With originality and innovation against sensory overload

Dieter Weber, Business Manager Solutions at Xerox, emphasized the importance of dialogue in today's marketing world.The opening presentation was given by Denis Heiniger, Backselling Manager at Antalis. The focus was on digital printing. Heiniger presented a forecast that in 2018 digital printing will have the same market share as offset printing. "Better print quality, new printing technologies, new areas of use and novel applications are accelerating the spread of digital printing," Heiniger said. The original invitation to the Antalis event was also produced with digital printing. Antalis found that the print invitation generated a much higher response (4.4 %) than an e-mail (0.12 %). However, if you follow up again by e-mail after the print mailing, the response rate increases significantly. Multichannel campaigns are therefore particularly effective."Think tangible prints"Peter Keller from the 3A Composites GmbH spoke about the possibilities of direct digital printing on plate materials. He had three tips in store for the guests: First, the substrate should be chosen wisely, e.g. aluminum composite for small fonts, PVC rigid foam for light backgrounds and PS-Coex plate for non-reflective prints. Second, specialists rather than generalists should be chosen for collaboration, and third, different printing technologies should be exploited. "Think about tactile prints or prints on non-normal surfaces," he urged the audience. As an example, he cited a Metro route map that can be read (felt with fingers) by visually impaired passengers.Forward strategy instead of austerityDieter Weber, Business Manager Solutions at Xeroxgave a lecture on various marketing aspects. Also known as "Didi Digital," he recognized early on the opportunities offered by digital printing. When competition gets tougher, he said, it is not always appropriate just to cut costs, but to adopt a forward strategy, develop new business areas and expand services. "This requires a willingness to change, creativity, courage and a pioneering spirit," says Weber. Marketing is relevant to publishing, he said, because most print is for advertising, sales or service. "To reach a customer in today's sensory overload, you need the right message at the right time through the right channel." Today, he said, dialogue takes center stage through personal, original and emotional customer campaigns. In the AIDA model (Attention, Interest, Desire, Action), the I no longer stands for interest alone, but also for interaction, and the D for dialog instead of desire.Subconscious mind has great influenceThe best entertainment was provided by the mentalist & mind reader Frederico Soldatiwho amazed the 200 or so attendees with his demonstrations. Finally, Marcus Auth, Head of Training & Conferences at the Siegfried Vögele Instituteon the importance of emotions for perception and impact in customer dialog. Among other things, he gave the following example: Two groups were asked to read out a text. In the case of one group, words such as "walking stick" or "old people's home" were included in the text. The result: After the reading aloud, the people in this group moved back to their seats much more slowly. So the subconscious plays a big role in how we perceive things. swThe pictures of the event