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The 17th edition of the Empack trade fair at Brussels Expo will take place on 3 and 4 October.
Brussels will be hosting the Empack packaging trade show on 3 and 4 October. Empack is a show dedicated to packaging professionals. The show is a unique opportunity to discover the latest innovations in packaging, marking and printing, creation and design, as well as recycling and services.
Empack will be held in Hall 11 of Brussels Expos. This will be its 17th edition. The show is a rare opportunity for professionals to meet and discuss the latest innovations, year after year.
A show dedicated to packaging
If you're wondering what the latest trends and innovations in packaging are, then Empack is the place for you. Karen Rammeloo, the show's marketing manager, describes Empack as "a complete innovation event". As such, the packaging exhibition focuses on current issues such as automation, environmentally-friendly packaging and sustainability. Empack also offers a comprehensive overview of the range of packaging products available. Trade visitors will be able to get a sneak preview of new products.
A meeting place for professionals
Over the two days of the show, more than 3,000 visitors come to see the 165 or so exhibitors. The Empack show is an exceptional opportunity for professionals to network, discover the latest trends and discuss key issues. The show is also a place where ideas can be generated and new projects built. It's also a place to make contacts for professional opportunities. The show is a source of inspiration, and a genuine launch pad, all in a pleasant, good-humoured setting.
What does Empack 2018 have to offer?
Empack is an exhibition of exchange. That's why visitors will be able to attend a wide range of conferences over the two days. Conferences organised by qualified professionals, partners of the event, such as Fevia, Flanders' Food, Pack4Food, FSC & CxO Europe.
Various themes will be addressed, such as the automation of packaging lines. To mark the occasion, a special area will be set up at the show, with its own space for discussions, activities and speeches. The theme of Recycling will also be addressed, an important and topical issue for packaging companies.
Professionals will be able to discover the Food Plaza. A zone bringing together exhibitors from the food sector. A much-awaited meeting point. Also worth discovering is the Co-packers Corner. An area dedicated to adapted work companies active in the packaging sector.
Empack in conjunction with the Logistics & Distribution exhibition
In parallel with Empack, the Logistics & Distribution exhibition will be taking place in Hall 7 at Brussels Expo. An event dedicated to warehousing, internal logistics and distribution.
A synergy between two complementary events, which considerably increases the visibility of both. In fact, the total audience for these combined events is over 6,000 professionals.
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Don't miss: Print-In-Progress 2018
The second Print-In-Progress trade fair will be held on 10 and 11 October at Porte de la Vilette in Paris. Against a backdrop of constant change in the advertising industry, Print-In-Progress is a meeting place for professionals working in the sector.
The aim is to decipher innovations and adapt them to the challenges of contemporary communications. Brands, creative professionals and industries will find ways to stand out from the crowd by innovating in their respective sectors.
Discovering the latest innovations
The Print-In-Progress show is an opportunity to discover the latest innovations in print. These innovations are available in a variety of sectors for very specific needs.
Communication
At this show, communication will be one of the sectors in the spotlight. Particularly in the case of events. Graphic design and design for marketing purposes will be discussed, with a view to sharing the latest advances in the field.
Packaging
The trend in packaging is towards the connected. Or how to offer a more privileged relationship between a brand and its consumers. The Print-In-Progress show will feature a host of demonstrations and debates.
Retail
In retail, nothing is ever left to chance. Shopfitting and point-of-sale advertising require constant innovation.
Decoration
Decoration techniques are evolving. Digital printing on rigid substrates is opening up new horizons for the decorating profession.
Keynotes on the programme
With 60 speakers and 80 exhibitors, Print-In-Progress 2018 will be an opportunity to present the innovative projects of the year. The main players and designers will be taking it in turns to explain the concepts behind their creations.
The aim of the show is to support the various professionals present through conferences and presentations. With a cross-disciplinary programme, Print-In-Progress 2018 will feature exhibitors from the leading brands and experts in the print sector.
