Irish Printer November 2014 by Ashville Media Group

NOVEMBER 2014 // THE VOICE OF THE INDUSTRY // WWW.IRISHPRINTER.IE

NEWS

TPI and Paddy Power Pack a Punch

TECHNOLOGY

What Can Augmented Reality Do for Print?

INNOVATION

Imposing Production Technology from Pyxis

MARKETING

Social Media - How to Get Started And Use it Wisely

CRAFT CRISIS

HOW DO WE HALT THE DECLINE OF THE APPRENTICE?

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Contents | IRISH PRINTER NEWS » 4 A round up of some of the latest news from the Irish print industry.

COVER STORY » 14 Maev Martin reports on the potentially catastrophic effect on the industry of the continuing decline in the number of apprentices coming through and the likely impact on the future viability of the print sector in Ireland.

TECHNOLOGY » 16 The rise of the smart phone and of mobile computing power means that consumers are being constantly immersed in interactive media. And printed media has remained rather static - until now. Irish Printer looks at what Augmented Reality can do for print.

WIDE FORMAT » 18 • Newtone Group Has Limerick All Wrapped Up

• Roland Launches 64 Inch Dye Sub Printer

• 98-Inch Wide Anapurna Makes Global Debut

11 INNOVATION » 28

22 PACKAGING » 22 • Going Digital Connects Brands and Retailers in New Ways

• Cheetah Smashes Speed Barriers for Label Printers • Goss Opts for Corona Treatment on Showroom Press • HP Helps Take ‘Share a Coke’ to America • A Label is a Complex Technical Construction - The ‘battle of decoration technologies’ was the focus for an expert panel of suppliers at the annual congress of the label industry’s international association, FINAT. Their discussions provided valuable insights that could improve communication between brand owning end users and their ‘label’ suppliers – including printers.

Imposing Production Technology from Pyxis – Maev Martin reports on an interesting and potentially ground-breaking suite of software products for printers and sign makers at the MJ Flood/DBC Group ‘Winning the Digital Print’ race event in Leopardstown Racecourse last month.

WHAT’S NEW IN PRINT » 30 • Agfa Wins Gold Ink Awards • High-Speed Inkjet Paper from Mitsubishi • Global Debut for Carton Workflow Solution • Audit-Proof Coding of Thick Booklet Labels • New Duplo Multi-Finisher and Saddle Stitcher MARKETING » 33 Top 10 Social Media Tips - Ken Kennedy, Social Media & Retention Manager at Ding, explains how social media marketing can help printers promote their business and achieve brand reach to a mass audience.

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IRISH PRINTER | Editor’s Letter

ikipedia defines Augmented Reality (AR) as “a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data”. When this technology first came into vogue its relevance to the print world may not have been obvious but it is has since become an increasingly popular marketing tool. A recent study by InfoTrends shows that, despite some of the barriers to the adoption of augmented reality, it remains an important vehicle for any enterprise or marketer looking to make an impact with end users. ‘An Introduction to Augmented Reality’ is based on interviews with six major players in the AR space, as well as primary research previously conducted by InfoTrends on augmented reality adoption. “According to our research on media trends in 2013, 41.5% of consumers interacted with augmented reality two to five times within the previous year,” said Arianna Valentini, Senior Research Analyst for InfoTrends’ digital marketing and media service. “As hardware technology has advanced and mobile software has become more sophisticated, augmented reality now has its place in today’s consumer global marketplace.” AR gives users the opportunity to interact with printed media in a new and exciting way. In addition, the future of AR looks very promising. With the advent of AR glasses such as Google Glass or Meta AR, it won’t be long before AR will be taken from our smart phones and put directly into our field of vision. So how are Irish print companies embracing the benefits that this technology can bring to their businesses? Well, one Dublin-based printer, Russell Altman, has become the first person in Ireland to offer customers an AR experience which can then be viewed by their customers using large wall graphics and/or customised wallpaper. The wall graphics and/ or customised wallpaper is supplied and created by Russell’s large format printing operation, WallMural.ie (see Page 16).

THE TEAM

Editor: Maev Martin Editorial Manager: Mary Connaughton Art Director: Jane Matthews Design & Layout: Jennifer Reid Advertising Designers: Colm McDermott & Jennifer Reid Stock Photography & Illustrations: Thinkstock

The reason this technology works so well with printed media is that in order for AR to work it needs targets to project the virtual object onto. As the producer of the printed media, integrating this technology is a logical step for printers and print companies. Some print companies are exploring and benefiting from the interaction between digital and print but most have been slow to embrace the opportunities posed by technologies such as AR. While AR is suitable for any print company, provided they have the resources and the market, the most obvious candidates are large format printers. This is because they are producing an array of marketing and promotional material (including internal POS, various forms of external signage, and exhibition graphics) and these are an ideal fit for AR. And it isn’t just about securing new customers and new revenue streams, it is about building on your existing customer base by adding value. AR allows you to enhance the printed offering that you are already producing and puts the printer on the road to becoming a complete marketing communications solutions provider. What better way to ensure that your customers stay with print and move away from, or are slower to move towards, the embrace of the digital marketer.

Maev Martin Editor Email: maeve.martin@ashvillemediagroup.com Tel: (01) 432 2271

Cover Image: thinkstockphotos.com Contact: Irish Printer, Ashville Media Group, Old Stone Building, Blackhall Green, Dublin 7 Tel: (01) 432 2200 Web: www.irishprinter.ie

All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate. The publishers cannot, however, accept responsibility for errors or omissions. Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2014. All discounts, promotions and competitions contained in this magazine are run independently of Irish Printer. The promoter/advertiser is responsible for honouring the prize. ISSN 0790-2026

Production Manager: Mary Connaughton Production: Niamh Burke Printed by: Walsh Colour Print

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IRISH PRINTER | News

CONSTANTIA FLEXIBLES COMPLETES MAJOR LABEL CONTRACT FOR DIAGEO

ustrian flexible packaging producer Constantia Flexibles recently completed a high profile label printing contract for Diageo. The company printed labels for two new Guinness beers - Guinness Dublin Porter and Guinness West Indies Porter. Inspired by authentic recipes, whose origins lie in the historic Guinness brewers’ diaries from the late 1700s and early 1800s, the new beers have been available in selected pubs and retailers around Ireland since October 1st. “Constantia Flexibles label division’s supplier-partner relationship with Diageo began in 1994 with the supply of pressure sensitive labels in the US,” says Jennifer Jones of Constantia Flexibles’ marketing department. “The two have since worked in partnership for a number of years to create innovative and quality packaging. The label division has worked on a number of Diageo projects, including Guinness China, Guinness Japan, Guinness Africa and other products like Smithwick’s. For this project, we printed 700,000 Dublin Porter labels and 400,000 West Indies Porter labels on white machine coated pressure sensitive paper. The labels were all flexo printed in Cwmbran, South Wales, on our internally manufactured printing machine ‘GMC’. We used a specialised varnish to create a craft finish over a standard coated paper substrate.” Constantia Flexibles’ label divisions offer a diverse range of labelling solutions. With customers in over 100 countries, their labels are used by world-leading beverage (beer, wine, spirits and soft drinks), food and personal care brands. Their label portfolio includes pressure sensitive, paper wet glue, shrink labels, wrap around, can lidding, foil necks, re-seal and in-mould labels.

HP to Split in Two HP is to split into two new publicly traded Fortune 50 companies – one comprising HP’s enterprise technology infrastructure, software and services businesses, which will do business as Hewlett-Packard Enterprises, and one that will comprise HP’s personal systems and printing businesses, which will do business as HP Inc and retain the current logo. A press release issued on October 6th stated that: “Hewlett-Packard Enterprise will have a unique portfolio and strong multi-year innovation roadmap across technology infrastructure, software and services to allow customers to take full advantage of the opportunities presented by cloud, big data, security and mobility in the New Style of IT. By leveraging its HP Financial Services capability, the company will be well positioned to create unique technology deployment models for customers and partners based on their specific business needs. Additionally, the company intends for HP Financial Services to continue to provide financing and business model innovation for customers and partners of HP Inc. HP Inc will be a proven leader in the personal systems and printing markets with exciting new technologies on the horizon. The new company’s strong profitability and free cash flow will enable investments in growth markets such as 3D printing and new computing experiences. At the same time, HP Inc will continue to execute against a well-defined and established strategic plan, ensuring continuity for customers and consistent value to shareholders.”

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News | IRISH PRINTER

Canon Launches

BUSINESS ADVISORY HUB

anon announced on October 7th the UK launch of Digital Dimensions, a subscriptionbased online hub designed to help printers manage and grow their businesses through access to expert advice, profiling and planning tools, and mentoring programmes. Digital Dimensions is available to both commercial and in-house printers, providing a source of inspiration, knowledge and resource to help printers adapt to market changes, diversify into new application areas, attract new business and, ultimately, improve profitability. “Printers are acutely aware of the need to adapt to the modern communications landscape, but often

struggle to find ways to facilitate this,” says Mark Lawn, European and UK Marketing Director, Professional Print. “They are also having to work harder than ever to remain competitive and differentiate the services they offer. Digital Dimensions is a platform that provides easy and instant access to business-led information. This ensures that it is convenient for our customers who have extremely busy schedules, and complements the existing business development tools offered by Canon.” The new hub features exclusive content from subject matter experts covering business strategy and planning and selling and marketing digital print, as well as masterclasses dedicated to getting the most out

of print technology and workflow solutions. Digital Dimensions allows users to interact via a blog and ask questions of industry experts through ‘ask the expert’ seminars. In addition, Digital Dimensions hosts information on upcoming events, industry-specific news and insight, as well as providing a platform for industry peers to interact and market their services. This allows PSPs to build a professional print community online whereby they can improve business success based on the sharing of best practice. To register your interest in Digital Dimensions, or to contact Canon about this opportunity, visit https:// digitaldimensions.canon-europe.com

CASHIN ORDERS EXTRA SPEEDMASTER AHEAD OF PLANT EXTENSION

ith plans to extend its premises by 15,000 square feet at the start of next year, Cashin Print recently ordered an additional Speedmaster press to run alongside three other Heidelberg machines that it operates at its plant in Castlebar, Co Mayo. “We had to increase our printing capacity to meet the rise in demand from our customers,” says Managing Director Damien Cashin. “Although we did review our options we are comfortable with Heidelberg - they know what they are doing. The SM 102 we have already does exactly what is required of it. Press technology is

always advancing and we believe that the Speedmaster SX 102 is perfect for our requirements.” That means 1:1 perfected single colour printing, primarily for manual sections for the pharmaceutical sector. The two-colour B1 machine had to be able to handle lightweight stocks through the press to top quality at speed. Cashin Print are impressed by what they have heard about the feeder and look forward to taking delivery in the next few weeks. The SX technology features the Prinect Press Center control station with the process-oriented Intellistart operator guidance system, which automatically determines and

implements the optimum process sequence for job changes. “Our operators are pleased to have a fourth Heidelberg press coming in and our customers will benefit significantly,” says Damien. “We will be able to offer them even shorter lead times and take on additional work for them.” The press will operate a double day shift, operating 16 hours a day. Building work at the Castlebar, Co Mayo, plant begins in the first quarter of 2015. Apart from the expansion of its premises, Cashin Print recruited a new Operations Manager, Quality Manager and Financial Accountant this year.

