Fachverband Medienproduktion e.V.drupa
Media Production Daysdeutsch

Programme for day 1 - 20 October 2021


SLOT 1 – VALUE ADDED PRINTING
SLOT 2 – DIALOGUE MARKETING / TECHNOLOGY AND KNOW-HOW
SLOT 3 – MARKETING AUTOMATION & PROGRAMMATIC PRINTING
SLOT 4 – SUSTAINABLE MEDIA PRODUCTION

SLOT 1 – VALUE ADDED PRINTING

9:30 – 10:00 a.m.

E-commerce in the letterbox - Measurable and sustainable print marketing using the example of various companies and their campaigns


Companies in e-commerce are facing growing challenges in acquiring new customers and retaining existing ones.
Here, it is important to develop an attention-grabbing advertising strategy that promises high response rates and thus great success. Online stores in particular should focus much more on print advertising, or on a good marketing mix that includes print and its cross-media linking.
The aim is to use figures to show how print works in modern e-commerce business, using dialog marketing examples with best practices.
Janik Prasuhn, Geschäftsführer NEOHYPE
Presenter information


10:45 – 11:15 a.m.

Attract attention and create memories with print finishing



The goal determines the solution! Successful planning of print products requires conceptual backward thinking. It is not the finishing technique that determines success, but the definition of the effect to be achieved that determines the use of finishing and the associated staging of the communication message.
Dimensionality and metallic sheen play an important role in drawing attention to brands and messages in a targeted manner and anchoring them in the memory in the long term.
Frank Denninghoff, Geschäftsführer GRÄFE Druckveredelung
Presenter information


12:00 – 12:30 p.m.

Digibook Technology - book production with many (product) options


Digital Print goes binding…
A book is in itself an emotional print product. Everyone of us (not just the older ones) knows this cupboard, this shelf or this box with books that you pick up every time you clean up and yet you can't part with it.
If we find this difficult with "conventional" books, it is impossible with individualized and personalized books. We value the emotions and we value the thought and effort that went into making it.
There are hardly any limits to the creativity of the content and developments in finishing make it possible to produce even small editions of high quality - as hard bound books.
Digibook Technology uses the experience it has gained in the field of photo book finishing and develops, builds and sells bookbinding systems for (digital) printing companies.
Digibook Technology offers 360˚ of the workflow from binding via case making to casining in.
Jens Krüger, Digibook Technology Sagl
Presenter information


12:30 p.m. - lunch break

1:45 – 2:15 p.m.

(R)Evolution Print - Optimal thanks to Digital
Emotional added value in the sales process


Digital printing has completely arrived in the graphic arts industry. New digital technologies offer previously unthinkable opportunities to meet the challenges of a constantly changing market. Yet many are only using their equipment and/or customer relationships with the handbrake on. In this entertaining talk, we will look at the customer as an underestimated source of growth and why digital equipment offers previously unthinkable opportunities.
Thorsten Kinnen, Business Development Manager Commercial Printing Konica Minolta
Presenter information


3:00 – 3:30 p.m.

Digitaldruck – Innovationstreiber und Blickfang für Verpackungen


HP Deutschland und die Kneipp GmbH präsentieren gemeinsam Nutzen und Mehrwerte aus einem erfolgreichen Projekt einer limitierten Produktauflage des Herstellers für Heilmittel.
Im Digitaldruck hergestellte Verpackungen findet man immer häufiger in vielen Segmenten des deutschen Marktes. Durch regelmäßige Wissenserweiterung über die Möglichkeiten werden die Mehrwerte des Digitaldrucks u.a. in Unternehmensbereichen wie, Marketing und Produktdesign immer mehr genutzt.
Erfahrungen aus vielen umgesetzten Projekten zeigen, dass Ideen, die aus diesen Unternehmensbereichen kommen, entscheidend sind für Projekte im Digitaldruck. Um die gesteckten Ziele für z. B. Kampagnen, Sondereditionen, Produktvariationen, Individualisierung, etc. zu erreichen, sind die Möglichkeiten des Digitaldrucks, hinsichtlich Qualität, Gestaltungsmöglichkeiten und Material, entscheidende Faktoren für die Umsetzung im Digitaldruck.
Im Vortrag von HP und Kneipp werden die Ziele und die Umsetzung einer limitierten Produktauflage präsentiert, die vor dem Hintergrund der Nachhaltigkeit und individuellen Produktdesigns große Aufmerksamkeit im Markt erzielte. Es wird dargestellt, wie es zu dem Projekt kam, welche nachhaltigen Materialien verwendet wurden und welche Art der Massen-Individualisierung den Ausschlag für das erste Digitaldruckprojekt der Kneipp GmbH gegeben haben.
Jörg Hunsche, HP
Philipp Keil, Kneipp GmbH
Presenter information Jörg Hunsche
Presenter information Philipp Keil


