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Cameron Worth, founder and director of Internet of Things agency, SharpEnd will discuss IoT-enabled creativity at Packaging Innovations London 2017. Here, he outlines the brand potential for a smarter, more connected world.
There is an enduring mystique around the concept of the Internet of Things (IoT), which needs to be explored and broken down so that brands, creatives and marketers better understand its potential and possibilities.
Take the idea of, what we call Smart Spaces for example - activating the space around the product to deliver intelligent services and experiences. This could be applied to the home, retail stores, bars, hotels, nightclubs, or any space where products are consumed or engaged with.
Too many people still see the IoT as the connected fridge that re-orders the milk or the talking washing machine that recognises a red sock in a whites wash.
However, if Smart Spaces are properly integrated into a brand’s strategy, they can enhance brand interactions and garner valuable information, whether that be about consumer buying habits, or the way people navigate a store or environment.
Both Smart Packaging (turning physical products into digital touch-points) and these Smart Space environments can be used to offer creative, personalised content based on location, actions, dwell time or other factors.
Content can take the form of offers, fun facts, a chance to win or something as simple as an alert to tell drinkers in a bar that the barman has finished making their cocktails.
The IoT allows brands to communicate with an ‘always on’ audience, which fundamentally changes the marketing dynamic.
In the past, brands have always had to create shop windows across multiple platforms so that their logo, banner ad, email marketing, point-of-sale, out-of-home or TV message is seen by as many people as possible. But once that brand has asked you to buy its product, the marketing relationship usually ends.
The IoT means that the marketing relationship with the consumer will begin to take place more and more post-purchase. Brands can engage with consumers through Smart Packaging or within Smart Places, where consumers are more open to innovative brand interactions.
This seismic shift will see the creative move away from brand messaging and focus on the brand’s behaviour, and how it engages with its audience.
Currently, creatives don’t understand the latest IoT technology capabilities and therefore aren’t able to advise and help brands exploit this new connected world. The technology platforms themselves realise the importance of their offer but don’t speak the language of brands and marketing.
As a dedicated IoT agency, SharpEnd is able to help brands with creative IoT technological solutions, both on-pack and in-store, which will fundamentally change the way they engage with their audiences both today and for the future.
Smart Packaging has a huge role to play in this connected future. I look forward to sharing the opportunities for supercharged on-pack creativity during my talk at Packaging Innovations London 2017 in London this month.
‘Technology-enabled creativity’ will be presented by Cameron Worth, founder at SharpEnd at 14.45pm on 14 September at Olympia London.
Image: Cameron Worth.
The who's who of the packaging industry at London's leading packaging event
Unilever, Bulgari, Innocent, ASDA, Superdrug, The Body Shop, Chanel, Heineken, Harrods, Dyson and Mars were just some of the major names at this year’s Packaging Innovations and Luxury Packaging London, as well as leading entrepreneurs Peter Jones from Dragon’s Den and Made in Chelsea’s Francis Boulle. With over 4,300 visitors in attendance over the two days, it was the show’s most successful edition to date.
What does the Pentawards partnership mean for Packaging Innovations London?
The primary mission of the Pentawards is to increase the stature of packaging design and those who create it. Following its recent partnership with Artexis Easyfairs, find out more about the Pentawards’ partnership with Packaging Innovations London in this interview with Adam Ryan, Project Manager for Pentawards.
Innovation the focus at London's most exclusive packaging event
The UK’s most exclusive packaging event, Packaging Innovations and Luxury Packaging London, returns to London Olympia next week, with over 180 exhibitors, spanning the entire packaging supply chain, 60% of whom are using the show to launch new technologies, solutions or services.
Packaging affects the senses!
It’s official, when it comes to packaging, we have lost our senses. New research suggests that our sense of taste, smell and even feel is directly affected by the packaging a product comes in. In a unique trial, otherwise identical products were rated 35% better overall, simply due to the packaging they were associated with. For instance, perfume was thought to smell 60% nicer and wine tasted 53% better and consumers thought a t-shirt felt 10% more superior, simply if it came in a higher quality pack. The impact of the packaging over senses was so high that people were prepared to pay, on average, nearly three times the price for identical products.
