André Lesching, CEO of vierC print + mediafabrik, discusses new challenges in the printing and advertising technology business. As co-publisher of 1. FC Union’s stadium program, he knows fans’ new habits of reception and uses their creative input for further digital projects.
PMX: vierC print + mediafabrik is a family business. Can you introduce your agency and your work to us?
Lesching: We started as a classic offset printing plant and advertising technology operation, and that already makes up the scope of our work. From trade-show booth material to image brochures, we offer a large variety of products and services.
PMX: Your agency printing plant is equipped to offer, above all, high-quality printing products as well as logistic offerings; how were you able to make the leap from the printing plant business to the agency business?
Lesching: First of all, for me there is no reason not to be proud of being perceived as a printing plant. What’s more, it was the other way around as we made the leap from an agency to a printing plant (laughs). Our roots lie in a small agency with a connected advertising technology operation. Since the very beginning at vierC, we have always gone the extra mile to look at our business from the perspective of our customers. That means knowing the needs of our customers and meeting them is of utmost importance to us. We have always primarily seen ourselves as service providers and problem solvers who also possess certain production methods themselves. For that reason, I gladly accept the designation as a production agency.
PMX: Which new, digital challenges do you face these days as a printing plant and advertising technology operation?
Lesching: Our internal processes are already digitalized to a very large extent; all of this is covered under the big headline “Industry 4.0”.
Since the central point of our customer relationship happens during consultation, the digitalization takes place in subareas, such as approval and logistic processes. The projects there are currently in planning and will be implemented within the next 12 months.
PMX:You work together with many domestic customers and customers from the sports sector. To what extent are the requirements for sports customers different than for business customers, for example?
Lesching: Generally, the requirements are not so different; when it’s all said and done, even professional sports teams are companies. Of course, there are some specific differences. Everything happens incredibly dynamic and in the enormous eye of the public. A stadium program for a Bundesliga game that is delivered a couple of hours too late can no longer be used.
PMX: For 1. FC Union, you implemented the FCU Kiosk app in which the stadium programs and other publications are offered for purchase. What led to the app and how did you go about implementing it?
Lesching: Since 1997, we have been the co-publisher of 1. FC Union Berlin’s stadium program. In the last years, more and more new fans have started coming to the games. Naturally, they bring new aspects to the experience, which initially presents a challenge for the editorial staff. This editing staff consists of a group of fans, which accounts for the program’s unique flair. With new people, you don’t only see new topics, but also new habits of reception in the stadium. We wanted to react to that and, together with PressMatrix, together with PressMatrix PressMatrix created the app out of (digital) thin air within only 6 weeks during the winter period. The fans’ reaction was almost overwhelmingly positive.” We had received complaints about the design of the app icons, however, that is a very specific discussion within the fans of 1. FC Union.
PMX: What kinds of new innovations from vierC print + mediafabrik can football fans look forward to surrounding their team and stadium at the Alte Försterei?
Lesching: We will use the upcoming summer break after the first half-year to kick off an intensive dialogue with our readers. As you know, there has been more than enough creative input from Union fans. However, there aren’t any concrete plans at the moment. We will definitely interlink the app further with other digital offerings though.
PMX: Which digital trends interest you the most and what would you like to implement in the future within the scope of a customer project?
Lesching:Regarding the example of the FCU Kiosk app, there are of course several customers with interest in similar projects. Beyond that, the integration of print and online in 1 to 1 marketing campaigns is a big topic.
PMX: In your opinion, how does a printing plant and a production agency of the future look like and what would you wish to see from your customers?
Lesching: I think, even in the future, our way of doing business will always primarily be done between people on a very personal level; which doesn’t mean that digitalization also continues to be a big issue. Above all, I hope to see many of our customers come to us and then, of course, have the courage to try things out with us.
At several agencies, I don’t really currently see the courage and ability to skillfully link online and offline media with one another. That’s why I see enormous potential in this form of multimedia.
PMX: In conclusion, something a little more personal: On your own time, do you regularly read a newspaper or magazine? If yes, in digital or print form?
Lesching: I prefer reading short-term information digitally and, on weekends, I prefer a thick newspaper in my armchair on the terrace. But I am not a loyal customer to any particular newspaper. I usually read the weekend editions of the big, local and national daily newspapers.
We’d like to thank you for the interview and look forward to further joint projects!
For more information on vierC print + mediafabrik, visit vierC Print + Mediafabrik and download the FCU Kiosk app for iOS and Android.