Sales and Marketing

This track includes topics related to selling and promoting your company’s products and services. Sessions are focused on developing sales and marketing skills, understanding the printing marketplace and obtaining best practices from other sales executives to drive growth and business development opportunities.

Always Looking: A Seasoned Designer Explores New Directions in Print Communication
Kit Hinrichs, Studio Hinrichs
Date: Friday, March 7
Time: 3:45 pm - 4:45 pm
Room: Sun Ballroom B
Business Focus: All

After over 40 years of standing by a lithography press, internationally acclaimed designer Kit Hinrichs discovered the world of digital printing. He found previously unimagined ways to expand his vision, and opened his eyes to a new and innovative process. In this session, Kit will explain how he and his team created “SF Views,” a project developed for the HOW Conference in collaboration with HP. Kit engaged 14 other acclaimed designers to develop the program, featuring them on different pieces that included a diverse selection of applications, substrates, original artwork, photography and graphics, printed on a variety of HP Indigo digital presses. Kit’s previous experience as partner at Pentagram for 25 years and his new experience with digital printing at his own agency will help attendees understand what draws the interest of creatives & agencies to explore digital printing solutions further.

Bridging the Gap: Sales and Marketing
Bob Scherer, Scherer Sales Solutions, and Stacy Falconer, Dion Label Printing, Inc.
Date: Friday, March 7
Time: 3:45 pm - 4:45 pm
Room: Miami

Business Focus: Label & Packaging

This session will detail the framework of successful sales and marketing teams in a label and packaging facility. With sales and marketing working together, focused goals can be achieved. Bob Scherer, founder of Scherer Sales Solutions, will explain the sales funnel and the advantages of qualified leads. Stacy Falconer, business development director for Dion Label Printing, will explain how marketing plays a key role in the generation and qualification of leads entering the sales funnel.   

Building a Revenue Culture
Andreas Schenck, RevCult
Date: Saturday, March 8
Time: 9:00 am - 10:30 am
Room: Miami

Business Focus: All

Finding the gaps and rating how your organization generates or loses revenue is a critical first step to breaking the revenue growth code. This interactive session will present some powerful concepts that will help companies begin the journey of becoming revenue culture driven.

Creative Evolution Through Science
Chris Zobel and Dr. Mary Sheridan, DME Automotive
Date: Saturday, March 8
Time: 2:30 pm - 3:30 pm
Room: Naples

Business Focus: All

Creative is more than pretty colors and cool designs.  It’s tied into a deep science that triggers emotions and feelings. This collaborative presentation will identify key triggers in direct mail creative that will deliver the perfect creative disruption. From images, content and brand consistency to ideation and evolution, you will have a deeper understanding of how to provide a positive response.  

Data and Publishing: Two Worlds Collide and Create a Unique Opportunity for New Higher Value, Higher Profit Applications
Boris Hughes and Marc Johnson, HP
Date: Saturday, March 8
Time: 9:00 am - 10:00 am
Room: Sun Ballroom C

Business Focus: Publishing/Direct Mail/Inkjet Printing

Today, consumers are faced with a huge amount of information that is growing exponentially. Brands, retailers, communities and special interest groups are having a harder time not only reaching their audience, but in delivering relevant and timely information that gains mind and wallet share. Innovative and iconic brands, retailers and publishers have already begun to capitalize on how to use big data to drive successful programs. This session will show you a few of the most successful ones–and give you a glimpse into what you need and how you can apply these learnings to scale the concept to local and mid-market opportunities for your local and regional customers.

Direct Mail Is Dead, Dying, Forgotten–Think Again!
Mike Panaggio, DME Holdings
Date: Friday, March 7
Time: 5:00 pm - 6:00 pm
Room: Sun Ballroom A

Business Focus: Publishing/Direct Mail/Inkjet Printing

This highly interactive session will lead its participants through the evolution of direct marketing, revealing statistics that show how the world of direct mail has changed–but is far from dead. The industry has simply evolved and is heading in a direction that yields stronger, more positive results if you use the right method supported by the appropriate science.  Learn how to adapt to the changing environment and not only survive but thrive.

Direct Marketing Toolkit: A Business Development Strategy for Selling High-Value, Targeted Direct Marketing Campaigns
Maya Poleg, HP
Date: Friday, March 7
Time: 4:30 pm - 6:00 pm
Room: Naples

Business Focus: Direct Mail/Inkjet Printing, Commercial Print

Learn how to conduct more effective sales meetings and open new opportunities for your business. This interactive session will provide a set of practical tools and methodology for communicating value rather than cost with your customers. You will practice firsthand with other print service providers how to implement techniques in your own business. 

