Something for Everyone Docustore Creates This year’s newspaper pavilion is focused not on technology, but on the operations themselves. And while everyone wishes there was a magic wand that would bestow success on any printer who followed a precise number of steps, the fact is that every single newspaper printer in the country is unique, with its own set of challenges and strengths. This year’s GRAPH EXPO News Print—The Newspaper Pavilion is specifi cally geared toward helping printers drill down into exactly what they, individually, need to grow and expand their own operations. Since every shop is in a different place, and needs a different set of technologies, skills, and people to continue to thrive in today’s market, the pavilion, while featuring vendors from every segment of the market, will be more focused on consulting with attendees and helping fi gure out the path, than it will be with selling anyone on new technologies or upgrades. This year, attendees will be able to talk to a variety of people with perspectives forged through the trial and error of implementing their solutions and seeing where the pain points were. They will be on hand to really talk about where each operation is struggling today, and offer an objective take on what types of improvements they believe could help in the long term. “The guys in the pavilion have weathered quite a few storms,” notes Mary L. Van Meter, the Publisher and Editor in Chief of News & Tech (Booth 827). “They have a viable solution to the problems, and they have ideas on how to enhance production or effi ciencies.” These are the individuals who have already faced everything the marketplace could throw at them, and they came out stronger on the other side. And this year, they are looking to share that experience and knowledge with anyone who wants to stop by and talk with them. For those who want a closer look at specifi c technologies, the pavilion staff will be more than happy to point visitors to the right booths at the show to dive deeper into those solutions, where they can get more in-depth information about how all of the features, improvements, and other details that could have a massive impact on the operation could be implemented. But at the pavilion itself, the atmosphere is more about the big picture, the trends impacting newspapers, and what print operations will need to do to stay on top. Memorable Brand Experience to Celebrate Birthdays in Style Docustore, a Spanish communications provider, was approached by Imaginarium, a chain of high-quality toy stores that operate across the globe, to design and produce a personalized multichannel birthday marketing campaign for its Imaginarium Club loyalty card customers. Operating 348 stores in 28 countries, Imaginarium was looking to boost loyal customers’ repeat purchases. Due to the company’s global presence, the campaign also needed to be replicated in multiple languages including Bulgarian, Dutch, French, German, Greek, Hebrew, Italian, Polish, Portuguese, Romanian, Russian, and Spanish. Docustore used XMPie (Booth 1625) PersonalEffect TransMedia, an all-in-one solution that provides an integrated and consistent brand experience across multiple channels, and XMPie uDirect Video to create personalized video content as part of a multichannel campaign for Imaginarium’s loyalty card customers. As part of the fi rst phase of the campaign, which targeted more than 360,000 loyalty card members per year, each young loyalty card member received a personalized printed piece that was produced on a Xerox iGen Press. The piece was customized according to the member’s age and gender, with special discounts, coupons, toys, games, and artwork. Docustore plans to invite 3,000 boys and girls from around the world to visit their own personalized Webpage and view a personalized video to further encourage them to visit the toy store and use their coupon from the mailer to purchase a product. To help Imaginarium measure the campaign’s results, Docustore is utilizing XMPie’s PersonalEffect Analytics to monitor how each recipient is interacting with the campaign over time. With this analysis, Imaginarium will be able to prepare next year’s birthday campaign with even more personalized pieces for other countries and video recipients. Offi cial Show Daily | PrintingNews.com GRAPH EXPO 16 | September 25, 2016 | 53
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