Tag Archives: Multi-Channel

ValueDialog — Christian Kopocz: “Multichannel ensures relevance!”

February 8, 2016

Basic Topics on Innovation, CEO Talk on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Trends @ Graphic Communications, Valuable Advice, Value Innovation

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”Multichannel demands quite a bit new from our members as marketing service providers: Focus is on business transformation and expanded expert knowledge on the impact of digitalisation.“ —Christian Kopocz

Christian Kopocz struck out in a new direction from being a businessman with marketing experience. Some 10 years ago, he became a multichannel communications entrepreneur and has been involved in his own small companies ever since. At home and abroad, he campaigns for the dynamic development of multichannel services. In his many years as a member of the Board of Directors and since January 2016 as the Executive Director of the XMPie Users Group (XUG), he took a firm stance: Market and customer orientation are the measure of all things, coupled with consideration of cultural peculiarities. In summer 2015, he initiated the 1^st European XUG Conference on the topic of multichannel innovation in Berlin, doing so in a very short time using multichannel communication. More than 130 participants came from 17 countries! The response was overwhelming. Bingo!

Interview: Andreas Weber | Click to access the german text version

You have an excellent overview through XUG of highly topical issues surrounding multichannel communications. What is of greatest concern at the moment?

Christian Kopocz: We have been successfully supporting our members for years through the XUG in the use and marketing of campaigns and solutions created with XMPie. Technical implementation, tips, tricks and closeness to the XMPie developer team are always in great demand. Since last year particularly, we have noted increased interest in case studies, practice-oriented approaches and marketing support.

What new challenges do you derive from that?

Christian Kopocz: Multichannel demands quite a bit new from our members as marketing service providers: Focus is on business transformation and expanded expert knowledge on the impact of digitalisation. Another thing is that access to the customer is no longer what it used to be: In place of or in addition to the purchasing managers, marketing managers as well as decision-makers for CRM, social media, web, e-mail marketing, etc. need to be in on the talks to be able to act powerfully. In addition to time and patience, all that requires the corresponding knowledge, which we will be focusing on with XUG this year in particular. Especially with regard to drupa 2016, the world’s leading trade fair for graphic communications, where multichannel is positioned as one of the six themes highlighted.

How do you personally define the term multichannel?

Christian Kopocz: The customer decides how, when and where he would like to be addressed. For me, multichannel is the communication of relevant content to the preferred channels of the customer!

Where do we stand today as to how the whole topic of multichannel communications will change with regard to the IoT/Industry 4.0?

Christian Kopocz: Fridges that order lactose-free milk from Amazon… A horror for some, a blessing for others. The concept of the IoT can indeed make our lives easier and more comfortable. As long as everyone knows how to deal with it, that is. If in the end, it is not even noticed how and where IoT simplifies our lives, then it has fit in. This requires intuition in the development phase, and particularly when it comes to market positioning. To know what the customer needs and from that develop an application, that is what the requirement should be — not “do or die!” These changes in customer demand caused by digitalisation and automation are clearly on the table!

What are the consequences for service providers?

Christian Kopocz: Both today and tomorrow, service providers are and will be constantly required to think ahead and become pro-active. I see that as a real mammoth task since up to now, even with multichannel innovations, everything was undertaken in a very linear manner: Investment was made in a new business model that was brought to market and then practically, like a loan repayment, was worked off monthly. Less thought was given to continuous, 100% customer-oriented, sustained development and none at all to it as an investment in the future. The result was then often in the form of bad figures. It doesn’t have to be that way at all: Stay curious and don’t let the contact with your customer flag – that will always take you to your goal!

Thanks for the inspiring talk. Happy to keep in touch and to see you at drupa 2016 in Düsseldorf.

Read as well great insights shared by XUG members:

ValueDialog — Renato Vögeli, Vögeli AG, Switzerland:
Multichannel turns communication into a personal experience!

ValueDialog — Patrick Donner, TraffIC Print Online Solutions GmbH, Germany:
New take on multichannel communications: “There is no either/or!”

ValueDialog — Renato Vögeli: Multichannel turns communication into a personal experience!

February 7, 2016

CEO Talk on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Valuable Advice, Value Art & Communication, Value Innovation

3 Comments

It’s worth a visit to the beautiful Emmental region of Switzerland. Here I met up with Renato Vögeli in his family-run business. Vögeli AG has firmly established itself as a solutions provider for “marketing production and printing”. Their expertise in multichannel solutions and print in the communications mix attracts interest beyond just Switzerland. Renato Vögeli focuses less on disruption than on a careful step-by-step process to take customers along on a journey, keeping in mind their sensitivities and their needs. I call that quite simply first-class “communications empathy”! —

Interview: Andreas Weber | Click for the german text

Key messages: Fulfil customer wishes. Create trust!

In focus: Fulfil customer wishes, create individual experiences.
The particular: The target group is taken along on a journey in a mix of online and offline that offers various points of contact.
The result: Multichannel communications ensures optimal customer connectivity, creates trust and brings the personal relationship with the customer to a higher level!

There are many definitions, some conflicting, for the term multichannel communications. What is yours?

Renato Vögeli: We understand multichannel communications to be the individual addressing of the target group across various channels in order to reach the individual wherever he or she may be. With that, we can take the target group along on a journey in a mix of online and offline that offers various points of contact.

What are the consequences of that?

Renato Vögeli: In a certain sense, we are always thinking of the target group and their sensitivities. To fulfil their wishes, we accompany interested parties through multichannel communication who engage in it on the basis of trust and their actual needs. This has to happen at the right time, in the right way and on the right track. Unlike in advertising, we do not want to create any needs, but rather specifically address latent ones.

What are the prerequisites for this form of “communications empathy”?

Renato Vögeli: There are three decisive factors. First, you need to know exactly where and how to reach your target group. Second, this is not about advertising products, but about creating added value, the enrichment, that is important to the customer. And third: you cannot and should not tempt people with offers that do not make them happy or that are not even necessary. Even if you could earn a lot of money from it. Mutual success is what matters and in our opinion multichannel communications is the appropriate way. The more so, as we can better control and measure the success.

Based on your experience, what are the factors that inhibit the marketing of multichannel services/solutions?

Renato Vögeli: The crux is that whenever we offer new clients our innovative solutions, we always attract their interest. But new and complex things also cause anxiety or raise doubts. Many feel uncertain. Then comes the question: What are others doing?

… and why is that?

Renato Vögeli: Initially, innovations are very abstract and fulfil their purpose only if they can be individually employed. Citing examples of others may be inspiring, but are rarely suitable for oneself. After all, there are many possibilities and channels that can be employed. Successful teamwork is therefore difficult at first to reconstruct, especially since you have to bring together many parties on the customer’s side. Here’s an easy example: Marketing relegates a task to IT who has too little background knowledge as to the purpose and objectives of the action. The art is in being able to bring together the right project team from the beginning based on a concrete common objective. It is easier for us to bring together the right decision-makers as a homogenous group so that everyone is pulling together in medium-sized companies than it is in large firms or corporate groups.

Can you give us some examples from your experience?

Renato Vögeli: The following was a tricky case. In a banking company, they wanted to know immediately if similar innovation projects were being conducted in other departments in the same building. That means that in large firms it is difficult to develop an overall strategy to generally answer the question that leads to success through multichannel communications: How can we jointly manage to address our customers individually across all channels?

Very open to multichannel communications are basically all sectors that, due to their customer structures and faster sales cycles, are heavily reliant on innovation, particularly, for example, in trade. Here we no longer talk in the beginning about how one can do something, but rather the benefits that come from new solutions. That changes the task of sales enormously. Focus is on optimisation, efficiency and a change in thinking. You cannot sell multichannel communications as a product off the rack. Targeted solutions are what count.

Image Gallery

List of wishes

Guest Book

Wedding Tooll: Landingpage

Stats

Wedding Party

Online Registration

What does that mean for the marketing of multichannel communication?

