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“Marketing managers and publishing executives have little interest in which technology was used to produce a printed product. For them, what matters is the new communicative or commercial benefit that can be attained with the technology. And this is precisely the information that we’re offering at the drupacube.”
With these words, Ralph Scholz who is responsible for the drupacube introduced his project at the international Media Conference. Set to premiere at the upcoming print media fair, the drupacube will serve as an infotainment center for print buyers. During the day, the cube-shaped construction erected at the Rhine embankment in the CCD. South parking lot will be the site of workshops and symposia while from 6pm in the evenings it will turn into a stylish venue for events.“Through the drupacube, Messe Düsseldorf is pursuing a number of marketing objectives,” said drupa Project Director Manuel Mataré, explaining strategic motivations behind the two-storey construction. “Our aim is to persuade those print buyers to visit drupa who are less interested in technology and whose primary focus is on identifying new marketing approaches. At the same time, we want to drive home that print-based communications are a cutting-edge, entertaining, creative and efficient way of conveying information. If our information offerings also result in a boost in demand, you can be sure that’s more than just a fortunate side effect.”
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. Each day, including the party after hours, will be dedicated to a specific motto. In this way, specific sub-groups can be reached with targeted information. The following focal themes for individual days are planned (subject to change):
29 May 2008: Mailing day
30 May 2008: Newspaper day
2 June 2008: Magazine day
3 June 2008: Corporate publishing day
(Partner: Forum Corporate Publishing)
4 June 2008: Dialogue marketing day (Partner: DDV)
5 June 2008: Retail communication day (Partner: EHI)
6 June 2008: Media production day (Partner: f:mp)
9 June 2008: Packaging/brand protection day
(Partner: DFTA, FFI, ProCarton)
10 June 2008: Book Production day
(Partner: Akademie des Buchhandels)
“The half-day symposia won’t concentrate exclusively on new technological options for print production. Instead, this information will be provided in the afternoons on the drupa walkabouts. Mornings in the drupacube will be the time when print buyers can find answers to the questions that come up again and again in their daily work,” said Ralph Scholz, clarifying the thematic focus of the symposia. “To keep the topics as practically oriented as possible, we spoke to a large number of industry representatives in the run-up to the fair and ascertained the thinking particular to the relevant print buyer groups and what information they require to make decisions.”
