An amazing technology, no-one outside HSG Packaging could grasp the enormous open-ended business opportunities packaging business owners, company buyers and customers could explore.The "old way" of selling wasn't gaining any traction. The industry didn't believe in the technology, had far too much money and time invested in legacy machines and an  "entrenched" mindset, buyers were just looking to reduce the prices and buy the same printed design they always did, store it in their vast warehouses and tie up cashflow in cardboard, customers were used to the limited or expensive print options and couldn't imagine another way... the industry hardly ever changed. What to do? The benefits to the industry, buyers and customers were being ignored, this needed to change.

Worst of all a well known international multi-billion pounds turnover blue chip printing press company had just started to market their own machine, a massive budget behind a gigantic power hungry mass print run reel-to-reel digital press, with all the "bells and whistles", superb brand influence and a motivated sales team to pitch it.....

"Live out of your imagination, not your history"

"Disruption brings opportunity and if opportunity doesn't knock, build a door"

After meeting with the board and experiencing the machine in action, we couldn't believe people weren't beating down the door! We listened to a depressing account of how the market perceived the technology with constant push back and sneering derision. We listened to their proud company history and why they had invested in this new technology and where they imagined they would go with it.

"If you believe in something, sell it, sell it hard!"

Together formulated a plan to relaunch the technology to the market place, educate, excite and inspire.

• We involved major influencers within the industry to champion the technology. We brought two international blue chip cardboard manufacturing companies to see the machine in action, they immediately saw the business opportunities both for print AND cardboard supply (specialist hybrid board developed to take the water based inks which produced amazing results with 97% available colour gamut/pantones achieved) a "win, win" for all parties.
• We had great support from the machine manufacturer re technical innovations, trade show representation all over the world on our behalf from industry leaders.
• We met with the board of directors which made the unique digital printing head, who realised the massive business opportunity in further developing it, both in head/part sales and ink sales, they invested in a test bed to explore new ways of ink delivery and ink chemistry to realise the machines potential (they liked to so much they bought the machine and technology from the American company, no kidding!)
• We involved major sales organisations to champion the enormous and unimagined business opportunities afforded by the unique technology. 
• We involved a local, but highly specialised marketing company to design a website, marketing materials (which could be made on the machine) and copy which was featured in various industry specific publications
• We invited large well known companies into the factory to see their own artwork rendered, uploaded and printed "live" within minutes before their eyes (and they could take the results and experience back to their boardroom) describing their delight in the quality and speed of printing (a different image every four seconds) and new innovative marketing ideas buzzing around their heads.
• We involved local design agencies to use the technology to realise their ideas and "test fly" them live to challenge the market status quo, for their benefit and their clients
• Every person invited really enjoyed brainstorming in the dedicated meeting room ( replete with stage-managed  imaginative display stands, presentation and delivery box concepts to incite ideas, of course) and went away to explore new business opportunities.
  

"If it doesn't sell, it isn't creative"

Success, not overnight, we had a few machine failures, material hick ups, technology mishaps and customer journeys to overcome, but in the end we made it.

The machine is now producing display stands for large multination retail organisations, boxes for beer makers both large and small, office equipment, mechanical equipment, tools, childcare, sweets and manufacturing companies, it can produce unto £28millions worth of output per annum and new improved iterations are on their way.

A "win, win" for HSG, the hybrid board manufacturers, the new machine owners and all the customers enjoying this unique technology, a difficult journey for us all, we are grateful to have been involved..

"Always do your best, what you plant now, you will harvest later"

Oh and well known international blue chip multi-billion pound turnover printing press companies machine? Failed and abandoned.....