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DIGITAL digest

April 2009

Bar-Shany followed up with a technology update in which he noted that 180 units of the HP Indigo 7000 press have already been installed worldwide. He also reported that the HP Indigo WS6000 digital web press was in final testing and due for release in March, while the HP Indigo W72000 was going into beta sites and slated for release before the end of the year. 

“Marketing in a Digital World” was the topic of a pre-conference session conducted by Stephanie Hill, HP business consultant. Hill advised the audience members to seek business opportunities based on the current economic conditions, such as marketing materials for outplacement agencies, community colleges and discount warehouses. 

It’s also a good time to tap the pool of college students seeking internships for an affordable way to dedicate a person to manage a marketing program, she said.

Barb Pellow, of the InfoTrends research firm, addressed the conference’s theme directly in a session titled “Thrive in a Difficult Economy.” Consider targeting small- and medium-sized businesses because they need an expert partner to help them market their companies cost-effectively, she said. “Investing in marketing is never more important than it is today.”

The importance of marketing was also stressed by Rob Seaver, vice president of strategic marketing at Phoenix-based R and R Images, in his session on “Inside Secrets to Gaining Market Share.” 

Printers shouldn’t assume business will come back, and that things will return to how they were even six months ago, he said. “The economy that is emerging requires lean business models since there will be less business in the market.”

In Seaver’s view, printers need to practice what they preach to clients by being aggressive marketers themselves, including online via social networking, blogs, Webinars and YouTube video posts. 

Online social networking, through services such as LinkedIn, can be used both as an internal resource for help in running a printing business and as a marketing tool, he pointed out. “Three out of our four last sales came from LinkedIn.”

More information on the user group and conference is available at www.dscoop.org.

—Mark Smith


 

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