How directional was Fespa 2013? Did it help push the envelope when it comes to wide-format print? At the end of the day, it’s a trade show and the focus is getting exhibitors there and attracting the types of visitor they want to see. At the time of going to press, the detailed number crunching was still underway, but we are told that in total over 22,000 attended the London-based event, slightly up on the 21,642 that attended Fespa Munich in 2010.So are we being fair in expecting more?
Well, the thing is, having become the most recognisable body when it comes to wide-format print, it — by default if you like — represents the sector as a whole. And, as we keep telling ourselves, the scope for wide-format print really is enormous, but for it ever to reach anything like its potential we have to get that message out there. Fespa is probably best placed to do that and it recognises it. This year we saw Fespa plough time and effort into show features like the Print Inspiration Runway and Creative Corner, features developed to highlight the power and creativity of wide-format print, and in turn not only inspire print visitors but their potential customers – the creative – too.
I keep going on about the need for this sector to make more noise in the wider world about what’s possible with wide-format print; Fespa is certainly trying. But the Creative Runway, despite having a few interesting bits, was totally uninspiring to my mind – and to the minds of those I spoke to. Where was the ‘wow’ factor? The interactivity the creatives keep telling us they need to see?
And the Creative Corner, despite having some great speakers and content, was at best underwhelming in terms of audience turnout. Here were speakers with real customer insight so where was everyone? Sharing a cab with speaker Eileen McKenna, group account director at McCann New York, and in charge of all US advertising for L’Oreal, the chat got around to wide-format’s potential, and she admitted that she hadn’t had any idea that it could deliver what it can. But then she pointed out that at her talk, there were fewer than 20 in the audience and she couldn’t understand why people weren’t there, not just to hear what she had to say, but to tell her what they can do! To interact.
We need to do better in terms of marketing this sector, especially in the new vertical niche markets where the real margin is still to be had. We need an ambassador with the charisma, will and ability to get in front of the creatives and stun them with the possibilities. Ideas on a postcard please…
Editor, Lesley Simpson
lesley.simpson@imagereportsmag.co.uk
Tel. 01932 707 173