Programme announced: discover the hottest packaging trends
Packaging Innovations & Luxury Packaging London 2017 is now just weeks away, and we are happy to announce this years seminar programme, offering a revamped, industry focused programme, and a world exclusive conference debut. Learn from the award winning rock stars of the packaging design industry and discover how designing with technology can add real value to your brand.
Leading Names Take to the Stage at Packaging Innovations London
The leading industry event, which returns to London’s Olympia on 13 & 14 September, will launch a brand-new format for its Keynote Theatre, with four forums discussing the latest trends, challenges and opportunities across the key packaging markets of beauty, food, drink and luxury.
Show stopping features announced for London's most exclusive packaging event
New initiatives and a revamped seminar format will be launched at Packaging Innovations and Luxury Packaging London 2017, which returns to Olympia on 13 & 14 September. The new developments will offer focused seminar sessions for food, drinks, beauty and luxury packaging, as well as a new theatre dedicated to Packaging Design. These will run alongside a series of established show favourites, all offering a powerful and educational programme of interactive features and invaluable advice for the senior decision makers and buyers in attendance.
The future of luxury packaging on display in London
Packaging Innovations and Luxury Packaging London returns to Olympia, London, on 13 & 14 September 2017, offering visitors a unique insight into the very latest solutions, challenges and trends in the packaging industry. With over 150 exhibitors already signed up to the event, the show will feature launches spanning the full packaging spectrum.
London's only packaging show is unmissable
London's only packaging event and the UK's only luxury packaging event, Packaging Innovations and Luxury Packaging London 2016, is set for a record year as it welcomes a host of leading industry suppliers. The show, which focuses on branded, inspirational and bespoke packaging, returns to London Olympia on 14 & 15 September 2016.
Packaging Innovations and Luxury Packaging London 2016 to host Starpack awards
For the first time, The Starpack Awards will be hosted at Packaging Innovations and Luxury Packaging London 2016. The UK's premier annual awards scheme now in its 58th year, will take place on day two of the show, 15th September, in the Keynote Theatre, between 1pm and 3pm. The objective of the Starpack Awards Scheme is to identify innovation in packaging design and technology, recognising invention, environmental impact and functionality, and products entered into the Awards must show innovation in design, construction, manufacturing and materials technology, in order to be considered.
Innovation at the heart of London's only packaging show
Packaging Innovations and Luxury Packaging London 2016, the capital's only packaging show and the UK’s only event for branded, inspirational and luxury packaging, is set to welcome more than 170 leading international suppliers, many of whom will be introducing new products, services and innovations to the UK market for the first time.
London's only packaging show announces September seminar programme
Britvic, Harrods and Young's Seafood are just some of the major names who will take to the stage as part of Packaging Innovations and Luxury Packaging London's seminar programme, taking place on 14 & 15 September 2016, at London's Olympia. The free-to-attend seminar programme will run across three theatres throughout the two days and in addition to the full seminar programme, the 2016 show boasts a packed exhibition hall full of over 170 leading international suppliers.
Easyfairs announces array of features for London’s biggest packaging event
Packaging Innovations and Luxury Packaging London returns to Olympia on 14 & 15 September 2016, with more show content than ever before. The two-day, free-to-attend, show will be offering content rich seminars, interactive features and debates, and invaluable advice from some of the world’s biggest brands.
The Dieline Conference: LA to London
For the first time ever, The Dieline Conference comes to the UK for Packaging Innovations London 2016. This two-day, free-to-attend event will be exploring packaging and branding topics, with panels and discussions from both leading and emerging brands, as well as packaging suppliers and design agencies, addressing the question: "How can you turn design challenges into opportunities?"
Easyfairs announces exclusive global event partnership with The Dieline
Easyfairs Ltd has announced an exclusive partnership with The Dieline, the leading global resource for packaging designers, to deliver high-level content to its Packaging Innovations exhibitions. The scope will include an inspirational conference, as well as a curation of The Dieline Awards winners. The Dieline is a unique dedicated platform for the package design industry and its practitioners and enthusiasts. Its purpose is to define and promote the world's best package design.
- Jo Webb
- Company News
- Created 29 AUG 2017
- Modified 29 AUG 2017
- Hits 174