4:15 – 4:45 p.m.

12 // 12 a collaborative print // art project


In the 12 // 12 game, images of artworks merge playfully with materials and printing technology to create a complete work that is as much a design object as it is a material sample collection and technology catalog. The 12 // 12 game is an innovative, haptic acquisition and marketing tool that informs customers about the variety of possible applications in digital printing and digital print refinement. Hear the story of an innovative digital printing project and its background. Learn all about the production process and the potential for all participating partners.
Caroline Zöller, CEO communications agency Forteam
Dirk Lämmche
Presenter information Caroline Zöller
Presenter information Dirk Lämmche


SLOT 2 – DIALOGUE MARKETING TECHNOLOGY AND KNOW-HOW

9:30 – 10:00 a.m.

Increase sales in closed shops - get the most out of them!


What is the biggest weakness of closed shops? Only the products that are registered can be ordered. All other productions still have to be effortfully calculated and tendered outside the shops. How about combining both in one system?
The combination of closed shops and our reseller platform with its network of more than 250 print providers increases the sales potential and enables a huge increase in turnover in the shops. It puts you in a position to provide your customers with full service - better and easier.
Look forward to our partner from Sigel Druck who will present how they have taken this opportunity and connected our reseller platform to over 150 closed shops to achieve the optimum for their customers.
Lucas Scherer, CEO & Co-Founder sourc-e GmbH
Oliver Mayr, Consultant Smartpro Sigel GmbH
Presenter information Lucas Scherer
Presenter information Oliver Mayr


10:45 – 11:15 a.m.

The power of maps - why geopersonalization makes print successful


Only with a relevant message tailored to specific needs can recipients of direct mail also be reached emotionally, so that it invites interaction and remains in the memory. Personalized print products are well suited for this purpose. The possibilities of image personalization through personalized geographical maps offer even more added value here.
As an expert in personalized maps and geomarketing, locr has already been able to prove how successful geopersonalization is, especially in combination with print, by means of many customer examples. With personalized maps, ROI and response rates can be significantly increased. In its latest white paper "The Power of Maps", the company from Braunschweig has scientifically investigated why personalized maps are so successful.
In this talk, you will learn how geopersonalization works. We will also show you how images and personalized maps are perceived and what decisive advantages they offer over text. Use these results for your next direct marketing campaign!
Thomas Schnettler, Business Development bei locr
Presenter information


12:00 – 12:30 p.m.

Cloud Services – Dangers and opportunities for the print and publishing industry


Cloud services are already an integral part of many industries. For the print and publishing industry, it started harmlessly in 2012 when Adobe announced the end of Creative Suite purchase versions. Since then, a wide variety of cloud services have been on the rise in print and publishing as well. While traditional providers are slowly complementing their portfolios by adding cloud services, completely new players with disruptive business models are also entering the market. Are these cloud services a curse or a blessing? What are the risks and opportunities for agencies, media service providers and printers?
We will provide answers to these burning questions during the presentation.
Sebastian Hardung, Director of Alliances and Marketing include the further development of the global partner network WERK II Medien- und Informationsgesellschaft mbH
Presenter information


12:30 p.m. - lunch break

1:45 – 2:15 p.m.

