By Mansha Haurdhan

A few years ago, it seemed like the giant trade show format was over. Veteran business attendees were predicting that the internet would supplant the need to travel and view products in person, or if we did get together, it would be at much smaller and more intimate events.

However, it seems like that prediction was either premature or incorrect, as the current appetite to visit, exhibit and implement PR and marketing campaigns around trade shows would suggest that it’s a sales and networking platform that is very much here to stay. Of course, there has been some event consolidation and many of the more ‘traditional’ exhibitions have come and gone, but others are going from strength to strength as they introduce new formats and features.

Some, like Pure Digital, even launched its debut event this year targeting a vertical community untapped by any other graphic arts exhibition before it. Focused on reaching the creative community, the new show put graphic arts manufacturers and suppliers, technology and truly innovative printed applications – from signage to textiles and interior décor – in front of designers from a number of different markets. Like Pure Digital, many trade shows are now dedicated to offering a full programme of keynote presentations, interactive debates and educational workshops as well as showcasing the newest technologies. In this way, they have evolved to provide a valuable source of knowledge and inspiration to the industries they serve.

In just a few days, the latest developments in wide format and sign making will be unveiled at FESPA 2018 at the Berlin Messe. This year’s event will be the largest international wide format event, showcasing more than 700 brands, with over 18,000 attendees expected. The exhibition and conference will span multiple printing formats, with a focus on digital, textile and screen printing, while visitors will be able to explore a vast range of applications, encompassing head-turning visual communication, POS and signage, textile production, garment customisation, packaging and labels, vehicle wrapping, interior design, fine art and graphics.

The theme of FESPA 2018, “Where Print Takes Off” originates from the growing trend for technologies that add an extra dimension to elevate traditional sign and displays to new heights. Recent technological developments are driving creativity and allow designers the freedom to push boundaries with unique signage for retail, outdoor displays and exhibitions. For example, Massivit 3D, the only company to offer large format 3D printing for visual communications, will be displaying its ‘Football Billboard’: an impressive model that exemplifies how this technology can produce amazing visual communications that deliver an enormous impact (Hall 1.1, Stand A55).

Of course participating in trade shows can be very costly, so it’s crucial to plan your visit to ensure you make the most of your attendance, as we outlined in this earlier blog. But there are many benefits that simply can’t be replicated elsewhere.

For most visitors, attending FESPA will provide a vital opportunity to network, have meetings and to experience first-hand the technologies the company is planning to invest in. Companies looking to purchase new solutions or upgrade their existing kit can visit all the suppliers in one place and gather all the information they need through conversations and demos with knowledgeable salespeople. For example, we recommend joining the hands-on demonstrations of SAi’s market-leading software, running throughout the show (Hall 3.2, Stand D40).

For exhibitors, the show offers an unmatched sales and marketing environment where they can meet with trade media face-to-face and thus share information about their products with a far wider audience. The opportunity to network and learn from other members of the industry is also key to the continued popularity of tradeshows.

Of course, we will be packing our exhibition shoes and heading out to FESPA as always! From supporting our clients’ PR and marketing activities, to finding out the latest trends, seeing new technologies and networking with our industry peers, colleagues and friends – year-on-year – FESPA, and other graphic arts trade shows, still provide great sales and valuable networking platforms.

If you would like to meet us during FESPA, please contact Clare Porter or follow @BespokePR for our live updates from the show floor.