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IN THIS EDITION
In this issue:
A word from the President
B2B content marketing strategy for tape businesses by Bert van Loon, Mostly Media
Afera’s new content marketing programme: Ideas that stick
Trends in adhesive tape: R&D, design and marketing
Afera Annual Conference 1-4 October 2014, Dubrovnik, Croatia
Afera Committee news
Member news
Industry news
Publications
Banner klein links
UPCOMING EVENTS
Labelexpo Americas
9-11 September, Chicago, U.S.A.
FEICA Conference
17-19 September, Berlin, Germany
Afera Annual Conference 2014
1-4 October, Hotel Dubrovnik Palace, Croatia
Emballage 2014
17-20 November, Paris, France
Labelexpo India
29 Nov-1Dec New Delhi, India
AUGUST 2014
A word from the President
Dear Afera Members,

Afera is gearing up for its Annual Conference, this year organised in Dubrovnik, Croatia, at the beginning of October. Secretary General Astrid Lejeune, along with the help of the Committees, has put together an engaging Working Programme for tape industry executives focussing on “The Future of the European Adhesive Tape Industry: Technology, Trends and Markets.” Enrolment to date tells us that this is going to be an impressive event for all those working in organisations within the adhesive tape value chain, including tape manufacturers (and SMEs), OEMs, raw material suppliers, and converters.

I am happy to report that by popular demand, media consultant Bert van Loon will be returning to speak to Afera’s audience on “Re-engineering marketing communication in a content-driven world.” In this issue of Afera News, we learn from Mr. Van Loon about “B2B content marketing strategy for tape businesses,” a topic which organisations will have to address and most likely embrace in order to succeed. With the support of Mr. Van Loon, Afera’s Marketing Committee has set up a task force in order build a social media and content marketing strategy at the association level. Our ultimate goal? Growing the market for adhesive tape, extending it into new and different areas of design application.

Another returning Conference speaker of note is trendspotter and futurologist Magnus Lindkvist who stirred a lot of interest with his talk on the future of innovation and change for tape companies at our Stockholm Conference in 2010. This time he will be discussing "Darwinnovation: The ultramodern way of creating the future in a turbulent world," tying in his ideas on marketing, innovation, competition, and uncertainty.

I hope this issue of Afera News finds you in the middle of a prosperous and enjoyable summer.

Laurent Derolez
Afera President
B2B content marketing strategy for tape businesses
Overview:
  • Today’s big picture in marketing: Success will come to those organisations which embrace the technological revolution and modernise their fundamental strategy and operations accordingly
  • The lines between B2B and B2C are increasingly blurred as smart devices allow us flexibility, freedom and individuality
  • 67% of the buyer’s journey is now done digitally, so businesses should focus their strategy around the ‘zero moment of truth’, where the first selections are made
  • With the new sales environment online, where the consumer is in charge, companies will succeed only if they restructure their commercial organisations so that their communication-, marketing- , sales-, and technical/R&D people work together
  • The goal is to reach out to those who are not yet aware of the functionalities of tape and to trigger the discovery of tape as an alternative for their designs
  • This can be done through creating and managing high-quality online content matching the four stages of the buying cycle and through utilising traffic drivers to attract interest from the outside world to your website
  • B2B developments are staggered behind those of B2C, offering inexpensive learning opportunities
  • Afera is addressing the market growth challenge with an initiative focusing on content and strategy.
View the complete slide presentation
7th article in Afera’s Sicily conference presentation series

