engineering team as a thought leader and an expert in the industry. Outcome 1 lead resulted directly from technical session. Gerdau – Tampa Main Office. Interested in NSK Tough Steel technology. Current Status: Ongoing conversation with NSK Engineer.

communications E-Newsletter Campaign Pre-Show Release 20% Unique Opened Post Show Release 44% Unique Opened Target % 20-25% Goal achieved for both. Total: 301 Total: 94 Social Media Channel # of Show Posts Reach Likes Facebook 6 604 29 Twitter 9 259 N/A

Competitors American Roller Bearing Co. STRENGTHS Official trade show bag sponsor. Knowledge, friendly booth staff. Large array of bearing products on display. Promoted bearing reconditioning and repair service programs. Promoted AISTech on website pre-show. Good location. WEAKNESSES Same booth layout Closed off space. Not inviting to attendees. Cluttered, disorganized. No video or interactive elements. Low booth traffic. Too many staff in booth. No social media presence.

competitors Bosch Rexroth Corporation C.R. Bearings Italy STRENGTHS Promoted Industrial Hydraulic product division. Not a direct competitor with NSK for this product line. Promoted on website pre-show. Engaged in social media channels. Posted on FB and Twitter WEAKNESSES Smaller booth space. STRENGTHS Promoted on website pre-show. Detailed process of how C.R. bearings are produced (material selection through final assembly & testing). WEAKNESSES Smaller booth space. Trade Show Events page outdated on website. Last entry from 2013.

competitors Emerson Industrial Automation STRENGTHS Inviting, open booth concept. Cleanly displayed no clutter.. Large bearing product demonstrations. Promoted Rollway and McGill brands Large LED screen with industry visual. Engaged in social media channels Meeting area within booth. WEAKNESSES Didn’t promote AISTech pre, at or post-show on social media, but does have social media company sites.

competitors Messinger Bearings STRENGTHS Promoted on website pre-show. Invested in a co-sponsored hospitality (shared with other neighboring booths). Increased booth traffic during hospitality hours. WEAKNESSES Smaller booth space. Few product demos. Timken Drives STRENGTHS Promoted Drives division of Timken Company. WEAKNESSES Smallest booth space. Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show.

competitors NTN Bearing Corporation STRENGTHS Four row taper product displays. Offered hospitality. Morning: coffee Afternoon: beer and wine. Visual aides. WEAKNESSES Poor booth location. Booth layout – back wall closed off rest of the booth. No audio visual – all static board graphics. Little traffic. No change in product demos as previous years Chrome displays – unable to move or spin. Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show. FB – last post May 2013 – last AISTech. You Tube – no activity in a year.

competitors SKF USA Inc. STRENGTHS Promoted cost savings program. Similar to NSK’s AIP. Audio visual used to support each product demonstration or service. Hanging Sign WEAKNESSES Booth layout Similar to year’s past. Is it becoming repetitive? Low traffic Has social media channels, but didn’t utilize to promote AISTech pre, at or post-show.

AISTech 2015 Finalize booth size. Action Items Finalize booth size. Sign up for same 20 x 20 foot booth space or reduce booth size. Continue to participate in Engineering Technical Sessions. Generate ideas, topics for Call to Paper submissions. Tie marketing activities around Rock & Roll Hall of Fame. Event will be held in Cleveland, OH. Incorporate more bearing technology. Display more bearings used in steel industry at booth. Invest in pre-show contest to sponsor mill members trip and attendance at AISTech 2015. Expand on the 3D bearing demo. Determine how to be more engaging and hands on experience.