Renato Vögeli: Marketing multichannel communication means that you have to listen, analyse and advise to arrive at a specific solution. For us, that means initiating processes that pique curiosity and stir up enthusiasm. We have employed sales specialists who do not come from a traditional sales background for print or media products, but rather who deal with marketing issues. We spread knowledge about multichannel communication early on through seminars and presentations. Today, we approach customers in a targeted way with workshops that are geared specifically to the needs of that customer in order to work out possible solutions.

With regard to the digitalisation of all business processes that is inevitably fast-forwarding us into a new dimension via the Internet of Things and Industry 4.0: What remains? What needs to be rethought?

Renato Vögeli: Digitalisation is clearly charting the course, but at the same time is a natural part of multichannel communications for minimising effort. Up to now, we have focused on reproducing our customer’s marketing processes in B2B portals that we call marketing portals. In the end, they are web shops, developed also in conjunction with third-party providers, for standardising ordering processes and making them more flexible.

Sample for a Web shop created by Vögeli AG

How will multichannel services change?

Renato Vögeli: Individual projects will increasingly turn into perpetual, integrated communications campaigns that permanently promote customer connectivity. The web shops we create, for example, can be optimally combined with multichannel communications activities. Events, for instance, are predestined for this. Focus is on the when, where and how that we can individually augment with images, maps created through geo-mapping, etc., to enthuse the person invited in a multimedial and very personal way. From the sending of invitations, an interactive campaign is then established that offers great benefit through extended communications possibilities that can also be continued after the event…

… are you technologically equipped for that step?

Renato Vögeli: Thanks to our XMPie software, we are fully equipped technically for that. Our strengths lie, among other things, in that we can integrate customer addresses from ERP systems to be combined in the mix of print mailings with PURLs [personalised websites with protected customer data], e-mails, text messages, etc. for a package solution. Everything that happens in the dialogue with the customer can be immediately measured, documented and evaluated to be of use for subsequent activities. This occurs automatically and reduces effort significantly.

That means we decisively help our customers in that respect to intensify the contact with their customers over the long term so that emotions and expectations are sustained. In the end, it is all about the personal relationship, not just the administration of contacts in databases. In B2B particularly, that is the key!

Thank you for the great conversation. See you again soon, maybe in the beautiful Emmental valley. Or lastest at drupa 2016.

Contact:

Vögeli AG Marketingproduktion & Druck
Sägestrasse 21-23
CH-3550 Langnau
T. +41 (0)34 409 10 10
voegeli@voegeli.ch

ValueDialog — Renato Vögeli: Multichannel macht Kommunikation zum persönlichen Erlebnis!

February 7, 2016

CEO Talk on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Posts in German Language, Trends @ Graphic Communications, Valuable Advice, Value Art & Communication, Value Innovation

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Ein Besuch im wunderschönen Schweizer Emmental lohnt sich. Hier trifft man Renato Vögeli in seinem Familienbetrieb. Die Vögeli AG hat sich als Lösungsanbieter für „Marketingproduktion & Druck“ bestens etabliert. Die fundierte Expertise für Multichannel-Lösungen und Print im Kommunikationsmix findet über die Schweiz hinaus Beachtung. Renato Vögeli setzt dabei weniger auf „Disruption“ als auf eine umsichtige Schritt-für-Schritt-Vorgehensweise, um Kunden in ihrer Befindlichkeit und gemäß ihren Bedürfnissen auf eine Reise mitzunehmen. Ich nenne das ganz einfach „Kommunikations-Empathie“ vom Feinsten!

Interview: Andreas Weber | Click to access english text version

Kernaussagen: Wünsche erfüllen. Vertrauen schaffen.

Im Fokus: Kundenwünsche erfüllen, individuell erfahrbare Erlebnisse schaffen.
Das Besondere: Das Zielpublikum wird im Mix von Online und Offline auf eine Reise mitgenommen, die verschiedenste Berührungspunkte bietet.
Das Ergebnis: Multichannel sorgt für optimale Kundenbindung, schafft Vertrauen und hebt das persönliche Verhältnis zu Kunden auf eine höhere Ebene!

Für den Fachbegriff Multichannel gibt es viele, teilweise widersprüchliche Definitionen. Wie lautet Ihre?

Renato Vögeli: Wir verstehen unter Multichannel die individuelle Ansprache des Zielpublikums über verschiedene Kanäle, um den Einzelnen dort anzusprechen, wo er sich aufhält. Wir können damit das Zielpublikum im Mix von Online und Offline auf eine Reise mitnehmen, die verschiedenste Berührungspunkte bietet.

Welche Konsequenzen ergeben sich daraus?

Renato Vögeli: Wir denken im gewissen Sinne stets vom Zielpublikum und seiner Befindlichkeit aus. Um Wünsche zu erfüllen, begleiten wir durch Multichannel Interessenten, die sich darauf einlassen, auf Basis von Vertrauen und ihrer tatsächlichen Bedürfnisse. Dies muss im richtigen Moment, auf die richtige Art und Weise, auf dem richtigen Weg erfolgen. Anders als in der Werbung wollen wir keine Bedürfnisse wecken, sondern latent vorhandene konkret ansprechen.

Welche Vorraussetzungen braucht diese Form der „Kommunikations-Empathie“?

Renato Vögeli: Drei Faktoren sind ausschlaggebend. Man muss erstens genau wissen, wo und wie die Zielgruppen erreicht werden. Zweitens geht es nicht um das Bewerben von Produkten, sondern um das Schaffen von Mehrwerten, die das Bereichern, was für den Kunden wichtig ist. Und Drittens: Man kann und darf Leute nicht mit Angeboten verführen, die nicht glücklich machen oder gar nicht nötig sind. Selbst wenn man damit Geld verdienen könnte. Der gemeinsame Erfolg ist das Entscheidende und dazu ist Multichannel in unserer Sichtwiese der geeignete Weg. Zumal wir den Erfolg besser steuern und messen können.

Was sind aufgrund Ihrer Erfahrungen bei der Vermarktung von Multichannel-Services/-Lösungen die Hemmfaktoren?

Renato Vögeli: Der Knackpunkt ist: Wenn wir einem Neukunden unsere innovativen Lösungen anbieten, stoßen wir immer auf Interesse. Aber das Neue und Komplexe macht auch Angst oder schürt Bedenken. Viele fühlen sich unsicher. Daher kommt die Frage: Wie machen das andere?

… und woran liegt das?

Renato Vögeli: Innovationen sind zunächst sehr abstrakt und erfüllen ihren Zweck, wenn sie individuell nutzbar sind. Beispiele anderer können inspirieren, taugen aber nur selten für einen selbst. Denn es gibt viele Möglichkeiten und Kanäle, die einsetzbar sind. Das erfolgreiche Zusammenspiel ist darum zunächst schwierig nachzuvollziehen, zumal man auf Kundenseite viele Parteien zusammenbringen muss. Einfaches Beispiel: Marketing verweist an die IT, die dann aber zu wenig Hintergrundwissen zu Sinn und Zielen der Aktion hat. Die Kunst ist also, dass man von Anfang an die richtigen Projektteams zusammenführen kann, auf Basis einer konkreten gemeinsamen Zielsetzung. Bei mittelständische Firmen gestaltet es sich für uns einfacher als bei Großfirmen oder Konzernen, die richtigen Entscheidungsträger als homogene Gruppe zusammenzubringen, damit alle an einem Strang ziehen.

Können Sie Beispiele aus Ihrer Praxis nennen?

Renato Vögeli: Ein kniffliger Fall war folgender. Bei einem Bank-Unternehmen wollte man sofort wissen, ob im selben Haus mit anderen Bankabteilungen bereits ähnliche Innovationsprojekte vorangetrieben werden. Das heisst, in Grossunternehmen ist es schwierig eine Gesamtstrategie zu entwickeln, um generell die Frage zu beantworten, die per Multichannel zum Erfolg führt: Wie schaffen wir es gemeinsam, unsere Kunden individuell über alle Kanäle hinweg anzusprechen?

