Vive le Cross-média!

Vive le cross-média!

In June, Canon France hosted a cross-media seminar for its customers, aimed at increasing dialogue between print buyers, agencies and print providers. Held at L’Atelier Paris XVI, the event was attended by more than 30 representatives from communications agencies, corporate marketing departments and commercial printers.

Philippe Lazare, Marketing Manager, Professional Print Solutions, Canon France, led the seminar, which focused on:

  • how Print Service Providers (PSPs) can benefit from a project management service when implementing cross-media campaigns for clients
  • how to optimise the workflow from web-to-print through to personalisation
  • how to produce collateral for use in a cross-media campaign
  • and how a cross-media campaign is created, including the planning and deployment steps that are involved.

The promotion of the event itself provided a perfect example of a cross-media campaign – including personalised emails, PURLs (personalised URLs), printed invitations and text messages, and this was used as a the basis for discussions of how to execute a cross-media campaign.

A live Q&A session followed the formal presentations. This gave delegates the opportunity to ask questions about how to get started with offering cross-media campaigns and the support available from Canon and independent experts through the Essential Business Builder Program (EBBP). Finally, a networking lunch gave attendees the chance to discuss their experiences with industry peers.

The feedback following the event was extremely positive, with a third of delegates saying they now plan to start cross-media activity.

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