Going out to engage the design community is central to Tony Bertrand’s plan to put value back into paper marketing. Here is his manifesto.
You can have any color you like as long as it's White or Cream? For so long we thought the market wanted whiter, brighter and smoother papers. Focused on delivering the most economical product for our customers, we continue to meet ‘market’ expectations.
I’m not convinced the market understands what is available or the fact that opportunities to be different are easily accessible. Does the market stay the same or is it fluid? How often does it change, weekly, monthly, yearly?
With a lack of innovation, creativity and uniqueness, it’s easy to resort to the path of least resistance, so we continue down this familiar road. Surely if it’s cheap enough clients will continue to use paper and print? Surely they see the ‘value’, the value, oh yes the value. Can you remind me what that is again please?
In the absence of value, all we have is price! I’ve heard that plenty of times and it still rings true. The creation of ‘Value’ is difficult, its time consuming and energy sapping but if left unchallenged then our customers have no choice. They have no opportunity to drive new creative expression, new innovations, new campaigns or new projects. Our created ‘value’ is transferable to our clients and to their clients.
Our future lies in exceeding, challenging, and disrupting ‘market’ expectations, as this is the only way we will continue to drive demand for paper and print. Value creation lies in the efforts of our industry to continually seek better outcomes for our clients. Outcomes go beyond solutions that meet the measurable indicators, the expected results.
At BJ Ball, we believe in outcomes and we believe in our contribution to continue to drive the demand for paper and print.
We recently launched Coloprlan in Australia. As a sponsor of Semi Permanent – Australia’s best-known creative festival – we want to bring to the market a unique product made for the graphic design community. With 50 colours in the range, eight weights and 25 Embossing patterns, it is like no other paper in the world. Over the three days Colorplan was rubbing shoulders with celebrities such as Tony Hawk (Skateboarder, Innovative, Fashion Guru), Mr. Brainwash (Thierry Guetta), Google, Andrew Denton, Tara McPherson and the Nabil Elderkin Collection.
After presenting Colorplan to over 1000 Designers over three days at Semi Permanent it is obvious to me that opportunity lies within this market for new products. Opportunities not only to print but also to embellish, duplex, triplex, manufacture envelopes all using the widest range of coloured papers in the world.
But it’s not only the papers; it’s the technology behind the Colorplan system that is making the biggest impact.
www.colorplanpapers.com works for designers because it allows them to download the color and the embossing palate to InDesign, making their client presentations a more real experience and facilitating faster decision-making.
Colorplan Papers is the most significant paper innovation since recycled papers stopped looking like recycled papers.
Colour your world with Colorplan! Contact your nearest BJ Ball office for a conversation and a swatch.
[imagebrowser id=36]