Sehr offen für Multichannel sind aber grundsätzlich alle Branchen, die aufgrund der Kundenstrukturen und schneller Verkaufszyklen auf Innovationen dringend angewiesen sind, vor allem etwa im Handel. Hier sprechen wir zu Beginn nicht mehr darüber, wie man was machen kann, sondern über den Nutzen, der aufgrund neuer Lösungen entsteht. Das verändert die Aufgabe der Vertriebsarbeit enorm. Optimierungen, Effizienz und Umdenken stehen im Fokus. Man kann Multichannel nicht als Produkt von der Stange anbieten. Es zählen gezielt Lösungen.

Wedding Tooll: Landingpage

Wedding Party

Online Registration

List of wishes

Image Gallery

Guest Book

Stats

Was bedeutet das für die Vermarktung von Multichannel?

Renato Vögeli: Multichannel zu vermarkten heisst, man muss zuhören, analysieren und empfehlen, um zu spezifischen Lösungen zu gelangen. Das heisst für uns, Prozesse zu initiieren, die Neugier und Begeisterung wecken. Wir haben Vertriebsspezialisten eingestellt, die nicht klassisch aus dem Vertrieb für Drucksachen oder Medienprodukten kommen. Sondern die sich mit Marketingthemen beschäftigen. Wir haben auch schon früh mit Seminaren und Vorträgen Wissen rund um Multichannel vermittelt. Heute gehen wir gezielt auf Kunden zu mit Workshops, die sich konkret am Bedarf des Kunden orientieren, um Lösungsmöglichkeiten zu erarbeiten.

Mit Blick auf die Digitalisierung aller Geschäftsprozesse, die zwangsläufig via Internet-of-Things und Industrie 4.0 in neue Dimensionen vorstößt: Was bleibt bestehen, was muss neu durchdacht werden?

Renato Vögeli: Die Digitalisierung gibt ganz klar die Richtung vor, ist aber zugleich natürlicher Bestandteil Teil der Multichannel-Kommunikation, um den Aufwand zu minimieren. Bislang liegt der Schwerpunkt darauf, die Marketing-Prozesse der Kunden bei uns abzubilden, über B2B-Portale, die wir Marketingportale nennen. Letztlich sind das Web-Shops, auch in Verbindung mit Drittanbietern, um Bestellprozesse zu standardisieren und zu flexibilisieren.

Beispiel für einen der Web-Shops, die Vögeli AG betreibt.

Wie werden sich Multichannel-Services verändern?

Renato Vögeli: Einzelprojekte werden sich zunehmend in dauerhafte, durchgängige Kommunikationskampagnen wandeln, die Kundenbindung dauerhaft fördern. Die von uns geschaffenen Web-Shops zum Beispiel lassen sich bestens kombinieren mit Multichannel-Aktivitäten. Prädestiniert sind zum Beispiel Events. Im Fokus stehen das Wann, Wo, Wie, das wir individuell mit Bildern, Karten per Geomapping etc. anreichern können, um die Eingeladenen „multimedial“ und ganz persönlich zu begeistern. Aus dem Versenden von Einladungen wird dann eine interaktive Kampagne, die hohen Nutzen durch erweitere Kommunikationsmöglichkeiten eröffnet und auch nach dem Event weitergeführt werden kann…

… sind Sie für diesen Schritt technologisch gerüstet?

Renato Vögeli: Technisch sind wir mit unserer XMPie-Software dafür bestens gerüstet. Unsere Stärke liegt unter anderem darin, Kundenadressen aus ERP-Systemen einbinden zu können, die wir im Mix von Print-Mailings mit PURLS [Personalisierte Websites], Emails, SMS etc. zu einer Gesamtlösung verbinden. Alles, was im Kundendialog passiert, ist sofort messbar, dokumentiert und auszuwerten, um für nachfolgende Aktivitäten genutzt zu werden. Dies erfolgt automatisiert und reduziert den Aufwand erheblich.

Das heisst, wir helfen unseren Kunden ganz entscheidend darin, die Kontakte zu Ihren Kunden nachhaltig zu intensivieren, um Emotionen und Erwartungen aufrecht zu erhalten. Es geht letztendlich um das persönliche Verhältnis, nicht nur um die Verwaltung von Kontakten über Datenbanken. Gerade im B2B ist das entscheidend!

Besten Dank für das informative Gespräch. Und bis bald im schönen Emmental. Oder spätestens auf der drupa 2016.

Kontakt:

Vögeli AG Marketingproduktion & Druck
Sägestrasse 21-23
CH-3550 Langnau
T. +41 (0)34 409 10 10
voegeli@voegeli.ch

ValueDialog — New take on multichannel communications: “There is no either/or!”

February 7, 2016

Basic Topics on Innovation, CEO Talk on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Trends @ Graphic Communications, Valuable Advice, Value Art & Communication, Value Innovation

3 Comments

Patrick Donner, founder and managing partner of TraffiC in Brunswick, Germany, has been a multichannel communications entrepreneur right from the very start – and with a pronounced penchant for communications of value. For him, there is no either/or. He takes everything that makes communicating across media highly effective and capable of drawing strong response into consideration for his innovative solutions. That is why his company slogan “Print, Direct Marketing, Digital Media” has now become “Print. Online. Solutions.”.

Interview: Andreas Weber | German text version by click

Key messages and tips for successfully employing multichannel communications:

Graspable: Tactile messages take on more value through digitalisation as they are strongly sensory and more eye-catching and extremely stimulating online.
Acceptance: Reduce complexity, erase fears, strengthen the exchange of knowledge and interlinking, and create transparency.
Flexibility: Multichannel communication is more individual, more interactive, more customer friendly and more market oriented than any other medial means of communication.

There are many definitions, some conflicting, for the term multichannel communications. What is yours?

Patrick Donner: We at TraffiC define multichannel communications quite specifically and very pragmatically: bringing communications from different media together with focus on print, e-mail, web and social media. The aim is to bring about emotional experiences that effectively deliver a haptic sensation via print as well as the speed and round-the-clock availability of digital communication. Here, individuality in the interlinking of print and online is the key to attracting the interest of the communications partner. To our way of thinking, multichannel communication creates effective personal experiences as opposed to the ‘one-for-all actions’ that are otherwise customary.

Is print an important pillar for you in multichannel communications?

Patrick Donner: Absolutely. Communicating only “digitally” is not enough. For online actions, print is quite a significant enhancer for making the multichannel experience the most ‘graspable’. Grasping in both senses of the word are mutually dependent, an evolutionary part of our existence that is characterised by the senses. Printed matter not only presents content attractively, it makes it a sensory and strong experience.

Based on your experience, what are the factors that inhibit the marketing of multichannel services/solutions?

Patrick Donner: Our focus on “Online. Print. Solutions.” permits us to use multichannel communication as a firm base for a customer- and market-oriented solutions business that achieves its greatest success through scalable campaigns in our customers’ dialogues with their customers. There are actually no real inhibiting factors. There are just doubts that are either reasonable or unsubstantiated. That is partly due to the differing degrees of knowledge in dealing with data. All too often, there are technical and legal misunderstandings that come up that make it difficult to clearly see what makes sense, what is allowed or not allowed. On the other hand, from the customer’s side, intensive interdisciplinary dialogue and the bringing together, for example, of print buyers with those responsible for online marketing is not highly developed if they are allocated to different departments within the organisation. Often the necessary IT interfaces are then not available which puts the brakes on the development of multichannel communication. A third factor is anxiety about the complexity of multichannel communication.

What do you do to fight this? Which success factors do you employ?

Patrick Donner: We provide the best possible transparency, clarity and flexibility, not least through the smart Marketing Cockpit of our XMPIe software architecture. Our demos and case studies are well-received because we do not just produce media products, but, as a solution provider, offer campaigns that can be measured in real time, thanks to clear technical structures and processes. We reduce or completely erase the fear of complexity because we offer value-added services. Customers feed us their content, as usual, and we transform it so that it can be used for multichannel communications. No additional time is spent by the customer and the costs are clear in advance, just as are the increasing chances of success. The art lies in being able to portray this and that is the great benefit of multichannel communications: there is lucrative potential in value-added solutions!

What added value do you get by employing multichannel communications?