Discover the New Generation of Premium Photo Products
Ed Geskus, Geskus Photo, Dave Williams, Black River Imaging, and Benjamin Lamparter, HP
Date: Saturday, March 8
Time: 11:00 am - 12:00 pm
Room: Naples

Business Focus: Photo, Commercial Print

Is there room for more premium products in the photo segment? In this session, participants will learn from our panel how to develop and market lay-flat books, premium greeting cards and other products that will enable them to trade-up their current consumers. Participants will gain insights on how to complete their portfolio with products that deliver both higher value and higher margin.

Electronic Media and Print - the Myths and Facts
Jonathan Graham, HP
Date: Friday, March 7
Time: 2:30 pm - 3:30 pm 
Room: Sun Ballroom A

Business Focus: All

What`s the most sustainable and remembered media? How can you position print with facts when discussing monitors vs posters? In this lively session, we will present the facts about the environmental profile of electronic media and print as well as some independent research about the effectiveness of electronic media vs print.

Grow Your Business: Integrated Marketing and Targeted Messaging
Stacy Falconer, Dion Label Printing, Inc., and Nick Devine, The Print Coach
Date: Saturday, March 8
Time: 9:00 am - 10:15 am 
Room: Naples

Business Focus: Label & Packaging

Interested in bringing marketing to your organization or integrating your program with other departments? This session will teach you how to grow your business with integrated marketing programs and value proposition development. Break the mold with focused messages for your target market(s). Session speakers include Stacy Falconer, Business Development Director for Dion Label Printing, and Nick Devine, the Print Coach. 

How to Transform the 100 Billion Photos Captured Every Day on Mobile into Print
Phil Anema, Sean Pfitzenmaier, Jenna Walker
Date: Saturday, March 8, 
Time: 9:00 am - 10:00 am
Room: Sun Ballroom B

Business Focus: Photo, Commercial Print

This session will show winning examples from leaders of both the printing industry and the Internet. Come and learn about their new apps that enable easy printing of photobooks, calendars, postcards and other gifts from mobile or social media. You will learn how to access this unlimited pool of photos and customers. 

Improving Profitability Roundtable
Moderated by Mike Duggal, Duggal Visual Solutions, Inc
Date: Saturday, March 8
Time: 2:30 pm - 3:30 pm
Room: Miami

Business Focus: Commercial Print, Grand Format Printing, Label & Packaging

Bring one great idea and leave with dozens. This interactive session will bring print service providers together to discuss winning ideas that have made their company more profitable. The participant with the best idea as voted on by the attendees wins a new iPad Air.

Inkjet and EP: Living in Perfect Harmony
Pat McGrew, HP 
Date: Saturday, March 8
Time: 11:00 am - 12:00 pm
Room: Miami

Business Focus: Publishing/Direct Mail/Inkjet Printing, Commerical Print

Pat McGrew will share the latest projects happening around the world with a combination of inkjet and Indigo products. From books and magazines to marketing collateral, there are combinations that give your customers the advantage in the market. Have you seen the direct mail newspaper? The magazine insurance welcome kit? The Viral Marketing posters? The short-run magazines and catalogs? We have them all, and we'll tell you how you can do it, too.

It's Time to get REALLY Personal: Making Your Database Work Harder
Dr. John Leininger, Clemson University 
Date: Friday, March 7
Time: 5:00 pm - 6:00 pm 
Room: Osceola Ballroom B

Business Focus:  All

Enhancing your data by appending demographic or lifestyle information will enable you to have a deeper understanding of your customers. Adding creative license with database calculations adds even greater relevance.  Predictive analytics will sustain and improve your competitive advantage by helping you understand whom your customer should be mailing to this week or next month. This workshop will teach you how and where to get data, how to connect two or more data sources, and how to clean and use this data to develop and target a highly personalized message in your mail and cross media campaigns. 

Large Format: At the Center of Cross Media
Barb Pellow, InfoTrends
Date:Friday, March 7
Time: 2:30 pm - 3:30 pm
Room: Sun Ballroom C

Business Focus: Grand Format Printing, Commercial Print

Signage is everywhere, and successful marketers are leveraging point of purchase displays, billboard and vehicle wraps to create an interactive dialogue with consumers. In this session, you will see how grand format signage is effectively blended with augmented reality, Near Field Communications (NFC), social media and mobile codes to take grand format into the realm of cross media.

Multichannel Campaigns by Leading Agencies and Brands
Doris Brown-McNally, HP, Ladd Martin, BBDO New York, and William "Buzz" Apostol, Pantone X-Rite
Date: Saturday, March 8
Time:11:00 am - 12:00 pm
Room: Sun Ballroom D

Business Focus: Creative & Design, Grand Format, Label and Packaging, Commercial Print

This session teaches how top companies are using multi-channel campaigns to amplify their brands. An interactive discussion will focus on these companies’ digital strategies and how they leverage the newest technologies to integrate both offline and online media. The panelists will provide case studies and their insights into the design and production of these integrated campaigns that have a high level of interactivity. Come and learn new strategies from a roomful of top innovators so you can share these highly sought after tricks with your clients.