Themed hubs
Divided into four sectors, each representing a different world, the hubs will provide an opportunity to gauge the development of strategic markets. These are the key sectors of packaging, decoration, retail and communication.
These hubs enable visitors to gauge the key issues at stake in each of these sectors. With recognised speakers, visitors can be sure of benefiting from the opinions of informed observers.
Key objectives
This second edition of the Print-In-Progress show has a number of objectives. The first is to consolidate the event's position in terms of brand innovation.
Secondly, the show aims to educate the printers attending and support them in their transformation. This second phase will be based on feedback from end-users of the new printing processes.
Innovation through personalisation
Digital, sign and print are key issues that need to be mastered in the retail sector. In a context where physical and digital have to coexist, it is important to improve the in-store customer experience.
To this end, a number of innovations are emerging. Various technical solutions are being adopted by brands to convert theuser experience on the internet into a customer experience in-store. These must both be pleasant for the customer. Personalisation, via connected packaging for example, offers a new marketing perspective.
How to take part in Print-In-Progress 2018?
Print-In-Progress is an invitation-only event. To take part, nothing could be simpler. Go to this page, follow the instructions and print your access badge.
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Printed advertising, the essential communication tool
Print advertising plays an essential role in corporate communications and marketing campaigns. It's worth noting that French people's attitude to advertising varies according to the medium used.
In fact, 36% of Internet users in France have downloaded an ad blocker. And yet at the same time, only 17.3% of residents have displayed a "Stop Pub" sticker on their letterbox. These Balmétrie 2017 figures clearly show the impact of print on consumers.
Paper advertising continues to rise
The majority of major advertisers favour this means of communication. Print has many advantages that make it a tool of choice for communicators. For example, letterbox advertising is an essential part of an effective multi-channel strategy.
Balmétrie figures show that over 6 million consumers in France are interested in leaflets. These fans of paper communication are both confirmed Internet users and avid readers of the press. They may even be radio listeners or TV viewers. As a result, many of them log on to the website of the brand mentioned after receiving a leaflet.
Printed advertising can therefore be used as a lever for a multi-channel marketing strategy. This applies equally to the DIY, cosmetics, supermarket, mail order and distance selling sectors. This appeal tool then enables consumers to visit the advertiser's other communication media.
What are the advantages of print communication?
Print communication is a highly effective tool. Print advertising (direct or indirect) has a number of advantages that make it your main ally.
Attractive price/performance ratio with leaflets
The low cost of print offers a very attractive return on investment. This is because :
- 26% of print recipients remember the communication campaign.
- 34% of people who have seen the leaflet consider taking action as a result.
A targeted, high-impact tool for personalised mail
Personalised mail includes the prospect's name and address. It offers a more direct and intimate relationship between the brand and the consumer. It is this stronger link that has an impact on the reader.
- 63% of recipients of personalised mail remember it.
- 45% of them intend to take action following receipt of this personalised mail.
Why should your company incorporate print into its communications?
Print means visual identity. These are the distinctive visible signs that identify your brand. To ensure that your brand is remembered by potential customers, you need the right graphic identity. This reveals your company's identity through its logo, colours, slogan, typography and much more.
The resurgence of Adblockers and the near-systematic rejection of promotional emails in spam emails means that you need to rethink your communications. Paper is becoming an essential part of any campaign. Getting the word out about your activities will be through this communication channel.
To do this, you need a quality medium. You'll need a printer who can guide you through the entire process.
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New market opportunities thanks to digital printing on rigid substrates
Advances in digital printing are opening up new horizons for print. This is true of printing on rigid substrates, which is one of the most striking innovations of the moment.
There are many areas of application in both the decoration and urban signage sectors.
The principle of printing on rigid substrates
Marketing and communications are constantly looking for innovative solutions. Printing on rigid substrates is one of them. It will be one of the key themes at Print in Progress 2018, to be held in Paris on 10 and 11 October.
HP will be presenting its HP Latex R2000 printer, dedicated to the concept. This new range of HP printers is designed to meet the need to "preserve the gloss and appearance of the media to which they are applied". The aim is to offer printing tools capable of enhancing a space or object, while using odourless, environmentally-friendly inks.
