Fachverband Medienproduktioner e.V.drupa
Media Production Days

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Programme for day 1 - 7 May 2019


SLOT 1 – MARKETING AUTOMATION
SLOT 2 – VALUE ADDED PRINTING
SLOT 3 – TECHNOLOGY AND KNOW-HOW
SLOT 4 – DIALOGUE MARKETING

SLOT 1 – MARKETING AUTOMATION

9:30 – 10:00 a.m.

Programmatic Printing mit HighSpeed-Inkjet

Was wie Science-Fiction klingt, ist bei innovativen Druckern seit einem Jahr Realität. Erfahren Sie, wie der HighSpeed-Inkjet bei klassischen Offset- und Tiefdruckereien eine Zeitenwende auslöste:
1. Wie traditionelle Druckereien mit hochqualitativen One-to-One Millionenauflagen in jene großindustriellen Dimensionen des Programmatic Advertisings vorstießen, die bis dato den Online-Medien vorbehalten waren.
2. Womit hyperpersonalisierte Magazine, Kataloge und Mailings die Conversionsraten bei Versandhändlern, Touristikern und Zeitschriftenverlagen in neue Höhen treiben.
3. Warum Mediaplaner wieder auf Print setzen. Und zwar auf One-to-One-Print der neuen Art – hyperpersonalisiert auf der Datenbasis von Editorial-Media und Retail-Media, verdichtet zu Predictive Analytics, angereichert durch 3rd-Party Zusatzdaten.
Keine Bange, das alles ist keine Raketenwissenschaft. Sondern das gedruckte Gegenstück zum Programmatic Advertising der Online Kanäle – eben Programmatic Printing.
Dipl. Wirtsch. Ing. (FH) Gerhard Märtterer, Trusted Advisor for One-to-One Communications
Presenter information

10:45 – 11:15 a.m.

Understanding today what will happen tomorrow: How the publishing and marketing world is changing


Everyone speaks of "digital transformation". But this does not describe what is currently going on. We are currently changing culture: from industry to digital culture. Digitalization is the driving force here. But it goes much further: new relationships with customers and suppliers, new ways of thinking, new leadership, new tools, new processes. And with it completely new opportunities to establish yourself in the marketing and publishing industry.
Haeme Ulrich, CEO „haemeulrich.com“
Presenter information

12:00 – 12:45 p.m.

It's cool to be a Zombie
Regarding the Death and Resurrection of the oldest Industry of modern Times


The printing industry cannot really live anymore, as often it has already been declared to be dead. But it is still being printed as if there was no tomorrow: ever more individual, faster and in smaller print circulation. But is that still the case, or is the industry still dying? What influence does digitalization have on the print industry? Is there a future for agencies, media service providers and printers? If so, which ones? Horst Huber - an avowed zombie and pioneer of database publishing - gets to the bottom of these questions.
Horst Huber, Founder & CEO priint Group / WERK II GmbH
Presenter information

12:45 p.m. - lunch break

13:45 – 14:15 p.m.

Individuality in standard processes?
How digitization projects change the media production.


The last years were affected by the structuring and standardizing of processes in media production. Be it the setting up of media neutral image databases, providing assets over micro services in foreign systems or multi-channel publishing.
The processes are well-developed, the standards are established and now we are facing new tasks: In regards to digitization initiatives more flexibility is required. Contents and offers are fitted to customer requirements; the store itself decides which product should be promoted. When, in addition the Head of Sales of a specific country says: „The catalog has 998 pages?! I only need 48 pages out of it!“, then you realize: We need to be able to act directly or indirectly in central production processes from the outside.
In this speech you will gain practical insight and learn which demands are made for the marketing department, the media-IT department and the suppliers in such processes. On the one hand there is the automated catalog production where users can assemble content independently. On the other hand a more slender concept for the communication with dealers is presented where independent dealers can promote own products in publication inserts of the Association of Communications.
Florian Armbrust, Leitung Projektmanagement und Consultingbei der Konmedia GmbH
Presenter information

15:00 – 15:30 p.m.

Database Publishing - Which strategy suits which publishing project?


