Signage show covers social media to location

Upcoming European Sign Expo event gears up to look at signage and the developing role it has to play in visual communications from every angle

European Sign Expo, the upcoming, dedicated signage event aims to provide a comprehensive demonstration of the latest developments in visual communication channels from conventional signage to digital signage and out-of-home media.

Co-located with Federation of European Screen Printers Associations (FESPA) event at London’s ExCeL from 25-27 June 2013, a centrepiece of the event is the wide-ranging, free education programme for users and designers of visual communication and digital signage installations. Topics covered will include social media convergence, design, content and considerations for end-users, retailers, resellers, as well as sign-makers looking to adopt digital-out-of-home (DooH) technology.

Content producers share insider knowledge

In the Screenmedia Theatre, the ‘Digital Sign Design’ sessions will look at examples of successful content development, with speakers such as BSkyB producer, Hugh Westbrook, who will consider the issue of re-purposing content originally produced for other platforms (such as television) as well as considerations for location. Increasing integration of screen media with mobile, social and online will be covered in-depth in the ‘Converging Channels’ theme. Elaine Cook, Europe, Middle East and Africa (EMEA) strategic marketing director for embedded retail at Intel, will highlight innovations such as digital signage linked to social media, web searches and leveraging big data. Daniel Parisien, BroadSign vice president of marketing and strategy, will explore how technology can marry all channels of digital media and weave them together as one consistent experience.

The ‘Signs, Spaces and Structures’ stream will explore digital screen technology within natural and built environments, where Damian Cox, chief executive of Wildstone, will present some recent digital outdoor projects such as The Chiswick Towers and how to develop a good fit with surroundings. Beaver Group will speak about digital signage contributing to the experience of an environment with case studies including BUPA and the Royal Institute of British Architects. A daily presentation on ‘Digital Signage Integration’ will feature speakers including Jeff Hastings, chief executive of BrightSign, answering some of the critical, best-practice questions for specifiers, users and suppliers of digital signage. Retail will be the focus of the devoted ‘Signs and Stores’ sessions, with Leif Liljebrunn, chief executive of Sweden’s ZetaDisplay who will discuss the challenges, results and metrics of digital signage in supermarkets and other stores.

Making the most of marketing campaigns

In addition to the Screenmedia Theatre, the dedicated Sign Forum will run free educational sessions on topics central to the sign industry. Visitors can also benefit from relevant content in the co-located FESPA 2013 (accessible with a European Sign Expo visitor pass): the Creative Corner, which explores themes, such as outdoor advertising and creative & brand day, will allow agencies and brands to explore how they can get the most from their campaigns. The programme includes high-level contributions from Coca-Cola, Unilever, Ogilvy, McCann NY, TBWA London and PricewaterhouseCoopers.

The event website,www.europeansignexpo.com, contains the full content programme, as well as a registration form for a free visitor pass (which will cost £55 on the day).