Where can you find unbiased advice, delivered in a friendly atmosphere, together with the opportunity to compare the relative merits of a host of different solvent and UV digital printers? SignLink visits Robert Horne Sign & Display's Digital Demonstration Centre in Manchester's Trafford Park to find out.

Despite the fact that Robert Horne Sign & Display is a leading supplier of both rigid and flexible substrates, together with a wide array of ancillary products, it seems that some people are still unaware that the company also offers a wide portfolio of digital printers too. Thus, the aim of Tony Winterbottom, who works for Robert Horne's 16-strong Digital Solutions Division and also runs the company's Manchester-based Digital Demonstration Centre, is to ensure that all signmakers know that there is somewhere that they can go to be safely guided through the digital maze, without having to encounter the usual accompanying sales patter.

Located on the ground floor of Robert Horne's branch headquarters in Manchester's Trafford Park. The Demonstration Suite comprises two demo rooms, one for solvent inkjet printers and the other for UV printers, together with a comfortable office, where clients can discuss their needs with Winterbottom and his team over a relaxing cup of coffee.

Winterbottom, who claims that the Digital Solutions Team offer a collective 150 years worth of experience, explains that customers usually come with a definite idea about the machine they want to buy, but after a chat and a day of demonstrations, they generally change their minds.  "The first thing we ask them is what sort of volume they expect to output," he says, ‘followed by the nature of the applications they expect be producing both now and in the future. Once we know that, we have a good idea which machine will be the right one."  

Depending on the answers he receives, Winterbottom will take customers into either the solvent room, which houses a Mimaki JV33-130, a Roland VP5450 Roland Soljet Pro III and a Canon IPF 8100, or to the UV room, where they can see the Mimaki JF1610 flatbed, HP Designjet H45000 and VUTEk QS 2000 UV printers in action. It is only then that the printers are switched on, as he believes that customers should have the most authentic experience possible. 

He says: "Nothing is hidden; by starting the machines from scratch, customers can get a much better idea of what is involved in terms of warm-up time etc. For the same reason, we also encourage them to bring their own files, so that they can fully assess how the printer will output proper jobs, rather than specially edited demo runs."  This process is repeated on all of the machines, using a wide range of different materials culled from the Robert Horne stash, so that they can compare the differences in output quality and production speed. Winterbottom continues:  "This is where customers often start to waver a bit, as they begin to realise that perhaps the machine they had decided upon isn't going to suit them after all."

He goes on to explain that sometimes, the decision has been based purely on the cost of the printer, but that the most important consideration is really the return on investment. He says:  "We always point out that the number to think about is the amount of profit that the machine can generate and that although a more production orientated printer might initially be more expensive, if a customer has a sufficient volume of work, it could be the better investment in the long run.""

That isn't to suggest however that Winterbottom and his team are always keen to sell up.  He explains:  "In many ways, as a materials supplier, we are in a unique position, since our business doesn't rise or fall on printer sales alone.  Accordingly, we can afford to take a more relaxed approach and are more concerned with helping people to select the right machine, than simply selling a printer for the sake of it. Sometimes customers will come back several times before making the final decision and we are more than happy for them to do that."  "In fact", he adds, "On occasions we even advise that their specific needs would be best met by a machine which we don't stock."   And, rather than regarding such occasions as an opportunity wasted, Winterbottom feels that it is all part of the over Robert Horne service.

Once a machine is purchased, one of Robert Horne's Digital materials' specialists will call on the new owner and suggest which products from the extensive Robert Horne portfolio are most suitable, whilst on-going advice, if needed, is provided by a technical support engineer, but Winterbottom claims that, in fact, most customers require very little hand-holding following the initial installation and training period.  "We only sell machines that we feel totally confident about," he says, adding that each new addition to the portfolio is carefully assessed with regard to reliability and ease of use as:  "It's important that customers start making money without any encumbrances"

Equally important however he feels, is helping to ensure that once installed, the printers earn their keep.  For many signmakers the decision to invest in digital equipment is prompted by the demands of a specific job or customer, but Winterbottom lists all of those purchasers whose businesses have changed direction following the installation their machine.  He cites one, who is now successfully using his VUTEk printer to produce digital wallpaper, saying:  "It's a whole new area for his company and a very lucrative one too. We like to try to provide our customers with a few new ideas to go away with so that they can start adding value right from the beginning.

Of course, this enterprise delivers its own rewards, since it often means that, as a consequence, Robert Horne get also gets to sell more materials.  Unabashed, Winterbottom agrees.  He says: "We try to establish long term partnerships which work for everyone.  We look after our customers and as a result they come back to us, and, as far as I can see it's a win-win situation for everyone!"