The Innovation Flow Lounge has the motto, ‘Marketing meets technology’.
Worldwide, Drinktec is known as a technology platform, but it is in fact much more than that, as exhibition group director Petra Westphal pointed out: “A whole host of people involved in beverages and liquid food – marketing executives, product managers, buyers, advertising agencies, designers, engineering offices etc – come to Drinktec 2013 to find strategies and solutions, for example in beverage concepts and ingredients, packaging design and container shapes, new directions in labelling technology and of course ideas in advertising and marketing services.
“By looking around these exhibition halls and talking to the technology experts, visitors to this show can pick up lots of amazing ideas. They find out what’s possible now and what’s in the pipeline. A few days at Drinktec can open up entirely new horizons and perspectives – packaging and labelling are just two examples from many.”
Every day for the first four days of Drinktec (16-19 September), there will be an overarching theme, covered in various ‘action modules’ designed to provide information and encourage interaction and networking.
In the IDEArena, a ‘small stage for big ideas’, there will be a series of short talks by speakers sharing their view on a particular topic. The talks are intended as a bridge between marketing and technology. Themes such as ‘Tailor-made promotions through intelligent secondary packaging’ and ‘How to ensure design is both beautiful and pragmatic’ form the basis for discussions from different points of view.
In the 5 O’Clock Theme at the end of each day, people can meet up with speakers from the IDEArena for an informal chat, providing an opportunity to explore the day’s theme in more depth and make new contacts. Everyone is welcome to come along.
Each day, at 15:00, there is a roundtable talk chaired by a presenter and featuring invited experts. The audience, too, can contribute their ideas to the discussions. The spectrum of themes covered here ranges from craft beer trends to social media for brands.
The Innovation Flow Lounge will also present an opportunity to combine business with pleasure. The Beverage World Bar is open for anyone who wants to relax and enjoy traditional and innovative ‘drinks of the day’. It is a meeting place for all those who want to continue conversations in a relaxed atmosphere over a good drink.
A survey is being conducted to cast light on the current situation regarding communication between marketing and technology, and reveal any areas of weakness. The results of this survey, called ‘The Expert’s Voice’ will be presented in the Innovation Flow Lounge at Drinktec 2013.
The themes of the day at the Innovation Flow Lounge are:
Beverage Innovation Awards @ drinktec
Source: Drinktec
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