The Burgess Hill, West Sussex-based printer was exhibiting alongside Konica Minolta and showcased its recently-launched personalised scented direct mail offering, Smellymail.

Andy Fry, managing director at Nova Direct Mail, said the Smellymail product enabled the company to garner a considerable amount of attention, which then allowed them to discuss other elements of the printer's offering.

"We already have around 50 client visits in place following the show so for us, it has been a massive success," he added.

Nova digitally prints the mailers on its recently-installed Konica Minolta bizhub PRO C6501e before one of around 50 scents are screenprinted onto the piece by a local company.

The mailing piece is then creased, folded and glued using Nova's in-house finishing equipment before being mailed.

Nova's partner at the show, Konica Minolta, was showcasing its bizhub Press c6000 on stand. Pauline Brooks, group product manager for the production print division at Konica Minolta UK, said the show had been a valuable experience.

"Attending Technology for Marketing & Advertising has allowed us to enter into a dialogue with customers in sectors we might not have done so before so exhibiting has been very worthwhile," she added.