Media Convergence Takes Physical Form at Pack East

Recently, I attended Pack East held in New York City at the Jacob K. Javits Convention Center. I’ve previously attended various elements of what has now been converged into this newly defined, bundled trade show vertical that is Pack East. The show, which was run very effectively by UBM Canon, has reached a point of interest to me as a leading evangelist for Media Convergence. I see this bundling as just one additional level of the proof of concept for Media Convergence.

Yes, a trade show is not contained within the traditional definition of media, but in actuality, trade shows or events of this scale are truly Media Convergence in practice. There was a large and robust exhibitor directory printed and distributed, along with a pocket planner and floor plan. Add these two key elements to all the other media used—such as posters, booths, displays, ads, incentives, e-mails, direct mail, digital signage, collateral material and the list grows with each breath—and you have true Media Convergence on a new level.

Pack East brings together (on the East Coast) comprehensive design, manufacturing and packaging solutions under one roof. The show links:

1) Pack East
2) Medical Design & Manufacturing East (MD&M)
3) Atlantic Design & Manufacturing
4) Automation Technology Expo
5) PLASTEC East and
6) the Green Manufacturing Expo.

Not too long ago, the MD&M event was a standalone show with access to other shows held at the Javits Center at the same time. Pack East is supported by seven—yes, count ’em, seven—other converged shows across the United States and Canada.

Maybe you don’t think this is a cool topic, but I do. I can tell you that other industries—including Commercial/Digital Printing—should heed this new business model. Not only did the Pack East show offer a common vertical link, but during my tour of the show I saw many levels of corporate executives looking for a broad variety of information (and suppliers) up and down the supply chain. One can say that the Pack East event is a supply chain management event at the very onset of the process.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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