drupa Gets Personal
drupa is not only the largest print media trade fair in the world, but it also brings together the world’s entire printing industry. Away from all the technology gadgets on display, everyone has a funny, exciting, or interesting drupa experience to remember. Four printing industry experts talk about the changes that have occurred over the years and share useful tips on how best to prepare for the marathon show, being held May 29-June 11 in Düsseldorf.
What do you remember about [your first drupa]?
Klaus Schmidt: [drupa 1990] took place just a few months after fall of the Berlin Wall and shortly before the German unification in late fall. During the show, we were able to meet up with Planeta, a printing press manufacturer based in Radebeul, near Dresden, to discuss a possible joint venture. Dealing with a team of executives from former East Germany was for me very new and unfamiliar. The joint venture agreement was signed before the end of drupa. Today, the sheetfed offset facility in Radebeul is the largest machine manufacturing plant in the new Federal States and one of the market’s top international suppliers.
Richard Elmer: It was a first for me in many respects. Until then, I had never participated in planning, coordinating, organizing, or conducting such a large trade fair or such a large stand with so much technology and staff. It was a very demanding and instructive experience. drupa is like a marathon, and you need to be in good shape to cross over the finish line successfully.
Flavio D’Andria: It was the sheer size of the show that impressed me the most. I was just lost for words at the extent of the trade fair grounds, the stream of visitors, and the dense population of Düsseldorf and its surrounding towns.
Philip Dunn: It was at drupa I learned one of life’s lessons. I was visiting the stand of a major American printing press manufacturer and had already talked my way through to the general manager who had given me a very friendly welcome. After listening to what I had to say, he politely said, “I have no doubt your magazine is very good, but you have to realize that drupa is the most important trade fair for my industry. The success of my company depends on it. So I am here to sell, not to buy.”
How can visitors best prepare for drupa?
Schmidt: Prior to the opening of the event, it is important to gather information on new products and services from the professional media or directly from potential suppliers. Then, a specific schedule for visiting exhibitors should be drawn up, preferably by appointment. Of course, you should allow yourself some time just to wander through the exhibition, because inspired business ideas often come about by chance.
Elmer: It is important to know what you want to see and who you want to visit, otherwise you’ll get lost. Appointments should be booked ahead of time, wherever possible. And, wear comfortable shoes, as you will cover a lot of miles!
D’Andria: You need to carefully plan ahead what you want to see at the trade fair and concentrate on the products in which you are interested. It is best to map out an ideal route for visiting the various exhibitors and remember to allow some time for spontaneous discoveries.
Dunn: [Visitors] should allow enough time to focus on the selected range of products, but also to take a general look around. Keep an open mind to surprises and, if possible, make appointments ahead of time. It is also important to make travel arrangements and book accommodations well in advance!
What do you expect from the upcoming drupa?
Schmidt: In view of the high costs for KBA as one of the largest exhibitors, we naturally expect to do some good business. We wish to see clear signals for the necessary repositioning of print media, find new ideas in analog and digital production technology, discover advancements in CAM, JDF, etc., and experience convincing solutions for current issues such as Web-to-Print and eco-friendly printing.
Elmer: This is to be the biggest drupa of all times, so our expectations are very high. Print media and the printing industry in general are in a state of transition. If you want to be a leader, you should take this fact into consideration and integrate it into your concepts and products.
D’Andria: I do not think the total number of visitors will decrease. Visitors might not invest immediately, but if the printing industry wishes to survive, it has to remain informed about the latest developments in the printing technology.
Dunn: At drupa 2008, we want to expand our activities in the new markets of Eastern Europe and South America. We have high expectations for drupa and see no reason why this successful trade fair concept should be changed in any way. pP
Klaus Schmidt is director, marketing and corporate communications, Koenig & Bauer AG (KBA). Richard Elmer is director, marketing communications, Ferag AG, Hinwil/Switzerland. Flavio D’Andria previously headed sales and marketing at Offiicine Meccaniche Giovanni Cerutti S.p.A. and is now a consultant for Cerutti. Philip Dunn is head of European marketing at Komori International, Europe.
