Guests get a close up look of the 7800

When AlphaGraphics North East opened its doors to show off how it was using its HP Indigo 7800 presses Michal Lodej went to see.

AlphaGraphics North East recently hosted an open house at its Stockton-On-Tees production hub to showcase its Indigo 7800 presses on behalf of HP. If you looked at the firm’s website you might question whether it was the best firm to showcase a press’ capabilities, as it puts marketing services to the fore. Its focus is to deliver clients more bang for their buck and although print plays an integral part, it is a tool and not the be all and end all.

The company was a long time user of Xerox technology, but when it came to upgrade its printing capabilities it cast its net wider. Managing director Andrew Dalton said: ‘My main concern was how could I print more.’

So the firm tested HP technology by buying a secondhand HP Indigo 5000. Impressed by the performance, Mr Dalton ‘went full throttle’, and bought two HP Indigo 7800s.

More designers than printers

The company offers multichannel services to help customers get the best from their marketing spend. The motor trade is a huge market for AlphaGraphics. A perfect example of the sort of multichannel work it produces was a job for carmaker Nissan, titled ‘Nissan Impossible’. This combined print, in the form of advertising and POS display in Nissan showrooms, with emails to communicate with prospects, including capturing additional information about them.

It actually has more design staff than those who print as Mr Dalton explained that is ultimately what drives the print side of the business. 

‘We try to sell the creative parts of the business as much as we can,’ said Mr Dalton. ‘If you provide the artwork for a project then 99% of the time the client will give you the print job as well. All your efforts have to be about making your clients more money, and that is when they will come back to you.’

That Mr Dalton is so matter of fact about his presses is an achievement. The fact that they deliver what is needed enables the firm to focus its efforts in working with clients to get them results.