Back on the business trail
New business ventures, diversification, expanding your services, improving your offering—these are just some of the phrases that seem to be popping up when we talk about the future of the industry. Whether it is manufacturers trying to sell their new piece of kit, or sign companies describing their recent success, a clear pattern is forming that seems to indicate that a key factor in future growth is being able to offer more to customers.
That is exactly the focus behind this year’s Sign and Digital UK (SDUK) exhibition. Taking place at Birmingham’s NEC from April 30th to May 2nd, visitors will be treated to a range of different exhibitors, all keen to show how their kit can support the market moves for companies throughout the industry.
Glancing at the show’s website, one phrase that stands out: ‘Business opportunities at your fingertips’”
And it is this statement that not only will excite the minds of visitors looking to boost their service offering, but also of those hoping to make moves into new markets, or even push for a first venture into the sign sector.
Touring for new business
Roland says its new 64” Roland SolJet Pro 4 XR-640 can help serve customers in a range of profitable
Building on this ethos, one new feature this year is the New Business Tour, which will focus on developing markets in the UK and showcase how sign-makers can make more money. It will contain three elements; a New Business Tour around designated stands, a New Business Theatre that will host sessions on niche industry areas, and the New Business Café where visitors can mull over the new ideas they have been presented with.
One such company that is expected to be involved here is Roland DG. Business manager for sign and graphics, Rob Goleniowski, says the show gives the firm a ‘unique’ opportunity to assess the current situation in the industry and allow it to address trends.
“Digital—wide-format and cut-sheet—dominated Drupa last year and I believe this will only continue as more customers recognise their versatility and broad range of exciting, profitable applications,” explains Goleniowski.
As a stop of the New Business Tour, Roland will be showcasing its products and explaining to visitors the possibilities of the markets these products serve. That said, Goleniowski also stresses that diversification is a move that should not be taken lightly and should be thoroughly though through first.
“Companies should ensure taking on new business areas is not to the detriment of their existing core markets and applications,” says Goleniowski, adding: “It is important to prioritise the key strengths of the business and produce the best quality output for these applications, but also research the demand for new applications amongst their customer base before embarking on any changes.
Strategy and planning is the key – go into new markets for the right reason with a good plan of action and the right technology to support you in that sector”
Whatever route a company decides to go down, Roland will have a number of innovation on display to cater for a range of visitors. It’s two best-selling products, the new 64” Roland SolJet Pro 4 XR-640 and VersaCamm VS-640. Goleniowski says both of these products will help companies alike embrace new markets and applications. Goleniowski also confirmed a new flagship model would be launched at the show.
Addressing trends
Hybrid Services and Mimaki are set to address a range of diversification avenues on its stand at SDUK this year
Also on the tour is fellow wide-format expert Hybrid Services, the UK and Ireland distributor of Mimaki kit. Hybrid’s marketing manager, Duncan Jefferies, says the firms recognise the importance of the exhibition and how it can be utilised to reach key customers.
“For the visitor, it affords an unrivalled opportunity to meet all the major suppliers and supporters of the sign and graphics industry under one roof and for the exhibitor; it delivers a platform with which to promote their brand,” explains Jefferies.
He goes on to say Hybrid and Mimakii have pinpointed outdoor durable products as one of they key industry areas—but not necessarily in just solvent print form, with soft signage seeing tremendous growth recently. Elsewhere, small-format LED UV printers are also proving a valuable source of income for many companies, be it for producing promotional products, or imprinting to add value.
Keen to address as many areas as possible, Jefferies says the Hybrid stand will focus strongly on ‘driving new application ideas’ visitors can take home.
This diverse approach to work is something both Mimaki and Hybrid are championing—but only if it is right for the company: “Without losing focus, the ability to diversify your product range is of paramount importance. By offering a range of products to your existing customer base, you become a 'one stop shop'.
“It’s rare that print providers will need to learn vastly new skills, there's frequently minimal investment in new kit required and if the product is printed, there's no leap of faith required from the customer, so careful and planned diversification can be a very rewarding exercise when executed correctly.”
Keen to take advantage of these varied avenues, Mimaki will unveil three new products at SDUK: the TS500-1800, a new production dye sublimation; the JFX500-2131 wide-format LED UV flatbed machines; and the UJF-6042 ultra high quality small-format LED UV flatbed printer.
On the Green Trail
Doro Tape has developed its EL300 ‘Dry Apply’ by Aslan glass etch effect vinyl to further assist users during application
Last year’s show saw the introduction of the Green Trail, highlighting exhibitors and products with an eco-friendly or ethical element—addressing the growing trend of sign-makers opting for greener production methods. Such was the success of this feature, organisers have confirmed its inclusion this year.
