By Nikki Clohessy

Trade shows play a crucial role in the business world, serving as a unique platform for companies to showcase their products and services while fostering valuable connections within their respective industries. At The Bespoke Group, we understand the importance of making the most of these opportunities and continuously strive to enhance our trade show experiences. In a recent conversation, our HR Director, Nikki Clohessy, sat down with our new PR Account Executives – Katie Flynn and Max Walmisley, to gain an insight into their first trade show experiences with the company.

Pre-Event Planning and Expectations

What event did you attend, where, when?

KF – I attended Labelexpo in Brussels, on the 11^th of September to assist our client, Gallus.

MW – I visited Labelexpo in Brussels last month, TCT in Birmingham in June, and London Packaging Week a few weeks ago.

How did you prepare for the event in terms of planning and research?

KF – The preparation for the event involved collaborating with clients and journalists to create high-quality content. In-depth client knowledge was crucial, as it informed editors about exciting press releases and impressive sales figures from Gallus, such as ‘the Gallus One’.

MW – For Labelexpo, I researched ACTEGA’s ECOLEAF technology as I was supporting them with their press conference. Before TCT and London Packaging Week, I focused on reading up on who would be exhibiting and what they were showcasing, as well as the talks taking place.

What were your expectations before attending the show?

KF – I was informed that trade shows were extremely busy; I was excited to see the world of printing and packaging in motion!

MW – Before attending Labelexpo, I had an idea of what to expect but hadn’t anticipated its size, which was impressive with eight large halls filled with label printing machines, and its prominence in the industry.

What did you want to gain in terms of learning and development by attending the show?

KF – I aimed to connect with journalists, observe a trade show, understand competition, and identify the advantages our clients provide to the print and packaging industry through real-life interactions and networking.

MW – To see journalists interviewing our clients for myself and how we can help with staffing the interview. Seeing as we often spend a lot of time trying to secure these interviews for our clients, I felt it was important to understand how they worked in person.

Event Highlights

What were the most notable moments at the show?

KF – Part of my role is reaching out to journalists to share news about the latest Gallus technology, and the upcoming press conference. It was gratifying to see our team’s hard work come together and to have a big audience gathered to hear the press conference. Dario Urbinati, CEO of Gallus, discussed the challenges faced by the printing industry, highlighting how Gallus is developing technology to tackle these issues, a departure from companies focusing solely on technology.

MW – We assisted ACTEGA in showcasing their new technology at Labelexpo, ensuring a successful event, and expressing gratitude for our assistance. It was also great to see the ACTEGA team celebrating a successful day at the show and press conference.

Event Information

Did you discover any products that stood out to you and why?

KF – I enjoyed seeing ACTEGA’s ECOLEAF press, a client of The Bespoke Group and was impressed by their innovative use of “liquid foil” as a sustainable alternative to plastic-backed foil, highlighting the company’s sustainability progress.

MW – At London Packaging Week, a paper alternative for bubble wrap was discovered, and many companies are offering similar products. This idea aims to make packaging more sustainable and impact the industry, making it a significant change.

Please comment on any press conferences, workshops, or presentations you attended, what did you learn from these?

KF – Dario’s press conference highlighted key issues in the modern packaging industry, including labour shortages, and proposed solutions by demonstrating Gallus’s approach behind “smart, connected printing”. The discussion focused on the future of the print and packaging industry.

MW – At London Packaging Week, Cameron Worth, founder of SharpEnd, discussed how consumer brands can leverage technology and data in packaging, highlighting the potential of the packaging industry. Jamie Laing, founder of Candy Kittens, provided insights into their business’ use of packaging to boost sales and customer engagement.

What industry trends or insights did you observe at the trade show?

KF – Labelexpo highlighted the growing use of digital presses and the emphasis on sustainable presses, highlighting the rise of eco-consciousness in the print and packaging industry.

MW – Companies at the three shows were promoting sustainability by focusing on machines with less waste and better materials, a shift from past efficiency, and a move towards environmentally friendly practices.

Event Takeaways

What were the most significant takeaways from the trade event experience?

KF – The value of good preparation cannot be understated; it was rewarding to see our work take effect in real time. Building solid relationships with journalists will not only help with client outreach but will also create a more enjoyable experience at the event!

MW – It has highlighted the importance of networking, building relationships, and finding new business. This has helped introduce me to journalists and provide new industry information.

How can these be applied when you attend future events?

KF – To continue building relationships with editors, and always start event preparation early!

MW – I plan to network extensively, share business cards, and stay updated on industry trends and technology to better understand the accounts I support in my role.

Future Events

What future events are you planning to attend as part of your role?

KF – I look forward to attending further trade shows in the future – the big one to get

ready for is Drupa 2024. Preparations are already underway, so I am keen to see it all in action!

MW – I am looking forward to Drupa 2024, as I have heard from everyone that it is a large trade show! I’ll also look to attend any relevant UK-based ones to gain further experience.