Intec Printing Solutions’ new finishing machine proved popular with visitors
Packaging Innovations, which closed its doors on 27 February, attracted 6,004 unique visitors over the two days, an 18% increase on last year, with 77% of exhibitors rebooking for next year’s show.
The show took place at Birmingham’s NEC, 26-27 February 2014, and included packaging buyers from major names such as GlaxoSmithKline, Lush Cosmetics, Heineken, Britvic Soft Drinks, Danone, Asda and Proctor & Gamble. Exhibitors where delighted with the buzz and the visitor footfall from the moment the doors opened.
Alison Church, event director, commented, ‘We couldn’t be more thrilled with how the show went last week – an easyFairs record breaker. The show was lively from start to finish, with both visitor and exhibitor numbers up, we are in a great position to take the show to new heights next year. 2015 will be an even bigger year for us, as the show will be celebrating its 10th edition, so it’s an exciting time for those who are involved with the show.’
Derek Payne, director of Dubble Bubble Ltd, visiting the show, remarked, ‘Packaging Innovations NEC is without doubt the premier show for packaging innovations. It brings together all aspects of packaging and print, under the general umbrella of innovation. This show is not about today, it showcases what’s about to happen tomorrow. We are so impressed that we will be exhibiting next year, with our own packaging innovation.’
Packaging Innovations was co-located with six other shows: Ecopack, Contract Pack, Packtech, Print Innovations, Labelling Innovations, and Converting with product launches happening in each. Bag Re:Born launched a new eco-innovation for the carrier bag market; i-Sub Digital successfully rolled out its exclusive Digi-Foil system, which creates colour-accurate mock-ups in under ten minutes; plus Folding carton manufacturer, Benson Group, unveiled its new range of food-to-go products under the Benson Delilicious brand name.
Also exhibiting at the show was Mark Baker-Homes, director of business development at Intec Printing Solutions, who said, ‘It’s refreshing to see so much interest and demand for the packaging and labelling market. We had blue chip companies coming onto the stand, but also start-ups looking to get into packaging with genuine enthusiasm, which is great to see. We could not have asked for a better show and the easyFairs team is great – they provide fantastic show support, and realise the true value of business. We’ll certainly be here next year.’
The event included a two day comprehensive free-to-attend learnShops seminar programme, with speakers from DHL Supply Chain, Iceland Foods, The Barts Ingredients TM Co Ltd, Recoup, Marks and Spencer, Wilkinson, Tesco, and Oloves.
Topping the bill was packaging Guru Lars Wallentin, founder of packagingsense.com, who remarked on the importance of consumer communication within the industry, ‘Your brand’s positioning determines what you are going to do. Clear positioning will help you define that ‘big idea’, otherwise you are only selling on price. Whatever we do – whether it’s telling a story through packaging or creating an opening ritual, such as Corona and lime or Oreo with its twist, lick, dunk ritual – it’s important to create a synergy between the brand and the consumer. In the world of packaging where creativity is endless, it’s essential to communicate your message, rather than using your logo to sell. Change the information on your packaging into real communication.’
On the second day, Julia Cole, UK and Ireland marketing manager at HP, and Trevor Smith from Amberley Adhesive Labels, demonstrated how digital can help brands create a more personal relationship with consumers. Ms Cole remarked, ‘More brands than ever are engaging directly with the consumer and can utilise the benefits of digital printing to achieve this. As brands learn of the capabilities of digital printing for packaging, they will begin to leverage those techniques that differentiate their products and drive sales by extending their marketing campaigns in to the packaging itself. Shorter runs, just in time delivery and minimal inventory are all key factors in reducing costs and reducing the time to market and digital can help make this possible.’
In addition, the show featured the BIG Print Debate, where Reproflex3, Iceland Foods, Faraday, Print Week and Elmwood London debated: ‘Latest print technologies – gimmick or sound ROI?’. There was a general consensus that there are opportunities for band owners to employ these new printing techniques, but must take care, and to only use them to provide relevant and useful information.
Peter Aldous, creative services director at Elmwood London stated, ‘Brand value is key; special effects have to be used wisely, if you are using the latest technologies to drive brand loyalty, then it is worth doing, but if it’s not driving loyalty, it’s just a gimmick.’