One of the companies on this year’s trail will be industry supplier, Doro Tape. Managing director, James Carpenter, says the firm is looking to demonstrate its commitment to the environment, as well as address larger sign-making trends.
The staff on Doro Tape’s stand will target their advice to the requirements of that visitor, pointing to the specific products that could enable them to expand and improve their business”
In terms of the Green Trail Evolon, a new PVC free and greener alternative to traditional banner fabric for digital printing, will feature. Carpenter says the patented microfilament fabric offers ‘excellent’ textile and mechanical properties, making it suitable for a number of products—while also being three to four times lighter.
Elsewhere on the Green Trail, the firm will introduce a new line of PVC free paper stencil films. Manufactured by Regulus, they come in three different types: ‘standard paper’ with medium tack adhesive, ‘special paper’ with a higher tack adhesive, and ‘premium paper’, medium tack adhesive that claims to be very resistant against solvent paints.
Away from the trail, Doro Tape will showcase a number of newly developed and improved products to visitors to help with a number of different market sectors. On such example is EL300 ‘Dry Apply’ by Aslan, a glass etch effect vinyl with a special patterned adhesive surface that claims to allow air to escape easily during application.
This development is something Carpenter says the firm fully respects, improving products to cater for the varied market: “On the sign vinyl and print media front, there is always a need to look for something different, something to give an edge and therefore any specialist products are popular.
Managing success
Clarity will showcase the environmental benefits of using its products on the Green Trail
Elsewhere, management information systems (MIS) provider, Clarity Software, has also confirmed it will be returning to the Green Trail following the success of its inclusion last year. Marketing manager, Emerson Welch, says the show provides the firm with the ‘perfect platform’ to showcase its new products, and believes features such as the Green Trail will help demonstrate certain qualities.
“We are taking part again this year as the Green Trail directly endorses our business objective of cleverly reducing unnecessary paper, materials and manual processes to establish a modern, ultra-efficient workflow,” says Welch.
He continues: “For example, our solutions are not single-mindedly focused on going paperless but more about using less paper, culminating in a clearly-defined trail for Clarity users to stick to and the ability to access information from one central place. We enable them to do this electronically from wherever they are, eliminating the need to waste fuel driving back to the office or having to print off more documents to search for what they’re after. Green Trail visitors to our stand will receive an overview of how we can achieve that for them through our intelligent software, web applications and proven knowledge of optimised workflows that are tailored to the industry.”
In terms of other focuses, Welch picks out diversification as a subject that will be much talked about. He says Clarity can support companies looking to make the move into new markets with its range of products.
“Diversification brings along its challenges, as companies are entering areas of the market they are not 100 percent familiar with and need to keep the risk factor under control as they grow this sector of their business,” says Welch, adding:
The importance of integrating their website and cloud-based systems as part of a joined up MIS workflow is equally a hot topic, as it allows companies to sell products online and mobilise their staff to win business on the move”
Welch claims Clarity Software has doubled in size during the recession, as it continues to focus its products on helping companies reduce their costs and protect top margins: “Visitors will be able to see our new Web to MIS technology that allows for companies to simplify all website, cloud, mobile and desktop processes to capture and serve real-time business information when and where you need it, improving staff productivity and the ability to win more business,” explains Welch.
Winning formula
The Sign-makers Workshop, which attracted many visitors last time out, will also feature again at this year’s edition
There are many other show features that have all been designed to fit in with the overall focus on business opportunities. Along with the Green Trail, a popular feature from last year’s show was the Adobe Theatre, which offered a number of hints and tips to visitors.
“The Theatre will include demonstrations, tips and creative solutions. I'm always thrilled to be invited back to Sign and Digital UK; the visitors are always so enthusiastic and friendly—the seminars here are so much fun,” explains Adobe consultant Terry Steeley, who will return to once again host the feature.
Also making a return is the Corel seminar programme, which has again been specifically designed for the sign-making industry. Visitors will have the chance to get involved with free workshops, and question and answer sessions with a number of Corel personnel. A detailed timetable of what subjects will be covered throughout the show in the Corel Theatre can be found on the SDUK website.
Possibly one of the most popular features from last year’s edition, the Sign-makers Workshop, has also been penned in for an appearance this time around. Hosted by expert sign-maker Paul Hughes, of Western Signs and Printing, the workshops will demonstrate a number of industry tips and tricks that visitors can put into practice when they get home—helping them improve their own businesses.
And there is so much more on offer in Birmingham this spring. From live demonstrations and product showcases, to competitions and workshops, this year’s edition of SDUK looks set to live up to its ‘business opportunities’ ethos—handing the industry a useful catalyst as it looks to move forward and grow throughout the next twelve months.
Make sure to drop by SignLink’s stand at booth G70 and say hello to the team.
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