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Industry Insight

HP Will Not Participate in Ipex 2014

By Adam Dewitz
Published: June 21, 2012

WhatTheyThink has confirmed HP will not participate in Ipex 2014:

“HP has decided not to participate in Ipex 2014, as we are shifting our marketing and sales focus to more local and application-specific events, as well as to customer business-development programs such as Dscoop-sponsored events that help our customers profitably grow their businesses.”

This annoucement comes as a surprise after the large presence HP had at drupa. HP reported “record results” from the show that “surpassed results from any other graphic arts tradeshow in its history.”

Cary Sherburne is talking with HP executives to get a more strategic view of the marketing shift. Watch WhatTheyThink for details.

 

Discussion

By Charles Corr on Jun 22, 2012

While DSCOOP is great, meeting prospects and supporting the industry is also important. IPEX has been a very important event falling between DRUPA events. This appears to be cost-cutting and that isn't a good sign for the recently reorganized HP or for the industry as a whole.

 

By Erik Nikkanen on Jun 22, 2012

I just had a thought. If a company develops really good products that generates their own demand, then maybe trade shows are not so important.

Not sure if this applies to HP but it could be a reason for some successful companies not to go to every trade show.

 

By Rossitza Sardjeva on Jun 25, 2012

After drupa'12, IPEX 2014 is close term - only two years....HP and probably most of the companies can't afford to spend money only for show.

 

By Andrew Gordon on Jun 26, 2012

I'm sure there are a number of reasons for this decision and Cary's interview that was posted today sheds some light. There's definitely been a trend towards vendor captive events and certainly HP has had a very good ROI from their captive events. However, based on the traffic in HP's drupa booth, it's hard to imagine why HP wouldn't want to show up at every major trade show. In fact, their booth was packed! Perhaps another scenario is playing out where the traditional commercial print business is maturing for HP and they are looking at segments such as photo printing, display graphics, packaging, books, newspapers, etc... Penetration into these segments may be more successful by focusing on specialty conferences and captive events? I also think that there are some questions circulating around the industry regarding IPEX's future and whether it was a good decision to move the show to London. I do find it interesting that Landa came out suggesting that he is reconsidering IPEX. So, maybe HP's decision is a combination of all the above? There was a time when all the major vendors felt compelled to exhibit at all of the major trade shows. Then, they started to pull back from the ones that weren't profitable ... or simply cost too much. We don't see HP, Kodak, or Xerox at On Demand? ... Ironically, nor most of the the offset manufacturers at Graph Expo? I guess it comes down to how a vendor measures success and how a trade show can support their strategic goals. If it's just about revenue, then there are other options. If it's about promoting change and supporting the industry, as Charlie encourages, then a presence can help advance those goals.

 

By Pete Basiliere on Jun 27, 2012

Major trade shows like drupa have an element of serendipity - the opportunity to see exhibitors with products the attendee was not aware of.

But, having attended numerous trade shows as a buyer and an analyst, I am convinced the best show for attendees is the captive event with a small group of attendees with similar businesses.

In the end, to paraphrase Harry Quadracci, we don't compete as much with each other as with other media. The ability to network with peers that occurs during well-run vendor events far surpasses what can be learned in an trade show booth.

 

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