Tuesday, 30 Sep 2014 09:04 GMT

Exhibition Economy

With digital technology becoming a more important part of the sign industry, Gianina Turner looks at the value of large-scale exhibitions and considers the benefits of the personal touch

Feel the Funk

The famous fable of The Tortoise and the Hare springs to mind when comparing the two methods that companies use to develop and market their businesses. Should they continue the old tortoise long-established tradition of displaying at trade exhibitions, or may-be let the hare-paced internet win the race? Or is there a way to make the two successfully co-exist for the benefit of sign-makers?

Let’s face it, we cannot imagine life without the internet; it is instant, accessible anytime from almost anywhere in the world and can be used on the go with the help of smart-phones and tablets. Name any successful business in the sign industry, or any other industry for that matter, and you can locate their website and social media details online faster than you can say ‘World Wide Web’.

In a world where entrepreneurs and consumers are on the internet 24/7, sign-makers are taking full advantage of its endless possibilities—from research to reading the latest industry news and watching video broadcasts. It has never been easier to communicate and network with like-minded professionals via Skype or Google+, Facebook or Twitter, and connect with customers online through social media.

Communication is key

Rob Goleniowski, business manager of sign and graphics at Roland DG, believes the internet has a vital role to play in the sign industry.


Rob Goleniowski, business manager of sign and graphics at Roland DG, says that one of the highlights of the show was the positive feedback from returning customers



“The internet offers the opportunity to communicate more often and in multiple ways with customers and suppliers,” Goleniowski says, adding: “Answers to questions can be provided via phone, e-mail, online chat or found in a FAQ webpage. The Roland Forum has been extremely successful in terms of customers communicating with us and each other, sharing useful, helpful and business-critical information as well as successes and anecdotes.

The internet offers the opportunity to communicate more often and in multiple ways with customers and suppliers”


“The Forum is also an excellent way for Roland DG to gather feedback from forum discussions on product performance and new applications, all of which help with future product development. We also use Facebook and Twitter to communicate with our customers and keep them up-to-date with what we are doing.”

Goleniowski also says that having a robust online platform and marketing strategy can help small businesses and those new to the industry promote their services and launch new products online. With a bit of creativity and the wide range of possibilities available, sign-makers can reach their customers using the internet.

He continues: “The internet is a key part of an integrated sales and marketing channel that enables Roland DG to reach potential customers consistently and regularly. The immediacy of the internet enables new products and services to be introduced in a timely fashion and even in real time around the globe. Video user case studies help humanise the technology and mean we can allow the products to speak for themselves through demonstration more than through explanation.”

A virtual future?

A recently emerged trend of online exhibitions, also known as ‘virtual tradeshows’, has seen business owners connecting via the internet to share ideas, products and services. The internet also enables sign-makers to keep an eye on their competitors and find out about the latest technology developments. In addition, this helps them cut down on expenses such as travelling and exhibiting fares, and avoid an unnecessary dent in their profit.

For those seeking to learn about new strategies or how to master software packages, the internet can be a useful tool, as many companies offer online support and guidance, thus enabling people to expand their knowledge and skills at their own pace. Software programs such as Adobe come with tutorials, which are easy to follow
can be accessed from computers anywhere.

Steady developments

Despite the latter’s influence on every aspect of the sign-making industry, trade shows prove to be more than just an expense as this year saw all the main events—InPrint Show, Sign and Digital UK 2014 and Fespa Digital 2014—getting bigger than ever. With 170 suppliers, Sign and Digital UK welcomed over 6,113 unique visitors, while FESPA’s sixth edition gathered 536 exhibitors and attracted people from 147 countries.


Experts were on hand during Sign and Digital UK to talk about their latest products and answer questions from the public
 


In an increasingly digital age, exhibitions are the only places where buyers and sellers physically come together. They are one of the most effective mediums for establishing and maintaining customer relations, as well as a powerful marketing tool. Like the reliable tortoise in the fable, trade shows always provide opportunities for entrepreneurs to connect with industry manufacturers, suppliers, and potential buyers in a relaxed environment. Sign-makers can also share their passion with like-minded people and keep up to date with industry trends and developments.