The fair is just around the corner, customers are waiting and the product catalog is still not printed. Every year, vast amounts of resources and funds are invested in the creation of sales promotional products. But every year, the question arises as to whether the catalog can not be produced faster and cheaper? It is possible to turn many set screws to lower the cost of the catalogs. However, in the long run, catalog production becomes most efficient when publishing processes are automated and managed through clearly controlled workflows. In this lecture you will learn from practical examples which prerequisites are necessary and which possibilities of realization exist.
Sönke Martensen, Senior Sales Manager, w&co MediaServices München GmbH & Co KG and CEO NETWØRK GmbH, Hamburg
Presenter information

16:15 – 16:45 p.m.

Marketing automation defines the future of media production.


What do we mean by marketing automation?
Is media production already part of marketing automation today?
Product and brand communication has to face ever greater challenges. On the one hand the shopping and communication habits of the target groups change extremely quickly and dynamically. The target groups are becoming more and more differentiated and, on the other hand, it is almost impossible due to economic reasons to cover all media channels completely. All that remains is to select the target groups precisely, to decide which media in the respective target group are used on which occasions and finally, to invest in the setting of an automated brand communication.
This challenge is not a bit trivial, because the individual media channels are all qualified an it is important not only to consider these media channels as a pure logistic channel, but also to reasonably analyze which medium is used at what time and which effect it has then.
Experience what it looks today and whether it makes sense to automate everything because of the demands on media production.
Because also in the future the human factor plays a big role!
Steffen Eberth, CEO, johnen DRUCK+ SERVICE+ SYSTEM+
Presenter information

17:00 – 17:30 p.m.

Process optimization as a basis for industrial, efficient and successful print production


A changing media-use, disruptive technologies, Omni-Channel-Marketing and Cross-Media-Campaigns dominate our daily business in the media industry. All market players have to develop well-engineered solutions to have answers on all trends.
But in our world exists digitalization and mindfulness parallel and there is a need in our society of an analogue media-use with print.
Agencies, PSP´s, Brand-Owner and Marketeers sitting all in the same boat, because we all handle the risks and the error potenzial in the media-production – all boosted by pricing pressure and small budgets. By producing print-products we don´t make use of all available potential of our common know-how, so we all face a direct disadvantage in competition to other
media-solutions. Let´s dicuss in a open-minded way, how we can reduce the risks of print-production, how we all can optimize our processing in working together and how we can increase the efficiency and the success of all our different campaigns.
Marcus Kalle, managing director, NINO Druck GmbH
Presenter information


SLOT 2 – VALUE ADDED PRINTING

10:45 – 11:15 a.m.

Print – feel the difference!


Digitalisation is a challenging topic and it also affects the printing industry. In order not to be one of many in a flood of printed products, it is increasingly important to stand out from the crowd. To attract attention and achieve the absolute WOW effect through a certain difference - that's what counts.
This does not end with printing – also the print finishing gets more digital, faster and easier. As a result, finishing plays an increasingly important role in print. A packaging or book title is almost unthinkable today without finishing. Visible refinement not only makes the packaging something special, but also transfers this effect to the content. We show you how easy and individual print finishing can be, how you can use it and turn it into a haptic experience.
Kim Niemeyer, Marketing & Communication, Ing. Fritz Schroeder GmbH & Co. KG (FKS)
Referenteninformation

12:00 – 12:45 p.m.

Get to know your customers with Printsmarter


Let us show you a glimpse of how we are changing a traditional print company with a history of almost 40 years to an online startup.
Origin and fascination of the printing industry. Change, Downfall and Rise of the industry.
Due to progress in digitalization print is changing not getting pushed aside, but shining more than ever. Mass production is making room for mass customization pleasing individual needs of private customers and companies.
In the past used for furthering information only, we are also able to transfer emotion trough paper permanently.
Why we decided to focus on value added print, which opportunities we are offered by our digital age and where we can add value to it.
Manuel Stefan, Co-Founders of the online shop named Printsmarter, Schätzl Druck & Medien GmbH & Co. KG
Referenteninformation
Steven Asumang, Co-Founders of the online shop named Printsmarter, Schätzl Druck & Medien GmbH & Co. KG
Referenteninformation

12:45 p.m. - lunch break

13:45 – 14:15 p.m.

