Baking & Snack - October 2015 - 12

EDITORIAL STAFF
Editorial Director
Dan Malovany
dmalovany@sosland.com
Executive Editor
Laurie Gorton
lgorton@sosland.com
Editor/Managing Editor
Joanie Spencer
jspencer@sosland.com
Senior Editor

Innovation ... squared
I was lucky enough to attend my first iba trade fair in Munich, Germany,
last month. Until then, the International Baking Industry Exhibition
(IBIE) was my idea of a huge show. After being completely flabbergasted by iba's magnitude, I understood why the show is six days long. Each
of the 12 halls took half a day to cover.
A global show like this is the perfect venue to showcase new products
and launch new brands. And while I was undoubtedly impressed with
the new innovations that exhibitors were displaying, the real showing
was in just how they were displayed. During one booth visit, I leaned to
Editorial Director Dan Malovany and said, "Remember when just having an iPad in the booth was a big deal?" And to think - that was only
a few years ago.
Today, it's not enough to simply display your products. Everyone does
that, right? The trick is to get attendees talking about your booth so they
want to come learn more. For example, on day three of the show, I made
a trek across three halls, just to get to the WP booth. Why? Because so
many people - attendees and exhibitors - told me I absolutely had
to see the company's 3D presentation. Since when did 3D glasses come
with their own controls to choose what we want to see on the screen?
And speaking of screens, Zeppelin found a way to wow visitors with its
equipment that was just sitting there. With the simple wave of a tablet, people could view what would be happening inside that equipment
when it's up and running.
Some exhibitors didn't even need their equipment to generate interest in their company. The Kaak Group created a virtual tour of its pan
tracking system by constructing a two-story elevator shaft. Burford
Corp. presented information on a giant touch-screen with voice command. And over at Tromp Group, the booth went sans-steel, drawing
in visitors to view scale models of its systems and discuss them over a
cup of coffee served up by a world-renowned barista.
Exhibitors were visiting one another's booths to get a peek at
not only the innovations but also the innovative ways in which
they were displaying them. Ideas were flowing in a way I've
never seen. Intentionally or not, exhibitors were sharing ideas
on new ways to get customers' attention. The iba show has
traditionally been a gauge for what's to come at IBIE (set for
October 8-11, 2016). If that's the case, I can't wait to see what's
in store when we get to Vegas. Holograms?
That's it. Next October, I expect to sing a karaoke duet with a
holographic Elvis ... all I need is the booth number.
- Joanie Spencer, editor/managing editor
jspencer@sosland.com
12 Baking & Snack October 2015 / www.bakingandsnack.com

Charlotte Atchley
catchley@sosland.com

Assistant Editor

Ryan Atkinson
ratkinson@sosland.com
Contributing Editors:
Donna Berry
donnaberry@dairy-food.com
Theresa Cogswell
bakercogs@sbcglobal.net
Jim Kline
jkline@theensolgroup.com
Joe Stout
joe.stout@cf-san.com
DESIGN STAFF
Design Services Manager Sadowna Conarroe
Associate Design
Services Manager
Ryan Alcantara
Designer
Brian Peterman
Manager of Advertising Design Becky White
Classified Ad Layout
Nick Martens
PUBLISHING STAFF
Chairman and CEO
Charles S. Sosland
President
L. Joshua Sosland
President Emeritus
Mark Sabo
Publishing Director
G. Michael Gude
Publisher
Paul Lattan
Associate Publisher
Steve Berne
Vice-President and CFO
Melanie Hepperly
Audience Development Director Don Keating
Director of E-Business
Jon Hall
Advertising Manager
Nora Wages
Ad Materials Coordinator
Debbie Maniez
Digital Systems Analyst
Marj Potts
Circulation Manager
Whitney Forrester
Director of Online
Advertising & Promotions Carrie Fluegge
Promotions Marketing Manager Jim White
Editorial and Midwest Sales Office
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Phone: (816) 756-1000; Fax: (816) 756-0494
E-mail: BakingSnack@sosland.com
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Baking & Snack - October 2015

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