This post was first published on 4/27/18 and updated on 2/22/21.
When I first wrote this post, Milwaukee’s NPS18 new tool media was less than a week away. That was more than two years ago now.
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There was no official Milwaukee NPS event in 2020, due to the COVID pandemic.
My daughter mentioned the “cow cheese” that I used to bring her from Wisconsin, leading me to reminisce about past Milwaukee NPS media events.
Although there was a virtual event in late 2020 – read more about the Milwaukee Pipeline new tool launches here – nothing comes close to the real-life experience.
Milwaukee NPS Preparations
So what it’s like going to a Milwaukee NPS tool show? In one word, it’s exhausting! But in a good way.
Different brands’ media events flow differently, and even evolve over time. Prior to 2020, Milwaukee’s NPS events didn’t change very much, at least not in my experiences, aside from growing a little bigger and bigger each year.
I attended Milwaukee’s NPS media events in 2012, 2015, 2017, 2018, and 2019. Benjamen went for ToolGuyd in 2016, and attended every year since then as well.
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Preparation usually involves playing a frustrating game of “what do I bring?” where I pack enough camera gear for sufficient photo coverage but not too much that it bogs me down.
Day 1: Travelling to Milwaukee
When travelling to Milwaukee, I am usually on my own to and from the departure airport, and Milwaukee handles the rest, from picking me up at the airport, to delivering me back there when it’s time to go home.
Larger media events tend to be like this, where most of your activities are scheduled and executed without much individual effort. You show up, and the host takes care of the rest.
Food and drinks are paid for by Milwaukee, and the same has been true for airfare and hotel accommodations.
In earlier years, we went on tours of Milwaukee Tool’s facilities the first day. Given my flight schedule, this usually meant going straight from the airport to Milwaukee Tool.
Milwaukee adjusted the arrival-day schedule in later years, and I tended to use the extra time walking around the city.
There will usually be a welcome dinner before the event, and maybe an entertainment option the end. There’s time to schmooze and reconnect with people, and to chat with Milwaukee Tool managers and engineers.
It’s not long before everything feels like summer camp. Well, at least that’s how it feels for me. I don’t travel a lot for ToolGuyd, and so when I do it’s somewhat of a treat, despite the hard work and long hours involved. It’s always great to see friends and acquaintances again, and that’s part of what makes everything so much fun.
Each year there are more faces, and it’s always great to meet new people.
Everyone catches up a bit the first night, but we all try to get a good night’s sleep, at least those of us that know what’s ahead of us.
If something was announced or shown off that first evening, I usually try to put together a quick post before bed.
Day 2: The Big Event
Wear comfortable shoes and don’t be shy about eating a good breakfast.
There are different ways to experience Milwaukee’s NPS media events. You can treat it like a “show and tell,” where you follow along and absorb. You can live-stream the experience to your audience, helping them to be a part of it. You can treat it like a hands-on experience where you try out all the new tools that everyone will be asking you about.
My approach involves a mix of things. I like to take photos, ask questions, and test the tools that interest me most. If I take a break to rest my feet, maybe I’ll post something to social media.
For me, these and other media events aren’t just about learning what is coming out, but what, why, and how. Emails and phone interviews are helpful and insightful, but they don’t come close to what can be gleaned from face to face discussions with engineers and product managers who played major parts in designing the tools being demoed and talked about.
Here’s a quick example:
Milwaukee Tool introduced a new “point and shoot” thermal imager at NPS17.
See Also: Sneak Peek: This is Every New Milwaukee Tool We Saw at NPS17
When I first saw it, I thought the compact M12 thermal imager sacrificed features for the sake of reaching rock-bottom pricing. After talking to an engineer and the product manager about it, I had completely changed my mind.
We talked about how they worked to reduce start-up time. We pulled the battery, to compare a cold start-up to a sleep start-up. We talked about how they hid the temperature units switch (°F and °C selector) within the battery compartment in order to simplify the main user interface as much as possible. We also talked about the types of users they designed the tool for.
