Some people love the challenge of a maze. For others, the twists and turns are infuriating. Drupa’s sheer scale – some 170,000sqm of halls densely packed with 1,800 exhibitors from around the world – could seem a bewildering labyrinth for the first-time visitor.
The key to a successful visit is preparation. From researching technology, to knowing how you want to structure your finance, to wearing the right pair of shoes for hiking the halls, visitors should know what they want from the show and plan in advance.
Exhibitors hope hefty investment in travel, show-stopping stands and demonstration equipment will translate into headline-grabbing sales figures to satisfy their commercial imperatives. At Drupa 2004, Heidelberg, for instance, announced a total of euro 800m in customer orders on the final day.
However, without wanting to spoil the idea that big business is being won and lost on the show floor, most of the sales are done and dusted, bar the final signature, long before the first delivery lorry arrives in the car park at exhibition centre Messe Düsseldorf. Lawrence Dalton, managing director of London-based digital print firm 1st Byte, first went to Drupa in 1980, and knows how the PR machine works for trade fair investments. “Most people already know what they’re going to buy, but are perceived as making the deal at Drupa,” he says.
Eclipse Colour Print managing director Simon Moore seconds this. “Customers are usually just rubber stamping what they’ve already agreed,” he says. But it’s still worth waiting for the show to work out the finer details. Moore adds: “Going out to Drupa could stimulate the decision once you’ve seen what’s out there and reconfirmed your initial thoughts.”
With most deals set up months before, what other lessons can be learned on how best to invest? St Ives group technical director John Charnock has spent heavily over the course of his “four or five” Drupa tours. “There are a few stories of people who randomly buy kit out at the show,” he says. “But these stories of people spending half a million out of the blue are usually myths. In reality, most people only go to buy if they’ve already tested the kit.”
Think global
However, the show does offer printers a place to haggle over the price of the latest technology. Charnock says: “We go to see what’s coming, what would be a practical product in a few years, and also to talk to the chief executive and see if we can knock off a few percent.” The show offers the chance to meet the big guns from your supplier of choice. “Pre-arrange to meet people who you can’t see in the UK. I can’t see the point of going all the way to Germany to meet your local representative and have a coffee with them. You can do that at home.”
Anton Group managing director John Knight also recommends booking ahead. His firm has notched up a reputation as a big spender at past trade fairs, such as a £10m splurge at the last Ipex and an £8m spend at Drupa 2004. Knight says: “Mostly, we’ve sorted out who we’re going to see beforehand. The best bet is to make an appointment for certain. With most suppliers, you can get a time and date and they make sure the right people are there.”
But if the maze gets too much and planning falls through, the organisers have provided some digital signposts – computer information terminals will be scattered throughout the 19 halls, allowing you to find exhibitors’ hall and stand numbers.
Drupa deals
Going with a game plan offers the best chance of tracking down a bargain. After planning your swoop months in advance, the show floor offers the last hurdle to a better price, and manufacturers are determined to spread the word about show deals. Knight, however, says the promise of a lower pricetag should be taken with a grain of salt. “They all say they’ve got Drupa deals, but that’s just to entice you.”
Charnock, on the other hand, is a believer in show bargains, where manufacturers try to recoup on their outlay, and spin up publicity, by selling as much as possible. “There definitely are opportunities for show deals. These manufacturers have spent millions of pounds already. They want the big number at the end of the show to prove it was worth it,” he says.
Kit sales make it worthwhile for the vendors, but seeing technological advances should be the focus of visitors, which can’t always be planned for. Knight says: “A lot of manufacturers hide their secrets – they make you want to take the time to get out there. You’ll always see something that stuns you.”
Losing yourself in Drupa is part of the fun. But the best experience means getting to grips with the puzzle before you get on the plane.
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