What happens when you put 13 printers and 2 brand owners in a room for two hours? Digital Labels & Packaging’s new industry group met for the first time on May 2 and the discussion flowed freely with frank opinions being voiced. Neel Madsen took note.
An extremely well attended event, the first meeting of the new DL&P industry group was a round table discussion on issues affecting the industry. Held at the Ettington Park Hotel, near Stratford-upon-Avon, it was moderated by technical editor, Sean Smyth, and in attendance were Steve Baker, Baker Labels, Matt Daniels, Unilever, Andrew Degnan, Chesapeake Corp, John Dudley, Limpet Labels, Darren Dutton, Links Labels and Tapes, Bill Hine, Hine Labels, Stuart Kellock, Label Apeel, Ian Lemon, Springfield Solutions, John Nicholson, Twinings and Ovaltine, Syd Reading, Readyprint, Trevor Smith, Amberley Labels, Simon Smith, CS Labels, Adrian Steele, Mercian Labels, David Webster, The Label Makers, as well as publisher Marie Rushton.
One of the main topics of conversation focused on customer requirements and what it is that digital printing for labels and packaging brings to the table. There was a general consensus that saving costs is not the only reason to move to digital, and that in fact, the constant debate about where the crossover point is between digital and conventional takes away from the real strengths of the technology.
Ian Lemon said, ‘We now need to move the discussion away from crossover points and focus on educating the customers about the advantages and strengths of digital.’
Trevor Smith agreed, ‘We are not necessarily selling on price but on our capabilities and experience. Many of our smaller brand owner customers are not focused on costs but on opportunities. Equally our big clients are happy to use digital and accept the costs when it suits the purpose.’
The marketing opportunities are huge, and for brands, the technology enables conversations with consumers with variable and regional data added or personalisation. For smaller brands and start-ups, digitally printing packaging can be used to get on the shelf even with very small runs, while for big brands it can be used to test ideas, prototypes and multiple SKUs that can easily be modified depending on which are selling the best.
Ian Lemon said, ‘Digital will not be relevant for the big brands for a long time, unless we change the mindset and get the marketing department involved. Digital can be used for those campaigns that never made it due to the limitations of conventional printing. Engaging with the consumers that is where digital really becomes relevant.’
Read more in the next issue of Digital Labels & Packaging out in June
