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Cross media communication combines the benefits of print and other digital media by utilising multiple channels and thus reaching a wider audience. Research has shown that the response rates originating from Cross media campaigns exceed those achieved with print or digital media alone (Infotrends Multi-Channel Communications Measurement and Benchmarking). It is not surprising that cross media has been one of the most deeply discussed topics at recent industry events such as drupa 2012, the world’s largest printing exhibition, or at the recent Cross Media 2012 show in London. For print and marketing service providers, in-house print managers and marketeers, cross media can open the door to a broader service portfolio, creating new revenue streams, driving print volumes and delivering more efficient and measurable ways of communication. Please click here to see and hear what industry experts think about the role of cross media
What does cross media really mean and how can it be used efficiently? Canon can provide the guidance and support you may need to create a strategic advantage for your business. The latest in our series of independently conducted market research – the Canon Insight Reports - revealed that media buyers are looking at their suppliers for guidance and advice about new technologies and best practice in the market place. It is our ambition to continually inform, inspire and build dialogue between marketing professionals, brand owners and the marketing service or print providers who work with them by showcasing best practice within marketing communications across multiple channels.
Please go to our Case Studies to find out how Canon is helping customers realise and implement cross media projects throughout Europe or watch our Interviews to see how industry experts perceive and value cross media in today’s communications landscape.
Canon cross media solutions in practice: Find out how Canon is helping customers realise and implement cross media projects throughout Europe.
Orion Rechtsschutz-Versicherung AG
From its head office in Basel in northwest Switzerland, legal expenses insurance company, Orion Rechtsschutz-Versicherung AG, offers independent legal protection via six country-wide locations.
To promote the newly launched legal protection package to their target audience, ORION PRO, the insurer chose to follow a cross-media approach suggested by Canon.
mapro AG
Just two years ago, mapro AG was on the brink of winding down its print operations. The company had its roots as the in-house print shop of Swiss industrial manufacturing giant Rieter Group. The function was outsourced in 1995 and mapro was established as an independent service provider. By autumn 2010, however, the economic downturn had impacted machine sales, in turn slashing demand for mapro’s traditional print products.
As a survival strategy, mapro chose to transform its business into a full service agency ‘for creation, animation and print’ – with the help of Canon.
Maya Vik
Maya Vik first achieved fame in Norway as the bass player of the Grammy award-winning pop band, Montée, which she co-founded in 2007. Since then, her individual celebrity status has continued on an upward trajectory and, through her modelling and work as a DJ, she has become one of Norway’s foremost music and fashion icons. So when Professional Photographer, Pål Laukli, and Creative Director Gary Swindell, were engaged in 2011 to help launch Maya Vik’s solo career with her debut album, Château Faux-Coupe, the pair knew that they had the opportunity to produce the multi-media launch event of the year. But they had to answer two questions first – how were they going to do that and who could help them achieve it?
RheinMail
Founded as an offset print business in the town of Boppard on the dramatic Rhine river gorge in 1959, RheinMail was an early pioneer in providing personalised direct mail services to its clients. In 2003, the company made the switch to digital with its first four-colour digital print systems. Five years later, in 2008, RheinMail became part of ORT Medienverbund, a strategic move that redefined the company as a cross-media communications service provider. The company’s tagline – ‘the service specialist for dialogue marketing and customer loyalty programmes’ – speaks volumes for that transition, and Managing Director Thilo Reichert freely admits that Canon’s digital print solutions played a major part in successfully deploying this strategy.
Novasolution
The Novasolution project was born in September 2008 out of a collaboration between Jean-Christophe Beauvais and Thierry Dethan, a specialist in digital data management, at a point when both of them were looking to diversify. 14 people now work for Novasolution in Caen, consisting of graphic designers, digital print specialists, project managers, clean room data hosting specialists and sales and marketing people. This young company can run the entire personalised document production chain – with the support of the cross media solution DirectSmile purchased from Canon.
Shown on this page is some feedback we gathered from recent industry events outlining what makes cross media and digital print such an attractive proposition for marketeers and print providers across Graphic Arts and In-House Print environments.
The manufacturer’s role in the cross media world – Cross Media 2012
Antony White explains why cross media is an area printers just cannot ignore.
Antony White, Solutions Group Product Marketing Manager, UK & Europe, Canon Europe Limited
Mobile Print Recognition – Cross Media 2012
Peter Lancaster showcases how print can be rendered interactive with a little help from Documobi’s Mobile Print Recognition technology.
Peter Lancaster, CEO and Co-Founder, Documobi Ltd.
Paper in a 360 degrees cross media view – drupa 2012
Dr. Axel Scheufelen talks about the role of print in the cross media communications mix and the importance of the printed paper for a complete communications experience.
Interview with Dr. Axel Scheufelen, Co-Founder, METAPAPER GmbH & Co. KG
Cross media keeps the print business alive – drupa 2012
Mark Lawn speaks about the opportunities cross media can create and the benefits for marketeers and print providers.
Interview with Mark Lawn, Professional Print Marketing Director, UK & Europe, Canon Europe Limited
Cross media campaigns – reaching consumers across print & digital media – drupa 2012
Nick Craig Waller provides a preview of the new Cross Media 2012 show in London.
Interview with Nick Craig Waller, Event Director at Informa Exhibitions, Organisers of Cross Media 2012 and IPEX 2014
The important role of cross media – drupa 2012
Kim Majetic talks about the importance of cross media for measurable success and higher response rates for marketing campaigns.
Interview with Kim Majetic, Marketing Director, Canon Germany
Canon Workflow Program
Antony White provides an overview of the Canon Workflow Program, which provides a range of software and professional services, including photo print and cross media, to help customers enhance their business performance and production processes.
Through this program, customers can develop new digital print services - growing print volumes, adding value and increasing versatility.
Antony White, Solutions Group Product Marketing Manager, UK & Europe, Canon Europe Limited
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