Printed Electronics – chance and practice


The presentation should provide a comprehensive overview of the complex topic "Printed Electronics", show possibilities and opportunities for the graphics industry and other users, and deliver practical examples.
Dirk Bertling, innovative consulting
Presenter information

15:00 – 15:30 p.m.

New effects with special colors and materials
A strong trend for packaging and print communication

Effective packaging generates more attention and increases the appeal of the consumer to buy a product. Brand owners are therefore increasingly looking for new ways to present their products with new inks and materials to create effective packaging.
The demand for effective products is also increasing in the commercial sector, for more attention from the recipient. Special accents are currently achieved by fluorescent and metallic colours on high-quality materials.
In HP's presentation, the newest effects with new ElectroInk special colours for HP Indigo will be presented, as well as the effect that new packaging with special colours can achieve in real business models.
Jörg Hunsche, Market Development, HP Indigo und PageWide Web Press
Presenter information

16:15 – 16:45 p.m.

Transformation in gastronomy. Interior design applications with digital printing from large format to small applications

The redesign of restaurant and catering areas on the Düsseldorf exhibition grounds from the idea to the design to the implementation with signmaking applications and digital large format printing.
A best practice case with room for self-presentation of an industry.
Caroline Zöller, CEO, Cologne communications agency Forteam
Presenter information


SLOT 3 – TECHNOLOGY AND KNOW-HOW

9:30 – 10:00 a.m.

Datenschutz - Ist Auftragsverarbeitung wirklich nur eine Unterschrift?
Was müssen Dienstleister alles gewährleisten

Die Auftragsverarbeitungverträge sind für Dienstleister heute schon fast zum Standard geworden. Einfach die Vorlage vom Kunden unterschreiben und alles passt.
Ist es wirklich so einfach? Immerhin geht der Dienstleister einen rechtsverbindlichen Vertrag ein, über den man sich im Klaren sein sollte. Ist der AVV die richtige Form
oder liegt nicht doch eine gemeinsame Verantwortung nach Art. 26 DSGVO vor. Im Vortrag werden Grundlagen, Fallstricke und auch Möglichkeiten zum Nachweis der
sogenannten TOM´s erläutert.
Uld Glende, Glende Consulting
Presenter information

10:45 – 11:15 a.m.

From webshop to production
How to easily link order and production data and automate your production!

The Impressed Workflow Server (IWS) is the result of decades of experience with prepress workflows and logical development based on proven Enfocus technologies. Thanks to the browser-based, database-supported, graphical IWS UI, you always have an overview of your print data and can monitor and control its further processing in a targeted manner. External systems such as web shops or a Management Information System (MIS) can be linked to the Impressed Workflow Server to link job information with production data. This ensures that each production file is processed according to its job information in the workflow.
The IWS is optimized for the typical workflow in a print shop and forms the perfect interface between job management and production. A job ticket is generated from the job information, which dynamically controls the workflow from job-related preflighting and corrections to optional online approval and imposed and optimized printing forms.
Kartsen Schwarze, Product Manager Impressed GmbH
Presenter information

12:00 – 12:45 p.m.

How expert systems as part of the AI improve the print business


Artificial intelligence is on everyone's lips. In fact, expert systems as part of the AI have already arrived in the printing industry today.
Expert systems make it possible to significantly reduce the time between demand and availability of a printed matter at the recipient. Both the design and ordering processes of print buyers and the processes of calculation, planning and processing of print service providers are considerably simplified by expert systems.
Decisions are made much faster with an expert system, information is transmitted faster and activities are done automatically. In the end, the print buyer needs less time to complete his inquiries and orders, and the print service provider can deliver faster. For all participants, the process costs are reduced.
The presentation shows which technological possibilities expert systems provide today and how print buyers and print service providers benefit from them.
Frank Siegel, CEO Obility GmbH
Presenter information

12:45 p.m. - lunch break

13:45 – 14:15 p.m.

