• Introducing a new era in label printing, Enda Kavenagh shows what can be done with XMPie
    Introducing a new era in label printing, Enda Kavenagh shows what can be done with XMPie

A label is often the first engagement between a consumer and a brand. Leveraging the power of that initial meeting is where XMPie excels. Integrating print and digital media to deliver multichannel communications is the beginning of a new era for label production.

If it can’t be measured there’s no point in doing it,” Enda Kavenagh told the audience at the digital label seminar in Holmesglen TAFE. “An integrated holistic consumer communication experience across all channels must be relevant, consistent and above all measurable. It is about delivering the right message, to the right person, in the right format at the right time.”

Kavenagh took to the stage at Holmesglen to emphasise the benefits label converters can gain by taking an XMPie approach to print communication. By enabling powerful variable data production, the industry benchmark software system enables designers to create labels that are both personalised and relevant. Cross media communication can integrate messages across multiple channels while XMPie’s webto-print capabilities can also deliver marketing portals for clients.

“Digital label production is a lot more than simply printing short runs. It’s about adding value to brands, increasing customer loyalty through the use of personalisation or attached coupons, for instance,” he says.

He identified value not only to the brands but also to the consumer from sophisticated labelling. Importantly he also spoke to the benefits for the service provider in using XMPie in label production. By increasing the value of the label, developing new lines of revenue such as analytics, and adding ‘stickiness’ to the relationship, the provider becomes central to the process.

Digital labels growing

Kavenagh presented research which showed the digital labels and packaging markets, valued at US$10.5bn last year, are expected to grow by 13.6 per cent per year to 2020. He believes the combination of XMPie and digital printing presents the label sector with an unbeatable opportunity. “The label is an effective tool to include marketing messages, especially when combined with other media. Digital print enables every label to be unique and hence carry a relevant, effective and timely message,” he says.

“XMPie has the technology to turn the label into a powerful marketing tool, increasing brand exposure, sales and long-term consumer engagement.”

In an engaging presentation he gave some examples of innovative labels created with XMPie and digital printing. Dry peel coupon labels on pharmaceuticals as well as personalised bottles of beer, jars of Vegemite and even bars of Toblerone were all held up as real time enhanced marketing.

He finished with a call for label converters to expand their horizons. “Extend your print and multichannel business online and deliver branded stores for your customer to do business with you. Selling print, non-printed and digital campaigns in an enterprise-scale ecommerce environment with XMPie is a natural growth path for digital label converters,” he said. 

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