Patrick Donner: We obtain greater response, in any case, that is well proven through sample campaigns as well as in the initial stages. As I said, our strength lies in the interlinking of print and online. Customers know from their own experience that in direct marketing, for example, e-mail marketing alone achieves little effect because so much is sent by e-mail these days. The receiver is overwhelmed. Multichannel communication campaigns permit the precise catering to specific communications needs and sensitivities. Campaign content as well as the time frame can be changed or optimised “on-demand” in order to achieve marketing objectives and develop them. We provide the measurement data for that.

Can you give us some examples from your experience?

Patrick Donner: A very good example are recalls in the automotive sector. These have to be carried out quickly and reliably. Moreover, it must be guaranteed that the vehicle user is not only informed, but also reacts. We have campaigns that provide recourse to the user’s vehicle per PURL [personalised website with protected customer data] and capture the reaction of the vehicle user. We then transfer the data to the IT system of the automotive firm.

Does your multichannel communications concept also work with new customer acquisition or for expanding regular customer business?

Patrick Donner: Sure! Superbly! My favourite example with measureable validated data is this: 40,000 policyholders were to be addressed by multichannel for prolonging their expiring policies in three phases: 1. Print mailing, 2. E-mail follow-up through PURL. 3. Thank-you to the policyholders. The result: More than 30%, or 14,031 policyholders to be precise, extended their policies. What was fascinating: Of those, 6,619 responses were ‘analogue’ by postcard, the others online through PURL. No one at the insurance agency had expected that; at first, they had wanted to do away with the printed postcard. Now everyone knows: in communications, it is best to let the end consumer have the freedom to choose between digital and analogue!

How will multichannel services change with regard to the digitalisation of all business processes that is inevitably fast-forwarding us into a new dimension via the Internet of Things and Industry 4.0?

Patrick Donner: Our solutions are designed to meet the challenges of Industry 4.0. In the communications of our customers with their customers, everything is pretty much automated. Job, workflow and project management is all digital. The “fault” lies in the transformation of the content. There is already partial automation in this area, though. Likewise, the “automated” switching from analogue (via print) to digital (per web and social media), since with XMPIe software all content is already on file and automatically transformed.

What will remain and what will need to be rethought?

Patrick Donner: On the customer side, many companies will rethink the topic of multichannel communications, adjust themselves organisationally and technically for this and give multichannel communications a much higher profile in their own company. Multichannel communications will thus become more popular and gain in significance – because there is no either/or in communication! As far as print is concerned, we are highly stable and secure for the coming years, thanks to our innovative premium digital print solutions. Things are trickier when it comes to online. Because of the boom in mobile communications, there is a growing diversity of requirements for content design which is closely linked to the distribution and display on screens. We will certainly have to process some things manually for quite some time since current tools do not allow otherwise or since content still has to be thought out as before and edited to a certain extent. We are always on the ball, though, and right at the forefront!

Thanks for the great and inspiring conversation.
We’ll meet latest at drupa 2016 in Düsseldorf/Germany.

Contact:

Traffic Print · Online · Solutions GmbH
Heesfeld 7 – 8
38112 Braunschweig | Germany
Telefon: +49 531 256 32 0
Telefax: +49 531 256 32 22
E-Mail: info[at]traffic-bs.de

ValueDialog — Multichannel leads to sustainable business success in the digital age!

February 6, 2016

12 Comments

Interview by Andreas Weber | Click to access german version

It is always a great honor and pleasure to carry on a conversation with Jacob Aizikowitz, President XMPie, a Xerox Company. He was a pioneer in one-to-one communication solutions driven by technology innovations when he started XMPie to enable Cross Media, VDP and Web-to-Print applications. His expertise is unique because he is able to bridge his profound technical knowledge with market needs that anticipate customers’ demand. No wonder that XMPie today is one of the most advanced multichannel solution providers around the globe. Nevertheless there are a lot of news to talk about. —Note: right at the beginning of 2016 Jacob and his team sharpened what they do. They created a new Web platform to share their state-of-the-art multichannel knowledge, headed by the claim: MANY CHANNELS. ONE CONVERSATION.

At a glance:

Discover: Multichannel gives the smart collaboration of print and online a new dimension.
Participate: XMPie’s Cross Media 2.0 opened the door to everybody doing digital media to contribute / participate in multichannel with print using XMPie personalization technology.
Crucial: to understand the business and to understand the technology.
The biggest challenge: automation of the conversation.
The Target: to achieve ’One Conversation’, practically with no constraints on what and how one does in the digital media.
Outlook: embrace digital innovation to transform applications. Best example: packaging. Via multichannel, packages will become the starting point of a conversation between the brand and its consumers.
drupa 2016: a great place to experience the power of multichannel!

Jacob’s key message:
”It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points”.

PART 1

Focus on multichannel innovation

Before we start our conversation: What is your definition of ”multichannel“?

Jacob Aizikowitz: Interacting with your audience — customers, partners, prospects — with individually relevant and timely communications across time and along touch points that span the media spectrum from print to digital. — One should say: “One Conversation”. — Without that, the communications might be technically multichannel but not appear to the audience as a continuous interactive and relevant individualized dialogue. Achieving “One Conversation” is the tough part (especially when multichannel includes print). This is exactly where technology comes in to make it possible without endless and impractical team coordination that sometimes spans different organizations (e.g., the brand, its print agency / provider, its digital agency …).

Back to the future: You started more than 15 years ago as a pioneer with a 121 approach to innovate print production and marketing services processes. Nowadays it is all about multichannel in a digital world. How does that matter?

Jacob Aizikowitz: Good question. First of all, in a digital world it is so important not to forget that Print is still important. For all of us. It would be great if more enterprises and brand owners point that out. Secondly, in founding XMPie we observed that for the marketing professionals personalization equated with Internet. And we knew that personalization is also possible in digital printing. This triggered our vision to bridge print and digital for personalization. Such a vision enabled the marketing professional to practice personalization as a strategy and not as a media choice. Such a vision enabled the evolution of Multichannel.

What kind of changes in mindset or improvements did you made?

Jacob Aizikowitz: Now, through the years, we evolved our direction, adding Web2Print, adding analytics, and adding campaign planning and automation (Circle). We realized that these business applications became relevant to the marketing professionals and to service providers who want to upgrade the type of services they provide. Most recently — end of 2015 — we changed dramatically our approach to cross media, introducing Open XM and Cross Media 2.0 (all with our 8.0 software release for PersonalEffect).

Read as well:
”Ten Steps to Hitting the Sweet Spot with Your Multichannel Campaign“

What is the benefit?

Jacob Aizikowitz: With Cross Media 2.0 we opened our solution to enable our customer to use any choice of web design / development tools, not constraining them to one specific tool that comes with the solution. This made our solution an open platform, enabling state-of-the-art digital while still using the XMPie personalization so that print and digital — while being each state-of-the-art — will be synergistic, consistent, and effective. The heart of Cross Media 2.0 is the Open XM Technology stack. It allows one to use, say, WebStorm, WordPress, just plain HTML, and also, our Dreamweaver plug-in, all interchangeably, while developing communications for digital. It also allows to develop mobile apps and responsive designs. In a way it allows the digital designer / developer to continue using their tools and their workflows while developing individualized communications that are automatically consistent and synchronized and synergistic with the individualized communications that are developed for the print media.

… so your focus was always on technology innovation?

Jacob Aizikowitz: Yes and no. Most important was that we learned through the years what the customers of our customers wanted. Those are business people and they need business tools to manage marketing and communication campaigns properly. So we integrated responses via Web/PURLs and we established business analytics available via dash boards. Finally we learned and promoted: multichannel includes multitouch functionalities!

Sounds that you made a very interesting journey…

Jacob Aizikowitz: …indeed. But what we never changed is our original design. Our fundamental view was right and still is! From the very beginning we give a lot of value to our customers helping them find the right balance of technology and client needs. It is always important for us to understand the business as well as to understand the technology.

In summary, what is the secret of all those technical inventions you made via XMPie?

