Page 27 - PWM2025_NOVEMBER EBOOK

BETTER BUSINESS

inspired” whether that’s “to expand states: “Cultivate a passion for the
their product offering or to work printing industry among young
more closely with us”. The open minds through engaging events held
days are now regular fixture in the in schools and universities.”
Route 1 calendar and are run The idea is very simple and it was
monthly to give “plenty of opportu- borne out of the recognition of the
nities for clients to attend”. fact that without new – young –
With such regularity the open blood coming into print, the sector
days are, of course, a numbers game. will struggle to maintain its momen-
As a result, Hardeman says that the tum, particularly in the age of digital
firm usually aims for between 30 disruption.
and 50 attendees per event. Stead says that open days were on
He notes: “That’s a great number the cards from almost the very
for the space we use, but it means beginning of YPIP’s journey. He
we have enough headsets available comments that “the idea of ‘opening
to ensure everyone can hear clearly doors’ to young people seemed a
during the tour. It also allows us to natural next step in our activities.
safely guide visitors through our Linking to International Print Day
live, working factory without dis- just made sense because it gave us a
rupting production.” reason to encourage printers to ‘do
But to secure the number of something’”.
attendees doesn’t seem to take a It helped the decision with the
huge effort. Says Hardeman: “We realisation that, as Stead notes,
send out an open invite to our client “there is much talk of an ageing
base, and sometimes the response is workforce in print, with no-one tak-
so strong that we have to operate on ing real action. Getting people on
a first come, first served basis.” board was quite easy.”
As to what attendees want to see, And it seems that getting the open
well that, says Hardeman, varies. day programme off the ground was
“Some visitors come to check out just as easy. Here Stead details that
our latest investments like our new the founders of YPIP – Kelvin Bell,
large-format EFI machines or the sales director of Vpress; Elizabeth
Landa S11P. But others want to Bowerman, director of Thistle &
in the UK to have a Landa press, and it felt like the perfect opportunity to meet their account manager in per- Rose Consultancy; Del Simmons,
showcase that investment.” son or just get a better feel for what managing director of KSP Group;
Unfortunately, given the healthcare necessities of the time, the open we’re all about.” Regardless, the Joanna Stephenson, managing
day programme was paused during the pandemic but relaunched in company makes sure the day caters director of Think B2B Marketing;
February 2024. Hardeman explains that the motivation has always been for all. and Lucy Swanston, managing
the same: that “we’re lucky to have a fantastic facility, brilliant clients who Finally, Hardeman addresses the director of Nutshell Creative, as
are happy to travel from all over the UK, and the ability to connect face-to- practicalities of organising such well as himself – “are industry
face with our resellers”. events. His advice to those thinking friends and the project came from a
He explains that these events help the firm to “strengthen relationships of doing the same is simple: “Keep it shared passion for the industry and
and understand our clients better”. Hardeman outlines the motivation flexible and have fun with it. Things a desire to see it flourish”.
behind the events: “It’s about connection.” In more detail, he says that won’t always go exactly to plan and He adds that “we have a lot of
that’s fine. What really makes a dif-
“open days give us the chance to get to know our clients better, what’s reach and talking about the subject
ference is good conversation, a wel-
working well, what’s not, how their business is performing, and what chal- through industry bodies such as the
lenges they’re facing”. In other words, it’s not just about generating busi- coming atmosphere, and, let’s be IPIA and a direct approach to busi-
ness – “it’s about finding ways we can support them as a true trade print honest, everyone loves some good ness owners, we found the doors
partner”. free food too.” were already half open”.
With time and money spent on organising events Route 1 clearly needs Young People in Print Not unsurprisingly, YPIP didn’t
a return on its investment. Thankfully, there seems to be plenty from Paul Stead is salesperson at the find it hard to get 68 print-related
Hardeman’s standpoint. As he says, “the events go very well, and we regu- ASL Group, a commercial print spe- firms on board with the open day
larly receive great feedback. Clients get to see what we’ve been working cialist. He’s also one of the co- process. As Stead says, “we didn’t
on, hear about our future plans, and understand how everything we do is founders of Young People in Print select anyone. The print service pro-
geared towards supporting them”. (YPIP), an organisation formed in viders volunteered themselves when
Interestingly, Hardeman notes that many visitors “leave feeling 2024 to, as its mission statement they heard about our intentions”.

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