Canon to demonstrate power of print at Cross Media 2012

Canon is set to demonstrate the value of print and the power of cross media communications at the inaugural Cross Media 2012 exhibition taking place at London’s Business Design Centre on 3rd and 4th September.  The company will be on stands 158 and 222.

Visitors to the Canon stand will be able to experience first-hand the breadth of Canon’s solutions portfolio for cross media applications. From image capture through to output, the technology in the portfolio makes it possible for digital print to become an integral element of any marketing campaign.

Mobile Print Recognition (MPR) from Documobi is one of the solutions that will be demonstrated on the Canon stand. MPR can make any image or print interactive â€" whatever the substrate, size or location â€" without any need for QR codes, tags, dots or marks of any kind. Smartphone and tablet users can download and install the free Reader app, scan a piece of print that has been made interactive via MPR, and are automatically taken to a static or personalised web page.

Alongside MPR, Canon will also be demonstrating the latest version of DirectSmile Cross Media Suite and Taopix Portfolio photo print software. An interactive visitor experience will show how the power and versatility of DirectSmile and MPR together can create an integrated campaign that defines the user’s experience based on the time, their location and their previous activity when they scan an image. Marketeers and brand owners are then also able to capture valuable additional information about the recipient and their responses to the campaign, helping to drive return-on-investment and shape future campaigns.

Visitors to the Canon stand will be encouraged by inspiring success stories and case studies from Canon customers who have run innovative cross-media campaigns with measurable commercial benefits. In addition, those visitors who want advice on their specific communications challenges will be able to discuss the opportunities offered by cross media with independent experts in cross media marketing, web-to-print and related strategic business development.

At the Print and Innovation Theatre on 3 September, Mark Lawn, UK and European Marketing Director, Canon Europe will be sharing insights from The Bigger Picture: Your customers’ view of the value of print - independent research conducted this year into the customer’s view on the value of print and the role of digital print within a multi-channel communications mix. In addition to discussing the research findings, Lawn will also explore how it is possible to get more out of integrated marketing campaigns.

Mark Lawn comments, “Research shows that the effectiveness of campaigns is increased when multiple communication channels are used. For instance, a campaign that incorporates print, email, web and mobile could be expected to have a response rate 34% higher than a print-only campaign because they more actively engage customers. When photos and personalised print, both enabled by digital printing technologies, are linked to social and web-based content, you are able to add a whole new dimension to multi-channel and cross-media communications.”

“In research that was commissioned by Canon, responses showed that 94% of cross-media campaigns currently feature print as an integral element. If this print is targeted, personalised and interactive, just think what new market opportunities can now be realised and converted into profitable revenue streams.”

More information about Canon’s presence at Cross Media 2012 is available at http://www.canon-europe.com/for_work/crossmedia/.