I read Frank Romano’s interesting opinion article last Friday concerning both Heidelberg and Komori deciding not to exhibit at Graph Expo this year. Frank puts the reasons for this down to the changing industry and timelines for different technologies. While in most cases Frank and I sing from the same song sheet, in this case I have to disagree with him. If it was changes in technology that forced this move by Heidelberg and Komori, then why have they not pulled out of other print shows like Ipex this year.
I believe the reason is not to do with technology and the timelines of change, but relates to the rationale I gave in my recent article “Do We Need a Graph Expo Each Year.” At that time I was pretty certain that Heidelberg would not be at Graph Expo in 2010. I believe their reasons were that they saw little return from the costs of attending this show in the way it was being run. I am also pretty certain that there are other major companies, some of whom are in the digital printing market, who at present are considering withdrawal from this year’s Graph Expo.
Today there are alternatives for major vendors in how they present their messages to potential customers that appear to give a better financial return. I am not saying we don’t need trade shows, far from it. We need trade shows in various forms that provide the vendors with the best opportunities for getting their messages to both customers and prospects. Trade shows should no longer be a means of financing trade organizations, and such organizations need to restructure themselves to meet the changing marketplace that Frank so eloquently describes.
Discussion
By Patrick Berger on Feb 21, 2010
Print show expo's fill a need for us printing moths who are attracted to the print show flame.
We go because it is there!
What would What They Think and all the other printing trade reporters and publications do without any trade shows or conferences to attend?
Many of the conferences and trade shows has been a financial burden on this industry for decades. It has been milked very hard and the teat is beginning to dry up.
By MIchael J on Feb 22, 2010
I think Andy hit it square on with
Trade shows should no longer be a means of financing trade organizations, and such organizations need to restructure themselves to meet the changing marketplace that Frank so eloquently describes.
It's a bad business model going forward. Puts everyone involved in a condition of moral hazard vis a vis the printers on the ground.
It might be education, running local organizations. But I think it's similar to the problems faced by the magazines and other media.
If your selling eyeballs to the person paying the bills, you're in the dog food business. If the customer to whom you are talking is the same as the people who are footing the bill, it's a different business model.
By Jim Olsen on Mar 04, 2010
Frank is correct in his technology chronicle. Heidleberg and Komori are not at GraphExpo because they don't have digital printing presses to exhibit. It's as simple as that.
Moreover, they know their market and exactly who is likely to buy an offset press. So they can go knock on each one of those doors and invite them to see a demo someplace. Have you heard of many new offset printing company start-ups lately?
An event that presented exactly the right products to the right audience was Dscoop 5. I'm not sure how many of the 1,800 attendees were digital printers or future digital printers versus vendors, but the audience was highly qualified. They either owned Indigos or were selected HP invitees who were likely to buy one. Now that's a pretty effective way to sell products and services.
The trade association/trade show model is altogether a different story.
Discussion
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