Recently, locr maps joined HP and Earth Island Publishing for an informative event called Raising Print. This interactive event was dedicated to helping printers better understand the opportunities that are available to them in this changing marketplace.
As Julia Cole, UK&I Marketing Manager for HP noted, “The print market is always changing, but there is still a huge opportunity for today’s print service providers – if they know where to look, how to promote themselves, and how to utilize the many touch points that are available today. That’s what this day was about: giving printers an understanding of how to get found, stay relevant, and engage their customers.”
To support that goal, the day began with an overview of where and how print can play a role in a market that is using many channels for communications.
Julia continues, “Printers today need the hardware and software that can support the demands of Brand Owners. In addition, printers need to think more creatively about how to best use these applications to meet client’s needs.”
Following Julia’s presentation, Susan Wright of Earth Island Publishing spoke about how printers need to enhance the value they offer their customers. She highlighted four key trends: the growth of digital printing, the trend toward light production, why target marketing is critical, and the importance of establishing an online presence.
Susan says, “There is still opportunity for printers, but they need to evolve if they are to be successful. Printers need to gather as much information as they can, identify areas where they need to improve, then develop a business strategy that will enable them to succeed in this new market.”
locr’s Thomas Schnettler spoke about the value printers can bring to their projects by adding personalization. His presentation included case studies that showed the audience how locr’s personalized maps are an easy way to create the personalized communications client’s demand. To further demonstrate this point, in advance of the conference, locr had created personalized maps that detailed how an attendee would get from their location to the HP Center. These maps were included on the covers of the magazine/invitation for the Raising Print Event. David Gamage of Earth Island Publishing produced the covers using an HP Indigo press.