You can’t get the same deep insights from press releases, and although there are interview opportunities throughout the year, nothing matches up to NPS event-level conversations.
If I have a question, the appropriate person gets pulled into the discussion.
For first-timers, here’s my advice: take breaks when you can, and grab a snack before you need one. I don’t take enough breaks, and my body always feels the punishment afterwards.
NPS Isn’t Just One Day
I try to keep in mind that NPS isn’t just one day. Milwaukee hosts other presentations the same week, especially if specialty tools are involved. Plus, there’s all the setup, planning, and set-building that’s involved.
If a demo shows how a tool responds to 16″ stud clearances, they build a free-standing wall. Someone has to design and build all of the test rigs, jigs, sensors, and equipment.
It’s a huge convention that involves a lot of work behind the scenes. This is of course beyond all of the work and effort that goes into the new tools themselves.
And, after going through the setup, presentations, demos, and hordes of journalists, reviewers, and influencers manhandling everything, they have to take everything down and clear out of the event space.
Sometimes a prototype isn’t perfect, or a demo doesn’t go exactly as planned. Not everything is going to have a high level of polish, but it’s worth keeping in mind that many of the tools are often a few months away from launching.
NPS is a massive effort, not just by Milwaukee as a brand, but by people.
While not quite the same, Milwaukee’s 2020 Pipeline virtual events also involved a lot of work and effort.
Dinner and Drinks
Milwaukee knows how to throw a party. So far, no other media event I’ve been to has come close to replicating the experience, but some have certainly tried.
It’s a fun cap to a very long, hard, and busy day.
I’m very curious to see what Milwaukee’s bar tab looks like at the end of an NPS media event.
Day 3: Departure
IN 2017, we had extra time for photos, video, and discussions, and then we went on a boat tour. The optional Milwaukee Tool tour was scheduled for the departure day in 2018, and my flight schedule forced me to miss it.
Milwaukee tends to survey attendees before and after events, and they change things up over time. In 2019, there was nothing scheduled for the departure day, but because the first night’s dinner event was at Milwaukee Tool headquarters, they were able to fit in a tour of the facility first.
Day 4: Back to Work
Processing all the information, insights, and images from an NPS event is hard work and takes some time.
I usually start by focusing on the major highlights, and then follow that with a steady stream of news coverage.
One thing I’m thankful for is that Milwaukee’s NPS events usually end on a Friday, giving everyone a weekend to recuperate.
Mike
One question I have is Milwaukee still going to come out with the Carbide teeth sawzall blades for metal? Back in 2017 I went to an Ace Hardware Convention and they had them there, but ended up withdrawing them from being ordered to go back to improve them.
adam
As much as I like keeping it all Red, and I guess I still am, I don’t mind using Diablo blades. That’s all the company does, so I’d like to think their products are superior to other offerings. Unless Milwaukee comes out with a Carbide pruning blade, I am in love with Diablo for that alone. It didn’t turn my One-Key sawzall into chainsaw speed or power, but let me cut up 12″= telephone poles w/o thinking I had to have one, but will probably buy one if Milwaukee releases it.
I’m sure it will be announced if they do, but will they be redesigning the heated jackets? I’d like a build that is in-between the current jacket & previous model. New one is too thick & bulky (way TOO much arm gusset/all around material), but I like the tougher outer material better. I would also like to see a light built into the cuff/collars both for safety & utility. Perhaps change/add to the heat indicator button to be brighter or have a flashlight mode.
Will Milwaukee be redesigning any tools for PackOut compatibility? Such as the bottom to their radios or fans?
