If there was one thing you could change about the sign and display industry what would it be?
Its difficult to pinpoint one thing to be honest. The industry has gone through some seismic changes and has evolved significantly over the 18 or so years I’ve been involved with it. At Roland that’s taken us from the Camm One vinyl cutters to the Versacamm series of today. This industry is so fast moving that sometimes it can pass you by. The only one thing I’d change is the rate that we can communicate the new technologies to people.
This industry is so fast moving that sometimes it can pass you by. The only one thing I’d change is the rate that we can communicate the new technologies to people”
That’s why its so important for people to come to Sign and Digital UK. If they want to see and understand how the new technology operates they need to visit the show. You can only get so much information through the trade press and the internet, to get that one on one interaction you need to get out of the office for the day and come along to the NEC. It’s surprising how many people you talk to and the reply comes back, “Oh, I didn't realise you did that.” If you don’t open your eyes to the opportunities, you don’t know how you can make more money.
How has Sign and Digital UK changed and progressed over the time you have been exhibiting at the show?
The show has always been the place to see new technologies and it always has been. I remember my first show in 1995 where I was in awe of a new vinyl cutter and that was 18 years ago. That’s something which today is almost a commodity item.
While the show has historically been a trading show where people go to by, that has changed to it being more of an educational shows—it’s almost personal development, you can learn so much”
While the show has historically been a trading show where people go to by, that has changed to it being more of an educational shows—it’s almost personal development, you can learn so much.
How much importance is placed on exhibitions by Roland DG?
Anyone who has ever participated in an exhibition will tell you that it can be very difficult to justify a return on ivestment on a show. It’s more about branding, customer contact, and awareness as it as about the sales.
For us, we value the relationship we have with our customers and we can sit down and have a customer with our current or potential customers at the show. There is great value in that for us as a business in understanding what their needs are both now and in five years. We can glean so much market knowledge at the show. In monetary terms, we get a lot of repeat business through Sign and Digital UK.
What can visitors to the show expect from Roland DG at Sign and Digital UK?
We will have the first UK showing of ‘The Beast’—our new machine the 1.6m-wide Soljet Pro4 XF-640. They’ll be able to see how we can match speed and quality with one machine. They will also be able to see all the rest of our portfolio where there maybe one or two surprises although I can’t say much more at the minute.
We will also have competitions and our café feature from last year is returning where we will be inviting attendees to come, have a coffee and a chat in a nice, relaxed atmosphere with no pressure. Everybody is welcome”
We will also have competitions and our café feature from last year is returning where we will be inviting attendees to come, have a coffee and a chat in a nice, relaxed atmosphere with no pressure. Everybody is welcome.
What are the major trends in the sign and display industry that you have noticed recently?
Most applications nowadays are being led by what media is available. The wider media choice available is opening up wider opportunities to businesses. Application techniques have really moved making it quicker and easier too use them—that’s one thing that has always been a key facet of the show.
Some 18 years ago it was showcasing cut letters on the side of cars and this year we’ll still be talking about vehicle graphics. The application hasn’t changed, but now its full colour wraps. It’s the technology that has moved on and the technological level at which it is formed and delivered is at a much higher level.
People are now investing more heavily in machine usage and software usage than ever before. The whole professionalism of the industry has come on leaps and bounds in recent years”
The other trend is that people realise they need to understand what else they an achieve with the machine, something we’ve been educating people on with our Roland DG Creative Centre. The aim is to train up staff and make them as highly-skilled as possible, because that is a direct reflection on your business and its success. People are now investing more heavily in machine usage and software usage than ever before. The whole professionalism of the industry has come on leaps and bounds in recent years.
What would constitute a successful show for Roland DG?
If we run out of tea and coffee that means its a success. In all seriousness though, if a lot of people come to our stand that is one measure of a successful show. That is not necessarily event to buy our products, but just to talk to our staff. If people are talking about are new products that creates a buzz at the show.
Ultimately, we want to sell products, introduce new ones, talk to as many people as possible and get our technology in front of them”
However, lets not beat around the bush we’re in the business of selling kit. We have a range of our dealers at the show and we want their stand to be busy. Ultimately, we want to sell products, introduce new ones, talk to as many people as possible and get our technology in front of them. People also aren’t aware of all the services we offer, such as our after-care and sales services, so we’d like to educate them on these areas.
