About ricoheuropeonw

Admistrator of Ricoh Europe's Wordpress Sites - Open New Worlds

Corporate Zone at drupa

In this zone we’ll be focusing on increased promotional output and print room integration that can grow in-house print services for government, education and ­financial services operations, among others.

Not to be missed

  • examples from a variety of different vertical markets, and use cases for alternative media, transactional print, monochrome printing and banner
  • many promotional print applications in this zone including our rock band merchandise, posters, banners and a T-shirt printed on our Anajet t-shirt printer
  • CAD print and archiving solutions will be featured.
  • Corporate Workflow in action

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflow

Ricoh’s corporate printing workflow solutions optimise printing and output processes across the entire organisation.

Corporate Workflow

 

Ricoh at drupa button

Direct Marketing zone at drupa

In this area, we will show why the rejuvenation of Direct Mail is such a great digital printing opportunity and why seamless integration across the full range of multichannel communications is so important.

Not to be missed

  • data analytics and data cleansing solutions
  • real time printing of a  dedicated mailer for the drupa show which includes personalised vouchers
  • Ricoh’s Direct Marketing Workflows in action
  • Examples of single pass full colour transactional applications

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflow

Ricoh’s direct marketing and critical communications workflow solutions harness the power of direct marketing for a more profitable future.

Direct Marketing Workflow

 

Ricoh at drupa button

 

 

 

 

 

 

Publishing zone at drupa

In this zone we want to show you how Ricoh’s solutions can help Open up New Worlds for you in publishing and book printing.

Not to be missed

  • real examples of books and journals from major Publishers like HarperCollins and Elsevier
  • books and book covers printed live on Ricoh’s heavy duty Ricoh Pro C9110 cutsheet press
  • Books printed live on Ricoh Colour Inkjet Pro VC60000 on offset stocks
  • Ricoh’s new Digital Book Workflow in action

Key Applications

Here are just some of the great print samples you will be able to see in the Publishing zone.

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Workflow

Ricoh’s digital book printing workflow solutions allow Book Manufacturers to adapt their processes for the new world of short run, fast turnaround books and journal printing.

Digital Book Printing Workflow

 

Ricoh at drupa button

Commercial Printing Zone at drupa

Ricoh’s Commercial Printing Zone at drupa is intended to show the broad range of solutions that Ricoh can now offer Commercial printers – from high productivity cutsheet to banners and signage.

Not to be missed

  • Ricoh’s latest cutsheet devices Pro C9110 and Pro C7110 along with versatile feeding and finishing options
  • live end-to-end production on lean manufacturing principles for efficient production of high quality print samples and a diverse variety of show and visitor collateral.
  • see our Commercial Print workflow in action

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflows

Ricoh’s commercial printing workflow integrates offset and digital environments for
a more productive hybrid print operation

Commercial Printing Workflow

Ricoh at drupa button

Evolution of the Print Service Provider – why it’s time to get closer to your corporate clients

It’s Monday 8:30 AM, the day’s print production has not even started and you have just got that call that you dread. Your sales rep has called you to tell you that a reshuffle at your biggest corporate client has meant that your purchasing contact has left.

The organisation has brought in a new purchasing manager and now they want to switch all of their corporate print to their supplier of choice. Now it seems that no new business is likely to come your way.

This is potentially a nightmare scenario for printers; you can lose a big corporate client without any warning or time to consider the impact on your business – or have an opportunity to fight your corner.

Most Print Service Providers do not have a relationship with their clients’ management that influence the overall marketing strategy. Instead they communicate with a print buyer not a marketer – and this is the fundamental issue in the above scenario.

Digital first can mean print last

These days many marketers have a digital first strategy, where most of the marketing team’s focus and energies goes into digital communications. Print can be seen as a low priority item.

Unfortunately this means that the Print Service Provider (PSP) is seen by many marketing executives as a commodity, providing something that can always be done cheaper by someone else, and switched without any real impact on their day to day business.

This is why in many cases print is managed by purchasing and not marketing. So how does a PSP start to influence beyond the purchasing department?

How can a Print Service Provider start influencing marketing executives?

Direct marketing banner

First,  offer great personalised print  

Providing personalised and relevant content is a growing requirement for marketing as it is proven to drive response rates – and is therefore a great opportunity for the PSP to offer added value to their corporate clients via personalised printed collateral.

Adding links to enable interactive content that bridges offline and online media via QR codes, Personal URLs (PURLs) and visual search technology (such as Ricoh’s Clickable Paper) help to ensure that print can enable and link to other aspects of a wider digital marketing strategy.

Second, add value

There is also a huge amount of other corporate assets that need to be created as part of marketing communications. For instance, signage and display, videos, digital assets, etc.

You may well wonder how the PSP can add value here. Helping the brand manage all of this, as well as the printed piece, is the key part of moving from a print only based supplier to becoming an integral part of your client’s business.