Speaking of, what about a larger (& quieter) fan option? I wouldn’t mind them correcting the lack of standard extension cord input either
Google/Alexa software on a M12/18 powered speaker?
adam
and, most importantly, did my ticket to the event get lost in the mail? …again
fred
I attended a lot of trade shows over the years – mostly as a prospective buyer – but sometimes as an exhibitor. Your role (as a media guru / reporter) is rather a bit different. Either way – they can be exhausting – especially for the larger shows and/or if you have abbreviated travel plans. Maybe it was a lament of old age – but in the later years of my business life I found it better to send one or more of my subordinates. Often I felt that there was a certain sameness from year to year – even though I realized that there might be a few gems on exhibit.
What I’m happy to have observed is that many of the shenanigans that were part of trade shows when I first attended back in the 1960’s – seem to have been replaced by more professional conduct – even for those shows held in places like Las Vegas and Reno. Maybe we are growing up as a people, replacing the once male dominated trade shows – often rife with sleazy after-hours events – and offers bordering on the illegal – with more inclusive business-oriented fare.
pete
Looks like fun! But… a whole lot of work!
Joe
I wouldn’t call it work or that 7 hr is a long day. I do appreciate you going and summing up the event. What always bothers me is that the people invited ( not you of course) don’t buy these tools , they’re given them. The people that actually buy the tools are not there.
Not just me but thousands of construction companies ( not the fake You Tube Construction guys, real companies) that spend tens of thousands of dollars every year on tools aren’t invited. It makes No sense.
We know what we want, how to make it better,how to “ tweek” it to make it perfect instead of a whole redesign. What tools we need to be built and so on. I could use a tool once at the event and tell the guy what’s good and bad in a minute..
I usually watch these things live or just after the events. The people there are like sheep, afraid to touch anything,and ask the tough questions to the rep right there or call him out for a bogus or misleading demonstration. It’s like they just wanna make sure to kiss the right a**, to go again.
Maybe just maybe you could ask the tough questions, say hey “ you dropped the block on edge to ruin the Dewalt case. But dropped it flat for the Milwaukee case, cmon dude”
Definitely interested in Milwaukee’s answer to Flexvolt……..what’s funny is Dewalt has no negative ads I see bashing Milwaukee,but Milwaukee hammers Dewalt with bogus ads every year…..gonna be fun.
adam
I think the ‘worker’ input is done before the product is designed, otherwise they would need to re-do the tool once more.
This is also more to get the word out, not truly test the tools. People with fancy cameras or such, and (usually) the ability to string words together with more finesse are the ones that go. Obviously they are in the tool world, but typically not a line-level employee that will be using the tool the most. They would have to invite a TON of tradesmen to cover all the product categories, and most would only focus on their trade or only tools useful to them.
Stuart
Media events like these were typically open to industry reporters and journalists.
Well, in this day and age, a lot of people get their news from blogs, Instagram feeds, and YouTube channels.
B
Well… when are you going to tell us about the new products???? I can’t find anything anywhere.
fred
I would think that they invite their biggest buyers (at the wholesale level) – like folks from Home Depot and the other big Milwaukee purveyors. For us small guys (my small tool buying budget was typically less than 7 figures per year – for 4 companies) – we do not influence enough purchasing decisions. Now with the Internet – folks like Stuart can reach a much bigger audience.
Regarding marketing – I still do get some “focus group” sort of surveys – today via email – and in the past (perhaps when I better fit some demographic – I was invited to participate in some face to face ones. I think a flurry of these invites came after we had a spate of construction work for film and commercial sets – our business name then perhaps becoming known to some advertising titan like Saatchi and Saatchi.
Travis
All of the big time buyers and companies go to a different event which was weeks ago. This is a media event.
glenn
The focus group and R&D thing has already been done.
This is a media event meant to get the details of new and upcoming tools out as quickly and as widely as possible. Nothing more, nothing less.
It#s called promotion.
Stuart
Big brands typically involve construction companies and even local contractors to field test tools during the R&D and product refinement process.
Regarding “free” tools, that’s a very complicated topic.
Demos at these events are typically designed to show the best about a new tool. It’s a good chance to check out a new too, but I tend to take comparisons with a grain of salt.