Jacob Aizikowitz: There are three main aspects: 1. Understanding the market and where its going. 2. Understanding how to apply technology in an innovative and elegant way in order to enable the market trends and address its emerging needs. 3. A holistic view at solutions, which was also reflected in our tag line: One to One in One.

In my understanding XMPie’s success is a result of a perfect team work. What are the top criteria to characterize that?

Jacob Aizikowitz: I agree. Team work is a must. Our top criteria are: Smart people who bring new dimensions and flavours of technologies. — Alignment which is focused on the customer. — An open culture to exchange opinions frankly and in a very creative way.

Digitalisation changes everything — all kind of biz, marketing and communication processes. IoT and Industry 4.0 make big progress to automate what we have to do. Is this a threat or a chance?

Jacob Aizikowitz: Tough question but not that difficult to answer. IoT means everything is connected. So in fact we have more data to deal with. That works well because we are already familiar in handling huge amounts of data. Industry 4.0 is driven by automation. — What I feel is that personalization and the ability to interact across time and media touch points are very much related to IoT and Industry 4.0. So, these are synergistic trends.

What is the biggest challenge?

Jacob Aizikowitz: The big challenge in my view: automation of the conversation. Therefore we made a big progress and are able to offer a special solution, named Circle which leads you from storyboarding to campaign automation.

Note: Circle is a Software-as-a-Service (SaaS) solution for managing your multichannel plus multitouch marketing campaigns. Users can track results and find out which messages are working best with which people, in which context and in which media a.s.o.

Circle seems to be the next big step based on a new business level for your customers? Right?

Jacob Aizikowitz: Surely. In any case XMPie is an enabler for Industry 4.0 compatible services. Automating the dialogue with the individual, while keeping it engaging, relevant, and effective is the main challenge; this is extremely challenging when the dialogue spans print and digital touch points. Many in ’Marketing Automation’ are after this — DRIP campaigns, Nurturing, etc. — but the XMPie offering is unique as it blends the automation of the individualized dialogues with the powerful media personalization — including print media (even if not printed — like PDF) and interactive capabilities. All under one roof — One to One in One.

Sounds good for your customers. So, if they follow our advice XMPie customers will become the HUB for new services?

Jacob Aizikowitz: We aim to provide our customers with technology that will allow them to stay relevant and attractive to their customers. We need our customers to have the vision and innovation; our role is to bring them technology that lets them pursue their vision. Some were influenced by our technology innovation to take the visionary view and go after their dreams.

Is that the reason why Gartner Group analyzed end of 2015: ”XMPie’s rating as a Challenger in this Magic Quadrant reflects its strong ability to execute on marketing communications.“

Jacob Aizikowitz: We are happy about being a challenger. Gartner addresses a number of other players who make technology integratable with other systems. Their focus is on customer communication management [CCM]. The notion of CCM was invented as an evolution of transpromo coming from transaction document management solutions. But with XMPie we made already a step ahead: our technology is accessible and much more open following the new paradigm of multichannel and multitouch.

PART 2

Focus on drupa 2016: time for a change!

A milestone this year will be drupa 2016 end of May 2016 in Düsseldorf/Germany. Multichannel is one of the trade show high-lights. The drupa motto: Touch the future. What is your guideline and vision to create further success? Is the Graphic Arts market or the print industry community still the best target group for XMPie?

Jacob Aizikowitz: As always drupa delivers a good context for XMPie and our customers. I recognize the fact that graphic arts and print service providers (PSP) are solid customer bases. Going after multichannel vision is now very critical for PSPs. This is because the enterprises — the brands — are shifting at light speed rates to individualization, dialogues, nurturing, automation a.s.o. Except that they have no clue how to properly blend it with multichannel that has print media in it. The PSPs must shift their business and capabilities to multichannel and automation in order to provide their customers with services that match their needs as they (the brands) shift to digital and automatic individualized marketing. Our technology is a critical enabler for these transformations that the PSPs must make; and it is our goal to continuously innovate to make sure that we stays relevant, technology-wise, for our customers!

You mean at drupa there are still opportunities to transform established print businesses?

Jacob Aizikowitz: Certainly. The opportunities are huge especially when relating to digital printing business models beyond online printing. It is all about bridging concepts and technologies to be still relevant to new customers needs. With our recently released Cross Media 2.0 technology, we make it possibility for PSPs (and their customers) to practice multichannel with print in the mix, while having the freedom to use their tools and workflow of choice for the digital elements in that mix. This opens the door to state of the art digital solutions, to collaboration, and consistency and synergy between the digital and print media touch points in a dialogue.

This new approach for Cross Media, combined with Circle, makes the XMPie technology also directly relevant to the enterprises themselves, and it opens many possible avenues for Enterprise / PSP collaboration and business workflows. In addition for a future multichannel success all kind of brands and enterprises are relevant. We have to continue to involve and to guide them step by step to experience our drupa 2016 presentation.

You serve a range of premium marketing service solution providers around the globe. From your point of view, what make them unique?

Jacob Aizikowitz: Most of our customers are serving their customers in the best way to achieve a sustainable benefit from multichannel communication success. They had in an early phase clear visions to change what they did and are able to transform it into new business opportunities. Very important fact: all of our very successful customers are not afraid of all kinds of digital and/or disruptive technologies. It is all about the readiness to embrace innovation!

Last but not least: In my opinion the main challenge will be ”customer centricity” driven by high-value multichannel capabilities. Do you agree or disagree?

Jacob Aizikowitz: Of course I agree. The digital age is the age of the customer. Why? Your audience is always connected. You have to become part of their conversation and to be connected all the time. The old school marketing methods don’t fit in that scenario anymore. To create reach and awareness by mass media is no longer working in the same way as in the past. Brands are interested in a relationship, a dialogue, on-going, continuous, with their consumers or prospects.

This is very clear from the high investments brands make in social media, seeking “likes” and leveraging these likes for marketing. One exciting avenue for such a relationship between the brand and its consumers is something most digital-centric brand marketers have not yet seen — its packaging. The package — a nicely engaging and attractive piece — is the perfect starting touch point for a dialogue with the mobile-holding individual. The ability to offer multichannel in a packaging context is hot and attractive, and we enable this.

So the best and most desirable example comes from the packaging world. Brand owners realized that a package achieved by a consumer is not the end of the story. It is the starting point of a conversation which will be managed by innovative multichannel communication processes. This is a huge opportunity for our customers to develop breathtaking new applications.

Thanks for the great conversation, Jacob. What is the essence to summarize our talk?

Jacob Aizikowitz: Finally, it is all about strategy and technology. We kept our strategy pretty much consistent through the years. Main changes were adding Web2Print, adding Analytics, adding Campaign Management (Circle), and revising our approach to cross media. This last point is what we call Cross Media 2.0, and it embraces into the XMPie fold the leading methods and workflows of state of the art in digital today. It’s open and ready for collaborations. The reason this last point is important is because a service provider who wants to provide Multichannel services, must recognize that its customers most likely have capability in web design, web sites, etc. The brands most likely have a web team or a digital agency. So, for our customer to offer multichannel they cannot just dismiss the brands web team or web agency. With Cross Media 2.0 it’s now possible to collaborate and share and work together, using the full spectrum of tools and methods available for digital, while still leveraging the XMPie personalization engine — the exact same engine that will feed the print side of the multichannel endeavor.

In summary: It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points. —Jacob Aizikowitz

—END—

About Jacob Aizikowitz, XMPie, Inc.

Dr. Jacob Aizikowitz is the president of XMPie, which he founded in 2000 with Israel Roth and Reuven Sherwin, as a spin off from Scitex. XMPie has since grown to become the leading brand for integrated cross-media personalization solutions. In 2006, Jacob and the team led XMPie to a successful acquisition by the Xerox Corporation (XRX), where it now operates under the name, “XMPie, A Xerox Company”.

In the early 90’s, while at EFI (EFII), Jacob guided the early stages of the Fiery™ and led the development of EfiColor™ and Cachet™. These technologies, together with work by Adobe and Apple, brought user-friendly, quality-color to desktop publishing. In the late 90’s, during Jacob’s second term at Scitex, he led the early stages of the R&D of the Creo Controller. In parallel, he and his colleagues developed Scitex VPS™ which became a leading, objects-based, page description language for variable data printing.

