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Packaging industry supports POS packaging at viscom

Extensive supporting programme on visual presentation of products

They will bring their know-how to the trade fair: at its new exhibition segment POS packaging, viscom can count on broad support from the industry. A large number of associations, media and companies from the folding carton sector support the debut of the new segment at the International Trade Fair for Visual Communication. Their members will be granted special terms for their visit to the trade fair; on the lecture programme, their experts will provide fascinating insights into the latest developments in the packaging field. The topics will be visual presentation at the POS, innovations in packaging design, state-of-the-art packaging technology or the future of customer loyalty.

Cooperation partners from the packaging industry
Since 1948, the German Association of the Folding Carton Industry (Fachverband Faltschachtel-Industrie e.V. – FFI) has been representing the interests of some 90 companies in this branch of industry which produces app. 900,000 tons of folding boxes annually, corresponding to a production value of around 1.9 million Euro (2013). FFI members account for around 76 percent of the industry's turnover. "We set great store by the new cooperation with the FFI", says viscom Director Petra Lassahn. "With this collaboration we are creating yet another link with the packaging industry and can bring even more expertise from this field to viscom." Among other things, the FFI is involved in the lecture programme and provides insights into new developments in packaging design and technology.

On Wednesday, 5 November the 7th FFI Forum "Richtig verpackt (Properly packaged)" will be held as part of viscom. Starting at 10.00 a.m., it will deal with novelties in the field of packaging design and innovative packaging solutions.

In addition, visitors will be shown a selection of the products by the finalists of this year's Pro Carton ECMA Award at the trade fair. The award distinguishes Europe's most attractive and successful folding boxes recently launched on the market. 2014 will be its 18th edition.

creativ verpacken is viscom's media partner for the POS packaging segment. The trade journal is the interface between the product, packaging, design and customer target groups and reports on successful packaging concepts at the point of sale. On the viscom Thursday, the journal's publisher & editor-in-chief Ute von Buch will give a keynote speech on the importance of product packaging.

viscom will also be supported by bdvi - Das Verpackungsnetzwerk. bdvi is open to all involved with the topic of packaging on a professional basis. With currently more than 530 members in eight regional groups in all parts of Germany, the packaging network promotes the exchange of experience and information as well as members' expertise.

Another cooperation partner is the German Packaging Institute (Deutsches Verpackungsinstitut e. V.). The network brings together more than 200 companies from all stages of the value creation chain, among them 50 well-known brand manufacturers. dvi is the behind a large number of initiatives. Among these are the German Packaging Award (Deutscher Verpackungspreis) as well as the German Packaging Congress (Deutscher Verpackungskongress), the Dresden Packaging Conference (Dresdner Verpackungstagung), the Packaging Academy (Verpackungsakademie) and PackVision.

"Marketing at the POS: Customer loyalty and visual communication" focus day
On Thursday, the overall theme of the viscom supporting programme is "Marketing at the POS: Customer loyalty and visual communication". It centres on the best possible use of visual communication at the POS – among other things through appropriate product packaging.

The 11.00 a.m. session "The future or customer loyalty", for instance, will be looking at possibilities to generate long-term customer loyalty to a particular company even in these times of high flexibility. In markets where the price and fast availability play a major role, brand loyalty is a minor consideration in the eyes of the customer. Product quality and company background can be accessed and discussed by anybody any time in the social networks. The session deals with the role of visual communication across all channels and the requirements arising in times of omni-channel marketing. Speakers will be Julia Hüller of Moonda International Business Consulting and Line Kerrad of Strategir GmbH. Examples of best practices will also be presented.

Packaging is the point of departure for looking at content, and the trigger for positive reinforcement or first doubts about the purchasing decision. In the "viscom unboxed - Out of the box experiences on the way to the object of desire" session from 12.30 to 1.30 p.m., participants will learn about the significance of packaging as a communication tool and the role it should be accorded in the marketing mix. The session starts with a keynote speech by Ute von Buch, publisher & editor-in-chief of creativ verpacken, to raise awareness of the capabilities of product packaging and what it can do. This will be followed by three designers (Stefan Zimmermann, Stefan Zimmermann Design; Carmen Lanske, Managing Director Paxx GmbH; Nadine Hartmann, Managing Director, khdesign GmbH) presenting their personal packaging success stories and the career of a packaging item from the briefing stage to the creative idea and the design process to the finished product.

Starting at 1.30 p.m., the FFI will deal with the topic of "Packaging: Technical innovations translated into marketing". The association will present novelties in the area of packaging design and innovative packaging solutions that have been realised by brand manufacturers and the packaging industry. QR codes, RFID technology, printed electronics and electronic ink are just some of the magic terms heard in the context of "value added packaging". The materials used nowadays for the production of folding boxes are not merely optimised for transport and ideally matched to packaging machines. Quite often, packaging also includes sophisticated barrier concepts or is equipped with all kinds of technology which can indicate that its content is an original product or allows for the tracking of the entire dispatch or manufacturing process via the "track and trace" function.

Packaging miracles at the viscom World of Inspiration
Another of the viscom highlights for all visitors interested in packaging is the world of inspiration, a 800m² special area with a particular focus on product packaging and displays as well as instore and object design. It showcases premium packaging, packaging trends, print technologies and materials highlights as well as new processes in packaging printing and finishing, new approaches in packaging design and packaging and display highlights.

On the "PrintStars" area, for instance, winning print products from the Deutscher Drucker Award presented by the publishing house of the same name will be on display. The use of new technologies in printing, finishing and further processing today allows for print products that would have been unthinkable only a few years ago. Eye-catching materials turn their look and feel into a real experience. Marketing and communication managers therefore have a significantly larger product range at their disposal.
www.viscom-messe.com

 
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