Purse strings continue to be tightened and as a result, many manufacturers have had to be more savvy with their marketing spend, often opting out of trade shows that would previously have been part of their annual event cycle.

Some companies will now only exhibit at international trade shows, focusing on their own open-house events to promote product lines between show seasons.

But ask the thousands who poured through the doors of the Birmingham NEC for Sign & Digital 2012 last week and it is clear that the smaller, UK-centric trade shows still justify their place in the calendar.

This is echoed by Trevor Crawford, director of Informa’s Print Group, which is behind Ipex and Northprint. "I still believe that exhibitions have a strong future. They are the best way to conduct face-to-face marketing and we place a strong emphasis on that," he says.

Crawford believes shows such as Ipex, which returns to its original home in London in 2014, are as well-suited to the market as the smaller focused events, such as Sign & Digital and Northprint. "They complement and dovetail each other. We’ve spoken to the market and they want an event such as Northprint; there is still very much a demand," he adds.

That demand was also in evidence at last week’s Birmingham show, where HP was a major exhibitor, promoting the latest additions to its latex series of printers with a £1,000 cashback offer on the first 50 sales of its L28500 and HP Designjet L26500 machines.

Maintaining focus
According to Anne Sharp, HP Designjet category and marketing manager for the UK and Ireland, the smaller side of print trade events still have an important part to play within manufacturer’s marketing cycles, but maintaining a focus is key.

"We came to Sign & Digital with a focus because with any show –  especially the larger events – you need to justify the cost and have a clear return on investment," she says. "I am a big fan of this event, as the customers have a clear idea of what they are here for and I think that level of focus is paramount if shows such as this are to remain successful."

Technology such as digital signage played a small part of the latest Sign & Digital show, and while Sharp believes that shows such as this must continue to evolve, such diversity cannot get in the way of attracting the core visitor.

"People were knocking the door down to get into the show yesterday and this is of course a positive sign that the event is attracting the right sort of visitor. We sold more than 20 latex Designjet machines on day one, so if that doesn’t prove the show works, I am not sure what does," she added.

Océ used Sign & Digital 2012 to give a UK launch to its new Arizona 318 GL flatbed machine and had already clocked up "significant sales" by the end of day one.

Océ UK’s display graphics systems’ programme manager Derek Joys says that the show seemed smaller in 2012 but the quality of interest and leads gained on stand was higher than previous years.

"While events such as Drupa and Ipex are invaluable ways to market you brand, smaller shows such as this give you the opportunity to connect with a more targeted audience," he says. "After all, not everyone has the chance to take three or four days out of their schedule to travel abroad, so this show is perfect in that sense."

Sharp shares this view. He believes that national print events are more likely to result in sales for suppliers and manufacturers.

"International shows such as Fespa are valuable, but they serve best as technology showcases. Events like Sign & Digital are selling shows, where the customer can ponder their options before making the final decision. Losing national shows would be a loss for both manufacturer and printer alike," she adds.

As the dust settles on yet another entry into the Sign & Digital catalogue, all eyes will be on Drupa come May. But for the many who will not be making that trip, events such as Digital Print UK and next year’s Northprint offer those in the industry a valuable chance to invest, expand and grow their businesses. This is why they should be supported.

"There is a future and there is mileage in the industry to look after these shows. They’re important for us, for the visitors and for UK print," adds Hybrid Services marketing manager Duncan Jefferies.

30-second briefing

• The economic climate has led some manufacturers to cut back on trade show spend, committing to fewer events than previous years
• The time, cost and staffing commitments to a broad number of shows has led to some suppliers focusing on one-off open-house events to complement their major show presence
• Other manufacturers argue that presence at smaller UK print trade shows is a worthwhile excursion as it affords customers the chance to experience new technology
• Not all print businesses can take several days to travel abroad to foreign trade events, so regional shows such as Northprint and Sign & Digital cater for these needs
• The advent of events such as Digital Print UK and the ongoing commitment to Northprint indicates that demand for such shows still exists
• While smaller shows remain popular with SMEs, Ipex – emblematic of larger shows – has already sold out more than half of its floorspace for the 2014 show

READER REACTION

Can small, UK-based trade shows remain relevant to print?

Emerson Welch
Product Director, Clarity Software
"UK print trade shows are a great opportunity for us to meet existing customers while engaging with new ones. To get the best out of them, your presence needs to be part of a joined-up approach that complements your marketing using other mediums. We exhibited at Fespa Digital in Barcelona, but by being part of a show such as Sign & Digital, we connect with clients who can’t make it abroad. We’ve signed up for next year and for the new Digital Print UK show in September as we’re committed to print events."

Sidney Bobb
Chairman, BAPC
"The industry needs events like Sign & Digital and Northprint. They breed a positive mentality and enable visitors to look at new technology, network and explore ways to add new revenues streams to their business. These smaller shows are different than the other major events as they tend to offer a more affordable range of equipment and this, in turn, can encourage spontaneity. We must support these events as they are wholly-positive and not every printer can make a trip to larger trade shows, with the time and cost involved."

Duncan Jefferies
Marketing manager, Hybrid Services
"Smaller, more focused events are the ideal snapshot for the industry. Traditionally wide-format focused events such as Sign attract a broader audience such as commercial printers looking for new revenue streams, so that is good to see. Clearly there is a need for these events. We had around 200 visitors within the first hour. It afforded us the opportunity to engage in invaluable face-to-face dialogue. These shows help both parties and offer us the chance to catch up with our new and existing customers."

To read Faverhsham House show director Rudi Blackett's comment, click here