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IRISH PRINTER | News

Lamination and Film Technology Partnership

agel Systems, the Spanish manufacturer of laminators supplied in the UK by Terry Cooper Services, has announced a technology development partnership with Derprosa Film, the SoFT TOUcH and BOPP film factory. The agreement sees a Digifav B2 Pro laminator from Bagel Systems installed at the leading film manufacturer’s Spanish research and development laboratory. It will test new films in readiness for their market launch. Bagel Systems’ collaboration will enable Derprosa Film to fully assess new launches, improve on product development processes, evolve SoFT TOUcH technology and fast-forward consumable advances, as well as cut time to market. “We have put a lot of effort into improving cross compatibility among film, paper, ink and print engines to bring to the market best in breed laminating technologies,” says Jordi Marti, Commercial Director, Derprosa Film. “Derprosa Film continues to revolutionise the market with state-of-the art consumables, such as its unique BOPP Luminescence film. There are also others in development that will certainly shake up the industry.”

BOOKINGS UP FOR SIGN & DIGITAL 2015

ign and Digital UK confirmed recently that stand bookings for 2015 are up by 20% year-on-year, with over 100 exhibitors now confirmed for the event that will take place at the NEC, Birmingham from March 24th to 26th. 2015 will also see some companies with considerably bigger stands than in 2014, such as Art Systems, Atech, Bannershop UK, HP, Inktec/Jetrix, Paperlinx UK, PrintMax and Perfect Colours. Following independent visitor research carried out after the 2014 show, Sign and Digital UK 2015 will feature a greater focus on business advice, including how to capitalise on growing industry sectors and new market opportunities. Textile printing for interiors, soft signage, and POP/POS displays for retail are three sectors the 2015 exhibition will delve into. The show also promises to deliver more on-stand practical kit and product demonstrations.

Books Regain a Foothold in the Market Sales of printed books are on the rise once again, which is great news for printers and publishers. According to the latest Pew Research, the number of people in the US who read a book last year rose by four per cent. Pew Research base their numbers on the results of a new survey conducted last January. They wanted to learn more about American book reading habits, e-book penetration and tablet ownership. They found that seven in ten Americans read a printed book and that only four per cent of readers exclusively read e-books. According to the study, 50% of Americans own a tablet or dedicated electronic reading device and 55% of them use their tablets for reading e-books. Last year, 76% of Americans read a book and they averaged 12 titles throughout the year. Some of this growth is driven by micro-publishers, namely self-publishers utilising web-to-print providers (but this is fairly limited) – the average self-published book sells 100 to 150 copies.

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News | IRISH PRINTER

WINNING THE DIGITAL PRINT RACE AT LEOPARDSTOWN

onica Minolta distributor MJ Flood officially launched the bizhub PRESS C1100 and bizhub PRESS C1085 at an open day event in Leopardstown Racecourse in Dublin on October 1st, which was organised in conjunction with DBC Group. The bizhub PRESS C1085 can produce up to 85 A4 pages per minute and up to 4,413 A4 pages per hour while the bizhub PRESS C1100 can produce up to 100 A4 pages per minute and up to 5,192 A4 pages per hour. The presses can also deliver ready-made print products as they offer 50-sheet booklet making with front trimming, perfect binding for books of up to 30mm, 100-sheet stapling with cutting mechanism, and 102-sheet auto ring binding. The paper feeding system can be expanded to handle nine highly-varied paper types with a maximum input paper capacity of 13,890 sheets and a maximum output capacity of 10,000 sheets. Tasks such as paper replenishment and removal can be performed during printing, enabling the processing of high-volume catalog jobs with ease. The presses can process up to 350gsm paper weight in simplex and duplex printing. The bizhub PRESS C1100/C1085 accommodates paper size up to a maximum of 330mm x 487mm. It is capable of handling a maximum printing area of 321mm x 480mm. It is also capable of A3-size printing with crop marks and of A4size two-up printing with crop marks. The C1100/C1085 is compatible with JDF, the format for the display and transfer of jobs between printing processes. Interactive connectivity with major CTP workflow RIPs such as Apogee, Equios and Prinergy make it possible for the operator to use familiar CTP workflow RIPs without making changes, enabling the construction of a hybrid workflow

The Konica Minolta bizhub PRESS C1085.

with seamless connectivity to the offset printer. As a result, offset printing options are to include digital printing, enabling flexible handling. “We are very excited about the introduction of our flagship, high volume, colour systems - the Konica Minolta bizhub PRESS C1085 and bizhub PRESS C1100,” says Phil Schueler, Production Print Manager with MJ Flood. “Our show at Leopardstown Racecourse was well attended and we are confident that people will easily discover the many distinct advantages we now have over our competition.” DBC Group featured a number of new products at the Leopardstown Racecourse event, including creasers, plastic ID card printers, and a PhotoPress machine for photo and hard-backed books. The Powis PhotoPress is a photo book system that turns silver-halide, dye-sub and inkjet prints into distinctive photo-books. According to DBC, the finished books rival the quality of traditional mounted albums but the process takes a fraction of the time and cost. The PhotoPress uses pressure instead of heat to laminate photographic prints to their patent-pending Signature sheets. The photos are arranged with the Signature sheets and after a quick cycle in the PhotoPress the permanent adhesive is activated. The mounted photographs are then ready for assembly into a Powis photobook hardcover. Also on display were the Uchida Card Cutter & Slitter, the Plockmatic Square fold, a device that can be attached to any Konica Minolta copier and makes saddle stitched books look like perfect bound documents, the Fastback binding machine which can bind books of up to 350 pages instantly and create perfect bound books in seconds, the new Matrix digital lamination solution, and a complete range of hot and cold laminators for sign applications.

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IRISH PRINTER | News

PaperlinX Celebrates Successful SignMaker Invitational

IQ Group, Brett Martin Foamalux and PaperlinX Ireland staff.

Sean Farrell, PaperlinX Ireland, Andrew O’Neill, Smurfit Kappa in Tallaght, Finbarr Heaney, Northern Irish Plastics, and Tony Larkin of Instant Signs.

The winning team (l-r): Suneel Seetal, PaperlinX Ireland, Donal Ennis, Advertising Services, Ciaran Moore, Avery Dennison, Jimmy O’Donoghue, JOD Signs, and Ciaran Joyce, Avery Dennison.

aperlinX Ireland’s eighth Annual SignMaker Invitational, which was held at Druid’s Heath Golf Club on Saturday, September 13th, attracted 23 of the paper company’s customers, with 68 staff members from those companies participating in the event and in excess of 50 people staying the night. The sun was out, the Molson Canadian beer was ice cold and the golf was good...at times! The four provinces of Ireland were represented, as the event continues to grow in numbers. “The event would not be possible without our suppliers and their generous support,” says Suneel Seetal, Regional Sales Manager, PaperlinX Ireland. “PaperlinX would like to

Enda Brophy, Director, PaperlinX Ireland, presents Barry Wyse of Academy Signs with the closest to the pin prize.

M’Tec Graphics and PaperlinX Ireland staff.

The second place team from EF Signs in Tralee, Co Kerry.

thank all of our suppliers who contributed to the event, including our regional couriers. This event is aimed at bringing the sign community together as a way of thanks from PaperlinX and it provides the ideal opportunity for our customers to get to know our team. We would also like to thank and recognise Paul Dunne of Hisun Technologies for the event signage and Jason Clarke of Print & Display for donating the trophy boxes. The SignMakers of Ireland Golf Society will kick off next year, with our first event in March at one of the best courses in the world. We hope that our customers can join us in Waterville, Co Kerry for the historic event!”

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THE VOICE OF THE INDUSTRY // WWW.IRISHPRINTER.IE

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OCTOBER 2014 // THE VOICE OF THE INDUSTRY // WWW.IRISHPRINTER.IE

NEWS

Bizquip Signs €280K Sherry FitzGerald Deal

PAPER

Price Increases Hit Printers Hard

PROFILE

Global Acquisition Boosts Irish Print Managers

Irland

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PRINTER

March 2014 // The Voice of The indusTry // www.irishprinTer.ie

Design

Red Dog Reflects on its Positive Relationships with Printers

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Marketing

iPeX 2014 Preview

Companies Must Innovate to Heidelberg Offers Irish Printers Capitalise on Direct Mail Growth 20/20 Vision

Packaging

Watershed Label Centre on its Latest Flexo Press Investments

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IRISH PRINTER | News

Close Brothers Strengthens Ireland Team

lose Brothers Commercial Finance, part of Close Brothers Group plc, has appointed Trevor Collier and Frank Byrne as Sales Directors in their asset finance team in Ireland. Trevor, a qualified financial advisor with 14 years’ experience in the finance industry, previously held lending positions at GE Capital, Bank of Scotland and Certus, while Frank has been involved in the finance sector for over 20 years, most recently with We Finance and ACCBank. In their new role as Sales Directors, Trevor and Frank will support firms by devising bespoke funding solutions, allowing them to access the working capital required to maintain operations and achieve growth. Trevor will work directly with businesses in the Leinster region, while Frank will operate throughout the south east of Ireland, including Waterford, Kilkenny and Wexford.

Trevor Collier

Frank Byrne

PERIGORD APPOINTS EX ASTRON CEO AS CHAIRMAN

erigord Premedia, a leader in the delivery of outsourced artwork packaging solutions for life science industries, has appointed David Mitchell as its Non-Executive Chairman effective from October 31st. Mr Mitchell founded Astron, a provider of document management solutions and associated business process outsourcing services, in 1996 following a management buyout of three print-related businesses. He oversaw the growth of this business, leading to its sale to RR Donnelley, the world’s largest print group, in 2005 for US1$bn. Mr Mitchell is currently a director of UK venture capital firm, 24 Haymarket Ltd. “We are delighted to welcome David to the board,” says Perigord’s CEO Alan Leamy. “We are very enthusiastic about working with him and benefiting from his outstanding track record, experience and skills in scaling companies like our own.”

