Fachverband Medienproduktion e.V.drupa
Media Production Daysdeutsch

Programme for 22 and 23 June 2022


FORUM STADTHALLE (Panel-Lectures)

SLOT 1 – VALUE ADDED PRINTING
SLOT 2 – MARKETING AUTOMATION & PROGRAMMATIC PRINTING
SLOT 3 – SUSTAINABLE MEDIA PRODUCTION


FORUM STADTHALLE (Panel-Vorträge)

10.00 – 10.30 a.m.

7 theses and 1 buttondeutsch


PRINT & DIGITAL CONVENTION offers numerous suggestions for possible business models and thus provides important answers to questions about your day-to-day business and your own personal strategy.

Michael Adloff will present 7 short theses from which everyone can then pick out the right key points for themselves in order to go through the event with the right focus.
In other words: think for a moment to get started and then take off!
Michael Adloff, managing director Theissen Medien Gruppe GmbH, Monheim am Rhein
Presenter information


11.30 – 12.00 a.m.

How print is getting fit for the future with augmented reality deutsch

Augmented reality (AR) is one of Silicon Valley's hottest trends in 2022. But is it just a hype or can AR be turned into an actual marketing tool?
In this panel discussion, you will get some exciting insights from pioneering companies and an experience agency who will share their experiences and explain the added value of augmenting print and packaging with digital content.
Find out what it takes to connect multimedia marketing content with print and packaging in a smart and innovative way, how this trend will develop – and why you should definitely be part of it!
Jürgen Hein, Head of Marketing & Sales, Member of the Board | LSD GmbH & Co. KG
Referenteninformation


12.00 - 13.00 p.m. - lunch break

13.00 - 13.30 p.m.

Are you still buying or are you already investing? deutsch

 What does this question want to tell me? That's probably what some people think when they are suddenly confronted with this title. And that's exactly what Thorsten Kinnen wants to achieve with his presentation - to trigger a (re)thinking process. It doesn't matter whether you are a print shop and therefore a producer, a manufacturer, a buyer, a marketing professional or a customer. The core issue affects us all.
Many print shops have been asking themselves what the point is, and not just since the pandemic. Ever-decreasing print runs, tighter budgets, material shortages, price explosions. The potpourri of surprises and challenges is constantly growing and "Keep it up!" or "When will things finally get back to the way they used to be?" is becoming almost unthinkable. Only the equipment has not noticed this, is possibly getting on in years and/or is no longer suitable for the changed situation. Unfortunately, there is often no time to pause for a moment to check one's own actions against the current circumstances. And then there is this tiresome digitalization. Quick reactions are not necessarily well-considered reactions.
But also in marketing, in creation or with the customer, the sinking budgets, the competition to save money in purchasing, the hunt for ever new trends and a perceived competition for the best online campaign cause us to forget the meaning, value and sustainability (not only in the sense of response) of good print.
Who would spontaneously have an informed answer to the question "Where do you see yourself in three, five or eight years?" - Surveys show, unfortunately, that very few do. Yet it is more important than ever to constantly scrutinize one's own business with a clear view. Which products are profitable? How can I achieve the best possible response? How can I better differentiate myself from the competition? What do my customers really need, and how can I strengthen customer relationships with sustainable ideas and concepts? Do our customers actually know what we can or could do?
Take twenty minutes of your time and let this presentation take you away and inspire you. Your profit: Starting tomorrow, we will invest, buying was yesterday.
Thorsten Kinnen, Business Development Manager Commercial Printing Konica Minolta
Presenter information


14.30 - 15.00 p.m.

Why still printed customer magazines? Presentation of the first representative impact study on the subject deutsch

Are printed customer magazines still read at all? This is a question that is often asked in agencies and the communications departments of companies, and until now there has been no general scientifically sound answer to it. With the new study "Customer Magazines - Experiences & Effects," the Content Marketing Forum and the Scion research institute have closed this research gap for the German-speaking region. But it is not only the question of whether they are read, but also by whom, when and why that the comprehensive and representative consumer:inside survey answers. In this presentation, Olaf Wolff, Chairman of the Content Marketing Forum and Managing Director at muehlhausmoers, will highlight the key findings of the survey.
Olaf Wolff, 1st Chairman Content Marketing Forum (CMF)
Presenter information


SLOT 1 – VALUE ADDED PRINTING

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10.00 – 10.30 a.m.

