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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.

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