David Mitchell says he is “delighted” to have been appointed Chairman of Perigord. “This is an exciting business with innovative offerings which is well positioned to exploit the growth potential for artwork management solutions in pharma,” he says. “I have been impressed with the hunger and energy of the management team and I am very much looking forward to working with them in this vital period of their growth journey.” Founded in 1976, Perigord Premedia provide global packaging artwork and software solutions to many of the world’s leading pharmaceutical and healthcare companies. They lead the industry in compliant artwork production services and count six of the world’s top 10 pharma companies as clients. Perigord’s flagship software product GLAMS is a web-based artwork management system that has been developed to manage and streamline the artwork process from concept through to printing. It places total

David Mitchell

control over artwork assets in the customer’s hands, enabling greater compliance within the client’s supply chain process while at the same time accelerating the client’s time to market.

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News | IRISH PRINTER

TPI AND PADDY POWER PACK A PUNCH

Imposition Software Set to Revolutionise Newpaper Production

he Printed Image have won the tight race to become Paddy Power’s official Irish print supplier. The contract covers areas such as retail Point of Sale displays and marketing collateral, as well as bespoke and clever customer communications. “We are very excited about working with Paddy Power and we hope that this is the start of a great partnership, of a match that will deliver on quality, innovation and some fantastic marketing campaigns,” says The Printed Image CEO Colin Culliton. “I believe that the brand values of both organisations – fun, fair and friendly - are a perfect match. This win reaffirms The Printed Image’s position as the number one marketing design, print and promotional materials supplier in the country.” Established in 1990, TPI have built an international reputation for customer service, offering creative, cost-effective marketing solutions to their clients.TPI employ over 110 people in their facility at Font House in Fonthill, West Dublin. Alongside Paddy Power, TPI also partner with many of the country’s leading brands, including blue chips such as Coca-Cola, Bulmers, Irish Life, Mondelez, PTSB and GSK.

opic Newspapers Ltd in Mullingar, Co Westmeath, has become the first newspaper group to install a software package that is set to transform newspaper production. The Pyxis Pages software has been supplied by software company Pyxis, which is based in Birr, Co Offaly, and is a sister company of well-known midland’s print company, The Print Factory (see Page 28). Pyxis is a family business, which is run by Managing Director Lisa Dooley, her brother Simon and father, software developer Brendan Dooley. “We decided to install Pyxis Pages because we needed a piece of software that would speed up the process of assembling pages for imposition and that would be reasonably priced,” says Tom Ciaran, Owner of The Topic Newspapers Ltd. “We spoke to Pyxis and while they did not have something ‘off the shelf’, they said they would take a look at the problem and see what they could come up with.The result was Pyxis Pages, which is an excellent piece of software and does exactly what it says on the tin in terms of planning and imposing pages for platemaking. It is also quite simple to use. We feel that this software has the potential to completely automate the imposition process.” Prior to installing Pyxis Pages, the weekly Westmeath Topic newspaper was using a completely manual system which had been devised in-house and which Tom says was prone to errors. “I think the Pyxis Pages software will speed up the imposition process on the Westmeath Topic and reduce errors and it will enable us to deal with a bigger workload in a shorter time span,” says Tom. The Topic Newspapers is also looking at investing in another software product from Pyxis which will enable them to deliver their invoices and statements by email rather than by post. “This should provide a better service, save time on printing stationery and stuffing envelopes, and it should pay for itself in a short space of time,” says Tom. “Again Pyxis did not have a solution ‘off the shelf’ but they have written a very neat little programme that addresses our needs. We are in the final stages of testing and expect to go live in November. These guys are really good!” Founded in November 1971 as an A4 ‘Topic Magazine’, the locally owned, printed and published Topic Newspapers comprises four titles - the Westmeath Topic, Athlone Topic, Offaly Topic and Meath Topic.

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IRISH PRINTER | News

80% OF PRINTERS

RECOGNISE

NEED FOR CHANGE

anon published its full 2014 Insight Report, entitled Building Your Future with Print, on October 20th. This latest independent industry survey, the fifth in the series of Insight Reports commissioned by Canon, reveals that 80% of printers recognise the need to change to meet the future needs of their customers. This is an increase of eight per cent since the first Insight report in 2008. Overall findings from the research show that there is a healthy demand for print as a communications medium and little sign of decline over the past two years, with 62% of print and media buyers commissioning print for their communications campaigns. Conducted by an independent research consultancy, the survey sets out to compare the views of printers with print and media buyers and to examine how these trends and attitudes have changed from earlier reports. By analysing feedback from the two participating groups, the results of the report provide a clearer vision and set of recommendations for printers to successfully drive their business forward. The survey centred around over 550 telephone interviews with senior decision makers (275 commercial printers and 277 print and media buyers of differing sizes) across a wide range of sectors and from 25 countries throughout Europe, the Middle East and Africa. According to the views of the print buyers, print still offers considerable value, possessing the unique ability to reflect quality, reach the more challenging ‘offline’ audiences, and differentiate messaging from digital communication. However, with predictions of growth in digital and online media, and with 38% of buyers indicating a likely decrease in the use of print, printers will need to continue to work hard to promote the values of print to prevent migration to what is perceived by respondents to be more measureable and trackable ‘virtual’ alternatives. While print buyers are broadly satisfied with their print providers, with 84% stating they meet their communications needs, there is still scope for greater customer engagement to improve business opportunities. Only 56% of print buyers feel they are made aware of new developments by their printers, leaving 44% acknowledging that their printer is not keeping them informed. This indicates that there is still room for printers to improve in terms of providing advice and introducing them to the latest products and technologies. Despite some lack of education in the latest developments, awareness and use of digital print applications and services continues on a strong upward trend, with short run

publications, print-on-demand and web-to-print all witnessing continued growth, fuelled in part by cost and time pressures from the buyers. Web-to-print has seen the greatest increase since the last Insight report, with a 50% growth since 2012. However there is still a lack of awareness, with 39% of customers remaining unaware of the availability of webto-print services. Equally compelling is the opportunity to expand service offerings into non-print media to complement their existing print communications. Today, 68% of print buyers use multi-channel communications, a significant rise of 10% in just two years. Canon’s 2012 ‘Bigger Picture’ report also highlighted print being used in 94% of multi-channel campaigns, making it the foundation on which virtual media can then be deployed. By contrast, only 20% of all printers offer multi-channel campaign co-ordination, indicating a gap between the help that print buyers want and need in developing their multi-channel campaigns and what their printers currently offer. One of the most interesting findings from the survey is that, despite 80% of commercial printers recognising the need to change the way they operate, the majority still lack structured planning for the future. Only 48% of commercial printers have a formal marketing or business development plan in place and where one exists, only half review it on a regular basis.

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04/11/2014 17:49

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04/11/2014 10:44

IRISH PRINTER | Cover Story

CRISIS LOOMS AS APPRENTICESHIP NUMBERS FALL

THE CONTINUED DECLINE IN THE NUMBER OF APPRENTICES COULD HAVE A POTENTIALLY CATASTROPHIC EFFECT ON THE TRAINING STRUCTURES FOR THE IRISH PRINT SECTOR AND COULD IMPACT SEVERELY ON THE FUTURE VIABILITY OF THE INDUSTRY IN IRELAND. MAEV MARTIN REPORTS.

epresentatives of the Irish Printing Federation and The Design Print and Packaging Skillnet met with Solas recently to discuss the falling numbers of apprentices in the printing industry. But, as many people in the industry already know, the number of apprenticeships has been declining over the last number of years. Last year the industry had only four new entrants and, at the time of writing, only two apprentices have registered for the year commencing 2015. In addition, Solas has informed the Irish Printing Federation and the Design, Print and Packaging Skillnet that it is is highly unlikely that the apprenticeship scheme will go ahead if more apprentices

aren’t registered. Furthermore, if the scheme does not proceed in 2015 it will be unlikely to restart again. “In an industry which is already experiencing a skills shortage, this is potentially catastrophic,” says RPD Ltd Managing Director and President of the Irish Printing Federation, Tom Clements. “At a time when there appears to be some signs of economic recovery, the last thing we need is the risk of wage inflation that would undermine that recovery. The unions have already intimated that if their members were required to take on training duties outside a recognised apprenticeship structure they would be arguing that a premium be paid for such work. While the legitimacy of that

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Cover Story | IRISH PRINTER

standpoint may be debateable, I think it would be better all round if we avoided it.” Solas have agreed with the IPF and the Skillnet that the apprenticeship scheme for 2015 will proceed if the industry can get between eight and ten apprentices by November 30th. “So our message to the industry is that if you think you might be in a position to take on an apprentice, please contact Solas or the IPF as a matter of the utmost urgency,” says Tom. Chris Feeney, Manager of the Apprenticeship Services Section in Solas, says that Solas tries to engage with employers as much as possible when it comes to organising training and encouraging participation in apprenticeship training programmes. “We are meeting with employers and representatives from the print sector to promote the Print Media Apprenticeship scheme,” he says. “The more exposure the scheme gets, the more likely it is that people in the industry will understand how crucial it is to put in place the skills necessary to resource the industry into the future. The way that all apprenticeships are structured is that they are employer-driven and industrydriven so apprentices can’t be registered into the craft until they have an employer. That is one of the requirements for entry into apprenticeship so all Solas can do is promote the apprenticeship through the Print and Packaging Forum, the Irish Printing Federation and our other contacts with employers.” Chris was invited to address an IPF breakfast meeting on October 29th to outline the current crisis in the apprenticeship system to employers. “I spoke to them about the apprenticeship scheme and the benefits of apprenticeship and I explained to them that we have a capacity in the scheme to train a class each year and the class can be up to 14,” he says. “However, to date there have only been two registrations for next year and the closing date for registrations is November 30th. That would mean that the apprentice would only be with their employer for six weeks and they would start attending Dublin Institute of Technology (DIT) in January. Solas would need at least nine participants to make it viable for us to run the Print Media Apprenticeship course next year and in future years because there is a huge investment by the State to provide the facilities. In our discussions with the IPF we have been explaining the difficulty

“SOLAS WOULD NEED AT LEAST NINE PARTICIPANTS TO MAKE IT VIABLE FOR US TO RUN THE PRINT MEDIA APPRENTICESHIP COURSE NEXT YEAR AND IN FUTURE YEARS BECAUSE THERE IS A HUGE INVESTMENT BY THE STATE TO PROVIDE THE FACILITIES.”

