Andreas Weber, Head of Value, talks about his POV and his keynote presentation at The Congresso Internacional de Tecnologia Gráfica hosted by ABTG on 24 August 2017 in São Paulo, Brazil.
At a glance
• Nevertheless, even today printing technology is driving the transformation of our lives, our business world, our society.
• Print technology is a main driver of innovation and transformation.
• The Internet/Social Media and print are best friends. And Internet technologies profited from printing technology inventions
• Some of my favorite print application innovations got developed by Internet and Social Media savvys.
• In the digital age you have to re-position yourself, your business idea and your production capabilities in the right way to be a valuable transformation partner.
• From a holistic point of view printers could become transformers if they are able to convert the outcome and benefit of new technologies into valuable customer solutions to fulfill needs.
• Innovative printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business to hit market and customer needs.
More: https://valuetrendradar.com/2017/08/13/valuetalk-transformation-hits-marketinginnovation/
4. Transformation hits Marketing+Innovation
If you want to benefit from innovation to strengthen your
marketing success you have to be able to understand and
to handle transformation in the digital age properly.
That means: Innovative printing companies need to
transform their production business into a sustainable
and future oriented marketing solution provider
business to hit market and customer needs. And they
have to understand how to support their customers to
transform their marketing as well in a sustainable,
profitable way.
5. Transformation hits Marketing+Innovation
AGENDA
• Secrets of Transformation
• Impact on Print / Graphic Communications
• Learn from the best (selected cases)
• Guidelines to create a win-win-win momentum
NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp
8. BUT: complexity is a great opportunity
for smart marketing solutions providers!
9. Transformation hits Marketing+Innovation
AGENDA
• Secrets of Transforma/on
• Impact on Print / Graphic Communica3ons
• Learn from the best (selected cases)
• Guidelines to create a win-win-win momentum
NOTE: Link to Blogpost by Andreas Weber hAp://bit.ly/2wHQCXp
10. Transformation
begins in the head.
And if the mission is
successful,
it ends there again.
Transformation hits Marketing+Innovation
11. Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek µεταµόρφωσις,
"transformation, transforming",
from µετα- (meta-), "change"
and µορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!
12. + In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek µεταµόρφωσις,
"transformation, transforming",
from µετα- (meta-), "change"
and µορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!
Secrets of Transformation
13. + In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek µεταµόρφωσις,
"transformation, transforming",
from µετα- (meta-), "change"
and µορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!
Secrets of Transformation
14. AGENDA
• Secrets of Transformation
• Impact on Print / Graphic Communications
• Learn from the best (selected cases)
• Guidelines to create a win-win-win momentum
NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp
Transformation hits Marketing+Innovation
15. Impact on (or: via) Print
"Babylonian merchants began
producing stone tablets to
advertise their products while they
were visiting new towns."
Source: The History and Psychology of Direct Mail
≠ in any case a natural and cultural
phenomenon since thousands of years!
16. ”Ceci tuera cela!“ — This will kill that!
Victor Hugo describes in
’The Hunchback of Notre
Dame’ (Paris, 1831)
precisely the scenario that
we are currently facing:
through the innovations
in the publishing and print
industry, the existing
information architecture
is collapsing!
17. Transformation is driven by Print
What was the most
sustainable step for
transformation in the
human culture?
— Gutenberg's
invention for print
innovation!
18. Transformation is driven by Print
09.06.16, 12:05
#drupa2016 #druparedsofa— Lessons learned. Think&Act #beyondtechnology!
#Transformation is key to #reinventyourself pic.twitter.com/jG2iftFBUW
drupa2016
red sofa —
statement by
Andreas Weber:
”All about
print and
transformation,
beyond
technology!”
26. Who is #1 among the global brands when it
comes to all things multichannel? — APPLE!
Main reasons why Apple became
a global leader in transformation:
• Perfect website and web stores
• Best-in-class (physical) flagship
stores
• High value of PRINT (AirPrint, iPhoto
books, premium packaging…)
Key: Extraordinary market orientation
and performance promise — dedicated to
a sustainable digital lifestyle experience!
27. Who is #1 among the global brands when it
comes to all things multichannel? — APPLE!
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"Source: Apple Confidential. Steve Jobs 23. Sept. 1997
Steve Jobs is my idol forever!
Learning: A manifest, a master
plan oriented to the past is what
is always first needed to define
new guidelines for decades to
come.
35. Let's get disruptive! — Focus on Innovation
Crucial: Transformation
first to be able to
innovate! Not vice versa!
Transformation begins in
the head. And if the
mission is successful, it
ends there again.
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
36. This sweeps away all those
who lead one to believe that
salvation lies in the inexhaustible
innovative power of the latest
technology.
That is a fallacy.
Salvation lies in thinking
based on a sound human
understanding that recognizes
fundamental needs and anticipates
the new!
Let's get disruptive! — Focus on Innovation
37. Let's get disruptive! — Learning from Social Media
From
Push
to Pull
to
Listen
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/
38. Let's get disruptive! — Customer needs/behavior
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
40. Let’s get disruptive! — Focus on Transformation
“Relive Your
Memories.
Automagically
Created for
You!”
41. Let’s get disruptive! — Focus on Transformation
Source: ValueDialog — Great task by PastBook’s CEO Stefano Cutello:
“Relive Your Memories. Automagically Created for You!”
“We live in an amazing Era of
exponential growth. The technology for
all of this exists already, it’s not
fantasy. I cannot wait to make it part of
my life and being able to contribute
to it.” —Stefano Cutello, Founder & CEO
of PastBook, at “Mobile Photo Connect”
in San Francisco end of October 2016.
47. AGENDA
• Secrets of Transformation
• Impact on Print / Graphic Communications
• Learn from the best (selected cases)
• Guidelines to create a win-win-win momentum
NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp
Transformation hits Marketing+Innovation
48. Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Think different to be disruptive!
Think about how to
transform yourself to be
able to transform
established businesses
or markets!
Guidelines — Focus on Transformation
49. Guidelines — Focus on Transformation
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Create and offer a
new way for a smart
and seamless
customer journey
driven by a great
customer
experience!
50. Guidelines — Time for a new Thinking
Needs are
the measure
of all things!
Source: Value Communication’s MANIFESTO
51. Guidelines — Time for a new Thinking
https://valuetrendradar.com/2014/01/20/needs-are-the-measure-of-all-things-2/
Needs are
the measure
of all things!
52. Guidelines & Conclusion
1. Disrupt your mind!
2. Learn from the best!
3. Transform yourself!
4. Identify the relevant technologies
plus the right innovation solution
partners!
5. De-construct — re-construct your
business + go-to-market scenario!
6. Really know your audience
(don’t just assume you do)!
7. Keep your message relevant
and simple! Via Social Media…
Last but not least:
Don't miss opportunities!
53. Transformation hits Marketing + Innovation
CONCLUSION
Become part of the game.
Enable Transformation
via Print Communication
Innovations — driven by
a sustainable Multichannel
approach!
It’s that simple…