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EDITORIAL
iTSSe
TSS
A D V A N C E D M A T E R I A L S & P R O C E S S E S | M A Y / J U N E 2 0 1 7
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iTSSe
TSS
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WILL THE REAL AUDIENCE PLEASE STAND UP?
I
n 1994, I wrote a column titled, “Con-
ferences andMeetings—Who’s Holding
the Gun?” The idea is that we were so
busy going to meetings and conferences
that we had no time to have fun and play
in the spray booth or materials labora-
tory. It was tough to accomplish “real
work” such as solving equipment mal-
functions, sourcing new materials, and
addressing customer issues. Has anything changed during the
past 23 years?
Yes. We now have one international thermal spray con-
ference per year—ITSC—rather than the two or three per year
that existed two decades ago. We also have well-established
thermal spray (TS) professional societies around the globe
who look after their regional constituencies. We have seen
consolidation of TS and surface engineering companies. We
now have a dedicated journal and several newsletters that
promote the industrial aspects of our technology. And there
are many more instances where it can be said that thermal
spray has advanced.
But it is not yet the household technology that many of
us desire. For instance, TS is still a relatively unknown technol-
ogy compared to traditional hard facing and the market size
compared to other technologies is miniscule. This impasse in
product recognition and branding has direct relevance for all
of us. For example:
•
The big TS companies need to repeatedly explain and de-
fine “what TS is” to potential clients who see it as only a
loosely adhering particulate coating. The small applica-
tors cannot survive on TS alone because the customers
are not there to service.
•
Universities find it di¡icult to attract high-caliber stu-
dents who are inclined towards research because they
may not have the required mechanical and materials
education.
•
Large consulting companies are relatively ignorant of TS,
which is o¢en perceived as a complex and costly process
that can be undercut by methods such as painting and
galvanizing.
TS will only become a household technology when we
have gained technical recognition and respect. Conferences,
education, applications, and other engineering outcomes are
one pathway towards gaining this respect. However, these are
largely audiences where we are preaching to the choir. What
is really needed is the additional dimension of societal impact
and this is where marketing and bona fide outreach plays a
crucial role.
Now let us focus on this column’s title, “Will the real au-
dience please stand up?” The real audience is not the choir,
but those who may not even appreciate that a TS choir exists.
The inference is that TS is insular and will remain so if we do
not stand up and speak to audiences outside of our comfort
zone. We need to consider actions such as holding TS meet-
ings in nontraditional locations, organizing TS sessions within
the conferences of other professional societies, articulating in
simple language where TS has demonstrated technical and
commercial benefits, and providing a compendium of one-
page case studies that share TS success stories.
Several of these outreach activities exist under singular
banners of organizations. However, comparisonwith other en-
gineering technologies indicates that TS pales under compar-
ative measures. To be more specific, how will a new audience
come to the TS table? Otherwise, TS will not grow; it may even
wither due to undervaluing. My solution? We all need to stand
up and become disciples, advocates, and even missionaries
for the promotion of thermal spray.
Chris Berndt
Swinburne University of Technology
Berndt