SDUK was very successful in 2014 and saw a huge number of on-stand kit sales. How do you achieve this ‘buying atmosphere’?

Sign and Digital UK (SDUK) has long been dubbed a ‘buying show’ and it certainly is that. As the organiser of the event, my mission has always been to bring buyers and sellers together and create this annual buying bonanza. Over the years, the show has really perfected that magic formula where it works for both visitors and exhibitors.
SDUK really is the perfect opportunity for suppliers to sell high volumes, launch new products, and maximise PR. This is because visitors wait for the show to compare products and to benefit from the special offers and show discounts. After all, if you are going to go shopping, then you’ll go where you have the best choice, price, and advice—it’s a powerful package.


Visitors are also often looking to make large purchases, so the face-to-face element is absolutely crucial. People do business with people and it is so important to know who you are dealing with. At the show you can literally walk from stand to stand to see what suppliers have on offer and meet the people running the company and their technical staff.

Also the show has a really friendly atmosphere, where the industry enjoys comparing notes and swapping ideas. Another reason why SDUK works as a buying show is that many products are now sold on finance packages and there are also the incentives from government such as the Annual Investment Allowance and Regional Growth Fund schemes. Suppliers can unravel the mysteries and explain to visitors the opportunities available for funding a purchase.

And what of the battle between all the major wide-format brands. Do you think that is accelerating technology development?

Inevitably when you get competitive big brands and reseller networks, you get a battle for market share and volume sales. This is where the wide-format printing and finishing industry is currently at.


What tends to drive this is manufacturers and suppliers striving to be the first to market at the optimum time, with the latest advances in technology, at the best possible price. The real quest is for game changing technology which will hold a price point.

Research and development is also a key element in the process and ensures a flow of even better machinery to keep the competitors at bay. Currently there seems to be a trend in bringing bigger kit at lower prices to market—flatbeds and textile printing and finishing kits are certainly in vogue.



Another important factor is that, with an improving economy and more capital investment, brands and resellers really do need to keep ahead of the curve. The show sees many launches, show offers, and suppliers’ promotional campaigns are ramped up to give the maximum opportunity to shift units.

You reported some very interesting facts and figures in a recent industry report. Could you give me the highlights?

After the 2014 show we commissioned Zing Insights to survey our visitors with a range of questions, to ensure that we are keeping the show relevant and in tune with our visitors’ needs.

We were delighted to discover the extent to which SDUK has become the must attend event for those looking to invest in capital equipment and sign making supplies, as well as the place to discover what’s new.

Of the 850 plus respondents, 90 percent stated that they were looking to invest in new equipment either at the show, or within the next twelve months. Coupled with this, 76 percent of visitors said their main reason for attending was to see new products, 66 percent said to keep up with industry trends, 60 percent primarily attended to find new ideas and inspiration and 59 percent were looking to review suppliers. In addition, 57 percent of visitors said they had not attended another event in the sector for the past two years, which shows SDUK has a loyal and engaged visitor base.



The survey also revealed our visitors are particularly interested in the substrates and consumables product sector and as a result we now have more media suppliers exhibiting at the 2015 show. Overall SDUK came out with a score well above the average for business-to-business exhibitions, which is really good to hear.

The show is also becoming more and more of a cultural and ‘market shaping’ event for sign-makers. Has this been an intentional mission for you?

In a word, yes. My goal is to always deliver the most relevant and useful show in the industry.

When I joined SDUK my aim was to widen the appeal of the show, whilst also making it much more of a business event where the buying element and educational aspects were fundamental. As a result the majority of exhibitors now present on-stand demos of their latest products and are ready to offer as much advice as possible.



For instance, if you want to learn more about textile printing, soft signage, and interiors display, then come to the show to ask the experts. Or, if you want to capitalise on the expanding promotional activity in the retail market, such as the growing use of temporary ‘pop-up’ retail units, or innovative point-of-purchase displays, then come to the show to ask suppliers what they can offer.

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