The success of VPS, indirectly, inspired the founding of XMPie, and promoted the vision of cross media personalization and the democratization of variable data publishing.

Jacob holds a Ph.D. degree in Computer Science from Cornell University.

drupa ante portas — ValuePublishing: Touch the Future NOW!

January 17, 2016

3D printing, 4D Printing, Basic Topics on Innovation, CEO Talk on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Valuable Advice, Value Art & Communication, Value Innovation

2 Comments

“The unique thing about ValuePublishing: We know how to set up multichannel specialist communication in an innovative, smart, sustainable and highly effective manner!”

Mainz/Vienna, at the start of 2016

Information on what is currently the most innovative B2B multichannel communication solution

Back in 2015, exciting approaches were revealed for us all in discussions with numerous experts and the drupa team at Messe Düsseldorf. The focus: The variety and complexity of the new solutions in the print and paper sector is growing with huge dynamism. Thanks to Industry 4.0 (cyber-physical systems or integrated automation) and the Internet of Things, the current drivers of digitisation, all business and communications processes are being revolutionised at the same time, with the number of challenges growing explosively.

The drupa slogan “Touch the Future” and an ambitious drupa exhibition programme reflect the unheard-of extremely high pace with which astounding changes are taking place. Our current ValuePublishing stories on Heidelberg’s print and paper strategy “Simply Smart” demonstrate in an impressive manner how one can respond to current developments.

So the good news about drupa 2016 is: From an expert’s perspective, the print and paper sector is taking on a pioneering role in the digital transformation.
The not so good news: The plethora of innovations that are to be seen at this leading exhibition from 31 May 2016 onwards and hence the wealth of information are difficult to take in. At least with the opportunities that we have made use of to date.
The solution in our view: Innovative technologies and solutions must also be communicated in a consistently innovative way! In real time. Through multimedia. In a market, customer and demand-orientated manner.

“Innovative technologies and solutions must also be communicated in a consistently innovative way! In real time. Through multimedia. In a market, customer and demand-orientated manner.”

Our proposal: Make your range of print and paper products and services an important topic of conversation of your customers and their customers even before the exhibition through ValuePublishing! Above all to make early contact with the new target groups relevant to you.

It is only in this way that the necessary decision processes can be greatly accelerated by effective one-to-one exchange of information.

Our high-quality innovative ValuePublishing service is directed accordingly in such a way that pilot projects have already been validated, not only with Heidelberger Druckmaschinen but also with top drupa exhibitors like Canon, Zünd Systemtechnik and multichannel experts of the XMPie User Group with their international experience.

To suit your requirements as an exhibitor we have developed a unique B2B multichannel communication solution that can be used immediately and which is above all highly effective:

Core messages without scatter losses, with proven maximum reach
With strong impetus to interact so as to initiate dialogues and exhibition visits.

Benefit from our contact with the new target groups most important to you, specifically those that intend to implement innovations immediately provided that the benefit is presented in a comprehensible and logical fashion.

Involve us in the dialogue at an early stage so as to determine the best communication solution for you!

Kind regards from the ValuePublishing Team

Michael Seidl, EMG Vienna, m.seidl(at)europeanmediagroup.at, M +43 676 410 9330
Andreas Weber, Value Communication Mainz, zeitenwende(at)me.com, M +49 171 334 3765

PS: Please see attached our ValuePublishing range of digital services that can be reserved right now! If needed you could benefit from our ValuePublishing Coachings as well.

Our tips for successful collaboration

Follow the links to our examples of success.
Use our expertise to build up or expand your knowledge and opportunities.
Focus 100% on your innovations. We will present these in the media in a contemporary manner and with skill!

About us:

ValuePublishing represents a new kind of publication service that has been specially developed by sector experts Michael Seidl and Andreas Weber to present all the relevant topics of drupa 2016 via multichannel communication effectively and sustainably before and during drupa 2016:

Online via ValueBlog (ISSN 2364-7639), e-newsletter and via ValueSocialMedia platforms
and also customised in print (specialist magazines, specials/direct marketing).

Publication is in German and English. 15,000 contacts are reached directly thanks to our soundly-based knowledge unique to the sector and to networking talent, with in addition a wide reach of up to over 1 million, depending on the topic/content

New:

Secure and strengthen your exhibition investment. We ensure that the products and services that you offer at the exhibition become the top topic of conversation even before the exhibition and that they are communicated in a targeted way to new visitors who are looking to buy their solutions or to use them via service providers without delay. Your exhibition presence and the drupa slogan “Touch the Future” will be something that can be experienced and understood even before the start of the exhibition!

Our strength:

Contributing a wide range of targeted specialist topics to the discussion. With smartly formulated and dynamically presented specialist topics we achieve not only an extremely wide reach without scatter losses but also the best interaction effects that new kinds of evaluation opportunities offer to increase company profits. Our activities deliver measurable benefits!

What’s special:

Multiplication of new contacts. We are in a position to identify and address innovators and decision-makers, in other words your guarantors of growth, throughout the cultural and creative sector in a targeted manner via multichannel communication. In this way, interested parties can become fans of innovative, pioneering products and solutions.

From 11 sub-markets we have selected the top areas for all drupa exhibitors that have the greatest need for innovation and that impact the entire economy. In Germany alone that is over a million specialists in almost 250,000 firms that achieved annual turnover of 146 billion Euros and gross added value of over 65 billion Euros in 2014.
In particular these are the design sector, the advertising market, software/games and the architecture market and art sector. We have analysed soundly-based long-term studies in detail called for by the German Federal Government, which can be applied to all industrial countries in order to communicate technological innovations in a comprehensible manner and to suit markets and target groups.

Range of services (selection for an immediate launch opportunity)

Power modules that can be booked immediately and which have already been validated with top firms. Guaranteed 15,000 contacts with a wide reach of up to over 1 million! You will find details of evaluations and case studies and much more in the ValueBlog (ISSN 2364-7639).

1. ValueBlog Dialogue (German and English) — Fixed price: 3,750 Euros plus VAT
Exclusive interview with top-level contact in your company
(Managing Directors, R&D, Sales, Marketing), via Skype or telephone.

Examples:
Interview with Heidelberg Chairman Harald Weimer
Interview with Oliver Zünd, Zünd Systemtechnik AG, Switzerland

Services: Interview based on a list of questions transmitted during the interview preparation and also editing plus publication via ValueBlog and ValueSocialMedia platforms (LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities inc. DDF DigitaldruckForum. The ValueTeam incorporates editorially important links to the relevant information from your firm that is already available and more detailed.

2. ValueBlog story German and English) — Fixed price: 4,800 Euros plus VAT
From an expert point of view we comment on, evaluate and position up to three selected case studies and customer portraits provided to us by you and which we validate via brief interviews with your customers.

Services: Texts/editing plus publication via ValueBlog/ValueSocialMedia platforms
(LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities.

3. ValueRealTime stories (German and English) — Prices: From 1,500 Euros plus VAT
Based on consultation and a project timetable, we assign a team under the direction of Andreas Weber on a daily basis that, for instance, posts your pre-drupa press/customer events and/or those at drupa 2016 on selected exhibition days in real time in the mix in German and English in drupa Media Week in February 2016.

Examples:
Canon Expo Paris, October 2015
Heidelberg pre-drupa press conference, December 2015

Services: real time posts (text/photos/videos) plus publication via ValueBlog and ValueSocialMedia platforms (LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities. The main posts are summarised in a Storify. This service is limited.

The standard terms and conditions of Value Communication AG, Walpodenstr. 1, D-55116 Mainz apply. The right to make changes reserved. Payment method: Without deduction upon order placement. In accordance with our range of Real Time Services the project concerned will be started as soon as payment is received. Later payment dates subject to a surcharge.

Mike Hilton’s Global News: Focus on new Print Applications for Growth

November 16, 2015

3D printing, Digital Transformation, drupa 2016, Trends @ Graphic Communications, Value Contributors

In eigener Sache: ValuePublishing führt Technologie-Innovationen direkt ins Ziel!

