How do you differentiate North Print and Pack from the other shows on the UK circuit?

North Print and Pack isn't a niche show, just targeting one sector of the print industry. It's an event for the whole of British printing and packaging to investigate new technology, their next investment and routes to diversification. It's definitely a buying show; that's been demonstrated in the last few cycles, and is why we see a good proportion of returning exhibitors.

Part of that also comes down to how we facilitate these relationships at the show. We run a VIP scheme for vendors to bring their customers to the exhibition in style, which is a great way to look after existing customers and generate more business. Also, our finished products and applications zone in the seminar area allows them to extend their reach. Every exhibitor takes a panel in this zone and it means those who are primarily coming for content are encouraged back to the booths to see how it was done.

Is the decision to add packaging to the mix paying off?

Definitely. It was the right thing to do. There are some fantastic packaging shows already in the UK but none look specifically at the interplay between print and packaging. Particularly, there's nowhere for the flexo and narrow-web market to be showcased. We're seeing this reflected in the show's pre-registration breakdown, that we're attracting a packaging audience.

What do you consider to be the most exciting piece of technology coming to North Print?

I don't want to upset anyone! And, genuinely, there is such a diverse array of technology that it's hard to choose. There's everything from a working flexo press – the first time the event has ever seen one of those – plus some great digital kit. Autobond's spot UV machine, YPS showing a complete packaging prototyping workflow, plus product launches from Watkiss, Ricoh, Konica Minolta and IFS; it's all about the diversity of what people will see.

It's a busy year on the UK calendar. Has North Print and Pack experienced pressure from other exhibitions?

It's always going to be a challenge when you're flanked by two shows – in our case, Sign and Digital UK and FESPA. Everyone is guarding their purse-strings and looking at the best way to spend their money. But I think we have a fantastic story. Exhibitors now have to offer a different level of technology so they can stay in line with the demands and needs of the sector, and most of ours will have something relevant to both commercial and packaging print. We've worked to make sure we're giving them a unique platform to reach both of those spaces.

North Print and Pack is often described as having its own personality. What do you think that is?

This year the show's had a new lease of life in its rebrand, with the talking heads motif hinting at personalisation and digital production. It's a show that has come back alive with a new focus and drive behind it, while still offering the intimacy that visitors and exhibitors have become used to. It's always provided great retention; because the halls are in the centre of Harrogate you have the opportunity to stay in the same place and make the most of the social side.

I think it's that networking that encourages people to return year after year. There's a family feel to it, too. Our quiz night on the second night is always well-attended, and Earth Island Publishing are running a disco on the first night, too. It's not like being at the NEC, where everyone finishes the show and disappears off into the night, not to be seen until the next morning.

Your career has taken you from working in print to the supplier side before coming to exhibitions. How's that affected your work on the show?

Exhibitions companies, now more than ever, have to add value for both visitors and exhibitors. It's challenging for suppliers – we've had to work on ways to help them achieve the deliverability they need, both through initiatives and attracting the right audience. Gone are the days when you can sell a bit of space and someone else is responsible for drawing in the visitors.

What's your last-minute pitch to the unconvinced?

Forget the old Northprint: look forward, and come and see the new incarnation. The way we've evolved is the same as how you need to evolve your business – and this show is designed to help you do that.