Product category:
General Print Supplies, Services for Printers
News Release from: MetalFX Technology
Edited by the Printingtalk Editorial
Team on 24 September 2004
Metallic Colours Marketing Walks Top
Award
The launch campaign for the metallic printing technology, MetalFX, has won the Marketing Excellence title at the British Printing Industries Federation (BPIF) Awards.
The launch campaign for the metallic printing technology, MetalFX, has won the Marketing Excellence title at the British Printing Industries Federation (BPIF) Awards MetalFX Technology's efforts impressed the BPIF judges so much that no other companies were even nominated in the marketing category of the awards said MetalFX
This article was originally published on Printingtalk on 26 Apr 2004 at 8.00am (UK)
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Top marketing and communications company HSA's Chairman, Michael Harrison chaired the panel of judges.
Acting as the official representative of the Chartered Institute of Marketing, Harrison was especially impressed with the MetalFX entry.
He commented: "The MetalFX entry stood out so much that we felt it unnecessary to shortlist any other company for the title.
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The project was one of the best marketing cases I have seen in any industry in the last few years.
The company's marketing plan for Drupa 2004 was very well planned and executed to cover every aspect for the marketing mix, all with tight budget control.
The resulting success of MetalFX at the exhibition shows the skill involved in the measurement and strategic planning of the project.
The fast, penetration of MetalFX into the global market through strategic partnerships, exhibitions and the world-wide-web make its launch a prime example of marketing excellence." MetalFX allows printers to produce as many metallic colours as they wish from a choice of thousands, which can be produced in one run of a five-colour press.
Only one spot colour need be used - the MFX Base Silver, which is then overprinted with the CMYK set to produce the full spectrum of metallic hues.
MetalFX managing director Andrew Ainge was highly innovative in his marketing approach, working closely with MetalFX sponsors, the Huber Group and Eckart, and strategic partner Wolstenholme International to launch the technology on a global level.
He said that the technology had massive coverage at this year's Drupa exhibition, garnering a high level of success for the company and spreading the technology worldwide.
The company's new website, student design awards and drive into the brand owner sector also contributed to its success at the awards.
Ainge commented: "We are delighted to have received the award.
Awards such as this act as a stamp of quality on the technology and are integral to the success of the technology, its licensed printers and global distributors.
To be the only company short-listed for the award was wonderful, and a great indication for the future of the technology." MetalFX has won various awards in its first two years, including the 2004 Asia Pacific Award for Marketing, the Gold EFTA for Technical Innovation, and the Innovation of the Year Award at the National Business Awards.
MetalFX said it is now planning a big drive into the design market, with special offer advertisement in publications such as Design Week and Creative Review, as well as special offers to MFX Licensed Printers.
The MFX Printers licence package currently includes two free MFX design kits.
Ainge, continued: "MetalFX gives printers' sales forces something new and innovative to take to brand owners and design agencies.
The free design kits can be given to top clients, giving a gateway into lucrative accounts." Recent uses of MetalFX include packaging to accompany the recent 'Thunderbirds' live action movie and posters for Speedo swimwear.
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