PRINT & DIGITAL CONVENTION 2022: The Print Universe of Multichannel and Dialogue Marketing in Düsseldorf

On June 22 and 23, 2022, PRINT & DIGITAL CONVENTION made Düsseldorf the multichannel and dialogue marketing hub of the print universe. The fifth edition of the congress trade show provided the answers to relevant industry questions and built the bridge from technology to concrete applications. Innovations, trends and visions related to marketing realization, marketing automation and content marketing were presented in nine theme worlds. 1,250 participants did not miss this excellent opportunity for networking and knowledge transfer.

The positive outcome of our trade show summer has already been summarized by Mr. Wolfram N. Diener, CEO of Messe Düsseldorf, in this LinkedIn interview. It continues uninterrupted: with more than 50 percent growth in visitor numbers, PRINT & DIGITAL CONVENTION, which took place at the Congress Center Süd in Düsseldorf on June 22 and 23, 2022, was a complete success. The congress trade show, which was organized by our leading trade show for print and media technologies drupa and the Fachverband Medienproduktion e.V. (f:mp.), offered a practice-oriented program. But what exactly is PRINT & DIGITAL CONVENTION?

Quite simply: an experience format for the printing and graphic arts industry that follows a unique concept. Complex and technical solutions are made tangible on the exhibition floor and their application is demonstrated – always having print, advertising materials and communication strategies in mind. Several parallel conference slots make PRINT & DIGITAL CONVENTION exciting for all those who expect additional specialist presentations, interaction and exchange from an event.

A journey through the print universe

The high-caliber expert presentations focused on sustainable media production, programmatic print, value-added printing, and open discussion sessions. Questions such as “Why do I still need printed customer magazines?” or “How much automation do I need anyway?” were answered. In addition to the four stages, 50 top-class speakers and 19 half-hour presentations each day, 63 international exhibitors, including companies such as DATEV, Deutsche Post, FKS, Kodak, Konica Minolta, Mondi, Xerox and HP, attracted a total of 1,250 participants to the Rhine for two days full of inspiration and innovation. Divided into nine theme worlds, they presented digital printing applications, multichannel solutions, creative postpress and finishing options and sustainable packaging solutions.

In the Business Lounge, expert discussions took place between the exhibitors and their visitors, which also offered room for both, confidential sales talks and casual meetings.

“[W]e managed to get the right target groups to network and exchange ideas intensively. It was a wonderfully inspiring and motivating two days – not only for us, but also for the entire industry,” says Rüdiger Maaß, Managing Director of f:mp.

The highlight projects of PRINT & DIGITAL CONVENTION 2022

Another special USP of PRINT & DIGITAL CONVENTION: the special Highlight Guide format. In this context, various possibilities to stage brands and products were made tangible in the truest sense of the word. In some cases, individual communication elements of the projects were even produced live at the trade show. 

The fact that sustainability in the print and packaging industry was also a core theme of this year’s event was demonstrated, for example, by the sustainable-social packaging development. But the digital aspect of PRINT & DIGITAL CONVENTION was not neglected either, as the NFC “All-in-One” badge solution showed that the combination of print and NFC brings many advantages. Other projects focused on geomarketing, the new development of a gin packaging, the children’s book Berggorillas, the PDC diary, which was available at the trade show and the book project “Photo Book”.

A look into the future

However, it was not only the innovations, trends and visions, which could be experienced at PRINT & DIGITAL CONVENTION that provided a glimpse into the print and media industry of tomorrow – the congress trade show was also geared towards the future thanks to the participation of various school classes and student groups. The new generation of the industry was excited to finally discover practical application possibilities. 

For example, budding media designers, printers, bookbinders and machine and plant operators from the Fritz-Henßler vocational college in Dortmund, with which drupa had already collaborated at virtual.drupa, came to the event. The aim of the past cooperation was to design posters to make drupa visually visible as a world of experience. The students also answered the question “What is print?” as part of a video project. In their short films, they showed how they view print and conveyed a clear message: print is alive.

“Even in the digital age, print is highly relevant and indispensable in its many facets – we want to convey this to the younger generation in particular,” explains Sabine Geldermann, Project Director Print Technologies Messe Düsseldorf. “The response from students and trainees was very good. The demand for information is simply exorbitantly high! Young people want direct access to the market and want to experience what potential print has to offer.”

From the AMD Akademie Mode & Design, Professor Ralf Lobeck traveled with students in the field of brand and communication design. As a must-attend event, PRINT & DIGITAL CONVENTION was the perfect opportunity to exchange ideas with industry representatives about trends and current developments.

Especially in the industry, the promotion of young talent plays an important role and so the companies and start-ups present were also pleased about the discourse with the young talents, who will certainly enrich the industry with their ideas and approaches.

Photos: Messe Düsseldorf / ctillmann