Digital Digest

Ken Schmidt, formerly of Harley-Davidson, delivered Dscoop5’s keynote address.

In addition to the more than 100 educational sessions and hands-on workshops, attendees could visit the event’s Solutions Showcase for product-specific information.

Photo Session a Big Draw

Engaging customers was critical to Harley-Davidson’s turnaround, Schmidt said. This included holding events where people could test drive its bikes, a move motorcycle sellers had considered too risky for liability reasons.

These traveling road shows also provided an opportunity to ask prospects face-to-face, “What do we need to do to this bike to make you want to own it?” The Harley representatives on hand made sure to have a pen and paper in their shirt pockets, Schmidt added, because “writing down what people say makes them feel important.”

Sessions on the photo publishing sector and applications were moved to a larger room after the “Photo Market Emerges” panel drew a standing room only crowd that spilled out the door. Those who managed to squeeze in heard from three executives whose companies are expanding the market beyond the consumer-oriented Websites for producing personal photo books, like Shutterfly, blurb and Snapfish.

Even though he was able to stake an early claim to the photo book market in Brazil, Marco Perlman of Digipix, explained how he was still striving to smooth out the seasonality of that market by targeting business clients with photo-centric gift items, including hats, bags, cups, calendars and more.

DME’s Mike Panaggio shared how his company has gotten into event books and sports-related offerings. Using DirectSmile software, it has partnered with colleges, for example, to offer memorabilia such as a personalized print of the football stadium with the person’s name spelled out by a digitally generated representation of the school band. The company also is working with NASCAR stars, since its facility is across the street from the Daytona International Speedway in Florida.

Calling New York home enables Duggal Visual Solutions to focus on high-end applications such as limited run books for artists and professional photographers, as well as modeling cards for talent agencies. Books for a gallery show can go for as much as $3,000 a piece, reported owner Michael Duggal.

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