Rx9
Stuart, I think the number one question on everyone’s minds for NPS18 is the “high voltage” question.
What’s Milwaukee’s strategy for high demand applications where voltage north of 18v is essential?
They’ve done a brilliant job of pushing the 18v envelope, but at a certain point, there has to be some higher voltage system in place. The M28 was a meh first foray into that territory, and it is now all but completely gone.
I really think a flexible voltage system is the best solution, and I feel that 54-60v will be the industry sweet spot.
Perhaps an even better solution is for a line that can run both dedicated 60v cells or 18-60v flex cells. My guess would be flex cells with an interface capable of mounting to two physically different tool-side interfaces, one high voltage and one 18v. This would allow a physical lockout of tools incompatible with a given voltage battery.
Stuart
I’m pretty certain this will be discussed.
Last year, private conversations I had suggested that they were exploring a couple of different solutions. By this time, I would think that they’d be committed to one path. We’ll know whether this is or the case or not in just a few days.
fred
I was skeptical at first about the move up in battery-powered tools to compete with what has been the domain of corded or pneumatic. My thought was that you can only support so much weight on your wrist. But I’m starting to see the appeal for tools where weight is less of an issue or maybe even and advantage. That’s certainly the case for wheeled OPE, mitersaws, tablesaws, backpack blowers, and others.
Rx9
Fred, the real bottleneck for all cordless tools (and electric cars for that matter) has always been battery technology. The advent of lithium ion batteries has been the first time in history that a sufficient enough level of affordability, weight, capacity and charge speed was reached. As the lithium ion battery has matured, it has now reached the point where it can pose a legitimate challenge to gas , diesel and corded a/c power in a variety of applications.
Exc444
It’s called Dewalt Flexvolt Power tools with over 500 patents on that battery. I doubt they will do anything among those lines with all the bashing they did on the flexvolt platform which was first of its kind. They decided to go another route with the MX fuel.
Nathan
seems like they would want to make it a 2 day event just to make sure you guys have enough time to gather thoughts on everything. If no other reason than to help their marketing campaign.
TJ
My question is when they will make nailers that don’t suck. Not every tool can be ‘best of breed’, but tools from medium to high-end vendors shouldn’t be awful, which seems to be the case at the moment with Milwaukee nailers.
Tool Of The Trade
I’m gonna have to agree with Joe being that it seems that they only invite those who are in the media and the personnel of the sites that they sponsor as well as tool blog site personnel. No offense to you or any of those individuals who are attending the event, but I doubt that the people in attendance are buying & using these tools on a daily and consistent basis for 8+ hours a day. Wouldn’t it make sense to also invite the people that pay for & use these tools to make a living to the event? If I were there, I’d ask them some serious questions and I would want to test the tools to see what they can really do & how effective they are compared to earlier models or a different brand’s model of the same tool. Not some bullshit 2 minute demonstration on some display that they set up for their convenience which may or may not be a realistic situation. I would also want to see the advantages of the cordless tools compared to the corded tools in comparison to power, run time, weight, etc. How can an evaluation be made if you can’t see the tool’s performance in a real setting situation while being pushed to its limits to see its full capabilities and without a similar comparison? If I were ever to attend one of these events, this would be the information I would inquire about and I would want to see realistic situation peak performance first hand against competitive brands or similar models. I’m sure I’d piss them off and ask tough questions that they may not have all the answers to. I’d put them on the spot. I guess that’s why it’s a private event and they only invite media personnel to the dog and pony show that won’t ask tough questions. Why isn’t there a dog and pony show where all of the big box brands are under one roof? Hmm… I wonder? Either way, have a blast and enjoy yourself.
