drupa 2004: "Created with Passion. Made for Success."
Heidelberger Druckmaschinen AG (Heidelberg) is using an
integrated marketing campaign for its trade show presence at drupa
2004, which takes place from May 6 to 19 in Dusseldorf, to focus
firmly on customer benefits. "Heidelberg's multi-stage
concept is based on personalized addressing of target groups and
dialog between the company and its customers - before, during and
after the trade show. The various international measures involve
customers, employees, opinion leaders, print-media buyers,
journalists and investors and utilize all existing communication
channels from dialog and advertising campaigns to electronic and
print media, the website and, last but not least, the drupa booth
itself. This will all be complemented by targeted marketing
measures around the exhibition center," says Dr. Klaus
Spiegel, Member of the Heidelberg Management Board and responsible
for products and marketing.
Heidelberg is expecting around 400,000 visitors from over 170
countries at drupa 2004.
The trade show booth: 7,800 square meters of high-performance
products and solutions Heidelberg will be presenting the
world's largest networked printshop with an end-to-end
integrated workflow on an area of 7,800 square meters in halls 1
and 2. The design of the trade show booth is geared to the
individual business models of customers and features integrated
solution portfolios for the five market segments commercial print,
industrial print, packaging, web offset and digital printing. The
entire added-value chain from prepress and press to postpress,
including practical print job demonstrations, will also be on show
for each particular segment.
The Prinect Center, in which Heidelberg brings together its
integrated workflow portfolio, rounds off the exhibition concept by
networking all the processes encountered in the printshop.
Presentations for the individual solution portfolios have been
translated into nine different languages and all brochures are
available in four languages.
Integrated customer care concept:
Tours of the individual solution offerings are designed
to ensure a maximum amount of relevant information is conveyed in
the shortest possible time. Every visitor has their own Heidelberg
drupa trade show planner to guide them quickly and efficiently
through the trade show booth with the help of signposting.
In addition to the drupa trade show planners sent out in
advance as part of the dialog program, visitors will also receive
full and personalized support at the trade show booth.
Heidelberg's trade show presence is further complemented
by a range of extras which offer customers more detailed
information. These include customized tours of the trade show,
organized visits to reference customers and the opportunity to
visit the site in Wiesloch, the largest printing press
manufacturing plant in the world, and the Mönchengladbach
site, where sheet punches and folder gluers are produced.
Heidelberg has set up its own drupa website
(www.drupa.heidelberg.com) featuring an interactive map of the
halls, a list of exhibits, travel tips, trade show news and lots of
other interesting information.
Every visitor can also make use of the dedicated drupa
hotline (0800-drupa04) free of charge during the trade show to find
out what Heidelberg has on offer as well as travel information,
events and general information on Dusseldorf.
There is also an ample supply of refreshments both for
customer meetings and visitors who just want to sit and relax. To
round off the customer care concept, the Print Media Lounge is open
all day and offers a "relaxing zone" at the trade show
booth. The International Lounge has a delicious menu to choose from
and offers a varied program of events in the afternoons and
evenings. What's more, Heidelberg has arranged a Limousine
service in conjunction with Volkswagen AG for VIP customers.
Something for everyone
Heidelberg is offering a special information package tailored
to print-media buyers. A tour created specifically for this target
group leads visitors through the Heidelberg trade show space and
provides information on innovations and trends in the areas of
production, services and training in the print media industry. The
focus here is on networking the added-value chain from data
handling and Internet-based ordering of print products to
integrated production and topics such as color management.
The mailshot: Personalized targeting geared to actual customer
The dialog program is based on personalized addressing of
target groups. The three-stage mailshot, which covers more than 100
countries, is therefore personalized to fit the profile of each
addressee, depending on which of the solution offerings at drupa he
is interested in. Even in the first stage of the mailshot campaign,
response rates were already around 25 percent. Thanks to a targeted
telephone follow-up campaign and additional mailshots, customers
will be fully prepared for their visit to the trade show. Details
of all interested parties will be recorded during the trade show by
means of a lead, order & complaint management system. As a
result, information requested by customers can be sent out during
the trade show and a daily success evaluation can be performed and
contacts followed up.
The advertising campaign: Customers' success depends on the
commitment of Heidelberg employees
Since January 2004, Heidelberg has placed 22 different
advertisements featuring the drupa slogan "Created with
Passion. Made for Success". Most of these have been placed in
the trade press all over the world. The testimonial campaign
illustrates Heidelberg's closeness to the customer. It features
two motifs next to each other, one showing Heidelberg employees
from the company's many different fields of operation, the
other customers who are directly or indirectly connected to these
fields of operation. This conveys the message that Heidelberg
employees are extremely committed to ensuring their customers'
Almost all of these motifs appear on the external walls of
the drupa exhibition halls, as part of the trade show booth and in
the dialog campaign.
Training measures and internal communication:
Customer-oriented and well-informed employees ensure success
In the runup to the training sessions, the trade show team
explained the trade show concept to employees at key Heidelberg
sites in a series of information roadshows.
A regular newsletter also provided all Heidelberg employees
with all the relevant information on the progress of the project.
Heidelberg sets great store by its internal training measures. The
2,000 international employees who will be on duty at the Heidelberg
booth are receiving extensive product training and instruction on
handling customers. This takes the form of both web-supported
e-learning and face-to-face instruction to prepare staff for
visitors to the Heidelberg booth.
"For Heidelberg, the success of our customers is our
most important asset. The commitment of our employees is the key to
this success. No other company in the print media industry invests
as much in this area as Heidelberg," says Adriana Nuneva,
Senior Vice President and Head of Marketing at Heidelberg.
The integrated campaign was produced in cooperation with the
international advertising agency Michael Conrad & Leo Burnett,
Generators-Communication and Etronixx GmbH. Stengele + Cie. and
Born + Strukamp also played an active role in designing and
constructing the trade show booth.
Heidelberg's drupa 2004 advertising campaign:
"Created with Passion. Made for Success."
For further information:
Heidelberger Druckmaschinen AG
Tel.: +49 (0)6221 92 50 77
Fax: +49 (0)6221 92 50 46