This article is written for anyone who has a new piece of printing technology to use, but no immediate queue of clients lined-up who will either understand its advantages or see why they should be the first to use it. In other words – you know you have a new solution to offer, but the challenge is your clients do not recognize a problem that needs fixing...
I am a designer and design strategist. Much of the media I work with is packaging and my clients are typically marketing leaders and brand managers for big brands stocked in retail outlets such as supermarkets.
Over the past few years, I have become convinced of the benefits of digital print in delivering a more creative and agile approach to how marketeers use the media of packaging. I have worked with HP quite a bit, creatively experimenting with its digital print capability and talking to its group of print suppliers and the brands that use HP.
Getting busy people on board to ‘try so
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