Trevor Crawford, Event Director of Ipex, answers the Top 10 questions the industry’s been asking over the past few months.
1. What have you been working on in the background over the past few months to ensure Ipex is a success?
Even though it’s been a tough end to 2012 and early 2013, and despite some perceptions, Ipex 2014 is in much better shape than what people might think. Over 225 exhibitors so far will be showcasing applications and technologies covering all aspects of the print production process, while a rich content programme is currently being finalised.
Informa Exhibitions commissioned AMR Research in Q4 2012 to carry out independent global research on the key trends impacting the industry and the events that serve it. The research highlighted that the market wants Ipex to be a thought leader in the industry, with more content and educational input, so we have been working very hard in the background over the past few months to ensure we deliver an event that is right for the market it represents. Ipex 2014 will host the most comprehensive content programme ever presented at a print event, with a plethora of thought provoking case studies, forums and seminars throughout the show.
Ipex 2014, taking place at the state of the art venue in one of the business capitals of the world, will be the international print event in 2014 that will not only showcase the latest printing technologies, but also the diversity of print and the important role that print plays in the multi-channel marketing mix.
2. Why did you decide to focus on digital technologies for Ipex, rather than the print industry as a whole?
Ipex has and always will be technology neutral, and will be showcasing applications covering all aspects of the print production process – from concept right through to the finished product, and how print adds value and complements marketing campaigns.
There might have been a misconception earlier this year that Ipex has turned its back on litho. However, this has never been the case. Although the research has confirmed that the majority investments currently being made is in digital and post press, litho is here to stay and the developments taking place in litho technology are fantastic. The issue is not about the future of litho, but rather how it complements and integrates with the growing inkjet / digital processes.
Litho will be therefore be well catered for in our various show features and content programme. For instance, we have introduced the Make Ready Challenge at Ipex 2014 for press minders to show off their skills on a proven and trusted press and take part in the competition to become the Ipex 2014 make ready world champion.
3. So, where are you with Ipex now? What will the size of the show be?
Over the past few months, we have reviewed what needed to change to deliver the right shape and size event. At 42,000m2 and encompassing 10 halls, Ipex 2014 will still be the largest print focussed event worldwide in 2014. Visitors will be able to see over 500 exhibitors from all areas of the print supply chain showcasing their latest technologies and applications.
4. You must be delighted that Patrick Martell has accepted to be the new Ipex President
Patrick Martell is the ideal candidate for this role to help shape Ipex 2014 and ensure it provides its visitors with the right mixture of ideas, insights and solutions to promote the power of print and its effective integration in the marketing mix. He is a well-respected thought leader in the industry, and has played an integral part in steering St Ives Group to become one of the leading fully-fledged marketing service providers today. We are confident that his and the rest of the Ipex 360 Committee’s expertise will be of great value to ensure Ipex 2014 reflects the fast changing industry it represents.
He will also be chairing the Ipex 360 Committee, which will be a visitor focussed steering group that will see representatives from the whole value chain, including agencies, small to large print service providers and end users of print, meet in the coming months to discuss and advise on the successful delivery of the 2014 show.
5. What visitor groups do you expect at Ipex 2014 then?
Ipex will remain an international event for commercial, digital and specialist printers, print specifiers, distributors and agents – it is an educational and information source for everyone in the print and communications industry. In 2010, we saw a 52%/48% split between UK and international visitors. And, while it’s still early days, pre-registration figures for Ipex 2014 suggest a similar trend, although we also expect to see a significant growth in numbers from the brand and creative communities.
6. What will Ipex deliver to ensure it attracts an international visitor audience?
Ipex 2014 will be more than just an exhibition – it will deliver a robust content programme, the opportunity to view and discuss future technologies and how best to market them, as well as ideas for brilliant conventional print applications.
We know from the market study we commissioned in Q4 2012 that the industry wants Ipex to be a thought leader on the future of print and its role in the multi-channel marketing mix. Ipex 2014 will provide its visitors with a rich mixture of ideas, insights and solutions to help print service providers make informed decisions on how to develop their businesses, strategies and to increase profitability. We will introduce a number of educational features at Ipex 2014 that will inform, inspire, create ideas and provide practical take-aways, offering even more compelling reasons for visitors to come to the show.
The World Print Summit will see a host of international and local thought leaders from the print business and creative industries to share their insights on new markets, technologies and provide business advice. Confirmed speakers to date include St Ives Chief Executive Patrick Martell; Barry Hibbert, Chief Executive of Polestar; Frank Romano, Professor Emeritus, School of Print Media Rochester; Benny Landa, Founder and CEO of Landa; Rory Sutherland, Vice President, Ogilvy & Mather; futurologist and trend spotter Richard Watson; and Clive Humby, chief architect of Tesco’s Clubcard programme. More speakers will be announced in the coming weeks.
