Heidelberg USA has announced a new, go-to-market strategy that unites its broad portfolio of products and services with an individualized, consultative sales approach. This new approach emphasizes an outreach to the printing community with multiple targeted opportunities responsive to the increasingly complex needs of customers and prospects.

Last month in Dallas, Heidelberg USA launched a series of interactive, application-specific road shows that will visit various US cities through the end of the year. Based on the success of the Dallas show, Heidelberg already has scheduled “On the HEI Way” roadshows in Minneapolis, Columbia, MD, Richmond, VA, Boston, and other cities.

Heidelberg also has invested heavily in its Atlanta Technology Center, and will continue to make use of the facility for individualized presentations to existing and prospective customers. By the time Heidelberg holds its next customer open house in August (the third to be held this calendar year), the facility will have new equipment, including four new offset presses, digital cut-sheet presses, wide-format inkjet printers, drupa-generation postpress and packaging equipment, along with CtP systems and integrated workflow. The presence of each of these technologies in the showroom fits Heidelberg’s consultative approach to helping existing customers and prospects investigate multi-machine options compatible with their individual business models.

Implementation of the new marketing strategy on several fronts will preclude Heidelberg’s attendance at Print 13. “Heidelberg made the difficult determination that no exhibit we could mount at a large-scale national trade show would reasonably or completely address the range of individual solutions our customers and prospects require,” says Andy Rae, senior vice president, equipment, Heidelberg USA.  “Given our brand image, and with as much market exposure as Heidelberg has, we have chosen to concentrate on developing a range of targeted opportunities for face-to-face engagement and have shifted our resources in that direction.”