A Marketing agency for original equipment manufacturers
Challenge: In December 2025, Okuma America charted a bold new strategic direction by transforming its entire North American campus in Charlotte, North Carolina, into a live, immersive experience.
Over two days and across multiple facilities, the first-ever Okuma Machine and Automation Fair (OMAF) delivered an end-to-end view of Okuma’s capabilities, bringing cutting-edge CNC machine tools to life and educating more than 200 attendees on the future of manufacturing. Through integrated machine automation systems and factory automation solutions, OMAF showcased how innovation, technology and expertise come together on the factory floor.
OMAF was intended to achieve multiple objectives: drive awareness and customer engagement in a challenging market; highlight best sellers and new product introductions (NPIs); and showcase innovative automation solutions while positioning Okuma Factory Automation as a key business unit for its customers.
This first-of-its-kind initiative also has a longer-term vision: create a scalable platform that can be leveraged for future OMAF events across the U.S., making each subsequent fair more efficient and impactful.
Approach: With a partnership spanning over 20 years, Crafted supported Okuma’s vision for OMAF as a strategic partner from early planning through execution. We developed a cohesive, cross-channel marketing strategy to tell a single, compelling story: position OMAF as a place where CNC automation technology, smart factory technologies and expertise come together to solve real manufacturing challenges for manufacturing leaders.
Consistency across every touchpoint ensured the event was engaging, impactful and scalable for future use. Crafted worked closely with key Okuma stakeholders on messaging, audience targeting and timing to ensure that marketing efforts directly supported business goals.
Educational messaging guided every asset, showing not just what Okuma offers, but how integrated solutions create real-world value. This cross-channel marketing approach required a wide range of deliverables, including awareness-driving campaigns, an event promotion video, website banners, social media promotions, on-site signage, attendee show guide booklet, demo machine labels and sales enablement materials. Designed with modularity in mind, these assets were built to scale. Okuma can reuse, refine and redeploy them for future fairs, supporting long-term growth, market expansion and ongoing demand generation.
Results: OMAF generated strong awareness by engaging customers, prospects and partners through high-quality conversations about CNC automation technology, machine tools and advanced manufacturing trends.
Crafted’s multi-touch marketing strategy and assets played a central role in reinforcing long-term customer relationships and in establishing OMAF as a new standard for how Okuma interacts with customers on a more personal level, not only at industry trade shows.
The event also raised awareness of Okuma Factory Automation as a distinct business unit. And with a robust library of adaptable assets, Okuma is now positioned to expand OMAF nationally with greater efficiency, consistency and impact, reinforcing Crafted as a key partner in transforming a bold vision into a sustainable, long-term program.