IDEAS CONSULATION HOUR - impulses until the doctor comes!


Whether for print or digital - first you need a good idea.
Treat yourself to a short break and let Michael Adloff show you a method with which you can safely start your next brainstorming session:
Explained quickly and easily, successfully even under time pressure, in a team or alone, analog or digital.
The Theissen Medien Gruppe is a service provider for advertising and communication and is known by its customers for the reliable implementation of print and online media.
Michael Adloff, managing director Theissen Medien Gruppe
Presenter information


3:00 – 3:30 p.m.

Digital Instore Communication


Modern and successful POS marketing is characterised by the fact that it combines analogue and digital approaches. Ideally coordinated with each other, they help to bring messages to the customer in a targeted manner while complying with economic specifications.
Ruhrkraft GmbH shows how to digitise communication with digital signage where the customer journey demands absolute flexibility.
The planning of marketing campaigns via digital signage, AI-supported feedback on the customer structure (customer count, peak times, evaluation, etc.) and their use as well as cross-media approaches at the POS are part of the presentation.
Markus Hermes, Managing Director Ruhrkraft GmbH
Presenter information


4:15 – 4:45 p.m.

IDEAS CONSULATION HOUR - impulses until the doctor comes!


Whether for print or digital - first you need a good idea.
Treat yourself to a short break and let Michael Adloff show you a method with which you can safely start your next brainstorming session:
Explained quickly and easily, successfully even under time pressure, in a team or alone, analog or digital.
The Theissen Medien Gruppe is a service provider for advertising and communication and is known by its customers for the reliable implementation of print and online media.
Michael Adloff, managing director Theissen Medien Gruppe
Presenter information


SLOT 3 – MARKETING AUTOMATION & PROGRAMMATIC PRINTING

9:30 – 10:00 a.m.

Introductory presentation First day: Marketing Automation & Programmatic Printing


In the last ten years, marketing automation and programmatic advertising have conquered the online advertising world. With the advance of high-speed inkjet into the high-quality sector, it has been possible for the last four years to automate and programmatically play out the print channel on an industrial scale in the same way that was previously only possible with high-performance email marketing tools. Since 2018, Gerhard Märtterer has been shaping the emerging market of Programmatic Printing. In Slot 3, Märtterer brings together the avant-garde of this new genre over two days and introduces them as a presenter. At the end of Day One, he will lead a panel of experts from all the speakers in the closing panel at 14:15.
Gerhard Märtterer, The ONE for one-to-one
Presenter information


Print mailings as part of an integrated and analytically managed customer journey


According to the current CMC Print Mailing Study 2021, physical mailings achieve a return on marketing spend (RoMS) of 1190%, which corresponds to sales of €11.90 per euro invested. But not all print mailings are the same. In this presentation, you'll learn how to use customer analytics to create personalized content variants, how to automate the entire process from content creation to image personalization to delivery, and how to integrate print mailings as part of your cross-media customer journey automation.
Lars Schlimbach, Head of Partnermanagement & -Development Dialogmarketing Deutsche Post
Martin Clark, CEO Apteco GmbH
Referenteninformation Lars Schlimbach
Referenteninformation Martin Clark


10:45 – 11:15 a.m.

With optimised personalised content towards successful Programmatic Printing


Content is king. But without context and structure, the king stands alone. In this session you will learn how data from different sources can be put into both context and relation and thus providing you with a foundation to address each piece individually. With this data basis, it is much easier to feed the various communication channels and take your first steps in Programmatic Printing.
Be inspired by practical examples of successfully implemented projects and get to know the possibilities of individual communication in detail.
Karl-Ulrich Hecker, w&co MediaServices München GmbH & Co. KG
Thomas Kramer, censhare Deutschland GmbH
Referenteninformation Karl-Ulrich Hecker
Referenteninformation Thomas Kramer


12:00 – 12:30 p.m.