that arises for Solas when there are small numbers of apprentices. A decision will have to be made regarding the suspension of the registration of apprentices into the craft or the cessation of the provision of the service from DIT with a view to moving it elsewhere.” Chris says that during Solas’s meetings with the IPF the possibility of introducing a bi-annual intake of apprentices was discussed. “The IPF asked us if this was possible in order to bring up numbers but if we introduced that approach it would take longer for the apprentices to go through the system,” he says. “Also, there is no guarantee that the facility would be available on a bi-annual basis so those are some of the difficulties that we would face if we went down that route. At the moment there is only one facility for training print media apprentices in the country and that is DIT. “ APPRENTICESHIP APATHY All of this begs the question – ‘Why is the industry so dis-interested in the apprenticeship scheme?’ “From talking to representatives from the IPF, we get the impression that people within the print industry think that someone else is going to look after the apprenticeship scheme or that other companies will take on apprentices,” says Chris. “I don’t believe that it is the case that the industry is apathetic about the apprenticeship scheme, it is more a misunderstanding on

the part of a lot of small to medium sized companies in the industry who believe that someone else is looking after it and that they therefore don’t need to nominate people. They think the bigger print companies or newspaper publishers are taking on apprentices. The interest in the scheme does exist in the industry but print companies, maybe the smaller operators, don’t realise that their participation is important.” Changes at the Print and Packaging Forum are another factor. “In the past we have supported the position of the Director of the Print and Packaging Forum,” says Chris. “At one time, FÁS and the IDA were funding the post of Director of the Print and Packaging Forum. The former Forum Director Gerry Andrews visited employers and actively encouraged them to engage with the apprenticeship system. However, because of funding constraints, people are volunteering to do work for the Forum. They aren’t being paid and they don’t have the time to canvas employers. Also, the economic situation and the changes in technology in the print sector have led to a loss of focus on the apprenticeship scheme on the part of employers. That is understandable because people are so worried about staying in business. Solas’ role is to explain to employers the value of the apprenticeship to their own industry and the value of the on-the-job training that they can provide as part of the programme.”

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04/11/2014 17:18

IRISH PRINTER | Technology

What Can Augmented Reality

DO FOR PRINT? THE RISE OF THE SMART PHONE AND OF MOBILE COMPUTING POWER MEANS THAT CONSUMERS ARE BEING CONSTANTLY IMMERSED IN INTERACTIVE MEDIA. AND PRINTED MEDIA HAS REMAINED RATHER STATIC UNTIL NOW.

rinting has been around since the 15th century when the German blacksmith, printer and publisher Johannes Gutenberg introduced it to Europe and started the information age. And print had the communications market cornered for centuries until the invention of the worldwide web and, more recently, the smart phone and the rise of mobile computing. While no one can doubt the usefulness of printed media, digital media provides more information to the consumer. But Augmented Reality (AR) takes the best of both worlds by giving users the opportunity to interact with printed media in a new and exciting way. WHAT IS AUGMENTED REALITY? AR has been around since the 1990s

but itâ&#x20AC;&#x2122;s only now getting to a point where it is ready for the consumer market, thanks to the advent of mobile processing power. AR is a live, direct view of the physical world with virtual elements embedded seamlessly. As a result, the technology functions by enhancing a personâ&#x20AC;&#x2122;s current perception of reality. AR uses physical targets in the real world to superimpose a three dimensional object on top. With the target used as a tracker, the user, using a smart phone, can move around the object to inspect it from every viewing angle. The absence of a strong technical understanding of the system has prevented this revolutionary technology from being used successfully in the Irish market. But now well-known Dublin-based printer Russell Altman

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Technology | IRISH PRINTER

has become the first person in Ireland to offer customers an AR experience which can then be viewed by their customers using large wall graphics and/or customised wallpaper. The wall graphics and/or customised wallpaper is supplied and created by Russell’s large format printing operation, WallMural.ie. Eoin Fitzgerald of Promogroup is collaborating with WallMural.ie to provide this AR experience for Russell’s clients and potential clients. For example, consider a retail store with a promotion that allows users to download an app for their phones which invites them to chase a computer animated character around the store in order to win a prize or voucher at Christmas time, or any other time that the store wants to run a promotion. This simple promotion would encourage the store’s customers to download their app to their phone which would then allow the store to send on more promotional information via the instant notifications system. Clients of WallMural.ie can now integrate this new interactive media into their current promotion and they don’t require any technical knowledge to do so. It doesn’t stop there either - not only can you have virtual objects but you can also embed video and audio clips into the real world or even create a game around the physical world. The possibilities are endless. I’m sure most people who are involved in the marketing, advertising, retail and, indeed, large format printing

sectors can imagine how much more interactive a standard poster could be with this new technology because it will give the client increased exposure to their advertising campaign. “AR technology is the ultimate gateway to printed matter,” says Russell Altman. “Of all the online technologies that have emerged since the invention of the worldwide web, AR is the one that printers and print companies can adopt and use to promote print. It is the digital technology that works for, not against, print because it highlights print’s unique attributes and exposes digital users to a wide variety of printed media.” The reason this technology works so well with printed media is that in order for AR to work it needs targets to project the virtual object onto. Before now, these targets had to be a rudimentary design which could be easily processed by the computer but now Russell’s method allows clients to use any image as the target. As the producer of the printed media, integrating this technology is a logical step for printers and print companies. THE FUTURE OF AR AR isn’t going anywhere. In fact, with the advent of AR glasses such as Google Glass or Meta AR it won’t be long before AR will be taken from our smart phones and put directly into our field of vision. Imagine you are wearing a pair of glasses and seeing your printed media come to life while walking by it, or seeing a real time video advertisement floating in space

IT IS THE DIGITAL TECHNOLOGY THAT WORKS FOR, NOT AGAINST, PRINT BECAUSE IT HIGHLIGHTS PRINT’S UNIQUE ATTRIBUTES AND EXPOSES DIGITAL USERS TO A WIDE VARIETY OF PRINTED MEDIA.

informing you about your printed advertisement, or even a menu on the table or a restaurant that has an image of the food you plan to order in real time as if it was actually there in front of you. The future of AR is very promising but it needs print and the print industry’s support to make it a successful commercial entity. So what are you waiting for? RUSSELL’S SERVICE: • Choose a campaign that might suit the promotion or event for your business. • Meet with Russell and his team to go through the endless ideas and creativity that is there to help you promote your product. • Be prepared to allow design time for this quality of work. • Make sure you have a budget - this is not an overnight project. • Get ready to move to the next level.

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IRISH PRINTER | Wide Format

NEWTONE GROUP HAS LIMERICK

ALL WRAPPED UP

imerick City of Culture is set to get pan-European promotion after a leading international logistics company wrapped a new articulated lorry with images promoting the year-long celebration. STL Logistics has become the latest City of Culture ambassador through its decision to brand the new FH12 Volvo and its 45 foot trailer with cultural images for the remainder of the year. The collage of images was designed, printed and wrapped on the truck by Limerick-based graphic design and signage company, Newtone Group. The images on the globe-trotter cab and trailer are a representation of some of Limerick’s best known cultural sites and scenes, from the famous celebrations at the Gaelic Grounds last year for Limerick’s Munster Final victory, to King John’s Castle, the Treaty Stone, St. Mary’s Cathedral and Thomond Park. The images will be carried an estimated 2,500 kilometres weekly through some of the largest cities in the UK and Europe as the articulated trailer carries products such as bio-pharmaceuticals, baby food and agri sector products internationally. It will also be prominent on Irish roads and motorways as it makes its way to ports for sailings. “We approached Newtone Group with a concept and they led this project with great enthusiasm and were able to advise on what was possible (even though we asked for the unexpected),” says Michael O’Riordan, Newcastle West businessman and owner of STL Logistics. “The management from start to finish was second to none, from

design right through to managing local photographers. All work was carried out in secrecy because we didn’t want the project to be leaked prior to the unveiling.” STL Logistics employs 260 people in Limerick. Unveiling the vehicle, Mr O’Riordan said that STL Logistics was delighted to play its part in promoting Limerick City of Culture. Director of Limerick City of Culture Mike Fitzpatrick said that the STL Logistics initiative was one of the best examples of the support that there is in Limerick for the project. “This is a fantastic gesture by STL Logistics - it was entirely their idea but we were delighted when they picked up the phone to us and told us of their intention,” he said. Newtone Group has received well deserved recognition for

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Wide Format | IRISH PRINTER

the extremely high quality design and installation of the STL City of Culture Truck Wrap. This level of customer satisfaction has led to further projects being undertaken on a regular basis, not only by Shannon Transport Logistics (STL) but by other companies who have seen or heard about the truck on the company’s website or via its social media outlets. Newtone Group Managing Director Neil McMullen says the company promoted the Limerick City of Culture wrap on Facebook and received a lot of work from other companies as a result. “We ended up with 10 more trailers and two more trucks to wrap as a result of our work for STL and the way in which we promoted it on Facebook, including two white Renault premiums, which we wrapped in black for Guinness,” he says. The Metamark substrate on which the wraps were printed was supplied by digital, sign and banner materials specialists Trimwel.

ROLAND LAUNCHES 64 INCH DYE SUB MODEL Roland DG has launched the Texart RT-640, a 64 inch dye sublimation transfer printer that comes in either four or eight-colour ink configurations and with a choice of RIPs. Top speed is 32.6 square metres per hour. The new printer incorporates a gold-plated, antistatic printhead capable of printing seven different droplet sizes. There is a bulk ink system that uses one litre airtight-sealed pouches and the Roland ink switching system allows users to load a fresh pouch without stopping the printer. In four-colour CMYK mode, this system provides two litres per colour and automatically switches to the other ink pouch when the first pouch runs out. “One of the Texart RT-640’s major innovations is the new ink,”says Roland Product Manager Mark Elvidge. “Previously, colours sublimated to fabrics could look distorted with dull blacks, missing greys and fuzzy details. The RT-640’s variable droplet technology in combination with new Roland Texart dye sublimation ink displays bold, vibrant colours and rich velvety blacks, as well as subtle gradations and fine details.” Roland Printer Assist enables the operator to manage production, test-printing and cleaning functions directly from an iPad tablet from virtually anywhere within the premises. The printer is backed up by a one year RolandCare silver warranty. When it comes to RIPs, printers can choose VersaWorks, developed by Roland for Roland printers, or ErgoSoft Roland Edition, which has textile-specific features.

