Print Buyers Who Implement Change
This morning I had the pleasure to meet two attendees, Lauren Lawder, Print Production Manager, Beacon & Frey Advertising, and Willie James, Production Manager, Jackson-Dawson Integrated Marketing Communications. Contrary to my remarks yesterday about print buyers getting no respect, Lawder and James feel they get plenty. "I think it’s different in corporate life than agencies," Lawder told me. She is back for the second year of the conference because last year she went away with so many "amazing ideas."

Having just attended Jim Hackett’s talk on variable data printing, Lawder had to admit she had just found her amazing idea for this year. "I was aware of variable data printing," she told me, "but never had it put in my face like he did. I received some things in the mail, but I never had them explained to me." Lawder also admitted that a couple of years ago she might not have been in a position to apply what she was hearing. "This time," Lawder explains, "I see an immediate application for some of our customers in healthcare." When I asked if she had a local variable data printer in mind, she did not, but was ready to go out and look.

Willie James was in total agreement with Lawder, but already has some experience with variable data printing. James has been using Indigo for the past year with two customers, Michelin and BMW. "It’s great for events," he told me, "because they require such fast turnaround and include many personalized items such as postcards and name badges." James was introduced to variable data printing by his printer (I love to hear that!). "I went to see how it worked," he explained, "and thought the quality was equal to sheetfed." James had been recruited 6 years ago from a northeast company and relocated to South Carolina. As the only production person, he experiences total trust from his agency. Lawder has the same situation, and in both cases they have final signoff. James, like Lawder, is walking away from this talk enthusiastic about a specific idea he has for his PR department.

Creating Value
I am in agreement with Lawder and James that Jim Hackett’s presentation was very stimulating. He made creating value look easy. As Vice-President of SourceLink, his direct marketing company has grown 30-50% in the last few years. It is not hard to see why. He fully understands the power of relationship marketing and is applying it to the right applications in creative ways with significant results. In his presentation, How to Create Greater Value for Your Organization, Hackett gave many examples of successful variable data campaigns, in detail, with specific improved results for clients. In one case, according to Hackett, "although the cost per piece for a product was 20 times what was previously spent, the cost per lead was actually cut in half."

This is the new math of variable data printing that print buyers (and printers) have to get used to. Hackett recommends 5 steps to creating value, starting with "looking beyond current marketing techniques." Among the services SourceLink provides to facilitate new approaches are: enabling clients to centralize their customer databases, profile their prospects, establish a library of branded mailing packages, utilize variable components in web-based print on demand and track/analyze results. Hackett urges "embracing new technology, such as color variable data printing and the Web," and became a printer himself to make good use of these tools.

The Tipping Point
"At this point in time," says Hackett, "most companies have squeezed out all the extra costs they can. Now they must look to creating new revenue streams if they want to grow." After giving the specifics on remarkable campaigns for companies such as Eddie Bauer, Alphagraphics, Pier 1, and American Airlines, he gave an example of his idea to "invent new partnerships." Hackett was able to offer the State DMV to print their registration reminders at no cost by inserting some advertising. This turned a prospective customer into a new partner, and gained many new customers who were excited about advertising to all the drivers in the state.

In short, he suggests "becoming a strategic applications specialist and learning how to convert operational costs into sales revenue." When he mentioned that "homework for everyone was to think of three ways to apply four color variable printing, to combine e-mail and print mail and to create a new revenue stream," I thought he was being a tad optimistic. But, with a few incentives, this group was on their feet and at the mike giving well-thought-out ideas. We are fast reaching a point, according to Hackett, when traditional campaigns will have a negative ROI—"a reflection of the consumer’s dissatisfaction with receiving information not relevant to them." Then, why hasn’t variable data caught on? "It has to do with the tipping point," he explains "That’s when an idea catches on, when the moment of epiphany occurs, when suddenly everyone understands"

He has no doubt there will be that tipping point for variable data printing. I like his optimism.

No Longer Production Managers, but Content Buyers
Another very effective presentation, and eye-opener for many, was given by Steve Schnoll. According to Schnoll, President of Schnoll Media Consulting and a self-proclaimed pundit, it is critical for the savvy buyer of print to be fully aware of all the trends and technologies. He insisted they should think of themselves as content buyers, not production managers or print buyers. In his inimitable fashion he related every dry technical term to something that could be easily understood. Schnoll’s philosophy is simple: "building a successful program or project takes knowledge of the best tools, products and suppliers available, and innovating the process with proven methods and technology."

Among other topics, he discussed the "foreign invasion of paper suppliers", the impact of digital photography, print methods that will stay and those that will go, why digital printing will take over, the giant leap in finishing, good uses of the Internet, soft proofing, Web services, wireless technology, the crown jewel of fulfillment, CIM (computer integrated manufacturing), XML, CRM, PDF, content management, database management and digital asset management. Does he really think all print buyers (excuse me, content buyers) should understand all these terms? Yup. It would be hard not to agree. They are all having a critical impact on the new world of print.

Don’t Hesitate to Find a New Supplier
Schnoll also advises, "If your supplier is not staying abreast of new technologies that can help you and your company save money and offer better service—then find a new one!" He urges finding a supplier who is "more than just a printer, but a partner and one who is bringing you better ways to communicate, often beyond just print."

The ideal supplier, according to Schnoll, should posses some or all of the following value added services: design, web design/hosting, photography, digital printing, database management, Digital Asset Management, fulfillment and mailing. The fact is that the demand for printing is not decreasing, and others besides printers—list providers, ad agencies, marketers, mailers and fulfillment houses—are only too happy to provide the services a company may need, including printing. The messages are not new, but they are getting louder, and printers would do well to take heed.

From what I could see at this conference, I think many of these print buyers are going to come up the learning curve pretty fast. Stay tuned for a follow up with the attendees I met to see how they were affected by the conference.