The exhibition, the largest direct marketing exhibition in the country, will feature eight seminar theatres demonstrating how companies can improve the effectiveness of direct marketing.

HP’s seminar theatre will feature three days of presentations and content from design agencies, end customers and print service providers (PSPs) detailing how digital printing technology has benefited their marketing strategies.

Other topics on the exhibition agenda throughout the three days include personalised direct mail, transpromotional marketing and integrated marketing campaigns.

Speakers at HP’s seminar theatre will be HP customers including representatives from McCann-Erickson Communications House, Pepper, Lorien Unique and Israel-based Oniya Shapira, which operates six HP Indigo presses.

Oniya Shapira vice president of marketing Ravit Speigel said such events "are vital to keep up-to-date with new trends and technology and help pioneer new methods for marketers such as personalisation and transpromotional marketing, which can generate a higher response rate and greater ROI than conventional campaigns."

The International Direct Marketing Fair takes place at Earls Court, London, from 29 April to 1 May. For information on how to attend, see www.idmf.co.uk.