(continued from page 1) GRAPH EXPO 16 Sizzles with Multi-Channel Marketing Solutions pURLs, print is increasingly more able to integrate seamlessly with online channels. So for these reasons and more, printers can really sell the value of print within a coordinated, omni-channel marketing communications strategy. “One of the biggest trends we have noticed in the last year or so is the focus that organizations are now placing on the print channel,” agrees Jonathan Dropiewski, CEO, priint Americas, Inc. (Booth 823). “Print is seeing a bit of a resurgence but in a new form. Today’s print requirements are certainly evolving, but print remains a vital and consistent channel for marketing communications in both the B2B and B2C worlds.” Finding a niche For PSPs, fi nding a way to get a piece of that marketing pie can be a challenging endeavor. “One of the key enablers for PSPs is to staff (or partner) with marketers and IT experts that understand data driven marketing, have excellent design talent, and offer software platforms integrated with market-leading digital print platforms like HP Indigo, with no compromises to deliver brand colors and messages that are personalized and produced at the speed of customer responsiveness,” says Avi Basu, Director, Marketing and Business Development, Graphics Solutions Business, Americas, HP Inc. (Booth 1825). In particular, fi nding the right partners can make the difference between success and failure for PSPs looking to up their marketing game. “PSPs can take advantage of these trends by fi rst discovering (continued from page 1) where they have internal competence, and realistically acknowledging where they will need to engage partners with specifi c capability,” stresses Max Dunn, CEO, Silicon Publishing (Booth 2383). “The breadth and depth of newer channels of communication is such that it is nearly impossible to fully cover every base from a single organization. Staying abreast of tools and engaging with partners with expertise is critical to success. PSPs need to ‘know what they don’t know’ and focus on what they do best.” “I think PSP’s need to align themselves with either technology providers or marketing entities that sit on the edge of multi-channel communications so that they can represent it and sell it,” agrees Reuben James of Racad Tech - developers of Web to Print Solutions: W2P Shop (Booth 1986). “Without a doubt, print is always a big part of the marketing mix. So if a PSP does not have the infrastructure to provide some of the other marketing channels, at least they can align themselves with fi rms that do, and reap the benefi t of the print work.” Once the right partner is in place, convincing customers—both current and potential— that the shop has the ability to tackle these projects successfully is a key factor. “The best thing PSPs can do is to present themselves to their customers in a consultative light by offering capabilities beyond print, such as microsites, email, Web page delivery and similar digital solutions,” notes Ed Worsfold, Vice President, Marketing, Prinova (Booth 2390). “They should also invest in technologies that will enable them to produce multi-channel output, as well as enhance their ability to develop new revenue streams that will expand their footprint with both new and existing customers. It is also important to look for solutions that will provide business user access to content authoring and management, which will improve timeto market for customer content.” Scott Scheidenhelm, Senior Product Manager Services and Solutions Marketing, Ricoh (Booth 2035), notes that once a PSP has acquired customers who are willing to test multi-channel campaign strategies, it is important to take that same careful approach. “First and foremost, consider which channels best reach your specifi c audience, either from your own knowledge, conducting a survey, or consulting with industry experts. From there, it’s important to keep track of the various channels of your campaign. Centralized management software can be a huge help in keeping you on message and in line with an often complex communication strategy. With some automated rules in the mix, it can also make production across channels considerably more effi cient. Also, for PSPs looking to add or expand their multi-channel capabilities, color management is incredibly important. If the yellow of a brand’s logo is one color on the brochures and another on the pURL minisite, it looks sloppy. It’s important to calibrate color across your operation, including computer monitors and software solutions, to help ensure multi-channel campaigns are crisp and professional.” Dennis Kelly, CEO at Boingnet (Booth 2672), broke it down into three key points that PSPs need to keep in mind to be successful in the multi-channel marketing space: “1. Develop a low risk, non-contractual relationship with a marketing automation technology provider that specializes in direct marketing. The right partner should be able to provide easy-to-use software and services to augment any skill gaps in your team. 2. Start with logical additions and bite-sized proposals to extend existing direct mail campaigns with marketing automation basics; perhaps a dedicated pURL or landing page to augment a nonprofi t’s annual appeal. 3. Structure commissions, bonuses, and employee recognition that back up your strategic priority. Make the investment worth your team’s focus and energy. As they get wins under their belt, confi dence and deal size will grow organically.” Multi-channel marketing does include email, Websites, mobile technologies, and virtual and augmented reality—and more, as new technologies and ways for people to engage with each other are created. But while all of those technologies are critical to ensuring end-customers are getting the right messages at the right time, more and more marketers are realizing that print can’t be left out. It is just as, if not more, important than any other single component in a campaign. Lama Eldahdah, Marketing Manager, PIM (Booth 2561), notes, “Because screens are everywhere and the need for delivery of a lot of information in a short period of time has grown, PSPs need to start incorporating this new technology and promoting it with their different products to stay current with the continuously growing demand.” Expectations are High for this Year’s GRAPH EXPO customer base which solutions they have to offer best fi t within the current marketplace dynamics. We expect that GRAPH EXPO will deliver on this promise now, and also in the future. As for the future NPES-The Association for Suppliers of Printing, Publishing, and Converting Technologies, what I can share at this time is that we will be keenly focused on making “print” more relevant, we will have a measurable benchmark on our customers’ business outcomes, and we will drive and create the demand for print by bringing the entire supply chain together. Show Daily: What are some of the highlights of GRAPH EXPO 16? Thayer Long: Show visitors this year will be among the fi rst to see many of the exciting new product introductions that they’ve only heard about from drupa—with many of these technologies and products making their U.S. debut here in Orlando, at GRAPH EXPO. Attendees also will experience another GRAPH EXPO fi rst, the 2016 debut of our newest show fl oor attraction—The House That Print Built—a compelling demonstration of today’s most current print applications and exciting new profi t opportunities. Show Daily: What are some of the game-changing technologies GRAPH EXPO attendees can expect to see? Thayer Long: Every year at GRAPH EXPO and PRINT tons of new products are announced, with many making their U.S. debut here at the show. Fortunately, show visitors have a ready “road map” to many of these exciting new technologies, our 2016 MUST SEE ’EMS awardees, which represent the year’s most standout innovations that will drive our industry forward. This year’s awardees, from among 11 different categories, cover every element of the print production process, plus there’s even a category that captures “The Future of Print.” So whether show visitors are seeking the latest solutions for Sales & Order Entry, Prepress & Premedia, or the latest Pressroom innovations in digital, analog and wide-format, all the way through to Postpress and Mailing/Fulfi llment, there’s “gold” to be found here. Show Daily: How can show visitors take full advantage of all that GRAPH EXPO 16 has to offer? Thayer Long: I’m going on the assumption that people are here to have a little fun, but are primarily here to work, learn, and fully engage. We make it as easy as possible to do all three, so if you don’t walk away from this event refreshed and energized with lots of new ideas and actionable solutions, then you weren’t all that serious about improving yourself or your operation to begin with. There are dozens of educational sessions delivered by top industry experts who have a track record of successfully helping businesses. There are hundreds of companies exhibiting here with proven solutions to fi ne-tune your operation and increase your profi tability. There are thousands of other people—your business and industry peers—from whom to network and learn about how they adapt to navigate challenges and pursue new opportunities. Make sure you allow yourself time to converse with your peers and engage with the exhibitors to gain all of the essential information you will need move forward. Offi cial Show Daily | PrintingNews.com GRAPH EXPO 16 | September 25, 2016 | 61
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