How magazines and catalogs become programmatic


The most important pages of magazines and catalogs are the outer pages. Messages on these two "king pages" attract maximum attention - especially if they are regional, individual or personal.
Burda presents a new hybrid technology that combines full-page, full-color impressions on the back page with full-color teaser ads on the cover. This allows four-color dynamic data to be implemented in printed glossy magazines and catalogs very quickly, very cost-effectively and in the highest quality. The same process is also suitable for true programmatic one-to-one personalization of corporate publishing magazines as well as customer catalogs that are delivered fully addressed by mail.
BurdaDruck thus combines the world of programmatic printing with the world of magazines and catalogs.
Ingo Raab, Geschäftsleitung Vertrieb und Business Development BurdaDruck
Presenter information

12:30 p.m. - lunch break

1:45 – 2:15 p.m.

Redefining the rules for creating media products with artificial intelligence


The ongoing concept of mass communication in the field of print marketing is increasingly driving print advertisements away from general marketing trends towards individualized communication and customer centricity. The implementation of artificial intelligence in layout design offers a technological approach that radically minimizes manual efforts and process times, while simultaneously creating entirely novel use cases that are not yet achievable with any other marketing automation solution. For the elaboration of hyper-personalized promotional mailings, artificial intelligence can be applied for a deeper image understanding and smart text engagement (Natural Language Processing). Segmentation or classification algorithms can further enhance the creation of print advertising materials by analyzing and using information from the company's own customer and product landscape in a smart way.
In this context, the technology-driven startup AutLay offers an innovative software for the fully automated layout design of print-ready advertising materials. This allows the overall design process of print mailings to be created on a customer-specific basis. The results of various customer projects show that print mailings created by the smart AutLay software, generate larger average basket sizes through the implementation of crossand up-selling techniques, which ultimately lead to increased conversion rates.
Sven Müller is co-founder of the Cologne-based tech startup AutLay
Presenter information


Final Panel Marketing Automation & Programmatic Printing


Am Ende des ersten Tages im Panel 3 diskutiert Moderator Gerhard Märtterer mit den Speakern von Apteco, Deutscher Post, w&co., censhare, Burda und AutLay über die Zukunft der Printausleitung in der Marketing Automation und im Programmatic Printing.
Gerhard Märtterer, The ONE for one-to-one
Presenter information


3:00 – 3:30 p.m.

Doing the right thing the right way


To be successful, you just have to "do the right thing the right way." What has become Haeme Ulrich's standard slogan is the basis of everything that should run. In fact, it's about cleverly combining effectiveness and efficiency to become constantly better. Tools for this are mindset, agile project management and up-to-date leadership. This is what this presentation is about, always in relation to media production.
Haeme Ulrich, CEO morntag GmbH
Presenter information


4:15 – 4:45 p.m.

Do your puzzle pieces add up to a complete picture?


Many industrial and media companies invest a lot of money and time in streamlining and optimizing their media communications. Communication has to be designed cross-medially and, due to increasing regionalization and individualization, the planning, the control of digital and productions is becoming more and more cost- and time-reduced. Regardless of the industry, all companies will be involved in the communication processes of their customers in the future. But what are the challenges for the future mapping and implementation of planned media production and communication? What influence does this have, for example, on my purchasing or for the realization? Can this be mastered with IT and software solutions alone? What must change in the company to successfully implement these challenges? There are many existing, but also missing pieces of the puzzle, which must be put in place TODAY to successfully move into the future together with your customers. We show you examples of how individual pieces of the puzzle can once again form a complete picture.
David Johnen, CEO emarpo UG
Steffen Eberth, CEO emarpo UG
Presenter information David Johnen
Presenter information Steffen Eberth


SLOT 4 – SUSTAINABLE MEDIA PRODUCTION

9:30 – 10:00 a.m.

Sustainable brand image true (sustainable) packaging


Brand actions in the direction of sustainability, Brands as a driver in global sustainable packaging solutions, brand sustainable goals in time in combination with new packaging developments, packaging life time (original and refill), where to start in new packaging developments, packaging embellishment. Evolution of recycling technology?
Christophe Dujardin, Global Business Development Manager Sustainability / Cold Transfer Leonhard KURZ Stiftung & Co. KG
Referenteninformation

10:45 – 11:15 a.m.