In addition, daily debates focussing on the ‘Future of’ inkjet, litho, post-press & finishing respectively will see the major manufacturers and brands debating the trends, opportunities and future direction of these technologies.
Informa is also eliciting the help of some of our industry’s experts. Print industry veteran Pat Holloway will bring Inspiration Avenue together to deliver a vivid celebration of print’s capabilities. Located in the Central Boulevard of the ExCeL Centre, it will showcase the diversity of print and how it is applied in award winning multi-channel marketing campaigns.
Visitors should also plan to attend the seminar-style Master Classes, organised by Printfuture’s Neil Falconer, which will take place on the show floor. Divided into two sectors, the sessions will provide practical ways to make money and increase the value of printer’s enterprises. There will be a mix of sales, business growth, production efficiency and technical development themes.
The Print Business Publisher, Gareth Ward, will ensure that the Future Innovations showcase provide an insight into the complete workflow to deliver some of the latest cutting-edge applications on islands across the Ipex show floor. This includes 3D printing techniques, photobooks, printed electronics and digital print on packaging.
The fantastic content and calibre of speakers will more than justify the journey for long haul visitors to attend Ipex 2014. All indications are that all the major technologies will be showcased at Ipex in a unique and more engaging way.
7. How do you see London and the new home of Ipex, London ExCeL, play a role in attracting visitors?
As a world renowned business centre and global tourist attraction, London has always been one of the world’s great exhibition locations. While the city is the home of heritage landmarks such as Westminster Abbey and ‘Big Ben’, as well as offering a plethora of additional day and night time entertainment options, it is now also ranked as the world’s 7th most preferred city in which to stage meetings and events (source: ICCA – International Congress & Convention Association). Business visitors drawn from outside of the UK now contribute 27% of London’s overseas tourism economy; just short of ￡3bn per annum.
In 2014, Ipex will also benefit from the Olympic legacy of 2012. London ExCeL played a major role in the 'Greatest Show on Earth', as the host of 7 Olympic and 6 Paralympic events and the only venue to be staging events on every single day of the Games.
The venue is one of the best connected exhibition venues in Europe. In addition to its direct links with six UK-based international airports, the centre is equally if not more accessible to arriving via City airport, which is barely a five-minute cab ride or a shuttle bus door to door connecting service away from ExCeL.
Visitors to Ipex 2014 will also benefit from the city’s exciting mix of entertainment options in the evenings. And a lot of these are right on the doorstep of ExCeL London. Ten minutes to the west of ExCeL London Canary Wharf, London's new financial district, offers 200 shops, bars and restaurants. Five minutes to the south, the iconic O2 arena, which will be the main social venue for Ipex 2014, offers 30 bars and restaurants, and is now linked to ExCeL London by England's only Cable Car, while 15 minutes to the north visitors will find The Olympic Park and Europe's largest urban shopping centre, Westfield Stratford City, which offers shops, a cinema, casino and three hotels.
8. Will you now place a bigger focus on cross media/multi-channel exhibitors?
All indications are that all the major print technologies will be showcased at Ipex, perhaps just in a different way. However, with the co-location of Cross Media Production 2014 (25th – 27th March 2014), the print and creative communities will also be able to view and learn about widening their service offering to include cross media technologies, giving them the opportunity to grow profit margins and delivering multi-channel campaigns for their clients. Visitors will also experience the diversity of print and its role in the multi-channel marketing mix in Inspiration Avenue, which will be located in the Central Boulevard.
9. What support is Ipex receiving from the industry at large?
Ipex 2014 is working closely with over 50 associations from around the world to promote the event to its members. Bob Usher, the new Chairman for Picon, the UK association of print industry manufacturers and suppliers, last week stated: “It’s important for the UK printing industry that Ipex continues to be successful, and I expect the new venue and a host of new features for Ipex 2014 to cement its position as a significant international exhibition. We shall do all we can to support the organisers by encouraging all Picon members to exhibit.”
10. Do you think there’s still a role for event like Ipex as part of manufacturer’s marketing communications plans?
Although the internet and other touch points like open houses are additional platforms for suppliers to market their products (and for prospects to research them), trade shows are, and will remain, very important. Exhibitions are the perfect platform for today’s time-poor business owners who want a neutral environment to compare and contrast different technologies, see various applications and get a holistic view of the future of the industry.
In fact, FaceTime (a promotional body that provides research, case-studies and resources on the importance of live events for any marketing strategy) recently reported that 71% of trade show visitors said that a trade event is the ‘best way to meet new contacts’, while 80% of them said it’s the best way to ‘find out about new things’.
From the global industry research commissioned by Informa in Q4 2012, it was clear that the industry wants Ipex to be a print-centric thought leader event, which is why we are also placing heavy emphasis on delivering focussed educational content to help print service providers create and fine-tune their business plans. This will provide visitors with more reasons than ever before to attend.