One of the most eye-opening talks held at Afera’s Annual Conference was Bert van Loon’s session entitled “Can Afera Grow the Pie by Using Social Media?” An international communications and media strategist based in Rotterdam, Mr. Van Loon informed the audience of executives of companies belonging to the adhesive tape supply chain on why and how you should build your business communications strategy around content marketing and social media.
The bottom line: In order to keep abreast of today’s increasingly online business communication marketing trends, tape businesses should create an integrated B2B content marketing strategy particularly focussed on those who do not yet know about tape as a bonding and fixing solution in order to grow the market. This should include a bottom-up approach, in which online content represents a collaboration of your technical/R&D, sales, marketing and communications departments. Furthermore, strategic social media triggers must be utilised to attract interest from the outside world to your website.  Read more
Afera’s new content marketing programme: Ideas that stick
With the goal of growing the market for tapes by appealing to product designers and mechanical engineers who are not yet aware of the use of tape as a bonding solution, Afera began exploring the possibilities, opportunities and necessity of developing its online presence in 2012. Led by the Marketing Committee, the Association created a social media taskforce including delegates from Member Companies tesa, 3M, Novacel and Parafix to explore and initiate an ongoing B2B content marketing programme.  Read more
Trends in adhesive tape: R&D, design and marketing
Industrial design in sports accessories
According to the UK’s Design Week, an avid swimmer has developed a water-resistant watch incorporating adhesive tape in its design. Andrea Chappell reports that a “rubber casing is backed with adhesive tape (just like a sticking-plaster), so it may be stuck to either skin or clothing”. Adhesive tape is part of “the cheapest and most disposable technology” used in this invention, which is “similar to stick-on thermometers” and “may have other applications beyond sport.” For more information, visit http://www.designweek.co.uk/news/worldly-goods/1106113.article Read more
Upcoming event
Afera Annual Conference 1-4 October 2014, Dubrovnik, Croatia

Whether you are a manufacturer, supplier or converter, Europe’s premier tape event connects you with the latest faces and developments in the adhesive tape industry. With the theme “The Future of the European Adhesive Tape Industry: Technology, Trends and Markets,” this year’s Annual Conference Programme zeroes in on the issues and opportunities linked to prospective growth of tape businesses and the industry as a whole. Topics have been developed around forthcoming markets, technologies and innovation, and trends in communications, legislation and company strategy. By popular demand, Afera’s management is again holding a ‘Captains of Industry’ panel debate on the Conference theme.

Speakers: The Sunday Times ● Arcelik A.S. Research & Development Centre● Parafix Tapes & Conversions, Ltd. ● Fraunhofer IFAM ● Freedonia / Afera MKC ● Nitto Europe NV ● Mostly Media ● A European Trendspotter and Futurologist

Programme
Registration form
Sponsorship information & registration
Afera Committee news
Popular trendspotter and futurologist to speak at Dubrovnik Conference
By popular demand, Afera’s Marketing Committee has secured Magnus Lindkvist, a European trendspotter and futurologist, to speak at the Annual Conference in Dubrovnik, Croatia , on Friday, 3 October at 12.15 CET. Mr. Lindquist will discuss "Darwinnovation: The ultramodern way of creating the future in a turbulent world." Topics to be covered include the new tools of innovation (crowd sourcing, open innovation, rapid prototyping), creation vs. competition, and uncertain and certain futures (where are we now?).

