Reflections on drupa 2016

After 11 frenetic days of meeting with our customers, listening to their needs and challenges and showcasing how our range of products, solutions and services support our clients’ needs, I want to take a moment to reflect on our drupa 2016 adventure.

Our theme for this year’s drupa, ‘Open New Worlds’ was developed to focus on the opportunities and challenges that our customers see in their sphere. What we wanted to let our visitors know was that no matter their size, sector or ambitions we can help them build from their strengths, creating more opportunities for them to grow and evolve. Welcomed in our theatre, customers, press and industry analysts enjoyed hosted tours to experience this first hand.

On the product side, we presented the latest versions of our cut sheet printers including the Ricoh Pro™ C7100 series and the Ricoh Pro™ C9100 series. In the continuous feed sector we put the spotlight on our newly enhanced Ricoh Pro™ VC60000 high speed inkjet platform. Live demonstrations of these in the Commercial Print, Direct Marketing, Publishing and Corporate zones, and in our lean manufacturing Smart Factory, highlighted the innovative applications, quality output and the broad range of services our presses offer.

Many of our clients agreed and signed on stand deals. Among the sales we celebrated were a Pro C7100 for Cicero, and Nationwide Print who chose MarcomCentral to support production on its new Pro C7100. Cicero also ordered a Pro C9110 as did Magneet Communicatiecentrum, Ecograf, Datum, Deltor, Impremta and CFH Documail – to name but a few of our clients trusting our technology to support their growth.

We were also very excited to celebrate the sales of our Pro VC60000. EDC was our first customer in Eastern Europe, while Adare ordered two lines and CFI opted to add a second. This latest addition to our portfolio is gathering market momentum, as our clients learn and embrace how its combination of productivity and high quality can help them be more cost effective and profitable.

We had a very busy industrial print zone, where we showcased the powerful opportunities offered by additive manufacturing, industrial inkjet printheads, direct to shape coding and marking as well as branding product decoration.

To add to that, we announced our entry into the vibrant signage market, by adding EFI VUTEk flatbed printers to our portfolio. The decision builds on the success of our large format portfolio of print production solutions.

There was a lot of discussion surrounding the overall theme of drupa 2016. Connectivity was a topic that ran through the show like a red thread, for all solutions and in every sector.  Many of our visitors were looking for software and services that will enable them to connect and integrate different workflow streams and production environments.

In our Studio, many visitors discovered the capabilities of our TotalFlow portfolio including TotalFlow Cloud Suite, and learned how they could improve productivity, add value and open up new opportunities.

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Finally, it’s important to remember that an event like drupa is only as good as the people who make it happen. It’s been a real pleasure for us all working with colleagues to make drupa such a powerful event. We couldn’t have made it the success it was without all the hard work that people put in. Ricoh really is a company that is driven by passion and dedication, and where imagine.change is not just a brand, but an expression of the talent and commitment of our team.

 

Industrial Zone at drupa

Here Ricoh will focus on factory automation, the smart factory, track and trace, integrated industrial innovations and specific industrial verticals, especially automotive and healthcare. 

Not to be missed

  • Demonstrations of a wide  of live applications in packaging , robotics and manufacturing
  • Solutions for Additive Manufacturing, Optics, Electronics, IMS, Industrial Inkjet
  • The Rapid Fab Lab will be running Live Master Classes for key clients on demand.

Key Technologies

Technologies on display will include Additive Manufacturing and robotics as well as a number of other Ricoh innovations including in the field of inkjet head development.

 

 

 

 

Corporate Zone at drupa

In this zone we’ll be focusing on increased promotional output and print room integration that can grow in-house print services for government, education and ­financial services operations, among others.

Not to be missed

  • examples from a variety of different vertical markets, and use cases for alternative media, transactional print, monochrome printing and banner
  • many promotional print applications in this zone including our rock band merchandise, posters, banners and a T-shirt printed on our Anajet t-shirt printer
  • CAD print and archiving solutions will be featured.
  • Corporate Workflow in action

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflow

Ricoh’s corporate printing workflow solutions optimise printing and output processes across the entire organisation.

