Sign & Digital UK (SDUK), which encompasses décor, design, display, print and signage, last took place in March 2019, with the 2020 and 2021 editions unable to go ahead because of the Covid pandemic. Consequently, the organisers and exhibitors are raring to go. “It feels just brilliant!,” says event director Jenny Matthew. “I was at the NEC a few weeks ago and just the smell of the halls evokes a feeling of happy memories, energy and moving forward.
“It’s been a rough ride for all event organisers and although the decision to move the show was the right one and we had the full support of our exhibitors and stakeholders, it’s been tough. We’ve certainly enhanced our skills in agility and resilience as a team.”
The three-day show is all about finding new revenue streams or improving existing ones, and over the past two years SDUK has consulted with the industry to tailor the show to the needs of those attending. Matthew says: “Unsurprisingly the big interest points for visitors are demonstrations and meeting new suppliers. I’m pleased to say this year we’ve got a good number of first-time exhibitors as well as many returning exhibitors for visitors to see.”
One new feature this year is the SDUK Explains Lounge, which will provide information on developing revenue ideas as well as general business advice for those in the sector. Matthew outlines how it will work: “It’s an informal space where visitors can gain insights from their peers on how to strengthen and grow their businesses and identify and harness new revenue opportunities.
“There’s a rolling programme of sessions covering topics such as growth and exit strategies, financing, recruiting and retaining staff, creating new revenue streams in a changing marketplace and many more. It will also be manned throughout the show with industry experts who can help with one-to-one advice if needed and we encourage all visitors to stop by.”
The textiles market has been a significant area of growth for businesses in the wide-format sector over recent years, and this remains an area of growing importance for the SDUK exhibitors and show-goers. Matthew explains that as well as the many applications textile printing offers for personalisation, it’s a revenue stream that is relatively easy to move into.
She says: “Wide-format businesses can upgrade their machines and open up a whole range of revenue opportunities. Though not a new concept, many leading brands have launched hybrid textile printers during the pandemic which enable operators to switch between direct-to-textile and dye-sublimation transfer printing for the production of an array of applications from fashion textiles to interior fabrics and wallpapers with just one machine.
“This year we’ve made it easier for visitors to find exhibitors to talk to about moving into this area or expanding their current operations. Visitors should look out for exhibitors in the Textile Tech zone and on the Textile Trail.”
Sustainability is inevitably also high on the agenda for every business these days. Manufacturing in as green a fashion as possible is not just essential for the wellbeing of the planet – the business case is undeniable, with brands and consumers demanding manufacturers take responsibility. Across the industry there has been a move to provide more sustainable products and Matthew says the development that’s taken place over the last few years has been very welcome. She adds that visitors to SDUK can easily find exhibitors with a sustainable offering by using the Sustainability Trail.
The pandemic and the restrictions it has imposed on all of us have clearly been tough for the events industry, but the excitement ensuing from a return to business as (something like) usual is now palpable. Matthew says SDUK has worked hard to maintain engagement and momentum among the show’s stakeholders. Keeping exhibitors and potential visitors informed has been key to ensuring the event will deliver a bigger return for those exhibiting and for those attending. Matthew says: “The priority at the start of the pandemic was to work with our exhibitors to move the show date. We were one of the first UK organisers to do this and at the time it felt quite radical to push the show back a year – and never in our wildest dreams did we think we’d have to do it again.
“We spent a lot of time in the summer of 2020 working with exhibitors and our suppliers to see how we could not only deliver a Covid-safe event but also improve their return on investment and the overall exhibiting and visiting experience. Visitors and exhibitors to this year’s show will benefit from a big technology investment we’ve made – aimed at making it easier to engage with new suppliers and in a much more sustainable way.
“We also ran a series of SD Online events giving the visitor audience the chance to see live demonstrations and hear from the experts on a range of topics. It was all quite new to us and was really well received as a way to keep the industry engaged when face to face just wasn’t possible.”
Obviously, Covid is still with us, although restrictions have been largely lifted and, fingers crossed, will remain so. Nevertheless, organisers are keenly aware of the need to protect all those at the show as far as possible. As a result, the show will be run in line with the event industry’s ‘All Secure Standard’ and the latest government guidelines. SDUK will confirm specific expectations for visitors in March.
“We’ll asking visitors and exhibitors to be sensible and considerate,” says Matthew. “So to do a lateral flow test ahead of attending, though these will not be checked upon entry. We’ll be running a mask-friendly event, so we encourage those who wish to wear a mask to do so.
“We’ve invested in digital badging this year, which allows visitors to enter the show and collect exhibitor literature and show offers digitally and therefore contactlessly. We’ve also created extra space on the show floor for meetings and socialising.
“The NEC is continuing to run its Venue Protect scheme and so there will be additional cleaning, fogging of the venue each night and of course copious amounts of sanitiser at all the busy points!”
SDUK says those feeling poorly or who have tested positive for Covid should not attend.
With most of the hard work done Matthew is excited to be opening the show in March and pays tribute to the “amazing and incredibly supportive” exhibitors. She says: “We’ve worked really closely with them over the last few years to get the show back up and running and to improve their experience and return on investment. We’ve had a few companies drop out for various reasons, but the majority have stuck with us. We’ll have over 100 companies and brands at the show and I’m pleased to say a number are first-time exhibitors.”
NEED TO KNOW
Sign & Digital UK
What The longest-running event for the visual communications sector
When 22-24 March 2022
Opening times 22 and 23 March: 10am-5pm. 24 March: 10am-4.30pm
Where Hall 2, NEC, Birmingham
Website www.signuk.com
Hexis Wrap Battle
This perennially popular feature of the Sign & Digital UK show will see the UK’s top wrapping talent compete to be crowned as the UK’s best – and take home over £5,500 in prizes – on the final day of the show.
The battle takes the form of three heats and a semi-final and will take place on the show floor each day. Participants will compete in contests of 10 minutes, with judges employing a unique scoring system designed to place a high priority on quality.
Battle sponsor Hexis will introduce new materials each round to make each heat gradually more difficult. Hexis sales and marketing manager Stuart Shenton says: “The judges will score each contestant on accuracy of fitting, efficiency, quality of finish, health and safety at work, work ethic and technique.”
SDUK event director Jenny Matthew adds: “We’re delighted to welcome back the Hexis Wrap Battle this year. The contest went down a storm at the 2019 show, attracting big crowds each day and creating a real presence on the show floor. It’s an excellent way to showcase and celebrate the skilled wrappers within the industry. We’re all excited to see what the 2022 contenders have to show us!”