GA98-INCH WIDE ANAPURNA MAKES GLOBAL DEBUT Agfa Graphics launched the new Anapurna M2500i with optional automated board feeder at SGIA 2014 in Las Vegas last month. The 98-inch (2.5 metre) wide, six-colour plus white UV-inkjet printing system is the most recent i-series introduction and is designed for sign shops, digital printers, photo labs and graphic screen printers. It is ideal for indoor, outdoor and niche applications such as art reproductions, mouse pads, DVDs, wood, architectural and interior decorations, as well as lenticular displays. The M2500i prints on rigid

and flexible media, including boards/sheets, roll-to-roll and roll-to-sheet. Multiple boards or borderless printing further increases productivity, as does the system’s automated board feeder because it allows for volume printing of small board sizes (up to five boards can be printed in parallel). The Anapurna M2500i features six Konica Minolta KM 1024i Grayscale print heads for colour and two KM 1024i heads for white. It prints at a maximum resolution of 1,440 x 720dpi and has a maximum speed of 1,238 square feet per hour (115 square metres per hour).

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Wide Format | IRISH PRINTER

98-INCH WIDE ANAPURNA MAKES GLOBAL DEBUT Agfa Graphics launched the new Anapurna M2500i with optional automated board feeder at SGIA 2014 in Las Vegas last month. The 98-inch (2.5 metre) wide, six-colour plus white UV-inkjet printing system is the most recent i-series introduction and is designed for sign shops, digital printers, photo labs and graphic screen printers. It is ideal for indoor, outdoor and niche applications such as art reproductions, mouse pads, DVDs, wood, architectural and interior decorations, as well as lenticular displays. The M2500i prints on rigid

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07/11/2014 12:11

IRISH PRINTER | Wide Format

Horizon Installs First Mimaki JV300 in Ireland

orizon Digital Print recently introduced a compact model to its otherwise sizeable large format production line when it became the first company in Ireland to install the recently launched Mimaki JV300 solvent digital inkjet printer. In the few weeks since its arrival, the company has noticed a significant surge in productivity. Originally opened in the city centre in 1986 as a pre-press operation, the award-winning Dublin-based printing company has witnessed many changes in the industry over the last 30 years. And they have embraced the opportunities that each leap in technology has provided. With two purpose-built sites on the Phoenix Industrial Estate in Dublin, over 60 employees, and a 24-hour shift rota in operation to manage its substantial workload, Horizon offers a holistic service, from design to print through to installation. Take a tour around the premises and the sheer size and scope of Horizon’s printing setup becomes apparent. Its vast capacity is made

possible by an array of grand-format digital production presses. According to the company’s website, the formula for its success is excellent quality, short lead times and reasonable prices; and it certainly has the capability there to fulfil its customer promise. The new kid on the block, not just for Horizon but for the Republic of Ireland, is the cutting-edge Mimaki JV300-160 which, at first glance, looks dwarfed by the other hardware on site. However, in true David and Goliath form, this 1.6 metre solvent printer is not only holding its own but proving itself by holding the fort, as Digital Manager Kenneth Kavanagh explains. “What we’re loving about the JV300 is that it gets on with the job, quietly and unattended, freeing up manpower to be used on the bigger machines,” he says. “And we are finding that the speed and quality it brings is allowing us to divert an increasing number of jobs away from larger machines and over to the JV300 so it has been running continuously since it was installed. There has been a definite

Horizon Digital Print has won numerous Irish Print Awards, including the Large Format Digital category in 2013.

increase in productivity since it came on board and it is low maintenance too.” Supplied by authorised Mimaki reseller, Reprocentre Group, the Mimaki JV300 Series is compatible with both solvent and dye-sublimation ink sets, with a top speed of over 105 square metres per hour. It is available in both 1.3 metre and 1.6 metre widths. It has a staggered dual print-head system which, coupled with variable ink dots and large ink drops, means excellent quality is maintained at high speed. “We’ve been running the JV300 in four-colour mode because it runs at tremendous speed this way,” says Kenneth. “What is really impressive is that we are getting the same colour gamut on the JV300 that we were only able to achieve with our previous eco-solvent printer when it was in six-colour mode. It is enabling a very noticeable increase in productivity but without having to compromise on print quality, which is perfect for the volume of outdoor advertising that we produce.”

The inkset in Mimaki’s JV300-150

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IRISH PRINTER | Packaging

GOING DIGITAL CONNECTS BRANDS AND RETAILERS

IN NEW WAYS HP announced last month that Ultimate Packaging, a leader in the production of printed flexible packaging for the food industry, is enabling brands and retailers to connect with consumers in new ways with the installation of a HP Indigo 20000 digital press. With 300 employees, an annual turnover approaching £50m and an end-to-end capability for the design and production of high quality flexible packaging, Ultimate Packaging is an approved supplier to all of the UK’s food retailers and many major brands. The company manufactures between 60 to 70 million metres of food packaging every month from its traditional flexo print business as well as its expanding digital business. “Packaging is the only interruptive media left, and global brands are starting to recognise that digital print allows them to connect with their customers like never before,” says Chris Tonge, Sales and Marketing Director, Ultimate Packaging. “Going digital has allowed us to engage with global brands on personalisation

and customisation projects on flexible packaging, opening up both existing and new markets, and giving us a unique position in the UK, Europe and beyond. The HP Indigo 20000 means we can talk to brand owners about strategic marketing campaigns rather than continually discussing price and production.” Ultimate Packaging installed an HP Indigo WS6600 digital press about three years ago to prepare for the wider HP Indigo 20000. A 30-inch wide roll-to-roll printer, the HP Indigo 20000 digital press has transformed the company’s capability to digitally produce flexible packaging jobs on-demand with no make-ready and minimum waste. It enables the company to meet growing requirements for shorter run lengths, shorter lead time and higher print quality, while incorporating customised, personalised variable data printing. The HP Indigo 20000 can handle substrates from 12 to 100 microns, which allows Ultimate Packaging to digitally print a full range of foodapproved packaging.

“As customers worldwide adopt the HP Indigo 20000 and other HP solutions, we continue to drive the analogue to digital conversion of labels and packaging printing,” says Julia Cole, UK & Ireland Marketing Manager, HP Indigo. “The volume of labels printed on HP Indigo digital presses is growing at a rate of 30% year-on-year in a market that averages just five per cent yearly growth.”

Ultimate Packaging is an approved supplier to all of the UK’s food retailers and many major brands.

CHEETAH SMASHES SPEED BARRIERS FOR LABEL PRINTERS Xeikon launched on September 9th last what it claimed was the ‘most important advancement for the digital label market in 15 years’ – the Xeikon Cheetah digital colour press. The press is 60% faster than any other model in its current press portolio and is dedicated solely to selfadhesive/pressure sensitive label production. It can output high quality labels at 98 ft/min (30 m/min), making it the fastest five-colour digital label press in the world. Visitors to the company’s booth at Labelexpo Americas 2014 in September could see live demonstrations of the new press, which will be available commercially during 2015. The Xeikon Cheetah can handle substrate widths of up to 13 inches (330mm) with a print resolution of 1.200 x 3.600 dpi. It utilises full rotary printing where the press speeds are independent of the number of colours used

and/or the repeat length of the job. Full rotary printing also makes step-and-repeat and subsequent finishing operations straightforward. In addition, the Xeikon Cheetah uses dry toners that meet FDA regulations for food contact and it has the ability to print opaque white toner in one pass. In addition to the standard CMYK + White, the fifth station on the Xeikon Cheetah can be used to print gamut expansion colours or security toner. The press also includes automatic in-line register and density controls. The imaging width is up to 12.7 inches (322mm) while the repeat length is variable from 0 to 180ft (0 to 55m). Media weights range from 40gsm to 350gsm. Xeikon now offers six presses in its label and packaging portfolio, providing solutions from entry-level to high capacity production.

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Packaging | IRISH PRINTER

GOSS OPTS FOR CORONA TREATMENT ON SHOWROOM PRESS Goss has installed Vetaphone corona treatment units on a seven-colour Sunday Vpak 500 web offset press in its Goss Packaging Technology Centre in New Hampshire in the US. The Vpak press is fitted with flexo capability and both UV and EB curing units. With an 850mm web width, and 406mm to 812mm variable repeat range, the Vpak series is Goss’ first venture into the burgeoning market for package printing. “One of the many advantages of Sunday Vpak technology is its substrate flexibility - the same print unit can be used to print on paper, board and films so equipping a press with the proper tools to assist in providing good ink adhesion is essential,” says Peter Walczak, International Director of Product Management for Packaging Presses with Goss. “When it came to choosing a partner for the corona treatment for film applications on our Vpak demonstration press line, Vetaphone was the obvious choice: they invented corona technology and they have developed the de facto standard for most applications.” Kevin McKell, Vice President Sales & Marketing for Vetaphone, says that the Vetaphone unit fitted to the Vpak showroom press will enable Goss to achieve the perfect dyne level that ensures adhesion across a range of products.

Vetaphone’s corona treatment unit will enable the Goss Vpak to realise its full substrate handling potential.

HP Helps Take ‘Share a Coke’ to America HP Indigo digital presses have delivered the largest volume of personalised Coca-Cola labels ever produced for a single country. The campaign, introduced in Australia in 2011, launched in the US this summer, adding more than 250 popular names, nicknames and terms of affection to customised Coca-Cola products. The labels were printed on HP Indigo WS6000 series digital presses. An overview of the campaign, which has raised awareness of the capabilities of digital printing among businesses and customers alike, was presented to the European market by Coca-Cola’s European Head of Design & Graphic Production, Till Schutte, at Fespa 2013. Using targeted consumer demographics data and variable data printing, HP worked with Coca-Cola to segment the production lanes of its HP Indigo WS6000 series digital presses to produce varying run lengths of each name based on US regional demand. Running 24 hours a day and six days a week for approximately three months, the HP Indigo WS6000 series digital presses delivered the productivity and quality required to meet Coca-Cola’s weekly production minimums and hit launch volume specifications. HP supported production with an around the clock technical service to maintain maximum press utilisation. To create a

strong, durable label, able to withstand the fast speeds of US bottling lines, a new substrate and a laminate construction replaced the original media and varnish overlay technique used in Europe. Coca-Cola Red Ink was reformulated to accommodate the new substrate, and the updated colour was maintained across all US print providers’ HP Indigo digital presses to ensure colour consistency worldwide. The campaign, which launched on July 1st in the US, included a 500-stop, cross-country ‘Share a Coke’ tour featuring travelling kiosks, enabling fans to customise a Coca-Cola mini can for themselves and a second can for someone special.

