Monday, 4 June 2012

Print World unveils new marketing program focusing on print verticals

3 June 2012
Print World unveils new marketing program focusing on print verticals
TORONTO—Print World unveils this week a new marketing strategy for the 2012 show in Toronto this Nov. 17-19, with its unique Special Market Focus program that takes maximum advantage of all that Print World has to offer both visitors and exhibitors.
Because the “world of print” encompasses not only the commercial printing industry, but many more sectors with specialized needs, the new strategy is built around Special Market Focus websites and related print, email, and social media target marketing campaigns.
In addition to the main Print World website and the existing Design City website for graphic designers (Design City takes place within Print World), four new sites have been launched:
Sign World, one of four special market focus websites as part of the new Print World marketing program
Each site highlights Print World features and exhibitors relevant to the market focus. For example, Canada Post is exhibiting for the first time at Print World 2012, and will also be featured on Postal World and Publishing World. PDS Pressdown, which markets digital, four-colour envelope printers, will be highlighted on Print World and Postal World.
“For exhibitors, this adds tremendous value to their participation at Print World, without costing a penny more,” says show manager Alexander (Sandy) Donald. “We have the databases, list partners, and digital and marketing wherewithal to create targeted campaigns most relevant to each sector.”
“The shoe dropped for me at the last Print World when some of my friends in the publishing industry attended for the show for the first time,” adds associate show manager Doug Bennet. “They said to me, ‘This is a fantastic show.’ Exhibitors have so much to offer across the verticals, we just wanted a better way to highlight that.”
Research conducted by show producer North Island Graphics Media (which also publishes PrintCan.com and Graphic Monthly Canada) revealed that many sectors of the economy have a vested interest in the print process, even if they are not in the print industry. For example, frame shops, photo shops, museums, retailers, and hospitals all have a stake in the print process, with much to learn—and purchase—at Print World.
“Graphic arts shows tend to focus on the traditional graphic arts industry. That’s important and the core, but we know that there’s more business happening beyond the traditional industry,” says Donald.
“Fortunately, we have the resources and new tools to reach out beyond the traditional industry, and present the show in a way that’s relevant to these other players. It’s all about making it relevant. A sign shop cares about wide-format but probably not envelope printing, while envelope printers probably want to know about Canada Post’s Print Partner Programs, and so on.”
The market focus program actually began at the last Print World, with targeted print ad campaigns at non-traditional sectors. That brought newcomers to the show, and sales were made to frame shops and museums, for example.
To learn more about the Special Market Focus program and other benefits for exhibitors at Print World—including the “Beyond the Booth” and “E-Invitation” programs, contact:
Alexander (Sandy) Donald
Show Manager
905-625-7070 ext. 230
s.donald@northisland.ca

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