DIGITAL digest

New at this year’s forum was use of an interactive audience response system. Attendees were given electronic keypads to select their answers to multiple choice questions projected on-screen. Most of the time, graphs of the results were then displayed.

In his keynote, for example, Govil asked the audience to select the revenue growth range that best matched the results at each person’s company. Among the 185 printers represented in the response, 36 percent reported growth of greater than 25 percent, and 29 percent grew their sales by 11 percent to 25 percent.

There was no big surprise in the results of another instant poll, which found that audience members ranked access to the case studies as the PODi membership benefit with the greatest value. Recognizing this, the organization arranged tours of three local printing businesses as a preview to the conference. The owners of each were on hand to discuss their digital printing experiences, successes and challenges.

Giving a jolt to the final day, Rick Smith, CEO of TASER International, discussed how his company has been conducting extremely successful personalized marketing campaigns for its “electronic control devices,” as he called them.

The campaign has included postcards, e-mail messaging and print ads to drive prospects to a Website. Smith was joined on stage by Rod Key, president of R and R Images in Phoenix, who helped explain the technology challenges involved from the service provider perspective.

A free download of the Taser/ R and R Images case study was made available at .

Best of the Best Practices

Winners of the PODi Best Practices Awards for 2008 were recently announced at the group’s AppForum digital printing conference in Las Vegas. The awards recognize outstanding examples of digital printing and variable data strategies in three categories:

Collateral Management: Align Technology—working with the e-Integrity agency, a division of print provider Integrity Graphics, the medical device company created a Web-to-print system to improve and standardize the creation and printing of marketing materials for its Invisalign orthodontic product. The collateral system reduced costs by $380,000 and cut production time from 45 to 15 days.

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