What a booth is worth after it comes down.

Once a year, Automate brings the automation industry under one roof for four days. Engineers, integrators and business leaders walk a floor of robotics, AI and industrial machinery, looking for what will change the way their own operations run. In 2025 it was held in Detroit, where Rollon set up its stand with the rails and bearings that much of that machinery runs on.

Shows like this are where a lot of business starts. Someone stops at a booth, asks a question, leaves a card. But the floor is cleared within the week, and those conversations are only as strong as whatever follows them.

We were there to make sure something did. We filmed Rollon’s hardware up close, the finish on a rail and a bearing turning over, alongside the conversations happening at the stand, and cut it into a recap of the show.

Rollon sent it to the prospective clients they had met at the show, and to the wider network they work with. It kept the thank-you personal, putting people back at the stand, in front of the hardware, in the middle of the conversation that had drawn them in.