IPEX and other trade shows
“Appropriately held trade shows will survive. Print shows are different from almost other exhibitions where cars, boats, equipment, etc are displayed but are static. Functioning equipment and live demonstrations with the noise, smell and look of the pressroom are very appealing. This must remain;
we don’t want press ‘headstones’ to view or shows will become lifeless and dull. Printers want real world not virtual world viewing. The show is a place to see, compare and buy equipment, to review trends
and network with suppliers and fellow printers,” says George Clarke, president of IPEX 2010 and managing director of Heidelberg UK, responding to questions about the significance of the
Birmingham exhibition and trade shows in general.
O
n whether IPEX still holds a significant place in the international show calendar, George smartly replied, “Yes! Drupa remains number one but probably IPEX is the only other show that is truly international. That isn’t to say that Print, China Print and IGAS aren’t important but they tend to attract primarily continent-wide audiences. At this IPEX, the organisers are hoping that close to fifty percent of 55,000 plus visitors will be from outside the UK which will result in 100,000 gross attendance. We have always attracted former British Commonwealth countries and increasingly printers from Eastern Europe and Russia, the Middle and Far East. The size and complexity of machines, and with that the cost and scale of exhibiting, is a challenge to all manufacturers and for this reason there is really only room for two global-scale shows.”
“IIR is constantly doing a fantastic job at using every modern and traditional communication method, including social networking, to attract visitors and encourage pre-registration. They believe that there will remain a strong showing from the larger groups but that there will also be a higher SME attendance. My IPEX is an interactive tool which helps printers plan their visit and ipexinbirmingham.com will provide information about the facilities available locally. This is a show for learning and the IPEX Knowledge Centre (a not for profit zone for associations and other similar contributors to the industry); while the Printers Profit Zone where there are seminars about ‘adding value’, run by a print coach, could be worth a look. Plus there’s IPEX TV. Ultimately, though, it is down to individual suppliers to bring in visitors and provide the added showtime pzazz,” he explained.
Talking about the key themes at the upcoming IPEX show, George conveyed, “It will be the show that restores confidence in a battered world. Printing is a capital-intensive business which has been hit hard by the economic downturn generally and the cutback in bank lending specifically. However, there are signs in many markets that stranglehold is beginning to ease. Many printers who have held back on spending are recognising that they are losing competitiveness and that they will have to invest again in the short to medium term. I remain optimistic that IPEX 2010 could be just at the critical point in the economic cycle and that it will be a strong selling show. There will be products shown in prototype before which come to IPEX as available solutions. It’s too early to predict the technological trends but there will be some, albeit fewer given that many suppliers have had to rein in their R&D spends over the last couple of years. Workflows, the environment, added value options are obviously going to be strong themes.”
On why printers should visit IPEX 2010, his immediate reply came, “It’s madness not to. This show provides a really cost-effective way of getting the comprehensive information and data a printshop needs to ensure it has a workable business plan. Nowhere else can you as easily investigate and compare, review and analyse so that you know what might work for your business - or your competitors. It is about finding out how to safeguard your future. Those ‘too busy’ to attend will continue to beaver away for diminishing returns rather than finding cost-reducing or rather profit-making answers.”
“So, initially know what you want to achieve by setting out queries you need to get answer with your goals. Then set about finding out where to go to get answers. Good sources of information can be found with the trade press and on the IPEX web site (www.ipex.org) but do also talk to your suppliers about their stand and show plans. Make sure you pre-register and commit, you need to make the visit a success. The online ‘My IPEX’ event planner can help you create a bespoke programme,” concluded George.
