THE MARKETING CORNER
Disruption in Technical Communication: ipcm® OnAir, a Television Format Devoted to Technological Innovation Alessia Venturi, ipcm
®
When the background noise subsides, we become ready to listen.
with a format designed to capture the attention, but above all the
Nothing more than this sentence properly illustrates the
imagination of every company’s target audience, even if at a distance.
communication and visibility needs of companies at this time
An exclusive format, never before offered by any other magazine in
dominated by physical distancing. We are living in an era in which
our sector, which combines real and virtual elements in a 3D setting
all forms of “physical” brand promotion, such as events, trade fairs,
and offers the chance to interact with an audience, in-person or
conferences, open days, etc., are banned and the silence is deafening.
remotely.
The need for promotion, on the other hand, has far from ceased. Quite the opposite is true: we need ventures that stand out for their
ipcm® OnAir – broadcasting innovation
originality, effectiveness, and innovation degree.
With its OnAir project, ipcm® aims at creating television shows
How can a company increase brand awareness, communicate its
focussing on the latest innovations in the surface coating and finishing
innovations, and promote its identity when all in-person events are
industry. The virtual meetings will be recorded in a soundstage in
cancelled, uncertainty reigns in the field of trade shows, and “live”
Milan, Italy. Here, an ipcm®-branded 3D virtual environment will be
exchange and networking events are prohibited?
created in which the sponsoring companies will be able to record
ipcm has found an answer in the spectacularisation of information,
a video of approximately one hour. The aim will be to present their
®
BROADCASTING INNOVATION. 130
N. 67 - JANUARY/FEBRUARY 2021 - international PAINT&COATING magazine