Frank Talking: PRINTING United UX
Frank Tueckmantel is Executive Vice-President of Business Development at NAPCO Media
PRINTING United was a big success last October in Dallas. Part of this success was in achieving the unity suggested within the title of the event. NAPCO Media and SGIA combined really effectively to achieve a sell-out event and a buzzing show centred around the theme of convergence. But what next? We talked to Executive Vice President of Business Development, Frank Tueckmantel, whom we have known for many years of his plans in his new role at NAPCO Media, the sector ahead of the events move to Atlanta as the team take the event format onto another level.
Tell us about your background
I am originally from the Dusseldorf region, Germany, and have lived in the U.S. for about 20 years now. I began my career at a Canon and Minolta dealership, and worked my way onto the photocopier and faxes sales team, selling the first generation of Canon Color Copiers and then Minolta colour copiers. I became a sales trainer for Minolta copiers and was named the best salesperson worldwide in just one year. I became a color product manager for Minolta Germany, then all of EMEA, when I became familiar with Fiery technology. I joined the EFI team in 1999 where I held positions at the company for 20 years.
I moved to the U.S. in 2001 and became the VP of Corporate Marketing at EFI in 2008, where I managed tradeshows and events for EFI, focusing on the full product portfolio. It was in this role where I met Ford Bowers (SGIA) and Mark Subers(NAPCO Media).
Throughout my tenure, I have increasingly become a major supporter of industry events and strongly believe in the value of face-to-face marketing in B2B. Of course, maintaining communications virtually is important in the day-to-day, but there is such value in meeting people, customers especially, in person. In our market, especially, it is critical to see technology and output in motion and the most effective way to do so is at a trade show.
What is your current role and how did this come about?
I am currently the Executive Vice President of Business Development at NAPCO Media, where my focus is launching the PRINTING United User Experience (PRINTING United UX). This role came about from my passion for events and previous longstanding experience planning events for EFI, where I had many interactions with the NAPCO Media team.
PRINTING United is the result of a great vision and collaboration by Ford Bowers, Mark Subers and Dave Leskusky, built upon the foundation of the previous successful SGIA Expo. The team collectively realized that it is becoming increasingly difficult and costly for exhibitors and visitors to visit multiple trade shows in the U.S. every year. Exhibitors pushed for consolidation and the market was previously fragmented. The SGIA and NAPCO leadership listened and they have turned SGIA into PRINTING United, the largest, most comprehensive printing event in North America. PRINTING United 2020 takes place October 21-23, 2020 at the Georgia World Congress Center in Atlanta. PRINTING United UX is offered in the days leading up to the event, on October 20 and 21, 2020. PRINTING United UX was developed as a way to provide OEMs and organizations even more value when attending PRINTING United.PRINTING United UX is part of a three-tiered model that allows companies to maximize their investment in PRINTING United and BRAND United by hosting a complete packaged meeting prior to PRINTING United. This platform provides “white glove” event management service by covering event logistics such as: securing dynamic speakers targeted towards each unique group; all necessary A/V; entertainment; food and beverage; transportation; event space; and more so that participating organizations can focus on their members and meeting content within their own dedicated breakout sessions that are relevant for their own meeting.
We know that some of our exhibitors already hold meetings in nearby hotels, but what we are offering is a far more integrated experience with the main event, especially given we have ample space conveniently located right on-site.
This concept is extremely helpful especially for those companies looking to convene with peers and offer a substantial meeting, but do not have the manpower to run the event, soup to nuts, on their own. We have the infrastructure and space and can help people bring an event here and optimise their investment. It truly is a white-glove experience for our participating partners. Take all the planning, registration, food and beverage and price per person with the smallest minimum meeting 25 people. All the OEM has to do is bring their laptop with their content! We will take care of what goes on in the collaborative main area - the speakers, booth and food. Then attendees break out into their own relevant breakout sessions.
So this is building on the success of PRINTING United 2019?
Yes, it is. For example, the whole idea behind PRINTING United is to maximise investment in the show. Exhibitors spend a lot of money and visitors invest a lot by attending, so by working in this way exhibitors are making that budget go further. And we can do some special things for our PRINTING United UX audience, for example, we can access the show before it officially opens between 7-9 am - and we can show the audience the booths.
Is this idea relevant and open to associations and groups?
Yes, very much so. Industry associations and groups would heavily benefit from the PRINTING United UX concept.
Tell us more about the host City Atlanta
Atlanta is an excellent host city and partner. I had previously lived here for 3.5 years and had the opportunity to go to the Convention Center many times. The space is fantastic and the meeting rooms for PRINTING United UX are right opposite entrance to Hall C. There is no comparison to this event space this year.
How has the market changed in your view over the past 10 years? What are the key trends?
PRINTING United 2019 was all about convergence. Many printers no longer focus solely on one type of work. They have added new offerings and focus much more on workflow; everything that can go digital will go digital and workflow is important.
Many of the big names in commercial print equipment manufacturing exhibit with us and this is a big development. Some of them have not been at tradeshows in the U.S. for years. PRINTING United has become the tradeshow that covers the entire print spectrum, without a doubt.
PRINTING United was seen as a success, how do you see the event continuing to develop at Atlanta and beyond?
The show floor is already bigger than the Dallas show with large demand from returning and new exhibitors. The show encompasses 1,000,000 sq ft over two large halls and has garnered support from attendees across North America, the Caribbean, and parts of Central America.
Print is changing and in some markets contracting. What is the situation in the US?
Yes, in some market segments it is contracting, but there is a whole market in print and in industrial printing, packaging, garments, textile and industrial that is significantly growing. The print industry is including much more because digital has enabled it to. For example, a key Italian fashion trend is producing garments on-demand produced by digital textile printers. These people would not see themselves as printers, per se, but they are and should be included in print revenue growth.
Any further comment related to PRINTING United and the future?
I am really excited to be working on this endeavour for our industry. For 2020, , our tagline has evolved into Bigger, Bolder, Together. (In 2019, Bigger, Bolder, Better). There will be more exhibitors and more event offerings all in a great city with plenty going on. We look forward to seeing it grow and develop for the benefit of our exhibitors and attendees.
To learn more about PRINTING United UX, contact Frank Tueckmantel at: ftueckmantel@napco.com.