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IRISH PRINTER | Packaging

The ‘battle of decoration technologies’ was the focus for an expert panel of suppliers at the annual congress of the label industry’s international association, FINAT. Their discussions provided valuable insights that could improve communication between brand-owning end users and their ‘label’ suppliers – including printers.

A LABEL IS A

COMPLEX TECHNICAL CONSTRUCTION The ‘battle of decoration technologies’ was the focus for an expert panel of suppliers at the annual congress of the label industry’s international association, FINAT. Their discussions provided valuable insights that could improve communication between brand-owning end users and their ‘label’ suppliers – including printers.

elivering a ‘label’ is not just a matter of printing it. It involves a complex value chain that also spans the material to be printed and the machinery to apply it, whatever the technology employed. Representatives from key - and different - aspects of today’s industry supply chain formed the discussion panel. They were Stefan Richter of Krones, leading manufacturers of advanced process, filling and packaging equipment, including different label application systems; Geert-Jan Kolkhuis Tanke (NL), Avery Dennison, representing a leading global supplier of label materials, both paper and film, particularly for self-adhesive labels; and Raul Matos (US), founder of Karlville Development LLC, global leaders in shrink sleeve converting and application equipment, as well as pouch converting. The opportunity to cross-question suppliers was enthusiastically embraced by the congress delegates who were encouraged prior to the debate to

submit questions to moderator Marc Büttgenbach, worldwide sales director for labels and consumables for Bizerba, global providers of a wide-ranging portfolio of hardware and software products, particularly in the food arena. WHICH TECHNOLOGY? “Why would a brand owner choose any particular labelling technology for a product?”, Mr Büttgenbach asked. For shrink sleeves, Karlville’s Raul Matos said that it is the “ability to label different shapes and sizes of container”. He said that sleeves on smaller single-serve bottles are economicallyviable. Avery Dennison’s Geert-Jan Kolkhuis Tanke said that the choice driver for self-adhesive labels would be “the huge selection of materials and products available to meet every price requirement and changing with innovation, as with other technologies.” In fact, the panel agreed that we are living in a multi-technology society - and a society where the

materials employed will work with both conventional and digital presses. “Krones today make multi-technology labelling machines,” said Stefan Richter, reviewing current trends. “While wetglue labelling is declining, it is still only possible to achieve the ‘no-label look’ with self-adhesives.” EVER-CHANGING DEMANDS Indeed, the demands of a label are ever-changing - not just in response to brand owners’ marketing and promotional needs, such as QR codes, but in response to legislative requirements for expanded label content. The requirement for greater label space, and bigger labels, is certainly challenging brand owners and the label supply chain. In this respect, Avery Dennison’s Geert-Jan Kolkhuis Tanke drew attention to the value of leaflet labels, which he described as ‘applying labels to labels’, and which have been a successful feature of selfadhesive labelling, particularly in the

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04/11/2014 13:04

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04/11/2014 11:01

IRISH PRINTER | Packaging

WHAT, THEN, IS THE LIKELY SCENARIO FOR FIVE TO TEN YEARS’ TIME? MORE SELF-ADHESIVE PRODUCTS, GREATER EFFICIENCY, HIGH-SPEED LABEL APPLICATION, AND MUCH MORE IN THE WAY OF ‘SMART’ LABELS AND NEAR-FIELD COMMUNICATION (NFC).

field of pharmaceuticals, for many years now. Expanded label content is also an issue because of the very distinct production characteristics of shrink sleeve labels, according to Karlville’s Raul Matos. “QR codes, for example, need to be placed on an area of low shrink,” he said, underlining the need to involve the whole supply chain, from the designer onwards, in creating a successful shrink sleeve. SECURITY AND ‘SMART’ DATA FUNCTIONALITY Mr Kolhuis Tanke pointed out that barcodes and other ‘smart’ printed data also have a role to play in product authentication and track-and-trace activities, which are only one part of the opportunities to create layered overt (visible) and covert (invisible) security elements in and on a self-adhesive label. RFID labels are, of course, a good example of the successful application of this principle although, as Mr Matos added, they are today primarily “interesting as a security device for high-priced products”. The conversation moved on to a subject which the panel agreed is definitely a coming technology, linerless labelling, which is already achieving a strong presence on supermarket food prepacks. And to another developing pathway for label converters - printing flexible packaging. “Our industry currently only has a tiny percentage of this market but we could have much more,” Mr Matos observed. He reminded the audience that two different, but complementary, businesses exist within the broad packaging arena - primary and secondary packaging - both of which could be addressed by label producers. However, he added that this requires a “mindshift’ in the printing industry. “We

need to embrace flexible packaging as a closely-related brother industry,” he said. He drew attention to a good example of a practical enabler in this respect - the latest HP Indigo digital press for both paper and film webs up to 750mm wide, which is capable of printing flexible packaging. PRICE VERSUS SUSTAINABILITY The moderator directed the conversation to a major focus for FINAT members: the issue of ‘price versus sustainability’. Mr Kolkhuis Tanke of Avery Dennison said that the true definition of ‘sustainability’ needed to be established because “it is also about efficiency on the production line, and TCO - total cost of ownership: can it bring savings?” Mr Matos, for Karlville Development, expanded the discussion to include shrink sleeves which, he said, are not considered a sustainable solution in some ‘green’ communities. “But new technology does now allow sleeve separation in PET recycling,” he said. “I believe that shrink sleeves will continue to grow as packaging continues to change: refills, pouches with closures, these are the things that will create the tipping point.” Mr Richter pointed out that sustainability is also about the trend towards thinner materials. “However, they require more skill at the application point and underline the need for quality labelling materials, even though thinner materials are driven by price!” he said. THREATS Two pathways to product decoration were identified as threats to the label industry and both of them focused primarily on the increasing capabilities of digital technologies. “With all our currently available technologies we still can’t decorate a three-dimensional

surface!” said Krones’ Stefan Richter. “3D printing’s challenges are partnered in the threats arena by direct-to-container print, which does away with the need for an additional label substrate, as shrink sleeve expert Mr Matos pointed out.” THE FUTURE According to Mr Richter, Krones are seeing increasing evidence of brand owners choosing a ‘mix’ of labelling technologies. “In fact, labelling and packaging are merging together more and more,” said Moderator Büttgenbach. “What, then, is the likely scenario for five to ten years’ time?” For Mr Kolkhuis Tanke and Avery Dennison, it will mean “more self-adhesive products, greater efficiency, high-speed label application, and much more in the way of ‘smart’ labels and Near-Field Communication (NFC) - which not only influence consumer behaviour but also significantly augment label functionality”. For Karlville, Mr Matos expects that the medium term will see full automation in the application of shrink sleeves as the market matures, plus a larger share in flexible packaging, particularly pouches. Whatever the case, Krones’ Stefan Richter said that the label application machinery has a key enabling role to play. “There will be a highly-flexible ‘open system’ of application but material suppliers need to involve the application industry earlier in their developments to facilitate change at our end,” he said. FINAT, which has 600 members in over 50 countries, is actively pursuing the promotion of a broader technology base than has been traditional in label printing companies. The association’s membership is also embracing a wider definition of what constitutes a ‘label’.

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04/11/2014 14:30

IN ASSOCIATION WITH

BOOK YOUR TABLE NOW Celebrate your Christmas Party at the Irish Print Awards in 2014 Celebrating excellence in the Irish printing industry for over 30 years, nominations for the Irish Print Awards are now open. The ceremony will be held on the 28th of November in the Crowne Plaza Dublin â&#x20AC;&#x201C; Northwood and promises to be an evening to remember, rewarding the creativity and craft of the print industry.

FOR MORE INFORMATION ON THE AWARDS OR IF YOU HAVE ANY QUERIES, PLEASE CONTACT: Amy Clarkin on 01 432 1702 or email amy.clarkin@ashvillemediagroup.com

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04/11/2014 10:59

IRISH PRINTER | Innovation

IMPOSING PRODUCTION TECHNOLOGY FROM PYXIS An interesting and potentially ground-breaking suite of software products for printers and sign makers was on display at the MJ Flood/DBC Group ‘Winning the Digital Print’ race event in Leopardstown Racecourse last month. Maev Martin reports.

yxis, based in Fivealley, Birr, Co Offaly, develops software applications for small to mediumsized businesses, with a particular emphasis on the print and sign trades. The product range includes Pyxis Imposed, Pyxis Pages, Pyxis Clock:In, Pyxis Profit, Pyxis Numbers, Pyxis Ink, Pyxis Cloud and Pyxis Invoicing. Customers in the trade include Digital Outputs, Doyle Print, MLP Print, Digi Print Ireland, and Harvest Moon Print & Design. Brendan Dooley, his son Simon and daughter Lisa set up Pyxis Black Ltd, trading as Pyxis, in the second half of 2012. Lisa, who is the Managing Director, graduated from Dublin Institute of Technology (DIT) in 2011 with an honours degree in Design/ Visual Communications and worked with her dad on various software projects during her time in college. Her brother Simon studied Game Design in AIT. Simon Moloney joined Pyxis as an intern in February 2014. He has an (Hons) Degree in Business from Waterford Institute of Technology. The team are steadily growing the Pyxis brand and began marketing products to Europe, Canada, the US, New Zealand and Australia in the first half of 2014. Last year the company was a finalist in the Best New Business category of the Midlands Chamber Best in Business Awards and in the 2014 Offaly Enterprise Awards. Lisa has also participated in RTE Radio One’s ‘The Business’ show with George Lee as one of his guests on a special programme focused on ‘Young Guns’ in business. “We have a print business called The Print Factory about five miles from Birr and we saw a need for different types of software in the industry,” says Brendan Dooley. “Software has been my hobby since I left school. We were devising products for our own use in-house but

things changed after we participated in a seminar organised by Offaly County Enterprise Board called ‘Innovate or Stagnate’. The seminar looked at how businesses could innovate and progress and we mentioned one of our software products which was able to calculate mark-up. We showed how it worked and some of the people at the seminar liked it.” However, 90% of the Pyxis customer base uses its Pyxis Imposed product. “This is a fast application for arranging and numbering artwork for print,” says Brendan. “Pyxis Imposed does more than the traditional imposing of booklets and magazines. When you need to position artwork for print or add numbers, Pyxis Imposed does it all, from standard business cards and numbered docket books to the more complex twosided numbering jobs. There is also an Impose Pages Consecutively option, which is ideal for quick print proofing, fitting all your proofs onto the least number of output sheets. You can also add crop marks and bleed to pdf files if required.” Their Pyxis Pages software is designed to arrange single PDF source pages into imposed sets of four-up positioned and ready for plate-making. While the application was developed for use with a web printing press, it can be used with any similar workflow. Pyxis Pages automates the process by continually monitoring a single source folder for new pages as they are designed. When a plate set is found, the pages are automatically imposed and sent to the platemaker’s hot folder for processing. If any of the original page artwork is updated, the imposed set is automatically re-made. Pyxis Profit is a business calculator for small to medium sized business. “Based on user input, Pyxis Profit provides the average markup that a goods business

should charge or the hourly rate for a business that supplies a service,” says Brendan. “It can also supply a combination of mark-up and hourly rate for a business that supplies a service and also sells products. This category includes printers and sign makers. Users can then monitor their business performance on an ongoing basis to ensure breakeven and target profit figures are achieved. In addition, Pyxis Profit can also be used to produce and email estimates.” Pyxis Numbers creates a numbered file for use when digitally numbering artwork. It is designed to create a numbered file for use with Adobe InDesign’s DataMerge feature. However, it can be used in conjunction with any digital numbering application. Pyxis