The pain of e-commerce: astronomical returns rate and initial solutions deutsch

Online retail is booming - not least because of Corona. But the "downsides" of online ordering are obvious:
In short, online commerce offers immense benefits, of course, but in the end, much of it boils down to umemotional need buying.
In 2020 alone, there were 315 million returned packages - and that's just in Germany. This corresponds to a cost block of over 4 billion euros for online retailers - not counting the environmental impact.
Reason enough to think about how the return rate can be reduced. The first ideas - with creative and interactive print products - have already been developed.
Learn more about how creative ideas in combination with print media bridges and additional emotionalization of online customers better results are more than realistic.
Rüdiger Maaß, CEO Fachverband Medienproduktion e.V.
Presenter information


11.30 – 12.00 a.m.

ShowDox makes the shipping box experienceable from the inside deutsch

 Companies in e-commerce are facing growing challenges in retaining customers and making many returns.
The challenge here is to develop attention-grabbing advertising strategies that promise high response rates and thus great success and fewer returns. Online stores in particular should focus much more on modern print measures, or on a good marketing mix of print and their cross-media linking. The ShowDox links analog print with the digital world through AR, videos, influencers and more.
The aim is to show how modern print can work in the e-commerce business, using package examples with best practices.
Janik Prasuhn, CEO NEOHHYPE
Presenter information


12.00 - 13.00 p.m. - lunch break

13.00 - 13.30 p.m.

Brand enhancement in print - touching, effective, sustainable deutsch

 In view of the threat of climate change, increased environmental awareness has led many brands to examine their brand image much more closely for consistency: do brand identity, product and packaging really fit together optimally? Which and how much enhancement can the brand use for the packaging with its attitude to sustainability in good conscience? Is there a need for enhancement or will it be a superfluous luxury in the future?

"The future of print enhancement lies in your combination of effectiveness and sustainability." This is Frank Denninghoff's firm conviction, which he points out in his presentation as the credo of corporate policy at Gräfe Druckveredelung. In order to sell products effectively, it is essential to address other sensory stimuli in addition to print. If these multisensory perceptions are activated, this increases the credible anchoring of the brand core - if used skilfully - and considerably increases brand awareness. And this with all aspects of sustainable production and paired with a strategic approach, demonstrated by some project examples.
Frank Denninghoff, CEO Gräfe Druckveredelung
Presenter information


14.30 - 15.00 p.m.

When print comes to life – snoopstar opens up new dimensions in communication deutsch
What sounds like the latest social media trend for millennials is actually the innovative platform of a full media service provider from Düsseldorf which has good chances of making Mark Zuckerberg's vision of a metaverse era a reality for print media. Have you already snooped today? If not – don't miss this contribution.
Thilo Reichert, Chief Growth Officer | snoopstar GmbH
Peter Anuth, Head of Client Service, Member of the Board | LSD GmbH & Co. KG
Presenter information Thilo Reichert
Presenter information Peter Anuth


15.30 - 16.00 p.m.

Bad times for plagiarism and counterfeiting - HP Secure Print in digital printing causes headaches for counterfeiters deutsch

The growing market of counterfeit and pirated products is prompting brands and brand owners to invest more in brand protection and to pay more attention to this issue.
The multi-layer process of digitally printing security features in multiple layers greatly increases the difficulty of counterfeiting products.
In a joint presentation by HP Germany and Scribos, strategies and possibilities in digital printing with HP Indigo will be presented to effectively protect products in the packaging and print communication sector.
HP technology partner Scribos from Heidelberg will present functions of protective features and associated mechanisms.
Jörg Hunsche Market Development Manager, HP Deutschland GmbH
Presenter information


SLOT 2 – MARKETING AUTOMATION &
PROGRAMMATIC PRINTING

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10.00 – 10.30 a.m.

