Offset Printing
PrintCity London PRINTplusX Workshop – Golden Opportunity for Value Added Printing
Monday 12. October 2009 - The PrintCity Alliance in partnership with PrintWeek completed a successful PRINTplusX Workshop in London during September, highlighting a golden opportunity for Value Added Printing, with a range of printer, designer and brand owner focused speakers.
“The day was a roaring success with us being presented to by a really good mix of people and companies within the sector. They all had excellent and inspiring views in adding value to creative, print and business models. The day was extremely well organised and I must say that its been some time since I have got as much out of a workshop. In particular the brainstorming was taxing but fun and, we managed to create some really interesting ideas. I look forward to attending another successful day in the future,” commented Helen Castledine, Creative Director of Greens, High Wycombe.
Discussing the opportunities for Value Added Printing (VAP), this event included knowledgeable speakers from all parts of the value chain linking designers, agencies, suppliers and printers, plus interactive break-out sessions. Targeted at brand owners, designers and publishers, as well as all UK sheetfed & web printers, it was the first such event by PrintCity in the UK. Under the headline PRINTplusX – The Secrets of Value Added, the workshop showed how Value Added Printing can increases the competitiveness of a brand, e.g. at point-of-sale.
PrintCity Alliance members manroland, UPM, Merck, Sappi, Weilburger Graphics and Kurz discussed the latest value added printing & packaging techniques, materials and possibilities. Speakers commented positively on the benefits and opportunities for all involved, by working more closely together to exploit VAP. Print and papers strong sustainability message and the need to promote this accordingly, was also discussed.
“There is a golden opportunity to redefine print by capitalising on its tactile and sensory qualities,” according to Anderson Norton Design creative director David Norton. Norton called for the connection between printers and designers to be restored to the days of the stronger bonds that were broken by the introduction of the Mac and DTP.
“Engage with designers and use our knowledge. We understand print and the web and we know the limitations of the internet. Websites are always in RGB, but print has so much more to offer,” he stated.
Louisa Moger, marketing director at Richard Edward, provided an inspirational case study, charting how the company has successfully moved itself up the value chain with clients to escape the price spiral. “Value-added printing is not a choice, its mandatory,” she said. “If we hadnt understood this we would have been just another statistic among prints many casualties.
Peter Stead, retail print director at Formgraphics Retail, had opened the event by highlighting the strategic use of value-added print techniques by retailers. “Value-added techniques allow us to capture the imagination and capture customer spend.”
The PRINTplusX Workshop moderator Jo Francis, Associate Editor, PrintWeek magazine, summarised her conclusions, “Great speakers, a great audience, and an altogether enjoyable and uplifting day that provided us all with a fresh appreciation for print’s enduring and unique attributes. The ideas for VAP treatments that came out of the workshop sessions were absolutely fantastic.”
Rainer Kuhn, PrintCity Managing Director commented, “We were extremely delighted to see all our workshop delegates leaving so satisfied – the concept meets the needs of the market & the people. The key objective to stimulate discussion amongst involved parties in the UK print/publishing value chain was 100% achieved.
Kuhn concluded, “The connection of competence that the PrintCity Alliance offers, with many members & partners involved, gave significant and unique value to our customers present. We are now considering how to continue this important debate about Value Added Printing in 2010!”