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Xaar – 3D

Helping Xaar establish its reputation in 3D printing

We were tasked with positioning Xaar as a leader in 3D Printing. It was also necessary to tackle perceptions that 3D Printing was only for prototyping and short runs by persuading people that, via high-speed sintering,volume manufacturing is possible.

How Nielsen McAllister helped

The Background

Our client Xaar, a world-leader in industrial inkjet technology, wanted to spread awareness about High-Speed Sintering for volume 3D manufacturing.

We were tasked with positioning Xaar as a leader in 3D Printing. It was also necessary to tackle perceptions that 3D Printing was only for prototyping and short runs by persuading people that, via high-speed sintering, volume manufacturing is possible.

The Solution

We opted to run an open day for journalists at Xaar’s state-of-the-art 3D Printing facility on the Nottingham Science Park. Working with Xaar’s communications team we:

  • Targeted key journalists from the 3D Printing sector, as well as selected ones from engineering, industrial, and print
  • Organised all the logistics of their visits, including date, transport, timings, dietary requirements, and more
  • Provided full briefs on Xaar and its work in 3D Printing before the journalists attended
  • Prepared materials both physical and digital for journalists to take away after the open day
  • Developed a full itinerary for the day, including an introductory talk, tours of the facility, lunch, and a Q&A session with Professor Neil Hopkinson, the inventor of High-Speed Sintering, and his team

The Result

The day was a true success, with a host of journalists attending from key titles such as TCT Magazine, 3D Printing Industry, The Engineer, and Engineering & Technology, resulting in:

  • A dozen print and online articles and blogs that spread Xaar’s message to insiders across all key industries
  • A flurry of social media posts including videos of Xaar’s 3D Printing processes that were viewed thousands of times
  • An invitation to Professor Hopkinson to speak at The Engineer conference
  • Several sales leads that were generated by the press coverage
  • Nomination for Xaar’s 3D Printing capability at the 3D Printing Industry Awards in the category of ‘Innovation of the Year’. And Xaar won!
  • Helping to change perceptions across the relevant industries about the potential of 3D Printing – and Xaar – to harness 3D Printing for volume manufacturing