viscom 2020: Consistent Concept – High Quality

Digital large-format printing, brilliant colours, iridescent foil effects for interior design, innovations in textile finishing and even a global premiere graced Europe’s Trade Show for Visual Communication in Düsseldorf. The concept focusing on interactive experiences plus the innovative layout went down well with both exhibitors and trade visitors alike. The high quality of conversations and number of business deals closed, however, could not hide the fact that attendance levels were down on last year. With 7,160 visitors roughly the same number attended as in 2017.

Although the alliance forged by PSI, PromoTex Expo and viscom in The World of Advertising and Selling produced a stimulating effect on trade show activities many exhibitors would have like to see a higher footfall. “We have been taking part for 20 years now and also closed profitable business deals. The first day, however, footfall was too low,” says Lars Bendixen, Manager of the Signmaking Division at cutting machinery producer Zünd. Boris Buhl, Distribution Manager for the DACH region, also sums up results with mixed feelings. “The concept is right. It’s a good idea to expand the Live Signmaking Workshop as a central interactive area and to guide visitors along routes through the halls. But the human factor should not be forgotten. It obviously proved difficult to encourage more visitors from PSI to visit and busy themselves with viscom. Nathalie Eichner, Head of Marketing at Trotec, would also like to see an even closer dovetailing of the three events. “Without the alliance things would have been even more difficult for viscom but the synergies could produce a more perceivable impact. The trade show met with our expectations but did not exceed them.”

Trade visitors did come from abroad and were, indeed, interested in high-quality products made in Europe. “We are participating at viscom for the first time because we want to build our business. We had been operating in Iran so far and now also have branches in Germany,” report Kourosh Sairy and Azadeh Dashti. They travelled from Iran to find a printer that they can cooperate with in future. Looking for new lines of business, Garcia Fulgencio travelled from Spain to Düsseldorf. His company has been successful for 35 years now. So far, the enterprise had focused on customer relations outside of Europe.

“Now we wish to strengthen our business on the European market. This is why we are attending all three trade shows. I hope I will have enough time today. There is lots to discover everywhere.” On a quest for new ideas for their customers are also Petra Erasmi and Bernd Jacobs, Managing Directors at Chic Belgique. “We are particularly interested in textile finishing innovations since this is our core competence.” Both want to visit the trade shows to obtain a total overview of this sector of industry