A printing technique with many applications
Designed to push back the boundaries of print, printing on rigid substrates opens up a wide range of applications.
Interior decoration
Among these new applications, interior design is undoubtedly set to undergo the biggest upheaval. Printable linoleum, for example, offers a wide range of decorative solutions. This printing technique can be applied to floors, walls, wallpaper and textile prints.
Showroom decoration
On the same principle as interior decoration, showroom decoration can benefit from increased customisation. The same applies to shop decorations, where shades can be adapted to suit events.
Exterior cladding
Another area of application forprinting on rigid substrates is exterior signage. This solution offers great flexibility, which is not the case with screen printing.
On a different note,advertising displays are another application for rigid support printing. This makes it possible, for example, to cover glazing with adhesive film. This opens up a whole new range of possibilities for printers.
Conquering the consumer market
Interior cladding is therefore one of the targets for printing on rigid substrates. For the moment, this represents a market niche that is set to expand. The aim is to make interior design accessible to everyone through print.
Some have been quick to put the concept into practice. This is the case of Art Home, which offers wall coverings on its online shop. The website allows you to order wall coverings on a range of materials and in a variety of sizes, featuring the image of your choice. This diversified offering is made possible by HP solutions.
Rigid printing technology opens the way to new applications. Decoration, retail, public display, vehicle wrapping and window lettering are just some of the applications that can be carried out more efficiently.
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The digital advertising market grew strongly in the first half of 2018
The French digital advertising market is on a roll. Indeed, the Syndicat des Régies Internet (SRI) has presented the results of the 20th edition of its Observatoire de l'e-pub. This benchmark study sheds light on the digital advertising market and its environment, analysing revenue trends by format, media buying method, device, etc. The study is carried out by the SRI, in partnership with UDECAM and PWC.
No fewer than 26 players in the digital advertising market were surveyed for this study, including TF1 Publicité, Publicis Média, Dentsu Aegis Network and So Local Group.
An increase of 15.5% compared with 2017
The study organised by the SRI, UDECAM and PWC highlighted a 15.5% increase in sales in the French digital advertising market compared with the first half of 2017. In the first half of 2018, the French digital advertising market generated sales of €2,264m.
Digital advertising has been growing steadily since 2015. In fact, in the first half of 2015, it represented €1.557M. In the first half of 2017, €1.91M, and finally €2.264M in the first half of 2018.
This increase can be explained by the rise in advertising investment by companies in digital, to the detriment of press communication. Investment in digital advertising rose by 4.7 percentage points between the first half of 2017 and the first half of 2018, from 34.5% to 39.2%.
Social display and search are also driving growth in the overall digital market. Social display accounts for almost 20% of the digital advertising market and grew by 61.8% between the first half of 2017 and the first half of 2018 (from €288 billion to €467 billion). Search accounts for 47% of the market, and grew from €994 million to €1.078 billion between 2017 and 2018, an increase of 8.5%. The growth of mobile is contributing to the growth of the mobile search market. Mobile search is now worth €540 million.
Display is also making good progress, surfing on social networks. It rose by 29.9% in France between the first half of 2017 and the first half of 2018. Classic display accounts for 50% of display advertising.
Digital, a major player in the advertising market
Digital is a major player in the French advertising market, accounting for almost 40% of the advertising market, ahead of television (27.4%). Video plays a key role, with growth of 45.2% in display advertising. It is helping to drive the digital market.
Today, digital accounts for 39.2% of media advertising investment. It represented 34.5% in the first half of 2017. According to Médiamétrie, 76% of site visits are made via mobile.
A fast-growing digital advertising market that is constantly evolving, surfing on new trends and innovations.
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An effective communications strategy for a lasting reputation
In order to stand out in a highly competitive landscape, it is essentialfor companies to capitalise on their communications. At a time when digital is all the rage, it is essential that it forms part of a more global communications strategy. Different communication strategies can be applied. From company founders to the directors of established businesses, everyone needs to adapt their strategy to ensure that it has the greatest possible impact.
