PrintCity London PRINTplusX Workshop – Golden Opportunity for Value Added Printing

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Submitted by PRINTplusX on Mon, 2009-10-05 17:26.
PRINTplusX London Workshop September 2009
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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 it’s 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.
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Frankfurt Book Fair – PrintCity Alliance Offers Value Added Printing Innovation

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Submitted by PRINTplusX on Thu, 2009-09-24 17:12.
PRINTplusX Value Added Printing samples

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PrintCity Alliance members Leonhard Kurz, M-real, manroland, Sappi, UPM and Weilburger Graphics are presenting Value Added Printing innovation under the PrintCity umbrella project PRINTplusX at the Frankfurt Book Fair, October 14th - 18th, 2009.
 
Located in the new Book Fair Weiβraum (White Space) area dedicated to book innovation, PrintCity members will be sharing with publishers the qualitative & quantitative research data and samples flowing from their unique project, PRINTplusX  - The Secrets of Value Added.
 
Business innovation experts from these PrintCity companies will discuss with book publishers the expanding opportunities for Value Added Printing to differentiate their products, gain improved consumer recognition and hence increased sales.
 
All areas of book publishing can benefit from Value Added Printing techniques:
  • Book covers – paperback or hardback
  • Inserts and book text pages – selected for reader impact
  • Point of Sale (POS) Displays – bookstore, kiosk or at book launch
Some Value Added Printing (VAP) techniques like spot varnish, soft touch materials and hot-foil stamping are already seen, but other VAP opportunities are not yet used worldwide.
 
VAP can differentiate and sell, create a multi-sense reader impression (visual, haptic, aroma) & improve the reading experience. Recent research suggests that:
  • Value Added Printing helps consumer recognition in a highly competitive publishing market
  • Quality perceived by customers at the Point of Sale (POS) is vital in impulsive/emotional buying decisions which may take fractions of a second
  • Customer product loyalty (e.g. to a book publishing house) can increase if a brand can be experienced with several senses, rather than just with one
PRINTplusX Value Added Printing samples can be requested in the Frankfurt Book Fair Weiβraum by contacting info@printcity.de or by calling +49 8142 65233-12.
 
More information on the innovative PRINTplusX project can be seen at this special new web site: www.printplusx.com

 

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Value Added Printing – Research Results & Samples from the PrintCity Alliance

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Submitted by PRINTplusX on Fri, 2009-08-28 09:15.
PRINTplusX academic researcher Jochen Wied

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As part of its ongoing PRINTplusX project, the PrintCity Alliance is making available the summary of Value Added Printing (VAP) research results from a graduate thesis recently completed by Jochen Wied. In addition interested brand owners, designers, publishers and printers can now request a package of VAP samples by post from PrintCity.

 
Value Added Printing Research Results
 
Jochen Wied, a student at Germany’s Hochschule der Medien in Stuttgart, completed a graduate thesis on the Cost and Benefit of Value Added Printing, working together with the Fachverband Medienproduktioner (f:mp.) and PrintCity in 2008/2009.
 
A summary of the results of this paper are now published in English and German and are also available on the PrintCity web site www.printcity.de. The original full thesis is available in German on request also.
 
The research study, begun in 2008, included the creation of a specially designed PRINTplusX folder showing a range of VAP samples using unique, fictitious brands to act as a discussion point in interviews and later Workshops.
 
The research project findings are based on over 100 surveys by Jochen Wied during Drupa 2008 with people from various countries, and by an Internet survey in Germany involving over 400 experts, including brand owners, designers, publishers, printers and others.
 
A formula was developed to assess the benefits of various VAP techniques utilising the quantitative data collected and other inputs from published brand research. Called the Advertising Value of Finishing (AVoF), it was used to measure comparative impact, in a range of printing & packaging ‘added value’ situations.
 
Jochen Wied’s Value Added Printing research results include: 
  • Research completed indicates that roughly half of all printed advertising media can be meaningfully upgraded by means of enhanced print finishing techniques
  • New emerging VAP print finishing techniques can offer good niche differentiation opportunities for printers & packagers
  • Quality perceived by customers at the Point of Sale (POS) is vital in impulsive/emotional buying decisions; ‘less’ is often ‘more’
  • Customer  product loyalty may double if a brand can be experienced with several senses, rather than with one
  • VAP gives a print product ‘added value’ by intensifying the impact of a brand message – this should be used in combination with other marketing techniques
While every print/packaging project is different, brand owners, designers & publishers should consider and measure the opportunities from Value Added Printing together with their printers and suppliers. It is the partnering of all concerned in the process which will ensure the most impactful & efficient use of VAP techniques and materials, to achieve differentiation, recognition and increased sales for a brand. 
 
Value Added Printing Samples Now Available from PrintCity
 
A package of VAP samples is available now on request from the PrintCity Alliance, to show the range of techniques & materials and how they can be creatively combined.
These samples include the Novum and Beef creative magazines from Germany, samples published by Print Perfection and the f:mp., the FIPP09 37th World Magazine Congress printed programme from the PPA in the UK, manroland produced VAP samples showcasing brands including Harley-Davidson, JOOP, RADO, Bacardi & Siemens, plus an all-new varnish sample from Weilburger.
 
To request these Value Added Printing samples by post, please email info@printcity.de or call +49 8142 65233-12. Information on the PrintCity Alliance project PRINTplusX can be found at www.printplusx.com.

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New PrintCity Alliance PRINTplusX Workshop in London – September 2009

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Submitted by PRINTplusX on Fri, 2009-08-14 14:38.
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The PrintCity Alliance announces a full day PRINTplusX Workshop in London on September 9th, in partnership with PrintWeek.
 
Focused on Value Added Printing (VAP), this event will be of interest to brand owners, designers and publishers, plus to all UK sheetfed & web printers. Under the headline PRINTplusX – The Secrets of Value Added Printing, the workshop will show how Value Added Printing increases the competitiveness of a brand, e.g. at point-of-sale.
 
Brand owners can differentiate their products, gain improved consumer recognition and hence increased sales, by using value added printing techniques as part of their integrated print & electronic media marketing campaigns. Designers can offer creative new ideas with additional capabilities utilising value added print media. Publishers can achieve strong brand recognition & differentiation when launching new magazines or refreshing existing ones, in their highly competitive markets.
 
Wayne Manning, Publishing Director, Haymarket Print & Packaging Group confirms, “Brand owners, designers and publishers need to know what the benefits of value added printing techniques are and what they can achieve in terms of future business growth. This is a ‘must see’ event for them, as well as for everyone else in this industry. PrintWeek and the PrintCity Alliance are proud to jointly support this London event.”
 
Established brand owners, creatives and other industry specialists will discuss their experiences with VAP, while PrintCity Alliance members’ manroland, Merck, Sappi, UPM, Weilburger Graphics and Kurz show the latest value added printing & packaging techniques, materials and possibilities. In addition, workshop attendees are invited to learn in interactive break-out sessions more about the possibilities of Value Added Printing.
 
The PRINTplusX project was launched together with the f:mp. and includes additional contributions from Hammesfahr, Marbach, Reproflex and HdM.
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