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FLEXO Magazine : June2010
Industry Indicators 66 FLEXO june 2010 www.flexography.org Before an international audience of 240 attendees, EskoArtwork executives announced past, present and future plans to better serve customers and help design- ers, prepress professionals, printers and brand owners alike succeed for the 2010 EskoWorld Users Group. At the Waterside Marriott in Tampa, FL, April 18-21, printing/converting industry professionals gathered from all over the U.S. and the world, including Australia, Taiwan, Canada, and South America, but sans Europe, thanks to some pesky volcanic ash. The message, according to Simon James, VP of market- ing, was that crisis led to opportunity. Despite the Great Recession, 2009 closed 20 percent over the previous year for EskoArtwork, James reported. More importantly, though, he touted the numerous new and expanded partnerships that have evolved during that time. This includes deals with long- time partner DuPont Packaging Graphics, as well as MacDer- mid Printing Solutions, Asahi Photoproducts, and Flint Group Flexographic Products. When it came to the packaging industry, James proclaimed, “I’ve never seen a more exciting time.” He referenced the no- tion that 80 percent of the time, if a consumer picks up a pack- age, it will lead to a purchase. He further noted that, 30 years ago, 90 percent of a brand’s audience could be reached through television advertising. But the rapid expansion of cable TV channels, as well as Internet and DVR technology, has caused that number to dwindle drastically. As a result, innovation in packaging has become critical to gaining marketshare. James referred to the budding trends of augmented reality and interactive packaging. From here, EskoWorld introduced its keynote speaker, Harry Epstein, VP of innovation at HAVI Solutions. He called innovation an over- used word, and insisted that, too often, companies focused on small changes that make small differences. Epstein argued that success hinged on the ability to use both the left brain and the right brain. His example: McDonald’s. The fast-food giant engaged in a major marketing campaign to boost sales of its morning coffee. The result was a mere 2 percent increase. However, when the packaging was changed to be more appealing and convenient, not only did coffee sales increase by a staggering 25 percent, but accompanying breakfast sales also increased by a noteworthy 9 percent. In a private press conference, EskoArtwork executives discussed additional details of its revised business initiatives and partnerships. James named both Radius Solutions and Tailored Solution as companies whose software can now be integrated with existing EskoArtwork products. In addition, the firm has formed an alliance with digital press manufacturer HP that has led to the development of an entire front end for such devices. Mark Quinlan, president of EskoArtwork North America, discussed some of the more internal efforts to build efficien- cies into its workflow. Among them: identifying 15,000 op- portunities for sales and growth. He talked about increasing “demand creation” through a re-allocation of resources, and reorganizing to increase “face time with customers. ” Inevitably, the conversation drifted toward HD Flexo. To date, according to the company, there are currently 100 units installed worldwide, and it expects to have 50 installations in the U.S. alone by the end of the year. The majority (loosely estimated at 70 percent) have been retrofits of existing CDI devices. James further stated that about 90 percent of all new installations are HD units. Packaging challenge contest Earlier this year, EskoArtwork invited anyone involved in pack- aging—from design agencies, tradeshops and converters to • DRVs, the Internet and other distractions have turned the package into the primary marketing vehicle. — Simon James, EskoArtwork • Innovation Hinges on the ability to use both the left and right brains. —Harry Epstein, HAVI Solutions • Announced: New partnerships with plate suppliers, distributors and even consumer products companies. • HD Flexo: Representing 90 percent of new hardware installations, with 70 percent all investments in retrofits. collaboration, innovation eskoWorld Puts new technologies and Partnerships on Display FLX_June2010_mech.indd 66 6/10/10 9:40 AM