Third, enable controlled customisation

Customisation of assets to make them relevant for a local market is a growing requirement for a corporate brand.

Typically local agents and franchisees want to adapt collateral supplied from central HQ Marketing to make it relevant for their local market or customers. However, enabling asset customisation whilst protecting the brand is a major challenge for most corporates and there is not an easy solution.

Helping to manage the brand

In summary, there are major opportunities for Print Service Providers to help Corporate clients, but it has to go beyond print alone and start to help them solve the everyday issues they face in managing and protecting the brand.

Managing and protecting the brand is a key issue for the Chief Marketing Officer (CMO) or brand manager. It is vitally important to ensure that the brand is presented and protected across all of the collateral, campaigns and via its remote channels to market such as local outlets.

How to get started

What the PSP needs to do is get so entrenched in the client’s organisation at the highest level possible, so that no matter which individuals come and go it remains integral to the way the organisation does business and is not easily dislodged.

This can mean building relationships with contacts other than those responsible for buying print such as the brand manager or CMO. In many cases the PSP does not have a relationship with these people. After all, print is only a fraction of what they care about, so why should they even bother speaking to a print service provider? What does a PSP know about managing the brand?

If your clients have any of the following branding challenges, then you have a great opportunity to help them solve them:

  • A widely spread organisation with a strong brand identity
  • Tight brand control and messaging with lots of “stuff” to manage
  • Getting content into the hands of stakeholders, e.g franchisees
  • Customisation that is not controlled

The challenge with evolving from supplying print to supplying a wider variety of marketing services is how do you get started, what services do you offer and what solutions do you need to invest in?

Ricoh Marketing Asset Management (MAM) Solutions for PSPs

MarcomCentral® from PTI (a Ricoh company) is already used by a large number of global corporate clients, and by PSPs providing services to their corporate clients.

 

Intelligent Marketing Overview

Intelligent Marketing Overview

For a PSP, MarcomCentral offers its clients “evolution in a box”. It enables the PSP to offer a service to its clients that helps them control their brand, manage branding challenges and solve highly complex branding dilemmas – avoiding issues like rogue marketing, pre-printed stationery costs and much more.

MarcomCentral allows the PSP to offer clients their own branded portal offering both static and customisable assets. These are configured in the portal by the PSP via templates that allow the brand to lock down corporate elements (logos, colour schemes, etc.) but allow customisation of other specified areas. Templates can include print, direct mail pieces, PowerPoint, email and video assets.

These assets are presented within the portal to registered users using an intelligent menu-driven user interface, ensuring that incompatible selections are not possible. Items can be customised (within the boundaries defined), previewed and then either downloaded locally (if authorised) or ordered via the integrated e-commerce module. Print orders are routed to the PSP and other items (such as apparel) are routed to alternative suppliers that the PSP manages. It is a true marketing service offering managed by the PSP.

This is reinforced by the Danish client BordingLinks who purchased and installed MarcomCentral in 2015 from Ricoh. Mads Busk (IT Manager) explains as follows:

“By providing the means for our customers to manage their marketing assets, we have made it easier for them to do business with us. We are now engaged earlier in the process and, controlling the workflow, we are winning more of our customers’ business.”

 

Find out more

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

At drupa 2016 Ricoh will be presenting a range of solutions and applications, including MarcomCentral, showing print service providers how they can work with their key corporate clients to help them solve their complex brand compliance challenges – and “open new worlds” for their own business to evolve from just print based offerings to broader marketing based services.

http://www.ricoh-europe.com/open-new-worlds/

 

Open New Worlds Photoshoot – Commercial and Corporate Print

The location

The location we selected for the Commercial and Corporate shoot was a strikingly beautiful and dramatically designed home in Wilmslow, Cheshire, UK. The home of a renowned artist, it has been used as the setting for great brands and will feature in a forthcoming series of Cold Feet, the UK TV drama. It also appeared in the March edition of Grand Designs magazine. The house is also right around the corner from Lindow Common, where the body of a mid-first century AD man was found, preserved in a bog. The Lindow Man can be found on permanent display at the British Museum.

In order to accommodate both shoots in one location, we needed flexibility of space, with one room that could be dressed to replicate a fashion student’s bedroom and one that could be used as a gallery space. We were fortunate that the house actually had its own gallery space so we could remove the contents and use gel lighting to create the desired vibrant shades on the wall.

The idea

Commercial Print – we wanted to capture the wonder of seeing colour for the first time, to highlight the breathtaking print quality available through Ricoh’s digital print technology.
So we created an image of someone entranced by amazing colours.

Corporate Print  –
the idea was to focus on a fashion designer of the future, working in their bedroom, to illustrate how Ricoh’s intelligent digital print technology can help universities attract new talent, and enable other corporations to communicate effectively.

 

The Results

A suite of images for the Commercial and Corporate route, to be used throughout the campaign.

