Transformation of Print

Transcription

1 Transformation of Print Oana Manolache Marketing Manager Lyle Rainey - Business Development Manager Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is is subject to change without notice.

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3 Hewlett-Packard Company separated on Nov. 1, 2015 Graphics a part of HP Inc. s successful print franchise Hewlett-Packard Enterprise HP Inc. #1 in Servers #2 in Networking #1 in Commercial PCs #2 in Consumer PCs #2 in Services #4 in Storage Leader in Private Cloud #1 in Inkjet #1 in LaserJet #1 in Graphics GS B

4 Think of everything that can be printed Design Photography Sign & Display Direct Mail & Info Prints Marketing Collateral Labels & Packaging Publishing from postage stamps to building wraps this is the so called Graphics Industry

5 Leading portfolio for graphics industry Design Photos Sign & Display Direct Mail & Info Prints Marketing Collateral Labels & Packaging Publishing Decoration

6 Digital technologies allow a brand to use more personal touch points to engage with the consumer Packaging Signage POS/POP Direct mail Mobile Social Media Web Blogs Physical Virtual greater engagement greater interaction greater differentiation personal exchange allowing measurement loyalty development

7 Walker Crisps print digital using a Facebook campaign Walkers Crisps worked with Ultimate Digital via a Facebook campaign allowing 5,000 of their followers to order unique packs featuring names and messages that were then delivered in a presentation box. These was a pilot scheme for the future- a great example of a major UK brand using direct, two-way communication with individuals using digital print. Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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9 The 2013 European campaign was ambitious An excess of a billion personalised bottles on the market during the 2013 campaign 7% consumption increase Winner 18.3 Million media impressions #1 on Facebook

10 Limitless Editions - 2 Million each with a unique design!

11 Improved sales and gross margins 2.1% increase in sales 3% increase in brand preference The unique bottles became a collection items

12 MOSAIC The engine behind the automated personalization It s a patent-pending dynamic personalization option for HP SmartStream Designer This application helps users automatically generate a high number of unique graphics, embedded into a variable data job

13 Irn Bru s adventure in clans Challenge Idea Celebrate the brands Scottish heritage and drive consumer engagement Replace the traditional label with 57 clan names and tartan patterns Launched to coincide with Hogmanay and Burns night celebrations Execution carried out across 10 different SKU s Drive and encourage social media activity with Bru s Your Clan microsite Results 20% YOY sales increase Record visitor # to website Retailers supported with instore promo

14 Your signature spirit

15 Lostmy.name Personalized Children s Books Putting each child at the heart of their own story Personalised children s books each child is the hero of their own story Startup company with a great idea Retail price of (UK) and (Euro Zone) 5 Languages, 10 Currencies, >500,000 copies in 135 countries Best selling children s book in the UK and Australia in 2014! Print module resides at the printer locally Did you know? Lostmy.name secured the highest valuation on the BBC s Dragons Den reality investment program Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

16 West Bromwich Albion Football Club Personalized Direct Mail Objective: To remind soccer fans to renew their club membership Campaign: Season ticket holders at the West Bromwich Albion Football Club were sent posters with their names personalized on the back of a team jersey, as part of a loyalty direct mail campaign. 30,000 personalized 50 x 70 fan posters were sent across the UK, including the recipients name starring as a key team player and including the season s agenda and schedule. Did you know? 30,000 mailers were produced in only three weeks, with speed assistance from Enhanced ProductivityMode, printing at 4600 sheets per hour.

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