Differentiation is a huge challenge for exhibitors at Drupa, the world's largest printing trade show, where 1,957 companies compete for the attention of attendees in 1.7 million square feet of exhibition space.

For Flint Ink, the world's largest privately owned ink manufacturer, Drupa represented the perfect global venue to introduce its new products and technologies and announce its strategic vision and plans for the future. Flint Ink asked ABI to implement a trade show support program that would differentiate the company and generate significant global publicity.

Before the show, ABI developed global press materials and advertorial articles, and coordinated media interviews. Once on site, ABI produced a press conference that was attended by nearly 100 representatives of the printing industry media from North America, Europe, South America and Asia and the Pacific region.

ABI coordinated a series of Executive Roundtables (ER) for Flint Ink's management team with prominent media from around the world. These sessions provided a focused opportunity for Flint Ink to synthesize its strategic decisions into a vision for the future.

The media poured in to the ERs to take advantage of the unique opportunity of meeting with Flint Ink executive management, their interest piqued by the recent appointments of a new Chief Operating Officer and Chief Executive Officer in Europe.

ABI's marketing public relations program generated powerful results. Flint Ink was featured in virtually every printing trade magazine worldwide. The pre-show program generated awareness that led to significant booth traffic and presentation attendance. Media coverage also produced new business leads, worldwide.