COVER STORY
differentiation. Millennials want to stand out, be unique, and they want to use
print as one of the tools to achieve this. 4. Which solutions does heidelberg provide to meet the demands of this
market?
3. According to an infotrends report, print/marketing providers must
offer a multichannel experience to succeed. Do you agree with this and
what would this entail for printers? Apart from numerous typical solutions that Heidelberg can provide, which
include personalisation, push to stop, web to print and creative design tools,
our unique combination of highly automated equipment across various printing
methods (litho, digital, 4D), together with our broad Prinect workfl ow solutions
and exciting digital platforms, create an environment where printers can meet
the needs of their market in a modern, digitised, effi cient and creative way.
A multichannel experience is expected to be the norm in the near future The more
interactive we can make a personal experience, in a way that is acknowledged
professionally, the more it will suit Millennials’ needs. In order for print marketing
providers to cater for this they have to understand these needs and make use of
available technology to achieve this and to stay relevant.
Kemtek Imaging Systems
www.heidelberg.com/za
3. Which solutions does kemtek provide to meet the demands of this
market?
1. What expectations do millennials have for printed products?
Consumers, particularly Millennials, demand customisation. They are 'The
way I want it' generation and sustainability is very important to them― they
are conscious about their impact on the environment. Tamir Hativa, Product
manager at HP, said, 'The number one trend across all markets is that you have
to be more relevant to stay relevant. You can do this by offering something
personal and unique, like customised magazines, personalised packaging and
books and more.'
2. According to an infotrends report, print/marketing providers must
offer a multichannel experience to succeed. Do you agr ee with this
and what would this entail for printers?
'Yes, certainly. Whether PSPs are dealing with small brands or huge
conglomerates, Multi-Channel Marketing provides unheralded opportunities
for these brands to reach and interact with customers, and build brand loyalty
and trust,’ commented Karen stretch, Kemtek Marketing manager. ‘Managed
effectively and consistently, it can grow a business from strength to strength.
If not used, or not used well, it could mean losing ground that may then be
diffi cult, if not impossible, to regain. For PSPs, staying relevant and providing a
multi-faceted print solution is a must.’
www.AfricaPrint.com
Consumers are placing increasing demands on the PSP, with higher quality
requirements, shorter runs, more versatility and fl exibility. HP Indigo helps PSP's
meet these demands by providing differentiation and customisation, allowing
printers to execute a variety of go-to-market promotions that are large scale or
even regional.
Printers are seeing the benefi ts of digital printing, such as speed, which allows
for targeted campaigns and 'real time' packaging that allows products to go
from design to shelf overnight. Another benefi t is unique, customised packaging
that stands out and gets brands noticed ― key to targeting millennials.
A famous example of HP technology helping brands to stand out is the Diet
Coke campaign, where HP Indigo technology and SmartStream Mosaic
software were used to create two million unique bottles. This attracted a
younger audience to the brand and generated major brand awareness on social
media. For a recent Amarula campaign, a special edition of 400,000 unique
Amarula bottles, representing the same remaining number of the endangered
African elephant, was released with labels individualised by HP Indigo digital
print and HP SmartStream Mosaic variable design technology.
www.kemtek.co.za
AFRICA PRINT JOURNAL
JANUARY 2018
PG 29