Heidelberg Cancels drupa Participation

Heidelberg Cancels drupa Participation

Heidelberg has announced it will not participate in the next year’s drupa trade fair, and instead will focus on a new way of communication with its customers using virtual and regional events. The trend towards ever shorter innovation cycles in the print media industry has accelerated very quickly. Data-based digital business models are emerging in very short time intervals and are constantly being modified to align with current specific customer requirements.

Customers thus need to be informed about the latest trends quickly, flexibly, and on an ongoing basis. This trend also affects customer communications at Heidelberger Druckmaschinen AG (Heidelberg): The company will focus on offering more new, digital options to present products and innovations.

The company will initiate its new strategy with the Innovation Week between 19 and 23 of October 2020. Under the slogan ‘Unfold your potential’, Heidelberg will be presenting a range of product innovations that focus on packaging and commercial, including autonomous printing, end-to-end technologies, smart print shop and push-to-stop.

The virtual event will use a livestream technology as well as face-to-face meetings at its corporate headquarters in Germany. Heidelberg has already had positive experience of using digital channels in its presentation of the innovations that had been planned for this year’s drupa.

‘We will be investing more in new, virtual trade fair concepts to ensure closer and more individual customer communications as well as in regional events in our growth markets. This means we will be able to consistently align ourselves with our customers’ expectations,’ said Rainer Hundsdörfer, CEO of Heidelberg. ‘The Innovation Week will now enable us to communicate with our customers as soon as possible and to present our innovation offensive.’

The company will continue face-to-face meetings at its print media centers in Wiesloch, Atlanta, Shanghai, Sao Paulo and Tokyo to engage with customers specific needs directly on-site. At the centers, Heidelberg will offer market-specific access to products and demonstrations, direct communications with applications specialists as well as extensive training courses. These print media centers have already become established locations for customers, hosting several thousand customers each year.

Chris Fernando

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