SIHL MASTERCLASS distribution - Press1

Press Release Information
Sihl 07/2012
MASTERCLASS distribution
Sihl at photokina 2012: Hall 6, stand C31/D30
SIHL MASTERCLASS have a new target group in sight
Concentrated skills for professional prints
Sihl Direct GmbH revealed stronger distribution activities in both photographic
and artistic sector. „Along with the combination of print Know-How; Hardware
& Software competence and customer service proximity, we will be able to
create a whole new market for the SIHL MASTERCLASS assortment.“ explains
Wolfgang Tropartz, Head of Sales at Sihl Direct GmbH. An important building
block for the marketing of SIHL MASTERCLASS is the new partnership with
Epson.
Cologne, 18.-23. September - Sihl Direct GmbH is the German distribution
organisation of the Diatec Group. Along with the Media produced at the plants, the
Inkjet Specialists also distribute a large assortment of printing systems including the
required inks, as well as an All-round high quality service; whether it be advice on
installation or warranties, maintenance or repairs. „We consider ourselves as solution
providers. With Sihl Direct GmbH, customers get everything from one basket. “, says
Wolfgang Tropartz.
New Target group in mind
The main focus of business is digital large format printing, with customers coming
from printing works and advertising agencies. SIHL MASTERCLASS hopes to win a
new target audience, according to the definition given by Wolfgang Tropartz
„Everyone, who wants to present and sell images in the highest quality but in small
quantities, and for those who place high emotional value and sentiment on final
prints. “
„This includes“, explains Wolfgang Tropartz, „professional photographers, photostudios
and photographic developers/ printers, as well as artists, architects, ad
agencies amateur photographers and photo clubs. “
Partnership sets quality standards
Until now it has proved difficult to reach the correct audiences, largely due to the
marketing strategies; Sihl medias were marketed without any advice about

application.
Wolfgang Tropartz believes that the partnerships with HP and Epson will have a
positive influence on the distribution of the SIHL MASTERCLASS. Sihl Direct has
been a preferred Partner of HP for many years and since the beginning of this year
they have been a Profocus-distributor of WB printers with focus on the Epson Stylus
Pro-series.
„Therefore we are able to introduce SIHL MASTERCLASS Medias to the market
together with application help and advice” he goes on, cementing a high quality
promise to customers; „in combination with SIHL MASTERCLASS and the Sihl Direct
all-round service, Epson Printing technologies have achieved unbelievable prints.
Quality doesn`t get any better. “
In the planning is an attractive sales promotion - buy an Epson SP printer receive a
pack of SIHL MASTERCLASS media. A further Milestone is photokina in Cologne,
where SIHL MASTERCLASS Medias will be predominantly displayed on the Sihl
stand, C31-D30 Hall 6.1. Visitors can experience the high standards of the product
for themselves.
The search for customers
It is hoped that, as well as getting the SIHL MASTERCLASS name known on the
market, that direct contact and talks with potential customers can be established.
Advertising in all the important photo specialist magazines is planned and a guided
PR Campaign. Another huge player in the marketing strategies is the Internet,
www.sihl-masterclass.de: A micro site with various technical information, detailed
advantages and size and format availability of individual products. With a link to the
Sihl Direct Online-Shop SIHL MASTERCLASS Medias can be ordered straight away.
This Web presence will be activated parallel with the start photokina.
Another important sales support is the packaging design, which has a high quality
and timeless look. The black background and the modern lettering, work harmonically
together. The UV lacquered surface of the packaging gives a luxurious impression.
Clearly showing the individual application, the sheet packaging has a characteristic
image for the particular product group. The Colour and image are individual; making
the groups within the SIHL MASTERCLASS family easily identifiable. The new
packaging displays the new product slogan, ‘the fine way to print’ as well as the
recently introduced company logo, The Coating Company- a stamp of the high
coating competences of Sihl.
Workshops, trainings and information seminars demonstrate the abilities of the new
assortment and show attractive application possibilities and ideas.
Finally the synergy between the Sihl coating plants and the Sihl Direct distribution
organisations are being strengthened. Qualified Photo engineer Carola Bolte,
Product Manager at the production plant in Düren was involved in the conception of
SIHL MASTERCLASS and responsible for the decision-making during development.
„She is our direct contact to the Diatec Group plants and therefore the best to person
to go to with customer specific requests and new product innovations“, commented

Wolfgang Tropartz.
About Sihl The Coating Company
The name Sihl is synonymous with the production of coated and refined papers and films. At its
German location in Düren (between Cologne and Aachen), a 300-strong workforce develops and
produces wide-format paper (photo, film, specialities), paper for office and digital imaging applications
(inkjet photo paper, inkjet, copy/laser) as well as semi-finished products and information carriers. With
10 state-of-the-art coating machines, the factory in Düren is one of the biggest and most modern
coating plants in Germany.
Another important production site is Sihl's factory in Bern with 100 employees. Three modern coating
units produce inkjet specialities such as Vinyl & Banner, Canvas, Backlit or Artist. Over 7000 jumbo
reels are processed every year. The plants also accommodate application centres for optimum digital
image processing and their own research and development departments. Media produced in the
plants are sold in Germany by the company's own organisation, Sihl Direct. Sihl is a member of the
Italian Diatec Group which specialises in the divisions "paper for technical drawings" and "paper for
textile processing".
Sales contact:
For further information go to www.sihl.com or contact Sihl’s area sales manager Mr. Sam Iliaifar (sam@sihl.com)
Tel 07894 825 594
Press contact:
Sihl GmbH, Janine Bülten, Tel.: +49 (0) 2421 597-306, E-Mail: janine.buelten@sihl.de