VISCOM Italia 2009

Viscom Italia 2009

The largest European fair Viscom Italia 2009, the largest European visual communication fair, opens up its doors in a "one stop" exhibition venue to illustrate a dynamic world of technology and content in constant evolution, aimed at reaching the right customer with the right message in the right place at the right time. A concrete solution ready and waiting in answer to economic recovery. Organisational work and some big innovations are already underway in preparation for the 21st international Exhibition and Convention for Visual Communication and Event Support Services which will be held between the 5th and 7th of November at the Milan Exhibition Centre at Rho. Even at a time when the economic situation is undergoing a difficult period, to date, Viscom Italia 2009 has already stated that 60% of their suppliers have reconfirmed their bookings for their annual rendezvous to acquire new products and to learn about the impact that the latest marketing technologies and strategies have on world markets. More than 600 international suppliers representing the entire visual communication pipeline participated at the previous show that covered an expo surface of 40,000 square metres; 21,000 visitors from 74 different countries came to view and buy new products. Brigitte Hunt, the Exhibition Director stated: "Viscom Italia is the ideal venue to do business; 38% of our visitors placed orders during the fair and 67% made orders during the following 6 months. These figures confirm that even at a time when Internet makes it extremely easy to obtain information, that "face to face" interaction is still essential for reaching an agreement and closing a contract". As in previous years, the rendezvous with Viscom Italia 2009 is proving to be an essential element for operators in the communications sector since it is the opportunity to understand how the traditional means used in visual communication industries: Large format digital printing, - Sign making - Bill boards - Neon P.O.P. - Digital Signage - Communication - Screen printing for Point of purchase articles - Pad printing - embroidered advertising- Advertising clothing - Engraving - Sports trophy and event support services - compare with the marketing strategy and technology innovations on show this year: Digital Signage by Viscom. A new expo area will be dedicated to Digital Signage, a new technology for visual communication; this system is no longer static but can be made increasingly more customised to reach the end customer with dynamic and contextual communication at the moment of purchase. Brigitte Hunt is convinced: "Digital Signage is already widely used in other European countries and in America. Italy and Viscom must not miss the boat. We already approached this topic in 2008. We dedicated a space to this sector with the conference: "How digital signage can change marketing strategies in Italian business". During the conference Professor Giuliano Noci from Politecnico University of Milan School of Management, and David Williamson, President of the Visual Information Group LLC, USA, spoke about the research figures concerning digital signage, the first dedicated to Italian markets, which we commissioned from Politecnico. Figures showed that the new era of digital ommunication has arrived, and as usual, we are right up at the forefront as well". Digital Signage is a new form of visual communication, innovative and dynamic, based exclusively on last generation technology. Advertising Out of Home, Sales point advertising, institutional communication and information: digital communication involves everybody with instruments such as interactive advertising displays, videoposters, electronic screens, video projectors and mobile devices, interactive kiosks, and many other systems. These technologies are able to integrate traditional means, and will demand an effort on the part of business companies to understand the opportunities that are opening in a market where the consumer wants to receive the right message at the right time. Digital Signage by Viscom will form a special exhibition space that will permit all those in this sector to present their offer with live demonstrations and to assess the success levels of each case, since this is the best method to demonstrate to the vast Viscom public how this new medium is used. This will represent an authentic combat arena for comparison between offer and demand, to provoke ideas, create business, and to understand just how far this sector has already come.