At the event inside the
pavilion set up on the Rhine, the
focus will be squarely on marketing-driven applications for printed products.
The technology that makes this possible will play a subsidiary role. The drupa
team believes this shift in perspective offers one unbeatable advantage – heads
of marketing and publishing directors, production managers, account executives
and creative directors will be able to take in print's potential in the
marketing mix in a compact format.
Manuel Mataré, drupa Project
Director says, "With this tool, we intend to attract print buyers to drupa in
greater numbers. Undoubtedly, many of the exhibitors also have offerings
catering to this target group. But at a technology fair of drupa's kind, this
type of information is often in danger of being drowned out. The drupacube acts
as a portal for print buyers by serving up concise infotainment on all things
print communications and guiding them to exhibitors' stands."
The diversity of the print
buyer target group will be matched by the multifaceted offerings in the
drupacube. Symposia and workshops will tackle the most varied topics, with each
day dedicated to a specific motto. To this end, one day will be given over to
newspapers and/or magazines, others to direct marketing, catalogues and corporate
communications. Also in the pipeline are cross-sectoral symposia addressing,
for instance, brand protection, green printing and the relationship between the
arts and print.
"We plan to engage people in
the topics they have to deal with every day," explained Manuel Mataré. To
ensure this, the relevant associations have been called on to assist with the
planning and design. The following associations have already committed to the
project: the German Direct Marketing Association (DDV), Forum Corporate
Publishing (FCP) and the media production association (f:mp). Newspaper,
magazine and free sheet publishers have also given their support to the
concept. In addition, talks are underway with numerous drupa exhibitors on how
their print-buyer-relevant information can be combined with the offerings in
the drupacube.
The chief attraction of the
drupacube is its location off the actual fairgrounds but in their immediate
vicinity – that is, in front of the Congress Center South, on the banks of the Rhine. The
site of the drupacube sets it apart, making it clear that it serves as a
separate access point to the trade fair for a specific target group. Integrated
into the regular trade fair activity, it would have become another way station
instead of a portal.
What's more, the drupacube will be laid out so that each of print
segments can be individually celebrated. While, during the day, new production
technology for catalogues is explored, a party for those in charge of
catalogues can be staged in the evening and even go on into the early hours.
This feature of the event concept can only be realised off the fairgrounds. In
providing not only information but also stylish entertainment, the drupacube
ties in perfectly with the city of Düsseldorf and its innovative Media Harbour on the Rhine.
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