Cestrian attended a day of face to face business meetings between print suppliers and senior decision makers of UK companies who had purchasing responsibilities, future projects and were actively looking for new print suppliers. The decision to attend the event came down to the opportunity of having a captive audience and meeting prospect customers who were serious about finding new suppliers for print and production work. All the consultations were condensed into a single day, saving months of research, time and effort.
The objectives for the event were to:
- make Cestrian stand out from the crowd
- highlight the strength of the Cestrian offer
- encourage event attendees to choose to meet up with Cestrian
- provoke ‘interest’ in Cestrian as a potential ‘Visual Brand Communications’ partner.
The event required a number of pieces of collateral – before the event, a company profile and brand ad were to be produced. Whilst on the day itself, a stand graphic was needed along with a sales presentation and a personalised brochure for the prospects to take away with them.
Cestrian has the technology, the people and proven experience and expertise to bring any brand to life, whatever the challenge – they are in the game of solution-led print and their aim is to help deliver MAXIMUM IMPACT across visual brand communications.
The biggest challenge around the event was the brochure giveaway – how could a brochure get across all the proficiencies of a company whilst proving technological expertise and creative innovation?
The second biggest challenge was the deadline, the data for the personalisation was due in 36 hours before the event, in which the collateral had to be mail merged, printed, laminated, cut and finished.
A new piece of technology was sourced – a premium video brochure. The audio-visual brochure contained a custom designed micro-thin LCD screen that allowed Cestrian to put video directly into the hands of the target audience. It was anticipated that this technology was so new and innovative that the message would have not only been seen by the receiver but passed round to their colleagues as well.
The design of the pack was ready and waiting for the data to personalise each pack with names and companies of the prospects. Data received, the artwork went to print. All individually checked for quality, the print was taken to a specialist company for lamination and then back to Cestrian for cutting and finishing – all in a day and a half.
From feedback from propsects and competitors, we knew the LCD video brochures were an absolute success at the event.
One prospect tweeted on the day: “I’ve just been given the best business card/brochure EVER from @Cestrian #wowfactor”
The video brochure outers were printed on a HP Indigo 7500, ideal for small runs and personalisation.
The templates for each pack were cut using an ESKO Konsberg XP, perfect for use on a wide array of materials and a quick set up time.
All were hand finished and inserted into a personalised sleeve.
“We knew that we wanted to stand out at the event and leave a lasting impression with prospect customers. The verbal feedback we received from everyone at the event was incredible and we’re now thinking of new ways we can combine print with this innovative LCD video technology.”