PacPrint bans Landa

Digital print company Landa and its Australian representative Michael Mogridge has been banned from this week’s PacPrint, for its planned use to hold presentations and meetings during the four days, after refusing to exhibit.

The banning order came after Landa refused to buy exhibition space, but asked to ask the organisers if it could host presentations at the forum, and indicated it would be using the show to set up meetings with potential customers through the four days of the exhibition.

PacPrint is wary of non-exhibitors like Landa using the show to connect with printers, effectively pushing their marketing costs onto the paying exhibitors.

[Related: Landa orders hit €450m at drupa]

Adrian Fleming, PacPrint president says, “We will not allow guerrilla, ambush or suitcase marketing, it is patently unfair. We invited Landa to exhibit at the show but they declined.

"They then asked if they could host presentations at the forums and we obviously said no, we cannot have non-exhibitors reaching an audience that has been paid for by the exhibitors. We also understood that Landa wanted to set up meetings with potential customers at the show.”

PacPrint is acutely aware that ambush marketing hits a raw nerve with paid up exhibitors. In 2005 CPI, which at the time was the Komori agent, bought a tiny booth at the show and used it to take PacPrint visitors on a free helicopter ride to its showroom in Braeside.

Landa is trying to promote its new nano printing technology which it launched in drupa 2012, Mogridge was hoping to use PacPrint to spruik the latest development on the long-awaited technology.

Currently, on the website it is still advertising its presence at PacPrint with an option to request a meeting with Mogridge during the event.

The exhibition organiser has the right to decide who does and who does not come into the Melbourne Exhibition Centre.

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