GRAPH EXPO 2012 is alive with leading-edge interactive print examples that propel ink-on-paper messages to compelling mobile and Web content. From QR code applications to cloud-based content repositories to augmented reality, this year’s showing of multi-media communications highlights the way a well-executed brochure, publication, or billboard connects presence and permanence to online and social media applications. It is a world where print, mixed with a little pixel dust, helps launch great marketing ideas into flight.
The first-ever PODi Cross-Media Application Gallery in Booth 1269 celebrates some of the best in interactive and multimedia direct marketing. The 2,400 sq.ft. gallery highlights the world’s largest production digital printing case study library.
Staffers from PODi’s parent organization, marketing consultancy Caslon, are onsite at the gallery, answering questions and sharing information about new initiatives. PODi will also highlight effective cross-media strategies for the non-profit sector today during a 3:00 pm presentation in the GRAPH EXPO Marketing Theater (Booth 1274).
The Marketing Theater is host to a robust series of free sessions throughout the show highlighting multimedia opportunities for PSPs. Today at 2:00 pm, John Foley, Jr. of InterlinkONE and Grow Socially will present a session on “Social Media for the Printing Industry.” And tomorrow at 2:00 pm, InterlinkONE’s Jason Pinto will give additional detail on the latest in digital marketing in a presentation titled “The Cloud and Mobile Demystified” in Booth 1071.
“There is no doubt in my mind that QR codes are still one of the most effective ways to make print interactive,” said Foley.
The main GRAPH EXPO conference program features Dr. John Leininger of the Clemson University Department of Graphic Communications presenting “QR Codes I.Q.: A Practical, Tactical Approach” on Oct. 9 from 8:30-10:30 am in room S403a. His session will help PSPs discover practical marketing applications with 12 ways to use QR codes in marketing campaigns.
“Many links do a poor job of enhancing the marketing message,” according to Leininger. “Learning when and how to best use a QR code isn’t rocket science, but it is a bit more difficult than just converting a URL to a QR code with a QR code generator.”
Another GRAPH EXPO seminar presenter, Printing Industries of America’s Joe Marin Sr., leads the second half of his two-part “Print Unleashed!” seminar this afternoon in room S404a. The program is a hands-on instructional session to get graphic communications professionals immersed in the tools that effectively link print to dynamic content on the Web. Today’s session, which will take place from 2:00 - 5:00 pm, will highlight QR code creation and customization, mobile-optimized websites, search engine optimization, and building engaging augmented reality offerings.
Multi-media’s MUST SEE ’EMS technologies
Several new cross media/interactive print technologies on display at GRAPH EXPO have earned recognition as MUST SEE ’EMS award winners. In Booth 2600 attendees can see why Ricoh earned a MUST SEE ’EMS nod for its Clickable Paper augmented reality application. Clickable Paper is a new, cross-media service that enables consumers to receive online content on their smartphones without using a QR code.
Originally shown at drupa earlier this year, Clickable Paper features can be added to printed documents without requiring any editing or reformatting. Users can scan any type of document content, including text, to trigger online content. Dedicated, online information can be linked to multiple areas within a single document.
Another MUST SEE ’EMS winner, Circle from Xerox subsidiary XMPie (Booth 1200), is a cloud-based, digital storyboard used to help visualize and plan individualized multimedia campaigns. The product helps PSPs and agencies manage many stages in campaign development, from conceptualization and mock-up to preview and deployment so they can collaboratively sketch, view, plan, build, and discuss their 1:1 multi-channel implementations.