Sticking with tradition

Despite the huge opportunities available online, many sign-makers value the unique benefits of conferences and trade shows. The recent Sign and Digital UK 2014 exhibition in Birmingham was a true celebration of creativity, colour and quirkiness, where visitors had a chance to see the latest products in action, talk to program creators and ask questions about exciting technology innovations.


Perhaps more than anything else, trade shows provide a canvas for all the colour, quirkiness, and passion of the industry. Pictured: Output from a t-shirt printer on the Resolute DTG stand at Sign and Digital UK 2014



Rudi Blackett, event director of Sign and Digital UK, explains that exhibitions such as this still have a major part to play in the modern industry.

Blackett comments: “Sign and Digital UK is the only place in the UK where visitors will see a wide range of industry suppliers showing the very latest products. It is also a buying show and there are some great offers available at the event. Exhibitors gear up for this and visitors now wait for the show to benefit from those offers and to be able to make informed choice from all the products on show.”

Sign and Digital UK is the only place in the UK where visitors will see a wide range of industry suppliers showing the very latest products”


Trade shows have adapted over the past few years to meet the market changes and provide business knowledge and tips for visitors. Most events, such as Sign and Digital UK and FESPA, now include learning opportunities and live demonstrations for visitors.

Blackett continues: “This year had a greater focus on advice and learning. We increased the number of seminars and workshops, with topics such as the latest legislation and planning laws, interior décor and wall covering, textile printing and vehicle livery. We also introduced the Signlab software theatre run by Cadlink. The Sign-makers’ Workshop and the Adobe and Corel Theatres were as popular as ever.”

Unparalleled opportunity

While having already spoken about the power of the internet, Goleniowski of Roland DG says the firm attracted plenty of attention during Sign and Digital UK 2014, with a lot of interest in its range of machines for UV printing.

Goleniowski explains: “Roland DG had its most successful Sign and Digital UK yet. There was particular interest in the VersaUV LEJ-640F and the VersaUV LEF-20, which were demonstrating the profit potential and ROI of UV printing. This was illustrated by the machines outputting the huge variety of possible applications, including signage, personalisation and gifts, industrial marking, printing on 3D objects and finished items.”


With many products on display, Sign and Digital UK offered visitors the chance to see the printers in action
 


He continues: “At Roland DG, we believe exhibitions offer an unparalleled opportunity to speak one-on-one with customers and really understand their needs. For customers, exhibitions provide a chance to gather product information from multiple vendors and make direct comparisons between alternative offerings, so it’s important for them that as many companies as possible are present.”

Reflecting on the future of trade events for sign-makers, Goleniowski says that land-based exhibitions will still have a part to play.

He continues: “We believe exhibitions will remain a critical component of the sales and marketing mix because, ultimately, business is about people selling to people.

O Factoid: Sir Tim Berners Lee is credited with the founding of what would become the World Wide Web. He used a NeXT computer while working at CERN to setup the very first web server. O


“However, we do see many shows becoming more focused, which we feel is a good thing because it means the exhibitors and customers are becoming more relevant to each other so the return on investment for both parties is much stronger.”

Although attending shows may involve some degree of travelling, sometimes even abroad, as well as financial costs, the rewards come in the form of interacting directly with customers. Exhibitors are able to answer questions in person, and explain how their products can help businesses with their needs.

Working together

The good news for sign-makers is that both of these methods of promoting business have a proven rate of success. Even better, they can easily be used together to provide a complementary strategy that utilises the best of both worlds. While the internet provides professional, reliable information at the tap of a screen, attending exhibitions enables a hands-on approach to doing business, a personal touch which cannot be underestimated, even in our digital fast-paced world.

So, while the famous fable teaches us that ‘slow and steady wins the race’, it seems that the perfect solution is a marriage of both online opportunities and exhibitions to create a well-rounded approach to development and marketing. If sign-makers use the strengths of both of these media, they will stand a better chance of success in today’s competitive market.


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