With thanks to
For the second time, Ricoh engaged WRG to help them make the most of their presence at drupa, the world’s largest print show, only held every four years…
Ricoh wanted more than just an exhibition space for the drupa 2016 event in Germany. It had to be open and accessible and yet allow for private meetings and product demonstrations. And with their competitors on stands nearby, Ricoh needed a new way to talk about their business that would cut through the noise. They also wanted an associated brand campaign to run alongside the event. No small ask.
Too often, letting technology do your talking can become the default option. We dialled back our flat screens to allow for more human-to-human contact. We let Ricoh experts, via large printed workflow diagrams, tell a printer’s story to a printing audience. Our elegant, lattice-work outer structure literally removed barriers to entry, providing the lightness and openness desired. This chimed perfectly with our Open New Worlds campaign.
Ricoh’s integrated presence at the show was accessible, confident and attracted over 4000 visitors from nearly 100 countries. Sales leads were also up in comparison to drupa 2012 and Ricoh were able to repurpose elements of the stand architecture for their UK customer experience centre.
More a sense, than a moment. Whilst we saw bottlenecks and frustration at other stands with closed walls and forbidding-looking registration desks, we could sit back and watch the natural, unforced and unhurried pace of people entering the Ricoh stand. Dwell time was up, stress levels were down.