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TIME TO RECYCLE?
Exhibitions continue to provide a good way to showcase products but with costs increasing and the environmental argument gathering pace,
more and more companies are opting for a re-usable system to meet their needs by Tracey Rushton-Thorpe
The ability for large format digital printers to supply graphics for virtually any system means you are in an ideal position to service this side of the market. Here we look at how the market is changing and some of the products on offer.
Consideration for the planet, its resources and how we, the human race, use those resources continues to gather pace and quite rightly it is affecting and will affect everything we do in the future.
Service Graphics’ Rob Kelly said: “A few short years ago, at the turn of the new millennium, the purchase of exhibition systems was considered a relatively expensive activity for the quantifiable return. A banner stand with a graphic cost over £500, a pop-up stand and graphic upwards of £3,000 and an aluminium modular stand was a commitment made for many years use. As such, end users and clients would take care of what they bought and how they planned to use the equipment. They were interested in the benefits of one system over another and would not purchase without a demo.
“Equipment for the UK market was mostly manufactured in the UK or Europe and the associated costs of manufacture set the trade price and subsequent retail prices.
“China, and to a degree other manufacturing countries with low costs, have changed everything. Last week I was offered a roller banner system at a landed price from China of £6. Instead of a choice of maybe 10 manufacturers in 2000, there are literally hundreds to choose from. The UK trade suppliers now import and ‘shift boxes’ rather than manufacture and the whole market has become a consumable one where the client does not even see the system before purchase.
“This has been great for the growth of the market in terms of volume sales, as buyers now, to a degree, only consider the short-term cost. But I wonder when will there be a backlash? When will the pressure on companies to buy in a responsible manner have an effect on this market?
“Price, I suspect will never be an issue that goes away, but where the equipment comes from, how it is manufactured and how it is used (rather than thrown away) will become an issue. This will lead companies to consider how they can improve the purchasing and use of display equipment so that they ensure they are not the throw-away items they have become.
“Service Graphics, the exhibition and display division of St Ives plc, is not only considering how to produce print in an environmentally responsible fashion for the future, but has for years been looking at and providing alternative ways to exhibit and re-use display equipment.
“As part of its programmes to add value to its services and be more than just a production company for its customers, Service Graphics has developed physical and online asset management services that give customers the ability to reuse both hardware and graphics. The management, maintenance and storage of the client’s graphics and equipment is provided for them and the assets can be viewed online for any part of a large organisation to browse and order for use to then be returned to stock.
“The benefits from an operational and cost-saving standpoint of this approach have been obvious for years, but I wonder if eventually the environmental consideration will become the driver for this approach to using exhibition and display equipment?”
The right choice
If we take this argument into account then seemingly more and more companies will be making their choice based on an exhibition system which is built to last rather than just a throw away item, which means that it needs to serve many purposes. Firstly, it needs to be a strikingly visible stand which will stand out from the crowd at exhibitions. But it also needs to be robust enough to stand years of re-use and, sometimes, misuse.
Banner stands are one option which are increasing in popularity thanks to their ease of use whatever the level of event. BannerUp from Mark Bric continues to be a favourite in this market and has been developed specifically for events where a professional sales tool is needed.
The basic concept is a roller blind in a cassette but Mark Bric has gone one step further by inventing a unique and patented banner change system which enables the graphics to be replaced in no time at all. In addition each display system comes complete with its own shock proof carrying bag to prolong its life regardless of how it is transported.
Pop-up choice
Pop-up displays are another good choice for the market Ultima Displays offers a good option with a comprehensive product range for any application or budget. Their pop-up range would provide an ideal way to create large seamless graphic displays in minutes and, with a range of sizes on offer, they can be made to suit specific needs.
The real benefit of pop-up display systems is that they can easily be erected by a single person with little effort. They generally come in their own portable carrying box which means the display can be wheeled onto the site, erected, used and then packed away effortlessly at the end. The other huge benefit is that the customer can have two or three sets of graphics printed and these can be re-used time and time again.
Pop-up display systems are now a cost effective option and are becoming a popular choice because you are able to re-use everything (including the graphics) which means you are also doing your bit for the environment. The key, however, is ensuring the graphics you supply are up to the job of being used time and time again.
Quality v quantity
Nobody wants to erect their display stand and find their graphics look tatty and worn because this will undoubtedly reflect badly on the company. However, with constant rolling and unrolling at exhibitions how can you ensure that your customers’ graphics will always be in tip-top condition?
One answer is to accompany your customer every time they erect their stand. This will help ensure graphics are handled with the care and attention they deserve: but isn’t really a practical solution! What you can do, however, is ensure the graphics are printed onto a suitable material in the first place, one which will stand up to the rigorous life which an exhibition stand inevitably has.
One solution is K Opaljet 300 media from Kentmere which allows one pass finishing for pop-up display systems. As well as offering a lighter and easier to print solution it also offers a more robust finished display in comparison to more traditional laminate sandwiches which are prone to de-lamination if handled incorrectly. This will be a real bonus to customer’s looking for a long-term solution because it will ensure that their graphics look their best every time they come out of the box.
There are, of course, many different substrates which offer the perfect solution for exhibition graphics. However, be sure to look for quality rather than quantity. As with everything, the cheapest option is not always the best so do shop around to ensure you use something which will last.
And finally
The market for exhibition systems is changing and the move towards a more environmentally friendly approach is not a surprising move in the current climate. What you need to ensure is that the system you supply can live up to your clients’ expectations and that it will continue to look its best for many years to come: regardless of the abuse it will inevitably receive.
