Giants Satisfy Urge to Converge
For those in the media looking for big budgets to spend on print space, digital marketing and the like, I think you will also see a different external marketing effort. I do not see a massive ad or marketing campaign, nor do I see an extensive integrated marketing campaign. Nah, that is the old way. You cannot usher in a new era (new print) with an old plan and old-style thinking and marketing.
This marketing plan, this introduction (as I see it) will be event-driven, perhaps by invitation only and highly targeted via the joint national sales teams. The red carpet will be forever known as the magenta carpet.
In any case, I am excited, for this industry collaboration was and is needed, and fits the need I have discussed in this space in the past, for within and without industry consultation. Seeing that a product will be based on what the markets need now, what the markets want and will use, makes me as happy as pig in mud.
This collaboration is as much a manufacturing and idea convergence as media convergence is the future route to find consumers’ buying sweet spot. My congratulations to both Heidelberg and Fujifilm.
Yes, this could be the advent of the future manufacturing.
Sure, I see this potentially damaging the print industry as an independent industry, but I also see this as the steroid needed to get hiring up and new plants (in house) started, and as a fresh new wind that will overtake the somewhat dull, currently zephyr-laden world of old print.
This wind originates not with the dreams of some unknown firm, but orientates from the reputations of two truly great, experienced, and profit-driven corporations, Heidelberg and Fujifilm. This is capitalism at its best.
What will the product be? To be honest that does not matter as much as the act of collaboration. Sure both the giants have been involved in other JVs which may or may not have ended in paradise, but times are different, people have changed (as has the industry) and the demand for the products the industry offers has evolved as well.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.