At Graph Expo 2012, Heidelberg wrapped its theme of “HEI Flexibility” around a single-minded focus on the customer. Beginning with its Graph Expo press conference, during which Heidelberg presented both live and video customer testimonials, and continuing with on-camera customer interviews conducted by Whattheythink.com and other media outlets throughout the show, Heidelberg effectively linked the experiences of satisfied users with access to the widest range of print media solutions available from a single industry source.
Hybrid Workflow for Maximum Flexibility and Profit
The centerpiece of Heidelberg’s Graph Expo presence was a fully integrated marketing campaign promoting the fictitious “belle&beau” clothing store. The simulated campaign was executed via offset and digital solutions working seamlessly together to promote efficiency and profitability, regardless of run length or variable content. The ambitious project was initiated via the Prinect Web-to-Print storefront; processed and perfectly color-matched using Heidelberg’s Prinect workflow featuring the Prinect Digital Print Manager and Prinect Color Toolbox; and printed on the Linoprint C901 digital press for personalized items (letters, catalogs), the Speedmaster 52 Anicolor press for the highest-quality static items (covers, folders, etc.), and the EFI H652 large-format printer for in-store signage and displays. The entire job was cut, folded, and finished using Heidelberg solutions, including the Stahlfolder TH 56 configured with VCT mailing table.
Other highlights of the Heidelberg booth included a prominent display of Heidelberg’s 30 InterTech Technology Awards from Printing Industries of America, and an Application Gallery tracing the step-by-step evolution of the “belle&beau” project. Visitors to the Gallery were encouraged to pick up sample kits designed to show how printers can demonstrate added value to their print-buying clients.
Heidelberg Innovations Drew Crowds
The singular benefits of Anicolor printing technology (minimal waste and high-quality offset print), were the focus of the live (and consistently well-attended) Anicolor Performance Challenge offered twice daily. During these demonstrations, Heidelberg operators produced six separate jobs in a variety of stocks and colors in only 30 minutes. Finally, demonstrations of Prinect Image Control with features specifically designed for G7 compliance (designated a Must See ‘em for the show), as well as Heidelberg’s 2012 InterTech Award-winning Prinect Performance Benchmarking application, also attracted significant attention.
For the second year in a row, Heidelberg hosted its “Pink Party” networking event celebrating women in print. On the second night of the show, more than 90 women took advantage of the opportunity to relax and enjoy light hors d’oeuvres and assorted beverages in the company of their peers. Earlier that day, highlighting its staunch support for graphic arts education, Heidelberg also welcomed 50 visiting students from the Clemson University Graphic Communications program for a photo op on the main stage. Heidelberg also accepted its 30th InterTech Technology Award for Prinect Performance Benchmarking during the Premier Print Awards and InterTech Technology Awards gala on Sunday evening.
The Art of the Possible