Selling Digital Printing — Business Builders
Industry engagements have also proven to be an effective outlet for bringing business development tools to HP Indigo users. HP sponsors a number of associations, including PIA/GATF, NAPL and PODi, and provides seminars and educational tracks at events such as Graph Expo in Chicago. It is also a sponsor of Go Digital, a traveling seminar series that is part of the Capture program.
People/communities is the final source for delivering the Capture program. HP business consultants gauge the customer’s level of digital ability through an assessment test before the purchase of equipment.
Another cornerstone of the Capture program is the Digital Solutions Cooperative (Dscoop), a user-driven community of HP Indigo press owners and operators. The association works with HP’s Indigo support team and focuses on helping Indigo users support each other. Dscoop launched a new Web-to-print solution for community members that allows them to easily customize online templates with their company logo, contact information and success stories for their sales and marketing teams to show clients the capabilities they can offer.
McMahon feels the community approach to delivering the program is what makes Capture effective.
“Capture’s tools, programs and training come from HP, whether it’s from the R&D department, marketing department, sales department or some other type of organization that we partnered with to deliver it,” he says. “But it also comes from our users—best practices that we then share throughout the community. Information comes from associations, research firms, Dscoop, Webinars...it’s the whole community aspect that makes it so rich. If HP tried to do this on its own, the value wouldn’t be there for the customer.”
>> MarketMover Business Development Services
Kodak Graphic Communications Group
Kodak MarketMover Business Development Services actually traces its roots back some six years to the early days of NexPress, when it was a joint venture of Heidelberg and Kodak. MarketMover’s aim is to provide educational tools and vertical market information, as well as marketing and sales support. Like HP, Kodak stresses the community aspect and receiving input from industry associations and NexPress users.