The association has lined up speakers from across sectors to headline its annual conference on 19 June in Tewkesbury, Gloucestershire. The event is followed by a glamorous awards ceremony.

"The conference, called Speak Softly and Carry a Big Stick, will look at how companies can successfully integrate cross media into their business," said a spokesman for the event, which is also run with IPIA’s annual general meeting.

Resource sales and marketing director Asif Choudry will tell the conference about the challenges he had to tackle to move from a print-only business 10 years ago to a company that now blends virtually all cross-media services.

IPIA chief executive Andrew Pearce said: "There’s a lot of talk about cross media but I want delegates to fully understand what it means, and to be fully aware if it’s viable for them to pursue it.

"If you are a business forms printer, do you continue with that niche and hope more people drop out or do you think about offering cross-media services? For print buyers who understand what they are doing it is not such a huge investment to embrace it because they can look for partners."

Pearce added: "Each year we aim to deliver a theme that is really ‘of the moment’ and this year’s event is for any business looking to use cross media to gain sales for themselves and their clients."

CVG Papier business development manager Ad Sies will look at how digital print can add value to the cross-media mix. Digital media expert Nigel Dacre will look at multiplatform delivery through print, websites, mobile phones, tablets and TV.

Dacre said: "The days when printing was the only form of communication are clearly over but clever organisations are still using a wide range of methods and print is still a crucial means of communication."

Other speakers include Andy Rafferty, client partner at marketing company Brightsource, who will look at the role of print in multi-channel marketing. Media entrepreneur Sarah Hughes will talk on using social media as a sales tool.

Last year’s event attracted over 100 people such as printers, print managers, marketers, print buyers, machinery manufacturers and trade associates. This year’s gathering is at Puckrup Hall Hotel.

The IPIA annual awards, presented on the evening of the conference, will include gongs for best trade manufacturer, print manager, associate member and individual personality of the year. Guest speaker is actor Shaun Williamson.

Visit www.ipia.org.uk, call 0844 90 20 214 or email: info@ipia.org.uk