Successful Visual Impact Addresses Key Challenges

The Visual Impact trade show in Brisbane in July has proven an outstanding success, outstripping organisers’ expectations and garnering plenty of praise from exhibitors, who reported a slew of sales, and visitors who embraced the opportunity to ‘connect with success’.

Right from the start, it was clear that local businesses were keen for an in-person show after a hiatus of six years since the last Visual Impact expo in the Queensland capital. From the time doors opened, visitors flowed through the doors of the Brisbane Convention & Exhibition Centre and, while final numbers are still being tallied, initial indications are that almost 2,500 people visited the show over the three days, which is up 20% compared with 2018.

Most who attended were, as expected, were from around Brisbane and across Queensland, however there were also a good number from New South Wales and the NT. Visitors also attended from as far afield as Perth, Melbourne and New Zealand, with many arriving on the Thursday or Friday and taking the opportunity for a short-stay vacation in Queensland after doors closed.

The show also bucked recent trends somewhat with a significant number of companies investing in bringing a team of people to see the latest technologies demonstrated, experience market trends in person, and update their knowledge. Anecdotally, organisers heard of groups driving for hours, or flying multiple people to Brisbane from interstate, with feedback from those groups indicating that they considered the investment of time and resources to do so was more than worthwhile.

For exhibitors, foot traffic is only one part of the equation, of course; it’s the quality of visitors, and their readiness to invest, which is the litmus test for a successful show. Here, again, Visual Impact performed strongly, with exhibitors reporting that visitors were ‘here to buy’ and the strong sales recorded at the show validating that opinion. 

Numerous exhibitors reported multiple major sales, and some had sold every item displayed on their stands by the end of the show. Early feedback from those who invested in the opportunity was overwhelmingly positive, with several indicating that the ROI of Visual Impact expos makes them a must-attend for suppliers serious about reaching the sign, display and graphics sector. 

Those scanned in at the door were treated to a show which went further than simply a showcase of wares, although the latest solutions, and some notable first-releases, were of course the centrepiece of the event. 

Importantly, the show addressed some of the most important market trends and key challenges being faced by industry businesses.

With the shortage of skilled staff a challenge for many attendees, interest was high in any systems which allowed for the removal of touchpoints in production, allowing businesses to ‘do more with less’ and grow despite industry-wide staff shortages. Sustainability was a focus for many exhibitors, with new media releases and features like improved energy efficiency and reduced waste on show, and new opportunities were also featured, with businesses able to explore a diverse range of technologies to create valuable new revenue streams. 

These themes also came through strongly in the seminar program which ran throughout the show in the newly-minted Connections Centre presentation lounge. With a variety of topics and speakers, the sessions were well attended, with the more intimate, conversation-focused approach welcomed by visitors. 

Interest in the Sign & Print Career Connections stand and adjacent Try-A-Trade area was also steady, with a particular focus was given to promoting the resources which are available to businesses to support the employment, and retention, of apprentices – a vital component to ensure industry opportunities match the high level of interest from potential trainees. Channel letter bending workshops run by Lettertech and Bounce LED were also well-attended, adding another highlight to the program.

Importantly, there was strong support at the show from industry associations – in particular, the Australian Sign & Graphics Association (ASGA) who had a full team on hand to discuss member benefits and resources with visiting businesses – but also FESPA Australia, the LIA and the FPLMA, as well as Women in Print, who held a networking event at the show.

“We are delighted with the way the industry – both exhibitors and visitors – embraced the opportunities provided at Visual Impact in Brisbane,” Charly says.

“The team is now well advanced in planning for the next Visual Impact Expo, which will co-locate with PacPrint 2025 and the Label & Packaging Expo at the Sydney Showground in May next year and will feature even more new information, ideas and inspiration to help businesses improve performance and profitability, increase sustainability, manage the ongoing skills shortage and capitalise on new market trends and opportunities.”