The current standard of sustainable media production


Sustainable media production has become a catchphrase in the industrial sector of print production. However, it is not really clear which areas it covers. But there are clearly defined sustainable standards, for example in paper production, the printing process, energy use and climate compensation. In the lecture, the most important product certificates, the most sensible environmental management systems and the most socially compatible CO2 compensation instruments in the field of sustainable print production will be presented.
Guido Rochus Schmidt, Specialist journalist and environmental consultant for print since 2019.
Presenter information


12:00 – 12:30 p.m.

How CO2-neutral printing can contribute to business success


More and more customers, companies and organizations want to make their contribution to the fight against climate change. Accordingly, the demands on products and services are rising, especially in the resource-intensive print sector. This is an opportunity for companies to strengthen their positioning in terms of sustainability.
This presentation will show how companies and products can be made CO2-neutral and how this can contribute to a company's success. Thomas Staebler from Climate Partner will explain the mechanisms of CO2 neutrality, while Dirk Reinhard from Limego will report from the practical perspective of a medium-sized print shop. As Mondi as a paper manufacturer has over a decade of experience with CO2-neutral products, Nicole Brandl sheds light on the role of the printing stock in this context.
Nicole Brandl Teamleiter für Büropapiere und Nachhaltigkeit bei Mondi Uncoated Fine Paper
Dirk Reinhardt, Leiter Vertrieb und Prokurist bei Limego GmbH
Thomas Staebler, Sales Manager bei ClimatePartner
Presenter information Nicole Brandl
Presenter information Dirk Reinhardt
Presenter information Thomas Staebler


12:30 p.m. - lunch break

1:45 – 2:15 p.m.

Anreize für den nachhaltigen Papierkonsum setzten - am Beispiel des Blauer Engel für Druckerzeugnisse


Environmental protection and resource conservation begin with the development and design of a product. All existing life cycle and recycling paths of a product must be considered from the very beginning. Using modern scientific methods, such as life cycle assessments and material flow analyses, we track down the environmental impact of products in all environmental media and at all stages of their life cycle and work to reduce it.
Accordingly, the Blue Angel for print products takes into account the entire life cycle of print products and consistently pursues a multi-criteria approach that sets the most demanding standards for all relevant environmental impacts of a print product. These include the use of recycled paper, limits on the use of energy, water and chemicals in paper production, emission limits for paper production and the printing process, limits on recycling-unfriendly chemicals in production aids, cleaning agents and solvents, printing inks, and the deinkability and absorbability of adhesives.
Almut Reichart, produktionsintegrierter Umweltschutz Papier- und Zellstoffherstellung bei Umweltbundesamt
Presenter information


3:00 – 3:30 p.m.

Optimization potential for sustainability and quality in print production


1. sustainability begins before production
2. potential savings in the preparation process
3. standardization or individualization of print quality
Mario Drechsler, CEO Highendmedia
Presenter information

4:15 – 4:45 p.m.

Four “win- win-win effects” for sustainable print products


With numerous best practices, we show win-win-win effects of sustainable media production:
How can I save paper waste and costs and make my print product more unique in one step?
How can I simplify work processes right from the start, save data volume and gain security in the printing process at the same time?
And how can smart content design contribute to the environmental balance of my print product and ensure that it stands out from the crowd?
These and other questions will be answered in this session. Two practitioners with many years of experience show the quintessence of sustainable media production and the most important levers that we can turn together. Come and talk to us! Together we can exploit unused potential!
Ralf Lokay - eco-printing pioneer and CEO of Umweltdruckerei Lokay e.K.
Gennaro Marfucci, certified media producer / f:mp.®, consultant for color and print data optimization, Die Lithografen GmbH
Presenter information Gennaro Marfucci
Presenter information Ralf Lokay