23
Sat, Sep

Message requiring bottle

Are you ready to stand up in front of an audience of creatives and deliver a charismatic presentation on what large-format digital print can do for them? If so, the organisers of Pure Digital - a new show that will run in 2018 - want to hear from you.

Next April, 17 – 19 to be precise, a new shown called Pure Digital will run in Amsterdam alongside a construction exhibition called Building Holland. And here’s the thing, that exhibition pulls in architects, interior design, and production companies. The guys behind the new satellite show hope they can attract some of those visitors to their own event – and if they do, there’s a great audience for large-format PSPs to get in front of. So should you be participating?

In rallying mode, co-founder Marcus Timson, says: “Before we launched Pure Digital, we asked people in the digital printing industry a simple question. Why does digital print still represent less than 3% of all printing? And the answer was quite simple. Because the creative industry is largely not aware of its amazing potential.

“Despite all of the committed innovation, effort and marketing push from print technology companies, still the creative industry tends to think that print is old, slow and unappealing, when in fact digital printing is fast, flexible and creative.

“Despite the relative maturity of digital printing, as an industry we have not succeeded in inspiring the creative industry. Well not yet anyway. There may be good of examples of companies that are creative and inspiring. But they are firmly in the minority. They are the ones that engage on a strategic level, that challenge their customers with new ideas, innovative applications and effective personalised solutions whether this is for retail, packaging, commercial print or décor. As a result the leaders in the market have commanded all of its value whilst the rest of the market is fighting over price. But it doesn’t’ have to be this way.

“Our mission with Pure Digital is to tip this fact on its head. We see a future where digital print is placed at the heart of the creative industry and integrated into a project at the point of creation. As a result, Pure Digital has a mission to regain print’s rightful position as an agile, relevant and powerful media. It is about inspiring action. This is a rallying cry to the print leaders in the market to step up and show the way. You don’t have to a big company to do this -  any future oriented print business is defined by the scale of its vision.

“The Pure Digital Show is highly relevant whether you are a creative, designer, brand manager, digital printing manufacturer or a print service provider. Whatever and whoever you are - now is the time to get involved.

“Some of you may question whether the creative industries care about print? Yes they do.
The retail world continues to transform into brand experiences, and customised, localised production. In a world which is changing fast, increasingly digital printing has a huge role to play. Retail is transforming into a brand experience, pop-up retail is focusing on how to grab the attention of the consumer in places they will be as opposed to assuming the consumer will find what they want in shops with over 48,000 different SKU’s.

“Packaging has become even more important as a method of protection and promotion. The brand has a greater opportunity to influence at the point of persuasion. The world has become short run, flexible and adaptable and digital printing is meeting this challenge.

“Hoteliers, restauranteurs, and leisure brands are under pressure to create unique environments. To do this they have had to increase the frequency of installation, to meet growing demand for printing customised images that resonate locally. And only digital print can meet this need.

“Marketers are starting to place a greater premium back onto the printed product as a tangible method of communicating content and connecting with new customers - but not print that is generic and inefficient - on print that is focused and personalised - print that can elevate short-lived digital messages into longer life-span messages and designs that have impact and has a higher retention value.

“Today, print is not placed at the core of the creative process. It is still a tactical afterthought.
Pure Digital is an event that aims to address and solve this problem. The mission is to bridge this gap between the creative and the printer. To share the possibilities of digital printing, with the creative industry. Pure Digital is about highlighting the possibilities with applications from a strategic, creative perspective. We invite you to join us and get involved.”

@ImageReports