Gretag Professional Imaging

Launch of LightJet 430 wide format image printer

The Gretag Imaging Group, with its headquarters in Regensdorf, Switzerland, supplies a vast range of imaging products and services including minilabs, central lab equipment, Internet applications, and hardware and software for professional photography and the advertising industry. The company employs more than 2300 people around the world. The Professional Imaging Division of Gretag Imaging deals with large format digital printing, being a leading supplier of equipment, software, services and consumables. It also provides computer-to-plate solutions for web and offset printing. To launch their new LightJet 430 imagesetter, ECM was asked to provide marketing support for the pre-launch presentation at the Photokina exhibition in Cologne, to introduce the product's benefits to a closely targeted group of potential buyers - prior to the main launch.

Our first job was to research the target market of repro houses and minilabs in the UK, France and Germany (to find out the equipment selection and buying process from their perspective) then to supply them with the information they needed in the way they preferred to receive it.

This research showed that, in most cases, the gestation period between see and buy was likely to be long. To make best use of this time, ECM developed a strategy which would maximise the opportunity offered by test run-outs and seminars, to create a long-term dialogue with prospects and keep the product's profile high.

We therefore compiled, cleaned and qualified a database of prospects attending Photokina and created a promotional campaign announcing the launch of the LightJet 430 and offering prospects a test run-out, a seat at a VIP Preview Demonstration Seminar or a private presentation where preferred, plus promotional incentives for distribution at the show itself.

The response at the show speaks for itself.
Two thirds of the targeted companies attended the seminars. The exciting response on stand and at the seminars has already provided the international sales team with actual sales orders and a steady flow of high quality leads exceeding targets. In strategic planning terms, the promotion has also demonstrated the wide scope and depth of interest the LightJet 430 has in the market.

UPDATE
ECM is set to launch Gretag's new CTP (Computer to Plate) range of pre-press printing equipment in the UK using:
- In-depth research of the target markets
- Database compilation
- Designing a new brand identity and mailing program
- Creating a special web site
- Telemarketing and lead generation
- Fulfilment