Complex markets require clear structures. From 2016, viscom will be two trade fairs: viscom SIGN and viscom POS. Having been systematically developed, both trade fairs are distinctly positioned. As a package, they create effective and efficient synergies. Both trade fairs will take place concurrently at the same venue. The restructuring arrives just in time for the 30th anniversary of viscom, which has been shaping the development of the industries that touch visual communication since 1986.
Complex markets require clear structures. From 2016, viscom will be two trade fairs: viscom SIGN and viscom POS. Having been systematically developed, both trade fairs are distinctly positioned. As a package, they create effective and efficient synergies. Both trade fairs will take place concurrently at the same venue. The restructuring arrives just in time for the 30th anniversary of viscom, which has been shaping the development of the industries that touch visual communication since 1986.
viscom SIGN is the trade fair for advertising technology and digital print technologies featuring processes, technologies and materials in the printing, signmaking, textiles and materials segments. viscom POS is the trade fair for communication and digitalisation at the POS: print and finishing applications, marketing for the POS, premium packaging products, and brand and room staging. Together, they’re the perfect tool for visitors looking to boost their commercial success. Both trade fairs will take place at the Exhibition Centre Frankfurt from Wednesday to Friday, 2 to 4 November.
viscom SIGN stands for advertising technology and digital print technologies
For 30 years, viscom has served as a forum and marketplace for advertising and printing technology. More than 40 per cent of trade visitors last year were interested in large format printing, with nearly half specifically seeking out exhibitors in the signmaking area. Starting in 2016, both core areas will be united at viscom SIGN, whose target audience includes advertising technicians, print services providers, media production specialists, graphic designers, illuminated-advertising technicians, textile finishers, car wrappers, out-of-home advertisers, interior designers, exhibition stand builders and shopfitters. Major industry players will be exhibiting: among others, Brunner, Epson, Fujifilm, Hewlett-Packard, Igepa, Mimaki and Karl Gröner have announced their participation.
viscom SIGN will present an extensive programme centred on digital printing and print finishing, advertising technology, illuminated advertising, out-of-home advertising, textile finishing and ambient media. As such, the event has emerged as the most important trade fair during the end-of-year season, a result confirmed as well by viscom 2015. Nearly half of all visitors came to the trade fair with clear investment plans; overall, they had budgeted a volume of €233 million.
Besides doing business, visitors care most about getting information and inspiration. An extensive supporting programme will explore new markets, new topics, product innovations and trends, plus practical tips for everyday work. A particularly noteworthy highlight is being planned to celebrate the 30th anniversary of viscom: a large special show located squarely at the centre of viscom SIGN. Exhibitors and visitors alike will be encouraged to participate in activities at the new “show & do arena”. Doing justice to its tagline “30 years leading visual business”, the new segment will also include a look at the history of printing and advertising technology. The goal is to breathe new life into traditional technologies, because many of them can still be relevant to today’s operations – some of them might even deliver a competitive edge. Participation isn’t just allowed, it’s strongly encouraged. Helping to turn the trade fair into an experience, the area is sure to create yet another “aha moment” for visitors to take home.
viscom POS to peak into the future of marketing at the point of sale
viscom POS is the trade fair for communication and digitalisation at the point of sale. This is the hub where it all comes together for brand and room staging professionals looking for trends and inspiration for their daily work: not only brand manufacturers and distributors; product, trade and marketing managers; retailers; agencies; exhibition stand builders; shopfitters; and furniture and equipment suppliers, but also advertising technicians and print services providers. The trade fair has focused on the point of sale for years now. Above all, display manufacturers use viscom to promote their products, but digital marketing solutions and packaging materials and ideas feature prominently, as well. This year, all these segments will be consolidated at viscom POS. The trade fair will show analogue and digital solutions as well as trends by manufacturers and service providers from the display, packaging, interior and digital marketing segments.
“At last year’s viscom, almost half of all visitors were interested in the POS segment”, says viscom Director Petra Lassahn. “We’ve accommodated this trend by creating a dedicated trade fair. Here, brand manufacturers and distributors, shop owners, and marketing specialists will find everything in one place – from the complete customer journey to sales promotion at the point of sale.” The centrepiece will once again be the viscom world of inspiration. The special area will showcase innovations and trends in interior design, POS packaging and display. The Speakers Corner will feature lectures on digital retail, POS communication and interior design on three special focus days. In addition, the innovations of the sector will be presented at three industry awards: the prestigious Superstar Award with the stars of the display industry, the Pro Carton ECMA Awards featuring packaging highlights, and the nominees and winners of the Print & Media Award.