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04/11/2014 17:35

Innovation | IRISH PRINTER

WHAT THE

PRINTERS SAY “Pyxis Imposed is fantastic – it is a great product that does exactly what it says on the tin.” Patrick Brennan, Digital Outputs “I am a Pyxis user for two years now. I love Pyxis Imposed. I use it a couple times a week for numbering and it works great.” Fintan Doyle, Doyle Print “Pyxis Imposed works so well. I love it and I have no problems at all using it.” John Purcell, MLP Print “We love Pyxis Imposed here at Digi Print. We are 100% happy with it – it is fantastic, brilliant for numbering.” Paul Oxberry, Digi Print Ireland

Top: Pyxis QR User Interface A quick response code made by Pyxis using Pyxis QR (irishprinter.ie) Above: Pyxis intern Simon Moloney.

Ink creates an ink key setting graph for lithographic printing presses. The software produces an accurate setting for each ink key. Accurate initial values help printers reduce waste and produce colour accurate prints. Pyxis describes its software as ‘the missing link between modern plate-making systems and older litho printing presses’. Pyxis Cloud Uploader is a stand-alone desktop application that allows users upload any size of file directly to their website. With Pyxis Cloud Downloader users can download files that are automatically saved to folders with the customer name. NEW QR CODE TECHNOLOGY QR codes are essentially two dimensional bar codes that can be read by a quick response code reader application on a smart phone, which automatically opens the relevant

URL. These codes were originally developed by a Japanese company, Denso, for keeping track of car parts. Today they are often used on advertisements, as discount coupons and promotions, on machinery to show operating instructions, in children’s play areas (to take them to online games) and, more recently on headstones, where one can go to an online web page to find out more about the deceased and their family. There appears to be almost no limit to potential uses for this technology. At the time of writing, Pyxis had almost completed the development of an application that will enable printers produce these codes instantly. Pyxis QR code generation was scheduled for release last month. “The application will convert any URL (web address) into either a png or pdf code for use in printing or on

“I haven’t heard any complaining from my staff regarding Pyxis Imposed so it must be doing the job! It works great here for us at Harvest Moon.” Turloch Dolan, Harvest Moon Print & Design

the web,” says Simon Dooley. “Various page layout options will be included.” QUICKPOST FOR NEWSPAPERS In addition to the recently developed Pyxis Pages, the company is nearing completion of a second application for the newspaper sector, Pyxis Quickpost. This application converts text invoices and statements into pdf files. When created, the user can choose to email a selection or all documents so a previously laborious and costly task of printing and posting is effectively eliminated. Apparently there are a number of newspaper and related publishers using an older invoicing system that has no option for inputting email addresses or creating pdf files. Pyxis Quickpost is specifically targeted at this group but it can be customised to meet the requirements of any user.

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04/11/2014 14:33

IRISH PRINTER | What’s New in Print

Agfa Wins Gold Ink Awards

gfa Graphics has been honoured with two Gold Ink Awards from Printing Impressions magazine, which runs what is considered to be one of the global print industry’s most prestigious print competitions. The Azura video card won a gold award in the Direct Mail category and the Agfa Graphics 2014 VIP Calendar won a silver award in the Calendar category. The video card was developed to promote Azura, the company’s chemistry-free printing plate. The creative strategy was to showcase the product in a piece that integrates print and video technologies. When the video card is opened, an embedded screen starts playing an educational video about Azura plates. It was created using several Agfa Graphics technologies, including Apogee workflow and Sublima screening, and it was processed through an Avalon N8 platesetter on Energy Elite Pro plates. The Agfa Graphics 2014 VIP Calendar is a testimony to the power of print and was based on the theme Connect/ Create/Care. A joint effort of the Agfa Graphics community, the VIP Calendar showcased the 13 best images submitted by employees during a photo contest. It was created using several of Agfa Graphics’ technologies and materials, including Energy Elite Pro digital thermal printing plates, the Avalon platesetter with Apogee workflow software, and Sublima screening technology. Specific offset printing techniques were used to produce the calendar.

AGFA Calendar 2014 front

HIGH-SPEED INKJET PAPER FROM MITSUBISHI Mitsubishi HiTec Paper is introducing two new eco inkjet papers for highspeed printing: Jetscript DT 8002 and DT 9002, which are suitable for transactional and transpromo communications. The new inkjet papers have matte eco top-surfaces and are printable on both sides.They are available in 80gsm and 90gsm. The lighter 80gsm version, DT 8002, saves postage costs and is therefore particularly suitable for mailings. Both products are specially developed and designed for use with pigment inks but are also suitable for dye inks. They are FSC® Mix certified products. With DT 8002 and DT 9002 Mitsubishi completes the Jetscript range.

High Speed Inkjet Paper from Mitsubishi

For more information, visit www.goldink.com.

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04/11/2014 17:39

What’s New in Print | IRISH PRINTER

Digiline Booklet also processes short print runs efficiently, typically when producing booklet labels for clinical trials in the pharmaceutical industry.

Audit-Proof Coding of Thick Booklet Labels

tlantic Zeiser has introduced the world’s first integrated system for coding up to 4mm thick booklet labels in an auditproof process verified by an inspection camera. According to Atlantic Zeiser, simple and fast job changes ensure economic efficiency even with the shortest print runs and radically different booklet formats. Digiline Booklet is for coding labels that are to be used in clinical drug trials. Digiline Booklet is based on contactless drop-on-demand inkjet technology and Atlantic Zeiser claims that it achieves ‘supreme print quality and consistency’, even with small font sizes, while incurring low operating costs in the absence of ink ribbons and print bars. Thanks to a patented, sensor-controlled transport system, the first incoming label of the roll is printed without any additional splicing of blank ribbon.

As a consequence, no blank labels can enter circulation, auxiliary tapes and working time are avoided, and expensive label waste is ruled out. The built-in camera seamlessly inspects all of the processed labels. It identifies misprinted, unprinted and missing labels. Gentle feed over large guide rollers tailored to the label format prevents accidental detachment of the booklet labels during the production process. Thanks to a special ultrasound sensor, Digiline Booklet can process fully or semi-transparent labels as well, unlike most thermal transfer printers. The integral Omega inkjet printer with UV-A LED dryer covers a range of print widths from 36mm to 210mm. Suitable label stock includes PE, PET and PVC films, as well as paper.

Built by Atlantic Zeiser, Digiline Booklet is the world’s first integrated system for coding up to 4mm thick booklet labels in an audit-proof process validated by an inspection camera.

GLOBAL DEBUT FOR CARTON WORKFLOW SOLUTION

he world premiere of an entire workflow solution for folding carton production - from a white sheet of cardboard to the finished folding carton box - will be the highlight of an Open House event being held at KAMA’s Demonstration Centre in Dresden, Germany from November 11th to 14th. This first-time production process is the result of a partnership between KAMA and HP which will involve digital printing and include primer + in-line varnishing, and will feature a HP Indigo 30000 digital printer, a KAMA DC 76 foil diecutter with AutoRegister and SBU

blanking unit, and the newly-launched KAMA FlexFold 52 folder gluer. Elsewhere in the KAMA Demonstration Centre, a separate production process will demonstrate a commercial application featuring a KAMA DC 58 die-cutter and ProFold 74 folder gluer.

A KAMA DC76 foil die-cutter with AutoRegister and SBU blanking unit.

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04/11/2014 14:46

IRISH PRINTER | What’s New in Print

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IP November 2014_WhatsNew.indd 32

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using a saddle stitching technology controlled by a PC. Designed for both the commercial and in-plant environment, the iSaddle system comes in three configurations – the iSaddle System, which consists of up to four collating towers (DSC10/60i) of 10 stations each, the iSaddle Digital System, which can be connected to a sheet feeder (DSF2200), and the iSaddle Duetto System, which will accept both the collating towers (DSC10/60i) and a sheet feeder (DSF2200). The Duplo iSaddle can suit both the traditional offset commercial printer as well as the digital printer. From 30 to 60 seconds, depending on the job’s format, the operator can switch from an offset printed job to a digitally printed job requiring multiple sheet feeding or custom feed sequence, thanks to the system’s PC controlled intelligence. 9,000 booklets per hour can be achieved when fitted with the optional DKT-200 trimmer and gutter cut knives.

QUICK TURNAROUND

uplo International recently announced the launch of two new fully automated multifunction systems - the DC-616 and DC-616PRO slitter/cutter/creaser, which will make professional finishing easier for short-run, on-demand digital printer applications, and the fully automated saddle stitcher, the iSaddle. The DC-616 and DC-616PRO are designed to remove printed borders and prevent toner cracking on digital colour documents. These all-in-one finishers can process up to six slits, 25 cuts, 20 creases and two perforations in a single pass. The DC-616 and DC-616PRO can finish a wide range of full-bleed digital applications, including brochures, invitations, book covers,

photos, greeting cards and business cards, which are normally only possible by using multiple, separate finishing devices such as guillotines, crease machines and perforators. Jobs can be programmed and stored as a template on the DC-616PRO and automatically recalled by an integral camera reading the template barcode from the printed sheet. The camera can also read an image registration, enabling the automatic compensation for image drift by repositioning the cutting and creasing for every sheet. Target markets are commercial and digital printers, copyshops, in-plants, corporate print departments, government, education and military sectors, as well as photo gift providers. The Duplo iSaddle can produce booklets from CD inserts to A4 landscape, it can run booklet thicknesses up to 120 pages, and it can deliver flatter, more precise booklets

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04/11/2014 14:22

04/11/2014 14:46

Marketing | IRISH PRINTER

SOCIAL MEDIA

KEN KENNEDY, SOCIAL MEDIA & RETENTION MANAGER AT DING, EXPLAINS HOW SOCIAL MEDIA MARKETING CAN HELP PRINTERS PROMOTE THEIR BUSINESS AND ACHIEVE BRAND REACH TO A MASS AUDIENCE.

etting started can be somewhat daunting, as I discovered during the recent Neopost roadshows where I held a clinic to discuss social media strategies with many companies operating in the Irish print sector. While there are degree courses now running to educate people on social media and digital marketing, the basic principles can be summarised in 10 top tips, which may give you some insight into how to get started and the resources you require to set up a well-planned social media strategy. In order to set up an effective social media marketing strategy, a basic understanding of the relationship between your business and social media is needed. Aligning the goals of your business with what you do on social media should be the number one thing to remember at all times.

