OUTPUT

The autumn trade fair season is drawing to a close, enabling us to look back at the successes and failures of the year's shows. This year it has been overwhelmingly triumphant, suggesting strongly that the signage and graphics sector is back on its feet after a period of financial uncertainty. Viscom Düsseldorf, the German quarter of the Visual Communications series of shows, reported a 60 percent rise in attendance levels compared to the 2006 event and roughly an equal number to 2010. But how the shows themselves fare is only half of the story, and how well the exhibitors do individually is incredibly important too.

Most will agree that it is always worth exhibiting at a trade event; it's a means to promote your company to people who may otherwise be unfamiliar with the brand, to explain your services face to face and demonstrate your expertise. As a bonus, if you have time, you can see what other companies are up to, and how it may affect your own standing in the market.

Viscom is very much geared towards being a catch-all show for the whole graphic communications sector, with huge digital signage screens nestled next to label printers. For display companies which have diversified or offer a range of services, Viscom can perhaps lead by example: how the show is presented can be transferred to how businesses exhibit.

EskoArtwork, one of the exhibitors at Viscom Düsseldorf 2011, states it had a very successful show, noting attendees' reaction to the presentation of its whole package. "Show visitors and customers were most vocal about the fact they were provided by one supplier ensuring a clear support and service network for the full range," says Esko. "The combination of a high-value proposition, extensive portfolio and assured expertise guaranteeing an all-round service allows customers to feel secure in their decisions to make key operational changes."

It's not just big, established companies like Esko that have to plan their show stand though. Small businesses which perhaps only provide two different kinds of engraving, or printing, say, need to consider how to communicate how these services are complementary rather than disparate – as well as more obvious concerns such as show stand space and location. For those considering exhibiting, it is worth looking at reviews of this year's Viscom and its individual exhibitors' tactics to prepare well in advance.