Frank D
Similar thing with the car events … everyone who gets to go is all oooohs and aaahs over numbers, the new car smell, etc … but pretty much zero questions that actual daily users would pose, based on failures, glitches, gotchas, …
I have several gripes with two of our cars, where the bean counters cut corners and the designers don’t actually use the vehicle (no front fog light option, no front window defrost, tiny non grip through inside the door handles, unreadable gauges due to chrome glare, unreadable radio display due to outside sun glare, …)
Dirck Van Lieu
A significant number of attendees are not only reviewers and journalists, but full time, knowledgeable, and skilled trades people. Many have played a role in post-release critiques and some have been instrumental in changes. To characterize them as ignorant of real world tool usage is off the mark.
Stuart
There are public trade shows where customers and potential customers can check out new and upcoming tools. They’re often trade-focused, so that a customer or potential customer, or potential retailer can evaluate the products of most interest to them.
I’ve been to a few Woodworking Shows, and it’s a mess. I’m often ignored if there are older and deeper-pocketed potential customers for the exhibitor to make a sale with. I would never want media events to be open to the public.
At a show last year, I was trying to get technical details and a better understanding of a product, and this guy kept interrupting with questions like “what’s it do?”
fred
I attended some US woodworking shows as a hobbyist – not an exhibitor or business person. My take is that they are indeed a mess. I guess that some folks might like them – but they were not for me. I was much more impressed, the one time I attended LIGNA in Hannover – but maybe that was a one-off – and if I attended more than one it too would have grown old.
OhioHead
IMO – the major tool vendors get end user feedback while tools are in the design phase and tool companies will visit an area(s) to test the upcoming tool for end user feedback on a commercial site (end user put the tool thru it’s paces & provide feedback on performance & suggested design changes).
I am confident before a tool is in the prototype phase end user feedback is being gathered & thru out the design phase (how do I know this? I worked @ big Yellow and was a part of the DW 660 (drywall cut out tool) pre launch team) – I have not worked @ a power tool company since 2002…..a lot of “big” yellow folks are @ “big” red now and end user feedback is critical for a successful product launch….
Stuart make sure you order a Bloody Mary @ the MKE event & report back on garnishes….and if you get an offer for a proper WI beer chaser or not!!!!!
hangovna
Milwaukee invests money into each attendee and by doing so wants their investment dollars to stretch as far as possible. So by inviting journalists and reviewers that are trusted and respected in the industry, they have a better chance of success than inviting random people who not many people know about and won’t influence a large audience. Many of the attendees worked in the industries for many years and moved on to reviewing products instead probably because the opportunity was better – can work in the comfort of their homes, sit at a computer instead of degrading their bodies, etc.
Frank D
All this time later and there are still ZERO . ZERO Milwaukee Packout items to view or on sale at any nearby Home Depot …
Ttttssssss.
Stuart
I saw combos at my local HD stores around the holidays, but they moved fast.
Rx9
I dig the packout boxes, but I’m not going to buy one until the price is competitive with toughsystem.
D
You should see the packout prices in Australia. $689 for the 3 box set. $159 for the small box on its own. Just ridiculous. I don’t think anyone could justify buying them.
You can get a brushless tool combo for the price of the packout set. Tools make you money, boxes don’t.
Ryan
Yes they do…they just aren’t front line soldiers.
nfletcher2
I have not used the ToughSystem, but from everything I’ve read, and my experience with the packout system, packout is worth the added cost. I have several peices and I love it.
D
How do you find the weight?
I’m not a fan of the Toughsystem either, but the packout rolling box is 10Kg (22lbs) empty, and the small box is 4.6Kg empty!!!! That’s double the weight of the Tough system.
If I had a 4Kg recip saw and battery in a small packout box, I would have to carry 8.6Kg (19lbs)!!!! The box weighs more than the tool (which is a heavy tool).
Packout in it’s current form won’t last. Too heavy and too expensive. Milwaukee will soon realize this and make changes.
nfletcher2
I have the roller tote and it is very well balanced. When I have to lift into the van it can be heavy but I don’t have to do that often. If one had to lift often I could see the weight being too much but I feel like the added weight provides the above normal durability.