Insights from Ricoh’s first Global Innovation Summit

In my role as Head of Commercial Print Operations for Ricoh Europe, I am constantly looking to grow our presence in the Graphics Arts market.  That’s why from 27-29 January Ricoh organised its first Innovation Summit in Tokyo for 15 of the largest commercial printers globally. This is part of Ricoh’s Large Commercial Print Program initiative, under which the 100 largest commercial printers are members of the program and globally get benefits of the program like Global Account Management, joint business development activities, national/international senior management sponsorship and close interaction with Global Ricoh R&D.

As part of this program Ricoh organised for the first time the Innovation Summit. The main goals were for the customers to get new insights into the market via external key note speakers and Ricoh’s strategy and future developments as shared by the senior management.

Attendees of first Ricoh Global Innovation Summit Jan 2016

Attendees of the first Ricoh Innovation Summit 2016 in Tokyo

The Innovation Summit was kicked off by Zenji Miura, CEO Ricoh worldwide with a strong message about strengthening our customer centric approach and continue our investment and focus in the Commercial Print business. No surprise of course as this is seen as one the major growth areas of Ricoh and a very reassuring message for the commercial printers in the room.

After this intro by Zenji Miura, external key note speakers Abe Smith from Oracle, Marco Boer from IT Strategies and Ulbe Jelluma from Printpower followed. They talked about the speed of change in current society and the digital disruption.

Some interesting conclusions to consider:

  • Only 12% of the Fortune 500 companies in 1955 are still active
  • 75% of auto shopping is done on-line, before stepping in showroom
  • Offset pages shrinking 6% year over year, but not always because of digital print
  • Digital print is growing 8% per year, with colour inkjet growing 20% year over year last 7 years
  • Printing is still very much alive, but need to add value and complement with digital media
  • Digital colour print remains on the growth path with inkjet leading the charge
  • Number one priority for marketeers is increasing the customer experience, lowering costs is only second
  • Need to ask ourselves the question if we are in the business of print or in business of producing meaningful and impactful communication.

Also worth mentioning is Ulbe Jelluma’s presentation in which he explained how agencies today consider print as an application in the total communication mix. He highlighted some new print applications all driven by the generation of emotions in using print like putting a mint flavour on the tickets of a parking garage drawing the attention to the ticket with an advertisement of Extra mint!

Another example of ‘existing content, different application’ with books that are printed in Brazil for the public transport authorities, serving as a ticket and a planner at the same time as being a reading book. Or what to think about a plasticised newspaper that can act as an umbrella, in a country such as Ecuador ‘where it rains a lot’?

All creative examples of how print is being used in many new and different ways.

As the voice of the customer, Lynn Terhune from publisher John Wiley & Sons and Makoto Enomoto from the advertising agency Dentsu explained to the audience what’s happening in their market, what they expect from commercial printers and how they have used digital print to enhance their business for their customers.

Of course senior management from Ricoh gave their views on on the Graphic Arts Market and Ricoh as a company. Key messages expressed were the following:

  • A market leader for 80 years with a spirit of innovation
  • Ricoh invests over $1 billion annually in R&D, and we are a top 100 Global Innovator
  • Ricoh’s Production Printing business growing 18% between 2014 and 2015 and is now generating $2 billion
  • Ricoh has strong commitment to supporting a sustainable and environmentally friendly world
  • Customer Centricity to create value for our customers by delivering high performance solutions, cross media software support and broad range of substrate support
  • Commercial Print/Graphic Arts seen as key growth initiative for Ricoh and commitment to continue to invest in this market

This approach was very pervasive during the visit to Ebina, Ricoh’s R&D facility with 5000 R&D persons that work day in day out on developing new innovative solutions, which fit the needs of our customers.

During the Open House we showed under non-disclosure some specific new developments for inkjet, industrial and reprographic applications, which will certainly help our customers develop their business.

We created a special mailer for the event, to showcase the latest Ricoh technologies.For more information see: Making an Impact at Ricoh’s Global Innovation Summit.

And finally Christian Haneke from Print and Service Group Haberbeck presented the reasons for their investment in the Ricoh Pro VC60000 being the first one in Germany. A perfect example of a company who has adapted to the changes in the market and developed into a full service media provider for print and non-print.

This day was ended with an interesting presentation from Robert Crooker from Heidelberg, who talked about digitalization as it also is for Heidelberg a key enabler for future growth.

So for me Ricoh’s first Innovation Summit was a great success and featured a series of diverse speakers with a broad spectrum of experiences, insights and predictions to share. It seemed that all customers got a better idea of scale and commitment that Ricoh has dedicated to helping commercial printers successfully grow their business.

Finally one statement stuck with me which I think we constantly have to remind ourselves as being part of the printing industry is:

Are we in the business of print or in the business of producing meaningful and impactful communication?

Eef De Ridder Head of Commercial Printing Operations, Ricoh Europe

Eef De Ridder
Head of Commercial Print  Operations, Ricoh Europe