Screen (USA) Emphasizes Targeted Customer Focus in Revised Trade Show Calendar
Thursday, August 01, 2013
By WhatTheyThink Staff
Rolling Meadows, IL - Screen USA, a leader in digital imaging and print-on-demand technology, continues to anticipate the graphic communications industry’s changing dynamics and capacity. Taking a cue from the growing trend in the overall printing industry towards personalization, versioning, and one-to-one marketing, the company is announcing a new strategic trade show venue selection based on its current target segments; “Over the last few years our product portfolio has become segmented into three (3) distinct markets; High-Speed Ink-Jet, Large Format Display, and Packaging/ Label Printing. We have enjoyed great success over the past couple of years focusing on more narrowly targeted show venues and hosting Open Houses in our Main Demo Facility”, says Mike Fox, President of Screen (USA).
For years, Screen has enjoyed a commanding presence at the quadrennial Print events showcasing its diverse portfolio of digital printing, prepress and workflow systems. The migration to smaller, specialized technology shows and educational forums aimed at well-defined market segments treats the key targets not as one homogenous group, but rather as distinct groups, with distinct needs. This shift in strategy will allow Screen to more effectively address customer solutions, by appropriately allocating resources for the remainder of 2013 and into 2014 to those segmentsand applications.
“The most successful companies have one thing in common: They understand their markets and are approaching them through focused marketing,” Fox explained. “Screen’s base of existing and prospective customers has become increasingly segmented. We know our customers and how they differ. Our strong sales channels already focus on the significant differences that give our customers a competitive edge. We have a very long and favorable relationship with the Graphic Arts Show Company. We believe their shows and venues still have tremendous relevance and value for the majority of Graphic Arts Manufacturers and their customers. Screen’s decision not to exhibit at Print 13 is in no way a reflection on the Graphic Arts Show Company or the Show. We are simply pursuing alternative ways to reach our customers in a more focused and cost effective manner, which is unique to Screen and our current and future product offerings.”
To this end, Screen is planning a strong showing at Label Expo Europe in Brussels, Belgium,September 24-27, showing, running, and highlighting the new TruePress Jet L350 high-speed UV ink-jet label printer. Plans are also under way for a Media Day and Open House in mid-October at Screen’s Demonstration Center in Rolling Meadows, Ill. The company staged a very similar successful gathering in June 2012 for visitors to see and test-print various high-speed web, sheetfed, and wide-format printing units. The Demonstration Center, located just a short 15-minute car ride from Chicago’s O’Hare International Airport, enables convenient same-day demos. With 12,000-plus square feet of space, the Open House will showcase three (3) new ink-jet print devices for each market segment and also some high-level private briefings on significant and innovative new products, which will be introduced by Screen in 2014.
For more information about the Screen USA, please visit www.screenusa.com.
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