When Andy Vels Jensen told those gathered for the National Print Awards (NPA) held during PacPrint09 ‘that we recognise recession, but depression is optional’ he gave the audience insight into his mindset during tough economic times
He also told the assembled throng how an optimistic viewpoint coupled with a commitment to service and innovation is helping Heidelberg Australia & New Zealand to not only weather the current financial environment, but put in place new strategies for the future.This stance has seen the company continue to introduce new services and shore up its support for its customers through the most difficult economic period since Jensen took the helm in 2001. There have of course been changes to the operation, but Jensen advocates that these changes have made the company leaner and also more efficient.
In his speech at the NPA he stated that in 2008 “The world of print was not at all enjoyable. In fact it was downright unpleasant and one I could have done without. But then again maybe not as it resulted in some positive changes within Heidelberg.”
Whereas change may not always be palatable or easy to achieve, Jensen believes change is vital for the industry if it is going to thrive and prosper in the future. He says, “The print industry can’t expect to go through this global financial crisis unscathed. There will be casualties, but they will most likely be companies that were not prepared to change, not interested in embracing new ideas, and not capable of identifying new markets and opportunities; those doomed companies who constantly win orders on price, but are not lowest price producers or users of efficient technology.
“I don’t hold with the notion that print will become obsolete in an e-communication world. It will be those printers and owners who refuse to accept that change is at hand who will be left out in the cold.
“Even in times of a recession companies involved in print are achieving success, but these companies are offering a value proposition beyond print and coupling that offer with operational excellence.
“The make-up of our market has changed dramatically over the years and it’s not showing any signs of slowing down. In the future I believe we will see even more shifts in the industry with printers from our region diversifying their interests and investing in Asia Pacific. And there will be overseas groups moving into our market.
“Printers still standing a year from now will have managed the difficult task of evolving through a period of recession and market changes and will be more profitable, stronger and better positioned than before. And I’m not just talking about the big end of town. There are plenty of opportunities for small to medium sized companies to prosper, even in times of a recession.”
Jensen says this is particularly true of the companies that “are flexible, maintain personal customer relationships, provide service and pursue new innovative ways in which to provide communication alternatives and print to customers. In other words, strive towards operational excellence.”
He continues, “In today’s world combining new technology and the right people are essential ingredients to success. If you employ intelligent people, look after them, give them opportunities to work with the latest technology, to learn and grow, then you will have a sound team to go to market with”.
“Ultimately, it’s the people who excite the interest of customers in companies. It’s the people who extract the productivity from technology. And those who succeed in tough times are the companies who employ innovative people, that identify with the company, and who are capable of reacting swiftly to market changes and customer requirements.”
Success at PacPrint
Managing expectations plays a significant role in Jensen’s outlook. His thoughts on PacPrint for example demonstrate his capacity to be visionary as well as realistic.
“Nobody expected sales or visitor numbers to be anywhere near what we experienced in 2005, but I am very pleased with how things went at the show. We always saw PacPrint as an opportunity to promote and invest in the brand of Heidelberg, as well as to sell equipment. The relationship-building opportunities at PacPrint will see us through the current recession and well into a more positive future.”
Heidelberg took $13.8m in orders for equipment plus a further $3.2m in consumable, service and business consulting contracts. The equipment orders included 25 Speedmaster 52 printing units, including Anicolor as well as standard presses, two XL75 presses and 20 units covering guillotines, folders, binders and CTP equipment, as well as workflow systems.
Jensen said the show wasn’t just about taking orders, although that is of course important. “Giving back to our customers, and the industry at large, goes beyond staging a show, to the education seminars we ran, and our comprehensive demonstration schedule. And we launched new initiatives, such as the Heidelberg Advantage Program which rewards customers who buy their Saphira consumables through our online shop.
“We fully supported PacPrint, and we did this for the industry as much as for ourselves. We invested a lot into our exhibit as well as contributing to other events such as the inaugural PacPrint Women in Print breakfast – an extension of our Women in Print initiative, which has proven so successful around the country.”
“Our investment in PacPrint wasn’t only financial, but in the time, dedication and the expertise of our people. We moved in, built the stand, ran the stand and moved out without incident – no injuries, loss or damage, except for a few sore heads on the Sunday morning after our wrap-up party – and all this was done below the budget we set. Considering the tonnage, the voltage and the logistics of getting in and out of Jeff’s Shed, as well as knowing something ‘always goes wrong’, that is an extraordinary achievement.
“It took us 18 months to plan our exhibit, and the accolades, awards, deals and visitors vindicate the effort and investment. There is a reason why we used the motto ‘HEI Value, HEI Performance’ for our exhibit.
“I believe that in tough times, when there is a lot of uncertainty, buyers will gravitate towards the strongest and longest-standing suppliers. Quality and support is more important than ever when operating in difficult conditions. You need someone you can rely on. We’ve been supporting our customers here in Australia consistently since 1925 and are committed to this course. Plus we have a few new innovative ideas to roll out in the coming months, ideas designed to improve and increase even further our business and service in our region.”
In closing Jensen said, “For any business it is always important to be moving forward. And it is the same for print as an industry. We need to make more noise, demonstrate how and why print, as a communication medium, is environmentally friendly, easily accessible and relevant. And the industry needs to drive that message home.”
