Positioning manroland as the large format printing expert
As the second largest manufacturer of printing presses in the world, manroland needed to establish itself in the minds of printers as the best source for large format presses. Key to establishing this was getting printers to attend a demonstration at their tech center just outside of Chicago.
Where the investigation began
To get a read on the state of the printing business, and how manroland rated, in-depth interviews were conducted with both manroland customers and non-customers. In addition, manroland sales managers were talked to, as well as trade publication editors.
Finding the dots
- Printers told us they hated the press buying process. They felt press manufacturers were not really interested in hearing what they wanted and needed
- Though manroland had a good reputation for innovative technology, they too were not very responsive to a customer's need for customized equipment and service
Connecting the dots
manroland had the technology in place, they just needed to project a new attitidue that said, "We hear you." That message, combined with an invitation to come to Chicago and experience architect Daniel Burnhams's mantra of "make no small plans," turned manroland into North America’s leader for large format presses.