Digital, retail, packaging – viscom 2017 delivers big when it comes to brand communication. Featuring new products, special areas and focus days by topic, Europe’s trade fair for visual communication in Düsseldorf will present innovations for three key brand communication segments. The programme from 18 to 20 October is specifically targeted at brand managers and marketing executives.
Digital: New technologies for brands
“Money follows eyeballs”, says the golden rule of the advertising industry, and the way to reach eyeballs today is primarily through mobile and other technologies such as augmented reality, virtual reality and artificial intelligence. viscom’s innovative digital out-of-home advertising solutions provide lots of inspiration in this area – with everything from self-learning interactive screens for the customer approach to 3-D displays projecting images of up to 1.5 metres into the surrounding area to programmatic advertising for smartphones. “The new digital technologies are having a noticeable impact on brand communication”, says viscom director Petra Lassahn. “That’s why we’re hosting the focus day Digital Marketing and Communication. Here, experts will provide guidance, illuminate trends and present best-practice examples.”
The programme, which starts in the Speakers Corner (Hall 14, A52) right on the first day of the trade fair, will examine the challenges brands are forced to confront because of the digital transformation: How can brand values and emotions be digitalised in a convincing way? Which AR, VR and KI innovations are really accepted by users? What’s important in the era of multi-, cross- and omni-channel shopping? Which digital brand mobilisation concepts are successful? Speakers will include Sascha Martini, Managing Director Germany at R/GA; Bastian Schneider, Strategy Director at Hotz Brand Consultants; Heiko Tullney, Creative Director at Indeed Innovation; Salvatore Accaputo from Eikona’s media department; and Peer Hohn, Managing Director at Phizzard.
Packaging: Brand Communication School makes its debut
How must packaging look in order for customers to grab the item? That question will be explored at viscom’s new packaging special show and on the focus day POS Display and Packaging on the second day of the trade fair. “Together with the industry, we’re proving the importance of material in packaging”, says Petra Lassahn. “Plus, we’ll present innovative software and Web2Print applications.” Those include an online portal for mass customising packaging and a new agile pretest method for packaging design by food truck.
Also making its debut will be the Brand Communication School – a new format that’s part of the focus day POS Display and Packaging on 19 October. International packaging specialists will be on hand to share their expertise exclusively at viscom. For example, Renne Angelvuo, Co-President of the european packaging design association (epda), will introduce packaging design from Finland and explain what scores big on Scandinavian shelves. And Suzanne McEwen, Head of Marketing & Communications of Pro Carton, the European Association of Carton and Cartonboard Manufacturers, will dedicate her talk to the important sustainability trend.
Also on the lesson plan: the digital transformation. Brands have to develop in ever-shorter cycles these days. That means continuous renewal and adaptation to new technologies. Visitors will get to know best practices from brands with an exemplary history of mastering these challenges. Additional topics at the Brand Communication School include personalisation of packaging design and the effects of various design elements at the POS. As part of the focus day POS Display and Packaging, the trade magazine creativ verpacken is organising a high-calibre panel on “Brand communication at the PoE, the Point of Experience”.
Retail: innovative solutions at viscom
Another interesting topic at viscom 2017 will be digital signage solutions especially designed for digital retail and brand communication. The Digital Retail Space (hall 14, booth E35) will showcast the innovative nominees of the internationally acclaimed Digital Retail Award which considers both large integrated solutions and small individual ones. The category “InStore” presents digital projects and applications that advertise and sell in store. “Customer Journey” introduces digital projects that accompany shoppers across various channels all the way down to the final decision to buy. “Start up Ideas” is designed for newcomers in the sector.
In addition, brand and marketing managers can also learn more about new insights on how to best present products at the point of sale. “Inspiration will be provided by the SUPERSTAR AWARD 2017 area,” says Lassahn and adds: “In cooperation with the Display publishing house we will gather the most convincing goods display solutions of the year on 500 square metres.” 100 best-practice examples will be on show at the trade fair this year. The SUPERSTARS awards in Gold, Silver and Bronze will be presented in 17 categories at the “Nacht der Sterne” gala on the second day of the trade fair at the Düsseldorfer Rheinterrassen. To the tune of 200 guests from industry, branded products manufacturing, retail and trade press are expected to attend. Tickets will be available from September at www.display-superstar.de/ticket.
Digital Retail Night: the top event for the communications industry
The Digital Retail Night on 18 October is the evening event of the communications industry. At the Düsseldorf venue “Ufer 8” digital agencies will meet brands, digital signage icons will network with customers, and the “movers and shakers” in visual communication will be present. There is only a limited number of tickets available for this high-calibre event. Early reservation is therefore recommended. Tickets cost EUR 159 (VAT excluded) and on 18 October EUR 179 (VAT excluded).
About Viscom:
As the annual user show for experts from the international advertising industry, Europe’s International Trade Fair for Visual Communication reflects the entire visual-communication value chain. Printing, signmaking, textile finishing and materials are at the centre of the printing- and advertising-technology exhibition area. The POS and marketing exhibition area highlights analogue and digital solutions from the display, quality and luxury packaging, interior, and digital marketing segments. In 2017, viscom will be held in Düsseldorf from 18 to 20 October. Some 250 exhibitors and 10,000 visitors are expected to attend.