Distributors have a delicate balance to maintain. On the one hand, they have to meet the demands and needs of resellers and end users. On the other, they have to keep an eye out for new technologies that might compete with their existing deals with manufacturers. For a sign and display company, the distributor's slightly split role means that attending one of their open days can often be much more valuable than attending a reseller's open house or an industry trade show. This is because a distributor's open day sits somewhere in between the two.

At a distributor's open day, a sign- and display-maker isn't imprisoned in too close and intimate a situation with product suppliers. The whole atmosphere is generally looser and more like a friendly get-together than a sales environment. And at open days sign and display producers don't need to worry about being overwhelmed by a surfeit of information and the hassle of travel and logistics that goes with attending a trade show. Distributors generally have an arm's-length relationship with end users, since their customers are generally resellers which further reduces pressure. And because the resellers tend to cover a range of sectors, distributors are often well placed to provide insights into how different technologies perform for different applications.

The distributor has to ensure that their event is organised to keep everyone engaged and happy, without the risk of upsetting any of their resellers. For instance, if a distributor is working with several developers of proof printers or colour management technologies, they must respect their reseller customers' competitive sensitivities and keep them sweet.

These events are also handy for networking, especially if the distributor is a large one and represents a broad range of hardware and software. Large distributors tend to cover a broad base of applications and businesses, so they are great places to get a broader technology view. Open days often focus on new kit and give participants the chance to touch and feel it up close. The chit-chatting over drinks and tasty titbits provides an opportunity for critiquing new kit and getting the views of other potential users, which all aids buying decisions. But perhaps most important of all for a sign and display company, participating in a distributor's open day can provide opportunities for new business. After all, every business needs graphics at some point.