Mr. Lindkvist made a significant impact on the audience at Afera’s Stockholm Conference in 2010, when he discussed the future of innovation and change, including the key concepts of ‘IKEA-fication’ and ‘punk’, in his presentation “Future Possibilities and Possible Futures”. For the highlights of this presentation, visit here.
Product carbon footprint values for industrial adhesives
Afera Technical Committee Member Axel Hessland, who represents IVK and FEICA, reports that IVK has published Typical "Product Carbon Footprint" (PCF) Values for Industrial Adhesives in both German and English. Download it here
Member news
New Members since 1 January 2014
H.B. Fuller Europe GmbH, Germany (Associated Member)
Bitoner Resin, The Netherlands (Associated Member)
A&G Ambalaj San. Tic. LTD. STI, Turkey (Converter Member)
August
Tape emerges as go-to wonder bond: Nitto Denko pushes sticky film as way to cut noise, boost mpg
www.autonews.com, 4 August 2014 – Time was, any vehicle worth its mettle was a lumbering construct of solid steel welded together by fiery robots. But increasingly, today's cars are being held together in ways other than hot-fused metal. Read more
July
Under the name GESSNER® Nano, Neenah Gessner GmbH has developed a high performance backing for the most demanding paint and lacquer jobs
www.neenah-gessner.de, 30 July 2014 – GESSNER® Nano combines the advantages of GESSNER® Soft conformability, smoothness, excellent handling) with the advantages of a crepe paper (high elongation, high strength). GESSNER® Nano offers sharp and flat paint lines and high flexibility. With this new carrier, GESSNER® has created the ideal basis for accurate paintwork for DIY jobs and professional applications.
Coroplast set to expand in Germany
www.europeanplasticsnews.com, 29 July 2014 – Industrial adhesive tape, cables and wiring specialist Coroplast Fritz Müller, has invested €35m to expand and improve its manufacturing operation in Wuppertal, Germany. Read more
ATR Chemicals SA: Part of PSA & paper solutions at Organik Kimya
www.atrchemicals.com, 20 July 2014 – ATR Chemicals SA , a manufacturer of solvent-borne acrylic PSAs situated in Balerna, Switzerland, is now part of the PSA and Paper Solutions group at Organik Kimya.
Having largely served the textile chemicals markets in the past, ATR Chemicals has steadily entered the pressure sensitive adhesives domain with adhesives for self-adhesive PVC films used in outdoor vinyl graphics, medical tapes and the most demanding high-performance tape applications. For more information regarding products from ATR Chemicals SA, please contact Mr. Alberto Saladinho (alberto.saladinho@atrchemicals.com).
Bitoner Resin is one of China’s leading suppliers of hydrocarbon resin, which is mainly used in the adhesive, coating and rubber industries
www.bitoner.com, 24 July 2014 – Bitoner Resin is headquartered in Qingdao, China. After more than 10 years of development, Bitoner Resin has built a strong reputation in the world market. In March 2013, the Bitoner Europe Office was established in Schijndel, Brabant, in the Netherlands under the name YD Star Netherlands BV. Its main functions include serving as European Sales Office and Distribution Centre in order to provide better services. Bitoner has its REACH Certificate and its own OR in the Netherlands.
From adhesive solution to mechanical integration
www.fastening-solutions.co.uk, 21 July 2014 – Lohmann not only provides tailor-made adhesive systems, it also supports its customers right through to the application stage. Read more
Who made that scotch tape?
www.nytimes.com, 18 July 2014 – The particulars are hard to pin down, but everyone seems to agree that Scotch tape, the now-famous brand, originated as a slur. Read more
3M will buy out Sumitomo partnership stake for $885 million
www.bizjournals.com, 16 July 2014 – 3M Co. said Wednesday it would make Sumitomo 3M, a Japanese joint venture established in the 1960s, a fully owned unit by buying out the 25 percent stake of Sumitomo Electric Industries. Read more
PSTC’s RTM program gaining momentum
www.pstc.org, 8 July 2014 – As of July 8, 2014, over 20 tape manufacturing companies are engaged in PSTC’s Responsible Tape Manufacturer (RTM) certification program. Multiple companies have already completed the rigorous certification process. Read more
Industry news
August
Does Kinesio tape really work?
www.cyclingweekly.co.uk, 4 August 2014 – Adhesive tape stuck on the skin seems an improbable remedy for cycling-related aches and pains — but it’s growing in popularity. Does kinesiology tape really work? Read more
Today's annoyances, tomorrow's technology