Digital marketing mechanisms translated to print strategies deutsch

Programmatic print means moving away from the broad distribution of information and toward more targeted, individualized information. This introductory seminar shows how completely new approaches to print products can be created on the basis of proven methods from online marketing. Deepen your knowledge of Programmatic Print and be amazed at what has already been implemented and become reality on the market.
Harry Steiert
Presenter information

11.30 – 12.00 a.m.

Print-Mailing is the new Programmatic deutsch

Programmatic advertising has been the most important trend in online marketing in recent years and has now also established itself as a buzzword in the offline world. But programmatic means much more than automating processes. Print mailing is better suited than any other offline channel to combine the advantages of digital marketing systems with the strengths of a "real" advertising channel: today, it is a digital medium with offline output - data-driven, automated and 100% customizable.
In this presentation, you will learn from Lars Schlimbach:
Lars Schlimbach, Head of Partnermanagement & -Development Dialogmarketing Deutsche Post
Presenter information


12.00 - 13.00 p.m. - lunch break

13.00 - 13.30 p.m.

More success with less costs -
the award-winning B2B catalogs from SSI Schaefer Shopdeutsch

SSI Schaefer Shop ships 1.2 million catalogs. Before Corona, each weighed 5 pounds, was 1500 pages long and featured over 35,000 products. Today, SSI Schaefer Shop presents even more products. Nevertheless, all of them find their place in the new 420 gram light catalog. And that, although the products are often shown even larger.

There is no trick behind this. The magic words are "relevance and data". The methodology is called "Programmatic Printing". The result is customized B2B catalogs: each tailored to its target person, from the tax consultant to the master craftsman to the purchasing manager in large-scale industry.

In this presentation, you will learn how to generate slim target person catalogs by the millions from what was once a thick tome. How to achieve more attention by omitting information ballast and thus significantly higher conversion rates per page. So that you achieve a much higher return on marketing investment thanks to less paper and lower postage. And this also convinced the jury for the 2021 Catalog of the Year, which awarded first prize for this achievement.
Ulrich Gursky, Head of Communication, SSI Schäfer Shop GmbH
Presenter information


14.30 - 15.00 p.m.

Programmatic print - hope for an entire industry or just something for lucky unicorns? deutsch

There's no doubt about it: all the programmatic print examples shown at the PPA are impressive. But the question arises: Can they lead the way for a new industry? Are lighthouse projects an exception or will they become the rule? Where does the programmatic print approach actually stand today? Are potential clients even ready for programmatic print? Which target groups need to be addressed? What conditions must be created on the customer side? What will service providers of programmatic print have to face in the next few years? Questions upon questions, which Horst Huber explores in his trenchant manner - with surprising answers.
Horst Huber, CEO, priint Group | WERK II
Presenter information


15.30 - 16.00 p.m.

Marketing and web-to-print systems - through integration to the system of choice deutsch
There are numerous specialized software solutions in the field of marketing and communication, such as web-to-print, marketing automation, programmatic printing, digital marketing, web CMS or web stores. This trend of diversification continues as more and more areas of media production are digitized and media channels are added to be supported by automation.
As a result, isolated solutions have formed in many companies, making similar user interfaces and automated processes difficult.
Integration methods such as best-of-breed, API-first, headless or microservices are intended to remedy this situation. The presentation will use practical cases to show which concepts exist and have proven themselves in practice.
Ira Melaschuk, Melaschuk-Medien
Presenter information


SLOT 3 – SUSTAINABLE MEDIA PRODUCTION

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10.00 – 10.30 a.m.

Best in Class: The Most Important Print Product Labels in the EU deutsch
The future of print is sustainable. Regulatory law is becoming increasingly stringent. Qualified sustainable media production is increasingly mandatory. Increasingly, leading environmental labels such as the Blue Angel DE-UZ 195 are also conditional criteria for public tenders or must-have criteria of industrial print buyers.
Due to the lively discussions about the quality and necessity of certain labels in the graphic arts industry, environmental expert Guido Rochus Schmidt will directly contrast the sustainable design concepts EU-Ecolabel, Blue Angel DE-UZ 195 and Cradle-to-Cradle.
Participants in the lecture will receive the UmDEX white label Comparison of ecological print product labels worth 29.00 euros free of charge (USB stick).
Martin Lind as an authorized RAL consultant for the DE-UZ 195 print product label and as an entrepreneur with concrete practical expertise will share the latest status on Europe's most important print product label and clarify the effort and costs involved. Afterwards, both experts will answer questions from the audience.
Presenter information Guido Schmidt
Presenter information Martin Lind


11.30 – 12.00 a.m.

