SCREEN Americas Shares Rationale for Supporting PRINTING United
In announcing its intention to take part in the premier edition of PRINTING United, SCREEN Americas has made clear that its decision rests on two things: the desire to target its marketing efforts to decision makers; and its belief that the curated experience PRINTING United promises to provide will deliver maximum value to attendees and exhibitors alike.
PRINTING United (Dallas, Texas, October 23-25, 2019), a joint venture of NAPCO Media and the Specialty Graphic Imaging Association (SGIA), will build upon the success of SGIA Expo, the industry’s largest and most diversified showcase for graphic and visual communications. That platform, its broadly based attendance, and the exclusive content that PRINTING United will bring to it represent precisely the mix of advantages that SCREEN Americas has been looking for in a trade show, according to Ken Ingram, Vice President of Sales and Marketing.
“With our emphasis on R&D and product support in the relatively narrow and specialized technology markets we serve, we need new and creative ways of connecting directly with our customers,” he says. “We believe that PRINTING United will attract the audiences we want to connect with in a venue that offers them as much value as it does the exhibitors.”
The confidence stems in part from NAPCO Media’s track record as the producer of the Inkjet Summit and Digital Packaging Summit events: carefully focused, tightly organized technical conferences that align vendors with executive decision-makers in an atmosphere of mutual learning and problem-solving. This kind of approach, says Ingram, is what will convince customers of SCREEN Americas that their investment in coming to PRINTING United is fully justified.
Another element of the decision, according to Ingram, is the fact that as an exhibitor, SCREEN Americas has moved beyond the traditional model of trade expositions.
“The invite-them-and-they-will-come formula of the big equipment shows is under significant pressure,” he says. “Buyers aren’t just going shopping any more. They come to do serious research, and they expect an event that gives them the right kind of engagement with the right manufacturers.”
PRINTING United will foster engagement by highlighting the convergence of technologies and capabilities now taking place across print market segments. Its educational program will emphasize how this convergence creates new opportunities not just for printers, but for their end-using customers in the brand and marketing communities.
Ingram notes that PRINTING United also will support SCREEN Americas’ advance to leadership in digital inkjet printing with its Truepress Jet portfolio. Inkjet, he says, is accelerating the industry’s conversion from analog to digital production as it “puts checks in the boxes” of quality, speed, substrate flexibility, and economy in both short and long runs.
With its focus on conversion, Ingram says, PRINTING United will give SCREEN Americas an ideal setting and a receptive audience for its commercial, transactional, publishing, label and packaging, direct mail, and wide-format inkjet printing solutions.
As the successor to the SGIA Expo, PRINTING United will be a show with an international base of exhibitors - something else that encourages the participation of SCREEN Americas. The company is the North American arm of SCREEN Graphic and Precision Solutions Co., Ltd., a worldwide distributor of graphic arts technologies. “We see PRINTING United as a complement to the product development and go-to-market strategies of our global brand,” Ingram says.
Source: PRINTING United.