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Heidelberg Marketing Strategy Proves Successful


Kennesaw, Ga., – After a productive summer, Heidelberg’s strategy to provide integrated customer solutions through specialized 1:1 engagement has proven highly successful. With this strategy, Heidelberg continues to demonstrate unrivaled achievement and commitment to its customers and the printing industry at large.

Through this more focused approach, Heidelberg has not only maintained trade show presence through its working relationship with industry partners such as Masterwork at Graph Expo, but also through more intimate events at their Technology Center in Kennesaw and hosted events at customer sites.

“We pride ourselves on a consultative approach to ensure the customer buys what’s best for their business. That’s best done on a 1:1 basis,” said Andy Rae, Senior Vice President, Equipment. “Road shows, open houses and consultation are certainly not new, and have historically been done in parallel with trade shows. Ultimately, to serve them best, we need to get out to customers to have the 1:1 discussions.”

Sheetfed - it’s all about productivity!

Just this month, Heidelberg hosted an open house at Keno Graphics in Shelton, Connecticut. Customers who attended the event saw live demonstrations of their new Speedmaster CD 102 with X-Package along with the rest of the shop’s updated portfolio of Heidelberg products including a Suprasetter CtP, Stahlfolder TH 82 and Prinect workflow.

With the help of such events, Heidelberg USA has experienced a sizable increase in orders throughout the summer months. In the last 6 weeks alone, over 80 new sheetfed units have been sold across all market segments. Most impressive is the balance of products across various formats in the weeks leading up to Graph Expo, including:

  • Speedmaster XL 106-8+LYYL Elevated with logistics and UV
  • Speedmaster XL 106-8+L with CutStar and UV
  • Speedmaster XL 106-6+L
  • Speedmaster SX 102-8P+L
  • (2) Speedmaster CD 102-6+L with UV
  • (2) Speedmaster CD 102-6+
  • Speedmaster XL 75-6+LYYL Anicolor with UV
  • Speedmaster XL 75-5+L

Doubling Digital

In May, Heidelberg hosted a digital open house at its Technology Center to reveal its expanded collection of new digital products including the Linoprint CV and CP.

“Customer-focused events enable Heidelberg to demonstrate the success of our strategy and allow visitors to experience the evolution of our portfolio,” said Juergen Grimm, President of Heidelberg Americas. “Customers not only see first-hand the ways in which these new products enhance the current landscape, they also gain valuable insight into new, future-facing products Heidelberg is already developing.”

At the end of August, Heidelberg sold its 600th Linoprint digital press and has received over 125 new orders for its Linoprint CV worldwide. In both the United States and Canada, the overwhelming sales success at Heidelberg for the Linoprint CV has doubled its targets for the year.

Heidelberg has just launched the Linoprint CP, its 130 page-per-minute digital press, promising high performance and quality with a breadth of applications matching or exceeding competitors’ while reducing print manufacturing costs to ensure customer profitability. The new machine is set to be installed in the Technology Center this week.

Heidelberg USA plans to launch its Prinect Digital Front End controller and workflow software for the Linoprint CV and CP by November of this year.

Postpress Promotion

The postpress market segment of Heidelberg has steadily increased in the summer months as well. In the United States alone, Heidelberg has sold 2 to 3 cutters every week since April 1 in all three major areas: stand-alone cutters, cutting systems and cutting systems for die cut and square-cut labels. To add to the steady increase, activity in buckle plate folders and combination folders has continued to rise as customers realize the importance of productivity and efficiency in the postpress department as well as in the press room

The growing relationship with industry partner Masterwork has proven positive after the successful debut of the Promatrix at Graph Expo 2015. To further expand their offering in the postpress packaging arena, Heidelberg will soon add the Diana Smart 115 with additional options for inspection, ejection and 4/6 corner module.

To enhance their portfolio, POLAR added the BC 330 single knife, three-side trimmer for short-run digital and offset perfect bound and saddle stitched books last fall. Additionally, Digicut, POLAR’s new 29” format laser cutting system is set to launch this fall.

The HEI Way to Success

Heidelberg continues to optimize the mix by educating customers through 1:1 engagement with their experts at seminar events and partnering with industry leaders at both major and smaller trade shows. With a thriving summer under its belt, Heidelberg remains confident that through tailored solutions, this approach will lead their customers to lasting profitable benefits.

Media contacts:

Andy Rae
Senior Vice President - Equipment
Heidelberg USA

Jean-Marie Hershey
Write Hand Communications for Heidelberg USA

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