As the world’s largest printing equipment exhibition, drupa enjoys a prominent position on the event calendars of brands that play in the space. Global technology company Electronics for Imaging (EFI) sees the global trade show as the Olympics of the printing industry, and subsequently wanted to create a lasting impression at the event, which takes place every four years.
To provide a truly end-to-end service solution, Freeman also lent its expertise to the brand at the 2016 event.
EFI was out to create a lasting impression at drupa – an event it considers to be the Olympics of the printing world. The company was eager for its exhibition stand to increase brand and service awareness among attendees, by highlighting both the company’s print expertise and its product offering, which includes inkjet printers, inks, Fiery Digital Front Ends, and productivity software solutions.
The brand was keen to work with a brand experience company which could provide an end-to-end service solution spanning from production and management to creative and strategy.
Freeman did again a fantastic job for EFI, thank you. We really appreciate the partnership. Every single EFI team member had nothing but good things to say about the trade show stand, the Freeman team and the overall organisation of the show.
VP, Corporate Marketing, EFI
Fifteen members of the Freeman team travelled to Düsseldorf to build, manage and break down the two-storey stand, which spanned 1,200 square metres.
They installed key features including a bespoke application gallery that highlighted the versatility of EFI’s product and service offering, an overhead rig and a canopy over the hospitality area, as well as flooring and storage facilities.
The team erected the stand’s three meeting rooms and a server room, along with eight structures that resembled goal posts, which were used to display key information about each of the large format printers located throughout the bespoke space.
Freeman provided furniture, electrics and air conditioning to the stand, as well as laminated, movable walling to protect the super high speed, single pass inkjet platform printer known as the Nozomi, which was on display for the first time at the show. Services including water, air, sprinklers and lifting were also ordered through the company.
Two primary themes were visible throughout the space, and supported the design of the exhibition stand. The themes brought to life the messages that EFI embraces the Imaging of Things, and that it simplifies the complex process of print flow and continuity by providing its clients with a turnkey solution.
The client was very pleased with the execution and management of the EFI stand at drupa, and continues to work with Freeman as a valued partner, saying, "We’re looking already forward to our next trade show project, because we know we will again be in the most professional hands that the industry can offer."
EFI’s sales team doubled their amount of leads when compared to the 2012 event, far exceeding initial expectations for the show, and customer meetings increased by 200%.
Images and videos of the stand were shared on social media throughout the event, thanks in part to EFI Brand ambassador The Mohawk Man (real name James Matthews-Paul), who boasts nearly 5,000 Twitter followers. The editor and founder of Output Magazine hosted daily Periscope videos at the sand and posted them via the EFI account, allowing those who couldn’t attend drupa the chance to see the space first-hand.