Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     January Economic Webinar     Printing Business Outlook 2017 Report     European Coverage     Production Inkjet Analysis

HP's David Murphy on Educating Customers to Sell Further Upstream

Published on March 12, 2013

David Murphy, Director of Marketing at HP, talks to Cary Sherburne about the importance of educating their customers on how to enter the creative process and do more selling upstream.

Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with David Murphy, who is Director of Marketing at HP for Graphic Arts.

David Murphy: It’s a pleasure to see you.

Cary Sherburne: As usual. So you know we talked a lot about your customers and the challenges that they face and the opportunities that they have and so on, but really what drives the business is the brand owners and the marketers and the…

David Murphy: And the agencies, right.

Cary Sherburne: And the agencies. So can you talk a little bit about what HP is doing to educate those folks about what’s possible because they don’t understand.

David Murphy: It’s really an important initiative in a marketplace today. There’s a divide that’s occurring between creative agencies and print service providers. So when a campaign is created, they start by identifying the objective, the target market, the budget, the schedule, then they go into the creative and then they go into production and distribution. That’s when they bring in the average print service provider. What we want to do is break down those silos and bring our print service providers into the creative process rather than wait until it’s time for production and distribution.

Cary Sherburne: Upstream and a value change.

David Murphy: Exactly. So that takes a lot of education. It takes a lot of inspiration, so that they know what the opportunities are together. And what we are doing through seminars, webinars, workshops, association engagement, conference presentations is we are presenting real life case studies from campaigns where print service providers and agencies have worked together to integrate print into social, mobile, video, web banners, et cetera, augmented reality and think beyond what the value proposition of what most creatives know of digital print and show them the new capabilities that are now available through white ink, UV red, invisible ink and some of the really creative textures that can be applied.

Cary Sherburne: And the substrates, the different substrates.

David Murphy: There are so many different capabilities today then there were even a year ago. And the creatives and the brand owners frankly don’t know about it. A lot of them still have this view of the way digital was in 2002 and what we’re doing through this engagement is bringing them together and helping to inspire and educate them. And it’s really resonating well with the print service provider community.

Cary Sherburne: And so you provide tools for the print service provider. You’re providing some level of education yourselves as a supplier to the industry but you’re also providing tools to the print service providers, to your customers to be able to educate.

David Murphy: Sure. So, you know, working through a Dscoop they’ve got the marketing toolkit, which is a really powerful set of solutions that helps print service providers customize their message at a local level but still leverage information that’s created throughout the Dscoop user community.

Cary Sherburne: And also the Book of Possibilities. That is a fabulous piece.

David Murphy: You know, when we showed that to agencies and creatives they had no earthly idea of what digital could do before they saw that and their mouths were agape when they saw it because it created new limitless opportunities for them. And then when they started to think, “Well, what if we could do this?” And, “Maybe we could do that.” And that created new momentum in that engagement together and it’s, like I say, the print service providers can now connect through them and not only through our one-on-one engagement but also through the online directory at Dscoop.org. And we are gonna continue this investment and it’s a great force of momentum for the market and I think it’s important for the market.

Cary Sherburne: You know what I’d like you to do, David. I’d like you to be a little more excited about this.

David Murphy: I can’t be more excited. There’s just so many opportunities and what - I’m feeding off the excitement from our customers, so more to come.

Cary Sherburne: That’s great. Well, thank you so much and it’s really important for the suppliers like HP to do this kind of stuff and so we really applaud you for doing it. Thank you.

David Murphy: Thanks so much.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: What Color is Consistent?

What Color is Consistent?

Published: January 20, 2017

Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction? Shoshana Burgett of X-Rite Pantone notes that CM has to be understood as something more than calibrating a monitor. It is a set of steps, processes, and tools that must be in place across the entire production workflow, always with monitoring for continuous improvement. Designers who want color to be consistent in all the channels they are now responsible for can find the help they need in CM, Burgett says.

 

Video preview: Frank on Pre-VDP Personalized Direct Mail

Frank on Pre-VDP Personalized Direct Mail

Published: January 20, 2017

Frank Romano keeps EVERYTHING. This week he shares his collection of pre-VDP personalized direct mail when everyone was a winner. Direct marketers tried every trick to get you to open the envelope.

 

Video preview: The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

Published: January 19, 2017

Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.

 

Video preview: What PDF 2.0 Will Mean for the Printing Industry

What PDF 2.0 Will Mean for the Printing Industry

Published: January 17, 2017

Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.

 

Video preview: Learn About Anti-Counterfeiting Measures in Packaging

Learn About Anti-Counterfeiting Measures in Packaging

Published: January 17, 2017

Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.

 

Video preview: Leveraging Standards and Specifications to Get to Great Color

Leveraging Standards and Specifications to Get to Great Color

Published: January 16, 2017

Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved