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PRINTING United Expo’s Convergent Approach Proved Successful at its 2022 Edition

MADDY RYLEY, ASSOCIATE EDITOR
image from the show floor at PRINTING United Expo 2022

LAS VEGAS — PRINTING United Expo, produced by the PRINTING United Alliance, serves as an inclusive convergent platform for the printing industry, and took place Oct. 19-21, 2022, at the Las Vegas Convention Center, drawing approximately 1,000 fewer attendees than in 2019. 

PRINTING United Expo 2022 was the first in-person edition of the show since 2019; its return to face-to-face garnered a 9/10 satisfactory rating from a third-party research firm. Although attendance was slightly down from 2019, more than 88% of attendees had purchasing authority or influence and 58% were first-time attendees to PRINTING United Expo.  

There was also 22% growth in printer attendance with representation from more than 116 countries, and every U.S. state and territory. More than 5 million pounds of freight was brought to the show floor by more than 700 exhibitors, and there were live, global product launches throughout the three-day event. Those same exhibitors took to social media to share what they were showcasing at the show, sparking a level of engagement was on par with the investments they made to get the equipment and personnel to Las Vegas. 

The global printing industry consists of segments that focus on specific methods and types of printing, including packaging and apparel printing. In an effort to meet the needs of their clients, more printing companies are looking to diversify their services and opportunities. 

“The need for those printers to explore diversified solutions outside of their current segment has driven the need for a “one-roof, convergent” approach. We foresaw this trend and built PRINTING United Expo to serve the market need,” Mark Subers, President of Events and Exhibitions at PRINTING United Alliance and NAPCO Media, said. “All the technologies go on the floor; everyone can go to one place to see what they need and get their education and networking with their peers.” 

Through strategic cross-media campaigns, PRINTING United Alliance launched an intense effort to attract existing and new companies and organizations to the show through direct mail, email, dedicated content, social media, strategic marketing and PR efforts, as well as an exclusive exhibitor invite platform. The Expo drove more than 7.5 million organic social, paid social and digital impressions. Some 74% of exhibitors participated in customer invites to the show and generated more than 500 social media posts. The success of the outreach is heavily credited to PRINTING United Expo exhibitors, sponsors, and global media and association partners.   

“We are pleased to have reached such a high level of engagement and success as we believe that the communities have truly embraced the concept of the ‘one roof’ approach where all market segments are represented,” Subers said.

A new feature this year was a pilot recycling program in partnership with Vycom that took leftover and used rigid board plastic and made sure they were brought to a recycling facility. PRINTING United Alliance is in discussions with Vycom to grow the program in 2023. On a different front of sustainability, having a show that encompasses all segments means that there is less travel that professionals must do, lowering the carbon footprint of attendees. 

“This is the first time we’ve all been together under one roof since the pandemic started. It was crazy to see how happy this community was to be back together at this event, and it was great to see the audience take over organically at the show,” Subers said. 

PRINTING United Expo 2023 will take place in Atlanta Oct. 18-20. Information can be found at: www.printingunited.com.     

Reach Mark Subers at (215) 238-5092 or msubers@napco.com

 

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