In PRINTING United, MBO America Finds the Venue It's Been Hoping For
As a solution provider evolves, so does its need for market exposure that can evolve along with it - especially when it comes to trade shows.
MBO America, a leading provider of integrated finishing solutions, believes that exhibiting at PRINTING United will let it take advantage of precisely this kind of brand-building opportunity.
In announcing MBO America’s decision to take part in PRINTING United (Dallas, Oct. 23-25, 2019), James Martin, CEO, said that the event will bring together “the right individuals, the right companies, and the right education” in a venue that will present MBO technologies not just to some but to all segments of the graphic communications industry.
He’s also encouraged by what PRINTING United’s co-producers, the Specialty Graphic Imaging Association (SGIA) and NAPCO Media, are contributing to make the event unique among industry trade shows.
SGIA operates SGIA Expo, the industry’s largest and most diversified showcase for graphic and visual communications. NAPCO Media, the industry’s premier source of B2B content, has unparalleled access to the vendor and end-user audience. Martin, a veteran trade show exhibitor, thinks this “strong combination” of resources will pay off handsomely for MBO America when PRINTING United inherits SGIA Expo’s mantle as the must-attend event for everyone who creates, manufactures, purchases, or sells graphic products.
“It’s all about the community of the industry, which makes a perfect fit into our marketing strategy,” he says, noting that the prospect of having all constituents under one roof at PRINTING United is a strong incentive for solution providers like MBO America to support the show. The rewards that MBO America has reaped from interacting with its customers at two other events staged by NAPCO Media, the Inkjet Summit and the Digital Packaging Summit, are another indication of what awaits exhibitors at PRINTING United, Martin adds.
He’s convinced that offering a high-value educational experience to a broadly based audience in a technology-rich environment is what graphic industry trade shows exist to do - but don’t always fully accomplish. “Why is the design community, a prominent part of the industry, not better represented?” he asks. Martin’s hope is that by building on the big-tent approach of SGIA Expo, PRINTING United will broaden the outreach to everyone who could benefit from attending.
If this happens, says Martin, companies will again see the value of sending groups of people instead of individuals as their delegates to PRINTING United - a practice that industry consolidation and declining attendance at other events has curtailed in recent years. PRINTING United’s emphasis on convergence and community will bring it back, Martin contends.
Source: PRINTING United.