HOW TO GET STARTED AND USE IT WISELY

1. DO YOU HAVE THE RESOURCES WITHIN YOUR BUSINESS TO MANAGE YOUR SOCIAL MEDIA ACTIVITY? This need only be one full day a week to begin with, but if you don’t have someone to dedicate to this then you shouldn’t think about social media right now. Dedicate the resource and do it right or don’t do it at all.

3. DO YOU KNOW WHAT CHANNELS YOUR CUSTOMERS ARE ON? It is all well and good saying ‘I need a Twitter account’ but are your customers on Twitter? Maybe they spend their time on Facebook, YouTube or, if it is B2B, maybe it’s just LinkedIn and Twitter. You need to do some basic research to understand which social media channels you should dedicate your time to.

2. DO YOU HAVE THE KNOW HOW? OK, so you have someone in your company who could dedicate the required time to work on your social media presence but do they know what they are doing? Social media is a science and requires a constant monitoring of your activity to always improve upon, tweak and refine, as needed, with your business goals always in mind.

4. UNDERSTAND THE MAIN REASON YOU WANT TO USE SOCIAL MEDIA Is it to gain brand awareness, use as a customer service tool, sell a product, promote events etc? This will determine how you approach a strategy for using social media and, again, the channels. For example, Twitter is an excellent tool for customer service - Ryanair is a key example of a company that is applying this well.

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IRISH PRINTER | Marketing

10. TRACK RESULTS BASED ON GOALS content. Twitter is fast moving so Like everything you do in your you may need to post an important business, you need to track what tweet more than once a day and works and what doesn’t. All your use hash tags like #dealoftheday social channels will have analytics #printmehappy (you get the idea). behind them so you can see what LinkedIn is a business network. is and is not working for you. Learn Don’t try to sell directly here. Keep from this and alter your content it business like, post important strategy based on this, with clear statistics on the print industry goals outlined from the very start. to position yourself as a thought Whether that is 10 new Facebook leader in the business, feature likes a week and one new lead from good blog articles, and show your affiliation your Facebook page based on this, everything should have a business goal in mind.

5. DEVELOP A ‘CONTENT CALENDAR’ Plan what you are going to put up on your social channels by using a social media content calendar. Agree in advance what you want to put up, and then plan the creative, copy and links that you want to include. This will help you to put some structure around what you do on social media and to manage your content. It will also allow you to define the conversations you wish to have with your audience. 6. GOOD CREATIVE IS KEY You work in the print industry so this should not be a problem for you. Imagery and video are the highest engagement content types on social media so use your power to ensure that all images and videos that you post are excellent quality. Note – videos should be brief in length for Facebook or Twitter as audiences will not spend more than 40 seconds looking at them but on LinkedIn or your YouTube channel you can afford much longer running times.

7. KNOW SOCIAL MEDIA CREATIVE GUIDELINES All creative you use on social channels should follow dimension guidelines so that it renders correctly. Review each social channel’s Help section for details. 8. SELL YOURSELF Promote your products, shout about your offers (sparingly on Facebook), use specific reference codes so you can track the source of the sale, for example “‘Quote Ref Facebook 10% off’ when claiming this deal to get your discount’’, display your work, tell people about why you’re the best, post testimonials, post information about awards won, the times you are open, your contact details. In other words, sell yourself on your social channels, but remember, Facebook fans like fun, light-hearted stuff so don’t try sell, sell, sell. Be clever and mix up your

to quality bodies or organisations. This is where you will enhance the reputation of your company in the business world and potentially grow your client list. 9. ALWAYS ENGAGE WITH YOUR SOCIAL AUDIENCE If they like, comment, share, re-tweet, favourite etc, then make sure you acknowledge them. Social media is not a one way street. It has to work both ways because that is how you build relationships with your audience and build loyalty.

SOME KEY NOTES: • For Facebook/LinkedIn - Don’t set up a personal profile and use this as your page. Set up a Company page. This will give you much more options in terms of analytics and advertising capability. It will also give a professional look to your page and remove any restrictions you would have experienced by having a personal profile. Also, know what your competition are doing. Learn from the ones that are doing it well and try to incorporate some of what they are doing into your own social strategy. • Decide on your tone of voice for each social media channel. For example, Facebook is fun, light hearted, with a real personality so talk to people in this way. Twitter is fast-paced, newsworthy content. LinkedIn is a business network so it is more formal in tone and informationled. Instagram is all about photographs and people so highlight the personality of your business - and go mad with relevant hash tags.

ABOUT THE AUTHOR: Ken Kennedy is the Social Media & Retention Manager at Ding, one of the world’s leading telecommunications providers. He lectures on Social Media and Digital Marketing at Dublin Business School.

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IRISH PRINTER | Marketing

fast moving so you may need to post an important tweet more than once a day and use hash tags like #dealoftheday #printmehappy (you get the idea). LinkedIn is a business network. Don’t try to sell directly here. Keep it business like, post important statistics on the print industry to position yourself as a thought leader in the business, feature good blog articles, and show your affiliation

6. GOOD CREATIVE IS KEY You work in the print industry so this should not be a problem for you. Imagery and video are the highest engagement content types on social media so use your power to ensure that all images and videos that you post are excellent quality. Note – videos should be brief in length for Facebook or Twitter as audiences will not spend more than 40 seconds looking at them but on LinkedIn or your YouTube channel you can afford much longer running times. 7. KNOW SOCIAL MEDIA CREATIVE GUIDELINES All creative you use on social channels should follow dimension guidelines so that it renders correctly. Review each social channel’s Help section for details. 8. SELL YOURSELF Promote your products, shout about your offers (sparingly on Facebook), use specific reference codes so you can track the source of the sale, for example “‘Quote Ref Facebook 10% off’ when claiming this deal to get your discount’’, display your work, tell people about why you’re the best, post testimonials, post information about awards won, the times you are open, your contact details. In other words, sell yourself on your social channels, but remember, Facebook fans like fun, light-hearted stuff so don’t try sell, sell, sell. Be clever and mix up your content. Twitter is

to quality bodies or organisations. This is where you will enhance the reputation of your company in the business world and potentially grow your client list.

9. ALWAYS ENGAGE WITH YOUR SOCIAL AUDIENCE If they like, comment, share, re-tweet, favourite etc, then make sure you acknowledge them. Social media is not a one way street. It has to work both ways because that is how you build relationships with your audience and build loyalty.

10. TRACK RESULTS BASED ON GOALS Like everything you do in your business, you need to track what works and what doesn’t. All your social channels will have analytics behind them so you can see what is and is not working for you. Learn from this and alter your content strategy based on this, with clear goals outlined from the very start. Whether that is 10 new Facebook likes a week and one new lead from your Facebook page based on this, everything should have a business goal in mind. SOME KEY NOTES: • For Facebook/LinkedIn - Don’t set up a personal profile and use this as your page. Set up a Company page. This will give you much more options in terms of analytics and advertising capability. It will also give a professional look to your page and remove any restrictions you would have experienced by having a personal profile. Also, know what your competition are doing. Learn from the ones that are doing it well and try to incorporate some of what they are doing into your own social strategy. • Decide on your tone of voice for each social media channel. For example, Facebook is fun, light hearted, with a real personality so talk to people in this way. Twitter is fast-paced, newsworthy content. LinkedIn is a business network so it is more formal in tone and informationled. Instagram is all about photographs and people so highlight the personality of your business - and go mad with relevant hash tags. ABOUT THE AUTHOR: Ken Kennedy is the Social Media & Retention Manager at Ding, one of the world’s leading telecommunications providers. He lectures on Social Media and Digital Marketing at Dublin Business School.

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TRINITY BOOKBINDING

LTD.

BOOKBINDING

Stafford Engineering

Specialists in hardback binding and the production of high quality ring binders, slipcases, presentation boxes\ folders, showcard mounting and foil blocking.

Unit 18A Baldoyle Industrial Estate, Baldoyle, Dublin 13. Email: trinitybookbinding@gmail.com Phone: 01 5540198 • 085 8081663 TRINITY

LTD.

Stafford Engineering provides a turnkey operation for all printers • We can now service and repair all printing and finishing machines • Rollers refurbished or replaced. Specialist coatings for Anilox and Chroming • Blade grinding, new blades and cutting sticks • Two print engineers available for onsite repair • 24 hour service, 7days a week. Unit 12 Parkmore Industrial Estate, Long Mile Road, Dublin 12, Ireland Tel: +353 (0)1 460 0055 • Email: sales@staffordengineering.ie

ALAN FERNS LTD.

TRINITY BOOKBINDING LTD. UNIT 18, BALDOYLE INDUSTRIAL ESTATE BALDOYLE, DUBLIN 13 TELEPHONE: 01-5540198

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TRINITY BOOKBINDING LTD. UNIT 18, BALDOYLE INDUSTRIAL ESTATE, BALDOYLE, DUBLIN 13 TELEPHONE: 01-5540198

If you want to hIre the best staff ContaCt aPB.ie

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ComColor

9150

Sets new Standards in Full Colour Print Production

Applications • Transactional and Transpromo printing • Direct Mail and Variable Data Printing • Fully Automated Mailing Solution - PRINT, FOLD, INSERT & SEAL • In-line Perfect Binding System

Communication Technology Limited

Walkinstown Avenue, Dublin 12 Contact our Production Print Specialists: FREEPHONE: 1800 333 666 | Tel: 01 456 1274 www.comtec.ie Main distributor for Riso in Ireland

INNOVATIVE PRINT SOLUTIONS

SHEET CALENDARS WALL PLANNERS

Printed one side in full colour on 350gsm card. Available in A3, A2 or A1 size.

Price list

100

€59

€120

€225

200

€75

€150

€250

500

€120

€185

€295

All prices are exclusive of VAT and delivery.

Please contact us with any queries! Freephone: 1800 613 111 Email: sales@walshcolourprint.com

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