Ecosocial Packaging Collaboration:
Sustainability meets responsibility meets luxury deutsch
This presentation documents the creation of a real packaging for a luxury item, along the entire value chain. Doing good and not also, but intentionally talking about it. Leading by example and triggering other companies.

The packaged product is a unisex luxury watch from the watch manufacturer Mühle Glashütte GmbH in Glashütte. Sustainable and social assets have been created at all instances of the value chain. The basis for the materials to be used is the processing of high-quality and at the same time certified sustainable cardboard boxes, which are made from 100% recycled paper and are, among other things, FSC, RAL DE-UZ 14a, EU Ecolabel certified and generally free of carbon.

Sustainable. Premium. Luxury.
The Koehler Paper site in Greiz is one of the world's most sustainable paper mills and produces innovative, fine recycled papers, especially for the luxury segment.

The presentation "Luxury meets sustainability meets responsibility" will be co-organized by all companies involved in this typical value chain, from the

Udo Hollbach (Geschäftsführer von Geschäftsführer Koehler Paper Standort Greiz), Thilo Mühle (Geschäftsführer Mühle Glashütte GmbH sowie Saskia Jacobs (Head of Sales and Marketing at Langebartels & Jürgens GmbH) explain their respective approaches and motivations.

Moderation: Jürgen Zietlow

(Immediately following the lecture, the creative agencies involved will show and explain their respective designs)


12.00 - 13.00 p.m. - lunch break

13.00 - 13.30 p.m.

Eco-social marketing collaboration:
Luxury meets sustainability meets responsibility (Part 2) deutsch
How are luxury packaging with eco-social components created? From the initial idea, through the sponge phase, the so-called shoulder views, to the final presentation of the real designs:

As a continuation to the first part (11:30h to 12:00h), four top agencies will show their creative designs based on the previously outlined eco-social specifications. The agencies:

explain the different phases of creation, show their different designs and present the design concepts already produced in real life, roughly:

The experts will then be available to answer questions from the audience. The exhibits can also be viewed during the entire congress fair at the Koehler-Paper SE stand in the foyer and discussed with the agency managers.

Moderation: Jürgen Zietlow


14.30 - 15.00 p.m.

Future. Sustainability. Print!
Campaign Subsidy Package Blue Angel (KSB) deutsch
Sustainability in business and, in particular, sustainable media production are neither poetry nor a need for marketing legitimacy. Against the backdrop of the energy and paper crisis and the extreme rise in raw material and energy prices, the sense and purpose of high-quality certified sustainable print production in the sense of common standards is becoming abundantly clear.

Most institutional, governmental and industrial print buyers are now familiar with the common environmental labels.

Both rising prices and growing demand justify the question of whether print and media service providers can still afford to forego common standards or elementary labels such as the Blue Angel DE-UZ 195 print product label. The industry is prepared to do so - the only obstacles are the costs and the additional prices for the corresponding recycled papers.

In order to establish the most important print product label in the EU "Blue Angel DE-UZ 195" as a permanent fixture in the market, the independent industry initiative UmDEX (Jürgen Zietlow, Guido Rochus Schmidt), der Fachverband Medienproduktion e. V., f:mp. (Rüdiger Maaß) and the expert specializing in sustainability Mario Drechsler 2021 die

KSB: Blue Angel subsidy package campaign DE-UZ 195 initiated.

The aims are to achieve much greater market penetration and to equalize the still considerable additional financial outlay for print service providers. After a brief introduction by Jürgen Zietlow on the statutes of the independent industry initiative UmDEX, Mario Drechsler and Guido Rochus Schmidt explain the main pillars of the campaigns:

Presenter information Guido Schmidt
Presenter information Mario Drechsler


15.30 - 16.00 p.m.

In a duel for attention: haptic or touch? deutsch

What good communication has to do with environmental protection
Dipl.-Des. (FH) Sabine Reister, content and event manager, IGEPA group
Presenter information