November 2, 2015

3D printing, Basic Topics on Innovation, Digital Transformation, drupa 2016, Multi-Channel Innovation, Posts in German Language, Trend Analysis (in brief), Valuable Advice, Value Innovation

4 Comments

„Wir müssen am Design des Wissens arbeiten, damit wir aus der Unübersichtlichkeit herauskommen.“ — Prof. Dr. phil. Dr. med. Ernst Pöppel, Wissenschaftler und Forscher

ValuePublishing — Innovative B2B Communication Solutions

Im ersten Teil unserer Neuvorstellung von ValuePUBLISHING, der neuen Initiative von Michael Seidl und Andreas Weber, beschäftigten wir uns mit dem „Was? Wie? Warum!“ der nachhaltigen Inszenierung von Fachkommunikation. — Unser weiteres Thema in Teil 2: „Darum! Stärken und Besonderheiten. Mit Fokus auf die Leitmesse drupa 2016“. Wir freuen uns, als Partners des drupa-teams der Messe Düsseldorf Ihnen unsere Multichannel-Ansatz näher zu bringen.

„Das Besondere an ValuePublishing: Wir wissen, wie man per Multichannel Fach-Kommunikation innovativ, smart, nachhaltig und wirkungsstark inszeniert!“

ValuePublishing bezeichnet ein neuartiges Publikationsangebot, das von den Branchenexperten Michael Seidl und Andreas Weber speziell entwickelt wurde, um alle relevanten Themen der drupa 2016 per Multichannel-Kommunikation wirkungsvoll sowie nachhaltig vor und während der drupa 2016 zu inszenieren:

Online per ValueBlog, E-Newsletter und via ValueSocialMedia-Plattformen
sowie maßgeschneidert auch im Print (Fach-Magazine, Specials/Direktmarketing).

Publiziert wird in deutsch und englisch. Erreicht werden direkt 15.000 Kontakte durch unser fundiertes, in der Branche einzigartiges Knowhow und Vernetzungstalent — je nach Thema/Inhalt zusätzlich mit einer Gross Reach von bis zu über 1 Million!

Unsere Tipps für eine erfolgreiche Zusammenarbeit

Folgen Sie den Links zu unseren Erfolgsbeispielen. Gerne auch via Slideshare.
Nutzen Sie unsere Expertise per ValuePublishing Coachings — zum Aufbau oder zur Erweiterungen Ihrer Kenntnisse und Möglichkeiten.
Fokussieren Sie sich zu 100 % auf Ihre Innovationen. Wir setzen diese gekonnt und zeitgemäß medial in Szene!

Interessenten wird gerne ein individuelles, für sie passendes Angebot erstellt. Anregungen dafür enthalten die in den Charts aufgeführten aktuellen Fallbeispiele.

KONTAKT FÜR WEITERES

Michael Seidl, EMG, Wien
https://at.linkedin.com/pub/michael-seidl/1/836/68a/de

Andreas Weber, Value Communication, Mainz
https://de.linkedin.com/in/andreasweber/de

HINTERGRUNDINFORMATIONEN:

Im Gespräch mit zahlreichen Experten sowie dem drupa-Team der Messe Düsseldorf ergaben sich bereits 2015 für uns alle spannende Ansatzpunkte. Im Fokus: Die Vielfalt und die Komplexität der neuen Lösungen im Print- und Papiersektor wächst mit ungeheurer Dynamik. Durch Industrie 4.0 und das Internet-der-Dinge, die aktuellen Treiber der Digitalisierung, werden gleichzeitig sämtliche Geschäfts- und Kommunikationsprozesse revolutioniert, wodurch die Herausforderungen insgesamt explosionsartig wachsen.

Das drupa-Motto „Touch the Future“ sowie ein ambitioniertes drupa-Ausstellungsprogramm spiegeln die noch nie dagewesene, extrem hohe Taktfrequenz, mit der fulminante Veränderungen einhergehen, wieder. Unsere aktuellen ValuePublishing Stories zu Heidelbergs drupa-Strategie „Simply Smart“ belegen eindrucksvoll, wie man auf aktuelle Entwicklungen reagieren kann.

Die gute Nachricht zur drupa 2016 lautet daher: Aus Expertensicht nimmt die Print- und Papierbranche bei der digitalen Transformation geradezu eine Vorreiterrolle ein.

Die weniger gute Nachricht: Die Masse an Neuheiten, die auf der Leitmesse ab
31. Mai 2016 zu sehen sein werden und damit die Informationsfülle, sind schwer
zu bewältigen. Jedenfalls nicht mit den Möglichkeiten, die wir bislang nutzen.

Der Ausweg aus unserer Sicht: Innovative Technologien und Lösungen muss man auch durchgängig innovativ kommunizieren! In Echtzeit. Multimedial. Markt-,
kunden- und bedarfsorientiert.

„Innovative Technologien und Lösungen muss man auch durchgängig innovativ kommunizieren! In Echtzeit. Multimedial. Markt-, kunden- und bedarfsorientiert.“

Unser Vorschlag: Machen Sie Ihr drupa-Angebot durch ValuePublishing bereits im Vorfeld zum wichtigen Gesprächsthema Ihrer Kunden und deren Kunden! Vor allem, um frühzeitig mit den für Sie relevanten neuen Zielgruppen in Kontakt zu treten.
Nur so können notwendige Entscheidungsprozesse durch individuell wirksamen
Wissensaustausch erheblich beschleunigt werden.

Entsprechend ist unser hochwertig-innovatives ValuePublishing-Angebot ausgerichtet, das im Übrigen bereits durch Pilotprojekte validiert wurde — neben Heidelberger Druckmaschinen mit Top-drupa-Ausstellern wie Canon, Zünd Systemtechnik sowie international erfahrenen Multichannel-Experten der XMPie User Group.

Passend für Ihre Belange als Aussteller haben wir eine einzigartige B2B-Multichannel-Kommunikationslösung entwickelt, die sofort nutzbar und v. a. hoch wirksam ist:

Kern-Botschaften ohne Streuverluste, mit nachweislich maximal hohen Reichweiten,
mit starken Interaktions-Impulsen, um Dialoge und Messebesuche in Gang zu setzen.

Profitieren Sie von unseren Kontakten zu den für Sie wichtigsten neuen Zielgruppen, nämlich zu denen, die Innovationen sofort einsetzen wollen; vorausgesetzt der
Nutzen ist verständlich und begreifbar dargestellt.

Lassen Sie uns rasch in den Dialog treten, um die für Sie optimalen Kommunikationslösung festzulegen!

Wir bieten zusätzlich ValuePublishing Coachings an, um ihre bereits geplanten Fach-Kommunikations-Kampagnen zu besprechen, optimieren und/oder zu erweitern. Oder auch um relevantes Multichannel-Knowhow zu vermitteln.

Angebot (Auswahl zur sofortigen Startmöglichkeit)

Sofort buchbare und mit Top-Firmen bereits validierte Leistungsmodule.
Garantiert 15.000 Kontakte mit einer Gross Reach von bis zu über 1 Million!
Details zu Auswertungen und Fallbeispielen u.a.m. finden Sie im ValueBlog.

1. ValueBlog Dialog (deutsch und englisch) — Pauschalpreis: Euro 3.750 zzgl. MwSt.
Exklusiv-Interview mit Top-Level-Gesprächspartner aus Ihrem Unternehmen
(Geschäftsführung, F+E, Vertrieb, Marketing), via Skype oder Telefon.

Beispiele:
Interview mit Heidelberg-Vorstand Harald Weimer
Interview mit Oliver Zünd, Zünd Systemtechnik AG, Schweiz

Leistungen: Interview gemäß einer zur Gesprächsvorbereitung übermittelten Frageliste sowie Redaktion plus Publikation via ValueBlog und ValueSocialMedia-Plattformen (LinkedIn, Facebook, XING, Twitter, Google+) sowie ValueCommunities inkl. DDF DigitaldruckForum. Das ValueTeam integriert redaktionell wichtige Links zu Ihren bereits vorhandenen, tiefergehenden, relevanten Firmeninformationen.

