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Cartons in a new dimension
Cartons in a New Dimension
Under the title “Packaging in a Digital World,” the International Pro Carton Congress will perform a baseline study on the topic of packaging and digital media in Düsseldorf on 18 and 19 April 2012. With the aid of international examples, experts will show how successful marketing connects packaging with information and advertising. Registration is open immediately.
When Pro Carton decided to take on the subject of “Packaging in a Digital World” in the spring of 2011, mobile marketing via packaging was a term known only to a few specialists. Since then, it has appeared in the media at ever-smaller intervals and will likely become the hottest topic of 2012. An increasing number of print media contains QR (quick response) codes, and new efforts within the GS1 framework are further integrating barcodes into mobile marketing. Other technologies, such as EPC (Electronic Product Code) and NFC (Near Field Communication), are being announced.
Know-how for practice
In the digital environment, numerous new tasks are being accorded to packaging—production, marketing and design are required above all. Taking the practice of codes for smartphones as an example: Under which prerequisites can they by successfully adopted, what needs to be considered so that mobile marketing projects can be successfully implemented in the supply chain, and what should be avoided? Technological aspects are of lesser concern—these have meanwhile largely been clarified and corresponding standards are continuously further developed—than are questions of placement, graphic design and the overall communicative environment. Moreover, development offers tremendous opportunities in the area of forgery protection.
Packaging as a medium
One thing is certain: In a few years, codes on packaging will be widespread. Those companies that score and gain experience in this area will be able to retain their edge in the market for a long time. Development does not stand still. The role of packaging will change radically in an increasingly digital world. It will become more and more of a medium itself. So that it can realize this task, it is of decisive significance that its contribution in the media mix be measurable and comparable. The study “Packaging Effect: Cartons Role in Media Evaluations” will be presented by Pointlogic International Media Consultants in the course of the congress.
A further highlight of the congress will be the awarding of the 15th Pro Carton / ECMA Awards, with the special prize of the Pro Carton President, as well as the Pro Carton Design Awards, during the awards party on the evening of 18 April 2012. Accompanying the ceremony, the most innovative concepts of the winners and competition finalists will be on exhibit. Several supply chain companies have also announced that they will be exhibiting during the congress. Numerous opportunities to network with experts and partners on-site will be available at the congress.
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2012 INTERNATIONAL PRO CARTON CONGRESS
“Packaging in a Digital World”
with presentation of the 15th Pro Carton / ECMA Awards
18 and 19 April 2012, CCD Congress Center Düsseldorf