How to use CORE to accelerate your growth


During his presentation, he will focus on the pillars of establishing a successful business in a challenging market, elaborate on how applying CORE can optimize your starting point and ultimately drive your growth acceleration.
Gerd van Gils – BDM DACH & BE CHILI publish
Presenter information

15:00 – 15:30 p.m.

Everyone can be creative - come up with ideas in a playful way!


Intimes of digitalization and artificial intelligence, creativity still does not (yet) happen at the touch of a button.
"Everybody needs ideas and everybody can have ideas" - that's what the Theissen Media Group claims and wants to prove it with a round of "Ideas-City-Country-River".
Michael Adloff – Managing Director, Theissen Media Group
Presenter information

16:15 – 16:45 p.m.

KI between fake news and killer application ?!


Artificial Intelligence (AI) is the it-word dominating all present political and economical discussions concerning future plans, visions and challenges. AI is expected not only to revolutionize the economic system but even change societies in themselves. AI is said to make everything easier, more efficient, better and more flexible. No matter if it’s about working hours, work load, research and analytics AI is supposed to sort it out. In his lecture Harry Steiert shows and demonstrates the most recent and up to date possibilities that AI really offers, however hidden or even deeply established in our every day lives, and will endeavour to get the realistic und comprehensive view on this buzz-word together with the audience as all of us have different ideas of what AI is and what it can or already does achieve. We invite you to broaden your perspective and develop very own innovative new visions on this exciting topic.
Harry Steiert, managing partner/CEO of Geneon GmbH
Presenter information


SLOT 4 – DIALOGUE MARKETING

9:30 – 10:00 a.m.

Printed Electronics for dialog marketing


Creating awareness by integrating Printed Electronics into interactive mailing campaigns or print media applications.
Steve Paschky, CMO, Saralon GmbH
Presenter information

10:45 – 11:15 a.m.

Automated customer-communication via direct mail


Automation is one of the most relevant trends in marketing.We place a special focus on combining the advantages of the offline channel with the possibilities of online marketing via direct mail.
Using our products "Campaign Print Automation" and "Direct Mail Retargeting", we show how we enable you to respond to these latest trends and to communicate even more successfully with new and existing customers. In today's world of digital customer communications, it is already state of the art to communicate with customers or prospects based on automated processes. Through standardized interfaces, integration with CRM systems, e-commerce systems or marketing clouds is easy to implement. Event-based and automated campaigns along the customer journey are thus arising opportunities to exploit.
We show how we enable companies to develop their automated customer communications (such as A shopping cart abandonment campaign) which are further executed by the Direct Mail channel. Thus, our customers can increase their conversion rates and improve their customer satisfaction.
You will also learn how to address unknown website visitors via the postal way. With our product "Direct Mail Retargeting", we help companies to use their retargeting budget even more effectively and efficiently.
Timo Goldberg, CMO, Business Development Manager, Campaign
Presenter information

12:00 – 12:45 p.m.

How mail is driving e-commerce - highlights of the 2018 research


Based on a survey of over 3,000 online respondents in three markets (Germany, Japan and the USA), this research dives into mail advertising and e-commerce.
Specific topics covered by the research include:
Mark Harrison, Head of Markets, IPC
Presenter information

12:45 p.m. - lunch break

13:45 – 14:15 p.m.

Best practice in direct marketing from key markets


Large players such as Amazon, Google and many others all use direct mail. However, they just don't talk about this "secret weapon" - as described by Brian Fetherstonhaugh, Chariman and CEO Ogilvy One Worldwide. This presentation will uncover the "not-so-obvious" uses of direct mail and provide inspiration from the best direct marketing case studies from around the world and across industries.
Jakub Rymkiewicz, Project Manager, IPC
Presenter information

15:00 – 15:30 p.m.

Marketing – Welcome in the buzzword-jungle



Why should we follow trends that don't suit us and copying success stories that have nothing to do with our company?
Andreas Rossbach, Novadex
Presenter information

16:15 – 16:45 p.m.

Adapting your business in a turbulent economy – Mailing done right – a case study.



Melissa Van Gelderen, General Manager, Xanté Europe
Presenter information