Corporate Workflow

 

Ricoh at drupa button

Direct Marketing zone at drupa

In this area, we will show why the rejuvenation of Direct Mail is such a great digital printing opportunity and why seamless integration across the full range of multichannel communications is so important.

Not to be missed

  • data analytics and data cleansing solutions
  • real time printing of a  dedicated mailer for the drupa show which includes personalised vouchers
  • Ricoh’s Direct Marketing Workflows in action
  • Examples of single pass full colour transactional applications

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflow

Ricoh’s direct marketing and critical communications workflow solutions harness the power of direct marketing for a more profitable future.

Direct Marketing Workflow

 

Ricoh at drupa button

 

 

 

 

 

 

Publishing zone at drupa

In this zone we want to show you how Ricoh’s solutions can help Open up New Worlds for you in publishing and book printing.

Not to be missed

  • real examples of books and journals from major Publishers like HarperCollins and Elsevier
  • books and book covers printed live on Ricoh’s heavy duty Ricoh Pro C9110 cutsheet press
  • Books printed live on Ricoh Colour Inkjet Pro VC60000 on offset stocks
  • Ricoh’s new Digital Book Workflow in action

Key Applications

Here are just some of the great print samples you will be able to see in the Publishing zone.

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Workflow

Ricoh’s digital book printing workflow solutions allow Book Manufacturers to adapt their processes for the new world of short run, fast turnaround books and journal printing.

Digital Book Printing Workflow

 

Ricoh at drupa button

Commercial Printing Zone at drupa

Ricoh’s Commercial Printing Zone at drupa is intended to show the broad range of solutions that Ricoh can now offer Commercial printers – from high productivity cutsheet to banners and signage.

Not to be missed

  • Ricoh’s latest cutsheet devices Pro C9110 and Pro C7110 along with versatile feeding and finishing options
  • live end-to-end production on lean manufacturing principles for efficient production of high quality print samples and a diverse variety of show and visitor collateral.
  • see our Commercial Print workflow in action

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflows

Ricoh’s commercial printing workflow integrates offset and digital environments for
a more productive hybrid print operation

Commercial Printing Workflow

Ricoh at drupa button

Evolution of the Print Service Provider – why it’s time to get closer to your corporate clients

It’s Monday 8:30 AM, the day’s print production has not even started and you have just got that call that you dread. Your sales rep has called you to tell you that a reshuffle at your biggest corporate client has meant that your purchasing contact has left.

The organisation has brought in a new purchasing manager and now they want to switch all of their corporate print to their supplier of choice. Now it seems that no new business is likely to come your way.

This is potentially a nightmare scenario for printers; you can lose a big corporate client without any warning or time to consider the impact on your business – or have an opportunity to fight your corner.

Most Print Service Providers do not have a relationship with their clients’ management that influence the overall marketing strategy. Instead they communicate with a print buyer not a marketer – and this is the fundamental issue in the above scenario.

Digital first can mean print last

These days many marketers have a digital first strategy, where most of the marketing team’s focus and energies goes into digital communications. Print can be seen as a low priority item.

Unfortunately this means that the Print Service Provider (PSP) is seen by many marketing executives as a commodity, providing something that can always be done cheaper by someone else, and switched without any real impact on their day to day business.

This is why in many cases print is managed by purchasing and not marketing. So how does a PSP start to influence beyond the purchasing department?

How can a Print Service Provider start influencing marketing executives?

Direct marketing banner

First,  offer great personalised print  

Providing personalised and relevant content is a growing requirement for marketing as it is proven to drive response rates – and is therefore a great opportunity for the PSP to offer added value to their corporate clients via personalised printed collateral.

Adding links to enable interactive content that bridges offline and online media via QR codes, Personal URLs (PURLs) and visual search technology (such as Ricoh’s Clickable Paper) help to ensure that print can enable and link to other aspects of a wider digital marketing strategy.

