New year predictions: Andrew Thornhill, Cross Media Production and Cross Media 2014
Friday, January 3, 2014
Cross Media 2014 marketing manager Andrew Thornhill is, perhaps not surprisingly, an enthusiastic advocate of the potential of multi-channel marketing as a source of revenue for printers willing to embrace new ideas in the new year.
What’s at the top of your Christmas wish list?
A Ferrari! No, that’s not going to happen, but I’ll settle for a quiet few days off over Christmas before we start the final push towards Ipex and Cross Media Production in the new year.
What do you think will represent the single biggest opportunity for printers in 2014 and why?
The single biggest opportunity for printers in 2014 is to expand their service offering to become fully fledged marketing services providers. Print plays a pivotal role within an effective multi-channel marketing campaign, greatly enhancing the other communication channels. The sky is the limit for printers, who are recognising this.
What do you think will represent the single biggest threat for printers in 2014 and why?
I think the single biggest threat for printers is failing to adapt. Printers need to ensure that they keep abreast of the latest issues and solutions that are driving the multi-channel marcomms industry.
What’s the one thing that the industry should do more of, or do better, in 2014?
I think, as an industry, we need to engage in more lateral thinking. The use of increasingly divergent communications channels to deliver content via multiple platforms to different devices creates a number of challenges for today’s marketer. But, as ever, where there are challenges also lie opportunities, and that is through cross-media. It's important for everyone involved to initiate more interesting and creative conversations.
What was your highlight of 2013?
I cannot look past the success of Cross Media 2013. We were extremely pleased with the quality engagement from brands, marketers, publishers, and cross-media and print service providers at the event, further reflecting the rise of such an exciting market.
What are your hopes for 2014?
For a successful Ipex 2014, Cross Media Production and Cross Media 2014.
What was the most important thing that you learned in 2013?
To never stop speaking to the market. As an exhibition organiser, it’s paramount to listen carefully to what your stakeholders want in order to deliver a platform that can help drive their business. And there are few better feelings in the world than hearing an exhibitor say that your event brought them new business and that they want to rebook for the next cycle.
What will you do differently in 2014?
The print and marketing communications business moves incredibly fast when it comes to new technologies and opportunities, so I’m sure there will be a lot that we do differently in 2014. What those things are I can’t say yet – but as an event organiser it’s very exciting watching them take shape.
What will you be having for your Christmas dinner?
We’re a very traditional family when it comes to Christmas, so it’ll be turkey and all the trimmings!
Are you making any new year's resolutions?
With another baby on the way I think my new year’s resolution will be to make sure I don’t spend all my time at work and get home to look after my wife and other son.