Heidelberg’s recent marketing strategy to provide integrated customer solutions through specialized 1:1 engagement has gained traction over the normally slow summer months. The OEM added that through this more focused approach, Heidelberg has not only maintained tradeshow presence through its working relationship with industry partners such as Masterwork at Graph Expo, but also through more one-on-one events at its Technology Center in Kennesaw, Georgia, as well as 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 of Equipment. “Road shows, open houses and consultation are certainly not new, and have historically been done in parallel with tradeshows. Ultimately, to serve them best, we need to get out to customers to have the 1:1 discussions.”
With the help of such events, Heidelberg USA has experienced a sizable increase in orders throughout the summer months. In the past 6 weeks alone, over 80 new sheetfed units have been sold across all market segments. Most notable was the balance of products across various formats in the weeks leading up to Graph Expo. These included:
- 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
- Speedmaster CD 102-6+L with UV (2 units)
- Speedmaster CD 102-6+L (2 units)
- Speedmaster XL 75-6+LYYL Anicolor with UV
- Speedmaster XL 75-5+L
In May, Heidelberg hosted a Digital Open House at its Technology Center to showcase its expanded collection of new digital products including its 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 Canada and the U.S., the Linoprint CV has actually doubled its targets for the year.
Heidelberg’s Linoprint CP, its 130 page-per-minute digital press, is set to be installed in its Technology Center alter this month. Heidelberg USA plans to launch its Prinect Digital Front End controller and workflow software for the Linoprint CV and CP by November.
The OEM’s postpress market segment sales also increased during the summer months. In the USA 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 also continued to rise.
Its growing relationship with industry partner Masterwork resulted in the successful debut of the Promatrix at Graph Expo 2015. To further expand its post-press packaging offerings, Heidelberg will soon add the Diana Smart 115 Folding Carton Printer with additional options for inspection, ejection and a 4/6 corner module.