2. ValueBlog Story (deutsch und englisch) — Pauschalpreis: Euro 4.800 zzgl. MwSt.
Aus Expertensicht kommentieren, bewerten und positionieren wir bis zu drei ausgewählte Fallstudien und Kundenporträts, die uns von Ihnen bereitgestellt werden, und die wir per Kurzinterviews mit Ihren Kunden validieren.

Leistungen: Texten/Redaktion plus Publikation via ValueBlog/ValueSocialMedia-Plattformen (LinkedIn, Facebook, XING, Twitter, Google+) sowie ValueCommunities.

3. ValueRealTime Stories (deutsch und englisch) — Preise: ab Euro 1.500 zzgl. MwSt.
Gemäß Absprache und Projektplanung stellen wir unter der Leitung von Andreas Weber tageweise ein Team ab, dass z. B. auf der drupa Media Week im Februar 2016, Ihren Pre-drupa-Presse-/Kunden-Events und/oder auf der drupa 2016 an ausgewählten Messetagen in Echtzeit im Mix auf deutsch und englisch postet.

Beispiele:
Canon Expo Paris, Oktober 2015
Heidelberg pre-drupa Pressekonferenz, Dezember 2015

Leistungen: Echtzeit-Posts (Text/Fotos/Videos) plus Publikation via ValueBlog und ValueSocialMedia-Plattformen (LinkedIn, Facebook, XING, Twitter, Google+) sowie ValueCommunities. In einem Storify werden die wichtigsten Posts zusammengefasst. Dieses Angebot ist limitiert.

Es gelten die AGB der Value Communication AG, Walpodenstr. 1, D-55116 Mainz. Änderungen vorbehalten. Zahlungsweise: Nach Auftragserteilung ohne Abzug. Gemäß unserem In-Echtzeit-Leistungs-Angebot wird das jeweilige Projekt begonnen, sobald der Zahlungseingang erfolgt ist. Spätere Zahlungsziele gegen Aufpreis.

Bitte sehen Sie sich auch unsere Präsentation auf Slideshare an, inkl. YouTube.Video. Es fanden sich in den erste 12 Stunde nach Veröffentlichung bereits über 7.500 Viewers!

Mike Hilton’s Global News: Focus on Digital Print’s Recyclability

November 2, 2015

3D printing, drupa 2016, Trends @ Graphic Communications, Value Contributors

NEU: ValuePublishing — Die Inszenierung von nachhaltiger Fachkommunikation

October 27, 2015

3D printing, CEO Talk on Innovation, Digital Transformation, drupa 2016, Posts in German Language, Trends @ Graphic Communications, Valuable Advice, Value Art & Communication

1 Comment

In eigener Sache: Unser neues Angebot — Teil 1: “Was? Wie? Warum!”

Gemäß den Erkenntnissen aus ihrem “Gipfeltreffen” in Mainz haben Michael Seidl und Andreas Weber ein neues Angebot entwickelt: ValuePublishing — Die nachhaltige Inszenierung von Fachkommunikation für Print, Publishing, visuelle Kommunikation und Multichannel. — InterMedial + InterKultuell + InterkreAktiv!

„Wir müssen verstärkt über alle Medienkanäle hinweg unsere unterschiedlichen Expertisen, Meinungen und relevante Botschaften zusammenführen. Print profitiert dabei von Online/Social. Und umgekehrt.“ —Michael Seidl

„Unser Ziel ist es nicht nur hohe Reichweiten aufzubauen, sondern Interaktionen herbeizuführen. Dies beflügelt den Kommunikationsmix sowie das Lesererlebnis gleichermaßen und führen SOFORT zum Erfolg.“ —Andreas Weber

Ob Technologieentwickler, Papierhersteller, Dienstleistungsbetrieb oder Kommunikationstreibender: Alle sitzen in einem Boot bei stürmischer See.

Das Tempo wird höher, der Umgang mit Innovationen wird immer komplexer. Um im Bild zu bleiben: Unternehmen haben zusehends Probleme, den Kommunikations-Kurs zu halten und den sicheren Hafen (sprich die Kunden) zu erreichen.

Die bangen Fragen:

Wer bringt Licht ins Dunkel?
Wer filtert das Wichtige und Relevante heraus?
Wer bringt alle Beteiligten zusammen?
Wer stellt den Kontext her zwischen technisch Machbarem und veränderten Anforderungen im Markt?

Gute Fragen. — Beste Antwort:
WIR!

Wir, dass sind Michael Seidl, EMG/Wien, und Andreas Weber, Value Communication/Mainz, ausgewiesene und renommierte Experten für Fachkommunikation. Mit der Spezialisierung auf Print, Publishing, Visuelle Kommunikation und Multichannel.

„Wir wissen wie man Fachkommunikation nachhaltig inszeniert!“

Unser Rat an unsere Kunden und Partner (vor allem mit Blick auf die drupa 2016):

Gehen Sie MIT UNS neue, höchst wirkungsstarke Wege.
Entdecken Sie, wie man im Team mit uns zeitgemäß und nachhaltig IHRE relevanten Fachthemen medial inszeniert, um von IHREN Innovationstechnologien und Lösungsangeboten bestmöglich zu profitieren!

Ihre Erfolgsfaktoren — unsere Leistungen:

Smartes Storytelling: Wir entwickeln für Sie packende, emotionalisierende, bestens in Szene gesetzte Geschichten — auf allen relevanten Medienkanälen erlebbar.
Conversation Management: Interaktion und Dialoge statt Push-Kommunikation!
Dynamisches Networking: Klasse statt Masse, die Marktsicht kennenlernen und gestalten.

Interessenten wird ein individuelles, für sie passendes Angebot erstellt.
Anregungen dafür enthalten die in den Charts aufgeführten aktuellen Fallbeispiele.

+++++++++++++++++++++

KONTAKT FÜR WEITERES

Michael Seidl, EMG, Wien
https://at.linkedin.com/pub/michael-seidl/1/836/68a/de

Andreas Weber, Value Communication, Mainz
https://de.linkedin.com/in/andreasweber/de

+++++++++++++++++++++

We proudly present:
ValuePublishing — InterMedial + InterKultuell + InterkreAktiv!
Die Charts inkl. aktuellen Fallbeispielen u.a. mit den Firmen Canon, Zünd sowie der XUG und für den Golden Pixel Award:

Siehe auch Teil 2: “Darum! Stärken und Besonderheiten”:
“ValuePublishing führt Technologie-Innovationen direkt ins Ziel!”

—valuetrendradar

Print&Transformation for the Digital Age

Archive

Tag Archives: Multi-Channel

”Multichannel demands quite a bit new from our members as marketing service providers: Focus is on business transformation and expanded expert knowledge on the impact of digitalisation.“ —Christian Kopocz

Interview: Andreas Weber | Click to access the german text version

Read as well great insights shared by XUG members:

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Interview: Andreas Weber | Click for the german text

Key messages: Fulfil customer wishes. Create trust!

Thank you for the great conversation. See you again soon, maybe in the beautiful Emmental valley. Or lastest at drupa 2016.

Contact:

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Interview: Andreas Weber | Click to access english text version

Kernaussagen: Wünsche erfüllen. Vertrauen schaffen.

Besten Dank für das informative Gespräch. Und bis bald im schönen Emmental. Oder spätestens auf der drupa 2016.

Kontakt:

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Interview: Andreas Weber | German text version by click

Key messages and tips for successfully employing multichannel communications:

Thanks for the great and inspiring conversation. We’ll meet latest at drupa 2016 in Düsseldorf/Germany.

Contact:

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Interview by Andreas Weber | Click to access german version

Jacob’s key message: ”It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points”.

PART 1

Focus on multichannel innovation

PART 2

Focus on drupa 2016: time for a change!

About Jacob Aizikowitz, XMPie, Inc.

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Thanks for the great and inspiring conversation.
We’ll meet latest at drupa 2016 in Düsseldorf/Germany.

Jacob’s key message:
”It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points”.