A communication strategy defined in advance
A well-prepared communications strategy is a driver of effectiveness. It must be tailored to the company and its imperatives. Implementing this strategy is the responsibility of the head of the company, supported by his communications and/or marketing managers. The main lines of communication are defined in advance, with partners, customers and employees. The messages and actions then form part of this overall plan, giving the company a real identity, and thus the first steps on the road to brand awareness.
What are the objectives of a communications strategy?
Whatever the focus defined by the company, the aim of a communication strategy is to raise awareness of the company and convey its values to its target audience. Once the brand is known, the image can then be refined and developed. The idea is to generate new customers and trigger the act of buying.
This has a direct impact on sales.
It is also important to involve all the company's employees in the strategy. Well-regarded and integrated employees are more effective because they are more motivated.
Digital, the key to a successful communications strategy
It's hard to ignore digital these days. Digital technology plays a key role in our daily lives. So it's up to companies to keep up with the trend and make digital part of their strategy. E-reputation is also an essential element for today's businesses. A company's credibility depends on its digital reputation. Consumers are used to shopping and using online services.
A good website and e-reputation monitoring are therefore essential elements of a good strategy.
Packaging, a vector for brand awareness
Packaging is the first image sent back to the consumer. Packaging is designed to encourage the act of buying. Its design must therefore be particularly meticulous.
Complementary media
To optimise your communication strategy, it's important to focus on complementarity. In other words, combine conventional and digital methods. In this way, advertising can be used on both paper and digital media.
Conclusion on a successful strategy
There is no such thing as a good or bad strategy. Each strategy will depend on the company, its history and the values it wants to convey. You need to ask yourself the right questions about the target audience, its objectives, the content, the frequency of communication and, of course, define a budget.
There are, of course, experts in the field, and it can be a good idea to call on them.
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Cannes Lions 2018: the other film festival
Every year, the international festival of creativity known as Cannes Lions takes place in Cannes. Nearly 20,000 advertising works arrive from all corners of the globe to be judged by the international jury. Some 9,000 advertising professionals from all over the world take advantage of this opportunity to exchange ideas.
At Cannes Lions 2018, a large number of advertising films, communication posters, campaign titles, corporate marketing tools and many others were in the running. The aim was to win the jury's favour.
On the programme for this communication festival
Cannes Lions is not just an awards festival. A wide range of themes were raised at this meeting of creative communications. Here are just a few of them.
How can brands improve their marketing and creativity to grow?
To answer this question, which is more of an observation, we looked at 4 major advertising companies. P & G, L'Oréal, Store No. 8 and Samsung.
What emerges from the various responses is that it is above all a question of transformation. How do you transform a customer relationship, how do you transform the marketing tools at your disposal, how do you transform creativity by raising the bar? And let's not forget the technological transformation needed to make everyday life better for consumers.
Voice assistants at the heart of advertising
The arrival of voice assistants on the market, and Amazon'sAlexa in particular, has reshuffled the advertising deck. There is now talk of looking at marketing through the prism of voice. Predictions point to a clear increase in voice searches by 2020. Brands now need to incorporate this parameter into their marketing strategies.
Creativity at the service of customer relations
This theme of Cannes Lion 2018 was illustrated by the methods used by Apple to improve the customer experience in its stores. By getting ever closer to the customer.
With furniture retailer IKEA, it was a question of understanding how a kit furniture giant has managed to become a formidable platform for delivering personalised marketing content.
In all these cases, creativity is at the heart of the marketing strategy. Innovation enables us to constantly improve the consumer experience, and therefore the customer relationship.
Award-winning French agencies
A number of French agencies won awards at this year's advertising festival. The French advertising agency with the most points was Marcel, a Publicis subsidiary set up in 2010. The creative agency won 14 awards, including 4 gold, 7 silver and 3 bronze, for a total of 118 points.
In second place among French advertising creatives was BETC, an agency founded in Paris in 1995. It won 15 Lions for a total of 85 points.
