04-05-2012

When a plan comes together

The doors are well and truly open on drupa 2012, and it’s here that we get to see the last few months’ rigorous preparations come to fruition. Hours spent debating and devising themes and messages, and developing content to match – they all feel worthwhile when you step onto the finished client stand and see the story brought to life.

The doors are well and truly open on drupa 2012, and it’s here that we get to see the last few months’ rigorous preparations come to fruition. Hours spent debating and devising themes and messages, and developing content to match – they all feel worthwhile when you step onto the finished client stand and see the story brought to life.

You can’t help but catch the buzz when you see hundreds of colleagues from all over the world come together on a stand where the visual branding, the presentations, the zoning, the directional signage, the collateral are all carefully and creatively aligned, and everybody is united behind a single business mission.

Thousands of visitors will spend time with the major exhibitors at drupa over the next fortnight, and their time with any supplier should give them a holistic experience of the brand – from the technical innovation they see and the commercial inspiration they hear, to their engagement with the sales team and the hospitality they receive.

For my part, I’m happy to have these opportunities to see the communications elements we develop and implement making such a visible contribution to that brand experience.

It’s a powerful reminder that communications is far from being simply an element of an outbound marketing mix. Every company needs to have a meaningful and believable narrative, and to share it in a way that will make people want to listen and respond. Good communication is the very essence of business.