Events and News

Marketing experts to speak at Metalcasting Congress

January 29, 2018

Two accomplished marketing experts will be speaking to metalcasters for the first time at Metalcasting Congress 2018, April 3-5, in Fort Worth, Texas.

Erik Deckers and Kerry Edelstein, two high ranking professionals known for very different competencies, will offer marketing insights to help companies build their brand positively online and cultivate long-term productive relationships with their vendors and customers.

A third marketing session at this year’s Metalcasting Congress will be a presentation of the design accomplishments and the journey taken to achieve Casting of the Year for 2017. The 2018 Casting of the Year will be announced in Fort Worth at this year’s Congress.

Deckers, owner of, is scheduled to speak from 3:15-4:45 p.m. on April 3. His presentation has the same title as his new book, "Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself."

Deckers co-authored Branding Yourself: How to use Social Media to Invent or Reinvent Yourself, with Kyle Lacy, who is also deeply involved in communications and social media. The book covers everything an individual or company needs to do to assert their brand online and to manage it effectively. A review of the book will appear in the February issue of Modern Casting.

“Branding yourself means that you create the right kind of emotional response when someone hears your name, sees you online, or meets you in real life,” Deckers writes in Branding Yourself, and that’s as true for company representatives as it is for just having fun online.

If your passion is metalcasting, Deckers can help you clarify building your brand for business success.

Edelstein, president and founder of, is scheduled from 3:15-4:45 p.m. April 4. Edelstein’s presentation is "Think Like a Storyteller: Turning Numbers into Narrative."

Edelstein’s Research Narrative helps companies tell their brand story powerfully. It prepares compelling sales stories by taking a company’s data – facts and figures – and demonstrating how that information matters to customers and other audience members.

For instance, Research Narrative will use Nielsen data with a client cable network to tell a compelling story to show stakeholders why the cable network matters. In this session, Edelstein will teach how to craft, communicate, and manage data-based stories.

In a Q & A session at 1:30 p.m. April 4, Paul Leonard, a representative from Aristo-Cast, Almont, Michigan, will present the case study of an innovative cast aerospace seat frame that earned the company Casting of the Year honors in 2017.

To register for Metalcasting Congress, please visit

The American Foundry Society is a dynamic technical and advocacy organization that serves and represents the $33 billion metalcasting industry. AFS is the only association serving the entire industry, including all metals and processes, with a three-part focus on advocacy, education, and innovation. AFS also publishes Modern Casting and Metal Casting Design & Purchasing magazines and presents Metalcasting Congress and CastExpo, the largest trade events in North America. Founded in 1896, the organization is based in Schaumburg, Illinois, with an advocacy office in Washington, D.C. More information is available at