Cross media is continuing to transform the marketing communications industry. This was confirmed by the overwhelming interest in the content and technologies showcased at Cross Media 2013 last week, with constantly busy exhibitor stands, buzzing aisles and packed theatre sessions. Cross Media 2013, which took place at the Business Design Centre in London from 23rd – 24th October, saw a 12% increase in visitor numbers compared to the inaugural show in 2012.
Over 2,750 marketing professionals, print service providers, publishers, brands and creative agencies attended the 2-day event. 38% of these visitors represented the whole gamut of marketing functions, while 18% identified their role as a brand owner, guardian or agency. Print and marketing service providers made up 24% of the visitor count, while 20% represented the publishing community.
The five theatres – Cross Media, Digital & Direct Marketing, Content Marketing & Publishing Strategies, Print & Innovation and Mobile Marketing – offered standing room only during most of the 50 seminars, as visitors listened to speakers share their expertise in different areas of the multi-channel marketing industry and take part in the lively Q&A sessions afterwards. The impressive speaker line-up included presenters from Adobe Systems Europe, Aurasma, Brand Perfect, Crew Clothing, IOP Publishing, MEC Global, Microsoft, O2, OgilvyOne Worldwide and Yahoo!.
Dedicated feature areas proved very popular, as the ‘Augmented Reality Hall of Fame’ demonstrated the power of integrating print and digital media with high impact augmented reality campaigns from Aurasma, Inition and Layar. Inition also hosted a 3D virtual skydive and vertigo challenge on its stand, causing great delight amongst the crowds. Meanwhile, documobi showcased the opportunities of integrating video, print, photography and social media through its ‘intelligent print’ software. A caricaturist drew a picture of the interested stand visitor, after which they were walked through the integration process of linking their printed cartoon image to online content.”
Peter Lancaster, CEO and founder of documobi, comments: “Cross Media 2013 has been an excellent event for us to showcase what our technology can do – we were rushed off our feet! Our world-first ‘interactive caricature’ was very popular, and initiated some very serious business discussions.”
Ogilvy & Mather’s ideas workshop was bustling throughout the event, as small businesses and charities were invited to take advantage of the free advice offered on the full range of marketing principles by company’s experienced professionals.
Exhibitor feedback has been positive:
Alpha Card’s Sales & Marketing Executive, Michelle Kerwin, says: “Brands recognise the attraction and power of using a z-card Alpha Card as marketing collateral, even more so when it can be made interactive. The Cross Media event and brand has been very influential in helping us extend our reach and generate leads for new business.”
"Cross Media 2013 had a real buzz from the outset,” comments Anthony White, European Marketing Product Manager, Canon Europe. “The vast majority of seminars at the Canon sponsored Print & Innovation Theatre were packed across the two days. There was a constant flow of people from all areas of the industry, with marketers, brand owners, publishers and printers interested in the engaging seminar content and wanting to discuss topics further in the Canon Business Lounge. Overall, it was a good opportunity for Canon to engage with customers and prospective clients.”
Mark Hinder, PPD Market Development Manager for Konica Minolta, comments: “The growth on last year was clear to see, with the Digital and Direct Marketing theatre bursting at the seams for the Konica Minolta seminar session. The event managed to strike the right balance of relevant commercial exhibitors, and engaging and valuable educational content, with the majority of delegates eager to absorb and learn how Konica Minolta can enable their business through marketing automation and cross media services.”
Augmented Reality and interactive print specialist company Layar’s Business Development & Sales Director, Kate Russell, adds: “We’ve been very impressed with Cross Media 2013. We have received a fantastic response from a wide range of high quality delegates interested in using augmented reality to boost brand engagement. It has been a fantastic opportunity to increase awareness of the Layar brand to the UK market, and we have made some very strong leads and contacts.”
Laurent Tonnelier, CEO, mobiLead, says: “Cross Media 2013 provided us with the opportunity to demonstrate the continued simplicity and effectiveness of QR Codes to make a product interactive and add value. It was worthwhile us coming from France, as we received some strong leads from customers who understood how our complete solutions – from QR conception and design to driving customers to relevant content – could help their business.”
“CrossMedia 2013 was a very positive event for Ricoh UK,” says Gareth Parker, Strategic Marketing Manager, Ricoh UK. “There was considerable interest shown in our MarcomCentral SaaS solution and our Clickable Paper offering, both of which aim to give printers the real freedom to operate in the new world of cross media communications. The seminar presented by our customer, Barnwell Press and their client, Just Regional on Clickable Paper, was exceptionally well attended and led to a number of new leads for both products. General understanding of the potential of this dynamic sector of the market is definitely growing and there were a number of serious decision makers visiting the stand through the course of the show.”
Louise Prior, Head of Client Services, Semaphore is pleased that they decided to exhibit at this year’s event: "We came to the inaugural Cross Media event in 2012 as visitors and knew that we had to return this year as an exhibitor. There are genuine, quality visitors walking the aisles, and we have generated a number of strong leads. The presentation by Richard Ballard, Semaphore's CEO, during his seminar in the Cross Media Theatre directly lead people to our stand who wanted to know more about how our cross media solutions can solve their complex problems. It's been a successful first Cross Media event for Semaphore."
Transeo Media’s Managing Director, Neil Bather, adds: “We were inundated with visitor interest and business leads at our stand. Our four demo stations were constantly in use, with genuine quality interaction with prospective customers taking place across the two days. We spoke to printers, corporate level personnel, marketers and brands about the power of cross media. Many came straight from the seminars, eager to learn about how easily one can create a powerful integrated marketing campaign. It was a really refreshing experience.”
Andrew Thornhill, Marketing Manager for Cross Media 2013, concludes: “We are extremely pleased with the engagement from brands, marketers, publishers, and cross media & print service providers at Cross Media 2013. Cross Media 2013 provided the perfect platform for over 70 exhibitors to showcase different platforms, solutions and technologies relevant to anyone playing a role in the multi-channel marketing communications industry, and we look forwarded to building on this for our 2014 event.”
Cross Media 2014 will take place from 21 to 22 October 2014 at the Business Design Centre in London.
About Informa Print & Media Group
The Informa Print & Media Group is the UK based division of Informa Exhibitions, specialising in international print, nutraceutical, maritime and logistics trade exhibitions.
Informa Exhibitions organises over 150 business to business exhibitions annually via a global network of offices in UK, Brazil, UAE, Canada, Singapore, China and Australia. Some of Informa Exhibitions’ leading brands include Ipex, Monaco Yacht Show, Vitafoods, Cityscape and Arab Health.
Informa plc, employing over 8,000 people across 150 cities worldwide, is the largest publicly-owned organiser of exhibitions, events and training in the world providing inspiring marketplaces and opportunities for knowledge to be shared.
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Issued on behalf of Informa Exhibitions by AD Communications
For more information, please contact:
Elni Stofberg/Patrick Anderson Andrew Thornhill
AD Communications Marketing Manager, Cross Media 2013
T: +44 (0) 1372 464470 T: +44 (0) 207 017 6949