Further down the list was DDB Paris with 8 Lions for 32 points. Next came TBWA\Paris with 27 points and 5 Lions, and Herezie with 2 Lions.
Top French advertising campaigns
At the top of the list of French advertising campaigns was Carrefour's Black Supermarket, produced by the Marcel agency.
Next up was the Save Our Species environmental campaign run by Lacoste, via the BETC Paris agency.
The #Sharethelove anti-HIV campaign by AIDES came third in the French advertising rankings. The campaign was developed in collaboration with TBWA Paris.
DDB Paris signed The Gallery of Emerging Species for the children's games brand Play-Doh.
And in 5th place, the Body can't wait campaign for Handicap International, signed by Herezie.
See the Grand Prizes at Cannes Lions 2018
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These print trends for an effective marketing campaign
Digital transformation has taken hold of all sectors of activity, and marketing is no exception. While it is true that communication campaigns are increasingly being conducted via the web, print can nonetheless boast a wealth of innovations. It's a medium that offers limitless scope for creativity.
Here are a few print trends that will give your marketing campaigns a boost.
Olfactory print
Olfactory marketing involves incorporating a scent into a product or medium for commercial purposes. The aim here is to offer an enriched user experience, and to arouse the customer's senses. Advertising is often limited to the senses of sight and hearing.
To stand out from the crowd, the Harry's brand, famous for its sandwiches, launched an olfactory campaign in Paris stations. As well as the poster showing a little girl asleep on her slice of toast, the smell of warm bread was diffused around the stations. This aroused the appetite of those who inhaled it. The idea of this campaign was to use the smell to play on emotions.
Saatchi & Saatchi in Los Angeles and Structural Graphics also used smell to create a billboard advertisement. The print invited people to smell the leather dashboard of the new Toyota Camry, to mark its launch.
Interactive print
What is interactive print? Interactive print is simply a classic poster with a little something extra to interact with the user. For example, it's a poster with an integrated tactile surface that lets you play notes.
This is the case with the Drum Poster, which lets you play the drums by touching the paper surface. To operate, tactile sensors are printed on the back of the paper, using an electrically conductive ink. On the front, the instrument graphics are printed. What's more, there's hardly any need to connect the Drum Poster to an audio system... the paper itself acts as the loudspeaker.
In the same vein, Ikea recently launched a print campaign based on an interactive advertising poster. As the poster's slogan puts it, "Pee on this ad may change your life"... as you'll have gathered, this print is also a pregnancy test. It's a playful way of offering a product to its key segment, in this case, women. The advertising poster depicts a cot. The billboard advertising sector certainly hasn't said its last word.
Connected paper
Connected paper is all about interaction between the company or brand and the consumer. This technology has many advantages and offers new prospects for the printing industry. Connected paper generally incorporates an NFC chip which, when in contact with the phone, can generate content directly on the user's screen. This content can be a video, a gift code or even rich content. The applications are numerous.
The German car manufacturer Audi used it as part of an advertising campaign. Using augmented reality, the poster invited users to take control of its new model.
Of course, we mustn't forget creativity. When print invitesinteraction, imagination and humour, it is always an effective weapon in a marketing or communications campaign.
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Three editions of the Assises des métiers de l'imprimerie conclude on a positive note
The latest edition of the Assises des métiers de l'imprimerie came to a close on 28 November. The event brings to a close two years of work focused on the development of professions in the graphic arts industry.It is a result that has been eagerly awaited by professionals in the sector, who have invested a great deal of time and effort during these editions of the Assises des métiers de l'imprimerie.
The final session of the conference took place on 27 and 28 November in Montreuil-sous-bois, near Paris.
This latest edition was organised by the Fédération des travailleurs des industries du livre, du papier et de la communication (FILPAC-CGT). FILPAC-CGT is a trade federation that brings together unions from the printing and publishing, press, paper and communications industries. The event took place as part of a project co-financed by the European Social Fund.
