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 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.
An Interactive Space to Entice Delegates
EFI turned to partner agency FreemanXP to help it increase brand and service awareness among attendees at drupa, and in turn generate new business leads, by creating a presence for the company that would highlight its expertise in developing technology for the manufacturing of signage, packaging, textiles, ceramic tiles and personalised documents.
The company’s extensive offering, which includes inkjet printers, inks, fiery digital front ends, and productivity software solutions, needed to be a focal point of the experience, to showcase how EFI’s combined service and product offering can transform and streamline the entire print production process.
Showcasing the Endless Possibilities of Print
Two primary themes were woven throughout the brand’s eye-catching double-decker exhibition stand. The ideas that EFI embraces the "Imaging of Things" and that EFI simplifies the complex process of print flow and continuity by offering a turnkey solution were made clear to visitors as they made their way around the space. Key components were created at Freeman’s state-of-the-art flagship production facility in Ryton, UK.
The space showcased eight large-format printers – including the new Nozomi super-high-speed-single-pass inkjet platform, which was on display for the first time at the show. Accompanying complementary displays highlighted EFI’s individual applications, offering delegates the chance to witness the products’ capabilities firsthand.
The full-service hospitality area was a space for visitors to spend time with EFI experts to further understand the value of working with the industry-leading company.
Positive Results, Ongoing Relationship
EFI far exceeded its sales goals at drupa, having doubled the amount of leads when compared to the 2012 event. Additionally, the team recorded a 200 percent increase in customer meetings.
Brand Ambassador The Mohawk Man (real name James Matthews-Paul), who is editor and founder of Output Magazine and boasts nearly 5,000 Twitter followers, embraced the stand as his very own stage, hosting daily Periscope videos via the EFI account that explored the space and EFI’s impressive product offering.
The client was extremely pleased with the execution and management of the EFI stand at drupa, and continues to work with FreemanXP and Freeman as a valued partner.