New Opportunities for Commercial Printers: HP Latex Technology
Timothy Mitchell and Brian Daniel, HP
Date: Saturday, March 8
Time: 9:00 am - 10:00 am
Room: Booth 923

Business Focus: Grand Format Printing, Commercial Print

For commercial printers interested in expanding into grand format with HP Latex, you will want to attend this entry-level session. As part of this session, a commercial printer will share his journey, successes and pitfalls to avoid. Come see, touch and learn about the breadth of applications that are available today to expand your business growth with high-margin solutions.

New Opportunities with Scitex Grand Format
Scott Stoddart, HP
Date: Friday, March 7
Time: 5:00 pm - 6:00 pm
Room: Booth 923

Business Focus: Grand Format Printing, Label & Packaging, Commercial Print

Is your market growing at an 11% CAGR? Are you looking to expand your business AND obtain higher margins? UV-curable inks open the door to a broad range of markets, growth, and higher margins.  The possibilities range from rigid to flexible materials and from indoor to outdoor applications.  Learn how to reach markets as diverse at retail, events, interior décor, and packaging.  Discover creative ways in this hands-on lab to expand your business.

Planning for the Future, Learning from the Past
Simon Lewis, HP
Date: Friday, March 7
Time: 10:30 am - 11:30 am 
Room: Sun Ballroom D

Business Focus: Commercial Print, Label & Packaging

Join Dscoop leaders and Indigo Digital Printing Advisory Council members to reflect on how the market, technology and recipes for success have changed over the last five years. Consider how we can learn from the past to better define the next five years and drive success

Selling to Procurement Managers: A Path to Trust
Scott Wattenbarger
Date: Saturday, March 8
Time: 2:30 pm - 3:30 pm
Room: Osceola Ballroom B

Business Focus: All

Learn from the experience of a procurement professional and former sales manager to discover the amazing difference in perspective. Members will develop the perspective of being the buyer to better understand what the possible motivations and the buyers have. Attendees will learn the buyer's perspective, how mistrust has created business fortress and how to quickly build trust and gain the buyer's alliance.

Tell Your Story - Sales Program
Rita Farin, Calin Shope, and Stephanie Hill, HP, Todd Pauly, GAS, kevin McVea, SCI, Jim Benedict, GLS Companies, Darrell Friesen, Jet Label
Date: Friday, March 7
Time: 3:45 pm - 5:00 pm
Room: Sun Ballroom D
Business Focus: Publishing/Direct Mail/Inkjet Printing

 More than a year in the making and tested by customers like you, the new Tell Your Story sales program was created by HP to help Dscoop members effectively reach brand owners and agencies of all sizes with relevant, compelling messaging. In 2013, HP built and piloted a series of tools and programs to drive awareness of HP Digital Printing by working with printers to help brands tell their stories through digital print. The results were compelling. Today we offer you the tools, samples and programs to partner with your customers, from global brands to specialty agencies, to help them amplify their stories through digital print. Join us in this session and learn how other Dscoop members have most successfully used these 100+ resources to engage, educate and inspire customers to integrate more digital print into their communications mix. This is a must-attend session for anyone looking to elevate their brand stories and build their business.

 

The 5 Most Effective Strategies for Selling Digital Printing Services to Publishers
Nick Clements, HP
Date: Friday, March 7
Time: 2:30 pm - 3:30 pm 
Room: Osceola Ballroom B

Business Focus: Publishing/Direct Mail/Inkjet Printing

Printers that try to sell digital printing services to publishers based on cross-over points, unit prices and migrating existing runs from offset rarely generate significant volume or value. To truly succeed in this market requires an entirely different sales approach based on shifting long-established perceptions and business practices. In this session, Nick Clements, HP Indigos publishing segment expert, will outline five highly effective strategies already used by successful digital book printers. These strategies focus on convincing publishers to change their overall approach to print production, thereby shifting significant volumes to digital printing.  The session will be practical with a focus on articulating the customer benefits, providing supporting financial models and sharing success stories

The Risk of Proactive Marketing  
Tom Pannagio, Entrepreneur
Date:Saturday, March 8
Time: 2:30 pm - 3:30 pm
Room:Sun Ballroom C

Business Focus: All

The marketing concepts that created billions in sales and catapulted Tom's company to an industry leader are presented in this informative program. The focus is on proactive marketing fundamentals that drive customers to take action. Tom will outline the successful marketing strategy he used at RME which is easily incorporated into any marketing plan. He also will present his Winner's Framework for embracing the risk of proactive marketing. 

Why You Need a Major Account Strategyand How to Create One
Linda Bishop, Thought Transformation
Date: Friday, March 7
Time: 10:30 am - 11:30 am
Room: Naples

Business Focus: All

Every print service provider has important customers who are significant contributors to total revenues. Few PSPs have a written strategy to keep major customers happy, identify new opportunities at these accounts, and be alert to threats. In this interactive session, participants will learn how to create a simple but effective one-page strategy, as well as actionable ways to execute it.