Graphic industries, sectors with a future
Les assises des métiers de l'imprimerie is an edifying report on the profession. The first edition took place on 7 December 2016. Before coming to a close on 27 and 28 November 2017, another edition was held on 18 May 2017. Through these three editions, the purpose of the Fédération des travailleurs des industries du livre, du papier et de la communication is "to anticipate the major structural and technological changes underway to better secure employment for all by working upstream on a genuine sectoral GPEC (Gestion Prévisionnelle des Emplois et des Compétences)".
This conference on the printing industry focused on three major themes. Firstly, an overview of the state of the graphic arts industry in France, based on 2014-2017 figures. Secondly, a report on the book industry in France (again based on 2014-2017 figures). And finally, thoughts and recommendations for the future of the printing industry.
A look back at three editions of the Assises des métiers de l'imprimerie
- First edition - Taking stock of the graphic arts industry in France
This first edition took place on 7 December 2016, in Montreuil. The event was structured around four round tables. Firstly, "Knowing the present to prepare for the future". An essential theme for grasping current trends, business strategies and preparing for the future. The second part was devoted to digital technologies and their impact on publishing. The third round table was devoted to training and the recognition of qualifications as a springboard for employment. Finally, the 4th part was devoted to ways of influencing corporate strategies to give real prospects to print.
This first edition also brought together employees from major French printing plants.
- Second edition - Book industry conference
This event, devoted to the book trade, took place on 18 May 2017. It focused on various themes. Firstly, the place of books in society. Next, an overview of the book industry in its economic and social context. Next, a presentation on the proliferation of reading media. Finally, an essay on the new regulations to be imposed on books and reading in society and around the world.
- Third edition - Reflections and recommendations for the future of the printing industry
This latest edition took place on 27 and 28 November.
Once again, the two-day event was organised around 4 round tables. First of all, working conditions, followed by the ordinances planned for the industry. And finally, working conditions and trade union training.
It was clear from the discussions that most of the projects involve the printing sector, making it a key element that cannot be ignored.
Download the full report on the conference on the printing professions
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Printers facing a drop in production
As it does every quarter, the Institut de Développement et d'Expertise du Plurimédia (IDEP) provides us with a quantitative map of the state of health of the printing industry. This is an opportunity to present the evolution of the sector and the challenges facing printers.
2017 saw a decline in print production across all sectors. The details of this mapping confirm a trend that has been underway for some years now.
Some global indicators
There was an overall drop of 2.4% in print production in 2017 compared with 2016. While this trend was not widespread throughout the year, it should be noted that the presidential elections in May 2017 and the subsequent legislative elections helped to stabilise a decline that could have been more severe.
By way of illustration, while in February 2017, the printing sector suffered a dizzying 7% fall in production, it recorded an increase of around 3% in May. Only to fall by a further 5% in September.
The sector bearing the brunt of this decline is printed advertising (addressed and unaddressed). Declines of 5% and 4.1% respectively were recorded for 2017.
If production is falling, this is also being felt in invoicing figures, which are down by 2% over the year.
Fears for printers
This continuing decline is a source of growing concern for printers. The barometer compiled by IDEP points first and foremost to fears about the order book. As many as 53% of the printers questioned expressed fears about this figure.
This is followed by concerns about cash flow, particularly given that this is a major reason why some businesses are closing.
Changes in sales prices, fears of an increase in the purchase price of raw materials, difficulties in recruiting new staff, and doubts about the company's short-term survival complete the list. It is true that the rapid digitisation of society justifies doubts about the last concern.
What about the market for out-of-home printed advertising?
As far as foreign trade is concerned, it has to be said that France imports printed advertising material on a massive scale. France imports more than 7 times as much as it exports.
Although imports fell by 3% across all markets, France still imported 137,661 tonnes of advertising printed matter in 2017. This represents an increase of 6% on the previous year. The main countries exporting advertising printed matter to the French market are Germany and Spain.
As far as exports are concerned, the picture is very different. Exports of printed advertising materials are down by 17% compared to 2016. All markets combined, however, exports are showing the opposite trend, with an increase of 3%.
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