Join in and be switched on: The drupacube project is intended to make the subject of printing attractive to the wide audience of “non-printers”.
Ralph Scholz, project manager of the drupacube team, discusses the concept.

What lies beneath the “drupacube” project?

Ralph Scholz: Speaking confidently: The drupacube brings you 14 days of infotainment, 14 days of retreat, 14 days as the main landing place for print buyers, suppliers, advertisers and companies, as well as 14 days in Düsseldorf’s trendiest location for the agency sector. 

Architecturally, a huge cube will serve as the drupacube events pavilion. It will be used throughout the entire duration of drupa, from 29 May to 11 June 2008, to highlight what marketing can bring to the printed product. A lot of exhibitors have been asking for this in previous years and would definitely welcome the opportunity to give the marketing and advertising decision-makers a greater incentive to visit the world’s largest print trade fair, drupa.

Why should a marketing and advertising decision-maker visit drupa 2008?

Ralph Scholz: You have to understand that it is not the print technology that generates demand for printed products; printed products will only be used as a communications tool if the return on investment is right for the advertiser. The printed product is in strong competition with other media channels.

So, if you want to reach marketing decision-makers at drupa, not only do you have to demonstrate the technical tools behind the printed products, you also have to show them the communications results they will achieve with the new technology. And, this is precisely the role of the drupacube. We want to show marketing and advertising decision-makers how they can produce printed products more efficiently and how they can achieve greater added value through increased response rates for example.

How does the way customers are addressed in the drupacube differ from that of the fair itself?

Ralph Scholz: The first stopping point for print buyers will be the drupacube, which is located in front of the Congress Center Süd in the Düsseldorf-based exhibition areas. In contrast to the 19 exhibition halls, where the technology of printed product is at the foreground of all discussions, in the drupacube, the print buyers will be able to take a step away from the technology lingo. This will allow print buyers to find out more about new marketing approaches without getting bogged down in a sea of technical details about printing inks, color balance and damping solutions – and I don’t mean this in a negative way.

Was it not possible to convey the marketing ideas for printed products through the exhibition stands of the manufacturers? Is a separate events building necessary?

Ralph Scholz: Yes, I strongly believe it is. This change of perspective offers an unbeatable advantage. Undoubtedly, many of the exhibitors will offer valuable information for print buyers. But at a technology-oriented fair like drupa, marketing ideas are often in danger of being buried. Let me clarify: in the drupacube, the focus will be on marketing-oriented solutions and the technology used will be secondary. In the drupacube, the printed product will be at the center of attention, whereas at drupa, the print technology remains the main focus.

Why do marketing decision-makers and printers need to be addressed in different ways?

Ralph Scholz: The drupacube will serve as a portal for this target group. It will offer infotainment on all aspects of print communications and stimulate the print buyers curiosity, encouraging them to visit the exhibitors’ stands. The mere fact is that marketing decision-makers want to see solutions, whereas printers want to see efficient technologies. Both target groups visit the trade fair with different expectations which, obviously, need to be handled differently. Our aim is to show the large print buyer target group that print-based communication can be successful, economical and modern. To this end, we will not focus on technology itself but we will address customers in the drupacube emphasizing the new marketing approaches that are now possible using the technology on show at drupa.

Can you describe the drupacube concept in terms of content?

Ralph Scholz: We have concentrated intensively on the print buyer target group using its broadest definition. The target group we are talking about includes marketing and publishing managers, production managers, account executives, art directors and creative directors. The diversity of the print buyer target group will be matched with a wide variety of offers and is reflected in the symposia and workshops taking place in the drupacube.

What will be the daily routine in the drupacube?

Ralph Scholz: We are going to work with themes. Each day, the focus will be on a different printed product and that product will be used to demonstrate the new innovations and the marketing approaches available on the market. So, one day will be dedicated to magazines and newspapers, the next day to direct marketing, another to catalogues and corporate communications and so on. There will also be cross-industry symposia on themes such as “brand protection”, “green printing” and “art meets print“. We aim to engage people in the topics they have to deal with on a daily basis.

Who is supporting you in your communication with the print buyer target group in question?

Ralph Scholz: Right from the start, we involved all the relevant trade associations in designing the drupacube. The Deutsche Direktmarketing Verband (German Direct Marketing Association - DDV), the Forum Corporate Publishing (FCP) and the Verband der Medienproduktioner (Media Production Association - f:mp) have already offered us their support. Publishers of newspapers, magazines and advertising papers have also been strongly in favour of the concept. The drupacube will discuss all the latest hot topics. Take, for example, the December 2007 issue of the magazine Cicero for which a digital solution was used for the first time ever to personalize 160,000 front pages. In addition, talks are underway with a large number of drupa exhibitors on how their print buyer information can be combined with the offers in the drupacube.

How are the participating associations getting involved in the drupacube?

Ralph Scholz: Involvement of the associations will guarantee that the topics dealt with in the symposia are indeed those that the target groups consider to be hot topics. They are the qualifying factor as they will co-define the daily subject and propose competent speakers.

How many visitors to the drupacube are you expecting?

Ralph Scholz: The symposia rooms on the upper level will accommodate approximately 150 people. In total, we expect up to 20,000 drupacube visitors seeking advice about new approaches in print-based communication. The special attraction of the drupacube is its location off the actual fair grounds. This position sets it apart, making it a special access point to drupa for a very specific target group. If the drupacube were to be integrated into the regular trade fair experience, it would just be a transit station and would loose its definition as “access to printed products”.

What are the advantages of being in the “trendiest location for the agency sector”?

Ralph Scholz: Each morning, new segment-specific marketing solutions will be on show. In the afternoon, the related technologies available will be demonstrated at drupa. And in the evening, there will be a party to celebrate the respective printed product. This part of the concept can only be carried out outside the fair grounds.

The city of Düsseldorf with its innovative Media Harbour and the Rhine are a perfect setting for a venue. We are interested in a partner concept and are working with some events agencies who will offer artistic interpretations at the parties. A number of Düsseldorf’s advertising agencies will hold workout parties in the drupacube. A football event is planned for Euro 2008 and much, much more. But behind the fun, there is also a serious side. Information and entertainment will be combined to make drupa attractive for the print buyers who until now have shunned the fair.

Who can attend the evening events?

Ralph Scholz: Naturally, all visitors to the daily symposia are also welcome to attend the evening event. In addition, we will use the evening events in the drupacube to introduce advertising customers, as well as reputable communications agencies to drupa and hence to the new generation of printed products. At the end of the day, print is recommended by the agencies to the advertising industry as a communication tool and it is their customers who will have to pay for the products.

About the interviewee
Ralph Scholz (42 years old) will be the drupacube project team manager for the duration of the project. The experienced communications expert has also been chief editor of the Versio! magazine since 2006. As a freelancer for the marketing and communications industry since 1991, he took over the company Geffken Mediendienste GmbH in 1995. He specializes in using marketing strategies to develop business portfolios. He has worked for prestigious customers such as Daimler AG, DSF, Deutsche Post and many, many more. Ralph Scholz is married with three children. 

For more information, directions and registration, visit: www.drupacube.com