Second, add value

There is also a huge amount of other corporate assets that need to be created as part of marketing communications. For instance, signage and display, videos, digital assets, etc.

You may well wonder how the PSP can add value here. Helping the brand manage all of this, as well as the printed piece, is the key part of moving from a print only based supplier to becoming an integral part of your client’s business.

Third, enable controlled customisation

Customisation of assets to make them relevant for a local market is a growing requirement for a corporate brand.

Typically local agents and franchisees want to adapt collateral supplied from central HQ Marketing to make it relevant for their local market or customers. However, enabling asset customisation whilst protecting the brand is a major challenge for most corporates and there is not an easy solution.

Helping to manage the brand

In summary, there are major opportunities for Print Service Providers to help Corporate clients, but it has to go beyond print alone and start to help them solve the everyday issues they face in managing and protecting the brand.

Managing and protecting the brand is a key issue for the Chief Marketing Officer (CMO) or brand manager. It is vitally important to ensure that the brand is presented and protected across all of the collateral, campaigns and via its remote channels to market such as local outlets.

How to get started

What the PSP needs to do is get so entrenched in the client’s organisation at the highest level possible, so that no matter which individuals come and go it remains integral to the way the organisation does business and is not easily dislodged.

This can mean building relationships with contacts other than those responsible for buying print such as the brand manager or CMO. In many cases the PSP does not have a relationship with these people. After all, print is only a fraction of what they care about, so why should they even bother speaking to a print service provider? What does a PSP know about managing the brand?

If your clients have any of the following branding challenges, then you have a great opportunity to help them solve them:

  • A widely spread organisation with a strong brand identity
  • Tight brand control and messaging with lots of “stuff” to manage
  • Getting content into the hands of stakeholders, e.g franchisees
  • Customisation that is not controlled

The challenge with evolving from supplying print to supplying a wider variety of marketing services is how do you get started, what services do you offer and what solutions do you need to invest in?

Ricoh Marketing Asset Management (MAM) Solutions for PSPs

MarcomCentral® from PTI (a Ricoh company) is already used by a large number of global corporate clients, and by PSPs providing services to their corporate clients.

 

Intelligent Marketing Overview

Intelligent Marketing Overview

For a PSP, MarcomCentral offers its clients “evolution in a box”. It enables the PSP to offer a service to its clients that helps them control their brand, manage branding challenges and solve highly complex branding dilemmas – avoiding issues like rogue marketing, pre-printed stationery costs and much more.

MarcomCentral allows the PSP to offer clients their own branded portal offering both static and customisable assets. These are configured in the portal by the PSP via templates that allow the brand to lock down corporate elements (logos, colour schemes, etc.) but allow customisation of other specified areas. Templates can include print, direct mail pieces, PowerPoint, email and video assets.

These assets are presented within the portal to registered users using an intelligent menu-driven user interface, ensuring that incompatible selections are not possible. Items can be customised (within the boundaries defined), previewed and then either downloaded locally (if authorised) or ordered via the integrated e-commerce module. Print orders are routed to the PSP and other items (such as apparel) are routed to alternative suppliers that the PSP manages. It is a true marketing service offering managed by the PSP.

This is reinforced by the Danish client BordingLinks who purchased and installed MarcomCentral in 2015 from Ricoh. Mads Busk (IT Manager) explains as follows:

“By providing the means for our customers to manage their marketing assets, we have made it easier for them to do business with us. We are now engaged earlier in the process and, controlling the workflow, we are winning more of our customers’ business.”

 

Find out more

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

At drupa 2016 Ricoh will be presenting a range of solutions and applications, including MarcomCentral, showing print service providers how they can work with their key corporate clients to help them solve their complex brand compliance challenges – and “open new worlds” for their own business to evolve from just print based offerings to broader marketing based services.

http://www.ricoh-europe.com/open-new-worlds/