Brian Miller
I have the Packout system and its just ok. I’m a masonry contractor and I leave my tools on the truck day and night, snow and rain. The other day I went out and opened my power tool box (the rolling one) and there was a 3/4 inch of water in it. No other box, just the big one. I called about the warranty and talked to a very helpful guy who promptly sent me another box. The other day it rain an inch or so and same thing. This time it killed my 12v impact. Not cool. I will be calling tomorrow.
DanFromMass
I’d like to see what new things they can do with the Red Lithium USB platform.
Ton’s of the guys on our jobsites have switched to the rechargable headlamp.
Maybe the batteries could power some milwaukee jobsite 2 way radios. Or maybe a green laser pointer!
Stuart
Me too. =)
I asked the same thing, and was told that “right now the focus is on personal lighting equipment.”
But that can change.
Jason
Hey Stuart, please ask about M12/M18 laser levels if you get the chance. That’s a kind of personal lighting, right?
Austin
Look forward to meeting you there. I have been following your site for quite some time and you always put out good stuff.
Mike
Is this in the city of Milwaukee?
Stuart
They’re HQed in Brookfield, WI, which is just west of Milwaukee.
JMG
I would be curious about what their primary focus is going to be for the next year. Will they make any statements about what they are committed to for the near future at this event? Or will it be just a showcase of current developments?
Industry shows always were a grueling event. I swore that if I ever visited another IWF, I would wear a backpack, along with the best hiking boots I could afford. Also, I would pay the price ahead of time for a hotel room next to the convention center as well.
fred
Yes – but Milwaukee in May – might be a bit cooler than Atlanta in August.
The last IWF show I attended was about 10 years ago – it was warm and humid – and even the short walk from the Omni was wilting in a suit and tie (more common attire back then)
Matt
I wish I could go but do you have to be invited or can you buy tickets or something
Stuart
It’s invite-only.
Paul M King
I am hoping Milwaukee returns to the original NPS model. The Pipeline event was good but I didn’t feel it got quite the media coverage the original events did. The original one had many different trades represented and everyone captures the new products from a little different perspective so you have better information when making product purchase decisions.
Adam
My question is , does anyone know when Milwaukee is bringing out, the second generation 16 gauge finish nail gun , thanks Adam.
Adam
Know one seems to know the answer to my question, so I might as well talk to my self,
Stuart
I haven’t seen or heard anything about gen 2 finish nailers.
Adam
Okay thanks, last year Milwaukee told me in an email they were bringing a 2nd generation 16 gauge out soon.
Chris Shelton
Can you do a review about drill step bits? Are the expensive step bits worth the 2x and or 3x the price of cheaper ones?
Stuart
I’ve used both before, but I don’t think I’ve compared them.
Part of the higher cost is because the newer ones are impact-rated and tougher.
The last time I did the math, the newer step drills were 38% to 50% more expensive than their older ones.
https://14cyiuhvcgv.com/best-impact-step-drill-bits/%3C/a%3E%3C/p%3E
Josh
Is there any update on the M12 Cordless Pin Nailer? I’ve been anxiously awaiting this for awhile.
Stuart
Still on the way, no firm ETA yet. (I asked a week or so ago.)
Josh
Thanks
Josh
Hey Stuart,
Looks like the Pin nailer is now available for pre-order on Ohio Tools. Found out through the VCG Constuction YT channel. They said it should ship by the 15th of March.
https://www.ohiopowertool.com/p-24642-milwaukee-m12-23-gauge-pin-nailer-kit-2540-21.aspx
Thanks,
Josh
Adam
Okay when you say pin nailer, is that a new 16 gauge.
Stuart
23 gauge.
Stuart
Thanks! Milwaukee’s official press release came in today, unlocking preorders.
https://14cyiuhvcgv.com/milwaukee-m12-cordless-pin-nailer/%3C/a%3E%3C/p%3E
Launch ETA is March 2021, but don’t expect that a lot of people will get their hands on these so quickly. Other retailers have April ETAs and “high demand, short supply” notices.