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Breakfast With The Big Fish

Breakfast

To celebrate the rebranding of the Antalis Academy and the extension of the workshops to cover more business coaching, the academy held a breakfast seminar. In attendance were some  CEO’s MD’s  of Antalis customers

I was slightly nervous as 8.30am is slightly too early for me to be presentable enough for anyone, however there was a ton of coffee on offer to help remedy this.

Steve Lister from Konica Minolta Marketing

Steve Lister from Konica Minolta Marketing led the first presentation focusing on innovation in print.

Sustainability is now a given.  Steve explained how most companies expect their products to be of a sustainable standard, it is the new norm, not an after-thought. He expanded on this point by providing engaging examples of sustainability in various companies.

The lines are blurring. The way that things are changing mean that physical print is being blended in with digital marketing, it is no longer one way or the other. This combination is opening doors for new ideas and the possibilities are endless.

Technology is changing the consumer game, whether it be by the Amazon Just walk out” or Key trials, Peapod and Jumbo order walls – the face of retail is changing and we must change too to be able to keep up with this.

The future is interactive. It is about being able to make products more interactive and a great example of this is personalisation, i.e. Coca-Cola bottles. It’s about adding that element of creativity to make things stand out.

The second presentation was taken by Martyn Eustace who spoke about Two Sides and Print Power.

Debunking myths with facts. Martin explained that Two Sides is a non-profit org which uses facts to talk about the paper industry and its impact on the environment. Basically, we were all been lied to when we were told that going paperless would be better for the environment. Martyn passionately explained why such claims are misleading and simply cannot not be proven.

Through the anti-greenwash campaign, Two Sides are changing misconceptions by addressing companies and letting them know when they are making unsustainable claims.

Addressing the knowledge gap. By educating others, the anti-greenwash campaign hopes to change the misunderstanding that the paper industry is worse for the environment.

Print marketing is still a relevant industry. Martyn also spoke about Print Power and the concept of promoting print effectiveness in the media. Print advertising is still very effective, it’s just not as easy to track as digital advertising is. But by making the approach more dynamic, results can be achieved.

I would seem like it was a lot of information for first thing in the morning, but when delivered by such passionate and captivating speakers, it was a pleasure to be a part of. The event also provided the attendees with a great networking opportunity during the coffee breaks

What I took away from the day was that print is not a dying industry, neither is it killing our environment – it is developing and growing with the forever changing technical world.

It is thriving.


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