From November 2nd to the 4th, viscom SIGN in Frankfurt is centred on printing, sign-making, textiles and materials. Simultaneously, viscom POS, will be also taking place, presenting analogue and digital solutions as well as trends from the display, premium packaging, interior and digital marketing segments. Some 320 exhibitors and 11,000 visitors are expected to attend.
Explore advertising technology
Advertising technicians, print services providers, graphic designers, illuminated-advertising specialists, textile finishers, car wrappers, out-of-home advertisers, interior designers, exhibition-stand builders and shop-fitters will get a chance to participate in a variety of workshops and obtain valuable information on current market developments and upcoming trends at viscom SIGN. The trade fair will kick off with workshops, one of which will emphasize textile printing and finishing. There will also be a panel discussion, providing audience members with an opportunity to ask questions on the hottest topics in advertising technology. Issues to be explored include how to train properly, why car wrapping isn’t a distinct profession, what electrical connections advertising technicians are allowed to make, where and when advanced training makes sense, and what Master Technician school actually costs. And, of course, there will be the Corel and Adobe workshops, which in previous years, have always been highlights on the workshop agenda.
Multisensory messages
On the second day, the programme will shift to all things experienced in marketing and multisensory customer approach. And, ‘go visual’ will demonstrate how spaces are transformed into experiences, referring to current interior-design and digital-communication applications. The third day of the trade fair will be dedicated in part to the “Print Product Experience”. The aim here is to explain how advertising works, how human beings respond to multisensory messages and how companies can benefit from those dynamics. From spectacular eye-catchers to customised marketing scents: print products can be truly sensual. Visitors will find out how scent in marketing increases attention while enhancing recognition and how optically strong print productions draw customer attention. An outlook on future consumer-behaviour trends is on the agenda, as well. Changes in various parameters that influence the purchase decision will be explained here, along with a forecast of what the industry can expect in 2017 and 2018.
A full day of interior design
The lecture programme in the Speakers Corner is equally interesting for viscom SIGN visitors. On Friday, the last day of the trade fair, speakers will focus on interior design. One item on the agenda: “Everything you need. Digital printing revolutionising interior design.” The seminar will look at options for individualisation and themed spaces made possible by digital printing. The discussion is aimed in particular at illustrating how to implement touching concepts with foil printing. Other topics include contemporary individual textile printing solutions, plus substrates and digital printing technologies. Concrete large-format printing examples will also be presented.
Lunch & Learn programme
For the sixth time, Lunch & Learn seminars will be part of the daily viscom programme, where speakers will explore industry-relevant topics in lectures. The format promotes an active exchange of ideas between exhibitors and visitors by getting them to sit down together at the same table in order to discuss innovations, challenges and new product ideas, and it encourages attendees to “learn from each other”.
Celebrate 30th anniversary daily
To mark the 30th anniversary, viscom invites all visitors and exhibitors to a free reception featuring refreshing sparkling beverages. The Happy Hour will take place right at the trade fair, Hall 8 Stand D54, on Wednesday and Thursday from 4:30 pm and on Friday from 3:30 pm.
