The world's leading manufacturer of digital color printing systems

Media Program to Overcome Market Misperceptions
Although digital color printing had been available for several years, Xeikon, the world leader in the manufacture of digital color presses, didn't begin aggressively selling its Xeikon-branded printing systems in the U.S. until 1997.

The company not only was virtually unknown in this market, but also had to overcome the common misperception that digital color printing was only suitable for "niche" jobs, e.g., short-run, variable data, with little applicability for bread-and-butter production printing.

The program focused on positioning Xeikon as the market leader, leveraging its continuous innovation, customer success stories and original research to demonstrate that Xeikon solutions are simple, profitable and in the mainstream of commercial printing. Accomplishments include:

• Promoting a wide range of successful customer applications in various markets.
• Generating extensive media coverage about a Xeikon-sponsored, independent study that showed digital color printing is more profitable than offset at print runs of 1,000 or more units.
• Implementing a comprehensive media relations program that resulted in literally hundreds of trade media articles that helped Xeikon America more than double its sales volume.