www.phys.org, 4 August 2014 – Paper wrinkles, tape tears, cables kink, columns buckle, eggshells break. Pedro M. Reis hopes to transform today's annoyances into tomorrow's technology. Read more
July
Pressure sensitive adhesives market: Global industry analysis, size, share, growth, trends and forecast 2013 – 2019
www.prweb.com, 29 July 2014 – According to a new market report published by Transparency Market Research "Pressure Sensitive Adhesives (Water-based, Solvent-based, Hot Melt, Radiation Cured) Market For Tapes, Specialty, Labels, Graphics, and Other Applications - Global Industry Analysis, Size, Share, Growth, Trends and Forecast, 2013 - 2019," the global pressure sensitive adhesives market was valued at USD 5.58 billion in 2012 and is expected to reach USD 7.96 billion by 2019, growing at a CAGR of 5.2% over the forecast period from 2013 to 2019. Read more
AWA label release liner and adhesives technology seminars in Chicago
www.packagingeurope.com, 28 July 2014 – Two upcoming one-day seminars organised by AWA Conferences and Events will be of particular interest to suppliers within the pressure-sensitive materials value chain. Read more
Where’s the tape?
www.miamiok.com, 24 July 2014 – ...Imagine a piece of tape being used to help someone who was not a candidate for eye surgery. Read more
Pressure sensitive adhesives market by technology, application is expected to grow $8.4 billion by 2018 – report by markets
www.prweb.com, 24 July 2014 – The report “Pressure Sensitive Adhesives Market by Technology, by Application & by Geography - Global Trends & Forecasts to 2018”, defines and segments the global Pressure Sensitive Adhesives market with analysis and forecasting of the global revenue. Pressure Sensitive Adhesives market will grow to $8.4 billion by 2018, with a very high CAGR. Read more
Innovation in weld protection
www.energyglobal.com, 22 July 2014 – ...Popular backing solutions include: Ceramic tile backing strip, Permanent backing bar, Temporary backing bar, Consumable inserts, Inert gas and Glass reinforced fibre tape. Read more
Huhtamaki: Possible divestment of films business
www.plasteurope.com, 21 July 2014 – Finnish packaging specialist Huhtamaki (Espoo; www.huhtamaki.com) is weighing options for its films business, including an outright sale, chief financial officer Thomas Geust has confirmed to Plasteurope.com. Read more
Huhtamäki to evaluate its films business
www.plasticsnews.com, 21 July 2014 - Finland-based plastics packaging group, Huhtamäki Oyj, has announced that it is evaluating its options regarding its films business, due to its growing strategic focus on food packaging. Read more
Publications
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Recent news
Afera Tape College event editorial by Dr. Michael Gerstenberger Read more
Global Tape Forum & Global Test Methods Committee Meetings held in Nashville, Tennessee Read more
Tapes used in bonded glazed windows by Bernard Elias, Head of Quality Assurance at RAL-Gütegemeinschaft Kunststoff-Fensterprofilsysteme e.V. (GKFP) Read more
The future of growth: “All of us, rationally speaking, can be optimistic by Marc de Vos, Director of the Itinera Institute Read more
Global, European specialty tape markets and growth opportunities by Corey Reardon, President and CEO of AWA Alexander Watson Associates Read more
Why you need quality assurance in adhesive bonding technology by Prof. Andreas Gross, Head of Training and Technology Transfer at Fraunhofer Institute for Manufacturing Technology and Advanced Materials IFAM Read more
The current European and Italian Economic Outlook according to Pasquale Capretta, Senior Economist in Confindustria’s Research Department (Centro Studi) Read more
“We are seeing the biggest dynamic in chemicals in 40 years”: How to survive the contraction of adhesive raw material supply according to Tom Brewer, Vice President of Business Development for Argus Media Read more
Afera targets engineers and designers who do not yet know about the use of tape in newly launched website, afera.com Read more
If you would like to participate in Afera's discussions and decision-making on issues that affect the tape industry, contact Afera's Secretary General via mail@afera.com about joining one of the Associations's Committees or Working Groups. As the lifelines of Afera, its Committees meet at least twice yearly to discuss and develop their action plans for carrying out Afera's mission: To represent the interests of the self-adhesive tape industry in the broadest sense.

@disclaimer
Although the newsletter has been compiled with all reasonable care, Afera declines all responsibility for the completeness of the information contained, and for any additional use made of the information provided. 
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