One could not help but feel impressed when walking past hall after hall, filled to the brim with all kinds of stands & machinery, at the 2014 edition of Interpack @Messe Düsseldorf.
(photo take from www.interpack.com)
If you tried to write down the various sectors connected to the packaging and labelling industry you would need a very large sheet of paper. Think how much longer that sheet would have to be when adding all the various services and products that are imbedded to each sector then you can get an idea of how diverse Interpack was.
Interpack can say with a certain pride that they are the largest Packaging & Labelling trade fair in Europe, and as a venue Messe Düsseldorf is a perfect host. The fair ground is vast and more than once I regretted not having brought some kind of two-wheeled transportation with me.
It quickly became apparent to the players in the P&L markets that being present at Interpack was the place to be. Those who had been reluctant with their budget and presence at the fair must have quickly regretted not having done more. Often we hear that the general trend at fairs is that companies spend less and less on stands and are leaving the heavy machinery at home. This at any rate was not the case at Interpack. Conveyer belts were running, automated arms were moving, and packages of all magnitudes were being wrapped, moulded, labelled, scanned, stored and much more.
Many stands were often very visual and left a lasting impression. I believe that one of the main reasons of this positive vibe was the angle the exhibitors took towards the actual end-results of their products or services. The n°1 question from the visitors at a fair like Interpack is still ‘what can you do for me?’ It comes down to deciding what story you as a business or supplier want to tell.
Bringing the focus towards the finished product or production process, leaves visitors with a very clear idea of what a certain product or service could do for their own business. A focus and perception that is too often neglected or even forgotten by many businesses, who are in my opinion too focused on a specific technical aspect of their product or process, instead of making clients & prospects dream of its applications.
A particularly interesting feature @ the Sappi stand was the use of Sharingbox. This customized digital photo-booth added a nice extra dimension to their stand. The tool allowed visitors to snap a picture of themselves, send the image to their mailbox, print it on paper (which ties nicely into Sappi’s activities) and share it on facebook. A perfect balance between gathering information on your visitors and leaving people with a lasting impression.
And with an end result like this, who could possibly complain?
Louis De Nolf