We’ve seen how digital print can assist in delighting costumers with superior packaging aesthetics and in creating brand recognition in packaging. But how do we move digital print into broad acceptance? And how does consumer demand disrupt the print supply chain to create new manufacturing needs?
Helping to answer these questions is Digital Print For Packaging US Speaker, Fran Biderman-Gross. As the CEO and Founder of Advantages, an NYC-based digital marketing company that helps companies uncover their “Why”, Fran will share how to change the habit of buyers with purpose driven messaging.
Ahead of her presentation, we sat down and talked to Fran to gain insight into what has been the biggest challenge in terms of broad acceptance around digital printing, as well as what are the greatest advantages of digital print to brands, and how can we work together as an industry to spread these messages.
1. As an early advocate for digital printing, how have you seen this market grow over the years, and what has been the biggest challenge in broad acceptance?
I believe, fundamentally, applying the mentality of digital printing vs. traditional sheet fed printing give many industries tremendous advantage, but people don't see the things that, at least not at first or easily. People try to solve the same problems with different methods instead of embracing what’s possible. Taking the time to think, plan and act on the possibilities of digital print is one of our biggest challenges. We have been trying to understand the real problem, solve it differently and most, of the effort, is spent trying to shift the client or industry in regards to what they think.
What people consistently want to do is to take a test market, use a certain amount of money in a budget and use this money to get results. But and this is a BIG BUT, they can't use the same amount of money and trying to get the same results. What needs to be done is shift their thinking. The larger the company gets, the more they are only focused on the results they need to input on the P&L. They are not focused on what the impact is. They don't allow themselves to take the freedom to explore what is possible.
2. Can you give us an example of purpose-driven messaging? How is it different from other marketing messaging?
People are consistently pushing messaging about features and benefits of what they do and why they are better but, when people trust other people, that's when sales happen. No sale ever occurs without the transfer of this trust. To make the emotional connections with the person before they make a blind decision is fundamentally the way that we believe messaging should be. It's different because we believe in emotions. For example, if I tell you "Hey, you want to buy a great computer, is user-friendly, it's great!", No one, in truth, no one really cares. But, if I say "Hey, we've challenged the status quo by thinking differently, and everything we do is beautifully designed, and user-friendly..." it feels very different, and I'm appealing to the emotional side of the user who identifies themselves as that type of thinker. And that's why Apple can consistently sell all different types of products – it is because they have an emotional relationship with the client.
3. What are the greatest advantages of digital print to brands, and how can we work together as an industry to spread these messages?
I'd go back to question #1: Shift your thinking and explore what you don't know. I'd say to take your budget and appropriate this budget to test things that you don't normally test, because the things that you are going to learn are incredible. Be open to what is possible to learn. Measure unconventional things. It is amazing what you might learn.
4. What are you most excited to hear about at digital print for packaging US 2018
I want people to embrace the challenge, trends. I'm excited for them to understand how other people have made their way. Every year are new trends, advances and I'm excited to know what they are so that I can help companies solve their problems by helping them shift their thinking and use digital print to solve them.