New Methods of Communication: Realizing Growth Potential through Digital Technology

Heidelberg team of experts at CeBIT 2003 highlights the interplay between innovative print media technology and creativity in marketing.

 "The significance of digital printing technology lies in the revitalizing of advertising". With this statement, Dr. Peter Haller, founder and owner of the agency group Serviceplan, Munich, defines the new relationship between creation and production in brand communications and corporate communications. Serviceplan has grown to become the largest independent agency group in Germany thanks in no small measure to its extensive production know-how and use of networked solution concepts in communication. At an expert discussion in Munich, Dr. Haller agreed with the theory that production today inspires creation in advertising.

"Advertising creatives are often still naïve", argues Bruno Stricker, Managing Director of MSP Druck und Medien. In so saying Mr. Stricker, a successful entrepreneur based in the Rhineland-Palatinate part of Germany, is deliberately adding fuel to the flames. He believes that the role of digital printing technology in networked communication scenarios is not being fully exploited. He sees the reason as follows: "Digital printing experts are seldom included in advertising concepts right from the outset. This means they are not fully utilizing their knowledge of the customization possibilities that exist in print and the possibilities for cross-media print production."

Wolfgang Pfizenmaier, Member of the Management Board at Heidelberger Druckmaschinen responsible for the development of digital presses and workflow solutions, sees the new technology as having been set to overtake the old methods for a long time. "Digital printing technologies create growth. They open up new possibilities for added value through variable data printing (VDP) and print-on-demand". Wolfgang Pfizenmaier's strategy is to reduce costs while at the same time enhancing communication efficiency. He estimates the entry-level costs for service providers in VDP at around 200,000 Euro, a level of investment that can be financed even with average order utilization levels and low margins of one to two cents per print.

"In job procurement, there is currently still one hurdle to moving into digital printing, and that is the fact that we first have to develop the market for communication with digitally printed media", adds Mr. Pfizenmaier's colleague Holger Reichardt, Director of Marketing, Sales and Service. The quality of the data must be good, says Mr. Reichardt, the Heidelberg marketing expert, if we are to produce customized profiles that meet the needs of consumers. "There are two key aspects that boost the success of digital printing. Firstly, interfaces to the sales processes and, secondly, awareness of assets such as customer knowledge", he explains.

Britta Seifert, Head of Market Communication at Thomas Cook, can use CeBIT 2003 to optimize the travel specialist's market communication. In cooperation with Heidelberger Druckmaschinen, a new type of application is being displayed on the Heidelberg trade show stand - with interactive television ads being combined with personalized printed visitor information. "Innovation is the key to survival in the travel industry. The need for customization is growing in line with customers' expectations", explains Ms. Seifert. Improvements in the way consumers are able to select from a range of offers are a crucial factor, she adds. At the same time, the service provider's costs must remain constant.

Print media is strengthened by using digital printing as a marketing instrument. The Munich team of experts sees growth possibilities above all in dialog marketing, sales promotion and publishing products. There is a great deal of potential in all areas where mass communication needs to include opportunities for customization. It is also important to make better use of synergies in print technology processes, e.g. through hybrid production with offset and digital printing. Digitization in the printing industry supports a mix of technologies that is in line with the media mix needed in the communications industry.

Heidelberg and Thomas Cook CeBIT Showcase
Print is becoming an important means of winning new customers and maintaining customer loyalty, as Heidelberg and the tourism group Thomas Cook have joined forces to demonstrate. At the Heidelberg trade show stand, a number of television monitors will be installed showing the current Thomas Cook TV advertisement. Visitors can interrupt the ad at any time using an info button and a remote control element and request personalized (print) information. The information are subdivided in the following Thomas Cook categories:

• Total relaxation
• Active adventure
• Exclusive enjoyment
• Cultural discovery

All the offers are real, high-quality Thomas Cook holidays which can actually be booked. There will also be a competition on the subject of travel. The print production runs simultaneously on all the Heidelberg systems on show:

NexPress 2100. A personalized offer for the destination selected by the customer from the relevant category is printed in color on the NexPress 2100. Prices and services are also shown, as is the nearest travel outlet where the selected holiday can be booked.

Digimaster 9110. This prints a personalized travel guide for the selected destination.

Quickmaster 46 DI-Pro. Prints a CeBIT Special Flyer with current Thomas Cook offers subdivided into the above categories and made-to-measure to suit particular target groups (not personalized). Postcards with motifs from the destinations are also printed on this unit.

For further information:
Heidelberger Druckmaschinen AG
Corporate Communications
Matthias Hartung
Tel.: +49 (0)6221 92 50 77
Fax: +49 (0)6221 92 50 46
E-mail: matthias.hartung@heidelberg.com